11/5/2015

MANAGING MASS
COMMUNICATION

AIDS PREVENTION CAMPAIGN IN

WEST BENGAL WAS A UNIQUE
INTEGRATED MASS MEDIA CAMPAIGN

Dr. Vandana T Khanna

11/5/2015

WHAT IS ADVERTISING?

ADVERTISING

Advertising is any paid form of nonpersonal presentation and promotion of

ideas, goods, or services by an identified
sponsor.

Advertising consists of all the sponsored

activities involved in informing, persuading
and reminding to a group, through identified
message regarding a product, service or idea.
W . J. Stanton

PROCTER &
GAMBLES
ADVERTISING
HISTORY
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Dr. Vandana Khanna

The best advertising is done by

satisfied customers.
Dr. Vandana Khanna

11/5/2015

5 MS OF
ADVERTISING PROGRAM

Dr. Vandana Khanna

THE FIVE MS OF ADVERTISING

Mission: What are the advertising objectives?

Money: How much can be spent?
Message: What message should be sent?
Media: What media should be used?
Measurement: How should the results be evaluated?

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Dr. Vandana Khanna

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Dr. Vandana Khanna

11/5/2015

5 MS OF
ADVERTISING PROGRAM

5 MS OF
ADVERTISING PROGRAM

MISSION

MESSAGE

Sales goals

Advertising objectives

Inform
Persuade
Remind
Reinforce

MONEY

Stage in PLC
Market share and consumer base
Competition & clutter
Advertising frequency
Product substitutability

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Dr. Vandana Khanna

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Dr. Vandana Khanna

ADVERTISING GOALS
AND OBJECTIVES

5 MS OF
ADVERTISING PROGRAM
MEDIA

Message generation
Message evaluation & selection
Message execution
Social responsibility review

Advertising goals:

Reach, frequency, impact

Major media types
Specific media vehicles
Media timing
Geographical media allocation

To increase sales

To
establish
brand
equity

To enter the target
market

MEASUREMENT

Advertising objectives:

Communication impact

Sales impact

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Dr. Vandana Khanna

MAJOR DECISIONS IN
ADVERTISING

Return on Investment
(R.O.I)

Selection of media

Coordination
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Dr. Vandana Khanna

MAJOR
ADVERTISING DECISIONS

Objectives Setting
Budget Decisions
Message Decisions

Media Decisions

Campaign Evaluation
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Dr. Vandana Khanna

11/5/2015

ADVERTISING OBJECTIVES

ADVERTISING

Specific Communication Task

Accomplished with a Specific Target Audience

Key Decisions:
Setting objectives
Setting the budget
Developing the
advertising
strategy
Evaluating
advertising
campaigns
11/5/2015

Advertising objectives can be

classified by primary purpose:

During a Specific Period of Time

Inform
Introducing new
products

Persuade
Becomes more
important as
competition
increases
Comparative ads

Remind
Most important for
mature products
Dr. Vandana Khanna

Informative
Advertising

Persuasive
Advertising

Build Primary Demand

Build Selective Demand

Comparison
Advertising

Reminder Advertising
Keeps Consumers
Thinking
About a Product.

Compares One Brand to

Another
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Dr. Vandana Khanna

Do these ads attempt

to inform, persuade,
or remind?
Comparative
advertising
can be
extremely
persuasive

How effective are

these ads?

APPROACHES FOR SETTING

ADVERTISING OBJECTIVES

DAGMAR Approach proposed by Russel
M. Colley

Product Life cycle Approach

Primary and Selective Demand Theory

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Dr. Vandana Khanna

ADVERTISING
Key Decisions:
Setting objectives
Setting the budget
Developing the
advertising
strategy
Evaluating
advertising
campaigns
11/5/2015

Methods of budget setting

were already discussed
Several factors should be
considered when setting
the ad budget:

Stage in the PLC

Market share
Level of competition
Ad clutter
Degree
of
brand
differentiation

Dr. Vandana Khanna

11/5/2015

ADVERTISING BUDGET
FACTORS
Market Share &
Consumer Base

Key Decisions:
Competition &
Clutter

Stage in the
Product Life Cycle

Advertising
Frequency

Product
Substitutability

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ADVERTISING

Dr. Vandana Khanna

Setting objectives
Setting the budget
Developing the
advertising
strategy
Evaluating
advertising
campaigns
11/5/2015

ADVERTISING

Creative challenges

Media fragmentation

Soaring media costs

Advertising clutter

Creating ad messages

Message strategy
Creative concept
Advertising appeal

Message execution
Many execution
styles
Tone, format,
illustration, headline,
copy

Dr. Vandana Khanna

Discussion Question

Creative Execution Styles

Slice of Life
Lifestyle
Fantasy
Mood or Image
Testimonial Evidence
or Endorsement

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Dr. Vandana Khanna

Celebrity endorsers
may be movie stars,
politicians, sports
stars, or other public
personalities

Testimonials feature
ordinary people who
talk about their
product experiences

When does advertising

pass the boundaries of
good taste? Can you think
of some examples?

