Transcript File - Jenne Meyer PhD

BUS7450
Strategic Marketing
Management
Week 7
Dr. Jenne Meyer
BUS7500
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Article reviews
18
Managing
Mass Communications
Old Spice’s Advertising Campaign
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
18-4
Figure 18.1 The Five M’s of
Advertising
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18-5
Developing an
Advertising Program
Setting Objectives
Deciding on the Budget
Developing the Campaign
Deciding on Media
Making Measurement Plans
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18-6
Advertising Objectives
Informative
Persuasive
Reminder
Reinforcement
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18-7
Factors to Consider in Setting an
Advertising Budget
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Stage in the product life cycle
Market share and consumer base
Competition and clutter
Advertising frequency
Product substitutability
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18-8
Viral Power of Advertising
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18-9
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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18-10
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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18-11
Print Ad Components
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18-12
Print Ad Evaluation Criteria
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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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18-13
Choosing Among Major Media Types
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Target audience and media habits
Product characteristics
Message characteristics
Cost
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18-14
Major Media Types
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Newspapers
Television
Direct mail
Radio
Magazines
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Outdoor
Yellow Pages
Newsletters
Brochures
Telephone
Internet
18-15
Place Advertising
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18-16
Measuring Sales Impact of Advertising
Share of Expenditures
Share of Voice
Share of Mind and Heart
Share of Market
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18-17
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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18-18
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
18-20
Using Sales Promotions
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Establish objectives
Select tools
Develop program
Pretest
Implement and control
Evaluate results
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18-21
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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18-22
Public Relations Functions
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Press relations
Product publicity
Corporate communications
Lobbying
Counseling
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18-23
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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18-24
Major Tools in Marketing PR
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Publications
Events
Sponsorships
News
Speeches
Public Service Activities
Identity Media
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18-25
Decisions in Marketing PR
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Establish objectives
Choose message
Choose vehicles
Implement
Evaluate results
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18-26
19
Managing Personal
Communications
What is Direct Marketing?
Direct marketing is the use of consumerdirect channels to reach and deliver goods
and services to customers without using
market middlemen.
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19-28
Direct Marketing Channels
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Direct mail
Catalogs
Telemarketing
Other direct response
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19-29
Constructing a Direct-Mail Campaign
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Establish objectives
Select target prospects
Develop offer elements
Test elements
Execute
Measure success
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19-30
RFM Formula for
Selecting Prospects
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Recency
Frequency
Monetary value
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19-31
Elements of the Offer Strategy
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Product
Offer
Medium
Distribution method
Creative strategy
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19-32
Types of Telemarketing
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Telesales
Telecoverage
Teleprospecting
Customer service and technical support
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19-33
Other Media for Direct Response
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Television
Radio
Kiosks
Newspapers
Magazines
Internet
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19-34
Public Issues in Direct Marketing
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Irritation
Unfairness
Deception/fraud
Invasion of privacy
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19-35
Interactive Marketing
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Tailored messages possible
Easy to track responsiveness
Contextual ad placement possible
Search engine advertising possible
Subject to click fraud
Consumers develop selective attention
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19-36
Figure 19.1 Average Time Spent
per Day with Select Media
for US Consumers
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19-37
Online Promotional Opportunities
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Websites
Microsites
Search ads
Display ads
Interstitials
Internet-specific ads
and videos
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Sponsorships
Alliances and
affiliate programs
Online
communities
Email
Mobile marketing
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Figure 19.2 Key Design Elements
of Effective WebSites
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Context: Layout and design
Content: Text, pictures, sound, video
Community: User-to-user communication
Customization: Site’s personalization ability
Communication: Site-user communication
Connection: Links to other sites
Commerce: Ability to conduct transactions
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19-39
e-Marketing Guidelines
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Give the customer a reason to respond
Personalize the content of your emails
Offer something the customer could not get via
direct mail
Make it easy for customers to unsubscribe
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19-40
Is mobile marketing the next big
medium for direct marketers?
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19-41
Platforms of Social Media
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Online communities and forums
Blogs
Social networks
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19-42
Motrin Learns the
Power of Social Media
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19-43
How to Start Buzz
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Identify influential individuals and companies
and devote extra effort to them
Supply key people with product samples
Work through community influentials
Develop word-of-mouth referral channels to
build business
Provide compelling information that
customers want to pass along
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19-44
Creating a Viral Opportunity
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19-45
Types of Sales Representatives
1. Deliverer
2. Order taker
3. Missionary
4. Technician
5. Demand creator
6. Solution vendor
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19-46
Sales Tasks
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Prospecting
Targeting
Communicating
Selling
Servicing
Information gathering
Allocating
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19-47
How should the firm
organize the sales force
structure?
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19-48
Workload Approach to Determining
Sales Force Size
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Customers are grouped into size classes
Desirable call frequencies are established
Number of accounts in each size class
multiplied by call frequency
Average number of calls possible per year
established
Number of reps equal to total annual calls
required divided by number possible
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19-49
Principles of Personal Selling
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Situation questions
Problem questions
Implication questions
Need-payoff questions
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19-50
Steps in Effective Selling
1. Prospecting/qualifying
2. Preapproach
3. Approach
4. Presentation
5. Overcoming objections
6. Closing
7. Follow up
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19-51
Class wrap up
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What is due for next week