Download File - MBA 649 Marketing management

LECTURE 9
MANAGING
COMMUNICATIONS
MBA 649 : Marketing Management
M Wahidul Islam
Fall 2014
18-2
Advertising is any paid form of nonpersonal
presentation and promotion of ideas, goods, or
services by an identified sponsor.
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Education, Inc. Publishing
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WHAT IS ADVERTISING?
18-3
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Education, Inc. Publishing
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FIGURE 18.1 THE FIVE M’S OF ADVERTISING
1-5
1-6
1-7
1-8
Persuasive
advertising
Reminder
advertising
Reinforcement
advertising
18-9
Informative
advertising
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ADVERTISING OBJECTIVES
18-10
Stage in the product life cycle
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FACTORS TO CONSIDER IN SETTING AN
ADVERTISING BUDGET
Market share and consumer base
Competition and clutter
Advertising frequency
Product substitutability
DEVELOPING THE
ADVERTISING CAMPAIGN
 Message
generation
and evaluation
 Creative
development and
execution
 Legal and social
issues
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18-11
MAJOR MEDIA TYPES
Television
 Print Ad





Newspapers
Magazines
Yellow Pages
Newsletters
Brochures
Direct mail
 Radio
 Outdoor Advertising – Billboards / Banners etc.
 Internet / Virtual
 Telephone

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Inc. Publishing as Prentice Hall
18-12

Disadvantages
 Brief
 Clutter
 High cost of
production
 High cost of
placement
 Lack of attention by
viewers
18-13
Advantages
 Reaches broad
spectrum of
consumers
 Low cost per exposure
 Ability to demonstrate
product use
 Ability to portray
image and brand
personality
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TELEVISION
Disadvantages
 Passive medium
 Clutter
 Unable to demonstrate
product use
18-14
Advantages
 Detailed product
information
 Ability to communicate
user imagery
 Flexibility
 Ability to segment
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Education, Inc. Publishing
as Prentice Hall
PRINT ADS
18-15
Signature
Copy
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PRINT AD COMPONENTS
Picture
Headline
the message clear at a glance?
 Is the benefit in the headline?
 Does the illustration support the
headline?
 Does the first line of the copy support or
explain the headline and illustration?
 Is the ad easy to read and follow?
 Is the product easily identified?
 Is the brand or sponsor clearly identified?
18-16
 Is
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PRINT AD EVALUATION CRITERIA
18-17
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MEDIA SELECTION
Reach
Frequency
Impact
Exposure
•
•
•
•
18-18
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REACH X FREQUENCY = GRPS
CHOOSING AMONG MAJOR MEDIA TYPES
 Target
audience
and media habits
 Product
characteristics
 Message
characteristics
 Cost
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18-19
$
% of Total
TV
72.1
32
Radio
20.9
9
Internet
16.7
8
Magazines
23.7
11
Newspaper
45.8
20
18-20
Media
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TABLE 18.2 MARKETING COMMUNICATION
EXPENDITURES USA (2007)
PLACE ADVERTISING
Billboards
 Public spaces
 Product placement
 Point-of-purchase

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18-21
18-22
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Education, Inc. Publishing
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FIGURE 18.3 CLASSIFICATION OF
ADVERTISING TIMING PATTERNS
18-23
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FIGURE 18.4 FORMULA FOR MEASURING
SALES IMPACT OF ADVERTISING
18-24
Sales promotions consist 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.
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WHAT IS SALES PROMOTION?
Trade-directed
 Price offs
 Allowances
 Free goods
 Sales contests
 Spiffs
 Trade shows
 Specialty advertising
18-25
Consumer-directed
 Samples
 Coupons
 Cash refund offers
 Price offs
 Premiums
 Prizes
 Patronage rewards
 Free trials
 Tie-in promotions
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SALES PROMOTION TACTICS
Select tools
Develop program
Pretest
Implement and control
Evaluate results
18-26
Establish objectives
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USING SALES PROMOTIONS
 To
18-27
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
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WHY SPONSOR EVENTS?
Choose events
Design programs
Measure effectiveness
18-28
Establish objectives
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USING SPONSORED EVENTS
Event generates media attention
Event is unique with few sponsors
Event lends itself to ancillary activities
Event enhances brand image of sponsor
18-29
Audience closely matches target market
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IDEAL EVENTS
18-30
Press relations
 Product publicity
 Corporate communications
 Lobbying
 Counseling

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PUBLIC RELATIONS FUNCTIONS
18-31
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

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TASKS AIDED BY PUBLIC RELATIONS
MAJOR TOOLS IN MARKETING PR
 Publications
 Events
 Sponsorships
 News
 Speeches
 Public
Service
Activities
 Identity Media
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18-32
Choose messages
Choose vehicles
Implement
Evaluate results
18-33
Establish objectives
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DECISIONS IN MARKETING PR
REFERENCES

Chapter – 18 Managing Mass Communications:
Advertising, Sales Promotions, Events and
Experiences, and Public Relations

Kotler, Philip, Keller, Kevin L., Koshy, Abraham and
Jha, Mithileshwar (2013-14) Marketing Management:
A South Asian Perspective (14thEdition) Pearson
Education Inc