1. MARKETING MANAGEMENT 12th edition18
Managing Mass Communications
Kotler Keller

2. Chapter Objectives
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?

3. Developing and Managing Advertising Programs
ADVERTISNG:
Any paid form of nonpersonal presentation and promotion of ideas,
goods, or services by an identified sponsor.
Message Development and Execution:
- Objective, content, support & tone of Ad
- Media selection is most cost effective
media to delver desired number and types
of exposure for target audience objective
- Advantages, disadvantages to objectives
- TV: wide reach, vivid, dramatic; costly
- Print: segment, detail, imagery; unromantic
- Radio: flexible, targeted, low cost; no visual
- Alternatives: Place, Product, POP
Legal: no bait & switch, false pretenses
Social: racial, religious, ethnic, gender, etc
STRATEGY
TARGET
MARKETS
- Ads position & differentiate a brand from others
- Ads to target markets with 1 or 2 selling messages
- Market research validates target market appeal
- Avoids same appeals & positions as others
What
is said
How it
is said
BUYING
MOTIVES
BUDGET
The Five Ms of
Advertising
ADVERTISING CAMPAIGN
Planning Requires Measuring Effectiveness
Communication Effect Research - copy testing:
* Consumer Feedback Method – queries specific ads
* Portfolio Test – query subjects on portfolios of ads
* Laboratory Test – equipment measures subject reactions
Sales Effect Research – measure sales based on:
* Historical Approach – correlate past sales to specific ads
* Experimental Design – in-store tests to study sales from
promos, displays, coupons, packaging
- Specific tasks & results to be
achieved wit specific audiences
in a specific period of time.
- Flow from decisions on target
markets, brand positioning
and marketing programs.
- Aims at different stages in
the hierarchy of effects.
- Types of Advertising
Informative
Persuasive
Reminder
Reinforcement
- New products = more advertising
- Established products = less “
- High market share = less “
- To increase market share = more “
- Competitive advertising sets pace
- Repetition strengthens message
Desired Effect on Target Audience Achieved by Combinations of
* Reach: Number exposed to a media activity in specified time
* Frequency: Number of times in a period that a person is exposed
* Impact: Qualitative value of an exposure through a given media
Total Exposures = R x F; Weighted Exposures = R x F x I
* Media Types based on: audience media habits, product
characteristics, message characteristics and cost
* Vehicles (options within media type-Newsweek):
based on circulation and audience (segments
* Timing: scheduling based on seasons,
business & product cycles, and target
audience turnover, buying and forgetting rates
* Geography: selected regions by media used

4. Sales Promotions and Tactics
Sales Promotions: A collection of (usually short term) incentives designed to stimulate quicker or
greater purchases of particular products or services by consumers or the trade.
DECISIONS AND PLANNING
Consumer-directed
Samples & Coupons
Refunds & Price offs
Premiums & Prizes
Price Packs (bundles)
Frequency programs
Patronage rewards
Free trials
Tie-in & cross promotions
Establish Objectives
Select Tools
Develop Program
Prep and Pretest
Implement and Control
Evaluate Results
Quantitative Results
Consumer, Industrial Channel & Sales Environments
Tools that best support desired objectives
Media and Vehicle Blending
Timing and Duration
Concurrent Use of Multiple Tools
Budget, Resources, Logistics, Tracking Methodology
Resource logistics notification & initiation
Validate: Consumer Survey, Experiments - Pilot
Lead time preparation
Sell-in time – delivery
Quantifiable Results vs Objectives
Consumer Surveys, Physical Tracking Vehicles,
Comparative Period Sales Results
Trade-directed
Price offs, free goods, MDF
POP & Display Allowances
Sales Force Promotions
Trade Sows & Conventions
Rep Spiffs, Contests, Bonuses
Specialty advertising
Objectives and Exposures
New products, buyers & markets
Retain buyer loyalty
Competition & industry practices
Short term problems & opportunities
Evolving market (share) strategies
Overuse (30% of time) = devaluation
Leaders subsidize existing buyers
Over emphasis of short term focus

5. Event Sponsorship and Process
Finance entity, activity or event to:
Establish Objectives
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
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
Choose Event Opportunities
Activity Agenda & Celebrities
Timing and Duration
Publicity
Budget, Other Resources,
Logistics, Tracking Methodology
Design Program
Implement and Control
Process, Resource, Logistics
Management
Quantifiable Results vs Objectives
Consumer Surveys, Physical
Tracking Vehicles
Comparative Event Sales
Results
Measure Effectiveness

6. Public Relations Functions and Decisions
PUBLIC RELATIONS: a variety of programs designed to promote or protect a company’s image or products.
DECISIONS IN MARKETING PR
FUNCTIONS & EVENTS
Press conferences / relations
Product publicity
Corporate communications
Lobbying
Counseling
- Build Awareness and Credibility
- Minimize Promotional Expenses
- Search for Stories
- Create News
- Hold Events to Convey Stories
or Create News
- Process, Resource, Logistics
Management
- Media Exposures
- Change in Awareness, Comprehension
or Attitudes from Surveys
- Sales and Profit Comparisons
Over Longer Periods
Establish Objectives
Choose Messages
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
Choose Vehicles
PUBLIC RELATIONS TOOLS
Publications
Events
Sponsorships
News
Speeches
Public Service Activities
Identity Media
Implement and Control
Measure Effectiveness