Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations potx

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations Marketing Management, 13 th ed 18 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-2 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? Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-3 What is Advertising? Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-4 The Five M’s of Advertising • Mission • Money • Message • Media • Measurement Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-5 Advertising Objectives • Informative • Persuasive • Reminder • Reinforcement Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-6 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 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-7 Developing the Advertising Campaign • Message generation and evaluation • Creative development and execution • Legal and social issues Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-8 Creative Brief • Positioning statement • Key message • Target market • Objectives • Key brand benefits • Brand promise • Evidence of promise • Media • Background • Creative considerations Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-9 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 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-10 Print Ads Advantages • Detailed product information • Ability to communicate user imagery • Flexibility • Ability to segment Disadvantages • Passive medium • Clutter • Unable to demonstrate product use [...]... Copyright © 2009 Pearson Education, Inc Publishing as Prentice Hall Public Relations Functions • • • • • Press relations Product publicity Corporate communications Lobbying Counseling Copyright © 2009 Pearson Education, Inc Publishing as Prentice Hall Major Tools in Marketing PR • • • • • • • Publications Events Sponsorships News Speeches Public Service Activities Identity Media Copyright © 2009 Pearson... Implement and control Evaluate results Copyright © 2009 Pearson Education, Inc Publishing as Prentice Hall Events and Experiences • $14.9 billion spent on sponsorship in 2007 • • • • • 66% sports 11% tours 5% festivals, fairs 5% arts 10% causes Copyright © 2009 Pearson Education, Inc Publishing as Prentice Hall Why Sponsor Events? • To identify with a particular target market or life style • To increase brand... 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 Copyright © 2009 Pearson Education, Inc Publishing as Prentice Hall Using Sponsored Events • • • • Establish objectives Choose events Design programs... feedback method • Portfolio tests • Laboratory tests • Sales- Effect Research Copyright © 2009 Pearson Education, Inc Publishing as Prentice Hall Measuring Sales Impact of Advertising • • • • Share of expenditures Share of voice Share of mind and heart Share of market Copyright © 2009 Pearson Education, Inc Publishing as Prentice Hall What is Sales Promotion? Sales promotion consists of a collection of incentive... platform • Design the brand experience • Structure the customer interface • Engage in continuous innovation Copyright © 2009 Pearson Education, Inc Publishing as Prentice Hall 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... headline and illustration? • Is the ad easy to read and follow? • Is the product easily identified? • Is the brand or sponsor clearly identified? Copyright © 2009 Pearson Education, Inc Publishing as Prentice Hall Media Selection • • • • Reach Frequency Impact Exposure Copyright © 2009 Pearson Education, Inc Publishing as Prentice Hall Choosing Among Major Media Types • • • • Target audience and media... Publishing as Prentice Hall 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 • Spiffs • Trade shows • Specialty advertising Copyright © 2009 Pearson Education, Inc Publishing as Prentice Hall Using Sales Promotions • •... Hall Ideal Events • Audience closely matches target audience • Event generates media attention • Event is unique with few sponsors • Event lends itself to ancillary activities • Event enhances brand image of sponsor Copyright © 2009 Pearson Education, Inc Publishing as Prentice Hall Customer Experience Management: Experience Providers • • • • Communications Identity Product presence Co-branding • •... Media $ % of Total TV 72.1 32 Radio 20.9 9 Internet 16.7 8 Magazines 23.7 11 Newspaper 45.8 20 Copyright © 2009 Pearson Education, Inc Publishing as Prentice Hall Place Advertising • • • • Billboards Public spaces Product placement Point-of-purchase Copyright © 2009 Pearson Education, Inc Publishing as Prentice Hall Measures of Audience Size • • • • Circulation Audience Effective audience Effective . Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations Marketing Management, 13 th ed 18 Copyright. 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? Copyright. 18-7 Developing the Advertising Campaign • Message generation and evaluation • Creative development and execution • Legal and social issues Copyright © 2009 Pearson Education, Inc. Publishing