Chua.markman.ch19

ADVERTISING, SALES PROMOTIONS, EVENTS AND EXPERIENCES

CHUA, DENISE

MANAGING MASS COMMUNICATIONS:

MISSIONWhat are our advertising

objective?

MONEYWhat media should we use?

MESSAGEWhat message should we

send?

MEDIAWhat media should we use?

O U T L I N E

SALES PROMOTIONWhat media should we use?

EVENTS AND EXPERIENCESWhat media should we use?

PUBLIC RELATIONSWhat media should we use?

Brand Awareness

Knowledge Of New Products

INFORMATIVE

Create liking preference

Comparative

PERSUASIVE

Stimulate repeat purchase of product

REMINDER

Convince current buyers that they made the right choice

REINFORCEMENT

A D V E R T I S I N G M I S S I O N

KO T L E R E X A M P L E

GOT MILK? Since most consumers already belive that milk is

good for them

Remind consumers the annoyance of

running out of milk

A positionaing statement

L O C A L E X A M P L ESMDCA positionaing statement

Controversies with SM

A lot of people were complaining about SM’s ethics in the

positioning of their condos (ie. SM Blue that is found on the Marikina fault line and the fact that it has

more floors than what was prescribed by the government)

THE GOOD GUYS

It wanted to associate itself with the good guys in Filipino TV like

Anne Curtis and Sarah Geronimo

A D V E R T I S I N G B U D G E TA D V E R T I S I N G E L A S T I C I T Y

KO T L E R E X A M P L E

plateau

Incremental sales generated = 2x increamental sales observed

Impact lasted 2 years after peak spending

Advertising increased sales

A D V E R T I S I N G M E D I A

EXPOSURE

REACH

FREQUENCYIMPACT

KO T L E R E X A M P L E

STAPLES AND THE OFFICE

1. In the first episode, the character Kevin Malone was given the responsibility of shredding paper with the MailMate

2. another char- acter, Dwight Schrute, took a job at Staples

L O C A L E X A M P L E

ASIA’s NEXT TOP MODEL

• Tresemme Philippines made sure that the show uses its products during photoshoots

• They also have segments about hair care for the models on the show that wherein common hair problems are being addressed with Tressemme products

P U B L I C P L A C E S

placing ads in unconventional places

K O T L E R E X A M P L E L O C A L E X A M P L E

P O D U C T P L A C E M E N T

Marketers pay product placement fees of $100,000 to as much as $500,000 so their products will make cameo appearances in movies and on television.Sometimes placements are the result of a larger network advertising deal

K O T L E R E X A M P L E L O C A L E X A M P L E

Nike does not pay to be in movies but

often supplies shoes, jackets, bags, and so

on

Local Bloggers are given clothes and products that they can write about and show on their respective socail media accounts

P O I N T O F P U R C H A S Eshopper marketing and in-store

marketing efforts

K O T L E R E X A M P L E L O C A L E X A M P L E

supermarkets are selling floor space for

company logos and experimenting with

talking shelves

The Breadery in Ortigas leaves bread samples in front of each bread that is available in store

S A L E S P R O M O T I O N

ADVERTISINGgives the reason to buy

PROMOTIONoffers an incentive

to buy

1. Attract new triers2. Reward loyal customers3. Inrease purchase rates of occasional buyers

KO T L E R E X A M P L E

LOVE AT FIRST SNIFFAdded value promotion

Direct mail and in-store sented tear pads and Shelfvision TV to entice consumers to smell the product

500% increase in shipment

L O C A L E X A M P L E

STARBUCKS LOYALTY CARD

Allows customers to gain a reward points every time they buy something

The customers can use the points to claim a drink or some other product

E V E N T S A N D E X P E R I E N C E S

ATMOSPHERE

lifestyle

feelings

key brand image

associations

commitment

Entertain

Merchandising & promo

opportunities

commitment

KO T L E R E X A M P L EGE Profile Frontload Washer and Dryer

the firm hung 800 feet of jeans and shirts on a massive

clothesline in Times Square to represent the six months’

worth of washing the new machines could typically handle

before needing more detergent.

L O C A L E X A M P L E

H&M Philippines Opening

A lot of new clothing stores have opening events where they invite popular celebrities and bloggers to go the the event and talk about it on their respective social media profiles so as to create a buzz about the brand

S P O N S O R S H I P S

SUPPLY SIDEamount of time or space devoted to media coverage of an event

potential “impressions” = dollar cost of advertising in the particular media vehicle

DEMAND SIDEdentifies the effect sponsorship has on consumers’ brand knowl- edge

30 seconds of TV logo exposure during a

televised event

Is worth 6 percent, 10 percent, or as much

as 25 percent of a 30-second TV ad spot.

KO T L E R E X A M P L E

L O C A L E X A M P L E

TELENOVELA SPONSORING

COMPANIES PAY MORE FOR EACH SECOND FOR WHEN THEIR COMMERCIAL IS BEING SHOWN DURING THE AIR TIME OF PRIME TIME TELENOVELAS

P U B L I C R E L AT I O N S

Launching new products

Building interest

Product repositioning

influencing

Building image

defending

KO T L E R E X A M P L E

CRAYOLA COMPANY TOURS AND VISITS

The company allows kids to have tours and visits ot their plant and they have a whole gimmick prepared

L O C A L E X A M P L EBook DonationsJOLLIBEE COMAPNY

The company collects old books from their customers

The books they collet are donated to local schools who have limited funding

they also donate these to partner orphanages

S U M M A R Y

• DEVELOPING AN ADVERTISING PROGRAM1. Set advertising objectives2. Establish a budget3. Choose advertising message4. Decide on the media5. Evaluate

• SALES PROMOTION – short term incentive tools designed to make quicker or grater purchase of a product

• EVENTS AND EXPEREINCES – personally relevant moments in consumer’s lives; can broaden and deepen sponsor’s relationship with its target market

• PUBLIC RELATIONS – programs that prmote and protect a company’s image