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UNIT-9-MANAGING MASS AND PERSONAL COMMUNICATION.ppt
- 1. Marketing Management UNIT-9 MANAGING MASSAND PERSONAL COMMUNICATION LECTURE BY PROF. VENKATESHWAR RAO MBA(Marketing), Ph.D. Professor, Dept. of Business Management Dilla University
- 2. What is Advertising? Advertisingis any paid form of non- personal presentation and promotion of ideas, goods, or services by an identified sponsor. “The Five Ms” Of Advertising: Mission: What are our advertising objectives? Money: How much can we spend and how do we allocate our spending across media types? Message: What message should we send? Media: What media should we use? Measurement: How should we evaluate the results?
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- 4. The Five M’sof Advertising
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- 6. Informative Advertising Aims tocreate brand awareness and knowledge of new products or new features of existing products.
- 7. Persuasive Advertising Aims tocreate liking, preference, conviction, and purchase of a product or service. Some persuasive advertising uses comparative advertising, which makes an explicit comparison of the attributes of two or more brands.
- 8. Reminder Advertising Aims tostimulate repeat purchase of products and services. Expensive, four-color Coca-Cola ads in magazines are intended to remind people to purchase Coca-Cola.
- 9. Reinforcement Advertising Aims toconvince current purchasers that they made the right choice.
- 10. Factors of AdvertisingBudget Stage in the product life cycle Market share and consumer base Competition and clutter Advertising frequency Product substitutability
- 11. Developing the Advertising Campaign •Message generation and evaluation • Creative development and execution • Legal and social issues
- 12. Television Advantages • Reaches broad spectrumof 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
- 13. Print Ads Advantages • Detailedproduct information • Ability to communicate user imagery • Flexibility • Ability to segment Disadvantages • Passive medium • Unable to demonstrate product use
- 14. Print Ad EvaluationCriteria • Is the message clear at a glance? • Is the benefit in the headline? • Does the illustration support the headline? • Does the first line of the copy support or explain the headline and illustration? • Is the ad easy to read and follow? • Is the product easily identified? • Is the brand or sponsor clearly identified?
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- 20. Media Selection • Reach:Number of different persons or households exposed • Frequency: The number of times within the specified time period that an average person or household is exposed to the message • Impact: The qualitative value of an exposure through a given medium • Exposure: This is the reach times the average frequency; that is, • E = R × F • Weighted number of exposures (WE) • WE = R × F × I.
- 21. Choosing Among MajorMedia Types • Target audience and media habits • Product characteristics • Message characteristics • Cost
- 22. Major Media Types •Newspapers • Television • Direct mail • Radio • Magazines • Outdoor • Yellow Pages • Newsletters • Brochures • Telephone • Internet
- 23. Place Advertising Place advertising,or out-of-home advertising, is a broad category including many creative and unexpected forms to grab consumers’ attention. The rationale is that marketers are better off reaching people where they work, play, and, of course, shop. • Billboards • Public spaces • Product placement • Point-of-purchase
- 24. EVALUATING ALTERNATE MEDIA •Ads now can appear virtually anywhere consumers have a few spare minutes or even seconds to notice them. • Outdoor advertising, for example, is often called the “15-second sell.” It’s more effective at enhancing brand awareness or brand image • Consumer backlash often results when people see ads in traditionally ad-free spaces, such as in schools, on police cruisers, and in doctors’ waiting rooms. Nevertheless, perhaps because of its sheer pervasiveness, some consumers seem to be less bothered by nontraditional media now than in the past.
- 25. Selecting Specific MediaVehicles • planner must rely on measurement services that estimate audience size, composition, and media cost. Media planners then calculate the cost per thousand persons reached by a vehicle. • Circulation • Audience • Effective audience • Effective ad-exposed audience • cost
- 26. Deciding on MediaTiming and Allocation • In choosing media, the advertiser has both a macro scheduling and micro scheduling The micro scheduling decision calls for allocating advertising expenditures within a short period to obtain maximum impact. Suppose the firm decides to buy 30 radio spots in the month.
