Kotler Keller

Marketing Management 14e

Phillip

Kevin Lane

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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Developing Advertising Programs

Psychological Economic Social

Buyer Motives
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The 5 Ms of Advertising

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Setting the Objectives

Communication Task To increase among 30 million
homemakers who own automatic Achievement Level washers the number who identify brand X as a low-sudsing detergent, Audience and who are persuaded that it gets

clothes cleaner, from 10 percent to 40

Period of Time percent in one year.

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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 Product substitutability
Advertising 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 Strategy

Message Strategy

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Developing the Advertising Campaign

Creative development and execution

Message generation and evaluation Legal and Social Issues

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Media Decisions and Measurement

Reach, Frequency, Impact Media Type

Media Vehicles

Media Timing Geographical Media Allocation

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Reach, Frequency, and Impact

Reach

Frequency Impact
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Relationship Between Trial, Awareness, and the Exposure Function

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Profile of Major Media Types

Medium Newspapers Advantages Flexibility; timeliness; local; believability Disadvantages Short life; small passalong; reproduction

Television

Multiple senses; appealing; high attention; high reach

Audience selectivity; flexibility; personalized Mass use; high selectivity; low cost

High absolute cost; clutter; fleeting exposure; less audience selectivity

Relatively high cost; junk mail image Single sense; passive; fleeting exposure
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Direct Mail

Radio

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Profile of Major Media Types

Medium Magazines Advantages High selectivity; high quality; credibility and prestige; long life Flexibility; low cost; high repeat exposure; low competition Disadvantages Long lead time; waste in circulation Low audience selectivity; creative limitations

Outdoor

Yellow Pages

Excellent local coverage; High competition; long high believability; wide lead time; creative reach; low cost limitations High selectivity; interactive possibilities; low relative cost Increasing clutter
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Internet

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Alternate Advertising Media

Public Spaces

Product Placement

Point of Purchase
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Billboards
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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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Advertising Timing Patterns

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Evaluating Advertising Effectiveness

Copy Testing
(pretest, post-test)

Sales-effects

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Measuring the Sales Impact of Advertising

Share of expenditures

Share of voice

Share of mind and heart

Share of market
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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

Objectives

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
Identify with target market
Increase exposure to brand name

Reinforce brand image / enhance corporate image

Evoke feelings / express commitment Entertain clients / reward employees Merchandising/promotional opportunities
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Events and Experiences

Sports - 68% Cause Marketing9% Festivals - 5%

The Arts - 5% Entertainment - 10%

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Major Sponsorship Decisions

Choosing Events Match target market Create awareness Designing Sponsorship Programs Special events Art exhibits Sports stadiums and arenas

Measuring Sponsorship Activities Brand exposure Media coverage Brand knowledge

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Creating Experiences
More engaging / informative

Increased word-of-mouth

Factory Tour

Corporate Museum
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Public Relations
Promote

Monitors attitudes

Five Functions of PR
1. 2. 3. 4. 5. Press relations Product publicity Corporate communications Lobbying Counseling
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Protect Image

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Marketing Public Relations (MPR)

Publicity
Launch new products Repositioning a mature product Building interest in a product category Influencing specific target groups Manage brand crisis Build corporate image

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Major Decisions in MPR

Establish Objectives
Awareness Credibility Enthusiasm

Choose Messages and Vehicles

Newsworthy/Interesting PR activities

Implement and Measure

Exposures Media clippings
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