Download KotlerMM_ch18 - UMM Directory

MARKETING MANAGEMENT
12th edition
18
Managing Mass
Communications
Kotler
Keller
Chapter Questions
• What steps are involved in developing an
advertising program?
• How should sales promotion decisions be
made?
• What are the guidelines for effective brandbuilding events and experiences?
• How can companies exploit the potential of
public relations and publicity?
18-2
Advertising
Any paid form of nonpersonal presentation
and promotion of ideas, goods, or
services by an identified sponsor.
18-3
Procter & Gamble’s Advertising History
18-4
Figure 18.1 The Five M’s of Advertising
18-5
Advertising Objectives
Informative
advertising
Persuasive
advertising
Reminder
advertising
Reinforcement
advertising
18-6
Factors to Consider in Setting an
Advertising Budget
Stage in the product life cycle
Market share and consumer base
Competition and clutter
Advertising frequency
Product substitutability
18-7
Developing the Advertising Campaign
• Message generation
and evaluation
• Creative development
and execution
• Social responsibility
review
18-8
Creative Brief
•
•
•
•
•
Positioning statement
Key message
Target market
Objectives
Key brand benefits
•
•
•
•
•
Brand promise
Evidence of promise
Media
Background
Creative
considerations
18-9
Television
Advantages
• Reaches broad
spectrum of
consumers
• Low cost per exposure
• Ability to demonstrate
product use
• Ability to portray
image and brand
personality
Disadvantages
• Brief
• Clutter
• High cost of
production
• High cost of
placement
• Lack of attention by
viewers
18-10
Print Ads
Advantages
• Detailed product
information
• Ability to communicate
user imagery
• Flexibility
• Ability to segment
Disadvantages
• Passive medium
• Clutter
• Unable to
demonstrate product
use
18-11
Print Ad Components
Headline
Picture
Copy
Signature
18-12
Print Ad Evaluation Criteria
•
•
•
•
Is 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?
18-13
Media Selection
•
•
•
•
Reach
Frequency
Impact
Exposure
18-14
Figure 1.2 Relationship among Trial,
Awareness, and the Exposure Function
18-15
Reach x Frequency = GRPs
18-16
Choosing Among Major Media Types
• Target audience and
media habits
• Product
characteristics
• Message
characteristics
• Cost
18-17
Major Media Types
•
•
•
•
•
Newspapers
Television
Direct mail
Radio
Magazines
•
•
•
•
•
•
Outdoor
Yellow pages
Newsletters
Brochures
Telephone
Internet
18-18
Table 18.2 Marketing Communication
Expenditures (2001)
Media
$
% of Total
TV
52.7
22
Radio
19.4
8
Internet
3.4
1
Magazines
12.3
5
Newspaper
49.4
21
18-19
Place Advertising
•
•
•
•
Billboards
Public spaces
Product placement
Point-of-purchase
18-20
Measures of Audience Size
•
•
•
•
Circulation
Audience
Effective audience
Effective ad-exposed
audience
18-21
Figure 18.3 Classification of
Advertising Timing Patterns
18-22
Factors Affecting Timing Patterns
• Buyer turnover
• Purchase frequency
• Forgetting rate
18-23
Media Schedule Patterns
•
•
•
•
Continuity
Concentration
Flighting
Pulsing
18-24
Evaluating Advertising Effectiveness
• Communication Effect
Research
– Consumer
feedback method
– Portfolio tests
– Laboratory tests
• Sales-Effect Research
18-25
Sales Promotion
Collection of incentive tools, mostly
short term, designed to stimulate
quicker or greater purchase
of particular products or services
by consumers or the trade.
18-26
Sales Promotion Tactics
Consumer-directed
• Samples
• Coupons
• Cash refund offers
• Price offs
• Premiums
• Prizes
• Patronage rewards
• Free trials
• Tie-in promotions
Trade-directed
• Price offs
• Allowances
• Free goods
• Sales contests
• Spiffs
• Trade shows
• Specialty advertising
18-27
Using Sales Promotions
Establish objectives
Select tools
Develop program
Pretest
Implement and control
Evaluate results
18-28
Events and Experiences
• $11.14 billion spent on
sponsorship in 2004
– 69% sports
– 10% tours
– 7% festivals, fairs
– 5% arts
– 9% causes
18-29
Why Sponsor Events?
• To 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
18-30
Using Sponsored Events
Establish objectives
Choose event opportunities
Design program
Implement and control
Measure effectiveness
18-31
Ideal Events
Audience closely matches target market
Event generates media attention
Event is unique with few sponsors
Event lends itself to ancillary activities
Event enhances brand image of sponsor
18-32
Public Relations Functions
•
•
•
•
•
Press relations
Product publicity
Corporate communications
Lobbying
Counseling
18-33
Marketing Public Relations Functions
•
•
•
•
•
•
Assist in product launches
Assist in repositioning mature products
Build interest in a product category
Influence specific target groups
Defend products
Build corporate image
18-34
Major Tools in Marketing PR
•
•
•
•
•
•
Publications
Events
Sponsorships
News
Speeches
Public Service
Activities
• Identity Media
18-35
Steps in Marketing PR
Establish objectives
Choose messages
Choose vehicles
Implement and control
Measure effectiveness
18-36
Marketing Debate
 Has TV Advertising Lost Power?
Take a position:
1. TV advertising has faded in importance.
2. TV advertising is still the most powerful
advertising medium.
18-37
Marketing Discussion
 What are some of your favorite TV
ads? Why? How effective are
the message and creative
strategies? How are they
building brand equity?
18-38