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- 1. 1
18
Managing
Mass Communications
- 2. Chapter Questions
What steps are required in developing an
advertising program?
How should sales promotion decisions be
made?
What are the guidelines for effective brand-
building events and experiences?
How can companies exploit the potential of
public relations and publicity?
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-2
- 4. Figure 18.1 The Five M’s of
Advertising
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-4
- 5. Developing an
Advertising Program
Setting Objectives
Deciding on the Budget
Developing the Campaign
Deciding on Media
Making Measurement Plans
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 18-5
- 6. Advertising Objectives
Informative
Persuasive
Reminder
Reinforcement
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-6
- 7. Factors to Consider in Setting an
Advertising Budget
Stage in the product life cycle
Market share and consumer base
Competition and clutter
Advertising frequency
Product substitutability
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-7
- 8. Developing the
Advertising Campaign
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-8
- 9. Viral Power of Advertising
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 18-9
- 10. Television
Advantages Disadvantages
Reaches broad
Brief
spectrum of consumers Clutter
Low cost per exposure
High cost of production
Ability to demonstrate High cost of placement
product use
Lack of attention by
Ability to portray image viewers
and brand personality
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-10
- 11. Print Ads
Advantages Disadvantages
Detailed product
Passive medium
information Clutter
Ability to communicate
Unable to demonstrate
user imagery product use
Flexibility
Ability to segment
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-11
- 13. Print Ad Evaluation Criteria
Is the message clear at a glance?
Is the benefit in the headline?
Does the illustration support the headline?
Does the first line of the copy support or
explain the headline and illustration?
Is the ad easy to read and follow?
Is the product easily identified?
Is the brand or sponsor clearly identified?
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-13
- 14. Variables in Media Selection
Reach
Frequency
Impact
Exposure
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-14
- 15. Figure 18.2 Relationship among
Trial, Awareness, and the
Exposure Function
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 18-15
- 16. Choosing Among Major Media Types
Target audience and media habits
Product characteristics
Message characteristics
Cost
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-16
- 17. GEICO’s Message Strategy for
Magazine Medium
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 18-17
- 18. Major Media Types
Newspapers Outdoor
Television
Yellow Pages
Direct mail Newsletters
Radio Brochures
Magazines
Telephone
Internet
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-18
- 20. Figure 18.3 Advertising
Timing Patterns
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-20
- 21. Media Schedule Patterns
Continuity
Concentrated
Flighting
Pulsing
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-21
- 22. Measuring Sales Impact of Advertising
Share of Expenditures
Share of Voice
Share of Mind and Heart
Share of Market
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-22
- 23. What is Sales Promotion?
Sales promotion consists of a collection of
incentive tools, mostly short term, designed
to stimulate quicker or greater purchase of
particular products or services by
consumers or the trade.
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-23
- 24. Consumer-Directed Sales
Promotion Tactics
Samples Premiums
Coupons
Prizes
Cash refund offers Patronage rewards
Price offs Free trials
Tie-in promotions
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-24
- 25. Trade-Directed
Sales Promotion Tactics
Price offs Spiffs
Allowances
Trade shows
Free goods Specialty
Sales contests advertising
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-25
- 26. Using Sales Promotions
Establish objectives
Select tools
Develop program
Pretest
Implement and control
Evaluate results
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-26
- 28. Why Sponsor Events?
To identify with a particular target market or life style
To increase brand awareness
To create or reinforce consumer perceptions of key
brand image associations
To enhance corporate image
To create experiences and evoke feelings
To express commitment to community
To entertain key clients or reward employees
To permit merchandising or promotional
opportunities
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-28
- 29. Using Sponsored Events
Choose events
Design programs
Measure effectiveness
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-29
- 30. Public Relations Functions
Press relations
Product publicity
Corporate communications
Lobbying
Counseling
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-30
- 31. Tasks Aided by Public Relations
Launching new products
Repositioning a mature product
Building interest in a product category
Influencing specific target groups
Defending products that have encountered
public problems
Building the corporate image in a way that
reflects favorable on products
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-31
- 32. Major Tools in Marketing PR
Publications
Events
Sponsorships
News
Speeches
Public Service Activities
Identity Media
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-32
- 33. Decisions in Marketing PR
Establish objectives
Choose message
Choose vehicles
Implement
Evaluate results
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-33
- 34. For Review
What steps are required in developing an
advertising program?
How should sales promotion decisions be
made?
What are the guidelines for effective brand-
building events and experiences?
How can companies exploit the potential of
public relations and publicity?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 18-34