key concepts. developing and managing an advertising program advertising—any paid form of...
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Key Concepts
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Developing and Managing An Advertising Program
Advertising—any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.
Major decisions (Five Ms):Mission—What are the objectives?Money—How much can be spent?Message—What message should be sent?Media—What media should be used?Measurement—How should the results be evaluated?
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Setting the ObjectivesAdvertising goal (or objective)—a specific communication task and achievement level to be accomplished with a specific audience in a specific period.
Classified according to their aim:InformPersuadeRemindReinforce
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Deciding on the Advertising Budget
Factors to consider:Product life cycle stageMarket share and consumer baseCompetition and clutterAdvertising frequencyProduct substitutability
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Developing the Advertising Campaign
Message generation and evaluationCreative development and executionLegal and social issues
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Deciding on Media and Measuring Effectiveness
Deciding on reach, frequency, and impact
Choosing among major media typesSelecting specific vehiclesDeciding on media timing and allocation
Evaluating advertising effectiveness
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Deciding on Reach, Frequency, and ImpactReach (R)—the number of different persons or households that are exposed to a particular media schedule at least once during a specified period.
Frequency (F)—The number of times within the specified period that an average person or household is exposed to the message.
Impact (I)—the qualitative value of an exposure through a given medium.
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Choosing Among Major Media Types
Consider four main variables:Target audience’s media habitsProductMessageCost
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Alternative Advertising Options
Place advertising (or out-of-home advertising) is a broad category including many creative and unexpected forms to grab consumers’ attention where they work, play, and shop.BillboardsPublic spacesProduct placementPoint-of-purchase
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Selecting Specific Vehicles
Audience size can be measured by:Circulation—number of physical units carrying the advertising.
Audience—number of people exposed to the vehicle.
Effective audience—number of people with target audience characteristics exposed to the vehicle.
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Deciding on Media Timing and Allocation
Continuity—exposures appear evenly throughout a given period.
Concentration—spending all ad dollars in a single period.
Flighting—advertise for a period, followed by a period with no advertising, followed by a second period of advertising activity.
Pulsing—continuous advertising at low-weight levels reinforced periodically by waves of heavier activity.
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Evaluating Advertising Effectiveness
Communication-effect research (called copy testing)—seeks to determine whether an ad is communicating effectively.Pretesting—before an ad is placed.Posttesting—after an ad is placed.
Formula for measuring sales impact of advertising:Share of expendituresShare of voiceShare of mind and heartShare of market
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Sales Promotion
A 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 ToolsConsumer promotionsSamplesCouponsCash refund offersPrice packsPremiumsFrequency programsPrizesPatronage awardsFree trialsWarrantiesTie-in and cross promotions
Point-of-purchase displays and demonstrations
Trade promotionsPrice-offAllowancesFree goods
Business and sales-force promotions
Trade shows and conventions
Sales contestsSpecialty advertising
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Sales Promotion Objectives
Attract new usersReward loyal customersIncrease repurchase ratesAttract brand switchers
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Advertising vs. PromotionReasons for decreasing advertising-to-sales-promotions ratios:Top management acceptance of promotionIncrease in number of brandsCompetitors use promotions frequentlyBrands seen as similarConsumers more price-orientedTrade demands more dealsDeclining advertising efficiency
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Major Sales Promotion Decisions
Establish objectivesSelect the toolsDevelop the programPretest the programImplement and control programEvaluate the results
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Events ObjectivesIdentify with a particular target market or life style
Increase awareness of company or product name
Create or reinforce perceptions of key brand image associations
Enhance corporate image
Create experiences and evoke feelings
Express commitment to the community or on social issues
Entertain key clients or reward key employees
Permit merchandising or promotional opportunities
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Major Sponsorship Decisions
Choosing event opportunitiesDesigning sponsorship programsEvent creationMeasuring sponsorship activities
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Creating Experiences
Experiential marketing not only communicates features and benefits but also connects a product or service with unique and interesting experiences.
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Public Relations
Public—any group that has an actual or potential interest in or impact on a company’s ability to achieve its objectives.
Public relations (PR)—includes a variety of programs to promote or protect a company’s image or individual products.
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PR Department Functions
Press relationsProduct publicityCorporate communicationLobbyingCounseling
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Marketing Public Relations (MPR)Launching new productsRepositioning a mature productBuilding interest in a product categoryInfluencing specific target groupsDefending products that have encountered public problems
Building the corporate image in a way that reflects favorably on its products
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Major Tools in Marketing PR
PublicationsEventsSponsorshipsNews
SpeechesPublic-service activities
Identity media
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Major Decisions in Marketing PR
Establish marketing objectivesChoose messages and vehiclesImplement and evaluate the plan