Chapter 13 Support Media.

Chapter 13 Support Media

Last Class http://www.pibmug.com/files/shoppinginIsrael.mpg
Print Media- Magazines and Newspaper

Support Media Are Also Referred to As:
Alternative Media Nonmeasured Media Nontraditional Media Relation to text This slide relates to material on pp. 432 of the text. Summary Overview This slide introduces other types of integrated marketing communication tools called support media. Support media uses a variety of channels to deliver the communication message and are also referred to as, alternative media, nonmeasured media, or nontraditional media. Use of this slide This slide can be used to introduce support media and the role they play in the IMC process. Alternative Media Non-measured Media

The Role of Support Media
To reach those people in the target audience that primary media (TV, print, etc.) may not have reached and to reinforce, or support their messages. Relation to text This slide relates to material on p. 432 of the text. Summary Overview The role of support media is to reach those people in the target audience that primary media such as TV or print may not have reached and to reinforce or support the advertising message. Use of this slide This slide can be used to discuss the role of support media in the IMC program. Many advertisers have increased their use of support media and will continue to increase their use as new alternatives are developed.

Examples of Support Media
Outdoor Advertising Outdoor Advertising Aerial Advertising Aerial Advertising Mobile Billboards Mobile Billboards Support Media Relation to text This slide relates to material discussed included throughout this chapter. Summary Overview There are various forms support media. Some of the more popular types are: Outdoor advertising Aerial advertising Mobile billboards In-store media Promotional products Yellow pages Other media Use of this slide This slide can be used to introduce the various forms of support media. More detailed discussion of each type will follow. In-store Media In-store Media Promotional Products Promotional Products Yellow Pages Yellow Pages Other Media

A Creative Approach to Support Media- Outdoor Billboard
Relation to text This slide relates to material on pp Summary Overview This slide shows an example of a creative outdoor billboard for Perrier that goes beyond two dimensions. Outdoor advertising has become increasingly creative and many companies use clever images such as this to get people’s attention. Use of this slide This slide can be used to provide an example of outdoor advertising and how marketers have become very creative in the use of the medium. Billboards!!! – Enjoy the highest gross billings and the largest percentage of the market

Characteristics of Outdoor Advertising
Can Reach a Variety of Audiences Very Quickly Reach Can Reach a Variety of Audiences Very Quickly Reach Potential for High Frequency of Impressions Frequency Potential for High Frequency of Impressions Frequency Relation to text This slide relates to material on pp of the text. Summary Overview Outdoor advertising is one of the more pervasive communication forms, particularly in urban or suburban setting. This slide summarizes the characteristics of outdoor advertising which include: Reach – can reach many people quickly Frequency – potential for many impressions Flexibility – many options are available Cost – low cost per exposure Impact – size, shape, and lighting may lead to impact Use of this slide This slide can be use to introduce the characteristics of outdoor advertising. As citizens have been active in trying to beautify their communities, outdoor advertising has become more and more controversial. Nonetheless, it continues to experience growth because of its effectiveness as a way to reach people and communicate a message. Many Options Available to Reach Specific Groups Flexibility Many Options Available to Reach Specific Groups Flexibility Low Cost Per Exposure Depending on Medium Used Cost Low Cost Per Exposure Depending on Medium Used Cost Size, Shape, Lighting, Motion, and Special Impressions May Lead to Impact Impact

Outdoor Advertising Pros & Cons
Advantages Disadvantages Wide Local Coverage Wide Local Coverage Wasted Coverage Wasted Coverage High Frequency High Frequency Limited Message Capability Limited Message Capability Geographic Flexibility Geographic Flexibility Wearout Wearout Relation to text This slide relates to material on pp of the text. Summary Overview This slide summarizes the pros and cons of using outdoor advertising. These are: Advantages Wide local coverage High frequency Geographic flexibility Creativity Creation of awareness Efficiency Sales effectiveness Production capability Disadvantages Wasted coverage Limited messages Wearout High cost Measurement problems Image problems Use of this slide This slide can be used to discuss the pros and cons of using outdoor advertising. Outdoor advertising has both advantages and disadvantages as an advertising medium. Some of these problems can be avoided with other forms of out-of-home advertising. Creativity Creativity High Cost High Cost Creation of Awareness Creation of Awareness Measurement Problems Measurement Problems Efficiency Efficiency Image Problems Sales Effectiveness Sales Effectiveness Best serves the awareness objectives!!! Production Capability Production Capability

