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MARKETING MANAGEMENT 12th edition
18 Managing Mass Communications Kotler Keller
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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?
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Advertising Any paid form of nonpersonal presentation
and promotion of ideas, goods, or services by an identified sponsor.
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Procter & Gamble’s Advertising History
Click on the video icon to launch a video clip about Procter & Gamble’s advertising history.
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Figure 18.1 The Five M’s of Advertising
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Advertising Objectives
Informative advertising Persuasive advertising Reminder advertising Reinforcement advertising
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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
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Developing the Advertising Campaign
Message generation and evaluation Creative development and execution Social responsibility review
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Creative Brief Positioning statement Key message Target market
Objectives Key brand benefits Brand promise Evidence of promise Media Background Creative considerations
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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
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Print Ads Advantages Detailed product information
Ability to communicate user imagery Flexibility Ability to segment Disadvantages Passive medium Clutter Unable to demonstrate product use
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Print Ad Components Headline Picture Signature Copy
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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?
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Media Selection Reach Frequency Impact Exposure
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Figure 1.2 Relationship among Trial, Awareness, and the Exposure Function
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Reach x Frequency = GRPs
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Choosing Among Major Media Types
Target audience and media habits Product characteristics Message characteristics Cost
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Major Media Types Newspapers Television Direct mail Radio Magazines
Outdoor Yellow pages Newsletters Brochures Telephone Internet
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Table 18.2 Marketing Communication Expenditures (2001)
Media $ % of Total TV 52.7 22 Radio 19.4 8 Internet 3.4 1 Magazines 12.3 5 Newspaper 49.4 21
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Place Advertising Billboards Public spaces Product placement
Point-of-purchase
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Measures of Audience Size
Circulation Audience Effective audience Effective ad-exposed audience
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Figure 18.3 Classification of Advertising Timing Patterns
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Factors Affecting Timing Patterns
Buyer turnover Purchase frequency Forgetting rate
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Media Schedule Patterns
Continuity Concentration Flighting Pulsing
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Evaluating Advertising Effectiveness
Communication Effect Research Consumer feedback method Portfolio tests Laboratory tests Sales-Effect Research
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Sales Promotion Collection of incentive tools, mostly
short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade.
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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
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Using Sales Promotions
Establish objectives Select tools Develop program Pretest Implement and control Evaluate results
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Events and Experiences
$11.14 billion spent on sponsorship in 2004 69% sports 10% tours 7% festivals, fairs 5% arts 9% causes
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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
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Using Sponsored Events
Establish objectives Choose event opportunities Design program Implement and control Measure effectiveness
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Ideal Events Audience closely matches target market
Event generates media attention Event is unique with few sponsors Event lends itself to ancillary activities Event enhances brand image of sponsor
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Public Relations Functions
Press relations Product publicity Corporate communications Lobbying Counseling
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Marketing Public Relations Functions
Assist in product launches Assist in repositioning mature products Build interest in a product category Influence specific target groups Defend products Build corporate image
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Major Tools in Marketing PR
Publications Events Sponsorships News Speeches Public Service Activities Identity Media
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Measure effectiveness
Steps in Marketing PR Establish objectives Choose messages Choose vehicles Implement and control Measure effectiveness
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Marketing Debate Has TV Advertising Lost Power? Take a position:
TV advertising has faded in importance. 2. TV advertising is still the most powerful advertising medium.
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Marketing Discussion What are some of your favorite TV
ads? Why? How effective are the message and creative strategies? How are they building brand equity?
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