Ad & Sp by vijay

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Ad & Sp by vijay

  1. 1. MARKETING MANAGEMENT Managing Mass Communications
  2. 2. Advertising Any paid form of non - personal presentation and promotion of ideas, goods, or services by an identified sponsor.
  3. 3. The Five M’s of Advertising <ul><li>Mission </li></ul><ul><li>Money </li></ul><ul><li>Message </li></ul><ul><li>Media </li></ul><ul><li>Measurement </li></ul>
  4. 4. Advertising Objectives (Mission) <ul><li>Informative advertising </li></ul><ul><li>Persuasive advertising </li></ul><ul><li>Reminder advertising </li></ul><ul><li>Reinforcement advertising </li></ul>
  5. 5. Factors to Consider in Setting an Advertising Budget (money) <ul><li>Stage in the product life cycle </li></ul><ul><li>Market share and consumer base </li></ul><ul><li>Competition and clutter </li></ul><ul><li>Advertising frequency </li></ul><ul><li>Product substitutability </li></ul>
  6. 6. Developing the Advertising Campaign (Message) <ul><li>Message generation and evaluation </li></ul><ul><li>Creative development and execution </li></ul><ul><li>Social responsibility review </li></ul>
  7. 7. Creative Brief <ul><li>Positioning statement </li></ul><ul><li>Key message </li></ul><ul><li>Target market </li></ul><ul><li>Objectives </li></ul><ul><li>Key brand benefits </li></ul><ul><li>Brand promise </li></ul><ul><li>Evidence of promise </li></ul><ul><li>Media </li></ul><ul><li>Background </li></ul><ul><li>Creative considerations </li></ul>
  8. 8. Media <ul><li>Deciding on desired reach, frequency and impact. </li></ul><ul><li>Choosing among major media types; </li></ul><ul><li>Selecting specific media vehicles; </li></ul><ul><li>Deciding on media timing; </li></ul><ul><li>Deciding on geographical media allocation </li></ul>
  9. 9. <ul><li>Reach: the number of different persons or households exposed to a particular media schedule at least once during a specified time period. </li></ul><ul><li>Frequency: the number of times within the specified time period that an average person or household is exposed to the message. </li></ul><ul><li>Impact: the qualitative value of an exposure through a given medium </li></ul>
  10. 10. Television <ul><li>Advantages </li></ul><ul><li>Reaches broad spectrum of consumers </li></ul><ul><li>Low cost per exposure </li></ul><ul><li>Ability to demonstrate product use </li></ul><ul><li>Ability to portray image and brand personality </li></ul><ul><li>Disadvantages </li></ul><ul><li>Brief </li></ul><ul><li>Clutter </li></ul><ul><li>High cost of production </li></ul><ul><li>High cost of placement </li></ul><ul><li>Lack of attention by viewers </li></ul>
  11. 11. Print Ads <ul><li>Advantages </li></ul><ul><li>Detailed product information </li></ul><ul><li>Ability to communicate user imagery </li></ul><ul><li>Flexibility </li></ul><ul><li>Ability to segment </li></ul><ul><li>Disadvantages </li></ul><ul><li>Passive medium </li></ul><ul><li>Clutter </li></ul><ul><li>Unable to demonstrate product use </li></ul>
  12. 12. Choosing Among Major Media Types <ul><li>Target audience and media habits </li></ul><ul><li>Product characteristics </li></ul><ul><li>Message characteristics </li></ul><ul><li>Cost </li></ul>
  13. 13. Major Media Types <ul><li>Newspapers </li></ul><ul><li>Television </li></ul><ul><li>Direct mail </li></ul><ul><li>Radio </li></ul><ul><li>Magazines </li></ul><ul><li>Outdoor </li></ul><ul><li>Yellow pages </li></ul><ul><li>Newsletters </li></ul><ul><li>Brochures </li></ul><ul><li>Telephone </li></ul><ul><li>Internet </li></ul>
  14. 14. Place Advertising <ul><li>Billboards </li></ul><ul><li>Public spaces </li></ul><ul><li>Product placement </li></ul><ul><li>Point-of-purchase </li></ul>
  15. 15. Media Schedule Patterns <ul><li>Continuity – achieved by scheduling exposures evenly throughout a given period </li></ul><ul><li>Concentration – spending all the advertising money in a single period </li></ul><ul><li>Flighting – it calls for advertising for a period, followed by a period with no advertising, followed by a second period of advertising activity. </li></ul><ul><li>Pulsing – it is continuous advertising at low-weight levels reinforced periodically by waves of heavier activity. </li></ul>
  16. 16. Evaluating Advertising Effectiveness <ul><li>Communication Effect Research – Before & after. </li></ul><ul><ul><li>Consumer feedback method </li></ul></ul><ul><ul><li>Portfolio tests – it asks consumer to view or listen to a portfolio of advertisements. Consumers are then asked to recall all the ads and their content, aided or unaided by interviewer. </li></ul></ul><ul><ul><li>Laboratory tests – heartbeat, blood pressure, pupil dilation, galvanic skin response, perspiration – to an ad; </li></ul></ul><ul><li>Sales-Effect Research </li></ul>
  17. 17. Sales Promotion Collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade.
