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Managing Mass Communications:

Advertising, Sales Promotions, Events

and Experiences, and Public Relations
Discussion Questions
1. What steps are required in developing
an 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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1. Developing and Managing an
Advertising Program
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r e
u
Fi
g The Five Ms of Advertising

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Advertising Objectives
Persuade

Inform

Reinforce

Remind

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 Deciding on the Advertising Budget

Decision Factors:
Stage in the Product Life Cycle
Market share and consumer base
Competition and clutter
Advertising frequency
Advertising
Product substitutability Budget

Awareness

Advertising Elasticity
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Deciding on the Advertising Budget
Advertising Elasticity

Advertising
Budget

Awareness

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Developing the Advertising Campaign
Creative development and
execution: TV, Print ,& Radio Ads

Message generation
and evaluation

Legal and Social Issues

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2. Deciding on Media and
Measuring Effectiveness
 Reach, Frequency,
Impact

Media Type

Media Vehicles

Media Timing &

Allocation

Evaluating Ad
Effectiveness
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Reach, Frequency, and Impact

Reach

Frequency

Impact
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 .2
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g u r e Relationship Between Trial,
Fi Awareness, and the Exposure
Function

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 Profile of Major Media Types
Medium Advantages Disadvantages

Flexibility; timeliness; Short life; small “pass-

Newspapers
local; believability along”; reproduction

Multiple senses; High absolute cost;

Television appealing; high clutter; fleeting exposure;
attention; high reach less audience selectivity

Audience selectivity; Relatively high cost;

Direct Mail
flexibility; personalized “junk mail” image

Mass use; high Single sense; passive;

Radio
selectivity; low cost fleeting exposure

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 Profile of Major Media Types
Medium Advantages Disadvantages
High selectivity; high
Long lead time; waste in
Magazines quality; credibility and
circulation
prestige; long life
Flexibility; low cost;
Low audience selectivity;
Outdoor high repeat exposure;
creative limitations
low competition
Excellent local coverage; High competition; long
Yellow Pages high believability; wide lead time; creative
reach; low cost limitations
High selectivity;
Internet interactive possibilities; Increasing clutter
low relative cost
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Media Types  Place Advertising
Public Spaces

Product Placement

Billboards
Point of Purchase
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Selecting Specific Media Vehicles

Audience Size Media Cost

Composition
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Media Timing and Allocation
Macroscheduling
(seasons/business cycle)

Microscheduling
(short term)
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 .3
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Fi Advertising Timing Patterns

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Evaluating Advertising Effectiveness
Copy Testing
(pretest, post-test)

Sales-effects

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 .4
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ur
e 1 Measuring the Sales Impact
i g
F of Advertising (sales effect)

Share of expenditures

Share of voice

Share of mind and heart

Share of market

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Sales Promotion
 Sales Promotion
Short term

Stimulate Sales

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 Objectives
Product trial Increase
repurchase

Reward
Brand switching
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Major Sales Promotion Decisions
Establishing Objectives

Business &
Consumer Trade
Sales Force

Develop the Program

Implement and Evaluate

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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
• To identify with a particular target market / lifestyle
• To increase salience of company or product name
• To create / reinforce perceptions of key brand image
associations
• To enhance corporate image
• To create experiences and evoke feelings
• To express commitment to the community / on social
issues
• To entertain key clients / reward employees
• To merchandising/promotional opportunities

Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 28 of 34

Events and Experiences: an Example
Sports - 68% Festivals - 5%

Cause Marketing-
9%

Associations &
membership
organization – 3%

The Arts - 5%
Entertainment - 10%
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 Major Sponsorship Decisions
Choosing Events
Match target market
Create awareness

Designing Sponsorship Programs

Event creation
Sports stadiums, arenas, and other venues

Measuring Sponsorship Activities

Supply-side methods
Demand-side methods

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 Creating Experiences

More engaging / informative

Increased word-of-mouth

Factory Tour

Corporate Museum
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Public Relations
Public Relations
Promote

Monitors attitudes

Five Functions of PR
1. Press relations
2. Product publicity
3. Corporate communications
Protect Image
4. Lobbying
5. Counseling
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Marketing Public Relations (MPR) or Publicty

MPR to support corporate or product

promotion and image making
Publicity
 Launching new products
 Repositioning a mature product
 Building interest in a product category
 Influencing specific target groups
 Manage product that have encountered public problems
 Building corporate image

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 Major tools in MPR
 Publications
 Events
 Sponsorships
 News
 Speeches
 Public service activities
 Identity media

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 Major Decisions in MPR
Establish Objectives
Awareness
Credibility
Enthusiasm
Down promotion cost

Choose Messages and Vehicles

Newsworthy/Interesting
PR activities

Implement and Measure

Exposures
Media clippings
Change in product awareness,
comprehension, or attitude
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