1. 18 Managing Mass Communications

2. Chapter Questions
What steps are required 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?
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3. Old Spice’s Advertising Campaign
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4. Figure 18.1 The Five M’s of Advertising
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5. Developing an Advertising Program
Setting Objectives
Deciding on the Budget
Developing the Campaign
Deciding on Media
Making Measurement Plans
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6. Advertising Objectives
Informative
Persuasive
Reminder
Reinforcement
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7. 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
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8. Developing the Advertising Campaign
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9. Viral Power of Advertising
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10. 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
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11. Print Ads Advantages Detailed product information
Ability to communicate user imagery
Flexibility
Ability to segment
Disadvantages
Passive medium
Clutter
Unable to demonstrate product use
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12. Print Ad Components
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13. Print Ad Evaluation Criteria
Is the message clear at a glance?
Is the benefit in the headline?
Does the illustration support the headline?
Does the first line of the copy support or explain the headline and illustration?
Is the ad easy to read and follow?
Is the product easily identified?
Is the brand or sponsor clearly identified?
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14. Variables in Media Selection
Reach
Frequency
Impact
Exposure
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15. Figure 18.2 Relationship among Trial, Awareness, and the Exposure Function
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16. Choosing Among Major Media Types
Target audience and media habits
Product characteristics
Message characteristics
Cost
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17. GEICO’s Message Strategy for Magazine Medium
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18. Major Media Types Newspapers Television Direct mail Radio Magazines
Outdoor
Yellow Pages
Newsletters
Brochures
Telephone
Internet
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19. Place Advertising
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20. Figure 18.3 Advertising Timing Patterns
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21. Media Schedule Patterns
Continuity
Concentrated
Flighting
Pulsing
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22. Measuring Sales Impact of Advertising
Share of Expenditures
Share of Voice
Share of Mind and Heart
Share of Market
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23. What is Sales Promotion?
Sales promotion consists 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.
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24. Consumer-Directed Sales Promotion Tactics
Samples
Coupons
Cash refund offers
Price offs
Premiums
Prizes
Patronage rewards
Free trials
Tie-in promotions
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25. Trade-Directed Sales Promotion Tactics
Price offs
Allowances
Free goods
Sales contests
Spiffs
Trade shows
Specialty advertising
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26. Using Sales Promotions
Establish objectives
Select tools
Develop program
Pretest
Implement and control
Evaluate results
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27. Events and Experiences
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28. 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
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29. Using Sponsored Events
Choose events
Design programs
Measure effectiveness
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30. Public Relations Functions
Press relations
Product publicity
Corporate communications
Lobbying
Counseling
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31. 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
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32. Major Tools in Marketing PR
Publications
Events
Sponsorships
News
Speeches
Public Service Activities
Identity Media
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33. Decisions in Marketing PR
Establish objectives
Choose message
Choose vehicles
Implement
Evaluate results
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34. For Review
What steps are required 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 © 2011 Pearson Education, Inc.  Publishing as Prentice Hall