Ad & Sp by vijay
- 1. MARKETING MANAGEMENT Managing Mass Communications
- 2. Advertising Any paid form of non - personal presentation and promotion of ideas, goods, or services by an identified sponsor.
- 3. The Five M’s of Advertising Mission Money Message Media Measurement
- 4. Advertising Objectives (Mission) Informative advertising Persuasive advertising Reminder advertising Reinforcement advertising
- 5. Factors to Consider in Setting an Advertising Budget (money) Stage in the product life cycle Market share and consumer base Competition and clutter Advertising frequency Product substitutability
- 6. Developing the Advertising Campaign (Message) Message generation and evaluation Creative development and execution Social responsibility review
- 7. Creative Brief Positioning statement Key message Target market Objectives Key brand benefits Brand promise Evidence of promise Media Background Creative considerations
- 8. Media Deciding on desired reach, frequency and impact. Choosing among major media types; Selecting specific media vehicles; Deciding on media timing; Deciding on geographical media allocation
- 9. Reach: the number of different persons or households exposed to a particular media schedule at least once during a specified time period. Frequency: the number of times within the specified time period that an average person or household is exposed to the message. Impact: the qualitative value of an exposure through a given medium
- 10. Television Advantages Reaches broad spectrum of consumers Low cost per exposure Ability to demonstrate product use Ability to portray image and brand personality Disadvantages Brief Clutter High cost of production High cost of placement Lack of attention by viewers
- 11. Print Ads Advantages Detailed product information Ability to communicate user imagery Flexibility Ability to segment Disadvantages Passive medium Clutter Unable to demonstrate product use
- 12. Choosing Among Major Media Types Target audience and media habits Product characteristics Message characteristics Cost
- 13. Major Media Types Newspapers Television Direct mail Radio Magazines Outdoor Yellow pages Newsletters Brochures Telephone Internet
- 14. Place Advertising Billboards Public spaces Product placement Point-of-purchase
- 15. Media Schedule Patterns Continuity – achieved by scheduling exposures evenly throughout a given period Concentration – spending all the advertising money in a single period Flighting – it calls for advertising for a period, followed by a period with no advertising, followed by a second period of advertising activity. Pulsing – it is continuous advertising at low-weight levels reinforced periodically by waves of heavier activity.
- 16. Evaluating Advertising Effectiveness Communication Effect Research – Before & after. Consumer feedback method Portfolio tests – it asks consumer to view or listen to a portfolio of advertisements. Consumers are then asked to recall all the ads and their content, aided or unaided by interviewer. Laboratory tests – heartbeat, blood pressure, pupil dilation, galvanic skin response, perspiration – to an ad; Sales-Effect Research
- 17. Sales Promotion Collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade.
- 18. Sales Promotion Tactics Consumer-directed Samples Coupons Cash refund offers Price offs Premiums Prizes Patronage rewards Free trials Tie-in promotions Trade-directed Price offs Allowances Free goods Sales contests Spiffs Trade shows Specialty advertising
- 19. Using Sales Promotions Establish objectives Select tools Develop program Pretest Implement and control Evaluate results
- 20. Events and Experiences $11.14 billion spent on sponsorship in 2004 69% sports 10% tours 7% festivals, fairs 5% arts 9% causes
- 21. 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
- 22. Using Sponsored Events Establish objectives Choose event opportunities Design program Implement and control Measure effectiveness
- 23. 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
- 24. Public Relations Functions Press relations Product publicity Corporate communications Lobbying Counseling
- 25. Marketing Public Relations Functions Assist in product launches Assist in repositioning mature products Build interest in a product category Influence specific target groups Defend products Build corporate image
- 26. Major Tools in Marketing PR Publications Events Sponsorships News Speeches Public Service Activities Identity Media
- 27. Steps in Marketing PR Establish objectives Choose messages Choose vehicles Implement and control Measure effectiveness