MARKETING MANAGEMENT

Managing Mass Communications

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Advertising

Any paid form of non - personal presentationand promotion of ideas, goods, orservices by an identified sponsor.

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The Five M’s of Advertising

Mission Money Message Media Measurement

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Advertising Objectives (Mission)

Informative advertising Persuasive advertising Reminder advertising Reinforcement advertising

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Factors to Consider in Setting an Advertising Budget (money)

Stage in the product life cycle Market share and consumer base Competition and clutter Advertising frequency Product substitutability

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Developing the Advertising Campaign (Message)

Message generation and evaluation Creative development and execution Social responsibility review

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Creative Brief

Positioning statement Key message Target market Objectives Key brand benefits

Brand promise Evidence of promise Media Background Creative

considerations

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Media

Deciding on desired reach, frequency and impact.

Choosing among major media types; Selecting specific media vehicles; Deciding on media timing; Deciding on geographical media allocation

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Reach: the number of different persons or households exposed to a particular media schedule at least once during a specified time period.

Frequency: the number of times within the specified time period that an average person or household is exposed to the message.

Impact: the qualitative value of an exposure through a given medium

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TelevisionAdvantages 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

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Print Ads

Advantages Detailed product

information Ability to

communicate user imagery

Flexibility Ability to segment

Disadvantages Passive medium Clutter Unable to

demonstrate product use

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Choosing Among Major Media Types

Target audience and media habits Product characteristics Message characteristics Cost

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Major Media Types

Newspapers Television Direct mail Radio Magazines

Outdoor Yellow pages Newsletters Brochures Telephone Internet

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Place Advertising

Billboards Public spaces Product placement Point-of-purchase

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Media Schedule Patterns Continuity – achieved by scheduling exposures evenly

throughout a given period Concentration – spending all the advertising money in

a single period Flighting – it calls for advertising for a period, followed

by a period with no advertising, followed by a second period of advertising activity.

Pulsing – it is continuous advertising at low-weight levels reinforced periodically by waves of heavier activity.

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Evaluating Advertising Effectiveness Communication Effect Research – Before &

after.Consumer feedback methodPortfolio tests – it asks consumer to view

or listen to a portfolio of advertisements. Consumers are then asked to recall all the ads and their content, aided or unaided by interviewer.

Laboratory tests – heartbeat, blood pressure, pupil dilation, galvanic skin response, perspiration – to an ad;

Sales-Effect Research

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Sales Promotion

Collection of incentive tools, mostly

short term, designed to stimulate

quicker or greater purchase

of particular products or services

by consumers or the trade.

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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 Specialty advertising

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Using Sales Promotions

Establish objectives

Select tools

Develop program

Pretest

Implement and control

Evaluate results

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Events and Experiences

$11.14 billion spent on sponsorship in 200469% sports10% tours7% festivals, fairs5% arts9% causes

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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

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Using Sponsored Events

Establish objectives

Choose event opportunities

Design program

Implement and control

Measure effectiveness

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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

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Public Relations Functions

Press relations Product publicity Corporate communications Lobbying Counseling

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Marketing Public Relations Functions

Assist in product launches Assist in repositioning mature products Build interest in a product category Influence specific target groups Defend products Build corporate image

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Major Tools in Marketing PR

Publications Events Sponsorships News Speeches Public Service Activities Identity Media

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Steps in Marketing PR

Establish objectives

Choose messages

Choose vehicles

Implement and control

Measure effectiveness