Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Chapter 20 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations Copyright © 2016 Pearson Education, Inc. 18-1 Developing and Managing an Advertising Program Copyright © 2016 Pearson Education, Inc. 18-2 Developing and Managing an Advertising Program • Setting the advertising objectives • Deciding on the advertising budget • Developing the advertising campaign • Choosing media • Evaluating advertising effectiveness Copyright © 2016 Pearson Education, Inc. 18-3 Setting the Advertising Objectives Informative Persuasive Reminder Reinforcement Copyright © 2016 Pearson Education, Inc. 18-4 Developing the Advertising Campaign • Legal and social issues – Advertisers must not make false claims – Must not use false demonstrations – Must not create ads with the capacity to deceive – Must avoid bait-and-switch advertising Copyright © 2016 Pearson Education, Inc. 18-5 Copyright © 2016 Pearson Education, Inc. 18-6 MEDIA SELECTION • • • • Copyright © 2009 Pearson Education, Publishing as Prentice Hall Inc. CopyrightInc. © 2016 Pearson Education, Reach Frequency Impact Exposure 18-7 18-7 Choosing Media • Choosing among major media types Copyright © 2016 Pearson Education, Inc. 18-8 Choosing Media • Place advertising options Billboards Public spaces Product placement Point of Purchase Copyright © 2016 Pearson Education, Inc. 18-9 Evaluating Advertising Effectiveness • Communication-effect research – In-home tests, trailer tests, theater tests, on-air tests • Sales-effect research – Historical approach – Experimental data Copyright © 2016 Pearson Education, Inc. 18-10 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 Copyright © 2016 Pearson Education, Inc. 18-11 Sales Promotion • Selecting consumer promotion tools Copyright © 2016 Pearson Education, Inc. 18-12 Sales Promotion • Selecting trade promotion tools – Forward buying and diverting retailers Copyright © 2016 Pearson Education, Inc. 18-13 Sales Promotion • Selecting business and sales force promotion tools Copyright © 2016 Pearson Education, Inc. 18-14 Events and Experiences • Events objectives 1. 2. 3. 4. 5. 6. To identify with a target market or lifestyle To increase salience of company/product name To create/reinforce key brand image associations To enhance corporate image To create experiences and evoke feelings To express commitment to the community or on social issues 7. To entertain key clients or reward employees 8. To permit merchandising/promotional opportunities Copyright © 2016 Pearson Education, Inc. 18-15 Events and Experiences • Major sponsorship decisions – Choosing events – Designing sponsorship programs – Measuring sponsorship activities Copyright © 2016 Pearson Education, Inc. 18-16 Public Relations • PR department functions – Press relations – Product publicity – Corporate communications – Lobbying – Counseling Copyright © 2016 Pearson Education, Inc. 18-17 Public Relations • Marketing public relations (MPR) tasks Launching new products Repositioning mature products Building interest in product Building corporate image Defending problem products Influencing target groups Copyright © 2016 Pearson Education, Inc. 18-18 Public Relations Copyright © 2016 Pearson Education, Inc. 18-19