3484-3201 kotler mm 13e media 18-mass communication

8/12/2019 3484-3201 Kotler MM 13e Media 18-Mass Communication

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Managing Mass

Communications:

Advertising,Sales Promotions,

Events and Experiences,

and Public Relations

18

Marketing Management

A Sou th Asian Perspect ive, 13th

ed


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Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 18-2

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 ofpublic relations and publicity?


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AIDS prevention campaign in

West Bengal was a unique

integrated mass media campaign


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What is Advertising?

Advertisingis any paid form of

nonpersonal presentation and

promotion of ideas, goods, or services

by an identified sponsor.


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Procter & Gambles

Advertising History
http://localhost/var/www/apps/conversion/tmp/scratch_3/18_Procter.mov


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Figure 18.1 The Five Ms of Advertising


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Advertising Objectives

Informative

advertising

Reminder

advertising

Reinforcement

advertising

Persuasive

advertising


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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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Developing the

Advertising Campaign

Message generation

and evaluation

Creative

development andexecution

Legal and social

issues


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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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Print Ads

Advantages

Detailed product

information

Ability tocommunicate user

imagery

Flexibility Ability to segment

Disadvantages

Passive medium

Clutter

Unable to

demonstrate

product use


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Print Ad Components

Headline

Picture

SignatureCopy


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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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Communicating to the Rural

Audience

Large variations in language and culture Campaigns have to be tailor made for product

and region

Product demonstrations inhaats

,mandis

,and melas(fairs) are useful

TV and print media do not reach all villagesand all customers

Wall paintings and signboards very popular

Folk theatre, magic shows and puppet showsare also used as a media vehicle


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Media Selection

Reach

Frequency

Impact

Exposure


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Figure 18.2 Relationship Among Trial,

Awareness, and the Exposure

Function


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Choosing Among Major Media Types

Target audience and media habits

Product characteristics

Message characteristics Cost


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Major Media Types

Newspapers

Television

Direct mail

Radio

Magazines

Outdoor

Yellow Pages

Newsletters

Brochures

Telephone

Internet


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Table 18.2 Advertising Research

Techniques

For Print Ads

For Broadcast Ads

In-house tests Trailer tests

Theater tests

On-air tests


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Place Advertising

Billboards

Public spaces

Product placement

Point-of-purchase


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Measures of Audience Size

Circulation

Audience

Effective audience

Effective ad-exposed audience


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Figure 18.3 Classification of

Advertising Timing Patterns


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Factors Affecting Timing Patterns

Buyer turnover

Purchasefrequency

Forgetting rate


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Media Schedule Patterns

Continuity

Concentration

Flighting

Pulsing


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Evaluating Advertising

Effectiveness

Communication-Effect Research

Consumer feedback method

Portfolio tests Laboratory tests

Sales-Effect Research


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Figure 18.4 Formula for Measuring

Sales Impact of Advertising


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What is Sales Promotion?

Sales promotionsconsist of a

collection of incentive tools, mostly

short term, designed to stimulate

quicker or greater purchase ofparticular products or services by

consumers or the trade.


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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

Specialtyadvertising


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Using Sales Promotions

Establish objectives

Select tools

Develop program

Pretest

Implement and control

Evaluate results


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Why Sponsor Events?

To identify with a particular target market orlife 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 promotionalopportunities


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Using Sponsored Events


Choose events

Design programs

Measure effectiveness


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Ideal Events

Audience closely matches target market

Event generates media attention

Event is unique with few sponsors

Event lends itself to ancillary activities

Event enhances brand image of sponsor


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Customer Experience Management:

Experience Providers

Communications

Identity

Product presence Co-branding

Environments

Internet

Electronic media People


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Steps in the CEM Framework

Analyze the customers experiential world

Build the experiential platform

Design the brand experience

Structure the customer interface

Engage in continuous innovation


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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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Public Relations Functions

Press relations

Product publicity

Corporate communications Lobbying

Counseling


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Major Tools in Marketing PR

Publications

Events

Sponsorships

News

Speeches

Public Service

Activities Identity Media


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Decisions in Marketing PR


Choose messages

Choose vehicles

Implement

Evaluate results


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Marketing Debate

Should marketers test advertising?

Take a position:

1. Ad pretesting is an unnecessary wasteof marketing dollars.

or

2. Ad pretesting provides an importantdiagnostic function for marketers as to the

likely success of an ad campaign.


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C i ht 2009 D li Ki d l (I di ) P t Ltd 18 40

Marketing Discussion

What are some of your favorite TV

ads? Why? How effective are the message and

creative strategies?

How are they building brand equity?

3484-3201 kotler mm 13e media 18-mass communication

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