Giáo án Marketing Mannagement Chapter 18 Managing Mass Communications What steps are involved in developing an advertising program? How should sales promotion decisions be made? What are the guidelines for effective brandbuilding events and experiences? How can companies exploit the potential of public relations and publicity?
Managing Mass Mass Managing Communications Communications Chapter 18 Advertising Sales Promotions Events And Experiences And Public Relations Chapter Questions What steps are involved 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? Chapter Outline • Developing and managing an Advertising Section Program • Deciding on Media and Measuring Effectivene ss Section • Sales Promotions • Events and Experience s Section Section • Public Relations • Summary • Debates & Discussions Section Section Section GEICO Relies Heavily on TV Advertising •TV advertising: $600 million •1998: $3 billion => 2006: $11 Billion •The fastest-growing car insurance company in the U.S Section DEVELOPING AND MANAGING AN ADVERTISING PROGRAM What is Advertising? Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor Procter & Gamble’s Advertising History FF Figure 18.1 The Five M’s of Advertising Setting the advertising Objectives The advertising objectives must flow from prior decisions on target market, brand positioning, and the market program An advertising goal (or objective) is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time An Example of an advertising Goal To increase among 30 million homemakers who own automatic washers the number who identify brand X as a low-sudsing detergent, and who are persuaded that it gets clothes cleaner, from 10% to 40% in one year