Download Kotler Keller 2

Survey
yes no Was this document useful for you?
   Thank you for your participation!

* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project

Document related concepts
Transcript
1
18
Managing
Mass Communications
Figure 18.1 The Five M’s of
Advertising
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
18-2
Advertising Objectives
Informative
Persuasive
Reminder
Reinforcement
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
18-3
Media Selection
•
•
•
•
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Reach
Frequency
Impact
Exposure
18-5
Major Media Types







Newspapers
Television
Direct mail
Radio
Magazines
Outdoor/Place
Internet
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
18-6
Place Advertising
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
18-7
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
18-8
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
18-9
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
18-10
Events and Experiences
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
18-11
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
18-12
Public Relations Functions





Press relations
Product publicity
Corporate communications
Lobbying
Counseling
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
18-13
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
18-14