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Developing and Managing the
Advertising Campaign
The Five Ms of
Advertising
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Mission
Money
Message
Media
Measurement
• Objectives can be
classified by aim:
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Inform
Persuade
Remind
Reinforce
Developing and Managing the
Advertising Campaign
The Five Ms of
Advertising
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Mission
Money
Message
Media
Measurement
• Factors considered when
budget-setting:
– Stage of product life cycle
– Market share and consumer
base
– Competition and clutter
– Advertising frequency
– Product substitutability
Developing and Managing the
Advertising Campaign
The Five Ms of
Advertising
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Mission
Money
Message
Media
Measurement
• Factors considered when
choosing the advertising
message:
– Message generation
– Message evaluation and
selection
– Message execution
– Social responsibility review
Developing and Managing the
Advertising Campaign
The Five Ms of
Advertising
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Mission
Money
Message
Media
Measurement
• Developing media strategy
involves:
– Deciding on reach,
frequency, and impact
– Selecting media and vehicles
– Determining media timing
– Deciding on geographical
media allocation
Developing and Managing the
Advertising Campaign
Major Media Types
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Newspapers
Television
Direct mail
Radio
Magazines
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• Internet
Outdoor
Yellow pages
Newsletters
Brochures
Telephone
Developing and Managing the
Advertising Campaign
• Deciding on Media Categories
– Target audience’s media habits, nature of the product
and message, cost
• Media Timing Decisions
– Macroscheduling vs. microscheduling
– Continuity, concentration, flighting, and pulsing
scheduling options
• Deciding on Geographical Allocation
Developing and Managing the
Advertising Campaign
The Five Ms of
Advertising
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Mission
Money
Message
Media
Measurement
• Evaluating advertising
effectiveness
– Communication-effect
research
– Sales-effect research
Sales Promotion
• Sales promotions are short-term incentives
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designed to stimulate purchase among
consumers or trade
Purpose of sales promotion
– Attract new triers or brand switchers
– Reward loyal customers
– Increase repurchase rates
Sales Promotion
Steps in Sales Promotion
Program Development
• Establish objectives
• Select consumer-promotion
tools
• Select trade-promotion tools
• Select business- and
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sales force promotion
tools
Develop the program
Pretest the program
 Implement and evaluate the program
Sales Promotion
Major Consumer-Promotion Tools
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Samples
Coupons
Cash refunds (rebates)
Premiums
Prizes (contests, sweepstakes,
games)
• Patronage awards
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Free trials
Product warranties
Tie-in promotions
Cross-promotions
Point-of-purchase displays
and demonstrations
Public Relations
• Public relations activities promote or protect the
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image of a firm or product
Public relations functions:
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Press relations
Product publicity
Corporate communications
Lobbying
Counseling
Public Relations
• Marketing Public Relations (MPR)
– Plays an important role in
• New product launches
• Repositioning of mature brand
• Building interest in product category
• Influencing specific target groups
• Defending products with public problems
• Building the corporate image
• Three Major MPR Decisions
Public Relations
Major Public Relations Tools
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Publications
Events
Sponsorships
News
• Speeches
• Public-service activities
• Identity media
Direct Marketing
• Direct marketing uses consumer-direct channels
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to reach and deliver offerings to consumers
without intermediaries.
Direct marketing is growing and offers
consumers key benefits.
Firms are recognizing the importance of
integrated direct marketing efforts.
Direct Marketing
Major Direct Marketing Tools
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Face-to-face selling
Direct mail
Catalog marketing
Telemarketing
• Direct-response
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TV marketing
Kiosk marketing
E-marketing
Direct Marketing
• Steps in Developing a Direct-Mail Campaign:
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Step
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Set objectives
Identify target markets
Define the offer
Test the elements
Measure results