Expert answer:Coke Zero Marketing Communications
Solved by verified expert:The chapter states that the marketing communications mix consists of six major modes of communication and that every brand contact delivers an impression that can strengthen, or weaken, a customer’s view of the company.Select a company/ brand you like or buy and see of its messages are consistent across the following major modes of media: advertising, sales promotion, public relations, and events and experiences.Around two pages. double space
kotler_mm15e_inppt_20.ppt
kotler_mm15e_inppt_19.ppt
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Chapter
20
Managing Mass
Communications:
Advertising, Sales
Promotions, Events
and Experiences, and
Public Relations
Copyright © 2016 Pearson Education, Inc.
18-1
Learning Objectives
1.
2.
3.
4.
5.
What steps are required in developing an
advertising program?
How should marketers choose advertising media
and measure their effectiveness?
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?
Copyright © 2016 Pearson Education, Inc.
18-2
Developing and Managing
an Advertising Program
Copyright © 2016 Pearson Education, Inc.
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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
Copyright © 2016 Pearson Education, Inc.
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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
Copyright © 2016 Pearson Education, Inc.
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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
Copyright © 2016 Pearson Education, Inc.
18-8
Developing the Advertising
Campaign
• Creative development and execution
– Advertising medium (television, print, and
radio advertising media)
Copyright © 2016 Pearson Education, Inc.
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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
Copyright © 2016 Pearson Education, Inc.
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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
Copyright © 2016 Pearson Education, Inc.
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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?
Copyright © 2016 Pearson Education, Inc.
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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
Copyright © 2016 Pearson Education, Inc.
18-13
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
Copyright © 2016 Pearson Education, Inc.
18-14
Choosing Media
• Reach, frequency, and impact
Copyright © 2016 Pearson Education, Inc.
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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
Copyright © 2016 Pearson Education, Inc.
18-16
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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18-18
Choosing Media
• Evaluating alternate media
– Need to demonstrate reach/effectiveness
• Selecting specific media vehicles
– Media planner must choose most costeffective vehicles and must estimate audience
size, composition, media cost, and cost per
thousand persons reached
Copyright © 2016 Pearson Education, Inc.
18-19
Choosing Media
• Selecting media timing and allocation
Copyright © 2016 Pearson Education, Inc.
18-20
Choosing Media
• Selecting media timing and allocation
Continuity
Concentrated
Flighting
Pulsing
Copyright © 2016 Pearson Education, Inc.
18-21
Evaluating Advertising
Effectiveness
• Communication-effect research
– In-home tests, trailer tests,
theater tests, on-air tests
• Sales-effect research
– Historical approach
– Experimental data
Copyright © 2016 Pearson Education, Inc.
18-22
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
Copyright © 2016 Pearson Education, Inc.
18-23
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
size
Conditions
Total sales
promotion
budget
Duration
Timing
Distribution
vehicle
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Sales Promotion
• Implementing and evaluating the program
✓ Lead time
✓ Sell-in time
✓ Sales/scanner data
✓ Consumer surveys
✓ Experiments
Copyright © 2016 Pearson Education, Inc.
18-29
Events and Experiences
• Events objectives
1.
2.
3.
4.
5.
6.
To identify with a target market or lifestyle
To increase salience of company/product name
To create/reinforce key brand image associations
To enhance corporate image
To create experiences and evoke feelings
To express commitment to the community or on
social issues
7. To entertain key clients or reward employees
8. To permit merchandising/promotional opportunities
Copyright © 2016 Pearson Education, Inc.
18-30
Events and Experiences
• Major sponsorship
decisions
– Choosing events
– Designing sponsorship
programs
– Measuring sponsorship
activities
Copyright © 2016 Pearson Education, Inc.
18-31
Measuring
Sponsorship Programs
• Measure outcomes, not
outputs
• Define/benchmark objectives
on front end
• Measure return for each
objective
• Measure behavior
• Apply assumptions/ratios
used by other departments
• Measure results of emotional
connections
• Identify group norms
• Include cost savings in ROI
calculations
• Slice the data
• Capture normative data
Copyright © 2016 Pearson Education, Inc.
