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Managing Mass Communications Chapter Questions
1.
1
18 Managing Mass Communications
2.
Chapter Questions
What steps are required in developing an advertising program? How should sales promotion decisions be made? What are the guidelines for effective brand- building events and experiences? How can companies exploit the potential of public relations and publicity? Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-2
3.
Old Spice’s Advertising
Campaign Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 18-3
4.
Figure 18.1 The
Five M’s of Advertising Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-4
5.
Developing an
Advertising Program Setting Objectives Deciding on the Budget Developing the Campaign Deciding on Media Making Measurement Plans Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 18-5
6.
Advertising Objectives
Informative Persuasive Reminder Reinforcement Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-6
7.
Factors to Consider
in Setting an Advertising Budget Stage in the product life cycle Market share and consumer base Competition and clutter Advertising frequency Product substitutability Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-7
8.
Developing the
Advertising Campaign Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-8
9.
Viral Power of
Advertising Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 18-9
10.
Television
Advantages Disadvantages Reaches broad Brief spectrum of consumers Clutter Low cost per exposure High cost of production Ability to demonstrate High cost of placement product use Lack of attention by Ability to portray image viewers and brand personality Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-10
11.
Print Ads
Advantages Disadvantages Detailed product Passive medium information Clutter Ability to communicate Unable to demonstrate user imagery product use Flexibility Ability to segment Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-11
12.
Print Ad Components Copyright
© 2011 Pearson Education, Inc. Publishing as Prentice Hall 18-12
13.
Print Ad Evaluation
Criteria 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? Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-13
14.
Variables in Media
Selection Reach Frequency Impact Exposure Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-14
15.
Figure 18.2 Relationship
among Trial, Awareness, and the Exposure Function Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 18-15
16.
Choosing Among Major
Media Types Target audience and media habits Product characteristics Message characteristics Cost Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-16
17.
GEICO’s Message Strategy
for Magazine Medium Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 18-17
18.
Major Media Types
Newspapers Outdoor Television Yellow Pages Direct mail Newsletters Radio Brochures Magazines Telephone Internet Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-18
19.
Place Advertising Copyright ©
2009 Pearson Education, Inc. Publishing as Prentice Hall 18-19
20.
Figure 18.3 Advertising
Timing Patterns Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-20
21.
Media Schedule Patterns
Continuity Concentrated Flighting Pulsing Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-21
22.
Measuring Sales Impact
of Advertising Share of Expenditures Share of Voice Share of Mind and Heart Share of Market Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-22
23.
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. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-23
24.
Consumer-Directed Sales
Promotion Tactics Samples Premiums Coupons Prizes Cash refund offers Patronage rewards Price offs Free trials Tie-in promotions Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-24
25.
Trade-Directed
Sales Promotion Tactics Price offs Spiffs Allowances Trade shows Free goods Specialty Sales contests advertising Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-25
26.
Using Sales Promotions
Establish objectives Select tools Develop program Pretest Implement and control Evaluate results Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-26
27.
Events and Experiences Copyright
© 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-27
28.
Why Sponsor Events?
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 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-28
29.
Using Sponsored Events
Choose events Design programs Measure effectiveness Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-29
30.
Public Relations Functions
Press relations Product publicity Corporate communications Lobbying Counseling Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-30
31.
Tasks Aided by
Public Relations 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 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-31
32.
Major Tools in
Marketing PR Publications Events Sponsorships News Speeches Public Service Activities Identity Media Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-32
33.
Decisions in Marketing
PR Establish objectives Choose message Choose vehicles Implement Evaluate results Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-33
34.
For Review
What steps are required in developing an advertising program? How should sales promotion decisions be made? What are the guidelines for effective brand- building events and experiences? How can companies exploit the potential of public relations and publicity? Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 18-34
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