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18 Managing
Mass Communications
1
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-2
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?
Old Spice’s Advertising Campaign
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Figure 18.1 The Five M’s of Advertising
Developing an Advertising Program
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Setting Objectives
Deciding on the Budget
Developing the Campaign
Deciding on Media
Making Measurement Plans
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Advertising Objectives
Informative
Persuasive
Reminder
Reinforcement
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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
Viral Power of Advertising
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-10
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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Print Ads
Advantages Detailed product
information Ability to communicate
user imagery Flexibility Ability to segment
Disadvantages Passive medium Clutter Unable to demonstrate
product use
Print Ad Components
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-13
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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Variables in Media Selection
Reach
Frequency
Impact
Exposure
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
GEICO’s Message Strategy for Magazine Medium
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-18
Major Media Types
Newspapers Television Direct mail Radio Magazines
Outdoor Yellow Pages Newsletters Brochures Telephone Internet
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Place Advertising
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Figure 18.3 Advertising Timing Patterns
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Media Schedule Patterns
Continuity
Concentrated
Flighting
Pulsing
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Measuring Sales Impact of Advertising
Share of Expenditures
Share of Voice
Share of Mind and Heart
Share of Market
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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.
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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Trade-Directed Sales Promotion Tactics Price offs Allowances Free goods Sales contests
Spiffs Trade shows Specialty
advertising
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-26
Using Sales Promotions
Establish objectives Select tools Develop program Pretest Implement and control Evaluate results
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Events and Experiences
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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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Using Sponsored Events
Choose events Design programs Measure effectiveness
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Public Relations Functions
Press relations Product publicity Corporate communications Lobbying Counseling
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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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Major Tools in Marketing PR
Publications Events Sponsorships News Speeches Public Service Activities Identity Media
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Decisions in Marketing PR
Establish objectives Choose message Choose vehicles Implement Evaluate results
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 18-34