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18
Managing
Mass Communications
Chapter Questions
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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?
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18-2
Old Spice’s Advertising Campaign
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18-3
Figure 18.1 The Five M’s of
Advertising
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18-4
Developing an
Advertising Program
Setting Objectives
Deciding on the Budget
Developing the Campaign
Deciding on Media
Making Measurement Plans
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18-5
Advertising Objectives
Informative
Persuasive
Reminder
Reinforcement
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18-6
Factors to Consider in Setting an
Advertising Budget
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Stage in the product life cycle
Market share and consumer base
Competition and clutter
Advertising frequency
Product substitutability
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18-7
Developing the
Advertising Campaign
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18-8
Viral Power of Advertising
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18-9
Television
Advantages
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Reaches broad
spectrum of consumers
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Low cost per exposure
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Ability to demonstrate
product use
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Ability to portray image
and brand personality
Disadvantages
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Brief
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Clutter
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High cost of production
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High cost of placement
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Lack of attention by
viewers
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Print Ads
Advantages
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Detailed product
information
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Ability to communicate
user imagery
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Flexibility
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Ability to segment
Disadvantages
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Passive medium
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Clutter
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Unable to demonstrate
product use
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18-11
Print Ad Components
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18-12
Print Ad Evaluation Criteria
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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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18-13
Variables in Media Selection
Reach
Frequency
Impact
Exposure
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18-14
Figure 18.2 Relationship among
Trial, Awareness, and the
Exposure Function
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18-15
Choosing Among Major Media Types
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Target audience and media habits
Product characteristics
Message characteristics
Cost
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18-16
GEICO’s Message Strategy for
Magazine Medium
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18-17
Major Media Types
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Newspapers
Television
Direct mail
Radio
Magazines
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Outdoor
Yellow Pages
Newsletters
Brochures
Telephone
Internet
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Place Advertising
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18-19
Figure 18.3 Advertising
Timing Patterns
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18-20
Media Schedule Patterns
Continuity
Concentrated
Flighting
Pulsing
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18-21
Measuring Sales Impact of Advertising
Share of Expenditures
Share of Voice
Share of Mind and Heart
Share of Market
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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.
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18-23
Consumer-Directed Sales
Promotion Tactics
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Samples
Coupons
Cash refund offers
Price offs
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Premiums
Prizes
Patronage rewards
Free trials
Tie-in promotions
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Trade-Directed
Sales Promotion Tactics
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Price offs
Allowances
Free goods
Sales contests
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Spiffs
Trade shows
Specialty
advertising
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Using Sales Promotions
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Establish objectives
Select tools
Develop program
Pretest
Implement and control
Evaluate results
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18-26
Events and Experiences
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18-27
Why Sponsor Events?
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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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18-28
Using Sponsored Events
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Choose events
Design programs
Measure effectiveness
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18-29
Public Relations Functions
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Press relations
Product publicity
Corporate communications
Lobbying
Counseling
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18-30
Tasks Aided by Public Relations
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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
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18-31
Major Tools in Marketing PR
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Publications
Events
Sponsorships
News
Speeches
Public Service Activities
Identity Media
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Decisions in Marketing PR
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Establish objectives
Choose message
Choose vehicles
Implement
Evaluate results
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18-33
For Review
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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 © 2011 Pearson Education, Inc. Publishing as Prentice Hall
18-34