managing mass communications.pdf
Post on 07-Jul-2018
223 Views
Preview:
TRANSCRIPT
-
8/18/2019 Managing Mass Communications.pdf
1/12
11/5/20
MANAGING MASS
COMMUNICATION
Dr. Vandana T Khanna
AIDS PREVENTION CAMPAIGN IN
WEST BENGAL WAS A UNIQUE
INTEGRATED MASS MEDIA CAMPAIGN
11/5/2015 Dr. Vandana Khanna
WHAT IS ADVERTISING?
, ,
.
PROCTER &
GAMBLE’S
ADVERTISING
HISTORY
11/5/2015 Dr. Vandana Khanna 11/5/2015 Dr. Vandana Khanna
ADVERTISING
, , , .
. .
11/5/2015 Dr. Vandana Khanna
5 M’S OF
ADVERTISING PROGRAM
:
:
:
:
:
THE FIVE M’S OF ADVERTISING
11/5/2015 Dr. Vandana Khanna
-
8/18/2019 Managing Mass Communications.pdf
2/12
11/5/20
11/5/2015 Dr. Vandana Khanna
5 M’S OF
ADVERTISING PROGRAM
Sales goals
Advertising objectivesInformInformInformInform
PersuadePersuadePersuadePersuade
RemindRemindRemindRemind
ReinforceReinforceReinforceReinforce
Stage in PLC
Market share and consumer base
Competition & clutter Advertising frequency
Product substitutability
11/5/2015 Dr. Vandana Khanna
5 M’S OF
ADVERTISING PROGRAM
Message generation Message evaluation & selection
Message execution
Social responsibility review
11/5/2015 Dr. Vandana Khanna
5 M’S OF
ADVERTISING PROGRAM
Reach, frequency, impact
Major media types
Specific media vehicles
Media timing
Geographical media allocation
Communication impact
Sales impact
11/5/2015 Dr. Vandana Khanna
ADVERTISING GOALS
AND OBJECTIVES
:
To increase sales
To establish brandequity
To enter the targetmarket
:
Return on Investment(R.O.I)
Selection of media
Coordination
11/5/2015 Dr. Vandana Khanna
Objectives Setting
Budget Decisions
Message Decisions Media Decisions
Campaign Evaluation
MAJOR DECISIONS IN
ADVERTISING MAJOR
ADVERTISING DECISIONS
-
8/18/2019 Managing Mass Communications.pdf
3/12
11/5/20
ADVERTISING
: Inform
Introducing newIntroducing newIntroducing newIntroducing newproductsproductsproductsproducts
Persuade
Becomes moreBecomes moreBecomes moreBecomes moreimportant asimportant asimportant asimportant ascompetitioncompetitioncompetitioncompetitionincreasesincreasesincreasesincreases
Comparative adsComparative adsComparative adsComparative ads
Remind
Most important forMost important forMost important forMost important formature productsmature productsmature productsmature products
Setting objectives
Setting the budget
Developing theadvertisingstrategy
Evaluatingadvertisingcampaigns
Key Decisions:
11/5/2015 Dr. Vandana Khanna
ADVERTISING OBJECTIVES
Specific Communication Task
Accomplished with a Specific Target Audience
During a Specific Period of Time
InformativeAdvertising
Build Primary Demand
PersuasiveAdvertising
Build Selective Demand
ComparisonAdvertising
Compares One Brand to
Another
Reminder AdvertisingKeeps Consumers
ThinkingAbout a Product.
11/5/2015 Dr. Vandana Khanna
Comparativeadvertisingcan beextremelypersuasive
Do these ads attemptto inform, persuade,
or remind?
How effective are
these ads?
