18 Managing Mass Communications

Chapter 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 © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-2

Old Spice’s Advertising Campaign Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 18-3

Figure 18.1 The Five M’s of Advertising Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-4

Developing an Advertising Program Setting Objectives Deciding on the Budget Developing the Campaign Deciding on Media Making Measurement Plans Copyright © 2011 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 Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-8

Viral Power of Advertising Copyright © 2011 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 18-11

Print Ad Components Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 18-12

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? Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-13

Variables in Media Selection Reach Frequency Impact Exposure Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-14

Figure 18.2 Relationship among Trial, Awareness, and the Exposure Function Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 18-15

Choosing Among Major Media Types Target audience and media habits Product characteristics Message characteristics Cost Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-16

GEICO’s Message Strategy for Magazine Medium Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 18-17

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

Place Advertising Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-19

Figure 18.3 Advertising Timing Patterns Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-20

Media Schedule Patterns Continuity Concentrated Flighting Pulsing 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 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. Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-23

Consumer-Directed Sales Promotion Tactics Samples Coupons Cash refund offers Price offs Premiums Prizes Patronage rewards Free trials Tie-in promotions Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-24

Trade-Directed Sales Promotion Tactics Price offs Allowances Free goods Sales contests Spiffs Trade shows Specialty advertising Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-25

Using Sales Promotions Establish objectives Select tools Develop program Pretest Implement and control Evaluate results Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-26

Events and Experiences Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-27

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

Using Sponsored Events Choose events Design programs Measure effectiveness Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-29

Public Relations Functions Press relations Product publicity Corporate communications Lobbying Counseling Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-30

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

Major Tools in Marketing PR Publications Events Sponsorships News Speeches Public Service Activities Identity Media Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-32

Decisions in Marketing PR Establish objectives Choose message Choose vehicles Implement Evaluate results Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-33

For Review 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 © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 18-34