nonpersonal communications: advertising, pr & sales promotion
DESCRIPTION
Nonpersonal Communications: Advertising, PR & Sales Promotion. Dr. John Gaskins. Advertising Objectives. Advertising Generation. Message Appeal. Features vs . Benefits Effect vs . Affect Criteria Meaningful to the target market Distinctive - clutter - PowerPoint PPT PresentationTRANSCRIPT
Nonpersonal Nonpersonal Communications:Communications:Advertising, PRAdvertising, PR
&&Sales PromotionSales Promotion
Dr. John GaskinsDr. John Gaskins
Nonpersonal Communications
Dr. John Gaskins2
Advertising ObjectivesAdvertising Objectives
TYPE OFTYPE OFMESSAGEMESSAGE PRODUCTPRODUCT INSTITUTIONALINSTITUTIONAL
Pioneering Pioneering (Informative(Informative))
Primary demandPrimary demand(for category)(for category)
Establish/change Establish/change company/category company/category
identityidentity
CompetitiveCompetitive//comparative comparative (Persuasive)(Persuasive)
Selective Selective demanddemand
(for brand)(for brand)
Between Between companies/categoricompanies/categori
eses
ReminderReminder
Maintain top-of-Maintain top-of-mind, identity;mind, identity;
Reduce Reduce cognitive cognitive
dissonancedissonance
Summarize Summarize previous messagesprevious messages
Nonpersonal Communications
Dr. John Gaskins3
Advertising GenerationAdvertising Generation
Nonpersonal Communications
Dr. John Gaskins4
Message AppealMessage Appeal
Features Features vsvs. Benefits. BenefitsEffect Effect vsvs. Affect. AffectCriteriaCriteria
• Meaningful to the target marketMeaningful to the target market• Distinctive - clutterDistinctive - clutter• Believable - credibility of Believable - credibility of
spokesperson or spokesperson or sourcesource
Nonpersonal Communications
Dr. John Gaskins5
Message ExecutionMessage Execution
ToneToneStyleStyleStructureStructureSpokespersonSpokesperson
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Message Execution:Message Execution:
ToneTonePositive or negative (Positive or negative (e.g.e.g. Fear) Fear)Sex works with sexually Sex works with sexually
oriented products, otherwise oriented products, otherwise distractsdistracts
HumorHumor• More generalMore general• Less likely to distractLess likely to distract• Generates positive feelingsGenerates positive feelings• Don’t make the joke the messageDon’t make the joke the message
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Message Execution:Message Execution:
StyleStyleSlice-of-lifeSlice-of-lifeLife styleLife styleFantasyFantasyMood or imageMood or imageMusicalMusicalPersonality symbolPersonality symbolTechnical expertise (of Technical expertise (of
sponsor)sponsor)Scientific evidenceScientific evidenceTestimonialTestimonial
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Message Execution:Message Execution:
StructureStructureOne-sidedOne-sided vsvs. . Two-sidedTwo-sided DrawDraw Leave it Leave it
a a vs.vs. to to conclusion conclusion the the receiverreceiver
Strongest argument first or lastStrongest argument first or lastCommunicate a simple ideaCommunicate a simple idea
• Less danger of noise or misinterpretationLess danger of noise or misinterpretation
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Message Execution:Message Execution:
SpokespeopleSpokespeopleCriteria: “Q rating”Criteria: “Q rating”
• ExpertiseExpertise• TrustworthinessTrustworthiness• LikabilityLikability
CelebritiesCelebrities• Good if reason for celebrity is closely Good if reason for celebrity is closely
related to the productrelated to the product• Danger of fall in popularityDanger of fall in popularity
ProfessionalsProfessionals““Folks like me”Folks like me”
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Choosing Ad MediaChoosing Ad Media(pg. 367)(pg. 367)
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Media IssuesMedia Issues
Key considerationsKey considerations• CoverageCoverage• SelectivitySelectivity• PersistencePersistence• Quality of image/soundQuality of image/sound
VehicleVehicle• Media outletMedia outlet• Section or program within the outletSection or program within the outlet
Nonpersonal Nonpersonal CommunicationsCommunications
Dr. John GaskinsDr. John Gaskins1212
Media:Media:
Interactive AdsInteractive Ads WebWeb
• 2-way communication 2-way communication vsvs. intrusion. intrusion• ““Richness” Richness” vsvs. band width, access. band width, access
FormsForms• BannersBanners• Keyword adsKeyword ads• AdvertorialsAdvertorials• InterstitialsInterstitials• Pop-ups/-undersPop-ups/-unders
EffectivenessEffectiveness• ImpressionsImpressions• Hits & Click-throughHits & Click-through• Conversion rateConversion rate
Nonpersonal Nonpersonal CommunicationsCommunications
Dr. John GaskinsDr. John Gaskins1414
Media Cost/Effectiveness:Media Cost/Effectiveness:
How It’s DoneHow It’s Done Cost perCost per Gross rating Gross rating
Thousand Thousand = = Cost Cost ÷÷ points points (CPM) (CPM) (000’s) (000’s)
Gross rating Gross rating = = Reach * Reach * FrequencyFrequency points points
ReachReach• TV:TV: A.C. NielsenA.C. Nielsen• Radio:Radio: ArbitronArbitron• Print:Print: Starch RoperStarch Roper• Within the target marketWithin the target market• There are There are THREETHREE target markets to consider! target markets to consider!