11/5/2015 Dr. Vandana Khanna
APPROACHES FOR SETTING
ADVERTISING OBJECTIVES
DAGMAR Approach proposed by RusselM. Colley
Product Life cycle Approach
Primary and Selective Demand Theory
ADVERTISING
: Stage in the PLC
Market share
Level of competition
Ad clutter
Degree of branddifferentiation
Setting objectivesSetting the budget
Developing theadvertisingstrategy
Evaluatingadvertisingcampaigns
Key Decisions:
11/5/2015 Dr. Vandana Khanna
-
8/18/2019 Managing Mass Communications.pdf
4/12
11/5/20
11/5/2015 Dr. Vandana Khanna
Stage in theProduct Life Cycle
Market Share &Consumer Base
Competition &Clutter
AdvertisingFrequency
ProductSubstitutability
ADVERTISING BUDGET
FACTORS ADVERTISING
Media fragmentation
Soaring media costs
Advertising clutter
Message strategy
Creative concept Creative concept Creative concept Creative concept
Advertising appealAdvertising appealAdvertising appealAdvertising appeal
Message execution
Many executionMany executionMany executionMany executionstylesstylesstylesstyles
Tone, format,Tone, format,Tone, format,Tone, format,illustration, headline,illustration, headline,illustration, headline,illustration, headline,copycopycopycopy
Setting objectives
Setting the budget
Developing theadvertisingstrategy
Evaluatingadvertisingcampaigns
Key Decisions:
11/5/2015 Dr. Vandana Khanna
ADVERTISING
Creative Execution Styles
Musical
PersonalitySymbol
TechnicalExpertise
ScientificEvidence
11/5/2015 Dr. Vandana Khanna
When does advertisingpass the boundaries ofgood taste? Can you thinkof some examples?
Should marketers beconcerned about theopinions of anyone otherthan the target market?
Why or why not?
Discussion Question
11/5/2015 Dr. Vandana Khanna
Celebrity endorsersmay be movie stars,politicians, sportsstars, or other publicpersonalities
Testimonials featureordinary people whotalk about theirproduct experiences
ADVERTISING
Decide on level of reach,
frequency and impact
Choose among the majormedia types byconsidering:
Consumer mediaConsumer mediaConsumer mediaConsumer mediahabits, nature of thehabits, nature of thehabits, nature of thehabits, nature of theproduct, types ofproduct, types ofproduct, types ofproduct, types ofmessages, and costsmessages, and costsmessages, and costsmessages, and costs
Select specific mediavehicles
Decide on media timing
Setting objectivesSetting the budget
Developing theadvertisingstrategy
Evaluatingadvertisingcampaigns
Key Decisions:
11/5/2015 Dr. Vandana Khanna
-
8/18/2019 Managing Mass Communications.pdf
5/12
11/5/20
TIVO is one example of how technologypresents challenges to media planners.With TIVO, consumers can easily zap ads.
TIVO
Media plannersfor Absolutvodka workwith creativesto design adstargeted tospecificaudiences.The ad at leftappears intheater playbills.
ADVERTISING
Major Media Types
Radio
Magazines
Outdoor
Internet
11/5/2015 Dr. Vandana Khanna
Marketers are increasingly using alternateforms of media to reach their target markets.What other examples can you think ofbesides those shown below?
Reddi Wip is one product
whose media strategyincludes heavy adexpenditures prior toThanksgiving.
What types of productswould benefit from amedia flighting strategy?
Discussion Question
11/5/2015 Dr. Vandana Khanna
ADVERTISING
Copy testing
Consumer recall Product awareness
Product knowledge
Product preference
Past vs. current sales
comparison
Experimentation
Setting objectivesSetting the budget
Developing theadvertisingstrategy
Evaluatingadvertisingcampaigns
Key Decisions:
11/5/2015 Dr. Vandana Khanna
-
8/18/2019 Managing Mass Communications.pdf
6/12
11/5/20
Small vs. large companies
Nature of advertising agencies
Advantages of advertising agenciesAdvantages of advertising agenciesAdvantages of advertising agenciesAdvantages of advertising agencies
DepartmentsDepartmentsDepartmentsDepartments
CompensationCompensationCompensationCompensation
Changes in agency servicesChanges in agency servicesChanges in agency servicesChanges in agency services
