1. Copyright © 2016 Pearson Education, Inc. 18-1 Chapter 20 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

2. Copyright © 2016 Pearson Education, Inc. 18-2 Developing and Managing an Advertising Program

3. Copyright © 2016 Pearson Education, Inc. 18-3 Developing and Managing an Advertising Program Setting the advertising objectives Deciding on the advertising budget Developing the advertising campaign Choosing media Evaluating advertising effectiveness

4. Copyright © 2016 Pearson Education, Inc. 18-4 Setting the Advertising Objectives Informative Persuasive Reminder Reinforcement

5. Copyright © 2016 Pearson Education, Inc. 18-5 Developing the Advertising Campaign Legal and social issues –Advertisers must not make false claims –Must not use false demonstrations –Must not create ads with the capacity to deceive –Must avoid bait-and-switch advertising

6. Copyright © 2016 Pearson Education, Inc. 18-6

7. Copyright © 2016 Pearson Education, Inc. 18-7 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-7 MEDIA SELECTION Reach Frequency Impact Exposure

8. Copyright © 2016 Pearson Education, Inc. 18-8 Choosing Media Choosing among major media types

9. Copyright © 2016 Pearson Education, Inc. 18-9 Choosing Media Place advertising options Billboards Public spaces Product placement Point of Purchase

10. Copyright © 2016 Pearson Education, Inc. 18-10 Evaluating Advertising Effectiveness Communication-effect research –In-home tests, trailer tests, theater tests, on-air tests Sales-effect research –Historical approach –Experimental data

11. Copyright © 2016 Pearson Education, Inc. 18-11 Sales Promotion 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

12. Copyright © 2016 Pearson Education, Inc. 18-12 Sales Promotion Selecting consumer promotion tools

13. Copyright © 2016 Pearson Education, Inc. 18-13 Sales Promotion Selecting trade promotion tools –Forward buying and diverting retailers

14. Copyright © 2016 Pearson Education, Inc. 18-14 Sales Promotion Selecting business and sales force promotion tools

15. Copyright © 2016 Pearson Education, Inc. 18-15 Events and Experiences Events objectives 1.To identify with a target market or lifestyle 2.To increase salience of company/product name 3.To create/reinforce key brand image associations 4.To enhance corporate image 5.To create experiences and evoke feelings 6.To express commitment to the community or on social issues 7.To entertain key clients or reward employees 8.To permit merchandising/promotional opportunities

16. Copyright © 2016 Pearson Education, Inc. 18-16 Events and Experiences Major sponsorship decisions –Choosing events –Designing sponsorship programs –Measuring sponsorship activities

17. Copyright © 2016 Pearson Education, Inc. 18-17 Public Relations PR department functions –Press relations –Product publicity –Corporate communications –Lobbying –Counseling

18. Copyright © 2016 Pearson Education, Inc. 18-18 Public Relations Marketing public relations (MPR) tasks Launching new products Repositioning mature products Building interest in product Influencing target groups Defending problem products Building corporate image

19. Copyright © 2016 Pearson Education, Inc. 18-19 Public Relations