Professional Documents
Culture Documents
MANAGING MASS
COMMUNICATION
11/5/2015
WHAT IS ADVERTISING?
ADVERTISING
PROCTER &
GAMBLES
ADVERTISING
HISTORY
11/5/2015
11/5/2015
5 MS OF
ADVERTISING PROGRAM
11/5/2015
11/5/2015
11/5/2015
5 MS OF
ADVERTISING PROGRAM
5 MS OF
ADVERTISING PROGRAM
MISSION
MESSAGE
Sales goals
Advertising objectives
Inform
Persuade
Remind
Reinforce
MONEY
Stage in PLC
Market share and consumer base
Competition & clutter
Advertising frequency
Product substitutability
11/5/2015
11/5/2015
ADVERTISING GOALS
AND OBJECTIVES
5 MS OF
ADVERTISING PROGRAM
MEDIA
Message generation
Message evaluation & selection
Message execution
Social responsibility review
Advertising goals:
To increase sales
To
establish
brand
equity
To enter the target
market
MEASUREMENT
Advertising objectives:
Communication impact
Sales impact
11/5/2015
MAJOR DECISIONS IN
ADVERTISING
Return on Investment
(R.O.I)
Selection of media
Coordination
11/5/2015
MAJOR
ADVERTISING DECISIONS
Objectives Setting
Budget Decisions
Message Decisions
Media Decisions
Campaign Evaluation
11/5/2015
11/5/2015
ADVERTISING OBJECTIVES
ADVERTISING
Key Decisions:
Setting objectives
Setting the budget
Developing the
advertising
strategy
Evaluating
advertising
campaigns
11/5/2015
Inform
Introducing new
products
Persuade
Becomes more
important as
competition
increases
Comparative ads
Remind
Most important for
mature products
Dr. Vandana Khanna
Informative
Advertising
Persuasive
Advertising
Comparison
Advertising
Reminder Advertising
Keeps Consumers
Thinking
About a Product.
11/5/2015
ADVERTISING
Key Decisions:
Setting objectives
Setting the budget
Developing the
advertising
strategy
Evaluating
advertising
campaigns
11/5/2015
11/5/2015
ADVERTISING BUDGET
FACTORS
Market Share &
Consumer Base
Key Decisions:
Competition &
Clutter
Stage in the
Product Life Cycle
Advertising
Frequency
Product
Substitutability
11/5/2015
ADVERTISING
Setting objectives
Setting the budget
Developing the
advertising
strategy
Evaluating
advertising
campaigns
11/5/2015
ADVERTISING
Creative challenges
Media fragmentation
Soaring media costs
Advertising clutter
Creating ad messages
Message strategy
Creative concept
Advertising appeal
Message execution
Many execution
styles
Tone, format,
illustration, headline,
copy
Discussion Question
Slice of Life
Lifestyle
Fantasy
Mood or Image
Testimonial Evidence
or Endorsement
11/5/2015
Celebrity endorsers
may be movie stars,
politicians, sports
stars, or other public
personalities
Testimonials feature
ordinary people who
talk about their
product experiences
Musical
Personality
Symbol
Technical
Expertise
Scientific
Evidence
Should marketers be
concerned about the
opinions of anyone other
than the target market?
Why or why not?
11/5/2015
ADVERTISING
Key Decisions:
Setting objectives
Setting the budget
Developing the
advertising
strategy
Evaluating
advertising
campaigns
11/5/2015
11/5/2015
Media planners
for Absolut
vodka work
with creatives
to design ads
targeted to
specific
audiences.
The ad at left
appears in
theater playbills.
TIVO
ADVERTISING
Major Media Types
Newspapers
Television
Direct Mail
Radio
Magazines
Outdoor
Internet
11/5/2015
ADVERTISING
Discussion Question
Key Decisions:
Reddi Wip is one product
whose media strategy
includes heavy ad
expenditures prior to
Thanksgiving.
What types of products
would benefit from a
media flighting strategy?
