Chapter 18: Managing Mass Communication Flashcards
What are our advertising objectives?
Mission
How much can we spend and how do we allocate our spending across media types?
Money
What message should we send?
Message
What media should be use?
Media
How should we evaluate the results?
Measurement
Setting Objectives Deciding on the Budget Developing the Campaign Deciding on Media Meaning Measurement Plans
Steps in Developing an Advertising Program
A specific communication task and achievement level to be accomplished with a specific audience in a specific period of time.
Advertising Objective (or Goal)
Advertising Objectives
Information
Persuasive
Reminder
Reinforcement
Stage in the product life cycle. Market share and consumer base. Competition and clutter. Advertising frequency. Product substitutability.
Factors to Consider When Setting an Advertising Budget
Reaches broad spectrum of consumers.
Low cost per exposure.
Ability to demonstrate product use.
Ability to portray image and brand personality.
Advantages of Television
Brief Clutter High cost of production High cost of placement Lack of attention by viewers
Disadvantages of Television
Detailed product information
Ability to communicate user imagery
Flexibility
Ability to segment
Advantages of Print Ads
Passive medium
Clutter
Unable to demonstrate product use
Disadvantages of Print Ads
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?
Print Ad Evaluation Criteria
Finding the most cost-effective media to deliver the desired number and type of exposures to the target audience.
Media Selection
Variables in Media Selection
Reach
Frequency
Impact
Exposure
The number of different persons or households exposed to a particular media schedule at least once during a specified time period.
Reach
The number of times within a specified time period that an average person or household is exposed to the message.
Frequency
The qualitative value of an exposure through a given medium.
Impact
The exposure to the ad message.
Depends on Reach, Frequency, and Impact.
Exposure
Exposures appear evenly throughout a given period.
Used in expanding market situations, with frequently purchased items, and in tightly defined buyer categories.
Continuity
Calls for spending all the advertising dollars in a single period.
This makes sense for products with one selling season or related holiday.
Concentration
Calls for advertising during a period, followed by a period with no advertising, followed by a second period of advertising activity.
It is useful when funding is limited, the purchase cycle is relatively infrequent, or items are seasonal.
Flighting
Continuous advertising at low-weight levels, reinforced periodically by waves of heavier activity.
It draws on the strength of continuous advertising and flights to create a compromise scheduling strategy.
Pulsing
Measuring Sales Impact of Advertising
Share of Expenditures
Share of Voice
Share of Mind and Heart
Share of Market
Consists of 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.
Sales Promotion
The Five M’s of Advertising
Mission Money Message Media Measurement
Samples Coupons Cash Refund Offers Price Offs Premiums Prizes Patronage Rewards Free Trials
Consumer-Directed Sales Promotion Tactics
Price Offs Allowances Free Goods Sales Contests Spiffs Trade Shows Speciality Advertising
Trade-Directed Sales Promotion Tactics
To persuade the retailer or wholesaler to carry the brand.
To persuade the retailer or wholesaler to carry more units than the normal amount.
To induce retailers to promote the brand by featuring, display, and price reduction.
To stimulate retailers and their sales clerks to push the product.
Reasons Manufacturers Award Money to Trade
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.
Reasons to Sponsor Events
Press Relations Product Publicity Corporate Communications Lobbying Counseling
Public Relations Functions
Presenting news and information about the organization in the most positive light.
Press Relations
Sponsoring efforts to publicize specific products.
Product Publicity
Promoting understanding of the organization through internal and external communications.
Corporate Communications
Dealing with legislators and government officials to promote of defeat legislation and regulation.
Lobbying
Advising management and public issues, and company positions and image during good times and bad.
Counseling
Launching new products.
Repositioning a mature product.
Building interest in a product category.
Influencing specific target groups.
Defending products that have encountered public problems.
Building the corporate image in a way that reflects favorable on products.
Tasks Aided by Public Relations