Other Out-of-Home Media
Aerial Advertising Sky Banners Sky Writing Blimps Sky Banners Blimps Sky Writing Mobile Billboards Trucks Relation to text This slide relates to material on p of the text. Summary Overview This slide shows the various forms of out-of-home media. These include: Aerial advertising Sky banners, blimps, sky writing Mobile billboards Trucks, vans, trailers In-store media Signs, videos, kiosks Use of this slide This slide can be used to introduce the various forms of out-of-home media. The first two categories are really additional forms of outdoor advertising while the last category covers the $17 billion spent each year to promote products in retail environments. Trailers Vans Trucks Vans Trailers In-Store Media Signs Kiosks Video Signs Video

Blimps Carry the Message High and Wide
Relation to text This slide relates to material on p. 436 and Exhibit 13-4 of the text. Summary Overview This slide show an example of aerial advertising as Sanyo is using a blimp to promote the company. Blimps generally fly over areas with large gatherings of consumers such as beaches and sporting events. Use of this slide This slide can be used to show an example of aerial advertising. Generally these media are not that expensive in absolute terms and can be useful for reaching specific target audiences and generating awareness of the company.

Inflatables’ Color and Size Get Attention
Relation to text This slide relates to material on p of the text. Summary Overview This slide shows an example of inflatable advertising. This type of advertising has become popular, as the technology has allowed advertisers to go beyond the traditional two dimensional form and show their products in huge, blown up forms. Use of this slide This slide can be used to show an example of inflatables which have become a popular form of outdoor advertising. Inflatables can be an effective attention getter as they can be very creative and placed in high traffic areas. +

Buildings Become Billboards
Relation to text This slide relates to material on p of the text. Summary Overview This slide shows an example of how buildings can become large billboards. This type of outdoor advertising is particular prevalent and effective in large downtown metropolitan areas. This large image on the side of this hotel with the wording “Our models can beat up their models” is likely to be an attention-getter for Levis. Use of this slide This slide can be used to show other forms of outdoor advertising such as putting billboards on the sides of large buildings.

Many Marketers Find Aerial Ads Effective
Aerial advertising is generally used in large metropolitan areas or where there are large gatherings of people such as beaches, outdoor concerts, and sporting events Relation to text This slide relates to material on p. 436 of the text. Summary Overview This slide shows another example of aerial advertising. BayBank is using this form of advertising to generate interest and attention. Aerial advertising is generally used in large metropolitan areas or where there are large gatherings of people such as beaches, outdoor concerts, and sporting events. Use of this slide This slide can be used to show an example of aerial advertising. Generally these media are not that expensive in absolute terms and can be useful for reaching specific target audiences.

Trucks Become Billboards on Wheels
Relation to text This slide relates to material on p and Exhibit 13-6 of the text. Summary Overview This slide shows an example of a truck being used as a mobile billboard. Mobile billboards can be effective and affordable to both small and large companies. The American Trucking Association estimates that a truck traveling 60,000 miles a year can create nearly 10 million viewer impressions. Use of slide This slide can be used to show an example of a mobile billboard. Trucking companies can generate revenue by putting messages on their vehicles and trucks can also be an effective way to deliver messages to the public. + American Trucking Association estimates that a truck traveling 60,000 miles a year can create nearly 10 million viewer impressions

Other Miscellaneous Outdoor Media
Wall Drawings Wall Drawings Car Top Signs Car Top Signs Sidewalk Signs Ski Lift Poles Ski Lift Poles Media Options Relation to text This slide relates to material on p. 437 and exhibit 13-5 of the text. Summary Overview This slide shows examples of other types of outdoor media. These include wall drawings, car top signs, messages on ski lift poles, gasoline pumps, trashcans, ATM displays, parking meters and signs on sidewalks. Use of this slide This slide can be used to discuss the numerous examples of other outdoor media. Marketers are looking for every conceivable place where they can place an advertising message that will reach consumers. Many of these can be effective and affordable to both small and large companies. Parking Meters Parking Meters Gasoline Pumps Gasoline Pumps ATM Displays Trash Cans ATM Displays Trash Cans

Miscellaneous Outdoor Media Include Car-Tops
Relation to text This slide relates to material on p. 437 and Exhibit 13-5 of the text. Summary Overview This slide shows an example of how advertising messages can be placed on the top of taxi cabs. Car top advertising is one of the many forms of outdoor advertising and can be an effective way to reach people in metropolitan areas. Use of this slide This slide can be used to discuss how advertising messages placed on the top of taxi cabs can be effective and affordable way for companies to deliver an advertising message. +

