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Chapter 18: Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

The document discusses guidelines for developing effective advertising, sales promotion, branding events and experiences, and public relations strategies. It outlines steps like setting objectives, evaluating budgets, testing messages, selecting appropriate media and vehicles, and measuring effectiveness. Additionally, it provides examples of tools and considerations for each area, such as the five M's of advertising, sales promotion incentives, sponsoring ideal events, and tasks that PR can aid.

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ankita_shreeram
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467 views

Chapter 18: Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

The document discusses guidelines for developing effective advertising, sales promotion, branding events and experiences, and public relations strategies. It outlines steps like setting objectives, evaluating budgets, testing messages, selecting appropriate media and vehicles, and measuring effectiveness. Additionally, it provides examples of tools and considerations for each area, such as the five M's of advertising, sales promotion incentives, sponsoring ideal events, and tasks that PR can aid.

Uploaded by

ankita_shreeram
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Chapter 18: Managing Mass Communications: Advertising, Sales

Promotions, Events and Experiences, and Public Relations

1. What steps are involved in developing an advertising program?


Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services
by an identified sponsor.

The Five M’s of Advertising

1. Setting the Objectives

 Informative advertising: create brand awareness and knowledge


 Persuasive advertising: create liking, preference, conviction and purchase
 Reminder advertising: stimulate repeat purchase
 Reinforcement advertising: convince purchasers they made the right choice

2. Factors to Consider in Setting an Advertising Budget

 Stage in the product life cycle: large budgets for new products, decreases with time
 Market share and consumer base: products with large shares need less advertising
 Competition and clutter: more competition, higher budget
 Advertising frequency:
 Product substitutability: brands with many substitutes need more advertising

3. Developing the Advertising Campaign

 Message generation and evaluation


 Creative development and execution

TV
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
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: headline, picture, copy, signature
Evaluation Criteria: Is the message clear at a glance?, Is the benefit in the headline?, Does the
illustration support the headline?, Does the first line of the copy support or explain the headline and
illustration?, Is the ad easy to read and follow?, Is the product easily identified?, Is the brand or
sponsor clearly identified?

 Legal and social issues

4. Media Selection (FIRE)

 Reach: number of different persons exposed to a particular media schedule


 Frequency
 Impact: qualitative value of the exposure
 Exposure: total number of exposures

5. Choosing Among Major Media Types

 Target audience and media habits


 Product characteristics
 Message characteristics
 Cost

Alternative Advertising options

 Place Advertising: Billboards, Public spaces


 Product placement: Tv shows, movies
 Point-of-purchase: ads on shopping carts, in store demos, live sampling

6. Selecting Specific Media Vehicles

This depends on audience size which is measured through:

 Circulation: no. of physical units carrying the ad


 Audience: No. of people exposed to the vehicle
 Effective audience: no. of people with target audience characteristics exposed to the vehicle
 Effective ad-exposed audience: no. of people with target audience characteristics who
actually saw the ad

7. Deciding on Media time and Allocation


The macro scheduling problem involves scheduling the ad in relationship to seasons and the
business cycle. The micro scheduling problem calls for allocating ad expenditures within a short
period to obtain maximum impact.

Factors Affecting Timing Patterns


Buyer turnover expresses the rate at which new buyers enter the market. Purchase frequency is the
number of times during the period that the average buyer buys the product. Forgetting rate is the
rate at which the buyer forgets the brand.

Media Schedule Patterns


In launching a new product, an advertiser must choose along continuity, concentration, flighting
(alternate periods of advertising) and pulsing (continuous ads but with varying intensity)

8. Evaluating Advertising Effectiveness

Communication Effect Research


For Print Ads: test ads placed in mags
For Broadcast Ads: In-house tests, Trailer tests (consumers are shown the ad in a trailer in a
shopping center), Theater tests, On-air tests
Pretesting
Consumer feedback method (questions), Portfolio tests, Laboratory tests (physiological reactions)

Sales effect research

Share of voice: proportion of company’s advertising of the product to all advertising of the product

2. How should sales promotion decisions be made?


Sales promotions consist 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.

Sales Promotion Tools

Consumer-directed: Samples, Coupons, Cash refund offers, Price offs (discount), Premiums, Prizes,
Patronage rewards, Free trials, Tie-in promotions
Trade-directed: Price offs, Allowances (amount offered in return for the retailer’s agreeing to feature
the product in some way), Free goods, Sales contests, Spiffs, Trade shows, Specialty advertising (low
cost gifts with company logo on it)

Using Sales Promotions / Major Decisions

 Establish objectives
 Select tools (see previous heading)
 Develop program (determine size of incentive, establish conditions for participation,
establish duration, choose a distribution vehicle, establish timing, determine budget)
 Pretest
 Implement and control
 Evaluate results (surveys, experiments)

3. What are the guidelines for effective brand-building events and


experiences?
Atmospheres are packaged environments that create or reinforce leanings towards product
purchase.

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

Using Sponsored Events

Establish objectives, Choose events, Design programs, Measure effectiveness (supply side method
focuses on potential exposure to the brand by assessing extent of media coverage, demand side
method focuses on reported exposure from consumers)

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
Customer Experience Management (CEM): Experience Providers
Communications, Visual/verbal Identity (logos, signage), Product presence, Co-branding,
Environments, Internet, Electronic media, People

Steps in the CEM Framework

 Analyze the customer’s experiential world


 Build the experiential platform
 Design the brand experience
 Structure the customer interface
 Engage in continuous innovation

4. How can companies exploit the potential of public relations and


publicity?
Functions of PR department

Press relations, product publicity, corporate communications, lobbying (dealing with govt officials
and legislators to promote or defeat legislation and regulation), 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 favorably on products

Major Tools in Marketing PR: Publications, Events, Sponsorships, News, Speeches, Public Service
Activities, Identity Media (visual identity carried by company logos, stationary, uniforms, building)

Decisions in Marketing PR: Establish objectives (awareness, credibility, enthusiasm, reduce


marketing cost), Choose messages, Choose vehicles, implement, evaluate (change in product
awareness, comprehension or attitude)

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