Chapter

20
Managing Mass
Communications:
Advertising, Sales
Promotions,
Events and
Experiences, and
Public Relations
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Learning Objectives
1. What steps are required in developing an
advertising program?
2. How should marketers choose advertising
media and measure their effectiveness?
3. How should sales promotion decisions be
made?
4. What are the guidelines for effective
brand-building events and experiences?
5. How can companies exploit the potential
of public relations?
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Developing and Managing
an Advertising Program

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 Developing and Managing
an Advertising Program
• Setting the advertising objectives
• Deciding on the advertising
budget
• Developing the advertising
campaign
• Choosing media
• Evaluating advertising
effectiveness

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 Setting the
Advertising Objectives

Informative

Persuasive

Reminder

Reinforcement

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Deciding on the Advertising
Budget

 Stage in the product life cycle

 Market share and consumer base
 Competition and clutter
 Advertising frequency
 Product substitutability

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Deciding on the Advertising
Budget
• Advertising elasticity
– Concave or S-shaped

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Developing the Advertising
Campaign
• Message generation
and evaluation
– Positioning of an ad—what
it attempts to convey about
the brand
– Creative brief
– Open
sourcing/crowdsourcing

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 Developing the Advertising
Campaign
• Creative development and execution
– Advertising medium (television, print, and
radio advertising media)

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 Developing the Advertising
Campaign
• Television ads
 Vividly demonstrates product attributes
 Persuasively explains consumer benefits
 Portrays usage imagery/brand
personality
 Product/brand can be overlooked
 Creates clutter
 Easy to ignore or forget ads
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 Developing the Advertising
Campaign
• Print ads
 Provide detailed product information
 Flexibility in design and placement
 Can be fairly passive
 Newspapers popular for local ads
 In steady decline
 Poor reproduction quality
 Short shelf life
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 Developing the Advertising
Campaign
• 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?
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 Developing the Advertising
Campaign
• Radio ads
 Occurs in the car and out of home
 Main advantage is flexibility
 Ads are relatively inexpensive
 Can be schedule to air quickly
 Effective when run in morning
 Can be extremely creative
 Can tap into the listener’s imagination
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 Developing the Advertising
Campaign
• Legal and social issues
– Advertisers must not make false claims
– Must not use false demonstrations
– Must not create ads with the capacity to
deceive
– Must avoid bait-and-switch advertising

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 Choosing Media
• Reach, frequency, and impact

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 Choosing Media
• Total number of
exposures (E)
– Gross Rating Points
(GRP): E = R X F
• Weighted number
of exposures (WE)
– WE = R X F X I

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 Choosing Media
• Choosing among major media types

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 Choosing Media
• Place advertising options

Billboards

Public spaces

Product placement

Point of Purchase
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 Choosing Media
• Evaluating alternate media
– Need to demonstrate reach/effectiveness
• Selecting specific media vehicles
– Media planner must choose most cost-
effective vehicles and must estimate audience
size, composition, media cost, and cost per
thousand persons reached

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 Choosing Media
• Selecting media timing and allocation

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 Choosing Media
• Selecting media timing and allocation

Continuity

Concentrated

Flighting

Pulsing

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 Evaluating Advertising
Effectiveness
• Communication-effect
research
– In-home tests, trailer tests,
theater tests, on-air tests
• Sales-effect research
– Historical approach
– Experimental data

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 Sales Promotion
• 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

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 Sales Promotion
• Establishing objectives
– For consumers, retailers, and the sale force

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 Sales Promotion
• Selecting consumer promotion tools

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 Sales Promotion
• Selecting trade promotion tools
– Forward buying and diverting retailers

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 Sales Promotion
• Selecting business and sales force
promotion tools

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 Sales Promotion
• Developing the program

Incentive
Conditions
size

Total sales
promotion Duration
budget

Distribution
Timing
vehicle

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 Sales Promotion
• Implementing and evaluating the
program

 Lead time
 Sell-in time
 Sales/scanner data
 Consumer surveys
 Experiments

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 Events and Experiences
• Events objectives
1. To identify with a target market or lifestyle
2. To increase salience of company/product name
3. To create/reinforce key brand image associations
4. To enhance corporate image
5. To create experiences and evoke feelings
6. To express commitment to the community or on
social issues
7. To entertain key clients or reward employees
8. To permit merchandising/promotional opportunities

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 Events and Experiences
• Major sponsorship
decisions
– Choosing events
– Designing sponsorship
programs
– Measuring sponsorship
activities

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 Measuring
Sponsorship Programs
• Measure outcomes, not • Measure results of
outputs emotional connections
• Define/benchmark • Identify group norms
objectives on front end
• Include cost savings in
• Measure return for each
objective ROI calculations
• Measure behavior • Slice the data
• Apply assumptions/ratios • Capture normative data
used by other
departments

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 Events and Experiences
• Creating experiences
– Experiential marketing

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 Public Relations
• PR department functions
– Press relations
– Product publicity
– Corporate communications
– Lobbying
– Counseling

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 Public Relations
• Marketing public relations (MPR)
tasks
Launching Repositioning
new mature
products products

Building Building
corporate interest in
image product

Defending
Influencing
problem
target groups
products

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 Public Relations
• Major decisions in
marketing PR
– Establishing objectives
– Choosing messages and
vehicles
– Implementing the plan
– Evaluating results

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Public Relations

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