Bmgt 411 week_11
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Bmgt 411 week_11






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Bmgt 411 week_11 Bmgt 411 week_11 Presentation Transcript

  • BMGT 411: Week 11 Kottler: • Chapters 16 - Mass Communications and Advertising ! Social Media and Influence Marketing !
  • 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?
  • Figure 16.1 The Five M’s of Advertising
  • 1. Developing an 
 Advertising Program (Campaign): Mission • Advertising: Any paid form of non personal presentation and promotion of a product by an identified sponsor 1.Setting the Advertising Objective: a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time • Information Advertising: Create brand awareness and knowledge of new features of existing products • Persuasive Advertising: Aims to create a liking, preference, conviction, and purchase of a product or service • Reminder: Aims to stimulate repeat purchase of a product or service • Reinforcement: Convinces current customers they made the right choice
  • 2. Deciding on the Advertising Budget (Money) • Stage of PLC: New products need higher budgets to increase awareness • Market Share: Brands with high market share require less support • Competition and clutter: Brands must advertise more heavily to be heard among competitors and over clutter • Frequency: The number of repetitions needed to put the brands message across to consumers • Product Substitution: Brands in less differentiated product classes (Beer Soft Drinks) require heavy advertising to establish a unique image
  • 3. Developing the 
 Advertising Campaign (Message) • Starts with a Creative Brief • Creative brief serves as a guide on how to develop creative • Key messages • Product positioning • Competitive atmosphere • Target audience • Media recommendation
  • 4. Choosing Media • Choosing Media: Finding the most cost effective media to deliver the desired number and type of exposures to the target audience • Reach: The number of different persons or households exposed to a particular media schedule at least once during a specific time period • Frequency: The number of times within a specified time period that an average person or household is exposed to the message • GRP (Gross Ratings Point) = Reach x Frequency • If you reached 50 people 5 times during a campaign, the GRP’s would be 250
  • 4. Choosing Media • Media Schedule Patterns • Continuity: Ads appear evenly throughout campaign • Concentration: Spending all ad dollars in one season - example - holiday • Flighting: Advertising during a period, taking time off, then advertising again • Pulsing: Advertising consistently at lower rates, reinforced by periods of heavier activity
  • 4. Choosing a Media Type Medium TV # Options 4,494 local TV stations, regional/national/ international cable networks Radio 26,980 broadcast, streaming or satellite stations Magazines 24,744 consumer or business magazines Newspapers 1,397 local newspapers Internet 233,000,000 registered domain names Mobile 3,000,000 mobile-ready websites
  • 4. Choosing the Media Type
  • 4. Choosing the Media Type
  • 4. Choosing a Media Type
  • 4. Choosing a Media Type 75% 56% 38% 19% 0% 6am-9am 9am-5pm Radio Newspaper Online News Online Entertainment Movies on TV Set 5pm-8pm 8pm-11pm TV Magazines Social Media Online shopping Online Games 11pm-2am
  • Newspaper Advertising • Although readership is down, print ads are still expensive
  • Volkswagen Print Ad
  • Coca Cola Print
  • New York Times Digital Subscriptions
  • Television Media Buying 1. National Broadcast TV: Spot shown everywhere, during a specific program 2. Spot TV: A local spot bank for regional brands to advertise during key programs. Less expensive than a national buy 3. National Cable: Spots delivered nationwide on specific channels 4. Local Cable: Can target down to the zip code, high regional messages with a lower cost
  • 4. Television Media Buying Activities done on Tablets while watching TV % of Tablet Owners 13+ 13+ 13-17 18-34 35-54 55+ Male Female eMail 61% 52% 58% 65% 65% 58% 64% Social Networking 47% 62% 50% 47% 33% 44% 50% Info on TV show viewing 37% 37% 36% 38% 34% 39% 34% Check Sport Scores 34% 34% 36% 34% 32% 44% 24% Look for info on ad saw on TV 27% 29% 28% 27% 22% 25% 28% Look for info on deals from ad saw on TV 22% 22% 29% 21% 14% 21% 24%
  • Television Media Buying Weekly Time Watching Video by Age
 (Hours:Minutes) P2+ K2-11 T12-17 A18-24 A25-34 A35-49 A50-64 A65+ Traditional TV (Live + TSV) 33:43 24:09 22:14 25:34 29:55 34:16 42:16 47:13 Time Shifted TV (TSV) only 2:34 1:57 1:31 1:40 3:18 3:19 3:06 1:53 Video on the Internet (PC/ Laptop) 0:30 0:08 0:23 0:51 0:54 0:40 0:25 0:12 Video on Mobile Phone 0:08 NA 0:14 0:14 0:15 0:07 0:02 <0:01
  • Radio Advertising • Drive Time is the heaviest listener time • AM Drive - 6 - 9 am • PM Drive - 4 - 7 pm • In April 2012, Pandora generated: • - 57 million monthly unique users - 15 million average daily listeners - 2hrs:15mins average time spent listening per usage day National coverage with local scale in some markets - Potential to be used as a “station” on a Local Radio plan in markets that have enough reach/coverage • Fastest growing music brand in • • the world, offering 15MM+ songs Socializing audio listening, notifying friends of music consumers listen to, offering listening lounges, etc. Rapidly growing, with more than half the number of Pandora’s web listeners* in less than on year’s time • Local and Nationally Syndicated • • Radio with terrestrial beginnings are also players in the streaming market Scale is growing and there for some stations Local connections and personalities still matter, built in audiences
  • 5. Measuring Sales Impact of Advertising • Share of Advertising Expenditure: Amount spent on advertising • Share of Voice: Proportion of company advertising a product compared to all advertising of that product • Share of mind and heart: Space earned by advertising in a consumers mindset - how often they think of you or consider you3 • Share of market: Or Market share, your % of sales compared to competitors
  • 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.
  • Consumer-Directed Sales Promotion Tactics • Samples • Patronage rewards • Coupons • Free trials • Cash refund offers • Tie-in promotions • Price offs • Premiums • Prizes
  • Coupon Trends
  • Events and Sponsorships
  • 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
  • Public Relations • Launching new products • Repositioning a mature product • Building interest in a product category • Public relations tools: – – – – – – News, speeches Special events Mobile marketing Published materials Website Public service activities • Influencing specific target groups • Defending products that have encountered public problems • Building the corporate image in a way that reflects favorable on products
  • Social Media and Influence Marketing
  • Source:
  • Source:
  • Source:
  • Source:
  • FACEBOOK • Due to audience size, facebook is must for every brand • Facebook audience is varied - content should be customized by audience • Mobile is a key growth metric for facebook - more people now access facebook on mobile than on desktop • The average time spent on facebook is 20 minutes
  • SMALL COMPANIES USING FACEBOOK • Event • Customer Service • Engagement • Replaces Website hours, etc) (store
  • TWITTER USES • Customer research (social • Customer service listening) • Engagement • 2nd screen interaction
  • CUSTOMER EXPERIENCE • Brands monitor and collect feedback using twitter • Most call centers have been rebranded care centers or social media command centers • Customers demand responses - day or night
  • SMALL COMPANIES USING TWITTER • Customer • Social listening • Customer • Event engagement service announcements
  • USES FOR INSTAGRAM • Image storytelling • Inspiration • Location/events • Instagram usually ties to other social media
  • PINTEREST • Audience is mostly women • Often described as a digital scrapbook for sharing ideas • Strong link to purchase directly from ideas
  • WIGLE WHISKEY SOCIAL MEDIA STRATEGY • Who do you want to reach? • What do you want to say? • When do you want to say it? • How will you engage? • What • How tools will you use? will you measure?