Transit Advertising Media
floor displays, island showcases, electronic signs, and other forms of advertising that appear in transit facilities Platform Posters Platform Posters Station Posters Station Posters Terminal Posters Terminal Posters Relation to text This slide relates to material on pp of the text. Summary Overview Another form of outdoor advertising is transit advertising which is targeted to the millions of people who are exposed to commercial transportation facilities including buses, taxis, commuter trains, trolleys, airplanes, and subways. The different types of transit advertising are: Station, platform, and terminal posters – floor displays, island showcases, electronic signs, and other forms of advertising that appear in transit facilities Inside cards – placed above the seats and luggage areas of buses or trains Outside posters – may appear on the sides, backs, and/or roofs of buses, taxis, trains, an subway and trolley cars Use of this slide This slide can be used to discuss transit advertising and the various forms this medium can take. Transit ads can be a very effective way to generate awareness and reach consumers in urban areas. placed above the seats and luggage areas of buses or trains may appear on the sides, backs, and/or roofs of buses, taxis, trains, an subway and trolley cars Inside Cards Outside Posters Outside Posters

City Buses Often Sport Colorful Posters
Relation to text This slide relates to material on pp of the text. Summary Overview This slide shows a promotional piece from Transportation Displays Inc. which is a company that sells transit advertising. TDI promotes the value of super king size bus posters as a way of delivering an advertising message. Signs on the sides of buses are targeted to the millions of people who ride the bus or who are exposed to buses on city streets and highways. Use of this slide This slide can be used to show an example of how a transit advertising company promotes the value of advertising on buses. Signs on buses can be an effective advertising medium and TDI’s goal is to promote their value. +

Terminal Posters Gain Attention
Relation to text This slide relates to material on pp of the text. Summary Overview This slide shows an example of an advertisement on a bus shelter which is a type of terminal poster. This particular ad is for an apartment complex and uses a clever message that reads: “Seriously. Which is bigger, this bus shelter or your apartment?” Use of this slide This slide can be used to show an example of another form of outdoor advertising which is posters on bus shelters. This form of advertising can be an effective way to deliver an advertising message and reach commuters. +

Transit Advertising Pros & Cons
Advantages Disadvantages Exposure Exposure Image Factors Image Factors Frequency Frequency Reach Reach Relation to text This slide relates to material on p. 442 of the text. Summary Overview This slide summarizes the advantages and disadvantages of using transit advertising. Advantages Exposure – long length of exposure because of ride times Frequency – commuters and riders can be exposed regularly Timeliness – shoppers get to stores on mass transit, ads can be timely with purchases Selectivity – geographic and demographic Economy – one of the least expensive types of media Disadvantages Image factors – may not reflect well on the advertiser Reach – does not always reach the right target consumer Waste coverage – not everyone who is exposed is in the target audience Copy limitations – fleeting messages; short copy is necessary Creative limitations – difficult to place colorful or attractive ads in certain places Mood of audience – mass transit can be crowded and hurried Use of this slide This slide can be used to discuss the advantages and disadvantages of transit advertising. Transit advertising can be an effective medium, but its strengths and weaknesses must be understood to use it properly. Timeliness Timeliness Waste Coverage Waste Coverage Selectivity Selectivity Copy Limitations Copy Limitations Economy Economy Creative Limitations Creative Limitations Mood of the Audience

Promotional Products Marketing
A medium of advertising, sales promotion, and motivational communications employing imprinted, useful, or decorative products called advertising specialties, a subset of promotional products. Relation to text This slide relates to material on p. 443 of the text. Summary Overview This slide describes promotional products marketing, also known as specialty advertising. Promotional products marketing can be described as both an advertising and sales promotion medium. There are thousands of specialty items in promotional products marketing including such things as pens, mugs, key rings, calendars, T-shirts, and matchbooks. Use of this slide This slide can be used to introduce promotional products marketing. Specialty items are used for many promotional reasons such as a thank you for patronage, keeping the name of company in front of the customer, and introducing new products, or services.

“Got Milk” Promotional Products
Relation to text This slide relates to material on p. 443 of the text. Summary Overview This slide shows the various forms of promotional products that are associated with the “Got Milk?” campaign for the California Milk Processor Board. The “Got Milk?” logo has been put on a variety of promotional items including cups, glasses, plates, trash cans, bowls and many other items. Use of this slide This slide can be used to show an example of the many specialty items that have resulted from the “Got Milk?” ad campaign. These products are designed to keep the tagline in front of customers. You might note how these items help extend the “Got Milk?” message far beyond the humorous commercials shown on television. +

Promotional Products Pros & Cons
Advantages Disadvantages Selectivity Selectivity Poor Image Poor Image Flexibility Flexibility Saturation Saturation Relation to text This slide relates to material on pp of the text. Summary Overview This slide summarizes the advantages and disadvantages of using promotional products marketing. Advantages Selectivity – distributed directly to the targeted customer Flexibility – a variety of specialty items are available Frequency – designed for retention which results in repeat exposures Economy – most items are affordable Goodwill – free gifts make consumer feel good Augmentation – supplement other media Disadvantages Poor image – can cheapen brand/company image with cheap giveaway Saturation – many organizations use this medium Lead time – can take time to have large numbers of items produced Use of this slide This slide can be used to discuss the advantages and disadvantages of using promotional products. This medium is the fastest growing of all advertising or sales promotion media and can be a very effective tool as a supplement to traditional media. Frequency Frequency Lead Time Economy Economy Goodwill Goodwill Augmentation Augmentation

