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Managing Mass Communications:
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Advertising, Sales Promotions,
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Events and Experiences,
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Public Relations
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Chapter Questions 01
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@ Program. PP 608- 614.
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Developing and Managing an Advertising
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2. Choosing Media. Page 615 - 661 I D
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3. Sales Promotion. Page 622A- 626.
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4. Events and Experiences.D Page 626- 628.
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5. FO 629 - 631.
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zenithmedia 01
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• Predicts global ad expenditure will Fgrow A 4.0% in
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by the end of the year
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Developing an Advertising Program
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Setting Objectives
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Deciding on the Budget
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Developing theA Campaign
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FDeciding on Media
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Informative FA
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Advertising Objectives 01
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• Advertising objectives must flow @
from earlier
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decisions about target market,Abrand positioning, and
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the marketing program. A H
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• Advertising objective is a specific communications
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task and achievement
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Advertising Objectives 01
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1. Informative advertising aims to @ create brand
awareness and knowledge ofAR new products or new
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features of existing products
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2. Persuasive advertisingFO aims to create liking,
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preference, conviction, and purchase of a product
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Advertising Objectives 01
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3. Reminder advertising aims to stimulate @ repeat
purchase of products and services. AR
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4. Reinforcement advertising aims to convince current
purchasers theyFO
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made the right choice
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Deciding on the Advertising Budget
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• Although advertising is treatedRas @a current expense,
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equity and customer loyalty. HA
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Stage in the product life cycle FA
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Market share and A R
consumer base
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Competition and clutter
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Advertising Elasticity 01
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 The predominant response function @ for
advertising is often concaveAbut R can be S-shaped
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 When it is S-shaped,
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advertising is necessary to generate any sales
impact, but salesE D increases eventually flatten out
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Developing the Advertising Campaign
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• Advertisers employ both art and science FA to develop
the message strategy or positioning @ of an ad (what it
AR
attempts to convey about the brand
I D ) and its creative
strategy (how it expressesHthe A brand claims).
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• They use three steps: R
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1. Message generation and evaluation, @
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2. Creative development and execution,
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Developing the Advertising Campaign
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1. Message generation and evaluation,
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 Advertisers seek “the big idea” that@connects with
AR
consumers rationally and emotionally, distinguishes
the brand from competitors, A ID is broad and flexible
and
H media, markets, and
enough to translate to different
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time periods R
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 A good ad normally FO focuses on one or two core
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selling propositions.
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1. Message generation and evaluation,
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@ the probability of
 The more themes explored, the higher
finding an excellent one. AR
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A of creative dramatically by
 Marketers can cut the cost
D R
using consumers as their creative team, a strategy
R
sometimes called “open sourcing” or “crowdsourcing.”
FO
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 Consumer-Generated
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C failure.
Advertising can be pure genius or
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Developing the Advertising Campaign 0
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2. Creative development and execution
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• The ad’s impact depends not only
A R on what it says but,
often more important, on how I D it says it.
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• Every advertising medium
D R has advantages and
disadvantages. R
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2. Creative development and execution
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a. Television is generally acknowledged as the @ most powerful
advertising medium and reaches a broad AR spectrum of consumers
at low cost per exposure. I D
HA
b. Print media can provide detailed A product information and
effectively communicate D R and usage imagery.
user
R
c. Radio’s main advantage FO is flexibility—stations are very targeted,
ads are relatively E Dinexpensive to produce and place, and short
C T
closings for Ischeduling them allow for quick response.
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Print Ad Components 01
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Headline

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• Advertisers must not make false claims,
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demonstrations, or create ads withD the capacity to deceive,
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even if no one is actually deceived.
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• Sellers in the UnitedRStates are legally obligated to avoid
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bait-and-switch advertising that attracts buyers under false
pretenses. TED
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Choosing Media 01
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Variable in Choosing Media: FA
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i. deciding on desired reach, frequency, and impact;
I D types;
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ii. choosing among major media
A vehicles; and
iii. selecting specific media
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D and geographical allocation.
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iv. setting media timing
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LL and impact;
i. Deciding on desired reach, frequency,
FA
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• Media selection is finding the most cost-effective media to deliver
the desired number and type of exposuresAR to the target audience.
I D
A or households exposed to a
 Reach (R). number of different persons
H
A once during a specified time
particular media schedule at least
D R
 Frequency (F). number ofRtimes within the specified time period that
an average person or FO
household is exposed to the message
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 Impact (I). qualitative value of an exposure through a given medium
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Choosing Media 01
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ii. choosing among major media types; FA
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Media planners make their choices AR by considering
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factors such as :
a. target audience media A habits,
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b. product characteristics,
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c. message requirements, and
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ii. choosing among major media types; 2
L L including many
• Place advertising, or out-of-home advertising, is a broad category
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creative and unexpected forms to grab consumers’ attention A where they work, play, and,
of course, shop. @
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• Billboards use colorful, digitally produced graphics,
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I D backlighting, sounds, movement, and

