Transcript Chapter 20

Chapter
20
Managing Mass
Communications:
Advertising, Sales
Promotions, Events
and Experiences,
and Public Relations
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Developing and Managing
an Advertising Program
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Developing and Managing
an Advertising Program
• Setting the advertising objectives
• Deciding on the advertising budget
• Developing the advertising
campaign
• Choosing media
• Evaluating advertising
effectiveness
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Setting the
Advertising Objectives
Informative
Persuasive
Reminder
Reinforcement
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Developing the Advertising
Campaign
• Legal and social issues
– Advertisers must not make false claims
– Must not use false demonstrations
– Must not create ads with the capacity to
deceive
– Must avoid bait-and-switch advertising
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MEDIA SELECTION
•
•
•
•
Copyright © 2009 Pearson Education,
Publishing
as Prentice
Hall Inc.
CopyrightInc.
© 2016
Pearson
Education,
Reach
Frequency
Impact
Exposure
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Choosing Media
• Choosing among major media types
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Choosing Media
• Place advertising options
Billboards
Public spaces
Product placement
Point of Purchase
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Evaluating Advertising
Effectiveness
• Communication-effect
research
– In-home tests, trailer tests,
theater tests, on-air tests
• Sales-effect research
– Historical approach
– Experimental data
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Sales Promotion
• 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
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Sales Promotion
• Selecting consumer promotion tools
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Sales Promotion
• Selecting trade promotion tools
– Forward buying and diverting retailers
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Sales Promotion
• Selecting business and sales force
promotion tools
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Events and Experiences
• Events objectives
1.
2.
3.
4.
5.
6.
To identify with a target market or lifestyle
To increase salience of company/product name
To create/reinforce key brand image associations
To enhance corporate image
To create experiences and evoke feelings
To express commitment to the community or on
social issues
7. To entertain key clients or reward employees
8. To permit merchandising/promotional opportunities
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Events and Experiences
• Major sponsorship
decisions
– Choosing events
– Designing sponsorship
programs
– Measuring sponsorship
activities
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Public Relations
• PR department functions
– Press relations
– Product publicity
– Corporate communications
– Lobbying
– Counseling
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Public Relations
• Marketing public relations (MPR) tasks
Launching
new
products
Repositioning
mature
products
Building
interest in
product
Building
corporate
image
Defending
problem
products
Influencing
target groups
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Public Relations
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