Developing and Managing the Advertising Campaign The Five Ms of Advertising Mission Money Message Media Measurement Objectives can be classified by aim: Inform Persuade Remind Reinforce

Developing and Managing the Advertising Campaign The Five Ms of Advertising Mission Money Message Media Measurement Factors considered when budget-setting: Stage of product life cycle Market share and consumer base Competition and clutter Advertising frequency Product substitutability

Developing and Managing the Advertising Campaign The Five Ms of Advertising Mission Money Message Media Measurement Factors considered when choosing the advertising message: Message generation Message evaluation and selection Message execution Social responsibility review

Developing and Managing the Advertising Campaign The Five Ms of Advertising Mission Money Message Media Measurement Developing media strategy involves: Deciding on reach, frequency, and impact Selecting media and vehicles Determining media timing Deciding on geographical media allocation

Developing and Managing the Advertising Campaign Major Media Types Newspapers Television Direct mail Radio Magazines Outdoor Yellow pages Newsletters Brochures Telephone Internet

Developing and Managing the Advertising Campaign Deciding on Media Categories Target audience’s media habits, nature of the product and message, cost Media Timing Decisions Macroscheduling vs. microscheduling Continuity, concentration, flighting, and pulsing scheduling options Deciding on Geographical Allocation

Developing and Managing the Advertising Campaign The Five Ms of Advertising Mission Money Message Media Measurement Evaluating advertising effectiveness Communication-effect research Sales-effect research

Sales Promotion Sales promotions are short-term incentives designed to stimulate purchase among consumers or trade Purpose of sales promotion Attract new triers or brand switchers Reward loyal customers Increase repurchase rates

Steps in Sales Promotion Program Development Establish objectives Select consumer-promotion tools Select trade-promotion tools Select business- and sales force promotion tools Develop the program Pretest the program Implement and evaluate the program

Major Consumer-Promotion Tools Sales Promotion Major Consumer-Promotion Tools Samples Coupons Cash refunds (rebates) Premiums Prizes (contests, sweepstakes, games) Patronage awards Free trials Product warranties Tie-in promotions Cross-promotions Point-of-purchase displays and demonstrations

Public Relations Public relations activities promote or protect the image of a firm or product Public relations functions: Press relations Product publicity Corporate communications Lobbying Counseling

Public Relations Marketing Public Relations (MPR) Plays an important role in New product launches Repositioning of mature brand Building interest in product category Influencing specific target groups Defending products with public problems Building the corporate image Three Major MPR Decisions

Major Public Relations Tools Publications Events Sponsorships News Speeches Public-service activities Identity media

Direct Marketing Direct marketing uses consumer-direct channels to reach and deliver offerings to consumers without intermediaries. Direct marketing is growing and offers consumers key benefits. Firms are recognizing the importance of integrated direct marketing efforts.

Major Direct Marketing Tools Face-to-face selling Direct mail Catalog marketing Telemarketing Direct-response TV marketing Kiosk marketing E-marketing

Direct Marketing Steps in Developing a Direct-Mail Campaign: Step 1: Set objectives Step 2: Identify target markets Step 3: Define the offer Step 4: Test the elements Step 5: Measure results