Session 31 MG 220 MBA - 29 Nov 10

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Session 31
MG 220 Marketing Management
MBA 10

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Session 31 MG 220 MBA - 29 Nov 10

  1. 1. Part 7:Communicating Value<br />> Developing and Managing an Advertising Program<br />> Deciding on Media and Measuring Effectiveness<br />Class Presentation | Session 31 | 29 Nov 2010<br />
  2. 2. Developing and Managing an Advertising Program<br />How Advertising is handled?<br />In small organizations: managed by sales & marketing deptt<br />In large organizations: specialized departments<br />Role of Agencies<br />Creating campaigns<br />Media buying<br />5Ms<br />Mission<br />Money<br />Message<br />Media<br />Measurement<br />MG 220 Marketing Management<br />2<br />
  3. 3. Developing and Managing an Advertising Program<br />Setting the Objectives [Mission]<br />Advertising Goal (or objective) is a specific communication task and achievement level to be accomplished with a specific audience in a specific period of time<br />Targeting different stages of hierarchy-of-effects e.g. AIDA<br />Examples of Objectives:<br />Informative Advertising<br />Persuasive Advertising<br />Reminder Advertising<br />Reinforcement Advertising<br />MG 220 Marketing Management<br />3<br />
  4. 4. Developing and Managing an Advertising Program<br />Deciding on the Advertising Budget [Money]<br />Advertising expense is current expense but should be considered as an investment in building brand equity<br />Key factors to be considered<br />Stage in PLC<br />Market Share and Consumer base<br />Competitive and Clutter<br />Advertising frequency<br />Product substitutability <br />MG 220 Marketing Management<br />4<br />
  5. 5. Developing and Managing an Advertising Program<br />Developing the Advertising Campaign [Message]<br />Creating a campaign requires understanding of Message Strategy (what ad wants to convey about the brand) and Creative Strategy (how the ad expresses the brand claims)<br />Designing and creating a campaign is both art and science<br />Message Generation and Evaluation<br />New ideas and insights<br />Creativity to convey positioning<br />Creative Development and Execution<br />TV Ads: Considered most effective | Reaches broad market<br />Print Ads: Different from broadcast media. Two main forms: magazine & newspapers<br />Radio Ads: Pervasive yet passive media<br />Social Responsibility Review<br />Social and legal norms. Strictly follow law of land for advertising<br />No false claims<br />MG 220 Marketing Management<br />5<br />
  6. 6. Deciding on Media and Measuring Effectiveness [Media | Measure]<br />Deciding on Reach, Frequency, and Impact<br />Media Selection is finding the most cost-effective media to deliver the desired number and type of exposures to the target audience<br />Effect of Exposures on audience depends on R, F & I<br />Reach (R): No of diff. persons or households exposed to particular media schedule at least once during a specified time period<br />Frequency (F): No. of times within the specified time period that an average person or household is exposed the message<br />Impact (I): Qualitative value of an exposure through a given medium<br />Key concepts derived from R, F & I relationships:<br />Total No of Exposures (E): R x F. Also called GRP (Gross Rating Point)<br />Weighted No of Exposures (WE): R x F x I<br />MG 220 Marketing Management<br />6<br />
  7. 7. Deciding on Media and Measuring Effectiveness [Media | Measure]<br />Deciding on Reach, Frequency, and Impact<br />Relationship of Trial and Awareness with R, F & I<br />MG 220 Marketing Management<br />7<br />
  8. 8. Deciding on Media and Measuring Effectiveness [Media | Measure]<br />Choosing Among Major Media Types<br />Key variables to be considered<br />Target Audience Media Habits<br />Product Characteristics<br />Message Characteristics<br />Cost<br />MG 220 Marketing Management<br />8<br />
  9. 9. Deciding on Media and Measuring Effectiveness [Media | Measure]<br />Choosing Among Major Media Types<br />MG 220 Marketing Management<br />9<br />
  10. 10. Deciding on Media and Measuring Effectiveness [Media | Measure]<br />Alternate Advertising Options<br />Place Advertising<br />Billboards<br />Public Places<br />Product Placement<br />Point-Of-Purchase (POP)<br />Not Included:<br />Evaluating Alternative Media<br />Selecting Specific Vehicles<br />MG 220 Marketing Management<br />10<br />
  11. 11. Deciding on Media and Measuring Effectiveness [Media | Measure]<br />Deciding on Media Timing and Allocation<br />Classification of Advertising Timing Patterns<br />MG 220 Marketing Management<br />11<br />
  12. 12. Deciding on Media and Measuring Effectiveness [Media | Measure]<br />Evaluating Advertising Effectiveness<br />Communications-Effect Research<br />Different Pretesting methods to understandhow effectively ad is communicated desired message<br />Consumer Feedback method<br />Portfolio tests: Portfolio of ads shown and recall is measured<br />Laboratory tests:Physiological reactions measured<br />Post testing done to measure recall, brand awareness differences<br />Sales-Effect Research<br />Measuring how well it helped increase sales<br />MG 220 Marketing Management<br />12<br />
  13. 13. Part 7:Communicating Value<br />> Sales Promotion: SKIM<br />> Events & Experiences: SKIM<br />> Public Relations: SKIM<br />> Direct Marketing: SKIM<br />> Interactive Marketing: SKIM<br />> Managing the Sales Force: SKIM<br />> Principles of Personal Selling: SKIM<br />Quiz 9 (Part 7: Chap 17)<br />Class Presentation | Session 30 | 1 Dec 2010<br />

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