Copyright © 2016 Pearson Education, Inc Chapter 20 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations
Copyright © 2016 Pearson Education, Inc Developing and Managing an Advertising Program
Copyright © 2016 Pearson Education, Inc Developing and Managing an Advertising Program Setting the advertising objectives Deciding on the advertising budget Developing the advertising campaign Choosing media Evaluating advertising effectiveness
Copyright © 2016 Pearson Education, Inc Setting the Advertising Objectives Informative Persuasive Reminder Reinforcement
Copyright © 2016 Pearson Education, Inc Developing the Advertising Campaign Legal and social issues –Advertisers must not make false claims –Must not use false demonstrations –Must not create ads with the capacity to deceive –Must avoid bait-and-switch advertising
Copyright © 2016 Pearson Education, Inc. 18-6
Copyright © 2016 Pearson Education, Inc Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-7 MEDIA SELECTION Reach Frequency Impact Exposure
Copyright © 2016 Pearson Education, Inc Choosing Media Choosing among major media types
Copyright © 2016 Pearson Education, Inc Choosing Media Place advertising options Billboards Public spaces Product placement Point of Purchase
Copyright © 2016 Pearson Education, Inc Evaluating Advertising Effectiveness Communication-effect research –In-home tests, trailer tests, theater tests, on-air tests Sales-effect research –Historical approach –Experimental data
Copyright © 2016 Pearson Education, Inc Sales Promotion 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
Copyright © 2016 Pearson Education, Inc Sales Promotion Selecting consumer promotion tools
Copyright © 2016 Pearson Education, Inc Sales Promotion Selecting trade promotion tools –Forward buying and diverting retailers
Copyright © 2016 Pearson Education, Inc Sales Promotion Selecting business and sales force promotion tools
Copyright © 2016 Pearson Education, Inc Events and Experiences Events objectives 1.To identify with a target market or lifestyle 2.To increase salience of company/product name 3.To create/reinforce key brand image associations 4.To enhance corporate image 5.To create experiences and evoke feelings 6.To express commitment to the community or on social issues 7.To entertain key clients or reward employees 8.To permit merchandising/promotional opportunities
Copyright © 2016 Pearson Education, Inc Events and Experiences Major sponsorship decisions –Choosing events –Designing sponsorship programs –Measuring sponsorship activities
Copyright © 2016 Pearson Education, Inc Public Relations PR department functions –Press relations –Product publicity –Corporate communications –Lobbying –Counseling
Copyright © 2016 Pearson Education, Inc Public Relations Marketing public relations (MPR) tasks Launching new products Repositioning mature products Building interest in product Influencing target groups Defending problem products Building corporate image
Copyright © 2016 Pearson Education, Inc Public Relations