Download 12. Managing Mass and Personal Communication

12. Managing Mass and Personal
Communication
Pemasaran
Citra Kusuma Dewi SE., MBA
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 brandbuilding events and experiences?
How can companies exploit the potential of
public relations and publicity?
Copyright © 2009 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
1. Setting Objectives
2. Deciding on the Budget
3. Developing the Campaign
4. Deciding on Media
5. Making Measurement Plans
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
18-5
1. Advertising Objectives
Informative: create brand awareness and
knowledge of new product or new features
Persuasive: create liking, preference and
purchase of product
Reminder: stimulate repeat purchase of product
and services
Reinforcement: convince that purchasers
made the right decision
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
18-6
2. Factors to Consider in Setting an
Advertising Budget

Stage in the product life cycle
New products typically merit large advertising budget

Market share and consumer base
High market share brands usually requires less advertising
expenditure

Competition and clutter
In a market with a large number of competitors and high
advertising spending, a brand must advertise more heavily

Advertising frequency
The number of repetitions has an impact on advertising budget

Product substitutability
commodity-like brands require heavy advertising to establish a
unique image
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
18-7
3. Developing the
Advertising Campaign
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
18-8
Viral Power of Advertising

..\Video\The T-Mobile Dance.mp4
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



Picture
Headline
copy matter
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
4. Variables in Media Selection
Reach: number of different persons or households
exposed to a particular media schedule at least once
during a specified time period
Frequency:
number of times within the specified
time period that an average person or household is
exposed to the message
Impact: qualitative value of an exposure through a
given medium.
Exposure:
exposure to the ad message.
Exposure depends upon Reach, Frequency, and Impact.
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
18-14
Major Media Types





Newspapers
Television
Direct mail
Radio
Magazines






Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Outdoor
Yellow Pages
Newsletters
Brochures
Telephone
Internet
18-15
Media Schedule Patterns
Continuity
Concentrated
Flighting
Pulsing
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
18-16
5. 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
18-17
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
18-18
Consumer-Directed Sales
Promotion Tactics




Samples
Coupons
Cash refund offers
Price offs





Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Premiums
Prizes
Patronage rewards
Free trials
Tie-in promotions
18-19
Trade-Directed
Sales Promotion Tactics




Price offs
Allowances
Free goods
Sales contests



Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Spiffs
Trade shows
Specialty
advertising
18-20
Events and Experiences
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
18-21
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
18-22
Public Relations Functions

Press relations
Presenting news and information about the organization in the most
positive light

Product publicity
Sponsoring efforts to publicize specific products.

Corporate communications
Promoting understanding of the organization through internal and
external communications.

Lobbying
Dealing with legislators and government officials to promote or
defeat legislation and regulation.

Counseling
Advising management about public issues, and company positions
and image during good times and bad.
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
18-23
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
18-24
Major Tools in Marketing PR







Publications
Events
Sponsorships
News
Speeches
Public Service Activities
Identity Media
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
18-25
Managing Personal
Communications
What is Direct Marketing?
Direct marketing is the use of consumerdirect channels to reach and deliver goods
and services to customers without using
market middlemen.
Direct mail
Catalogs
Telemarketing
Other direct response
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
19-27
Public Issues in Direct Marketing
Irritation
Unfairness
Deception/fraud
Invasion of privacy
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
19-28
Interactive Marketing






Tailored messages possible
Easy to track responsiveness
Contextual ad placement possible
Search engine advertising possible
Subject to click fraud
Consumers develop selective attention
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
19-29
Platforms of Social Media
Online Communities and Forums
Blogs
Social Networks
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
19-30
How to Start Buzz





Identify influential individuals and companies
and devote extra effort to them
Supply key people with product samples
Work through community influentials
Develop word-of-mouth referral channels to
build business
Provide compelling information that
customers want to pass along
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
19-31
Creating a Viral Marketing


..\Video\10 Epic Viral Marketing Videos.mp4
..\Video\Coca-Cola Happiness Machine.mp4
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
19-32
Sales Force Tasks







Prospecting
Targeting
Communicating
Selling
Servicing
Information gathering
Allocating
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
19-33
Figure 19.5 Managing the
Sales Force
Recruiting
Selecting
Training
Supervising
Motivating
Evaluating
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
19-34
Steps in Effective Selling
1. Prospecting/qualifying
2. Preapproach
3. Approach
4. Presentation
5. Overcoming objections
6. Closing
7. Follow up
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
19-35