Frequency: at least 3Frequency: at least 3
Nonpersonal Nonpersonal CommunicationsCommunications
Dr. John GaskinsDr. John Gaskins1515
Measuring Ad Measuring Ad EffectivenessEffectiveness
Message researchMessage researchPretestPretest
• Sales conviction testSales conviction test• Blind product testBlind product test• Eye movement measurementEye movement measurement• Galvanic skin responseGalvanic skin response
PosttestPosttest• Survey: unaided & aided recallSurvey: unaided & aided recall• Inquiry testInquiry test• Split run/split cableSplit run/split cable
““Zipping,” “Zapping” & Zipping,” “Zapping” & “Wearout”“Wearout”
Vary Vary executionsexecutions within a within a campaigncampaign• Herding Cats• Running with the Squirrels• Building Airplanes in the Sky
Tell a storyTell a storyDesign visualsDesign visuals
Nonpersonal Nonpersonal CommunicationsCommunications
Dr. John GaskinsDr. John Gaskins1717
Advertising inAdvertising inOrganizational MarketsOrganizational Markets
Create a favorable climate for Create a favorable climate for salespeoplesalespeople
Stimulate derived demandStimulate derived demandProject a favorable corporate Project a favorable corporate
imageimageReach inaccessible buyersReach inaccessible buyers
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Publicity Publicity vs.vs. Public Public RelationsRelations
Various “publics” can affect firm’s Various “publics” can affect firm’s ability to reach its objectivesability to reach its objectives
Nonmarketing public relationsNonmarketing public relations• InstitutionalInstitutional
Marketing public relations (MPR)Marketing public relations (MPR)• ProductProduct
Public Service Announcements (PSA)Public Service Announcements (PSA) SponsorshipsSponsorships Word of Mouth (WOM)Word of Mouth (WOM)
• Net Promoter ScoreNet Promoter Score
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““Guerrilla Marketing”Guerrilla Marketing”
““Buzz marketing”Buzz marketing”Viral marketingViral marketingUndercover sellingUndercover sellingSocial media marketingSocial media marketing
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Sales PromotionsSales Promotions
Aim: induce immediate actionAim: induce immediate action• Gain attentionGain attention• Induce trialInduce trial• Move customers to next stage of purchase Move customers to next stage of purchase
processprocess• Hold current customers, build loyalty (Patronage Hold current customers, build loyalty (Patronage
rewards)rewards)• Selectively adjust effective purchase priceSelectively adjust effective purchase price
FormsForms• Retail sales promotionRetail sales promotion• Trade sales promotionTrade sales promotion
Keep the Attention on the ProductKeep the Attention on the Product
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Sales Promotion MethodsSales Promotion Methods
Dr. John GaskinsDr. John Gaskins2222
Retail Sales PromotionsRetail Sales Promotions
PurposePurpose FormForm
Gain attention/Gain attention/RemindRemind
Display (end caps, case Display (end caps, case stacks)stacks)P-O-P materialsP-O-P materialsContests & SweepstakesContests & Sweepstakes
Induce trial/Induce trial/Move to next stage in the Move to next stage in the purchase processpurchase process
SamplingSampling CouponsCoupons
PremiumsPremiumsDemonstrationsDemonstrations
Keep current customers/Keep current customers/Build loyaltyBuild loyalty Patronage rewardsPatronage rewards
Adjust priceAdjust price
Cents-offCents-off Price packs Price packs RebatesRebates CouponsCoupons
PremiumsPremiums
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Trade Sales PromotionsTrade Sales Promotions
Sales meetingsSales meetingsTrade showsTrade showsSales contestsSales contestsStore demonstrationsStore demonstrationsDealer contests & premiumsDealer contests & premiums““Push” moneyPush” money
IMC Dr. John Gaskins24
Measuring Effectiveness:Measuring Effectiveness:
The Promotional “Bump”The Promotional “Bump” During the promotionDuring the promotion
• Promotion “lift”Promotion “lift”• Primary demandPrimary demand
• Increase consumptionIncrease consumption• One time purchase by traditional nonusersOne time purchase by traditional nonusers• Switch categoriesSwitch categories
• Selective demandSelective demand• Switch brandsSwitch brands• Switch storesSwitch stores
After the promotionAfter the promotion• Length, depth of post-promotion slumpLength, depth of post-promotion slump• Long term levelLong term level