kotler_mm_14e_18_ippt.ppt

18
Managing
Mass Communications
1

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-2
Figure 18.1 The Five M’s of
Advertising

Advertising Objectives
Informative
Persuasive
Reminder
Reinforcement

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

Print Ads
Advantages
 Detailed product
information
 Ability to communicate
user imagery
 Flexibility
 Ability to segment
Disadvantages
 Passive medium
 Clutter
 Unable to demonstrate
product use

Print Ad Components

Media Selection
• Reach
• Frequency
• Impact
• Exposure

Major Media Types
 Newspapers
 Television
 Direct mail
 Radio
 Magazines
 Outdoor
 Yellow Pages
 Newsletters
 Brochures
 Telephone
 Internet

Place Advertising

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

Trade-Directed
Sales Promotion Tactics
 Price offs
 Allowances
 Free goods
 Sales contests
 Spiffs
 Trade shows
 Specialty
advertising

Events and Experiences

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

Public Relations Functions
 Press relations
 Product publicity
 Corporate communications
 Lobbying
 Counseling

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

Major Tools in Marketing PR
 Publications
 Events
 Sponsorships
 News
 Speeches
 Public Service Activities
 Identity Media

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