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kotler_mm_14e_18_ippt.ppt
1.
18 Managing Mass Communications 1
2.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 18-2 Figure 18.1 The Five M’s of Advertising
3.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 18-3 Advertising Objectives Informative Persuasive Reminder Reinforcement
4.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 18-4 Television Advantages Reaches broad spectrum of consumers Low cost per exposure Ability to demonstrate product use Ability to portray image and brand personality Disadvantages Brief Clutter High cost of production High cost of placement Lack of attention by viewers
5.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 18-5 Print Ads Advantages Detailed product information Ability to communicate user imagery Flexibility Ability to segment Disadvantages Passive medium Clutter Unable to demonstrate product use
6.
Print Ad Components Copyright
© 2011 Pearson Education, Inc. Publishing as Prentice Hall 18-6
7.
8.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 18-8 Media Selection • Reach • Frequency • Impact • Exposure
9.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 18-9 Major Media Types Newspapers Television Direct mail Radio Magazines Outdoor Yellow Pages Newsletters Brochures Telephone Internet
10.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 18-10 Place Advertising
11.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 18-11 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.
12.
Consumer-Directed Sales Promotion Tactics
Samples Coupons Cash refund offers Price offs Premiums Prizes Patronage rewards Free trials Tie-in promotions Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-12
13.
Trade-Directed Sales Promotion Tactics
Price offs Allowances Free goods Sales contests Spiffs Trade shows Specialty advertising Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-13
14.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 18-14 Events and Experiences
15.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 18-15 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
16.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 18-16 Public Relations Functions Press relations Product publicity Corporate communications Lobbying Counseling
17.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 18-17 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
18.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 18-18 Major Tools in Marketing PR Publications Events Sponsorships News Speeches Public Service Activities Identity Media
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