- 27. Factors Affecting TimingPatterns The timing pattern should consider following three factors. • Buyer turnover: expresses the rate at which new buyers enter the market; the higher this rate, the more continuous the advertising should be. • Purchase frequency: is the number of times the average buyer buys the product during the period; the higher the purchase frequency, the more continuous the advertising should be. • Forgetting rate: is the rate at which the buyer forgets the brand; the higher the forgetting rate, the more continuous the advertising should be.
- 28. Media Schedule Patterns Continuity:exposures appear evenly throughout a given period, advertisers use continuous advertising in expanding market situations, with frequently purchased items, and in tightly defined buyer categories. Concentration : spending all the advertising dollars in a single period. This makes sense for products with one selling season or related holiday • Flighting: calls for advertising during a period, followed by a period with no advertising, followed by a second period of advertising activity. It is useful when funding is limited, the purchase cycle is relatively infrequent, or items are seasonal. • Pulsing: is continuous advertising at low-weight levels, reinforced periodically by waves of heavier activity. It draws on the strength of continuous advertising and flights to create a compromise scheduling strategy
- 29. Evaluating Advertising Effectiveness Communication-EffectResearch: called copy testing, seeks to determine whether an ad is communicating effectively. Marketers should perform this test both before an ad is put into media and after it is printed or broadcast. Sales-Effect Research What sales are generated by an ad that increases brand awareness by 20 percent and brand preference by 10 percent? The fewer or more controllable other factors such as features and price are, the easier it is to measure advertising’s effect on sales.
- 30. What is SalesPromotion? Sales promotions consist 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 promotion (samples, coupons, cash refund offers, prices off, premiums, prizes, patronage rewards, free trials, warranties, tie-in promotions, cross-promotions, point-of purchase displays, and demonstrations), trade promotion (prices off, advertising and display allowances, and free goods) sales force promotion (trade shows and conventions, contests for sales reps, and specialty advertising).
- 35. Sales Promotion Tactics Consumer-directed •Samples • Coupons • Cash refund offers • Price offs • Premiums • Prizes • Patronage rewards • Free trials • Tie-in promotions Trade-directed • Price offs • Allowances • Free goods • Sales contests • Trade shows • Specialty advertising
- 36. Sales Promotions Establish objectives Selecttools Develop program Pretest Implement and control Evaluate results
- 37. Why Sponsor Events? •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
- 43. Using Sponsored Events Establishobjectives Choose events Design programs Measure effectiveness
- 44. Ideal Events Audience closelymatches target market Event generates media attention Event is unique with few sponsors Event enhances brand image of sponsor
- 45. PUBLIC RELATIONS A publicis any group that has an actual or potential interest in or impact on a company’s ability to achieve its objectives. Public relations (PR) include a variety of programs to promote or protect a company’s image or individual products
- 46. Tasks Aided byPublic 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
- 47. Public Relations Functions •Press relations • Product publicity • Corporate communications • Lobbying • Counseling
- 48. Major Tools inMarketing PR • Publications • Events • Sponsorships • News • Speeches • Public Service Activities • Identity Media
- 49. Decisions in MarketingPR Establish objectives Choose messages Choose vehicles Implement Evaluate results
- 50. DIRECT MARKETING • Directmarketing is the use of consumer- direct (CD) channels to reach and deliver goods and services to customers without using marketing middlemen. • TYPES OF DIRECT MARKETING CHANNELS: • Direct Mail • Catalog Marketing • Telemarketing
- 51. INTERACTIVE MARKETING The newestand fastest-growing channels for communicating and selling directly to customers are electronic. The Internet provides marketers and consumers with opportunities for much greater interaction and individualization. Interactive Marketing Types: • (1) Web sites • (2) search ads • (3) display ads • (4) e-mails.
- 52. WORD OF MOUTH •Consumers use word of mouth to talk about dozens of brands each day, from media and entertainment products such as movies, TV shows, and publications to food products, travel services, and retail stores and companies are acutely aware of the power of word of mouth. • SOCIAL MEDIA • ONLINE COMMUNITIES AND FORUMS • BLOGS • SOCIAL NETWORKS
- 53. PERSONAL SELLING • Mostsales training programs agree on the six 6 major steps in any effective sales process. • 1. Prospecting and qualifying • 2. Preapproach • 3. Presentation and demonstration • 4. Overcoming objections • 5. Closing: • 6. Follow-up and maintenance:
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