Product Placements Including the product or service, an advertisement for the same or mentioning its name in a movie or TV show. May also take place in other media such as videogames, books, etc. Relation to text This slide relates to material on p. 450 of the text. Summary Overview An increasingly common way to promote a product or service is by showing the actual product or an ad for it as part of a movie or TV show. This slide presents the definition of product placements. Companies will pay to have their product used in movies and music videos. It can be an effective means of communicating as the viewers seeing a brand in a TV show or movie may perceive it as part of the story rather than as a form of promotion. Use of this slide This slide can be used to introduce product placements which are becoming increasingly common in television shows, movies, and music videos.

Product Placements in Movies and TV
Advantages Disadvantages High Exposure High Exposure High Absolute Cost High Absolute Cost High Frequency High Frequency Time of Exposure Time of Exposure Media Support Media Support Limited Appeal Limited Appeal Relation to text This slide summarizes the advantages and disadvantages of product placements in movies and TV. . Advantages High exposure High frequency Media support Source association with the actor/actress using the product Economy High recall Bypass regulations Viewer acceptance Disadvantages High absolute cost Time of exposure Limited appeal Lack of control when/where placed in the movie Public relations Competition from other products Negative placement in a negative scene Use of slide This slide can be used to discuss the various pros and cons of using product placement as an advertising medium. The use of product placement has become commonplace as more and more advertisers are paying for their products to be displayed or even integrated into a movie or television show. Source Association Source Association Lack of Control Lack of Control Economy Economy Public Reactions Public Reactions High Recall High Recall Competition Competition Bypass Regulations Bypass Regulations Negative Placements Viewer Acceptance Viewer Acceptance

007 Movie Tie-In Product Placement
Relation to text This slide relates to the material on pp which discusses product placements. Summary Overview This slide contains a commercial for the BMW Z3 roadster which shows how the company extended the use of product placements into a television commercial, thus increasing the value achieved through each medium. MGM/United Artists created special scenes in the James Bond movie GoldenEye to feature BMW’s Z3 roadster when it was being introduced. Use of this slide The commercial shown in this slide can be used as the basis for a discussion of the value of product placements in movies and television shows. BMW paid large sums of money to have its cars featured in several of the James Bond action movies and build full scale promotional campaign around these movie tie-ins.

Types of In-flight Advertising
Magazines Magazines Catalogs Catalogs Relation to text This slide relates to material on pp of the text. Summary Overview Another rapidly growing medium is in-flight advertising. In-flight advertising includes the following forms: Magazines Catalogs Videos Radio Use of this slide This slide introduces in-flight advertising which has become a popular way to reach consumers. Nearly every airline has an in-flight magazines and most have video and audio programming available where advertising messages can be run. Radio Videos Videos

Talking about creativity in Slogans

Some Creative Work

Chapter 16 Sales Promotion

Sales Promotion “A direct inducement that offers an extra value or incentive for the product to the sales force, distributors, or the ultimate consumer with the primary objective of creating an immediate sale.” Relation to text This slide relates to material on pp. 513 of the text. Summary Overview Sales promotion is an inducement or incentive to the sales force, distributors, or ultimate customer with the primary objective of creating immediate sales. There are three important aspects of sales promotion: Extra incentive to buy – coupons, rebates, premium provide extra reason to buy Tool to speed up sales – acceleration tool designed to shorten the purchase cycle Targeted to different parties – can be targeted to consumers or to the trade Use of this slide This slide can be used to introduce sales promotion and its role in the overall IMC program. Attention should be given to these three important aspects of sales promotion. An Extra Incentive to Buy Targeted to Different Parties A Tool to Speed up Sales An Extra Incentive to Buy A Tool to Speed up Sales

Sales Promotion Vehicles
Consumer-Oriented Trade-Oriented Samples Samples Contests, Dealer Incentives Contests, Dealer Incentives Coupons Coupons Trade Allowances Trade Allowances Premiums Premiums Point-of-purchase Displays Point-of-purchase Displays Contests/sweepstakes Contests/sweepstakes Relation to text This slide relates to material on pp and Figure 16-1 of the text. Summary Overview Sales promotion can be broken into two major categories, consumer-oriented promotion and trade-oriented promotion. This slide shows the various types of activities of each. Consumer-oriented Samples Coupons Premiums Contests/sweepstakes Refunds/rebates Bonus packs Price-off deals Frequency programs Event marketing Trade-oriented Contests, dealer incentives Trade allowances Point-of-purchase displays Training programs Trade shows Cooperative advertising Use of this slide This slide can be used to show the various tools that can be used for consumer and trade-oriented promotions. Consumer-oriented promotions are generally used as part of a push channel strategy while trade-oriented promotions are part of a pull strategy. Training Programs Training Programs Refunds/rebates Refunds/rebates Trade Shows Trade Shows Bonus Packs Bonus Packs Cooperative Advertising Price-off Deals Price-off Deals Frequency Programs Frequency Programs Event Marketing Event Marketing

