kotler framework 5e_16_sppt
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Framework for Marketing Management
16 Managing
Mass Communications
1
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 16-2
Chapter Questions
What steps are required in developing an advertising program?
How should sales promotion decisions be made?
What are the guidelines for effective brand-building events and experiences?
How can companies exploit the potential of public relations and publicity?
Old Spice’s Advertising Campaign
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 16-3
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 16-4
Figure 16.1 The Five M’s of Advertising
Developing an Advertising Program
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Setting Objectives
Deciding on the Budget
Developing the Campaign
Deciding on Media
Making Measurement Plans
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Advertising Objectives
Informative
Persuasive
Reminder
Reinforcement
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Factors to Consider in Setting an Advertising Budget 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
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Variables in Media Selection
Reach
Frequency
Impact
Exposure
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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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Media Schedule Patterns
Continuity
Concentrated
Flighting
Pulsing
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Measuring Sales Impact of Advertising
Share of Expenditures
Share of Voice
Share of Mind and Heart
Share of Market
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What is Sales Promotion?
Sales promotion consists of 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.
Consumer-Directed Sales Promotion Tactics Samples Coupons Cash refund offers Price offs
Premiums Prizes Patronage rewards Free trials Tie-in promotions
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Trade-Directed Sales Promotion Tactics Price offs Allowances Free goods Sales contests
Spiffs Trade shows Specialty
advertising
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 16-16
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 16-17
Using Sales Promotions
Establish objectives Select tools Develop program Pretest Implement and control Evaluate results
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Events and Experiences
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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
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 16-20
Using Sponsored Events
Choose events Design programs Measure effectiveness
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Public Relations Functions
Press relations Product publicity Corporate communications Lobbying Counseling
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Tasks Aided by Public Relations
Launching new products Repositioning a mature product Building interest in a product category Influencing specific target groups Defending products that have encountered
public problems Building the corporate image in a way that
reflects favorable on products
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Major Tools in Marketing PR
Publications Events Sponsorships News Speeches Public Service Activities Identity Media
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Decisions in Marketing PR
Establish objectives Choose message Choose vehicles Implement Evaluate results
For Review
What steps are required in developing an advertising program?
How should sales promotion decisions be made?
What are the guidelines for effective brand-building events and experiences?
How can companies exploit the potential of public relations and publicity?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 16-25
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