Marketing Communication: Advertising Chapter 12 Marketing Communication: Advertising Marketing Hospitality, 3rd ed., Hsu/Powers
Communication Mix Advertising Sales promotion Personal selling Public relations (PR) Publicity
Objectives of Marketing Communication Inform Persuade Remind
Decline or Regeneration Reminding/ Persuasive Principal Communication Strategies High Annual Sales ($) Stage I Introduction Stage II Growth Stage III Maturity Stage VI Decline or Regeneration Low Informative Persuasive Reminding/ Persuasive Reminding Time
Communication Strategy and Decision Making Problem Awareness Inform Information Search Alternative Evaluation Persuade Purchase Decision Remind Postpurchase Evaluation
Stimulating Demand Primary demand Selective demand
Hierarchy of Marketing Communication Objectives –AIDA Awareness Interest Desire Action
Operations (and Reminder Promotion) Roles of Promotion and Operations on AIDA Impact Operations (and Reminder Promotion) Adoption and Repeat Patronage Trial Desire Promotion Interest Awareness Input/Time
Advertising Goals and Objectives Build or sustain an image Create immediate sales Objectives Measurable
Advertising Planning Target audience Message Media Timing Budget
Target Audience Audience segments Multiple decision makers Nonusers Emergents Loyals Switchers Multiple decision makers Diverse population
Message Unique selling proposition (USP) Cutter through the clutter Value Uniqueness Believable Benefits Cutter through the clutter Headline Humor Comparative advertising Spokesperson
Advertising Media Characteristics Cost per thousand (CPM) Reach Frequency Gross rating points (GRP) Impact
Media Alternatives Electronic media Television Radio Internet Area of dominant influence (ADI) Radio Internet Other electronic media Print media Newspapers Newspaper inserts Magazines
Media Alternatives (Cont.) Electronic media Print media Outdoor media Signs Billboards Collateral materials Brochures Specialty items Direct mail Due bills
Advertising Timing Continuity Flighting
Advertising Timing Continuity Flighting Time Period 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Desired * * * * * * * * * * * * * * Flighting * * * * * * * * * * *
Advertising Budget Percentage of sales Zero-based (Objective-oriented)