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
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. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall WHAT IS ADVERTISING? 18-3 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 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 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall ADVERTISING OBJECTIVES 18-10 Stage in the product life cycle Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 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 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 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 Copyright © 2009 Pearson Education, 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 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 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 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall PRINT ADS 18-15 Signature Copy Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 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 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall PRINT AD EVALUATION CRITERIA 18-17 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall MEDIA SELECTION Reach Frequency Impact Exposure • • • • 18-18 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall REACH X FREQUENCY = GRPS CHOOSING AMONG MAJOR MEDIA TYPES Target audience and media habits Product characteristics Message characteristics Cost Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 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 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall TABLE 18.2 MARKETING COMMUNICATION EXPENDITURES USA (2007) PLACE ADVERTISING Billboards Public spaces Product placement Point-of-purchase Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-21 18-22 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall FIGURE 18.3 CLASSIFICATION OF ADVERTISING TIMING PATTERNS 18-23 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 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. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 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 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall SALES PROMOTION TACTICS Select tools Develop program Pretest Implement and control Evaluate results 18-26 Establish objectives Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 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 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall WHY SPONSOR EVENTS? Choose events Design programs Measure effectiveness 18-28 Establish objectives Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 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 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall IDEAL EVENTS 18-30 Press relations Product publicity Corporate communications Lobbying Counseling Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 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 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall TASKS AIDED BY PUBLIC RELATIONS MAJOR TOOLS IN MARKETING PR Publications Events Sponsorships News Speeches Public Service Activities Identity Media Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-32 Choose messages Choose vehicles Implement Evaluate results 18-33 Establish objectives Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 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