1. Developing and Managing the Advertising Campaign
The Five Ms of Advertising
Mission
Money
Message
Media
Measurement
Objectives can be classified by aim:
Inform
Persuade
Remind
Reinforce

2. Developing and Managing the Advertising Campaign
The Five Ms of Advertising
Mission
Money
Message
Media
Measurement
Factors considered when budget-setting:
Stage of product life cycle
Market share and consumer base
Competition and clutter
Advertising frequency
Product substitutability

3. Developing and Managing the Advertising Campaign
The Five Ms of Advertising
Mission
Money
Message
Media
Measurement
Factors considered when choosing the advertising message:
Message generation
Message evaluation and selection
Message execution
Social responsibility review

4. Developing and Managing the Advertising Campaign
The Five Ms of Advertising
Mission
Money
Message
Media
Measurement
Developing media strategy involves:
Deciding on reach, frequency, and impact
Selecting media and vehicles
Determining media timing
Deciding on geographical media allocation

5. Developing and Managing the Advertising Campaign
Major Media Types
Newspapers
Television
Direct mail
Radio
Magazines
Outdoor
Yellow pages
Newsletters
Brochures
Telephone
Internet

6. Developing and Managing the Advertising Campaign
Deciding on Media Categories
Target audience’s media habits, nature of the product and message, cost
Media Timing Decisions
Macroscheduling vs. microscheduling
Continuity, concentration, flighting, and pulsing scheduling options
Deciding on Geographical Allocation

7. Developing and Managing the Advertising Campaign
The Five Ms of Advertising
Mission
Money
Message
Media
Measurement
Evaluating advertising effectiveness
Communication-effect research
Sales-effect research

8. Sales Promotion
Sales promotions are short-term incentives designed to stimulate purchase among consumers or trade
Purpose of sales promotion
Attract new triers or brand switchers
Reward loyal customers
Increase repurchase rates

9. Steps in Sales Promotion Program Development
Establish objectives
Select consumer-promotion tools
Select trade-promotion tools
Select business- and sales force promotion tools
Develop the program
Pretest the program
Implement and evaluate the program

10. Major Consumer-Promotion Tools
Sales Promotion
Major Consumer-Promotion Tools
Samples
Coupons
Cash refunds (rebates)
Premiums
Prizes (contests, sweepstakes, games)
Patronage awards
Free trials
Product warranties
Tie-in promotions
Cross-promotions
Point-of-purchase displays and demonstrations

11. Public Relations
Public relations activities promote or protect the image of a firm or product
Public relations functions:
Press relations
Product publicity
Corporate communications
Lobbying
Counseling

12. Public Relations Marketing Public Relations (MPR)
Plays an important role in
New product launches
Repositioning of mature brand
Building interest in product category
Influencing specific target groups
Defending products with public problems
Building the corporate image
Three Major MPR Decisions

13. Major Public Relations Tools
Publications
Events
Sponsorships
News
Speeches
Public-service activities
Identity media

14. Direct Marketing
Direct marketing uses consumer-direct channels to reach and deliver offerings to consumers without intermediaries.
Direct marketing is growing and offers consumers key benefits.
Firms are recognizing the importance of integrated direct marketing efforts.

15. Major Direct Marketing Tools
Face-to-face selling
Direct mail
Catalog marketing
Telemarketing
Direct-response TV marketing
Kiosk marketing
E-marketing

16. Direct Marketing Steps in Developing a Direct-Mail Campaign:
Step 1: Set objectives
Step 2: Identify target markets
Step 3: Define the offer
Step 4: Test the elements
Step 5: Measure results