MARKETING MANAGEMENT

12th edition

18
Managing Mass
Communications

Kotler Keller
Chapter Questions

• What steps are involved 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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Advertising

Any paid form of nonpersonal presentation

and promotion of ideas, goods, or
services by an identified sponsor.

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Procter & Gamble’s Advertising History

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Figure 18.1 The Five M’s of Advertising

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Advertising Objectives

Informative Persuasive
advertising advertising

Reminder Reinforcement
advertising advertising

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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

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Developing the Advertising Campaign

• Message generation
and evaluation
• Creative development
and execution
• Social responsibility
review

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Creative Brief
• Positioning statement • Brand promise
• Key message • Evidence of promise
• Target market • Media
• Objectives • Background
• Key brand benefits • Creative
considerations

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Television
Advantages Disadvantages
• Reaches broad • Brief
spectrum of • Clutter
consumers • High cost of
• Low cost per exposure production
• Ability to demonstrate • High cost of
product use placement
• Ability to portray • Lack of attention by
image and brand viewers
personality
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Print Ads
Advantages Disadvantages
• Detailed product • Passive medium
information • Clutter
• Ability to communicate • Unable to
user imagery demonstrate product
• Flexibility use
• Ability to segment

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Print Ad Components

Headline

Picture

Copy Signature

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Print Ad 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?
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Media Selection

• Reach
• Frequency
• Impact
• Exposure

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Figure 1.2 Relationship among Trial,
Awareness, and the Exposure Function

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Reach x Frequency = GRPs

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Choosing Among Major Media Types

• Target audience and

media habits
• Product
characteristics
• Message
characteristics
• Cost

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Major Media Types
• Newspapers • Outdoor
• Television • Yellow pages
• Direct mail • Newsletters
• Radio • Brochures
• Magazines • Telephone
• Internet

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Table 18.2 Marketing
Communication Expenditures (2001)
Media $ % of Total
TV 52.7 22

Radio 19.4 8

Internet 3.4 1

Magazines 12.3 5

Newspaper 49.4 21

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Place Advertising

• Billboards
• Public spaces
• Product placement
• Point-of-purchase

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Measures of Audience Size

• Circulation
• Audience
• Effective audience
• Effective ad-exposed
audience

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Figure 18.3 Classification of
Advertising Timing Patterns

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Factors Affecting Timing Patterns

• Buyer turnover
• Purchase frequency
• Forgetting rate

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Media Schedule Patterns

• Continuity
• Concentration
• Flighting
• Pulsing

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Evaluating Advertising Effectiveness

• Communication Effect
Research
– Consumer feedback
method
– Portfolio tests
– Laboratory tests
• Sales-Effect Research

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Sales Promotion

Collection of incentive tools, mostly

short term, designed to stimulate
quicker or greater purchase
of particular products or services
by consumers or the trade.

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Sales Promotion Tactics
Consumer-directed Trade-directed
• Samples • Price offs
• Coupons • Allowances
• Cash refund offers • Free goods
• Price offs • Sales contests
• Premiums • Spiffs
• Prizes • Trade shows
• Patronage rewards • Specialty advertising
• Free trials
• Tie-in promotions
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Using Sales Promotions
Establish objectives

Select tools

Develop program

Pretest

Implement and control

Evaluate results
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Events and Experiences
• $11.14 billion spent on
sponsorship in 2004
– 69% sports
– 10% tours
– 7% festivals, fairs
– 5% arts
– 9% causes

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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
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Using Sponsored Events
Establish objectives

Choose event opportunities

Design program

Implement and control

Measure effectiveness

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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

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

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Marketing Public Relations Functions

• Assist in product launches

• Assist in repositioning mature products
• Build interest in a product category
• Influence specific target groups
• Defend products
• Build corporate image

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

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Steps in Marketing PR
Establish objectives

Choose messages

Choose vehicles

Implement and control

Measure effectiveness

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Marketing Debate

 Has TV Advertising Lost Power?

Take a position:
1. TV advertising has faded in importance.
2. TV advertising is still the most powerful
advertising medium.

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Marketing Discussion

 What are some of your favorite TV

ads? Why? How effective are
the message and creative
strategies? How are they
building brand equity?

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