Chapter 18 Mass Communication

8/13/2019 Chapter 18 Mass Communication

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Key Concepts


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Developing and Managing An

Advertising Program

Advertisingany paid form of non-personalpresentation and promotion of ideas, goods, or

services by an identified sponsor.

Major decisions (Five Ms):MissionWhat are the objectives?

MoneyHow much can be spent?MessageWhat message should be sent?MediaWhat media should be used?MeasurementHow should the results be evaluated?


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Setting the Objectives

Advertising goal(or objective)a specificcommunication task and achievement level to beaccomplished with a specific audience in a specificperiod.

Classified according to their aim:

Inform

Persuade Remind

Reinforce


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Deciding on the Advertising Budget

Factors to consider:

Product life cycle stage

Market share and consumer base

Competition and clutter

Advertising frequency

Product substitutability


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Developing the Advertising

Campaign

Message generation and evaluation

Creative development and execution

Legal and social issues


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Deciding on Media and Measuring

Effectiveness

Deciding on reach, frequency, and impact

Choosing among major media types Selecting specific vehicles

Deciding on media timing and allocation

Evaluating advertising effectiveness


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Deciding on Reach, Frequency, and

ImpactReach (R)the number of different persons or

householdsthat are exposed to a particular mediaschedule at least once during a specified period.

Frequency (F)The number of timeswithin thespecified period that an average person or household

is exposed to the message.

Impact (I)the qualitative value of an exposurethrough a given medium.


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Choosing Among Major Media

Types

Consider four main variables: Target audiences media habits

Product

Message

Cost


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Selecting Specific Vehicles

Audience size can be measured by:

Circulationnumber of physical units carrying theadvertising.

Audiencenumber of people exposed to the vehicle.

Effective audiencenumber of people with targetaudience characteristics exposed to the vehicle.


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Deciding on Media Timing

and Allocation

Continuityexposures appear evenly throughout agiven period.

Concentrationspending all ad dollars in a singleperiod.

Flightingadvertise for a period, followed by a period

with no advertising, followed by a second period ofadvertising activity.

Pulsingcontinuous advertising at low-weight levelsreinforced periodically by waves of heavier activity.


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Evaluating Advertising

Effectiveness

Communication-effect research(called copytesting)seeks to determine whether an ad iscommunicating effectively. Pretestingbefore an ad is placed. Posttestingafter an ad is placed.

Formula for measuring sales impact of advertising:

Share of expenditures Share of voice

Share of mind and heart

Share of market


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Sales Promotion

A collection of incentive tools, mostly short term,

designed to stimulate quicker or greater purchase ofparticular products or services by consumers or thetrade.


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Sales Promotion Tools

Consumer promotions Samples Coupons Cash refund offers Price packs Premiums Frequency programs Prizes Patronage awards

Free trials Warranties Tie-in and cross promotions Point-of-purchase displays and

demonstrations

Trade promotions Price-off Allowances Free goods

Business and sales-forcepromotions

Trade shows and conventions Sales contests

Specialty advertising


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Sales Promotion Objectives

Attract new users

Reward loyal customers Increase repurchase rates

Attract brand switchers


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Advertising vs. Promotion

Reasons for decreasing advertising-to-sales-promotions ratios:

Top management acceptance of promotion

Increase in number of brands

Competitors use promotions frequently

Brands seen as similar

Consumers more price-oriented Trade demands more deals

Declining advertising efficiency


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Major Sales Promotion Decisions

Establish objectives

Select the tools Develop the program

Pretest the program

Implement and control program Evaluate the results


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Events Objectives Identify with a particular

target market or life style

Increase awareness ofcompany or product name

Create or reinforceperceptions of key brand

image associations Enhance corporate image

Create experiences and evokefeelings

Express commitment to thecommunity or on socialissues

Entertain key clients or

reward key employees Permit merchandising or

promotional opportunities


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Major Sponsorship Decisions

Choosing event opportunities

Designing sponsorship programs

Event creation

Measuring sponsorship activities


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Creating Experiences

Experiential marketing not only communicatesfeatures and benefits but also connects a product orservice with unique and interesting experiences.


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Public Relations

Publicany group that has an actual or potentialinterest in or impact on a companys ability to achieveits objectives.

Public relations (PR)includes a variety ofprograms to promote or protect a companys image orindividual products.


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PR Department Functions

Press relations

Product publicity Corporate communication

Lobbying

Counseling


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Marketing Public Relations (MPR) 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

favorably on its products


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Major Tools in Marketing PR

Publications

Events Sponsorships

News

Speeches

Public-service activities Identity media


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Major Decisions in Marketing PR

Establish marketing objectives

Choose messages and vehicles

Implement and evaluate the plan

Documents

Chapter 18 Mass Communication