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Developing and Managing the Advertising Campaign The Five Ms of Advertising • • • • • Mission Money Message Media Measurement • Objectives can be classified by aim: – – – – Inform Persuade Remind Reinforce Developing and Managing the Advertising Campaign The Five Ms of Advertising • • • • • 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 • • • • • 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 • • • • • 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 • • • • • Newspapers Television Direct mail Radio Magazines • • • • • • 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 • • • • • Mission Money Message Media Measurement • Evaluating advertising effectiveness – Communication-effect research – Sales-effect research Sales Promotion • Sales promotions are short-term incentives • 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 • • sales force promotion tools Develop the program Pretest the program Implement and evaluate the program Sales Promotion Major Consumer-Promotion Tools • • • • • Samples Coupons Cash refunds (rebates) Premiums Prizes (contests, sweepstakes, games) • Patronage awards • • • • • Free trials Product warranties Tie-in promotions Cross-promotions Point-of-purchase displays and demonstrations Public Relations • Public relations activities promote or protect the • image of a firm or product Public relations functions: – – – – – 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 • • • • Publications Events Sponsorships News • Speeches • Public-service activities • Identity media Direct Marketing • Direct marketing uses consumer-direct channels • • 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 • • • • Face-to-face selling Direct mail Catalog marketing Telemarketing • Direct-response • • TV marketing Kiosk marketing E-marketing Direct Marketing • Steps in Developing a Direct-Mail Campaign: – – – – – Step Step Step Step Step 1: 2: 3: 4: 5: Set objectives Identify target markets Define the offer Test the elements Measure results