Kotler MM 13e Overheads 18

(1)

Managing Mass

Communications:

Advertising,

Sales Promotions,

Events and Experiences,

and Public Relations

(2)

Chapter Questions

• What steps are involved in developing an

advertising program?

• How should sales promotion decisions be

made?

• What are the guidelines for effective

brand-building events and experiences?

(3)

[image:3.720.64.672.66.446.2]

(4)

Advertising Objectives

Informative

advertising

Reminder

advertising

Reinforcement

advertising

Persuasive

(5)

Factors to Consider in Setting an

Advertising Budget

Stage in the product life cycle

Market share and consumer base

Competition and clutter

Advertising frequency

(6)

Developing the

Advertising Campaign

• Message generation

and evaluation

• Creative

development and

execution

(7)

Print Ad Components

Headline

Picture

(8)

Media Selection

• Reach

• Frequency

• Impact

(9)

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Figure 18.2 Relationship among Trial,

Awareness, and the Exposure

(10)

Major Media Types

• Newspapers

• Television

• Direct mail

• Radio

• Magazines

• Outdoor

(11)

[image:11.720.47.670.33.502.2]

(12)

Factors Affecting Timing Patterns

• Buyer turnover

(13)

Media Schedule Patterns

• Continuity

• Concentration

• Flighting

(14)

(15)

Sales Promotion Tactics

Consumer-directed

• Samples

• Coupons

• Cash refund offers

• Price offs

• Premiums

• Prizes

• Patronage rewards

• Free trials

Trade-directed

• Price offs

• Allowances

• Free goods

• Sales contests

• Spiffs

• Trade shows

• Specialty

(16)

Using Sales Promotions

Establish objectives

Select tools

Develop program

Pretest

Implement and control

(17)

Using Sponsored Events

Choose events

Design programs

(18)

Steps in the CEM Framework

Analyze the customer’s experiential world

Build the experiential platform

Design the brand experience

Structure the customer interface

(19)

Decisions in Marketing PR

Choose messages

Choose vehicles

Implement