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lenilynnego.blogspot.comRBSD-Marketing Department
TOP 10 Learning Questions for
Ch. 18 MANAGING MASS COMMUNICATIONS: Mass
Advertising, Sales Promotions, Events and Experiences, and Public Relations
Lenilynne Go
Dec. 17, 2010
lenilynnego.blogspot.com
Q1: Which of the following
statements is true?
A. The 5M’s of advertising are Mission, Money, Message, Media and Measurement.
B. The 4M’s of advertising are Mission, Money, Message and Media.
C. The 4M’s of advertising are Mission, Message, Media, Masses.
D. The 5M’s of advertising are Mission, Message, Media, Money, Masses.
E. The 5M’s of advertising are Mission, Message, Media, Money, Mass Advertising.
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The 5M’s of Advertising
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MISSION
Sales goalsAdvertising Objectives
MONEY
Factors to Consider:Stage in PLC
Market Share and consumer base
Competition and clutterAdvertising Frequency
Product Suitability
MESSAGE
Message generationMessage evaluation and
selectionMessage executionSocial responsibility
review
MEDIA
Reach, frequency, impact
Major media typesSpecific media vehicles
Media timingGeographical media
allocation
MEASUREMENT
Communications ImpactSales Impact
*From Marketing Management, 13th Ed, Kotler et al.
The 5M’s of Advertising
These are 5 major decisions after managers identify their target market and buyer motives.
Mission : “What are our advertising objectives?”
Money: “How much can we spend?”
Message: “What message should we send?”
Media: “What media should we use?”
Measurement: “How should we evaluate the results?”
lenilynnego.blogspot.com
Q1: Which of the following
statements is true?
A. The 5M’s of advertising are Mission, Money, Message, Media and Measurement.
B. The 4M’s of advertising are Mission, Money, Message and Media.
C. The 4M’s of advertising are Mission, Message, Media, Masses.
D. The 5M’s of advertising are Mission, Message, Media, Money, Masses.
E. The 5M’s of advertising are Mission, Message, Media, Money, Mass Advertising.
lenilynnego.blogspot.com
Q2: Which of the following
statements is false?
A. Informative Advertising aims to create brand awareness and knowledge of new products or new features of existing products.
B. Persuasive Advertising aims to create liking, preference, conviction and purchase of a product or service.
C. Reminder Advertising aims to stimulate repeat purchase of products and services.
D. Reinforcement advertising aims to convince current purchasers that they made the right choice.
E. Above are examples of mass communications objectives.
lenilynnego.blogspot.com
Advertising Objectives
Defined as a goal that is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time.
Advertising objectives is classified according to the aim of inform, persuade, remind and reinforce.
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Advertising
objectives/goals
These are made after decisions on target market, brand positioning and marketing programs are established.
It should emerge from a thorough analysis of current market situation.
For ex: if product is mature and brand usage is low, the objective is to remind customers to stimulate more usage.
lenilynnego.blogspot.com
Q2: Which of the following
statements is false?
A. Informative Advertising aims to create brand awareness and knowledge of new products or new features of existing products.
B. Persuasive Advertising aims to create liking, preference, conviction and purchase of a product or service.
C. Reminder Advertising aims to stimulate repeat purchase of products and services.
D. Reinforcement advertising aims to convince current purchasers that they made the right choice.
E. Above are examples of mass communications objectives.
lenilynnego.blogspot.com
Q3: Competition and clutter;
advertising frequency are
examples of _______.
A. Advertising elasticity
B. Reach
C. Factors to consider in setting budget decisions
D. Market share and consumer base
E. Product substitutability
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Factors in Setting Budget
Decisions
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•New products – merit large advertising budgets to build brand awareness and gain consumer trial.
•Lower budgets for established brands.
Stage in Product Life Cycle
• Less advertising expenditure for high market brand share brands
•To build share by increasing market size requires larger expenditures
Market share and consumer base
•More advertising budget is needed in a market with a lot of competition
•Extraneous advertisements from non-direct competitors still affect need for heavier advertising
Competition and Clutter
*From Marketing Management, 13th Ed, Kotler et al.
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• Number of repetitions needed for the brand’s message to be heard by consumers can impact the budget on advertising
Advertising Frequency
• Less differentiated industries like beer, soft drinks etc. need more advertising to be heard.
