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8/11/2019 Designing and development of advertisement
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2003 Prentice Hall, Inc. To accompanyA Framework for Marketing Management, 2ndEdition Slide 2 in Chapter 16
Marketing Communications
Advertising
Sales
Promotion
Public relations Direct
marketing
Personal selling
Communications Platforms
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2003 Prentice Hall, Inc. To accompanyA Framework for Marketing Management, 2ndEdition Slide 3 in Chapter 16
Developing Effective MarketingCommunications
Identify target audience
Determine objectives ofcommunication
Design the message
Select communicationchannels
Establish the budget
Select the marketingcommunications mix
Measure results
Manage the IMCprocess
Steps in Marketing Communications
Program Development
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2003 Prentice Hall, Inc. To accompanyA Framework for Marketing Management, 2ndEdition Slide 4 in Chapter 16
Developing Effective MarketingCommunications
Step 1:Identifying the target audience
Includes assessing the audiences
percept ions of the company, product ,and competitors company/productimage
Step 2:Cognitive, affective, and
behavioral objectives may be set
Step 3:AIDA model guides messagedesign
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2003 Prentice Hall, Inc. To accompanyA Framework for Marketing Management, 2ndEdition Slide 5 in Chapter 16
Developing Effective MarketingCommunications
Message Design
Content
Structure
Format
Source
Message contentdecisions involvethe selection ofappeal, theme,idea, or USP
Types of appeals
Rational appeals
Emo tional appeals
Moral appeals
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2003 Prentice Hall, Inc. To accompanyA Framework for Marketing Management, 2ndEdition Slide 6 in Chapter 16
Developing Effective MarketingCommunications
Message Design
Content
Structure
Format
Source
One-sided vs.
two-sided
messages
Order of
argument
presentation
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2003 Prentice Hall, Inc. To accompanyA Framework for Marketing Management, 2ndEdition Slide 7 in Chapter 16
Developing Effective MarketingCommunications
Message Design
Content
Structure
Format
Source
Message formatdecisions vary withthe type of media,but may include:
Graph ics, visuals
Headl ine, copy or
scr ip t
Sound effects ,
vo ice quali t ies
Shape, scen t,
texture of package
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2003 Prentice Hall, Inc. To accompanyA Framework for Marketing Management, 2ndEdition Slide 8 in Chapter 16
Developing Effective MarketingCommunications
Message Design
Content
Structure
Format
Source
Message sourcecharacteristics caninfluence attentionand recall
Factors underlyingperceptions of
source credibility: Expert ise
Trustwor th iness
Likabi l i ty
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2003 Prentice Hall, Inc. To accompanyA Framework for Marketing Management, 2ndEdition Slide 9 in Chapter 16
Developing Effective MarketingCommunications
Step 4:Selecting CommunicationChannels
Personal communicat ion channels
Effectiveness derives frompersonalization and feedback
Several methods of stimulating personal
communication channels exist Nonpersonal communicat ion channels
Influence derives from two-step flow-of-communication process
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2003 Prentice Hall, Inc. To accompanyA Framework for Marketing Management, 2ndEdition Slide 10 in Chapter 16
Developing Effective MarketingCommunications
Devoting extra effort toinfluential individuals orcompanies
Creating opinion leaders
Working through influentialcommunity members
Using influential people intestimonial advertising
Developing advertisingwith high conversationvalue
Use viral marketing
Developing word-of-mouth referral channels
Establishing an electronicforum
Methods of Stimulating Personal
Communication
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2003 Prentice Hall, Inc. To accompanyA Framework for Marketing Management, 2ndEdition Slide 12 in Chapter 16
Developing Effective MarketingCommunications
Communications
Mix Selection
Types o f
promot ional too ls
Select ion facto rs
Advertising
Sales promotion
Public relations
and publicity
Direct marketing
Personal selling
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2003 Prentice Hall, Inc. To accompanyA Framework for Marketing Management, 2ndEdition Slide 13 in Chapter 16
Developing Effective MarketingCommunications
Communications
Mix Selection
Types o f
promot ional too ls
Select ion facto rs
Consumer vs.
