12 Managing Mass and Personal Communication Pemasaran Citra

12. Managing Mass and Personal Communication Pemasaran Citra Kusuma Dewi SE. , MBA

Managing Mass Communications

Chapter Questions § § What steps are required in developing an advertising program? How should sales promotion decisions be made? What are the guidelines for effective brandbuilding events and experiences? How can companies exploit the potential of public relations and publicity? Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18 -3

Figure 18. 1 The Five M’s of Advertising Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18 -4

Developing an Advertising Program 1. Setting Objectives 2. Deciding on the Budget 3. Developing the Campaign 4. Deciding on Media 5. Making Measurement Plans Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 18 -5

1. Advertising Objectives Informative: create brand awareness and knowledge of new product or new features Persuasive: create liking, preference and purchase of product Reminder: stimulate repeat purchase of product and services Reinforcement: convince that purchasers made the right decision Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18 -6

2. Factors to Consider in Setting an Advertising Budget Stage in the product life cycle New products typically merit large advertising budget § Market share and consumer base High market share brands usually requires less advertising § expenditure § Competition and clutter In a market with a large number of competitors and high advertising spending, a brand must advertise more heavily § Advertising frequency The number of repetitions has an impact on advertising budget § Product substitutability commodity-like brands require heavy advertising to establish a unique image Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18 -7

3. Developing the Advertising Campaign Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18 -8

Viral Power of Advertising § . . VideoThe T-Mobile Dance. mp 4 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 18 -9

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 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18 -10

Print Ads Advantages § Detailed product information § Ability to communicate user imagery § Flexibility § Ability to segment Disadvantages § Passive medium § Clutter § Unable to demonstrate product use Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18 -11

Print Ad Components § § § Picture Headline copy matter Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 18 -12

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? Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18 -13

4. Variables in Media Selection Reach: number of different persons or households exposed to a particular media schedule at least once during a specified time period Frequency: number of times within the specified time period that an average person or household is exposed to the message Impact: qualitative value of an exposure through a given medium. Exposure: exposure to the ad message. Exposure depends upon Reach, Frequency, and Impact. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18 -14

Major Media Types § § § Newspapers Television Direct mail Radio Magazines § § § Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Outdoor Yellow Pages Newsletters Brochures Telephone Internet 18 -15

Media Schedule Patterns Continuity Concentrated Flighting Pulsing Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18 -16

5. Measuring Sales Impact of Advertising Share of Expenditures Share of Voice Share of Mind and Heart Share of Market Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18 -17

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. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18 -18

Consumer-Directed Sales Promotion Tactics § § Samples Coupons Cash refund offers Price offs § § § Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Premiums Prizes Patronage rewards Free trials Tie-in promotions 18 -19

Trade-Directed Sales Promotion Tactics § § Price offs Allowances Free goods Sales contests § § § Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Spiffs Trade shows Specialty advertising 18 -20

Events and Experiences Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18 -21

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 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18 -22

Public Relations Functions § Press relations Presenting news and information about the organization in the most positive light § Product publicity Sponsoring efforts to publicize specific products. § Corporate communications Promoting understanding of the organization through internal and external communications. § Lobbying Dealing with legislators and government officials to promote or defeat legislation and regulation. § Counseling Advising management about public issues, and company positions and image during good times and bad. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18 -23

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 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18 -24

Major Tools in Marketing PR § § § § Publications Events Sponsorships News Speeches Public Service Activities Identity Media Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18 -25

Managing Personal Communications

What is Direct Marketing? Direct marketing is the use of consumerdirect channels to reach and deliver goods and services to customers without using market middlemen. Direct mail Catalogs Telemarketing Other direct response Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 19 -27

Public Issues in Direct Marketing Irritation Unfairness Deception/fraud Invasion of privacy Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 19 -28

Interactive Marketing § § § Tailored messages possible Easy to track responsiveness Contextual ad placement possible Search engine advertising possible Subject to click fraud Consumers develop selective attention Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 19 -29

Platforms of Social Media Online Communities and Forums Blogs Social Networks Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 19 -30

How to Start Buzz § § § Identify influential individuals and companies and devote extra effort to them Supply key people with product samples Work through community influentials Develop word-of-mouth referral channels to build business Provide compelling information that customers want to pass along Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 19 -31

Creating a Viral Marketing § § . . Video10 Epic Viral Marketing Videos. mp 4. . VideoCoca-Cola Happiness Machine. mp 4 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 19 -32

Sales Force Tasks § § § § Prospecting Targeting Communicating Selling Servicing Information gathering Allocating Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 19 -33

Figure 19. 5 Managing the Sales Force Recruiting Selecting Training Supervising Motivating Evaluating Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 19 -34

Steps in Effective Selling 1. Prospecting/qualifying 2. Preapproach 3. Approach 4. Presentation 5. Overcoming objections 6. Closing 7. Follow up Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 19 -35