Marketing Management, 13th ed 18 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations Marketing Management, 13th ed

Chapter Questions What steps are involved in developing an advertising program? How should sales promotion decisions be made? What are the guidelines for effective brand-building events and experiences? How can companies exploit the potential of public relations and publicity? 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

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 18-6

Print Ad Components Picture Headline Copy Signature Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-7

Media Selection Reach Frequency Impact Exposure Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-8

Figure 18.2 Relationship among Trial, Awareness, and the Exposure Function Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-9

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 18-10

Figure 18.3 Classification of Advertising Timing Patterns Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-11

Factors Affecting Timing Patterns Buyer turnover Purchase frequency Forgetting rate Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-12

Media Schedule Patterns Continuity Concentration Flighting Pulsing Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-13

Figure 18.4 Formula for Measuring Sales Impact of Advertising Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-14

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 18-15

Using Sales Promotions Establish objectives Select tools Develop program Pretest Implement and control Evaluate results Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-16

Using Sponsored Events Establish objectives Choose events Design programs Measure effectiveness Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-17

Steps in the CEM Framework Analyze the customer’s experiential world Build the experiential platform Design the brand experience Structure the customer interface Engage in continuous innovation Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-18

Decisions in Marketing PR Establish objectives Choose messages Choose vehicles Implement Evaluate results Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 18-19