Reasons for Increase in Sales Promotion
Growing Power of Retailers Growing Power of Retailers Reasons Declining Brand Loyalty Declining Brand Loyalty Increased Promotional Sensitivity Clutter Brand Proliferation Competition Fragmentation of Consumer Markets Short-Term Focus of Marketers Increased Accountability Increased Promotional Sensitivity Brand Proliferation Relation to text This slide relates to material on pp of the text. Summary Overview This slide summarizes the reasons for the growth in sales promotion. These are: Growing power of retailers – manufacturers used to have most of the power, now retailers through technology, consolidation, and private labeling have more power Declining brand loyalty – consumers are purchasing more on the basis of price and value Increased promotional sensitivity – consumers want to save money and respond well to promotions that provide them the opportunity to do so Brand proliferation – many new brands that offer little differentiation Fragmentation of consumer markets – traditional mass media advertising has become less effective and promotions are a way to reach market segments Short-term focus of marketers – sales promotion is seen as a way of generating an immediate increase in sales Increased accountability – pressure on managers to produce sales results Competition – the use of promotions is seen as way to gain a competitive advantage Clutter – promotional offers can breakthrough and attract attention Use of this slide This slide can be used to discuss the reasons for the increase in the use of sales promotion and the associated shift away from mass media advertising. In addition to the factors mentioned above another reason for the increase in spending is that the promotion industry has become more sophisticated and plays a more strategic role in the IMC program of many companies. Fragmentation of Consumer Markets Short-Term Focus of Marketers Increased Accountability Competition

Consumer Franchise-Building (CFB) Promotions
CFB Promotional Objectives Communicate Distinctive Brand Attributes Communicate Distinctive Brand Attributes Develop and Reinforce Brand Identity Develop and Reinforce Brand Identity Build Long-term Brand Preference Build Long-term Brand Preference Relation to text This slide relates to material on pp of the text. Summary Overview Consumer franchise-building (CFB) promotions are sales promotion activities that: Communicate distinctive brand attributes Contribute to the development and reinforcement of brand identity Build long-term brand preferences Some of the CFB techniques and practices are: Frequency programs that encourage repeat purchases Frequency programs that encourage patronage loyalty Offers consistent with brand or store image Use of this slide This slide can be used to introduce consumer franchise building promotions. For years franchise or image building was viewed as the exclusive realm of advertising, and sales promotion was used only to generate short-term sales increases. But now marketers are recognizing the image-building potential of sales promotion and paying attention to its consumer franchise-building value. CFB Techniques and Practices “Frequency” Programs Encourage Repeat Purchase “Frequency” Programs Encourage Repeat Purchase “Frequency” Programs Encourage Patronage Loyalty “Frequency” Programs Encourage Patronage Loyalty May Improve One-on-one Communications

Nonfranchise-Building (non-FB) Promotions
Non-FB Promotional Objectives Accelerate the Purchase Decision Process Generate an Immediate Sales Increase Accelerate the Purchase Decision Process Generate an Immediate Sales Increase Relation to text This slide relates to material on p. 522 of the text. Summary Overview Nonfranchise-building promotions are designed to: Accelerate the purchase decision process and Generate an immediate increase in sales. These activities generally do not communicate information about a brand’s unique features or the benefits of using it so they do not contribute to the building of brand identity and image. Use of this slide This slide can be used to introduce nonfranchise-building promotions. Price-off deals, bonus packs, and rebates are examples of non-FB sales promotion techniques. Trade promotions receive the most criticism for being nonfranchise-building because many of the promotional discounts given to the trade are never passed on to the consumer. Non-FB Promotions . . . Do Not Identify Unique Brand Features Do Not Contribute to Brand Identity or Image Do Not Identify Unique Brand Features