ADVERTISING
11/5/2015 Dr. Vandana Khanna
Advantages of
standardizingworldwideadvertising:
Lower advertisingLower advertisingLower advertisingLower advertisingcostscostscostscosts
Greater global adGreater global adGreater global adGreater global adcoordinationcoordinationcoordinationcoordination
Consistent globalConsistent globalConsistent globalConsistent globalimageimageimageimage
ADVERTISING
11/5/2015 Dr. Vandana Khanna
Drawbacks to
standardizingworldwideadvertising:
Ignores differencesIgnores differencesIgnores differencesIgnores differences
in demographicsin demographicsin demographicsin demographics
and economicand economicand economicand economic
conditionsconditionsconditionsconditionsIgnores differencesIgnores differencesIgnores differencesIgnores differences
in culturein culturein culturein culture
ADVERTISING
11/5/2015 Dr. Vandana Khanna
U.S., Thai, & Germanwebsites reflect the
worldwide Jeepbrand image of
ruggednessand reliability
Mostmarketers
thinkglobally
but actlocally
ADVERTISING
11/5/2015 Dr. Vandana Khanna 11/5/2015 Dr. Vandana Khanna
FRAMEWORK FOR GENERATING
ADVERTISING MESSAGES
Results-in-use Experience Product-in-use Experience
Incidental-to-use Experience Rational Sensory Social Ego Satisfaction
-
8/18/2019 Managing Mass Communications.pdf
7/12
11/5/20
11/5/2015 Dr. Vandana Khanna
TYPES OF MEDIA
FOR ADVERTISING
Print Media Electronic
Media
Outdoor
Media
Direct Mail
Newspapers TV Billboards Price Lists
Direct Mail Video Hoardings Catalogues
Folders Radio Balloons Personal
Letters
Product
Literature Voice Mail
Ads on
Transport
Means
Circulars
Journals Cinema Electric
Display
-
11/5/2015 Dr. Vandana Khanna
NewspapersAdvantages: Flexibility, timeliness; good local market coverage;
broad acceptance, high believability
Limitations: Short life; poor reproduction quality; smallpass-along audience
TelevisionAdvantages: Combines sight, sound, motion; high attention;
high reach; appealing to senses
Limitations: High absolute costs; high clutter; fleeting exposure;less audience selectivity
Direct MailAdvantages: Audience selectivity; flexibility, no ad compe-
tition within same medium; allows personalization
Limitations: Relative high cost; “junk mail” image
PROFILES OF MAJOR MEDIAPROFILES OF MAJOR MEDIAPROFILES OF MAJOR MEDIAPROFILES OF MAJOR MEDIA
TYPES TYPES TYPES TYPES
11/5/2015 Dr. Vandana Khanna
RadioAdvantages: Mass use; high geographic and demographic
selectivity; low cost
Limitations: Audio only; fleeting exposure; lower attention;nonstandardized rates; fragmented audiences
MagazinesAdvantages: High geographic and demographic selectivity;
credibility and prestige; high-quality reproduction;long life; good pass-along readership
Limitations: Long ad purchase lead time; waste circulation;no guarantee of position
OutdoorAdvantages: Flexibility; high repeat exposure; low cost;
low message competition
Limitations: Little audience selectivity; creative limitations
PROFILES OF MAJOR MEDIAPROFILES OF MAJOR MEDIAPROFILES OF MAJOR MEDIAPROFILES OF MAJOR MEDIA
TYPES TYPES TYPES TYPES
11/5/2015 Dr. Vandana Khanna
TypicalMessageExecution
Styles
Testimonial
EvidenceSlice of Life
Scientific
EvidenceLifestyle
Technical
ExpertiseFantasy
Musical
Personality
Symbol
Mood orImage
Turning the “Big Idea” Into an Actual Ad to Capture the TargetMarket’s Attention and Interest.
ADVERTISING STRATEGY ADVERTISING STRATEGY ADVERTISING STRATEGY ADVERTISING STRATEGY
MESSAGE EXECUTION MESSAGE EXECUTION MESSAGE EXECUTION MESSAGE EXECUTION
11/5/2015 Dr. Vandana Khanna
AD ERTISING
EVALUATION
Advertising Program Evaluation
Communication Effects
Is the Ad Communicating Well?
Sales Effects
Is the Ad Increasing Sales?
PRINT AD COMPONENTS
Headline
Picture
SignatureCopy
-
8/18/2019 Managing Mass Communications.pdf
8/12
11/5/20
11/5/2015 Dr. Vandana Khanna
SOME FUNNY ADS
SALES PROMOTION
11/5/2015 Dr. Vandana Khanna
WHY THE INCREASE IN
SALES PROMOTION?