Musical
Personality
Symbol
Technical
Expertise
Scientific
Evidence

Should marketers be
concerned about the
opinions of anyone other
than the target market?
Why or why not?
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Dr. Vandana Khanna

ADVERTISING
Key Decisions:
Setting objectives
Setting the budget
Developing the
advertising
strategy
Evaluating
advertising
campaigns
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Select advertising media

Decide on level of reach,
frequency and impact

Choose among the major
media
types
by
considering:
Consumer media
habits, nature of the
product, types of
messages, and costs

Select specific media
vehicles

Decide on media timing
Dr. Vandana Khanna

11/5/2015

TIVO is one example of how technology

presents challenges to media planners.
With TIVO, consumers can easily zap ads.

Media planners
for Absolut
vodka work
with creatives
to design ads
targeted to
specific
audiences.
The ad at left
appears in
theater playbills.

TIVO

ADVERTISING
Major Media Types
Newspapers
Television
Direct Mail

Marketers are increasingly using alternate

forms of media to reach their target markets.
What other examples can you think of
besides those shown below?

Radio
Magazines
Outdoor

Internet
11/5/2015

Dr. Vandana Khanna

ADVERTISING

Discussion Question

Key Decisions:
Reddi Wip is one product
whose media strategy
includes heavy ad
expenditures prior to
Thanksgiving.
What types of products
would benefit from a
media flighting strategy?

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Dr. Vandana Khanna

Setting objectives
Setting the budget
Developing the
advertising
strategy
Evaluating
advertising
campaigns
11/5/2015

Measuring
communications effects

Copy testing
Consumer recall
Product awareness
Product knowledge
Product preference

Measuring sales effect

Past vs. current sales
comparison

Experimentation

Dr. Vandana Khanna

11/5/2015

ADVERTISING

ADVERTISING
Advertising
to
International Markets

Organizing the Advertising Function

Small vs. large companies

Nature of advertising agencies

Advantages
standardizing
worldwide
advertising:

Advantages of advertising agencies

Departments
Compensation
Changes in agency services
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Dr. Vandana Khanna

Lower advertising
costs
Greater global ad
coordination
Consistent global
image
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Dr. Vandana Khanna

U.S., Thai, & German

websites reflect the
worldwide Jeep
brand image of
ruggedness
and reliability

ADVERTISING
Advertising
International Markets

to

Drawbacks
standardizing
worldwide
advertising:

to

11/5/2015

of

Ignores differences
in demographics
and economic
conditions
Ignores differences
Dr. Vandana Khanna
in culture

FRAMEWORK FOR GENERATING

ADVERTISING MESSAGES
ADVERTISING

Types of potentially rewarding experience with

a product

Results-in-use Experience

Product-in-use Experience

Incidental-to-use Experience

Advertising to International Markets

Most
marketers
think
globally
but
locally

11/5/2015

Potential type of reward

act

Dr. Vandana Khanna

11/5/2015

Rational
Sensory
Social
Ego Satisfaction

Dr. Vandana Khanna

11/5/2015

PROFILES OF MAJOR MEDIA

TYPES

TYPES OF MEDIA
FOR ADVERTISING

Newspapers
Print Media

Advantages: Flexibility, timeliness; good local market coverage;

broad acceptance, high believability

Outdoor
Media
Billboards

Direct Mail

Newspapers

Electronic
Media
TV

Price Lists

Limitations: Short life; poor reproduction quality; small

pass-along audience

Direct Mail

Video

Hoardings

Catalogues

Television

Folders

Radio

Balloons

Personal
Letters

Product
Literature

Voice Mail

Ads on
Transport
Means

Journals

Cinema

11/5/2015

Circulars

Electric
Display

Dr. Vandana Khanna

Advantages: Combines sight, sound, motion; high attention;

high reach; appealing to senses
Limitations: High absolute costs; high clutter; fleeting exposure;
less audience selectivity

Direct Mail
Advantages: Audience selectivity; flexibility, no ad competition within same medium; allows personalization
Limitations: Relative high cost; junk mail image
11/5/2015

Dr. Vandana Khanna

ADVERTISING STRATEGY
MESSAGE EXECUTION

PROFILES OF MAJOR MEDIA

TYPES
Radio

Advantages: Mass use; high geographic and demographic

selectivity; low cost

Turning the Big Idea Into an Actual Ad to Capture the Target

Markets Attention and Interest.
Testimonial
Evidence

Limitations: Audio only; fleeting exposure; lower attention;

nonstandardized rates; fragmented audiences

Magazines

Advantages: High geographic and demographic selectivity;

credibility and prestige; high-quality reproduction;
long life; good pass-along readership
Limitations: Long ad purchase lead time; waste circulation;
no guarantee of position

