marketing - kotler - managing mass communication

8/19/2019 Marketing - Kotler - Managing Mass communication

1/34

Managing MassCommunications:

Advertising,Sales Promotions,

Events and Experiences,and Public Relations

Marketing Management, 13th ed

18


2/34

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Questions

! "hat steps are in#ol#ed in de#eloping anad#ertising progra$%

! Ho& should sales pro$otion decisions be

$ade%! "hat are the guidelines 'or e''ecti#e brand

building e#ents and e(periences%

! Ho& can co$panies e(ploit the potential o'public relations and publicity%


3/34


What is Advertising

Advertising is any paid 'or$ o'nonpersonal presentation and

pro$otion o' ideas, goods, or ser#icesby an identi'ied sponsor.


4/34


!he "ive M#s o$ Advertising

! +ission

! +oney

! +essage! +edia

! +easure$ent


5/34


Advertising %b&ectives

! In'or$ati#e

! Persuasi#e

! -e$inder ! -ein'orce$ent


6/34


"actors to Consider in Setting anAdvertising 'udget

! /tage in the product li'e cycle

! +aret share and consu$er base

! Co$petition and clutter ! d#ertising 'reuency

! Product substitutability


7/34Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

(eveloping theAdvertising Campaign

! +essage generation and e#aluation

! Creati#e de#elop$ent and e(ecution

! 4egal and social issues


8/34Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

Creative 'rie$

! Positioningstate$ent

!5ey $essage! 6arget $aret

! 7becti#es

! 5ey brand bene'its

! rand pro$ise

! E#idence o' pro$ise

! +edia! acground

! Creati#econsiderations


9/34


!elevision

Advantages

! -eaches broadspectru$ o' consu$ers

! 4o& cost per e(posure! bility to de$onstrate

product use

! bility to portray i$age

and brand personality

(isadvantages

! rie'

! Clutter

! High cost o' production! High cost o' place$ent

! 4ac o' attention by#ie&ers


10/34


Print Ads

Advantages

! :etailed productin'or$ation

! bility toco$$unicate useri$agery

! ;le(ibility! bility to seg$ent

(isadvantages

! Passi#e $ediu$

! Clutter

!


11/34


Print Ad Evaluation Criteria

! Is the $essage clear at a glance%

! Is the bene'it in the headline%

! :oes the illustration support the headline%

! :oes the 'irst line o' the copy support ore(plain the headline and illustration%

! Is the ad easy to read and 'ollo&%

! Is the product easily identi'ied%! Is the brand or sponsor clearly identi'ied%


12/34


Media Selection

! -each

! ;reuency

! I$pact! E(posure


13/34


Choosing Among Ma&or Media !)pes

! 6arget audience and $edia habits

! Product characteristics

! +essage characteristics! Cost


14/34


Ma&or Media !)pes

! =e&spapers

! 6ele#ision

! :irect $ail

! -adio

! +aga>ines

! 7utdoor

! ?ello& Pages

! =e&sletters

! rochures

! 6elephone

! Internet


15/34


!able *+- Mar.eting CommunicationExpenditures /-0012

Media 3 4 o$ !otal

6@ 32.1 )2

-adio 20.9 9

Internet 1.3 8

+aga>ines 2).3 11

=e&spaper *.8 20


16/34


Place Advertising

! illboards

! Public spaces

! Product place$ent

! Pointo'purchase


17/34


Measures o$ Audience Si5e

! Circulation

! udience

! E''ecti#e audience

! E''ecti#e ade(posed audience


18/34


"actors A$$ecting !iming Patterns

! uyer turno#er

! Purchase 'reuency

! ;orgetting rate


19/34


Media Schedule Patterns

! Continuity

! Concentration

! ;lighting! Pulsing


20/34


Evaluating AdvertisingE$$ectiveness

! Co$$unication E''ect -esearch

! Consu$er 'eedbac $ethod

! Port'olio tests! 4aboratory tests

! /alesE''ect -esearch


21/34


Measuring Sales 6mpact o$ Advertising

! /hare o' e(penditures

! /hare o' #oice

! /hare o' $ind and heart

! /hare o' $aret


22/34


What is Sales Promotion

Sales promotion consists o' acollection o' incenti#e tools, $ostlyshort ter$, designed to sti$ulate

uicer or greater purchase o'particular products or ser#ices by

consu$ers or the trade.


23/34


Sales Promotion !actics

Consumer7directed

! /a$ples

! Coupons

! Cash re'und o''ers! Price o''s

! Pre$iu$s

! Pri>es

! Patronage re&ards

! ;ree trials

! 6iein pro$otions

!rade7directed

! Price o''s

! llo&ances

! ;ree goods! /ales contests

! /pi''s

! 6rade sho&s! /pecialtyad#ertising


24/34


8sing Sales Promotions

! Establish obecti#es

! /elect tools

! :e#elop progra$! Pretest

! I$ple$ent and control

! E#aluate results


25/34


Events and Experiences

! A1*.9 billion spent on sponsorship in2003

! B sports

! 11B tours

! B 'esti#als, 'airs

! B arts

! 10B causes


26/34


Wh) Sponsor Events

! 6o identi'y &ith a particular target $aret or li'estyle

! 6o increase brand a&areness

! 6o create or rein'orce consu$er perceptions o'

ey brand i$age associations! 6o enhance corporate i$age

! 6o create e(periences and e#oe 'eelings

! 6o e(press co$$it$ent to co$$unity

! 6o entertain ey clients or re&ard e$ployees

! 6o per$it $erchandising or pro$otionalopportunities


27/34


8sing Sponsored Events


! Choose e#ents

! :esign progra$s! +easure e''ecti#eness


28/34


6deal Events

! udience closely $atches targetaudience

! E#ent generates $edia attention

! E#ent is uniue &ith 'e& sponsors

! E#ent lends itsel' to ancillary acti#ities

! E#ent enhances brand i$age o'sponsor


29/34


Customer Experience Management:Experience Providers

! Co$$unications

! Identity

! Product presence! Cobranding

! En#iron$ents

! Internet

! Electronic $edia! People


30/34


Steps in the CEM "rame9or.

! naly>e the custo$ers e(periential&orld

! uild the e(periential plat'or$

! :esign the brand e(perience

! /tructure the custo$er inter'ace

! Engage in continuous inno#ation


31/34


!as.s Aided b) Public Relations

! 4aunching ne& products

! -epositioning a $ature product

! uilding interest in a product category! In'luencing speci'ic target groups

! :e'ending products that ha#e

encountered public proble$s! uilding the corporate i$age in a &ay

that re'lects 'a#orable on products


32/34


Public Relations "unctions

! Press relations

! Product publicity

! Corporate co$$unications! 4obbying

! Counseling


33/34


Ma&or !ools in Mar.eting PR

! Publications

! E#ents

! /ponsorships! =e&s

! /peeches

! Public /er#ice cti#ities! Identity +edia

marketing - kotler - managing mass communication

Documents