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Chapter 18 - Managing mass communications: Advertising, sales promotions, events and experiences, and public relations. In this chapter, we will address the following 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?
Phillip Kevin Lane Kotler • Keller Marketing Management • 14e Ch r e t p a Managing Mass Communications: Advertising, Sales Promotions, Discussion 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? Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 34 Developing Advertising Programs Psychologi cal Economi c Socia l Buyer Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 34 e r u g Fi 8.1 The Ms of Advertising Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 34 Setting the Objectives Communication Task To increase among 30 million homemakers who own automatic Achievement Level washers the number who identify brand X as a low-sudsing Audience detergent, and who are persuaded that it gets clothes cleaner, from Period of Time 10 percent to 40 percent in one year Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 34 Advertising Objectives Persuade Inform Reinforce Remind Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 34 Deciding on the Advertising Budget Decision Factors: Stage in the Product Life Cycle Market share and consumer base Competition and clutter Advertising frequency Advertisin g Budget Product substitutability Awareness Advertising Elasticity Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 34 Deciding on the Advertising Budget Advertising Elasticity Advertising Budget Awareness Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 34 Developing the Advertising Campaign Creative Strategy Message Strategy Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 10 of 34 e r u g Fi 8.3 Advertising Timing Patterns Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 20 of 34 Evaluating Advertising Effectiveness Copy Testing (pretest, post-test) Sales-effects Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 21 of 34 e r u g Fi 8.4 Measuring the Sales Impact of Advertising Share of expenditures Share of voice Share of mind and heart Share of market Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 22 of 34 Sales Promotion Short term Stimulate Sales Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 23 of 34 Objectives Product trial Increase repurchas e Reward Brand switching Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 24 of 34 Major Sales Promotion Decisions Objectives Consumer Trade Sales Force Develop the Program Implement and Evaluate Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 25 of 34 Major Consumer Promotion Tools • Samples • • • • • Coupons Cash refunds Prices off Premiums Prizes Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall • • • • • Loyalty rewards Free trials Tie-in promotions Cross-promotions Point-of-purchase displays • Demonstrations Slide 26 of 34 Major Trade Promotion Tools • • • • Price off Advertising allowances Display allowances Free goods Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 27 of 34 Events and Experiences Objectives • Identify with target market • Increase exposure to brand name • Reinforce brand image / enhance corporate image • Evoke feelings / express commitment • Entertain clients / reward employees ã Merchandising/promotional opportunities Copyright â 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 28 of 34 Events and Experiences Sports - 68% Festivals - 5% Cause Marketing- 9% The Arts - 5% Entertainment Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 29 of 34 Major Sponsorship Decisions Choosing Events Match target market Create awareness Designing Sponsorship Programs Special events Art exhibits Sports stadiums and arenas Measuring Sponsorship Activities Brand exposure Media coverage Brand knowledge Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 30 of 34 Creating Experiences More engaging / informative Increased word-of-mouth Factory Tour Corporate Museum Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 31 of 34 Public Relations Promote Monitors attitudes Five Functions of PR Protect Image Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Press relations Product publicity Corporate communications Lobbying Counseling Slide 32 of 34 Marketing Public Relations (MPR) Publicity Launch new products Repositioning a mature product Building interest in a product category Influencing specific target groups Manage brand crisis Build corporate image Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 33 of 34 Major Decisions in MPR Establish Objectives Awareness Credibility Enthusiasm Choose Messages and Vehicles Newsworthy/Interesting PR activities Implement and Measure Exposures Media clippings Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 34 of 34 ... Publishing as Prentice Hall Slide 28 of 34 Events and Experiences Sports - 68% Festivals - 5% Cause Marketing- 9% The Arts - 5% Entertainment Copyright © 2012 Pearson Education, Inc Publishing as... Education, Inc Publishing as Prentice Hall • • • • • Loyalty rewards Free trials Tie-in promotions Cross-promotions Point-of-purchase displays • Demonstrations Slide 26 of 34 Major Trade Promotion Tools... Prentice Hall Slide 20 of 34 Evaluating Advertising Effectiveness Copy Testing (pretest, post-test) Sales-effects Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 21 of 34