Kotler_MM_13e_Basic_18

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

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations Marketing Management, 13th ed 18

Chapter Questions : 

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?

What is Advertising? : 

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.

The Five M’s of Advertising : 

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-4 The Five M’s of Advertising Mission Money Message Media Measurement

Advertising Objectives : 

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-5 Advertising Objectives Informative Persuasive Reminder Reinforcement

Factors to Consider in Setting an Advertising Budget : 

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

Developing the Advertising Campaign : 

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

Creative Brief : 

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

Television : 

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

Print Ads : 

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

Print Ad Evaluation Criteria : 

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-11 Print Ad Evaluation Criteria 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?

Media Selection : 

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-12 Media Selection Reach Frequency Impact Exposure

Choosing Among Major Media Types : 

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-13 Choosing Among Major Media Types Target audience and media habits Product characteristics Message characteristics Cost

Major Media Types : 

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-14 Major Media Types Newspapers Television Direct mail Radio Magazines Outdoor Yellow Pages Newsletters Brochures Telephone Internet

Table 18.2 Marketing Communication Expenditures (2007) : 

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-15 Table 18.2 Marketing Communication Expenditures (2007)

Place Advertising : 

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-16 Place Advertising Billboards Public spaces Product placement Point-of-purchase

Measures of Audience Size : 

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-17 Measures of Audience Size Circulation Audience Effective audience Effective ad-exposed audience

Factors Affecting Timing Patterns : 

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-18 Factors Affecting Timing Patterns Buyer turnover Purchase frequency Forgetting rate

Media Schedule Patterns : 

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-19 Media Schedule Patterns Continuity Concentration Flighting Pulsing

Evaluating Advertising Effectiveness : 

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-20 Evaluating Advertising Effectiveness Communication Effect Research Consumer feedback method Portfolio tests Laboratory tests Sales-Effect Research

Measuring Sales Impact of Advertising : 

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-21 Measuring Sales Impact of Advertising Share of expenditures Share of voice Share of mind and heart Share of market

What is Sales Promotion? : 

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-22 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.

Sales Promotion Tactics : 

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-23 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

Using Sales Promotions : 

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-24 Using Sales Promotions Establish objectives Select tools Develop program Pretest Implement and control Evaluate results

Events and Experiences : 

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-25 Events and Experiences $14.9 billion spent on sponsorship in 2007 66% sports 11% tours 5% festivals, fairs 5% arts 10% causes

Why Sponsor Events? : 

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-26 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

Using Sponsored Events : 

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-27 Using Sponsored Events Establish objectives Choose events Design programs Measure effectiveness

Ideal Events : 

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-28 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

Customer Experience Management: Experience Providers : 

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-29 Customer Experience Management: Experience Providers Communications Identity Product presence Co-branding Environments Internet Electronic media People

Steps in the CEM Framework : 

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-30 Steps in the CEM Framework Analyze the customer’s experiential world Build the experiential platform Design the brand experience Structure the customer interface Engage in continuous innovation

Tasks Aided by Public Relations : 

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-31 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

Public Relations Functions : 

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-32 Public Relations Functions Press relations Product publicity Corporate communications Lobbying Counseling

Major Tools in Marketing PR : 

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-33 Major Tools in Marketing PR Publications Events Sponsorships News Speeches Public Service Activities Identity Media

Decisions in Marketing PR : 

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-34 Decisions in Marketing PR Establish objectives Choose message Choose vehicles Implement Evaluate results

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