Phillip Kevin Lane Kotler Keller Marketing Management 14

Phillip Kevin Lane Kotler • Keller Marketing Management • 14 e

a h C e t p 8 1 r Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Discussion Questions 1. What steps are required in developing an advertising program? 2. How should sales promotion decisions be made? 3. What are the guidelines for effective brand-building events and experiences? 4. How can companies exploit the potential of public relations and publicity? Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 3 of 34

Developing Advertising Programs Psychological Economic Social Buyer Motives Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 4 of 34

g i F e r u 1. 18 The 5 Ms of Advertising Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 5 of 34

Setting the Objectives Communication Task Achievement Level To increase among 30 million homemakers who own automatic washers the number who identify brand X as a low-sudsing detergent, Audience and who are persuaded that it gets clothes cleaner, from 10 percent to 40 Period of Time Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall percent in one year. Slide 6 of 34

Advertising Objectives Persuade Inform Reinforce Remind Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 7 of 34

Deciding on the Advertising Budget Decision Factors: Stage in the Product Life Cycle Market share and consumer base Competition and clutter Advertising frequency Product substitutability Advertising Budget Awareness Advertising Elasticity Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 8 of 34

Deciding on the Advertising Budget Advertising Elasticity Advertising Budget Awareness Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 9 of 34

Developing the Advertising Campaign Creative Strategy Message Strategy Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 10 of 34

Developing the Advertising Campaign Creative development and execution Message generation and evaluation Legal and Social Issues Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 11 of 34

Media Decisions and Measurement Reach, Frequency, Impact Media Type Media Vehicles Media Timing Geographical Media Allocation Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 12 of 34

Reach, Frequency, and Impact Reach Frequency Impact Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 13 of 34

g i F e r u 2. 18 Relationship Between Trial, Awareness, and the Exposure Function Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 14 of 34

Profile of Major Media Types Medium Advantages Disadvantages Newspapers Flexibility; timeliness; local; believability Short life; small “passalong”; reproduction Television Multiple senses; appealing; high attention; high reach High absolute cost; clutter; fleeting exposure; less audience selectivity Direct Mail Audience selectivity; flexibility; personalized Relatively high cost; “junk mail” image Radio Mass use; high selectivity; low cost Single sense; passive; fleeting exposure Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 15 of 34

Profile of Major Media Types Medium Advantages Disadvantages Magazines High selectivity; high quality; credibility and prestige; long life Long lead time; waste in circulation Outdoor Flexibility; low cost; high repeat exposure; low competition Low audience selectivity; creative limitations Yellow Pages Excellent local coverage; High competition; long high believability; wide lead time; creative reach; low cost limitations Internet High selectivity; interactive possibilities; low relative cost Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Increasing clutter Slide 16 of 34

Alternate Advertising Media Public Spaces Product Placement Point of Purchase Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Billboards Slide 17 of 34

Selecting Specific Media Vehicles Media Cost Audience Size Composition Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 18 of 34

Media Timing and Allocation Macroscheduling (seasons/business cycle) Microscheduling (short term) Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 19 of 34

g i F e r u 3. 18 Advertising Timing Patterns Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 20 of 34

Evaluating Advertising Effectiveness Copy Testing (pretest, post-test) Sales-effects Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 21 of 34

g i F e r u 4. 18 Measuring the Sales Impact of Advertising Share of expenditures Share of voice Share of mind and heart Share of market Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 22 of 34

Sales Promotion Short term Stimulate Sales Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 23 of 34

Objectives Product trial Increase repurchase Reward Brand switching Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 24 of 34

Major Sales Promotion Decisions Objectives Consumer Trade Sales Force Develop the Program Implement and Evaluate Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 25 of 34

Major Consumer Promotion Tools • • • Samples Coupons Cash refunds Prices off Premiums Prizes Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall • • • Loyalty rewards Free trials Tie-in promotions Cross-promotions Point-of-purchase displays Demonstrations Slide 26 of 34

Major Trade Promotion Tools • • Price off Advertising allowances Display allowances Free goods Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 27 of 34

Events and Experiences Objectives • Identify with target market • Increase exposure to brand name • Reinforce brand image / enhance corporate image • Evoke feelings / express commitment • Entertain clients / reward employees • Merchandising/promotional opportunities Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 28 of 34

Events and Experiences Sports - 68% Festivals - 5% Cause Marketing 9% The Arts - 5% Entertainment - 10% Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 29 of 34

Major Sponsorship Decisions Choosing Events Match target market Create awareness Designing Sponsorship Programs Special events Art exhibits Sports stadiums and arenas Measuring Sponsorship Activities Brand exposure Media coverage Brand knowledge Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 30 of 34

Creating Experiences More engaging / informative Increased word-of-mouth Factory Tour Corporate Museum Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 31 of 34

Public Relations Promote Monitors attitudes Five Functions of PR Protect Image Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 1. 2. 3. 4. 5. Press relations Product publicity Corporate communications Lobbying Counseling Slide 32 of 34

Marketing Public Relations (MPR) Publicity Launch new products Repositioning a mature product Building interest in a product category Influencing specific target groups Manage brand crisis Build corporate image Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 33 of 34

Major Decisions in MPR Establish Objectives Awareness Credibility Enthusiasm Choose Messages and Vehicles Newsworthy/Interesting PR activities Implement and Measure Exposures Media clippings Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 34 of 34