  18. 18. Sales Promotion Tactics <ul><li>Consumer-directed </li></ul><ul><li>Samples </li></ul><ul><li>Coupons </li></ul><ul><li>Cash refund offers </li></ul><ul><li>Price offs </li></ul><ul><li>Premiums </li></ul><ul><li>Prizes </li></ul><ul><li>Patronage rewards </li></ul><ul><li>Free trials </li></ul><ul><li>Tie-in promotions </li></ul><ul><li>Trade-directed </li></ul><ul><li>Price offs </li></ul><ul><li>Allowances </li></ul><ul><li>Free goods </li></ul><ul><li>Sales contests </li></ul><ul><li>Spiffs </li></ul><ul><li>Trade shows </li></ul><ul><li>Specialty advertising </li></ul>
  19. 19. Using Sales Promotions Establish objectives Select tools Develop program Pretest Implement and control Evaluate results
  20. 20. Events and Experiences <ul><li>$11.14 billion spent on sponsorship in 2004 </li></ul><ul><ul><li>69% sports </li></ul></ul><ul><ul><li>10% tours </li></ul></ul><ul><ul><li>7% festivals, fairs </li></ul></ul><ul><ul><li>5% arts </li></ul></ul><ul><ul><li>9% causes </li></ul></ul>
  21. 21. Why Sponsor Events? <ul><li>To identify with a particular target market or life style </li></ul><ul><li>To increase brand awareness </li></ul><ul><li>To create or reinforce consumer perceptions of key brand image associations </li></ul><ul><li>To enhance corporate image </li></ul><ul><li>To create experiences and evoke feelings </li></ul><ul><li>To express commitment to community </li></ul><ul><li>To entertain key clients or reward employees </li></ul><ul><li>To permit merchandising or promotional opportunities </li></ul>
  22. 22. Using Sponsored Events Establish objectives Choose event opportunities Design program Implement and control Measure effectiveness
  23. 23. Ideal Events Audience closely matches target market Event generates media attention Event is unique with few sponsors Event lends itself to ancillary activities Event enhances brand image of sponsor
  24. 24. Public Relations Functions <ul><li>Press relations </li></ul><ul><li>Product publicity </li></ul><ul><li>Corporate communications </li></ul><ul><li>Lobbying </li></ul><ul><li>Counseling </li></ul>
  25. 25. Marketing Public Relations Functions <ul><li>Assist in product launches </li></ul><ul><li>Assist in repositioning mature products </li></ul><ul><li>Build interest in a product category </li></ul><ul><li>Influence specific target groups </li></ul><ul><li>Defend products </li></ul><ul><li>Build corporate image </li></ul>
  26. 26. Major Tools in Marketing PR <ul><li>Publications </li></ul><ul><li>Events </li></ul><ul><li>Sponsorships </li></ul><ul><li>News </li></ul><ul><li>Speeches </li></ul><ul><li>Public Service Activities </li></ul><ul><li>Identity Media </li></ul>
  27. 27. Steps in Marketing PR Establish objectives Choose messages Choose vehicles Implement and control Measure effectiveness
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