Managing Mass Communications参考.ppt

MARKETING MANAGEMENT12th edition Chapter Questions What steps are involved in developing an advertising program? 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 and publicity? Advertising Figure 18.1 The Five M’s of Advertising Mission Money Message Media Measurement Advertising Objectives Informative advertising Persuasive advertising Reminder advertising Reinforcement advertising Factors to Consider in Setting an Advertising Budget Stage in the product life cycle Market share and consumer base Competition and clutter Advertising frequency Product substitutability Developing the Advertising Campaign Message generation and evaluation Creative development and execution Social responsibility review Creative Brief Positioning statement Key message Target market Objectives Key brand benefits Brand promise Evidence of promise Media Background Creative considerations Television Advantages Reaches broad spectrum of consumers Low cost per exposure Ability to demonstrate product use Ability to portray image and brand personality Disadvantages Brief Clutter High cost of production High cost of placement Lack of attention by viewers Print Ads Advantages Detailed product information Ability to communicate user imagery Flexibility Ability to segment Disadvantages Passive medium Clutter Unable to demonstrate product use Print Ad Evaluation Criteria Is the message clear at a glance? Is the benefit in the headline? Des 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? Media Selection Choosing Among Major Media Types Target audience and media habits Product characteristics Message characteristics Cost Major Media Types Newspapers Television Direct mail Radio Magazin