11/5/2015
Setting objectives
Setting the budget
Developing the
advertising
strategy
Evaluating
advertising
campaigns
11/5/2015
Measuring
communications effects
Copy testing
Consumer recall
Product awareness
Product knowledge
Product preference
11/5/2015
ADVERTISING
ADVERTISING
Advertising
to
International Markets
Advantages
standardizing
worldwide
advertising:
Lower advertising
costs
Greater global ad
coordination
Consistent global
image
11/5/2015
ADVERTISING
Advertising
International Markets
to
Drawbacks
standardizing
worldwide
advertising:
to
11/5/2015
of
Ignores differences
in demographics
and economic
conditions
Ignores differences
Dr. Vandana Khanna
in culture
11/5/2015
act
11/5/2015
Rational
Sensory
Social
Ego Satisfaction
11/5/2015
TYPES OF MEDIA
FOR ADVERTISING
Newspapers
Print Media
Outdoor
Media
Billboards
Direct Mail
Newspapers
Electronic
Media
TV
Price Lists
Direct Mail
Video
Hoardings
Catalogues
Television
Folders
Radio
Balloons
Personal
Letters
Product
Literature
Voice Mail
Ads on
Transport
Means
Journals
Cinema
11/5/2015
Circulars
Electric
Display
Direct Mail
Advantages: Audience selectivity; flexibility, no ad competition within same medium; allows personalization
Limitations: Relative high cost; junk mail image
11/5/2015
ADVERTISING STRATEGY
MESSAGE EXECUTION
Magazines
Scientific
Evidence
Slice of Life
Lifestyle
Typical
Message
Execution
Styles
Technical
Expertise
Personality
Symbol
Outdoor
Advantages: Flexibility; high repeat exposure; low cost;
low message competition
Limitations:
Little audience selectivity;
creative
limitations
11/5/2015
Dr. Vandana
Khanna
Fantasy
Mood or
Image
Musical
11/5/2015
ADVERTISING
EVALUATION
PRINT AD COMPONENTS
Communication Effects
Sales Effects
11/5/2015
Headline
Copy
Signature
11/5/2015
SALES PROMOTION
11/5/2015
11/5/2015
SALES PROMOTION
SALES PROMOTION
Sales Promotion
Targets
End
Consumers
Company
Employees
Trade Customers
11/5/2015
11/5/2015
WHY?
Internal
Top management is more conducive to
spending on promotions
Line managers under greater pressure to
achieve targets
Justification of expenditure is easy
Consumer Promotion
Trade Promotion
External
Buy More
Buy Now
11/5/2015
11/5/2015
A SALES PROMOTION
SHOULD BE :
11/5/2015
11/5/2015
CHANNELS OF SALES
PROMOTIONS
MANUFACTURER
Push
Trade
Promotions
Consumer
Promotions
RETAILER
Push
Retail
Promotions
Pull
CONSUMER
11/5/2015
11/5/2015
11/5/2015
CONSUMER PROMOTION
SP IS A PUSH STRATEGY
Since it is at the last point where the
consumer is often at the point of buying, the
additional incentive makes a last ditch effort
to convert the customer on to the
incentivized brand
SP SPURS ACTION BECAUSE THEY ARE
SUPPOSED TO RUN FOR A LIMITED TIME
11/5/2015
Consumer-Promotion
Objectives
Entice Consumers to
Try a New Product
Lure Customers Away
From Competitors Products
Get Consumers to Load Up
on a Mature Product
Hold & Reward Loyal
Customers
Consumer Relationship
Building
Consumer-Promotion Tools
Samples
Coupons
Cash Refunds
Advertising
Specialties
Patronage
Patronage
Rewards
Rewards
Contests
Price Packs
Premiums
Sweepstakes
Games
Point-of-Purchase
Displays
11/5/2015
TYPES OF BUYERS
Loyals
Loyals
Reinforce behavior
Increase consumption
Change buying timing
Competitive loyals
Competitive loyals
Break loyalty
Encourage brand switching
Switchers
Switchers
Price buyers
Non Users
Price
Value added to make price less important
Non users
Create awareness, create category worth
11/5/2015
11/5/2015
CONTINUITY PROGRAM
/LOYALTY CARDS
TRADE PROMOTIONS
Trade-Promotion
Objectives
Trade-Promotion
Tools
Persuade Retailers or
Wholesalers to Carry a Brand
Price-Offs
Premiums
Allowances
Patronage
Displays
Rewards
Promote a Brand in
Advertising
Buy-Back
Guarantees
Free Goods
Contests
11/5/2015
11/5/2015
Discounts
Push Money
Specialty
Advertising
Items
10
11/5/2015
BUSINESS-TO-BUSINESS
PROMOTION
Business-Promotion
Objectives
Generate Business Leads
Stimulate Purchases
Reward Customers
Motivate Salespeople
11/5/2015
Business-Promotion
Tools
Conventions
Trade Shows
Sales Contests
11/5/2015
PROMOTION AT DIFFERENT
STAGES OF THE PLC
IDEAL EVENTS
11/5/2015
11/5/2015
FINAL CONSIDERATIONS
FINAL CONSIDERATIONS
11/5/2015
11
11/5/2015
PUBLIC RELATIONS
Public relations activities promote or protect
the image of a firm or product
Web Site
Public
Service
Activities
News
Press relations
Product publicity
Corporate communications
Lobbying
Counseling
11/5/2015
Corporate
Identity
Materials
Speeches
Audiovisual
Materials
11/5/2015
Written
Materials
Special
Events
DECISIONS IN MARKETING PR
It helps in:
New product launches
Repositioning of mature
brands
Building
interest
in
product categories
Influencing
specific
target groups
Defending
products
with public problems
Building the corporate
image
11/5/2015
Establish objectives
Choose messages
Choose vehicles
Implement
Evaluate results
11/5/2015
Communications
Identity
Product presence
Co-branding
Environments
Internet
Electronic media
People
11/5/2015
11/5/2015
12