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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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 listeners 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
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 costeffective vehicles and must estimate audience
size, composition, media cost, and cost per
thousand persons reached

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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
Developing the program
Incentive
size

Conditions

Total sales
promotion
budget

Duration

Timing

Distribution
vehicle

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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
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Events and Experiences

Major sponsorship
decisions
Choosing events
Designing sponsorship
programs
Measuring sponsorship
activities

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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
new
products

Repositioning
mature
products
Building
interest in
product

Building
corporate
image
Defending
problem
products

Influencing
target groups

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