Product Substitutability
Factors in Setting Budget
Decisions
*From Marketing Management, 13th Ed, Kotler et al.
Q3: Competition and clutter;
advertising frequency are
examples of _______.
A. Advertising elasticity
B. Reach
C. Factors to consider in setting budget decisions
D. Market share and consumer base
E. Product substitutability
lenilynnego.blogspot.com
Q4: In designing and evaluating an ad
campaign, advertisers develop
________ and ______.
A. Marketing strategy, advertising strategy
B. Message strategy, creative strategy
C. Communications strategy, promotions strategy
D. Campaign strategy, marketing strategy
E. Message strategy, promotions strategy
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Developing the Advertising
Campaign
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Message Strategy
Creative Strategy
Advertising Campaign
Positioning of the ad, WHAT the
ad attempts to convey about the
brand
How the ad expresses the brand
claims
*From Marketing Management, 13th Ed, Kotler et al.
Developing the Advertising
Campaign ( 3 steps):
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Social-responsibility Review
Must follow legal and social norms Must be careful not to offend society
Creative Development and Execution
How the ad is says ca be decisive. Media forms include TV, Print, and Radio.
TV is most powerful advertising medium, Print media is for building user and usage imagery, Radio ad are
inexpensive and can be localized.
Message Generation and Evaluation
Fresh insights are needed to avoid sameness with other brands.
Prepare a creative brief after doing market research, elaborate on positioning statement.
Message Strategy
Creative Strategy
*From Marketing Management, 13th Ed, Kotler et al.
Q4: In designing and evaluating an ad
campaign, advertisers develop
________ and ______.
A. Marketing strategy, advertising strategy
B. Message strategy, creative strategy
C. Communications strategy, promotions strategy
D. Campaign strategy, marketing strategy
E. Message strategy, promotions strategy
lenilynnego.blogspot.com
Q5: Media Planners consider their
media type choices based on:
A. Target audience and media habits
B. Product Characteristics
C. Message Characteristics
D. Cost
E. All of the above.
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Media Selection
Defined as finding the most cost-effective media to deliver the desired number and type of exposures to the target audience.
The types of exposures are:REACH, FREQUENCY, IMPACT
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Media Selection
The types of exposures*:1.) REACH : the number of different households
exposed to a particular media schedule at least once during a specified time period
2.) FREQUENCY : the number of times within the specified time period that an average person or household is exposed to the message
3.) IMPACT : Qualitative value of a exposure through a give medium
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*From Marketing Management, 13th Ed, Kotler et al.
Variables for deciding the
Media
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• Timeliness and information content is a factor in media choice.
• What counts is cost per thousand exposures.
• Depending on product, media is chosen on which media ca show it best.
• Radio and TV are most effective media for teens. TARGET
AUDIENCE AND
MEDIA HABITS
PRODUCT
CHARACTERISTICS
MESSAGE
CHARACTERISTICS
COST
*From Marketing Management, 13th Ed, Kotler et al.
Q5: Media Planners consider their
media choices based on which
variables:
A. Target audience and media habits
B. Product Characteristics
C. Message Characteristics
D. Cost
E. All of the above.
lenilynnego.blogspot.com
Q6: Which of the following are
examples of traditional place
advertising?
A. Green marketing
B. Special Magazines
C. Public talks
D. Blogging
E. None of the above.
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Media Types
lenilynnego.blogspot.com*From Marketing Management, 13th Ed, Kotler et al.
Place Advertising*
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Place advertising is also called out of home advertising; and is a broad category including many creative and unexpected forms to grab consumer’s attention. The rationale is that marketer’s are better off reaching people where they work, play and shop.
*From Marketing Management, 13th Ed, Kotler et al.
Q6: Which of the following are
examples of traditional place
advertising?
A. Green marketing
B. Special Magazines
C. Public talks
D. Blog
E. None of the above.
lenilynnego.blogspot.com
Q7: In launching a product, the
advertiser must choose among
the following except:
A. Continuity
B. Concentration
C. Flighting
D. Buyer turnover
E. Pulsing
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Deciding on Media Timing
and Allocation
To be more effective, communication objectives should depend on the nature of the product, target customers, distribution channels and other marketing factors.
The media schedule patterns are based on continuity, concentration, flightingand pulsing.