Scientific
Evidence

Slice of Life

Lifestyle

Typical
Message
Execution
Styles

Technical
Expertise
Personality
Symbol

Outdoor
Advantages: Flexibility; high repeat exposure; low cost;
low message competition
Limitations:
Little audience selectivity;
creative
limitations
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Dr. Vandana
Khanna

Fantasy
Mood or
Image

Musical
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ADVERTISING
EVALUATION

Dr. Vandana Khanna

PRINT AD COMPONENTS

Advertising Program Evaluation

Picture

Communication Effects

Sales Effects

Is the Ad Communicating Well?

Is the Ad Increasing Sales?

11/5/2015

Headline
Copy

Signature

Dr. Vandana Khanna

11/5/2015

SOME FUNNY ADS

SALES PROMOTION

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Dr. Vandana Khanna

WHY THE INCREASE IN

SALES PROMOTION?

11/5/2015

WHEREAS ADVERTISING GIVES

A REASON TO BUY, SP GIVES AN
INCENTIVE TO BUY

Growing retailer power

Declining brand loyalty
Increased promotional sensitivity
Brand proliferation
Fragmentation of consumer market
Short-term focus
Increased managerial accountability
Competition
Clutter

It is part of the Marketing spend

of all companies and these days
SP spends in many companies
exceed that of the adspends

Dr. Vandana Khanna

SALES PROMOTION

SALES PROMOTION

Sales promotions are short-term incentives

designed to stimulate purchase among
consumers or trade
Purpose of sales promotion

Attract new triers or brand switchers

Reward loyal customers

Increase repurchase rates

Sales Promotion
Targets

End
Consumers

Marketing activities--other than personal selling,

advertising, and public relations--that stimulate
consumer buying and dealer effectiveness.
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Dr. Vandana Khanna

Company
Employees
Trade Customers

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Dr. Vandana Khanna

11/5/2015

TWO TYPES OF SALES

PROMOTION

WHY?

Internal
Top management is more conducive to
spending on promotions
Line managers under greater pressure to
achieve targets
Justification of expenditure is easy

Consumer Promotion

Trade Promotion

WHAT DO WE WANT THE CONSUMERS

AND TRADE TO DO?

External

Buy More

Buy Now

11/5/2015

Dr. Vandana Khanna

11/5/2015

A SALES PROMOTION
SHOULD BE :

TRENDS ON SALES PROMOTION

Temporary if not the consumers would not

believe it the next time

Great Value Added they should find reason
to buy now and more

11/5/2015

Dr. Vandana Khanna

Increase in number of brands

Consumer is more price savvy
Greater pressure from trade to liquidate
stocks
Add effectiveness declining owing to rising
costs, media clutter
and legal constraints
Dr. Vandana Khanna

of the marketing budget is allocated to sales

promotion

In 1995, 51% of total adspend represents trade
promotions. 24% on media spending 22% on
consumer promotion

Growth in the coupon segment is tremendous
in aspirational markets

11/5/2015

Dr. Vandana Khanna

CHANNELS OF SALES
PROMOTIONS

STEPS IN SALES PROMOTION

PROGRAM DEVELOPMENT
Establish objectives
Select consumer-promotion tools
Select trade-promotion tools
Select business- and sales force promotion
tools

Develop the program

Pretest the program

Implement and evaluate the program

MANUFACTURER
Push

Trade
Promotions
Consumer
Promotions

RETAILER
Push

Retail
Promotions

Pull

CONSUMER
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Dr. Vandana Khanna

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Dr. Vandana Khanna

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CONSUMER PROMOTION

SP IS A PUSH STRATEGY
Since it is at the last point where the
consumer is often at the point of buying, the
additional incentive makes a last ditch effort
to convert the customer on to the
incentivized brand
SP SPURS ACTION BECAUSE THEY ARE
SUPPOSED TO RUN FOR A LIMITED TIME

11/5/2015

The advertising budgets are controlled by the

brand managers, SP budgets usually are
controlled by the salesDr.managers
Vandana Khanna

Consumer-Promotion
Objectives
Entice Consumers to
Try a New Product
Lure Customers Away
From Competitors Products
Get Consumers to Load Up
on a Mature Product
Hold & Reward Loyal
Customers
Consumer Relationship
Building

Consumer-Promotion Tools

Samples
Coupons
Cash Refunds

Advertising
Specialties
Patronage
Patronage
Rewards
Rewards
Contests

Price Packs
Premiums

Sweepstakes
Games

Point-of-Purchase
Displays
11/5/2015

Dr. Vandana Khanna

RESULTS THAT ARE NEEDED .