Nonfranchise-Building (non-FB) Promotions
Non-FB Promotions May Include . . . Price-off Deals Price-off Deals Bonus Packs Bonus Packs Rebates or Refunds Rebates or Refunds Relation to text This slide relates to material on p. 522 of the text. Summary Overview This slide summarizes the various nonfranchise-building techniques available to marketers and the shortcomings of using non-FB promotions. These include: Price-off deals Bonus packs Rebates/refunds The shortcomings of non-FB promotions are: Trade promotion benefits may not reach customers If they do, they may lead only to price reductions Customers may “buy price” rather than brand equity Use of this slide This slide can be used to discuss the concept of nonfranchise-building promotions, show some examples of them, and review the shortcomings of using these techniques. Short-term non-FB promotions have their place in a firm’s promotional mix, particularly when competitive developments call for them. But their limitations must be recognized when a long-term, brand building strategy for a brand is needed. Non-FB Promotions Shortcomings Trade Promotions Benefits May Not Reach Customers Trade Promotions Benefits May Not Reach Customers If They Do, They May Lead Only to Price Reductions If They Do, They May Lead Only to Price Reductions Customers May “Buy Price” Rather Than Brand Equity

Sampling Works Best When
The Products Are of Relatively Low Unit Value, So Samples Don’t Cost Much The Products Are Divisible and Can Be Broken Into Small Sizes That Can Reflect the Products Features and Benefits The Purchase Cycle Is Relatively Short So the Consumer Can Purchase in a Relatively Short Time Period Relation to text This slide relates to material on pp of the text. Summary Overview Sampling involves giving the consumer some quantity of the product at no charge to induce trial. This slide outlines three criteria for an effective sampling program. These include: The products are relatively low unit value, so samples do not cost much The products are divisible and can be broken into small sizes that can reflect the products features and benefits The purchase cycle is relatively short so the consumer can purchase in relatively short time period Use of this slide This slide can be used to discuss sampling as a sales promotion technique. Manufacturers of packaged-goods products such as food, health care items, cosmetics, and toiletries, are heavy users of sampling since their products meet the three criteria for an effective sampling program. As a sales promotion technique, sampling is commonly used to introduce a new product or brand to the market. The Products Are of Relatively Low Unit Value, So Samples Don’t Cost Much The Products Are Divisible and Can Be Broken Into Small Sizes That Can Reflect the Products Features and Benefits

Contests and Sweepstakes
Contest: a promotion where consumers compete for prizes or money on the basis of skills or ability. Winners are determined by judging entries or ascertaining which entry comes closes to some predetermined criteria Relation to text This slide relates to material on pp of the text. Summary Overview Contests and sweepstakes are an increasingly popular consumer-oriented promotion. There are differences between contests and sweepstakes as stated. Contest – consumers compete for prizes or money on the basis of skill or ability, proof of purchase is generally required to enter or an entry form must be used Sweepstake – winners are determined purely by chance and no proof of purchase is required to enter Use of this slide This slide can be used to discuss the use of contests and sweepstakes. They are increasing in popularity as these promotions have appeal and glamour that other sales promotion tools such as cents-off coupons lack. Marketers like these type of promotions because they are perceived to be exciting and attract large numbers of consumers. Sweepstakes/games: a promotion where winners are determined purely by chance and cannot require a proof of purchase as a condition for entry. Winners are chosen by random selection from a pool of entries or generation of a number to match those held by game entrants.

Trade-Oriented Promotions
Contests and Incentives Contests and Incentives Buying Allowances Buying Allowances Trade Allowances Trade Allowances Promotional Allowances Slotting Allowances Point-of-Purchase Displays Point-of-Purchase Displays Promotional Allowances Relation to text This slide relates to material on pp of the text. Summary Overview Manufacturers use a variety of trade promotion tools as inducements for wholesalers and retailers. These promotions include: Contests and incentives – can be directed toward managers and/or employees at the wholesale or retail level Trade allowances – discount or deal to stock, promote or display manufacturer’s product Buying allowances – price reduction during a fixed period Promotional allowances – discounts for promotional activities Slotting allowances – retailers charge fees for a slot or position on shelf Point-of-purchase displays – various in-store displays used to sell products Sales training programs – assisting in sales training programs for reseller personnel Trade shows – forum where manufacturers can display products Cooperative advertising – cost of advertising is shared by more than one intermediary Use of this slide This slide can be used to discuss the various types of trade promotions. Many of these are often used to encourage the various marketing intermediaries to assist the manufacturer in the sale of product. Sales Training Programs Sales Training Programs Slotting Allowances Trade Shows Trade Shows Cooperative Advertising