18-32
Events and Experiences
• Creating experiences
– Experiential marketing
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18-33
Public Relations
• PR department functions
– Press relations
– Product publicity
– Corporate communications
– Lobbying
– Counseling
Copyright © 2016 Pearson Education, Inc.
18-34
Public Relations
• Marketing public relations (MPR) tasks
Launching
new
products
Repositioning
mature
products
Building
interest in
product
Building
corporate
image
Defending
problem
products
Influencing
target groups
Copyright © 2016 Pearson Education, Inc.
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Public Relations
• Major decisions in
marketing PR
– Establishing objectives
– Choosing messages and
vehicles
– Implementing the plan
– Evaluating results
Copyright © 2016 Pearson Education, Inc.
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Public Relations
Copyright © 2016 Pearson Education, Inc.
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Copyright © 2016 Pearson Education, Inc.
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Chapter
19
Designing and
Managing Integrated
Marketing
Communications
Copyright © 2016 Pearson Education, Inc.
18-1
Learning Objectives
1.
What is the role of marketing communications?
2.
What is the marketing communications mix?
3.
How do marketing communications work?
4.
5.
6.
What are the major steps in developing effective
communications?
How should the communications mix be set and
evaluated?
What is an integrated marketing communications
program?
Copyright © 2016 Pearson Education, Inc.
18-2
The Role of Marketing
Communications
• Marketing communications
– The means by which firms attempt to inform,
persuade, and remind consumers about the
products and brands they sell
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18-3
Marketing Communications Mix
• Advertising
• Sales promotion
• Events and
experiences
• Public relations and
publicity
• Online and social
media marketing
• Mobile marketing
• Direct and database
marketing
• Personal selling
Copyright © 2016 Pearson Education, Inc.
18-4
Common Communication
Platforms
Copyright © 2016 Pearson Education, Inc.
18-5
How Does Marketing
Communications Work?
• The communications
process models
– Macromodel of the
communications
process
– Micromodel of
consumer responses
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Figure 19.1
Elements in Communications Process
Copyright © 2016 Pearson Education, Inc.
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Figure 19.2
Response Hierarchy Models
Copyright © 2016 Pearson Education, Inc.
18-8
Micromodel of Consumer
Responses
• With an ideal ad campaign:
1. The right consumer is exposed to the message at
the right place and time
2. The ad causes the consumer to pay attention
3. The ad reflects consumer’s level of understanding of
brand
4. The ad positions points-of-difference and points-ofparity
5. The ad motivates consumers to consider purchase
6. The ad creates strong brand associations
Copyright © 2016 Pearson Education, Inc.
18-9
Developing Effective
Communications
Copyright © 2016 Pearson Education, Inc.
18-10
Developing Effective
Communications
• Identify the target audience
• Set the communications
objectives
– Establish need for category
– Build brand awareness
– Build brand attitude
– Influence brand purchase
intention
Copyright © 2016 Pearson Education, Inc.
18-11
Developing Effective
Communications
• Design the Communications
Message strategy
Creative strategy
Message source
Copyright © 2016 Pearson Education, Inc.
18-12
Creative Strategy
• Informational appeals
– One-sided vs. two-sided arguments
• Transformational appeals
– Negative/fear vs. positive appeals
Copyright © 2016 Pearson Education, Inc.
18-13
Message source
• Messages delivered by attractive or popular
sources can achieve higher attention and
recall
Copyright © 2016 Pearson Education, Inc.
18-14
Developing Effective
Communications
• Select the communications channels
– Personal communications
– Nonpersonal channels
Copyright © 2016 Pearson Education, Inc.
18-15
Establish the Marketing
Communications Budget
• Affordable method
• Percentage-of-sales
method
• Competitive-parity
method
• Objective-and-task
method
Copyright © 2016 Pearson Education, Inc.
18-16
Objective-and-Task Method
✓ Establish market share goal
✓ Select % of market reached by advertising
✓ Estimate % of prospects who should try brand
✓ Calculate ad impressions per 1% trial rate
✓ Find gross rating points to be purchased
✓ Calculate budget for cost of gross rating point
Copyright © 2016 Pearson Education, Inc.