HA and fitness equipment, as well as in

unusual—even 3D—images
• Public Spaces: movie screens, airplane bodies,
A elevators, and other public places
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classrooms, sports arenas, office and hotel
• Product Placement: some Marketers D pay others don’t. to appearances in movies/
R
FO$40 m for the rights to have James Bond drink its beer
television.
• Skyfall: Heineken paid almost
instead of his traditionalDvodka martini,
T E
consumers makeIC
• Point of Purchase: shopper marketing; appeal of point-of-purchase advertising is that
R many brand decisions in the store (shopping carts, cart straps, aisles,
T in-store demonstrations, live sampling, and instant coupon machines
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and shelves and
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Choosing Media 01
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iii. selecting specific media vehicles; FA
• The media planner must choose the most cost-effective@
chosen media type. AR vehicles within each

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• Media planners rely on measurement
media cost and then calculate the H
A services (audience size), composition,
cost per thousand persons reached.
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• Audience quality
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• Audience-attention probability
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• Editorial quality (prestigeR
F O and believability)

• Media planners E
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T are using more sophisticated measures of effectiveness and
C in mathematical models to arrive at the best media mix
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Choosing Media 01
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iv. setting media timing and geographical FA allocation.
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• The advertiser makes both a macroscheduling and a
microscheduling decision. AID
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• The macroscheduling decision relates to seasons and
the business cycle. DR
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• The microschedulingFO decision calls for allocating
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advertising expenditures within a short period to obtain
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Choosing Media 01
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iv. setting media timing and geographicalL Lallocation.
A F communications
• The chosen pattern should meet the marketer’s
objectives and consider three factors. R
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• Buyer turnover expresses the rate Iat
A
D which new buyers enter the
A continuous the advertising
market; the higher this rate, theHmore
should be. A
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• Purchase frequency is theDnumber of times the average buyer buys
the product during theO Rperiod; the higher the purchase frequency,
F the advertising should be.
D
the more continuous
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• The forgettingTrate is the rate at which the buyer forgets the brand;
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the higherRthe forgetting rate, the more continuous the advertising
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shouldSbe.
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iv. setting media timing and geographical allocation. 2
• In launching a new product, the advertiser must choose L L among continuity,
concentration, flighting, and pulsing. F A
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• Continuity means exposures appear evenly
A R throughout a given period.
• Concentration calls for spending all the I D advertising dollars in a single
period. HA
A a period, followed by a period with no
• Flighting calls for advertising during
D
advertising, followed by a secondR period of advertising activity.
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• Pulsing is continuous advertising at low levels, reinforced periodically by
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waves of heavier activity.
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• A company must allocate its advertising budget over space as well as over
time.
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Evaluating Advertising Effectiveness2 01
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FA seeks to
• Communication-effect research, called copy testing,
determine whether an ad is communicating@effectively
AR
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• Pretest critics maintain that agenciesD
H A can design ads that
test well but may not necessarily perform well in the
A
marketplace.
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• Proponents maintain O R that useful diagnostic information can
Fpretests should not be used as the sole
emerge and that
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decision criterion anyway.
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Evaluating Advertising Effectiveness2 01
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• Sales-Effect Research @
AR
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• The fewer or more controllable other D factors such as features
HAmeasure advertising’s effect on
and price are, the easier it is to
sales. A
R
D to measure in direct marketing
R
• The sales impact is easiest
FO in brand or corporate image-building
situations and hardest
advertising. ED
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Figure 18.2 Relationship among Trial, 7 -
Awareness, and the Exposure Function 201
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Figure 18.3 Classification of Advertising Timing Patterns1
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Figure 18.4 Formula for Measuring Sales Impact of Advertising
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Companies want to AR
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know whether they
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Sales Promotion 7 -
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Sales Promotion 01
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• Sales promotion, a key ingredient in@marketing
A R
campaigns, consists of a collection of incentive tools,
mostly short term, designedAtoID stimulate quicker or
H
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greater purchase of particular products or services by
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consumers or the trade R
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Sales Promotion Tactics 7 -
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Consumer-directed Trade-directedLL
• Samples • Price offs FA
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• Coupons R
• Allowances
A
• Cash refund offers I D goods
• Free
• Price offs H A
• Sales contests
A
• Premiums
D R • Spiffs
• Prizes R • Trade shows
FO
• Patronage rewards • Specialty advertising
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• Free trialsD
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ICpromotions
• Tie-in
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Using Sales Promotions 7 -
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Establish objectives
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Select tools
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Develop program
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E DImplement and control
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Using Sponsored Events 7 -
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Establish objectives FA
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Choose Aevents
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Design
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Steps in the CEM Framework 7 -
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Analyze the customer’s experiential FA world
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Build the experiential platform
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Design the brand experience
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Structure
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CEngage in continuous innovation
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Decisions in Marketing PR 7 -
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Establish objectives
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Choose messages
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Choose H
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vehicles
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E D Evaluate results
CT
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