MKT3418

Product & Brand Management

Lecture 9
Lecturer: Ms Pauline Ong

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 ADVERTISING, SALES
PROMOTION, AND PUBLIC
RELATIONS
ADVERTISING

Advertising is a paid form of relatively less personal marketing

communications, often through a mass medium to one or more target
markets

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Types of Advertising

Institutional Advertising promote an industry, company, family of

brands, or some other issues broader than a specific product.
Product Advertising is designed to increase purchase of a specific
offering (good or service).

Pioneering Competitive Comparative

advertising advertising advertising

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Advertising Execution
and Media Types
Reach measures the percentage of the target
market that is exposed to an advertisement.
Frequency is the number of times a person in
the target market is exposed to the message.
Advertising execution is the way an ad
communicates the information and image.

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Allocating the Budget

Deciding how much to spend

on advertising and the other
elements of the promotional
mix

Will depend upon

Organisational Market
potential Market size
factors
Advertising Appeals

Reasons why: the The central idea of

unique selling the ad
proposition (USP)
Fear appeals
Comparative
advertising Sex appeals
Demonstrations Humorous
appeals
Testimonials
Slogans and
Slice of life jingles
Sales Promotion

To Consumers
Used to increase product trial, distribution, sagging sales , or rekindle brand
interest.
Often many forms of sales promotion used together
Too much reliance can backfire
on a firm as customers buy only
when a promotion is offered
or it leads to cheapening the
brand and distrust by customers.

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Sales Promotion

To Channel Members
Push strategy used to increase sales by distributors, brokers, agents, and
other middlemen
Trade shows
Cooperative advertising and promotion
Allowances
Contests and POP displays

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EXHIBIT 13.4 Consumer Sales Promotion Options

Sales Promotion Approach Description Comments Example

Product sampling A physical sample of the Excellent for inducing trial. Sample Gillette sends out a free razor to
product is given to consumers. can be received by mail or in a store. induce switching from an older
model.

Coupons An instant price reduction at

point of sale, available in print
media, online, or in-store.
Coupons usage is generally down
among consumers. Still a good
inducement to buy now.
Inside the free razor you received
from Gillette you find a coupon for
$1.00 off the purchase of your next
pack of blades.

Rebates A price reduction for purchase

of a specific product during a
specific time period.
Possibly instant at point of sale, but Sharpe offers a $100 rebate through
more frequently requires submission Best Buy for purchase of a flat screen
and delay in processing. television during the month of
February.

Contests and Appeal to consumers sense of Contests require some element of

fun and luck. May suggest a skill beyond mere chance.
McDonalds famous Monopoly game
the more you eat, the more you
sweepstakes purchase but legally must be Sweepstakes are pure chance. play (and vice-versa!).
offered without a purchase
requirement.

Premiums Another product offered free

for purchasing the brand
targeted in the promotion.
Gives the customer a bonus for
purchase. Products may be
Burger King offers the latest Spider
Man toy with purchase of a meal.
complementary or unrelated.

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EXHIBIT 17.16 Consumer Sales Promotion Options

Sales Promotion
Approach Description Comments Example
Multiple- Incentive to buy more of the
brand at a special price.
Typically buy 2, get 1 free
or similar.
Centrum Vitamin offer buy a
bottle of 100, get an extra mini-
purchase bottle of 20.
offers

Point-of- Displays set up in a retail store Especially good at driving

to support advertising and purchase toward a featured
Standup display and front window
poster in Blockbuster of the latest
purchase remind customers to purchase brand in a product category DVD release.
materials at the store aisle.

Product Having product images appear Strong connections with the

in movies, on television, or in show or story, as well as to
Coca-Cola cups always on the
desks of the American Idol judges.
placements photographs in print media. any associated celebrities.

Loyalty Accumulate points for doing

business with a company.
programs Designed to strengthen long-
term customer relationships
and reduce switching.
Especially popular among the
airline and hospitality
industry. Credit cards
providers often facilitate.
American Airlines AAdvantage
program, facilitated by CitiCard
MasterCard and American Express
cards.

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Digital Communications

6 is of E-marketing
Digital communication mix
Search engine marketing
Social media
Advertisement and affiliates
E-mail and viral marketing

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Online questionnaires to behavioural
analysis

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2011, Marketing Plans Seventh Edition, Malcolm McDonald and Hugh Wilson.
THE DIGITAL COMMUNICATIONS MIX

2011, Marketing Plans Seventh Edition, Malcolm McDonald

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and Hugh Wilson.
 2011, Marketing Plans Seventh Edition, Malcolm McDonald
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and Hugh Wilson.
PUBLIC RELATIONS (PR)

PR is a systematic approach to influencing attitudes, opinions, and

behaviors of customers and others.
PR is often executed through publicity, which is an unpaid and
relatively less personal form of marketing communications usually
through news stories and mentions at public events.

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Responsibilities of a PR Department
Product
Publicity And
Buzz
Investor Securing Event
Relations Sponsorships

Lobbying and
Governmental Crisis Management
Affairs

Managing and
Consumer
Writing News
Education
Stories

Serving as
Community
Organizational
Affairs
Spokesperson
Media
Relations

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Sponsorship

2011, Marketing Plans Seventh Edition, Malcolm McDonald

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and Hugh Wilson.
 2011, Marketing Plans Seventh Edition, Malcolm McDonald
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and Hugh Wilson.
 Introduction

Integrating marketing communications

(IMC) ties together and reinforces all
communications to deliver a clear,
strong brand identity.
Integrated marketing communications planning

Who is our target audience?

What do we need to communicate and achieve?
How should we communicate this?
Where should we communicate this?
When do the communications need to take place?
Choosing the Communications Mix (1)

Matching communications tool strengths with the purpose

of the communication
Differentiate
Reinforce
Inform
Persuade

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Choosing the Communications Mix (2)
Matching communications to segment media consumption
Good segmentation analysis should include a profile of
media usage for each segment.

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Example: aligning media to target
segments
Single or multi-channel tools?

2011, Marketing Plans Seventh Edition, Malcolm McDonald

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and Hugh Wilson.
 Marketing Communication
Plan

Decisions:
Budget
Target
Content of communications
Media
Frequency of advertisements or messages
Measurement of effectiveness

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A Swatch example

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 Class
Activity
Lynx JET Promotional
Programmes
Questions
1. What were the communication objectives?
creating awareness
imparting knowledge
projecting an image: playful, a mans dream or desire, yellow/gold theme: premium
shaping attitudes
stimulating a want or desire, and/or
effecting a sale.
2. How do you relate these marketing programmes to the 6Is of marketing?
Interactivity:
Integration: online, videos, events
Independence of location: can purchase online
Industry restructuring: e-commerce
Intelligence: Collect data
Individualization: market towards men
3. What do you think could be improved?
More focus on the brand
Might be damaging for the brand image as it is overly sexist and objectify women
Would have face a lot of public outrage if it happens now
4. Do you think the programme is a success? Why or why not?
Yes has a great reach
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But consumers do not know about the actual product
 Next Week
Next week

Session 10
Revision
Consultation

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