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7/29/2019 Kotler Mm14 Ch18 Dppt

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Kotler KellerPhillip Kevin Lane

Marketing Management 14e


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Managing Mass Communications:Advertising, Sales Promotions, Events

and Experiences, and Public Relations


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Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 3 of 34

Discussion Questions

1. What steps are required in developingan advertising program?

2. How should sales promotion decisions

be made?

3. What are the guidelines for effective

brand-building events and experiences?

4. How can companies exploit the

potential of public relations and

publicity?


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Developing Advertising Programs

Buyer Motives

Social

Psychological

Economic


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The 5 Ms of Advertising


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Setting the Objectives

Communication Task

Period of Time

Audience

Achievement Level

To increase among 30 million

homemakers who own automatic

washers the number who identifybrand X as a low-sudsing detergent,

and who are persuaded that it gets

clothes cleaner, from 10 percent to 40

percent in one year.


7/34Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 7 of 34

Advertising Objectives

Persuade

Remind

Inform

Reinforce



Deciding on the Advertising Budget

Decision Factors:

Stage in the Product Life Cycle

Market share and consumer base

Competition and clutter

Advertising frequency

Product substitutability

Advertising Elasticity

Awareness

Advertising

Budget



Deciding on the Advertising Budget

Advertising Elasticity

Awareness

Advertising

Budget



Developing the Advertising Campaign

Message Strategy

Creative Strategy



Developing the Advertising Campaign

Message generation

and evaluation

Creative development

and execution

Legal and Social Issues



Media Decisions and Measurement

Reach, Frequency,

Impact

Media Timing

Media Vehicles

Media Type

Geographical Media

Allocation



Reach, Frequency, and Impact

Reach

Frequency

Impact



Relationship Between Trial,

Awareness, and the ExposureFunction



Profile of Major Media Types

Medium Advantages Disadvantages

NewspapersFlexibility; timeliness;

local; believability

Short life; small pass-

along; reproduction

Television

Multiple senses;

appealing; high

attention; high reach

High absolute cost;

clutter; fleeting exposure;

less audience selectivity

Direct Mail

Audience selectivity;

flexibility; personalized

Relatively high cost;

junk mail image

RadioMass use; high

selectivity; low cost

Single sense; passive;

fleeting exposure



Profile of Major Media Types

Medium Advantages Disadvantages

Magazines

High selectivity; high

quality; credibility and

prestige; long life

Long lead time; waste in

circulation

OutdoorFlexibility; low cost;high repeat exposure;

low competition

Low audience selectivity;

creative limitations

Yellow Pages

Excellent local coverage;

high believability; widereach; low cost

High competition; long

lead time; creativelimitations

Internet

High selectivity;

interactive possibilities;

low relative cost

Increasing clutter



Alternate Advertising Media

Billboards

Public Spaces

Product Placement

Point of Purchase



Selecting Specific Media Vehicles

Media Cost

Composition

Audience Size



Media Timing and Allocation

Macroscheduling(seasons/business cycle)

Microscheduling(short term)



Advertising Timing Patterns



Evaluating Advertising Effectiveness

Copy Testing(pretest, post-test)

Sales-effects



Measuring the Sales Impact

of Advertising

Share of expenditures

Share of market

Share of mind and heart

Share of voice


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Sales Promotion

Short term

Stimulate Sales


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Objectives

Product trial

Reward

Increase

repurchase

Brand switching


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Major Sales Promotion Decisions

Objectives

Implement and Evaluate

Develop the Program

Trade Sales ForceConsumer


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Major Consumer Promotion Tools

Samples Coupons

Cash refunds

Prices off

Premiums

Prizes Loyalty rewards

Free trials

Tie-in promotions Cross-promotions

Point-of-purchase displays

Demonstrations


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Major Trade Promotion Tools

Price off

Advertising allowances

Display allowances

Free goods


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Events and Experiences

Objectives

Identify with target market

Increase exposure to brand name

Reinforce brand image / enhance corporate image

Evoke feelings / express commitment

Entertain clients / reward employees

Merchandising/promotional opportunities


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Events and Experiences

Sports - 68%

Entertainment - 10%

Festivals - 5%

The Arts - 5%

Cause Marketing-

9%


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Major Sponsorship Decisions

Choosing Events

Match target marketCreate awareness

Designing Sponsorship Programs

Special events

Art exhibits

Sports stadiums and arenas

Measuring Sponsorship Activities

Brand exposure

Media coverage

Brand knowledge


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Creating Experiences

Factory Tour

Corporate Museum

More engaging / informative

Increased word-of-mouth


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Public Relations

Monitors attitudes

Five Functions of PR

1. Press relations2. Product publicity

3. Corporate communications

4. Lobbying

5. Counseling

Promote

Protect Image

( )


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Marketing Public Relations (MPR)

Launch new products

Repositioning a mature product

Building interest in a product category

Influencing specific target groupsManage brand crisis

Build corporate image

Publicity


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Major Decisions in MPR

Establish ObjectivesAwarenessCredibility

Enthusiasm

Choose Messages and VehiclesNewsworthy/Interesting

PR activities

Implement and MeasureExposures

Media clippings

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