Types of cooperative advertising
Horizontal Cooperate Advertising Horizontal Cooperate Advertising Ingredient- Sponsored Coop Advertising Ingredient- Sponsored Coop Advertising Cooperative Advertising Relation to text This slide relates to material on p. 552 of the text. Summary Overview This slide shows the various types of cooperative advertising. These include: Horizontal cooperative advertising – advertising sponsored by a group of retailers or other organizations providing products or services to the market (e.g. automobile dealers in an auto park) Ingredient-sponsored cooperative advertising – supported by raw materials manufacturers to help establish end products that include the company’s materials (e.g. DuPont promoting Teflon, Intel Inside) Vertical cooperative advertising – manufacturer pays for a portion of the advertising a retailer runs to promote the availability of the manufacturer’s product in the retailers place of business Use of this slide This slide can be used to discuss the various types of cooperative advertising. As with other types of trade promotions, manufacturers have been increasing their cooperative advertising expenditures in recent years. Some companies have been moving money out of national advertising into vertical cooperative advertising because they believe they can have greater impact with ad campaigns in local markets. Vertical Cooperative Advertising

Measuring the Effectiveness of the Promotional Program
Chapter 19 Chapter Nineteen Measuring the Effectiveness of the Promotional Program Measuring the Effectiveness of the Promotional Program © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Reasons for and Against Measuring Effectiveness
Reasons to Measure Reasons Not to Measure Avoid Costly Mistakes Avoid Costly Mistakes Cost of Measurement Cost of Measurement Evaluate Strategies Evaluate Strategies Problems With Research Problems With Research Relation to text This slide relates to the material on pp of the text. Summary Overview This slide shows some of the reasons why companies should measure effectiveness of their communications programs, as well as why they don’t. Reasons why such measures should be taken include: To avoid costly mistakes To evaluate strategies implemented To increase the efficiency of advertising in general To determine if objectives are achieved Many managers choose not to measure, citing the following reasons: The costs associated with measuring effectiveness Problems with research methods Disagreement as to what to test Objections of creatives Use of this slide This slide can be used to discuss the reasons why managers should conduct research to measure the effectiveness of advertising and other components of the IMC program, as well as some of the reasons why they may resist doing so. Increase Efficiency of Advertising in General Increase Efficiency of Advertising in General Disagreement About What to Test Disagreement About What to Test Determine If Objectives Are Achieved Determine If Objectives Are Achieved Creative Objections

Measuring Advertising Effectiveness
What to test Source factors Message variables Media strategies Budget decisions What to test Source factors Message variables Media strategies Budget decisions Where to test Laboratory tests Field tests Where to test Laboratory tests Field tests Relation to text This slide relates to material on pp of the text. Summary Overview This slide presents some of the issues that have to be considered in the measurement of advertising effectiveness. These include: What to test Source factors Message variables Media strategies Budgeting decisions When to test Pre-testing Post-testing Where to test Laboratory tests Field tests How to test Testing guidelines Appropriate tests Use of this slide This slide presents various factors that must be taken into consideration when measuring the effectiveness of advertising and other IMC elements. It can be used to introduce the material on the following slides which addresses many of these issues. When to test Pretesting Posttesting How to test Testing guidelines Appropriate tests When to test Pretesting Posttesting

Pretesting Methods High control but low generalizability Laboratory
Field Consumer Juries Consumer Juries Dummy Ad Vehicles Dummy Ad Vehicles Portfolio Tests Portfolio Tests On-air Tests Physiological Measures Physiological Measures Theater Tests Theater Tests Relation to text This slide relates to material on pp and Figure 19-1 of the text. Summary Overview This slide discusses some of the various pre-testing methods available, further classifying them as to where they are to be conducted - laboratory or field. Pre-tests are those measures taken prior to the implementation of the campaign. Laboratory tests are those in which participants are brought to a specific location for testing, while field tests are those conducted in more natural viewing situations. Use of this slide This slide can be used to introduce and provide an overview of pre-testing measures as well as laboratory and field testing. High control but low generalizability Rough Tests Rough Tests Concept Tests Concept Tests Reliability Tests Reliability Tests Comprehension and Reaction Tests Comprehension and Reaction Tests

Field Posttesting Methods
Recall Tests Recall Tests Tracking Studies Association Measures Association Measures Methods Relation to text This slide relates to material on pp and Figure 19-1 of the text. Summary Overview This slide provides examples of some of the various types of posttests available. All of these are field measures that are used to determine the effectiveness of the ads once the campaign has been implemented. Use of this slide This slide can be used to discuss the types of post-testing methods that are available to marketers to measure the effectiveness of their advertising programs. Recognition Tests Recognition Tests Single-Source Systems Single-Source Systems Inquiry Tests Inquiry Tests

Occurs at Various Stages
The Testing Process 1.Concept Testing 1.Concept Testing 2.Rough Testing 2.Rough Testing Occurs at Various Stages Relation to text This slide relates to material on pp of the text Summary Overview This slide provides an overview of the testing process that may occur at various stages throughout the development of an advertising campaign. The stages where testing may occur and types of testing that might be done include: concept testing rough testing finished art or commercial testing market testing (post testing). Use of this slide This slide provides an overview of the testing process and can be used to provide an overview of various forms of testing that are used. The subsequent slides provide specific information about each of these. 4.Market Testing (Post-testing) 3.Finished Art or Commercial Testing 3.Finished Art or Commercial Testing

