Chapter 18 - Managing Mass Communication PDF
Chapter 18 - Managing Mass Communication PDF
Chapter 18 - Managing Mass Communication PDF
Start Here:
Identify: a) Target
Market b) Buyer
Motives
+ specify the
target audience
and time period
3
Developing and Managing an Advertising Program
Five M’s of Advertising
Start Here:
Identify: a) Target
Market b) Buyer
Motives
+ specify the
target audience
and time period
4
Setting Advertising Objectives
5
Informative Advertising
6
Persuasive Advertising
7
Reminder Advertising
8
Reinforcement advertising
9
Direct Action Advertising
10
Direct Action Advertising
11
Indirect Action Advertising
• Carried out to make a positive effect on the mind of the reader or viewer
• After getting the advertisement he does not rush to buy the product but he
develops a favorable image of the brand in his mind.
12
Comparative Advertising
Compares specific characteristics of 2 or more brands
13
Ambush Advertising “Tactic”
Short term ploy riding on competitor’s marketing spend & market salience
14
Developing and Managing an Advertising Program
Five M’s of Advertising
Start Here:
Identify: a) Target
Market b) Buyer
Motives
+ specify the
target audience
and time period
15
Deciding on the Advertising Budget
• Advertising frequency
• Depends on number of repetitions required to put brand’s message across
• Product substitutability
• more for commodity like products eg: soaps, beer, banks, etc
16
Advertising Elasticity
• Advertising elasticities have been found to be higher for newer products than for
established products
17
Developing and Managing an Advertising Program
Five M’s of Advertising
Start Here:
Identify: a) Target
Market b) Buyer
Motives
+ specify the
target audience
and time period
18
Message generation and evaluation
• Connect FRESHLY
19
Message generation and evaluation
• Creating Brief
• 1-2 pgs (key message, target audience, company obj, key brand benefits, supports for
brand promise, choice of media)
20
Exercise
21
Creative Development and Execution
Advantage Advantage
• Reaches broad spectrum of • Detailed product information
consumers • Ability to communicate user imagery
• Low cost per exposure • Flexibility
• Ability to demonstrate product use • Ability to segment
• Ability to portray image and brand
personality
Disadvantage Disadvantage
• Brief • Passive medium
• Clutter • Clutter
• High cost of production • Unable to demonstrate product use
• High cost of placement
• Lack of attention by viewers
22
Print Advt
23
Developing Print Ads
24
Headline
25
Headline
26
Headlines
27
Copy
28
Writing effective Copy
29
Illustration (Image)
30
Illustration (Image)
31
Illustrations (Image)
32
Illustrations (Image)
33
Print layout – Z format
34
Print layout – Z form
35
Print Advt Evaluation Criteria
36
Legal and Social Issues
37
Developing and Managing an Advertising Program
Five M’s of Advertising
Start Here:
Identify: a) Target
Market b) Buyer
Motives
+ specify the
target audience
and time period
38
Variables in Media Selection
Reach:
number of different persons or households exposed to a particular
media schedule at least once during a specified time period
Frequency:
number of times within the specified time period that an average person
or household is exposed to the message
Impact:
qualitative value of an exposure through a given medium.
Exposure:
exposure to the ad message.
Exposure depends upon Reach, Frequency, and Impact.
Exercise 2
• Exercise – Netflix promotional campaign in India resulted in following numbers.
Calculate % Reach and GRP from the given data for online population as well as
Indian population aged 12 – 50. Calculate it for the month of Nov 2018 and Dec
2018.
40
Choosing among major media types
• Television
• Direct mail
• Radio
• Magazines
• Outdoor
• Yellow Pages
• Newsletters
• Brochures
• Telephone
• Internet
41
Media Scheduling Patterns
• Determined by
• Buyer turnover
• Purchase frequency
• Forgetting rate
• Macro-scheduling
• Micro-scheduling
42
Developing and Managing an Advertising Program
Five M’s of Advertising
Start Here:
Identify: a) Target
Market b) Buyer
Motives
+ specify the
target audience
and time period
43
Evaluating Advertising Effectiveness
• Communication-Effect research
• Copy testing
– Should be done both before and after the media has been put into publication
• Sales-Effect research
• Awareness Impact
• Knowledge Impact
• Preference Impact
44
Measurement – Digital media
• Impressions
• Number of clicks
• Click-through rate
• Applications completed
• Conversion
• Engagement
45
Managing Sales Promotions
47
Public Relations
• Press relations
• Presenting news and information about the organization in the most positive light
• Product publicity
• Sponsoring efforts to publicize specific products.
• Corporate communications
• Promoting understanding of the organization through internal and external
communications.
• Lobbying
• Dealing with legislators and government officials to promote or defeat legislation and
regulation.
• Counseling
• Advising management about public issues, and company positions and image during
good times and bad.
48
Tasks aided by Public Relations
49
Outlets used in Public Relations
• Publications
• Events
• Sponsorships
• News
• Speeches
• Identity Media
50
51
52
Launching the BMW Z3 Roadster
53
Thank you
54