Phillip Kevin Lane

Kotler • Keller
Marketing Management • 14e
 1 8
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Managing Mass Communications:

Advertising, Sales Promotions, Events

Discussion Questions
1. What steps are required in developing
an 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

Psychological

Economic Social

Buyer Motives
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 r e
g u
Fi 8.1 The 5 Ms of Advertising
1

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Setting the Objectives

Communication Task
To increase among 30 million
homemakers who own automatic
Achievement Level
washers the number who identify
brand X as a low-sudsing detergent,
Audience and who are persuaded that it gets
clothes cleaner, from 10 percent to 40
Period of Time percent in one year.

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Advertising Objectives
Persuade

Inform

Reinforce

Remind

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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
Advertising
Product substitutability Budget

Awareness

Advertising Elasticity
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Deciding on the Advertising Budget
Advertising Elasticity

Advertising
Budget

Awareness

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Developing the Advertising Campaign

Creative Strategy

Message Strategy

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Developing the Advertising Campaign
Creative development
and execution

Message generation
and evaluation

Legal and Social Issues

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Media Decisions and Measurement
Reach, Frequency,
Impact

Media Type

Media Vehicles

Media Timing

Geographical Media
Allocation
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Reach, Frequency, and Impact

Reach

Frequency

Impact
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 r e
g u Relationship Between Trial,
Fi 8.2
1 Awareness, and the Exposure
Function

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 Profile of Major Media Types
Medium Advantages Disadvantages

Flexibility; timeliness; Short life; small “pass-

Newspapers
local; believability along”; reproduction

Multiple senses; High absolute cost;

Television appealing; high clutter; fleeting exposure;
attention; high reach less audience selectivity

Audience selectivity; Relatively high cost;

Direct Mail
flexibility; personalized “junk mail” image

Mass use; high Single sense; passive;

Radio
selectivity; low cost fleeting exposure

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 Profile of Major Media Types
Medium Advantages Disadvantages
High selectivity; high
Long lead time; waste in
Magazines quality; credibility and
circulation
prestige; long life
Flexibility; low cost;
Low audience selectivity;
Outdoor high repeat exposure;
creative limitations
low competition
Excellent local coverage; High competition; long
Yellow Pages high believability; wide lead time; creative
reach; low cost limitations
High selectivity;
Internet interactive possibilities; Increasing clutter
low relative cost
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Alternate Advertising Media
Public Spaces

Product Placement

Billboards
Point of Purchase
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Selecting Specific Media Vehicles

Audience Size Media Cost

Composition
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Media Timing and Allocation
Macroscheduling
(seasons/business cycle)

Microscheduling
(short term)
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 r e
g u
Fi 8.3
1 Advertising Timing Patterns

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Evaluating Advertising Effectiveness
Copy Testing
(pretest, post-test)

Sales-effects

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 r e
g u Measuring the Sales Impact
Fi 8.4
1 of Advertising

Share of expenditures

Share of voice

Share of mind and heart

Share of market

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 Sales Promotion
Short term

Stimulate Sales

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 Objectives
Product trial Increase
repurchase

Reward
Brand switching
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Major Sales Promotion Decisions
Objectives

Consumer Trade Sales Force

Develop the Program

Implement and Evaluate

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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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Major Trade Promotion Tools

• Price off
• Advertising allowances
• Display allowances
• Free goods

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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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Events and Experiences
Festivals - 5%
Sports - 68%

Cause Marketing-
9%

The Arts - 5%
Entertainment - 10%
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 Major Sponsorship Decisions
Choosing Events
Match target market
Create 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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 Creating Experiences

More engaging / informative

Increased word-of-mouth

Factory Tour

Corporate Museum
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Public Relations
Promote

Monitors attitudes

Five Functions of PR
1. Press relations
2. Product publicity
3. Corporate communications
Protect Image
4. Lobbying
5. Counseling
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 Marketing Public Relations (MPR)
Publicity
Launch new products
Repositioning a mature product
Building interest in a product category
Influencing specific target groups
Manage brand crisis
Build corporate image

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 Major Decisions in MPR
Establish Objectives
Awareness
Credibility
Enthusiasm

Choose Messages and Vehicles

Newsworthy/Interesting
PR activities

Implement and Measure

Exposures
Media clippings

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