Pretesting Finished Broadcast Ads
Theater Tests Measures changes in product preferences May also measure . . . Interest in and reaction to the commercial Reaction from an adjective checklist Recall of various aspects included Interest in the brand presented Continuous (frame-by-frame) reactions Theater Tests On-Air Tests Insertion in TV programs in specific markets Limitations are imposed by “day-after recall” Physiological Measures Relation to text This slide relates to material on pp and Figures and of the text. Summary Overview A variety of methodologies are available for pretesting broadcast commercials. A few of the most commonly used are presented in this slide including: Theater test - participants are invited to view pilots of new TV programs. Embedded in the programs (or following immediately after) are the test commercials. Theater tests can be used to take a variety of measures. On-air tests - testing of finished or rough commercials through actual TV programs in specified test markets. On-air tests offer some of the same advantages and disadvantages of theater tests but in a more realistic setting. Physiological measures - a laboratory method for measuring involuntary responses to commercials such as heartbeat, pupil dilation, eye movement, brain waves and galvanic skin response Use of this slide This slide can be used to discuss the various methods for testing reactions to finished broadcast commercials. While theater tests and on-air testing are commonly employed, physiological measures are used less often.

Market Testing Print Ads
Inquiry Tests Inquiry Tests Recognition Tests Recognition Tests Testing Relation to text This slide relates to material on pp and Figures 19-13, 14, 15 and Exhibits 19-4 and 19-5 of the text. Summary Overview This slide shows the various methods that are used to determine the effectiveness of print advertising once the ads have been completed and put into the market. A number of methods are available including: Inquiry tests Recognition tests Recall Tracking studies Use of this slide This slide can be used to discuss the various options available to marketers for the testing of how well print ads are performing in the market. These methods are often used by advertisers to determine how well print ads are doing in terms of getting attention, being read, and being remembered. Tracking Studies Recall Tests Recall Tests

Starch-Scored reflect.com Magazine Ad
Noted score– the percentage of readers who remember seeing the ad Seen-associated score—the percentage who remember seeing or reading any part of the ad identifying the product or brand Read most score—the percentage of readers who report reading at least half of the copy portion of the ad. The Reflect.com ad did well in the first of these two categories, but not as well (10%) in the read most categories. Starch Scores What is it? A result of a method used by Daniel Starch and staff in their studies of advertising readership which include noted, or the percent of readers who viewed the tested ad, associated, or the percent of readers who associated the ad with the advertiser, and readmost, or the percent of readers who read half or more of the copy. Relation to text This slide relates to material on pp and Exhibit 19-5 of the text. Summary Overview This slide shown an example of a Starch scored ads. The Starch method is one of the more commonly employed posttest measures of print ads. It uses three measures including: Noted score– the percentage of readers who remember seeing the ad Seen-associated score—the percentage who remember seeing or reading any part of the ad identifying the product or brand Read most score—the percentage of readers who report reading at least half of the copy portion of the ad. The Reflect.com ad did well in the first of these two categories, but not as well (10%) in the read most categories. Use of this slide This slide can be used to provide an example of a Starch scored advertisement. Starch measures have been used in the magazine industry for many years, and have become one of most commonly employed measures of advertising effectiveness +

Some General Findings about STARCH Scores
High STARCH scores tend to be correlated with: Main illustration: Photographs, which occupy over half the available space Headline: Short headlines (eight or fewer words) especially for full color page advertisements Content of the advertisement: Copy, which takes up less than one-third of the area Size of advertisement: Bigger size advertisements. Generally, double page spreads perform better than full-page colour advertisements (in terms of ad noting scores). Multiple pages perform even better than double page spreads. High STARCH scores do not tend to be affected by placement within the magazine. Advertisements placed in the 3rd and 4th quarters do not tend perform any worse than those in the first or second quarters.

Starch-Scored Nature’s Accents Ad
Natures Accents did well on the noted and advertiser associated measures, particularly in respect to the Reflect.com ad shown in the previous slide Relation to text This slide relates to material on pp and Exhibit 19-5 of the text. Summary Overview This slide shows another example of a Starch-scored ad. The ad shown here for Natures Accents did well on the noted and advertiser associated measures, particularly in respect to the Reflect.com ad shown in the previous slide Use of this slide This slide can be used to provide another example of a Starch scored advertisement for Natures Accents. You might discuss why this ad outperformed the relect.com ad shown in the previous slide. +

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Chapter 13 Support Media.

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Chapter 13 Support Media.

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