The document outlines the key steps in developing marketing communication programs, including advertising, sales promotion, events/experiences, and public relations. It discusses setting objectives and budgets, developing campaigns, choosing media, and making measurement plans for advertising. For sales promotion, it covers selecting appropriate tactics, developing programs, and evaluating results. When planning events/experiences, companies should choose events that align with their brand and design programs to measure effectiveness. Public relations can support new product launches, image building, and addressing public problems through tools like publications, events and news.

1. Framework for Marketing Management
16
Managing
Mass Communications
1

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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?

3. Old Spice’s Advertising Campaign
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Figure 16.1 The Five M’s of
Advertising

5. Developing an
Advertising Program
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Setting Objectives
Deciding on the Budget
Developing the Campaign
Deciding on Media
Making Measurement Plans

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Advertising Objectives
Informative
Persuasive
Reminder
Reinforcement

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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

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Developing the
Advertising Campaign

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Variables in Media Selection
Reach
Frequency
Impact
Exposure

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Choosing Among Major Media Types
 Target audience and media habits
 Product characteristics
 Message characteristics
 Cost

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Major Media Types
 Newspapers
 Television
 Direct mail
 Radio
 Magazines
 Outdoor
 Yellow Pages
 Newsletters
 Brochures
 Telephone
 Internet

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Media Schedule Patterns
Continuity
Concentrated
Flighting
Pulsing

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Measuring Sales Impact of Advertising
Share of Expenditures
Share of Voice
Share of Mind and Heart
Share of Market

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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.

15. Consumer-Directed Sales
Promotion Tactics
 Samples
 Coupons
 Cash refund offers
 Price offs
 Premiums
 Prizes
 Patronage rewards
 Free trials
 Tie-in promotions
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16. Trade-Directed
Sales Promotion Tactics
 Price offs
 Allowances
 Free goods
 Sales contests
 Spiffs
 Trade shows
 Specialty
advertising
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Using Sales Promotions
 Establish objectives
 Select tools
 Develop program
 Pretest
 Implement and control
 Evaluate results

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Events and Experiences

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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

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Using Sponsored Events
 Choose events
 Design programs
 Measure effectiveness

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Public Relations Functions
 Press relations
 Product publicity
 Corporate communications
 Lobbying
 Counseling

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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

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Major Tools in Marketing PR
 Publications
 Events
 Sponsorships
 News
 Speeches
 Public Service Activities
 Identity Media

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Decisions in Marketing PR
 Establish objectives
 Choose message
 Choose vehicles
 Implement
 Evaluate results

25. 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?
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