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18
Managing Mass
Communications:
Advertising,
Sales Promotions,
Events and Experiences,
and Public Relations
Marketing Management, 13th ed
What is Advertising?
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
18-2
Figure 18.1 The Five M’s of Advertising
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
18-3
Advertising Objectives
Informative
advertising
Persuasive
advertising
Reminder
advertising
Reinforcement
advertising
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
18-4
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
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
18-5
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
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
18-6
Print Ads
Advantages
• Detailed product
information
• Ability to
communicate user
imagery
• Flexibility
• Ability to segment
Disadvantages
• Passive medium
• Clutter
• Unable to
demonstrate
product use
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
18-7
Print Ad Components
Picture
Headline
Copy
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Signature
18-8
Media Selection
•
•
•
•
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Reach
Frequency
Impact
Exposure
18-9
Choosing Among Major Media Types
• Target audience and
media habits
• Product
characteristics
• Message
characteristics
• Cost
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
18-10
Major Media Types
•
•
•
•
•
Newspapers
Television
Direct mail
Radio
Magazines
•
•
•
•
•
•
Outdoor
Yellow Pages
Newsletters
Brochures
Telephone
Internet
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
18-11
Place Advertising
•
•
•
•
Billboards
Public spaces
Product placement
Point-of-purchase
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
18-12
What is Sales Promotion?
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
18-13
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
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
18-14
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
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
18-15
Tasks Aided by Public Relations
•
•
•
•
•
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
18-16
Public Relations Functions
•
•
•
•
•
Press relations
Product publicity
Corporate communications
Lobbying
Counseling
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
18-17
Major Tools in Marketing PR
•
•
•
•
•
•
Publications
Events
Sponsorships
News
Speeches
Public Service
Activities
• Identity Media
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
18-18