Download objective

Chapter 17
Developing and Managing An
Advertising Program
 Advertising—any paid form of non-personal
presentation and promotion of ideas, goods, or
services by an identified sponsor.
 Major decisions (Five Ms):
 Mission—What are the objectives?
 Money—How much can be spent?
 Message—What message should be sent?
 Media—What media should be used?
 Measurement—How should the results be evaluated?
Setting the Objectives
 Advertising goal (or objective)—a specific
communication task and achievement level to be
accomplished with a specific audience in a specific
period.
 Classified according to their aim:
 Inform
 Persuade
 Remind
 Reinforce
Deciding on Reach, Frequency, and
Impact
 Reach (R)—the number of different persons or
households that are exposed to a particular media
schedule at least once during a specified period.
 Frequency (F)—The number of times within the
specified period that an average person or household
is exposed to the message.
 Impact (I)—the qualitative value of an exposure
through a given medium.
Choosing Among Major Media Types
 Consider four main variables:
 Target audience’s media habits
 Product
 Message
 Cost
Check out the Table: Profiles of Major Media Types
Alternative Advertising Options
 Place advertising (or out-of-home advertising) is a
broad category including many creative and
unexpected forms to grab consumers’ attention where
they work, play, and shop.
 Billboards
 Public spaces: Elevator, Airplane, Movie Screens etc.
 Product placement: In movie scenes
 Point-of-purchase: Shopping carts, aisles, shelves etc.
Selecting Specific Vehicles
 Audience size can be measured by:
 Circulation—number of physical units carrying the
advertising.
 Audience—number of people exposed to the vehicle.
 Effective audience—number of people with target
audience characteristics exposed to the vehicle.
Sales Promotion
 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.
Sales Promotion Tools
Consumer promotions
 Samples
 Coupons
 Cash refund offers
 Price packs
 Premiums
 Frequency programs
 Prizes
 Patronage awards
 Free trials
 Warranties
 Tie-in and cross promotions
 Point-of-purchase displays and demonstrations
Sales Promotion Objectives
 Attract new users
 Reward loyal customers
 Increase repurchase rates
 Attract brand switchers
Events Objectives
 Identify with a particular
 Create experiences and evoke
target market or life style
 Increase awareness of
company or product name
 Create or reinforce
perceptions of key brand
image associations
 Enhance corporate image
feelings
 Express commitment to the
community or on social
issues
 Entertain key clients or
reward key employees
 Permit merchandising or
promotional opportunities
Major Sponsorship Decisions
 Choosing event opportunities
 Designing sponsorship programs
 Event creation
 Measuring sponsorship activities
Creating Experiences
 Experiential marketing not only communicates
features and benefits but also connects a product or
service with unique and interesting experiences.
Public Relations
 Public—any group that has an actual or potential
interest in or impact on a company’s ability to achieve
its objectives.
 Public relations (PR)—includes a variety of
programs to promote or protect a company’s image or
individual products.
Major Tools in Marketing PR
 Publications
 Speeches
 Events
 Public-service activities
 Sponsorships
 Identity media
 News