18-17
OBJECTIVE & TASK METHOD
• The objective-and-task method has the advantage of
requiring management to spell out its assumptions
about the relationship among dollars spent,
exposure levels, trial rates, and regular usage:
• Establish the market share goal.
– The company estimates 50 million potential
users and sets a target of attracting 8 percent
of the market—that is, 4 million users.
Copyright © 2016 Pearson Education, Inc.
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• Select the percentage of the market that
should be reached by advertising.
– The advertiser hopes to reach 80 percent of
the market (40 million prospects) with its
advertising message.
Copyright © 2016 Pearson Education, Inc.
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• Estimate the percentage of aware prospects
who should be persuaded to try the brand.
– The advertiser would be pleased if 25 percent
of aware prospects (10 million) tried Sunburst.
It estimates that 40 percent of all triers, or 4
million people, will become loyal users. This is
the market share goal.
Copyright © 2016 Pearson Education, Inc.
18-20
• Calculate the number of advertising
impressions per 1 percent trial rate.
– The advertiser estimates that 40 advertising
impressions (exposures) for every 1 percent
of the population will bring about a 25 percent
trial rate.
Copyright © 2016 Pearson Education, Inc.
18-21
• Find the number of gross rating points to be
purchased.
– A gross rating point is one exposure to 1
percent of the target population. Because the
company wants to achieve 40 exposures to
80 percent of the population, it will want to
buy 3,200 gross rating points.
Copyright © 2016 Pearson Education, Inc.
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• Calculate the necessary advertising budget on
the basis of the average cost of buying a gross
rating point.
– Suppose it costs an average of $3,277 to
expose 1 percent of the target population to
one impression. Then 3,200 gross rating
points will cost $10,486,400 (= $3,277 X
3,200) in the introductory year.
Copyright © 2016 Pearson Education, Inc.
18-23
Selecting the Marketing
Communications Mix
•
•
•
•
•
•
•
•
Advertising
Sales promotion
Events and experiences
Public relations and publicity
Online and social media marketing
Mobile marketing
Direct and database marketing
Sales force
Copyright © 2016 Pearson Education, Inc.
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Marketing Communications Mix
Characteristics
• Advertising
– Pervasiveness
– Amplified expressiveness
– Control
• Sales Promotion
– Ability to be attentiongetting
– Incentive
– Invitation
Copyright © 2016 Pearson Education, Inc.
18-25
Marketing Communications Mix
Characteristics
• Events and experiences
– Relevant
– Engaging
– Implicit
• Public relations and publicity
– High credibility
– Ability to reach hard-to-find buyers
– Dramatization
Copyright © 2016 Pearson Education, Inc.
18-26
Marketing Communications Mix
Characteristics
• Online and social media marketing
– Rich
– Interactive
– Up to date
• Mobile marketing
– Timely
– Influential
– Pervasive
Copyright © 2016 Pearson Education, Inc.
18-27
Marketing Communications Mix
Characteristics
• Direct and database marketing
– Personal
– Proactive
– Complementary
• Personal selling
– Customized
– Relationship-oriented
– Response-oriented
Copyright © 2016 Pearson Education, Inc.
18-28
Setting the Marketing
Communications Mix
• Type of product market
– Consumer vs. business
marketers
– Advertising/sales
promotion vs. personal
selling
• Product life-cycle stage
Copyright © 2016 Pearson Education, Inc.
18-29
Setting the Marketing
Communications Mix
• Buyer-readiness stage
Copyright © 2016 Pearson Education, Inc.
18-30
Measuring Communication
Results
Copyright © 2016 Pearson Education, Inc.
18-31
Managing Integrated Marketing
Communications
• Integrated marketing communications (IMC)
– “A planning process designed to assure that
all brand contacts received by a customer or
prospect for a product, service, or
organization are relevant to that person and
consistent over time”
Copyright © 2016 Pearson Education, Inc.
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Managing Integrated Marketing
Communications
• Coordinating media & implementing IMC
Coverage
Contribution
Commonality
Cost
Conformability
Complementarity
Copyright © 2016 Pearson Education, Inc.
18-33
Copyright © 2016 Pearson Education, Inc.
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