Transcript
7/31/2019 3.Marketing Advertising and Promotion
1/37
Managing Mass Communications:
Advertising,
Sales Promotions,
Events and Experiences,
Public Relations
Word of Mouth
Personal Selling
7/31/2019 3.Marketing Advertising and Promotion
2/37
AIDS prevention campaign in West
Bengal was a unique integrated
mass media campaign
7/31/2019 3.Marketing Advertising and Promotion
3/37
What is Advertising?
Advertising is any paid form of
nonpersonal presentation and
promotion of ideas, goods, or services
by an identified sponsor.
7/31/2019 3.Marketing Advertising and Promotion
4/37
The Five Ms of Advertising
7/31/2019 3.Marketing Advertising and Promotion
5/37
Advertising Objectives
Informative
advertising
Reminder
advertising
Reinforcement
advertising
Persuasive
advertising
7/31/2019 3.Marketing Advertising and Promotion
6/37
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
7/31/2019 3.Marketing Advertising and Promotion
7/37
Developing the
Advertising Campaign
Message generation
and evaluation
Creative
development andexecution
Legal and social
issues
7/31/2019 3.Marketing Advertising and Promotion
8/37
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
7/31/2019 3.Marketing Advertising and Promotion
9/37
Print Ads
Advantages
Detailed product
information
Ability tocommunicate user
imagery
Flexibility Ability to segment
Disadvantages
Passive medium
Clutter
Unable to
demonstrate
product use
7/31/2019 3.Marketing Advertising and Promotion
10/37
Print Ad Components
Headline
Picture
SignatureCopy
7/31/2019 3.Marketing Advertising and Promotion
11/37
7/31/2019 3.Marketing Advertising and Promotion
12/37
Media Selection
Reach
Frequency
Impact
Exposure
7/31/2019 3.Marketing Advertising and Promotion
13/37
Relationship Among Trial,
Awareness, and the Exposure
Function
7/31/2019 3.Marketing Advertising and Promotion
14/37
Choosing Among Major Media Types
Target audience and media habits
Product characteristics
Message characteristics Cost
7/31/2019 3.Marketing Advertising and Promotion
15/37
Major Media Types
Newspapers
Television
Direct mail
Radio
Magazines
Outdoor
Yellow Pages
Newsletters
Brochures
Telephone
Internet
7/31/2019 3.Marketing Advertising and Promotion
16/37
Advertising Research Techniques
For Print Ads
For Broadcast Ads
In-house tests Trailer tests
Theater tests
On-air tests
7/31/2019 3.Marketing Advertising and Promotion
17/37
Evaluating Advertising
Effectiveness
Communication-Effect Research
Consumer feedback method
Portfolio tests Laboratory tests
Sales-Effect Research
7/31/2019 3.Marketing Advertising and Promotion
18/37
Formula for Measuring Sales Impact
of Advertising
7/31/2019 3.Marketing Advertising and Promotion
19/37
What is Sales Promotion?
Sales promotions consist of a
collection of incentive tools, mostly
short term, designed to stimulate
quicker or greater purchase ofparticular products or services by
consumers or the trade.
7/31/2019 3.Marketing Advertising and Promotion
20/37
Sales Promotion Tactics
Consumer-directed
Samples
Coupons
Cash refund offers Price offs
Premiums
Prizes Patronage rewards
Free trials
Tie-in promotions
Trade-directed
Price offs
Allowances
Free goods Sales contests
Spiffs
Trade shows Specialtyadvertising
7/31/2019 3.Marketing Advertising and Promotion
21/37
Using Sales Promotions
Establish objectives
Select tools
Develop program
Pretest
Implement and control
Evaluate results
7/31/2019 3.Marketing Advertising and Promotion
22/37
Why Sponsor Events?
To identify with a particular target market orlife 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 promotionalopportunities
7/31/2019 3.Marketing Advertising and Promotion
23/37
Using Sponsored Events
Establish objectives
Choose events
Design programs
Measure effectiveness
7/31/2019 3.Marketing Advertising and Promotion
24/37
Ideal Events
Audience closely matches target market
Event generates media attention
Event is unique with few sponsors
Event lends itself to ancillary activities
Event enhances brand image of sponsor
7/31/2019 3.Marketing Advertising and Promotion
25/37
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
7/31/2019 3.Marketing Advertising and Promotion
26/37
Public Relations Functions
Press relations
Product publicity
Corporate communications Lobbying
Counseling
7/31/2019 3.Marketing Advertising and Promotion
27/37
Major Tools in Marketing PR
Publications
Events
Sponsorships
News
Speeches
Public Service
Activities Identity Media
7/31/2019 3.Marketing Advertising and Promotion
28/37
Decisions in Marketing PR
Establish objectives
Choose messages
Choose vehicles
Implement
Evaluate results
7/31/2019 3.Marketing Advertising and Promotion
29/37
Word-of-Mouth Marketing is
Empowered by Social Networks
7/31/2019 3.Marketing Advertising and Promotion
30/37
How to Start Buzz
Identify influential individuals and companiesand 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
7/31/2019 3.Marketing Advertising and Promotion
31/37
Designing
a Sales Force
Sales force objectives
Sales force strategy
Sales force structure
Sales force size
Compensation
7/31/2019 3.Marketing Advertising and Promotion
32/37
Types of Sales Representatives
Deliverer
Order taker Missionary
Technician
Demand creator
Solution vendor
7/31/2019 3.Marketing Advertising and Promotion
33/37
Sales Tasks
Prospecting
Targeting
Communicating
Selling
Servicing
Information
gathering Allocating
7/31/2019 3.Marketing Advertising and Promotion
34/37
Managing the
Sales Force
Recruiting, selecting
Training
Supervising
Motivating
Evaluating
7/31/2019 3.Marketing Advertising and Promotion
35/37
Workload Approach to Determining
Sales Force Size
Customers are grouped into size classes
Desirable call frequencies are established
Number of accounts in each size class
multiplied by call frequency Average number of calls possible per year
established
Number of reps equal to total annual callsrequired divided by number possible
7/31/2019 3.Marketing Advertising and Promotion
36/37
Components of Sales Force
Compensation
Fixed amount
Variable amount
Expense allowances
Benefits
7/31/2019 3.Marketing Advertising and Promotion
37/37
Form for Evaluating Performance
top related