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Media Schedule Patterns*
1.) Continuity – means exposures appear evenly throughout a given period. For expanding market situations, with frequently purchased items, and in tightly defined buyer categories.
2.) Concentration – calls for spending all advertising budget in a single period. This makes sense for products with one selling season or related holiday.
3.) Flighting – calls for advertising for a period, followed by a period of advertising and so on. For limited funding and infrequent purchase cycle.
4.) Pulsing – continuous advertising at low-weight levels reinforced periodically by waves of heavier activity.
lenilynnego.blogspot.com*From Marketing Management, 13th Ed, Kotler et al.
Q7: In launching a product, the
advertiser must choose among
the following except:
A. Continuity
B. Concentration
C. Flighting
D. Buyer turnover
E. Pulsing
lenilynnego.blogspot.com
Q8: The following are components of
a formula to measure sales impact of
advertising except:
A. Share of expenditure
B. Share of voice
C. Share of audience
D. Share of market
E. Share of heart and mind
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Formula for Measuring Sales
Impact of Advertising
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Share of Expenditures
• Budget of the company on advertising
Share of Voice
• Proportion of company advertising of that product to all advertising of that product
Share of mind and
heart
• In consumer’s psyche which can result to purchase of your product
Share of market
• % of market using the company’s product
*From Marketing Management, 13th Ed, Kotler et al.
To know if the company is overspending or underspending, the formula guide is as follows:
A company’s share of advertising expenditures produces a share of voice, that earns a share of consumer’s minds and hearts, and ultimately, a share of the market.*
lenilynnego.blogspot.com
Formula for Measuring Sales
Impact of Advertising
*From Marketing Management, 13th Ed, Kotler et al.
Q8: The following are components of
a formula to measure sales impact of
advertising except:
A. Share of expenditure
B. Share of voice
C. Share of audience
D. Share of market
E. Share of heart and mind
lenilynnego.blogspot.com
Q9: Cebu Pacific introduced the “Piso
fares” to boost sales. What kind of sales
promotion tactic did they use?
A. Coupons
B. Price offs
C. Sales contests
D. Specialty advertising
E. Points of Purchase Display
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Timing factors*
1.) Buyer turnover – rate at which new buyers enter the market, the higher it is, the more continuous advertising
2.) Purchase frequency – number of times during the period that the average buyer buys the product, the higher it is, the more continuous advertising should be
3.) Forgetting rate: the rate at which the buyer forgets the brand, the higher the more continuous advertising should be
lenilynnego.blogspot.com*From Marketing Management, 13th Ed, Kotler et al.
Sales Promotion vs.
Advertising
Sales promotion consists of incentive tools, mostly short term and designed to stimulate greater purchase.
Advertising efficiency declined when more brands increased.
Nowadays, sales promotion becomes more accepted by top management as an effective sales tool.
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Sales Promotion Tactics
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Samples
Coupons
Cash Refund Offers
Price offs
Premiums
Prizes
Patronage Rewards
Free trials
Tie-in Promotions
Consumer directed
Price-offs
Allowances
Free goods
Sales contests
Spiffs
Trade shows
Specialty advertising
Trade-directed
A straight
discount off the
list price on
each case
purchased
during a stated
time period.
Q9: Cebu Pacific introduced the “Piso
fares” to boost sales. What kind of sales
promotion tactic did they use?
A. Coupons
B. Price offs
C. Sales contests
D. Specialty advertising
E. Free trials
lenilynnego.blogspot.com
Q10: Pinoy Big Brother house contestants
consume C2 drinks and other URC
products. What is URC spending on?
A. TV advertising
B. Product placements
C. Events
D. Sponsorships
E. Public Relations
lenilynnego.blogspot.com
Types of Media
TV Advertising – Paid form of advertising through television
Product placements – has expanded from movies to TV shows, ex: Coca Cola on American Idol
Events – Conferences, seminars, outings trade shows, exhibits arranged by the company.
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Types of Media
Sponsorships – promotion of brands through the sponsoring sports or cultural events and other causes.
Public Relations – main tools include publications, events, news, speeches, public service activities and identity media.
lenilynnego.blogspot.com
Q10: Pinoy Big Brother house contestants
consume C2 drinks and other URC
products. What is URC spending on?
A. TV advertising
B. Product placements
C. Events
D. Sponsorships
E. Public Relations
lenilynnego.blogspot.com