Kotler Mm14 Ch18 Dppt
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Transcript of Kotler Mm14 Ch18 Dppt
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Kotler KellerPhillip Kevin Lane
Marketing Management 14e
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Managing Mass Communications:Advertising, Sales Promotions, Events
and Experiences, and Public Relations
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Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 3 of 34
Discussion Questions
1. What steps are required in developingan advertising program?
2. How should sales promotion decisions
be made?
3. What are the guidelines for effective
brand-building events and experiences?
4. How can companies exploit the
potential of public relations and
publicity?
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Developing Advertising Programs
Buyer Motives
Social
Psychological
Economic
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Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 5 of 34
The 5 Ms of Advertising
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Setting the Objectives
Communication Task
Period of Time
Audience
Achievement Level
To increase among 30 million
homemakers who own automatic
washers the number who identifybrand X as a low-sudsing detergent,
and who are persuaded that it gets
clothes cleaner, from 10 percent to 40
percent in one year.
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Advertising Objectives
Persuade
Remind
Inform
Reinforce
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Deciding on the Advertising Budget
Decision Factors:
Stage in the Product Life Cycle
Market share and consumer base
Competition and clutter
Advertising frequency
Product substitutability
Advertising Elasticity
Awareness
Advertising
Budget
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Deciding on the Advertising Budget
Advertising Elasticity
Awareness
Advertising
Budget
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Developing the Advertising Campaign
Message Strategy
Creative Strategy
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Developing the Advertising Campaign
Message generation
and evaluation
Creative development
and execution
Legal and Social Issues
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Media Decisions and Measurement
Reach, Frequency,
Impact
Media Timing
Media Vehicles
Media Type
Geographical Media
Allocation
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Reach, Frequency, and Impact
Reach
Frequency
Impact
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Relationship Between Trial,
Awareness, and the ExposureFunction
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Profile of Major Media Types
Medium Advantages Disadvantages
NewspapersFlexibility; timeliness;
local; believability
Short life; small pass-
along; reproduction
Television
Multiple senses;
appealing; high
attention; high reach
High absolute cost;
clutter; fleeting exposure;
less audience selectivity
Direct Mail
Audience selectivity;
flexibility; personalized
Relatively high cost;
junk mail image
RadioMass use; high
selectivity; low cost
Single sense; passive;
fleeting exposure
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Profile of Major Media Types
Medium Advantages Disadvantages
Magazines
High selectivity; high
quality; credibility and
prestige; long life
Long lead time; waste in
circulation
OutdoorFlexibility; low cost;high repeat exposure;
low competition
Low audience selectivity;
creative limitations
Yellow Pages
Excellent local coverage;
high believability; widereach; low cost
High competition; long
lead time; creativelimitations
Internet
High selectivity;
interactive possibilities;
low relative cost
Increasing clutter
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Alternate Advertising Media
Billboards
Public Spaces
Product Placement
Point of Purchase
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Selecting Specific Media Vehicles
Media Cost
Composition
Audience Size
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Media Timing and Allocation
Macroscheduling(seasons/business cycle)
Microscheduling(short term)
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Advertising Timing Patterns
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Evaluating Advertising Effectiveness
Copy Testing(pretest, post-test)
Sales-effects
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Measuring the Sales Impact
of Advertising
Share of expenditures
Share of market
Share of mind and heart
Share of voice
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Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 23 of 34
Sales Promotion
Short term
Stimulate Sales
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Objectives
Product trial
Reward
Increase
repurchase
Brand switching
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Major Sales Promotion Decisions
Objectives
Implement and Evaluate
Develop the Program
Trade Sales ForceConsumer
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Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 26 of 34
Major Consumer Promotion Tools
Samples Coupons
Cash refunds
Prices off
Premiums
Prizes Loyalty rewards
Free trials
Tie-in promotions Cross-promotions
Point-of-purchase displays
Demonstrations
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Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 27 of 34
Major Trade Promotion Tools
Price off
Advertising allowances
Display allowances
Free goods
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Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 28 of 34
Events and Experiences
Objectives
Identify with target market
Increase exposure to brand name
Reinforce brand image / enhance corporate image
Evoke feelings / express commitment
Entertain clients / reward employees
Merchandising/promotional opportunities
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Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 29 of 34
Events and Experiences
Sports - 68%
Entertainment - 10%
Festivals - 5%
The Arts - 5%
Cause Marketing-
9%
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Major Sponsorship Decisions
Choosing Events
Match target marketCreate awareness
Designing Sponsorship Programs
Special events
Art exhibits
Sports stadiums and arenas
Measuring Sponsorship Activities
Brand exposure
Media coverage
Brand knowledge
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Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 31 of 34
Creating Experiences
Factory Tour
Corporate Museum
More engaging / informative
Increased word-of-mouth
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Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 32 of 34
Public Relations
Monitors attitudes
Five Functions of PR
1. Press relations2. Product publicity
3. Corporate communications
4. Lobbying
5. Counseling
Promote
Protect Image
( )
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Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 33 of 34
Marketing Public Relations (MPR)
Launch new products
Repositioning a mature product
Building interest in a product category
Influencing specific target groupsManage brand crisis
Build corporate image
Publicity
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Major Decisions in MPR
Establish ObjectivesAwarenessCredibility
Enthusiasm
Choose Messages and VehiclesNewsworthy/Interesting
PR activities
Implement and MeasureExposures
Media clippings