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Session 29MG 220 Marketing ManagementBBA 09 Sec C
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MG 220 Marketing ManagementBBA 09 – Sec C
Fall 2010
Muhammad Talha Salam, Asst. [email protected]
Access it online: www.slideshare.net/talhasalam
Part 7:Communicating Value
> Developing and Managing an Advertising Program
> Deciding on Media and Measuring Effectiveness
> Sales Promotion: SKIM> Events & Experiences: SKIM> Ads
Class Presentation | Session 29 | 29 Nov 2010
MG 220 Marketing Management 2Access it online: www.slideshare.net/talhasalam
Developing and Managing an Advertising Program
How Advertising is handled?• In small organizations: managed by sales & marketing
deptt• In large organizations: specialized departments• Role of Agencies
– Creating campaigns– Media buying
• 5Ms– Mission– Money– Message– Media– Measurement
MG 220 Marketing Management 3Access it online: www.slideshare.net/talhasalam
Developing and Managing an Advertising Program
Setting the Objectives [Mission]• Advertising Goal (or objective) is a specific
communication task and achievement level to be accomplished with a specific audience in a specific period of time
• Targeting different stages of hierarchy-of-effects e.g. AIDA
• Examples of Objectives:– Informative Advertising– Persuasive Advertising– Reminder Advertising– Reinforcement Advertising
MG 220 Marketing Management 4Access it online: www.slideshare.net/talhasalam
Developing and Managing an Advertising Program
Deciding on the Advertising Budget [Money]• Advertising expense is current expense but
should be considered as an investment in building brand equity
• Key factors to be considered– Stage in PLC– Market Share and Consumer base– Competitive and Clutter– Advertising frequency– Product substitutability
MG 220 Marketing Management 5Access it online: www.slideshare.net/talhasalam
Developing and Managing an Advertising Program
Developing the Advertising Campaign [Message]• Creating a campaign requires understanding of Message Strategy
(what ad wants to convey about the brand) and Creative Strategy (how the ad expresses the brand claims)
• Designing and creating a campaign is both art and science• Message Generation and Evaluation
– New ideas and insights– Creativity to convey positioning
• Creative Development and Execution– TV Ads: Considered most effective | Reaches broad market– Print Ads: Different from broadcast media. Two main forms: magazine &
newspapers– Radio Ads: Pervasive yet passive media
• Social Responsibility Review– Social and legal norms. Strictly follow law of land for advertising– No false claims
MG 220 Marketing Management 6Access it online: www.slideshare.net/talhasalam
Deciding on Media and Measuring Effectiveness [Media | Measure]
Deciding on Reach, Frequency, and Impact• Media Selection is finding the most cost-effective media to
deliver the desired number and type of exposures to the target audience
• Effect of Exposures on audience depends on R, F & I– Reach (R): No of diff. persons or households exposed to particular
media schedule at least once during a specified time period– Frequency (F): No. of times within the specified time period that an
average person or household is exposed the message– Impact (I): Qualitative value of an exposure through a given
medium
• Key concepts derived from R, F & I relationships:– Total No of Exposures (E): R x F. Also called GRP (Gross Rating
Point)– Weighted No of Exposures (WE): R x F x I
MG 220 Marketing Management 7Access it online: www.slideshare.net/talhasalam
Deciding on Media and Measuring Effectiveness [Media | Measure]
Deciding on Reach, Frequency, and Impact• Relationship of Trial and Awareness with R, F & I
MG 220 Marketing Management 8Access it online: www.slideshare.net/talhasalam
Deciding on Media and Measuring Effectiveness [Media | Measure]
Choosing Among Major Media Types• Key variables to be considered
– Target Audience Media Habits– Product Characteristics– Message Characteristics– Cost
MG 220 Marketing Management 9Access it online: www.slideshare.net/talhasalam
Deciding on Media and Measuring Effectiveness [Media | Measure]
Choosing Among Major Media Types
MG 220 Marketing Management 10Access it online: www.slideshare.net/talhasalam
Deciding on Media and Measuring Effectiveness [Media | Measure]
Alternate Advertising Options• Place Advertising
– Billboards– Public Places
• Product Placement• Point-Of-Purchase (POP)
• Not Included:• Evaluating Alternative Media
– Selecting Specific Vehicles
MG 220 Marketing Management 11Access it online: www.slideshare.net/talhasalam
Deciding on Media and Measuring Effectiveness [Media | Measure]
Deciding on Media Timing and Allocation• Classification of Advertising Timing Patterns
MG 220 Marketing Management 12Access it online: www.slideshare.net/talhasalam
Deciding on Media and Measuring Effectiveness [Media | Measure]
Evaluating Advertising Effectiveness• Communications-Effect Research
– Different Pretesting methods to understandhow effectively ad is communicated desired message
– Consumer Feedback method– Portfolio tests:
Portfolio of ads shown and recall is measured– Laboratory tests:
Physiological reactions measured– Post testing done to measure recall,
brand awareness differences
• Sales-Effect Research– Measuring how well it helped increase sales
MG 220 Marketing ManagementBBA 09 – Sec C
Fall 2010
Muhammad Talha Salam, Asst. [email protected]
Access it online: www.slideshare.net/talhasalam
Part 7:Communicating Value
> Public Relations: SKIM> Direct Marketing: SKIM> Interactive Marketing: SKIM> Managing the Sales Force: SKIM> Principles of Personal Selling: SKIMQuiz 9 (Part 7: Chap 17)
Class Presentation | Session 30 | 1 Dec 2010
