Kotler Keller 2

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Transcript Kotler Keller 2

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Managing
Mass Communications
Figure 18.1 The Five M’s of
Advertising
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Advertising Objectives
Informative
Persuasive
Reminder
Reinforcement
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Television
Advantages
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Reaches broad
spectrum of consumers
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Low cost per exposure
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Ability to demonstrate
product use
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Ability to portray image
and brand personality
Disadvantages
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Brief
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Clutter
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High cost of production
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High cost of placement
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Lack of attention by
viewers
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Print Ads
Advantages
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Detailed product
information
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Ability to communicate
user imagery
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Flexibility
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Ability to segment
Disadvantages
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Passive medium
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Clutter
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Unable to demonstrate
product use
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Print Ad Components
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Media Selection
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Reach
Frequency
Impact
Exposure
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Major Media Types
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Newspapers
Television
Direct mail
Radio
Magazines
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Outdoor
Yellow Pages
Newsletters
Brochures
Telephone
Internet
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Place Advertising
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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.
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Consumer-Directed Sales
Promotion Tactics
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Samples
Coupons
Cash refund offers
Price offs
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Premiums
Prizes
Patronage rewards
Free trials
Tie-in promotions
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Trade-Directed
Sales Promotion Tactics
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Price offs
Allowances
Free goods
Sales contests
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Spiffs
Trade shows
Specialty
advertising
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Events and Experiences
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Why Sponsor Events?
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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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Public Relations Functions
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Press relations
Product publicity
Corporate communications
Lobbying
Counseling
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Tasks Aided by Public Relations
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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
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Major Tools in Marketing PR
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Publications
Events
Sponsorships
News
Speeches
Public Service Activities
Identity Media
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