CHAPTER 20 Managing Mass Communications Advertising Sales Promotions

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CHAPTER 20 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

CHAPTER 20 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations Copyright © 2016 Pearson Education, Inc. 18 -

DEVELOPING AND MANAGING AN ADVERTISING PROGRAM Copyright © 2016 Pearson Education, Inc. 18 -2

DEVELOPING AND MANAGING AN ADVERTISING PROGRAM Copyright © 2016 Pearson Education, Inc. 18 -2

DEVELOPING AND MANAGING AN ADVERTISING PROGRAM • Setting the advertising objectives • Deciding on

DEVELOPING AND MANAGING AN ADVERTISING PROGRAM • Setting the advertising objectives • Deciding on the advertising budget • Developing the advertising campaign • Choosing media • Evaluating advertising effectiveness Copyright © 2016 Pearson Education, Inc. 18 -3

SETTING THE ADVERTISING OBJECTIVES Informative Persuasive Reminder Reinforcement Copyright © 2016 Pearson Education, Inc.

SETTING THE ADVERTISING OBJECTIVES Informative Persuasive Reminder Reinforcement Copyright © 2016 Pearson Education, Inc. 18 -4

Copyright © 2016 Pearson Education, Inc. 18 -5

Copyright © 2016 Pearson Education, Inc. 18 -5

MEDIA SELECTION • • Reach Frequency Impact Exposure Copyright © 2016 Pearson Education, Inc.

MEDIA SELECTION • • Reach Frequency Impact Exposure Copyright © 2016 Pearson Education, Inc. COPYRIGHT © 2009 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL 18 -6

CHOOSING MEDIA • Place advertising options Billboards Public spaces Product placement Point of Purchase

CHOOSING MEDIA • Place advertising options Billboards Public spaces Product placement Point of Purchase Copyright © 2016 Pearson Education, Inc. 18 -7

SALES PROMOTION • A collection of incentive tools, mostly short term, designed to stimulate

SALES PROMOTION • 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 © 2016 Pearson Education, Inc. 18 -8

SALES PROMOTION • Selecting consumer promotion tools Copyright © 2016 Pearson Education, Inc. 18

SALES PROMOTION • Selecting consumer promotion tools Copyright © 2016 Pearson Education, Inc. 18 -9

SALES PROMOTION • Selecting trade promotion tools – Forward buying and diverting retailers Copyright

SALES PROMOTION • Selecting trade promotion tools – Forward buying and diverting retailers Copyright © 2016 Pearson Education, Inc. 18 -10

SALES PROMOTION • Selecting business and sales force promotion tools Copyright © 2016 Pearson

SALES PROMOTION • Selecting business and sales force promotion tools Copyright © 2016 Pearson Education, Inc. 18 -11

EVENTS AND EXPERIENCES • Events objectives 1. 2. 3. 4. 5. 6. To identify

EVENTS AND EXPERIENCES • Events objectives 1. 2. 3. 4. 5. 6. To identify with a target market or lifestyle To increase salience of company/product name To create/reinforce key brand image associations To enhance corporate image To create experiences and evoke feelings To express commitment to the community or on social issues 7. To entertain key clients or reward employees 8. To permit merchandising/promotional opportunities Copyright © 2016 Pearson Education, Inc. 18 -12

EVENTS AND EXPERIENCES • Major sponsorship decisions – Choosing events – Designing sponsorship programs

EVENTS AND EXPERIENCES • Major sponsorship decisions – Choosing events – Designing sponsorship programs – Measuring sponsorship activities Copyright © 2016 Pearson Education, Inc. 18 -13

PUBLIC RELATIONS • PR department functions – Press relations – Product publicity – Corporate

PUBLIC RELATIONS • PR department functions – Press relations – Product publicity – Corporate communications – Lobbying – Counseling Copyright © 2016 Pearson Education, Inc. 18 -14

PUBLIC RELATIONS • Marketing public relations (MPR) tasks Launching new products Repositioning mature products

PUBLIC RELATIONS • Marketing public relations (MPR) tasks Launching new products Repositioning mature products Building interest in product Building corporate image Defending problem products Influencing target groups Copyright © 2016 Pearson Education, Inc. 18 -15

PUBLIC RELATIONS Copyright © 2016 Pearson Education, Inc. 18 -16

PUBLIC RELATIONS Copyright © 2016 Pearson Education, Inc. 18 -16

SALES PROMOTION SALES PROMOTIONS Sales Promotions incentives thatSALES PROMOTION SALES PROMOTIONS Sales Promotions incentives that
Marketing Management Managing Mass Communications Advertising Sales PromotionsMarketing Management Managing Mass Communications Advertising Sales Promotions
18 Managing Mass Communications Advertising Sales Promotions Events18 Managing Mass Communications Advertising Sales Promotions Events
18 Managing Mass Communications Advertising Sales Promotions Events18 Managing Mass Communications Advertising Sales Promotions Events
18 Managing Mass Communications Advertising Sales Promotions Events18 Managing Mass Communications Advertising Sales Promotions Events
Promotions Chapter 4 Promotions Promotions add value toPromotions Chapter 4 Promotions Promotions add value to
SALES PROMOTIONS PERTEMUAN XIV ARTI SALES PROMOTIONS AdalahSALES PROMOTIONS PERTEMUAN XIV ARTI SALES PROMOTIONS Adalah
Marketing Promotions Email Promotions Marketing Promotions are sentMarketing Promotions Email Promotions Marketing Promotions are sent
Sales Promotions Chapter 12 Chapter Overview Consumer promotionsSales Promotions Chapter 12 Chapter Overview Consumer promotions
Sales Promotions Chapter 12 Chapter Overview Consumer promotionsSales Promotions Chapter 12 Chapter Overview Consumer promotions
Chapter 9 SALES PROMOTIONS Consumer Promotions Defined oChapter 9 SALES PROMOTIONS Consumer Promotions Defined o
Chapter 9 SALES PROMOTIONS Consumer Promotions Defined oChapter 9 SALES PROMOTIONS Consumer Promotions Defined o
Marketing Communications Strategy The Promotions Mix Advertising SalesMarketing Communications Strategy The Promotions Mix Advertising Sales
SALES PROMOTION ADHI GURMILANG DEFINISI SALES PROMOTIONS SalesSALES PROMOTION ADHI GURMILANG DEFINISI SALES PROMOTIONS Sales
Sales Promotion Sales promotions are marketing communications activitiesSales Promotion Sales promotions are marketing communications activities