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Chapter19ManagingAdvertising,SalesPromotionandPublicRelationsMarketingManagement
TenthEdition
ObjectivesDevelopingManaginganAdvertisingProgramDecidingonMediaMeasuringEffectivenessSalesPromotionPublicRelations
MajorDecisionsinAdvertisingObjectivesSettingBudgetDecisionsMessageDecisionsMediaDecisionsCampaignEvaluation
InformativeAdvertisingBuildPrimaryDemandPersuasiveAdvertisingBuildSelectiveDemandComparisonAdvertisingComparesOneBrandtoAnotherReminderAdvertisingKeepsConsumersThinkingAboutaProduct.AdvertisingObjectivesSpecificCommunicationTaskAccomplishedwithaSpecificTargetAudienceDuringaSpecificPeriodofTime
TheFiveMsofAdvertisingMissionSalesgoalsAdver-tisingobjectivesMoneyFactorstoconsider:StageinPLCMarketshareandcon-sumerbaseCompetitionandclutterAdvertisingfrequencyProductsubstituta-bilityMessageMessagegenerationMessageevaluationandselectionMessageexecutionSocial-responsibilityreviewMediaReach,frequency,impactMajormediatypesSpecificmediavehiclesMediatimingGeographicalmediaallocationMeasure-mentCommuni-cationimpactSalesimpact
AdvertisingBudgetFactorsStageintheProductLifeCycleMarketShareConsumerBaseCompetitionClutterAdvertisingFrequencyProductSubstitutability
ProfilesofMajorMediaTypesNewspapersAdvantages:Flexibility,timeliness;goodlocalmarketcoverage; broadacceptance,highbelievabilityLimitations: Shortlife;poorreproductionquality;small pass-alongaudienceTelevisionAdvantages: Combinessight,sound,motion;highattention;highreach;appealingtosenses Limitations: Highabsolutecosts;highclutter;fleetingexposure; lessaudienceselectivityDirectMailAdvantages: Audienceselectivity;flexibility,noadcompe- titionwithinsamemedium;allowspersonalizationLimitations: Relativehighcost;“junkmail”image
RadioAdvantages:Massuse;highgeographicanddemographic selectivity;lowcostLimitations: Audioonly;fle
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