16 Ippt

17
Managing
Mass Communications
Chapter Questions
 What steps are required in developing an

advertising program?
 How should sales promotion decisions be
made?
 What are the guidelines for effective brand-
building events and experiences?
 How can companies exploit the potential of
public relations and publicity?
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 17-2
the United States edition of Marketing Management, 14e.
Vodafone’s ZooZoo Ad Campaign
Figure 17.1 The Five M’s of
Advertising
Developing an
Advertising Program
Setting Objectives
Deciding on the Budget
Developing the Campaign
Deciding on Media
Making Measurement Plans
Advertising Objectives
Informative
Persuasive
Reminder
Reinforcement
Factors to Consider in Setting an
Advertising Budget
 Stage in the product life cycle
 Market share and consumer base
 Competition and clutter
 Advertising frequency
 Product substitutability
Developing the
Advertising Campaign
Television
Advantages Disadvantages
 Reaches broad  Brief
spectrum of  Clutter
consumers; flexibility  High cost of production
 Low cost per exposure  High cost of placement
 Ability to demonstrate  Lack of attention by
product use viewers
 Ability to portray image
and brand personality
Print Ads
Advantages Disadvantages
 Detailed product  Passive medium
information  Clutter
 Ability to communicate  Unable to demonstrate
user imagery product use
 Flexibility in choosing  Print quality
the right publications  Short shelf-life
 Ability to segment
Print Ad Components and
Effectiveness
 Picture
 Headline
 Copy
Variables in Media Selection
Reach
Frequency
Impact
Exposure
Figure 17.2 Relationship among
Trial, Awareness, and the
Exposure Function
Choosing Among Major Media Types
 Target audience and media habits

 Product characteristics
 Message characteristics
 Cost
Major Media Types
 Newspapers  Outdoor
 Television  Yellow Pages
 Direct mail  Newsletters
 Radio  Brochures
 Magazines  Telephone
 Internet
Place Advertising
Figure 17.3 Advertising
Timing Patterns
Media Schedule Patterns
Continuity
Concentrated
Flighting
Pulsing
Measuring Sales Impact of Advertising
Share of Expenditures
Share of Voice
Share of Mind and Heart
Share of Market
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  Premiums
 Coupons  Prizes
 Cash refund offers  Patronage rewards
 Price offs  Free trials
 Tie-in promotions
Trade-Directed
Sales Promotion Tactics
 Price offs  Spiffs
 Allowances  Trade shows
 Free goods  Specialty
 Sales contests advertising
Using Sales Promotions
 Establish objectives
 Select tools
 Develop program
 Pretest
 Implement and control
 Evaluate results
Events and Experiences
Sponsoring events enables companies to obtain

wider exposure for their brands and influence
consumers’ attitude towards brands.
Some examples:
 Sri Lanka Telecom’s Mobitel is the official

sponsor of the Sri Lankan cricket team
 In the Indian Premier League Cricket, each of
the teams has major brands sponsoring the
team outfit and gear
Why Sponsor Events?
 To identify with a particular target market or lifestyle
 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
 Choose events
 Design programs
 Measure effectiveness
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
Decisions in Marketing PR
 Establish objectives
 Choose message
 Choose vehicles
 Implement the plan
 Evaluate results
For Review
 What steps are required in developing an

advertising program?
 How should sales promotion decisions be
made?
 What are the guidelines for effective brand-
building events and experiences?
 How can companies exploit the potential of
public relations and publicity?

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17

 What steps are required in developing an

Deciding on the Budget

Developing the Campaign

Making Measurement Plans

 Target audience and media habits

Share of Mind and Heart

Sales promotion consists of a collection of

Sponsoring events enables companies to obtain

 Sri Lanka Telecom’s Mobitel is the official

 Launching new products

 What steps are required in developing an

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