1            18         Managing    Mass Communications
Chapter Questions        What steps are required in developing an         advertising program?             How should sa...
Old Spice’s Advertising CampaignCopyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall   18-3
Figure 18.1 The Five M’s of       AdvertisingCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall   18-4
Developing an      Advertising Program                                  Setting Objectives                            Deci...
Advertising Objectives                                           Informative                                           Per...
Factors to Consider in Setting an        Advertising Budget        Stage in the product life cycle             Market sh...
Developing the       Advertising CampaignCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall   18-8
Viral Power of AdvertisingCopyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall   18-9
Television       Advantages                                              Disadvantages                Reaches broad      ...
Print Ads       Advantages                                              Disadvantages                Detailed product    ...
Print Ad ComponentsCopyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall   18-12
Print Ad Evaluation Criteria        Is the message clear at a glance?             Is the benefit in the headline?      ...
Variables in Media Selection                                                 Reach                                        ...
Figure 18.2 Relationship among       Trial, Awareness, and the       Exposure FunctionCopyright © 2011 Pearson Education, ...
Choosing Among Major Media Types        Target audience and media habits             Product characteristics        Mes...
GEICO’s Message Strategy for       Magazine MediumCopyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall   1...
Major Media Types           Newspapers                                                Outdoor                   Televis...
Place AdvertisingCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall   18-19
Figure 18.3 Advertising       Timing PatternsCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall   18-20
Media Schedule Patterns                                              Continuity                                          C...
Measuring Sales Impact of Advertising                              Share of Expenditures                                  ...
What is Sales Promotion?         Sales promotion consists of a collection of         incentive tools, mostly short term, d...
Consumer-Directed Sales       Promotion Tactics           Samples                                                   Prem...
Trade-Directed       Sales Promotion Tactics           Price offs                                                Spiffs ...
Using Sales Promotions        Establish objectives             Select tools        Develop program        Pretest    ...
Events and ExperiencesCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall   18-27
Why Sponsor Events?         To identify with a particular target market or life style               To increase brand aw...
Using Sponsored Events        Choose events             Design programs        Measure effectivenessCopyright © 2009 Pe...
Public Relations Functions        Press relations             Product publicity        Corporate communications       ...
Tasks Aided by Public Relations        Launching new products             Repositioning a mature product        Buildin...
Major Tools in Marketing PR        Publications             Events        Sponsorships        News             Speech...
Decisions in Marketing PR        Establish objectives             Choose message        Choose vehicles        Impleme...
For Review        What steps are required in developing an         advertising program?             How should sales pro...
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Kotler mm 14e_18_sppt

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Kotler mm 14e_18_sppt

  1. 1. 1 18 Managing Mass Communications
  2. 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
  3. 3. Old Spice’s Advertising CampaignCopyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 18-3
  4. 4. Figure 18.1 The Five M’s of AdvertisingCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-4
  5. 5. Developing an Advertising Program Setting Objectives Deciding on the Budget Developing the Campaign Deciding on Media Making Measurement PlansCopyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 18-5
  6. 6. Advertising Objectives Informative Persuasive Reminder ReinforcementCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-6
  7. 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 substitutabilityCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-7
  8. 8. Developing the Advertising CampaignCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-8
  9. 9. Viral Power of AdvertisingCopyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 18-9
  10. 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 personalityCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-10
  11. 11. Print Ads Advantages Disadvantages  Detailed product  Passive medium information  Clutter  Ability to communicate  Unable to demonstrate user imagery product use  Flexibility  Ability to segmentCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-11
  12. 12. Print Ad ComponentsCopyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 18-12
  13. 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. 14. Variables in Media Selection Reach Frequency Impact ExposureCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-14
  15. 15. Figure 18.2 Relationship among Trial, Awareness, and the Exposure FunctionCopyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 18-15
  16. 16. Choosing Among Major Media Types  Target audience and media habits  Product characteristics  Message characteristics  CostCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-16
  17. 17. GEICO’s Message Strategy for Magazine MediumCopyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 18-17
  18. 18. Major Media Types  Newspapers  Outdoor  Television  Yellow Pages  Direct mail  Newsletters  Radio  Brochures  Magazines  Telephone  InternetCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-18
  19. 19. Place AdvertisingCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-19
  20. 20. Figure 18.3 Advertising Timing PatternsCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-20
  21. 21. Media Schedule Patterns Continuity Concentrated Flighting PulsingCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-21
  22. 22. Measuring Sales Impact of Advertising Share of Expenditures Share of Voice Share of Mind and Heart Share of MarketCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-22
  23. 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. 24. Consumer-Directed Sales Promotion Tactics  Samples  Premiums  Coupons  Prizes  Cash refund offers  Patronage rewards  Price offs  Free trials  Tie-in promotionsCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-24
  25. 25. Trade-Directed Sales Promotion Tactics  Price offs  Spiffs  Allowances  Trade shows  Free goods  Specialty  Sales contests advertisingCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-25
  26. 26. Using Sales Promotions  Establish objectives  Select tools  Develop program  Pretest  Implement and control  Evaluate resultsCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-26
  27. 27. Events and ExperiencesCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-27
  28. 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 opportunitiesCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-28
  29. 29. Using Sponsored Events  Choose events  Design programs  Measure effectivenessCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-29
  30. 30. Public Relations Functions  Press relations  Product publicity  Corporate communications  Lobbying  CounselingCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-30
  31. 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 productsCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-31
  32. 32. Major Tools in Marketing PR  Publications  Events  Sponsorships  News  Speeches  Public Service Activities  Identity MediaCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-32
  33. 33. Decisions in Marketing PR  Establish objectives  Choose message  Choose vehicles  Implement  Evaluate resultsCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-33
  34. 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

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