Growing retailer power Declining brand loyalty Increased promotional sensitivity Brand proliferation Fragmentation of consumer market Short-term focus Increased managerial accountability Competition Clutter
WHEREAS ADVERTISING GIVES
A REASON TO BUY, SP GIVES ANINCENTIVE TO BUY
It is part of the Marketing spendof all companies and these daysSP spends in many companiesexceed that of the adspends
11/5/2015 Dr. Vandana Khanna
SALES PROMOTION
Attract new triers or brand switchers
Reward loyal customers
Increase repurchase rates
Marketing activities--other than personal selling,
advertising, and public relations--that stimulate
consumer buying and dealer effectiveness.
SALES PROMOTION
EndConsumers
Trade Customers
CompanyEmployees
Sales Promotion
Targets
11/5/2015 Dr. Vandana Khanna
-
8/18/2019 Managing Mass Communications.pdf
9/12
11/5/20
TWO TYPES OF SALES
PROMOTION
Consumer Promotion
Trade Promotion
Buy More
Buy Now
WHAT DO WE WANT THE CONSUMERS
AND TRADE TO DO?
11/5/2015 Dr. Vandana Khanna
WHY?
Internal
Top management is more conducive toTop management is more conducive toTop management is more conducive toTop management is more conducive to
spending on promotionsspending on promotionsspending on promotionsspending on promotions
Line managers under greater pressure toLine managers under greater pressure toLine managers under greater pressure toLine managers under greater pressure to
achieve targetsachieve targetsachieve targetsachieve targets
Justification of expenditure is easyJustification of expenditure is easyJustification of expenditure is easyJustification of expenditure is easy
External
Increase in number of brandsIncrease in number of brandsIncrease in number of brandsIncrease in number of brands
Consumer is more price savvyConsumer is more price savvyConsumer is more price savvyConsumer is more price savvy
Greater pressure from trade to liquidateGreater pressure from trade to liquidateGreater pressure from trade to liquidateGreater pressure from trade to liquidate
stocksstocksstocksstocks
Add effectiveness declining owing to risingAdd effectiveness declining owing to risingAdd effectiveness declining owing to risingAdd effectiveness declining owing to rising
costs, media clutter and legal constraintscosts, media clutter and legal constraintscosts, media clutter and legal constraintscosts, media clutter and legal constraints11/5/2015 Dr. Vandana Khanna
A SALES PROMOTION
SHOULD BE :
11/5/2015 Dr. Vandana Khanna
TRENDS ON SALES PROMOTION
1995, 51% . 24% 22%
11/5/2015 Dr. Vandana Khanna
11/5/2015 Dr. Vandana Khanna
STEPS IN SALES PROMOTION
PROGRAM DEVELOPMENT
Establish objectives
Select consumer-promotion tools
Select trade-promotion tools
Select business- and sales force promotiontools
Develop the program
Pretest the program
Implement and evaluate the program
11/5/2015 Dr. Vandana Khanna
CHANNELS OF SALES
PROMOTIONS
MANUFACTURER
RETAILER
Trade
Promotions
CONSUMER
Consumer
Promotions
Push
PushPullRetail
Promotions
-
8/18/2019 Managing Mass Communications.pdf
10/12
11/5/20
SP IS A PUSH STRATEGY
,
,
SP SPURS ACTION BECAUSE THEY ARE
SUPPOSED TO RUN FOR A LIMITED TIME
11/5/2015 Dr. Vandana Khanna 11/5/2015 Dr. Vandana Khanna
Consumer-PromotionObjectives
Consumer-Promotion Tools
Point-of-Purchase
Displays
Premiums
Price Packs
Cash Refunds
Coupons
Samples
PatronageRewards
Games
Sweepstakes
Contests
Advertising
Specialties
PatronageRewards
Entice Consumers toTry a New Product
Lure Customers AwayFrom Competitors’ Products
Get Consumers to “Load Up’on a Mature Product
Hold & Reward LoyalCustomers
Consumer RelationshipBuilding
CONSUMER PROMOTION
TYPES OF BUYERS
Buy a particular brand on a more or less
consistent basis
People who are loyal to the competing brand
Purchase of various brands in one category
11/5/2015 Dr. Vandana Khanna
RESULTS THAT ARE NEEDED ….