TYPES OF BUYERS

Loyals

Loyals

Reinforce behavior

Increase consumption

Change buying timing

Buy a particular brand on a more or less

consistent basis

Competitive loyals

Competitive loyals

People who are loyal to the competing brand

Break loyalty

Encourage brand switching

Switchers

Switchers

Purchase of various brands in one category

Persuade to buy the right brand more often

Price buyers
Non Users

Price

Value added to make price less important

Non users

Create awareness, create category worth
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Dr. Vandana Khanna

11/5/2015

CONTINUITY PROGRAM
/LOYALTY CARDS

Dr. Vandana Khanna

TRADE PROMOTIONS
Trade-Promotion
Objectives

Trade-Promotion
Tools

Persuade Retailers or
Wholesalers to Carry a Brand

Price-Offs

Premiums

Give a Brand Shelf Space

Allowances

Patronage
Displays
Rewards

Promote a Brand in
Advertising

Buy-Back
Guarantees

Push a Brand to Consumers

Free Goods
Contests

11/5/2015

Dr. Vandana Khanna

11/5/2015

Discounts
Push Money
Specialty
Advertising
Items

Dr. Vandana Khanna

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11/5/2015

BUSINESS-TO-BUSINESS
PROMOTION
Business-Promotion
Objectives
Generate Business Leads
Stimulate Purchases
Reward Customers
Motivate Salespeople

11/5/2015

WHY SPONSOR EVENTS?

To identify with a particular target market or
life style

To increase brand awareness

To
create
or
reinforce
consumer
perceptions
of
key
brand
image
associations

To enhance corporate image

To create experiences and evoke feelings

To express commitment to community

To entertain key clients or reward
employees

To permit merchandising or promotional
opportunities

Business-Promotion
Tools
Conventions
Trade Shows
Sales Contests

Dr. Vandana Khanna

11/5/2015

Dr. Vandana Khanna

PROMOTION AT DIFFERENT
STAGES OF THE PLC

IDEAL EVENTS

Introduction wise to use heavy promotion to

induce trials and promote brand franchise

Audience closely matches target market

Event generates media attention

Growth promotion should be limited ,if any

Maturity Higher promotions required since the

Event is unique with few sponsors

Decline Heavy promotions. Used only to retain a

brand is under attack from competitors or product

quality or advertising effectiveness is tapering off
set of loyal customers. Prior to withdrawal of the
product, it could be used as a one time stock
clearance from the trade

Event lends itself to ancillary activities

Event enhances brand image of sponsor
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Dr. Vandana Khanna

11/5/2015

Dr. Vandana Khanna

FINAL CONSIDERATIONS

FINAL CONSIDERATIONS

Dont promote if the product is not good

Promotions rarely stop a declining sales
curve

It is very easy to lose the promotional
gains made if your promotion has not been
effective in retaining new customers. So
the product has to speak for itself.

The objective of the promotion is to wean
away users from competition and create
new users.

Excessive promotions lead to diminishing
returns and may devalue the brand

Promotions may be used in conjunction

with advertising and other marketing
communication tools

It should be novel and attractive

Ensure supply lines are good and adequate
stock is available right through the
promotion

Cater for contingencies. Have escape
routes built into the plan

Trade has to be handled tactfully

Reimburse incentives/ rewards/ gifts
promptly

Must be within the legal boundaries

Dr. Vandana Khanna

11/5/2015

Dr. Vandana Khanna

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11/5/2015

MAJOR PUBLIC RELATIONS

TOOLS

PUBLIC RELATIONS
Public relations activities promote or protect
the image of a firm or product

Web Site
Public
Service
Activities

News

Public relations functions:

Press relations
Product publicity
Corporate communications
Lobbying
Counseling

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Dr. Vandana Khanna

Corporate
Identity
Materials

Speeches

Audiovisual
Materials

11/5/2015

MARKETING PUBLIC RELATIONS

(MPR)

Written
Materials

Special
Events

Dr. Vandana Khanna

DECISIONS IN MARKETING PR

It helps in:

New product launches

Repositioning of mature
brands

Building
interest
in
product categories

Influencing
specific
target groups

Defending
products
with public problems

Building the corporate
image
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Establish objectives
Choose messages
Choose vehicles
Implement
Evaluate results

Dr. Vandana Khanna

11/5/2015

CUSTOMER EXPERIENCE MANAGEMENT:

EXPERIENCE PROVIDERS

Communications
Identity
Product presence
Co-branding

Dr. Vandana Khanna

STEPS IN THE CEM FRAMEWORK

Environments
Internet
Electronic media
People

Analyze the customers experiential world

Build the experiential platform
Design the brand experience
Structure the customer interface
Engage in continuous innovation

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Dr. Vandana Khanna

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