Reinforce behavior
Increase consumption
Change buying timing
Break loyalty
Encourage brand switching
Persuade to buy the “right” brand more often
Value added to make price less important
Create awareness, create category worth
11/5/2015 Dr. Vandana Khanna
CONTINUITY PROGRAM
/LOYALTY CARDS
11/5/2015 Dr. Vandana Khanna 11/5/2015 Dr. Vandana Khanna
Trade-PromotionObjectives
Trade-PromotionTools
Specialty
AdvertisingItems
Contests
Free Goods
Buy-Back
Guarantees
Allowances
Price-Offs
PatronageRewards
Push Money
Discounts
Premiums
Displays
Persuade Retailers orWholesalers to Carry a Brand
Give a Brand Shelf Space
Promote a Brand inAdvertising
Push a Brand to Consumers
TRADE PROMOTIONS TRADE PROMOTIONS TRADE PROMOTIONS TRADE PROMOTIONS
-
8/18/2019 Managing Mass Communications.pdf
11/12
11/5/20
11/5/2015 Dr. Vandana Khanna
Business-Promotion
Objectives Business-PromotionToolsGenerate Business Leads
Stimulate Purchases
Reward Customers
Motivate Salespeople
Conventions
Trade Shows
Sales Contests
BUSINESS- TO-BUSINESS
PROMOTION 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 imageassociations
To enhance corporate image
To create experiences and evoke feelings
To express commitment to community
To entertain key clients or rewardemployees
To permit merchandising or promotionalopportunities
11/5/2015 Dr. Vandana Khanna
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
11/5/2015 Dr. Vandana Khanna
PROMOTION AT DIFFERENT
STAGES OF THE PLC
Introduction – wise to use heavy promot ion toinduce trials and promote brand franchise
Growth – promotion should be limited ,if any
Maturity – Higher promotions required since thebrand is under attack from competitors or productquality or advertising effectiveness is tapering off
Decline – Heavy promotions. Used only to retain aset of loyal customers. Prior to withdrawal of theproduct, it could be used as a one time stockclearance from the trade
11/5/2015 Dr. Vandana Khanna
FINAL CONSIDERATIONS
Don’t promote if the product is not good
Promotions rarely stop a declining salescurve
It is very easy to lose the promotionalgains made if your promotion has not beeneffective in retaining new customers. Sothe product has to speak for itself.
The objective of the promotion is to weanaway users from competition and createnew users.
Excessive promotions lead to diminishingreturns and may devalue the brand
11/5/2015 Dr. Vandana Khanna
Promotions may be used in conjunctionwith advertising and other marketingcommunication tools
It should be novel and attractive
Ensure supply lines are good and adequatestock is available right through thepromotion
Cater for contingencies. Have escaperoutes built into the plan
Trade has to be handled tactfully
Reimburse incentives/ rewards/ giftspromptly
Must be within the legal boundaries
FINAL CONSIDERATIONS
11/5/2015 Dr. Vandana Khanna
-
8/18/2019 Managing Mass Communications.pdf
12/12
11/5/20
11/5/2015 Dr. Vandana Khanna
PUBLIC RELATIONS
:
Press relations
Product publicity
Corporate communications
Lobbying
Counseling
11/5/2015 Dr. Vandana Khanna
SpecialEvents
WrittenMaterials
CorporateIdentityMaterials
Speeches
News
AudiovisualMaterials
PublicServiceActivities
Web Site
MAJOR PUBLIC RELATIONS
TOOLS
11/5/2015 Dr. Vandana Khanna
MARKETING PUBLIC RELATIONS
(MPR) :
New product launches
Repositioning of maturebrands
Building interest inproduct categories
Influencing specifictarget groups
Defending productswith public problems
Building the corporateimage
DECISIONS IN MARKETING PR
Establish objectives
Choose messages
Choose vehicles
Implement
Evaluate results
11/5/2015 Dr. Vandana Khanna
CUSTOMER EXPERIENCE MANAGEMENT:
EXPERIENCE PROVIDERS
Communications
Identity
Product presence
Co-branding
Environments
Internet
Electronic media
People
11/5/2015 Dr. Vandana Khanna
STEPS IN THE CEM FRAMEWORK
Analyze the customer’s experiential world
Build the experiential platform
Design the brand experience
Structure the customer interface
Engage in continuous innovation
11/5/2015 Dr. Vandana Khanna
top related