business market
Stage of buyerreadiness
Stage of product
life cycle Market rank
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2003 Prentice Hall, Inc. To accompanyA Framework for Marketing Management, 2ndEdition Slide 14 in Chapter 16
Developing Effective MarketingCommunications
Step 7: Measure Results
Recogn it ion, recal l , att i tudes, behavioral
responses
Step 8:Manage the Integrated Marketing
Communications Process
Provides stronger message consistency and
greater sales impact
Improves firms ability to reach right
custom ers at r ight t ime with r ight message
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2003 Prentice Hall, Inc. To accompanyA Framework for Marketing Management, 2ndEdition Slide 15 in Chapter 16
Developing and Managing theAdvertising Campaign
The Five Ms ofAdvertising
Miss ion
Money
Message
Media
Measurement
Objectives can be
classified by aim:
In form
Persuade
Remind
Reinforce
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2003 Prentice Hall, Inc. To accompanyA Framework for Marketing Management, 2ndEdition Slide 16 in Chapter 16
Developing and Managing theAdvertising Campaign
Factors consideredwhen budget-setting:
Stage of product l i fecycle
Market share and
consumer base
Compet it ion and
clutter
Advert is ing frequency
Product
subst i tutabi l i ty
The Five Ms ofAdvertising
Miss ion
Money
Message
Media
Measurement
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2003 Prentice Hall, Inc. To accompanyA Framework for Marketing Management, 2ndEdition Slide 17 in Chapter 16
Developing and Managing theAdvertising Campaign
Factors considered
when choosing the
advertising message: Message generat ion
Message evaluat ion
and select ion
Message execu tion
Social responsib i l i ty
review
The Five Ms ofAdvertising
Miss ion
Money
Message
Media
Measurement
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2003 Prentice Hall, Inc. To accompanyA Framework for Marketing Management, 2ndEdition Slide 18 in Chapter 16
Developing and Managing theAdvertising Campaign
Developing mediastrategy involves:
Decid ing on reach ,frequency , and impact
Select ing m edia and
vehicles
Determin ing media
t iming
Deciding on
geog raphical media
al locat ion
The Five Ms ofAdvertising
Miss ion
Money
Message
Media
Measurement
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2003 Prentice Hall, Inc. To accompanyA Framework for Marketing Management, 2ndEdition Slide 19 in Chapter 16
Developing and Managing theAdvertising Campaign
Newspapers
Television
Direct mail
Radio Magazines
Outdoor
Yellow pages
Newsletters
Brochures Telephone
Internet
Major Media Types
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2003 Prentice Hall, Inc. To accompanyA Framework for Marketing Management, 2ndEdition Slide 20 in Chapter 16
Developing and Managing theAdvertising Campaign
Deciding on Media Categories
Target audiences media habits, nature of
the product and message, cos t Media Timing Decisions
Macroschedul ing vs. m icroschedu l ing
Cont inu i ty , concentrat ion, f ligh t ing, andpuls ing schedul ing op t ions
Deciding on Geographical Allocation
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2003 Prentice Hall, Inc. To accompanyA Framework for Marketing Management, 2ndEdition Slide 21 in Chapter 16
Developing and Managing theAdvertising Campaign
Evaluating
advertising
effectiveness Communicat ion-
effect research
Sales-effectresearch
The Five Ms ofAdvertising
Miss ion
Money
Message
Media
Measurement
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2003 Prentice Hall, Inc. To accompanyA Framework for Marketing Management, 2ndEdition Slide 22 in Chapter 16
Sales Promotion
Sales p romot ionsare short-term
incentives designed to stimulate
purchase among consumers or trade Purpose of sales promotion
Att ract new tr iers or brand sw i tchers
Reward loyal customers
Inc rease repurchase rates
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2003 Prentice Hall, Inc. To accompanyA Framework for Marketing Management, 2ndEdition Slide 24 in Chapter 16
Sales Promotion
Samples
Coupons
Cash refunds (rebates)
Premiums
Prizes (contests,sweepstakes, games)
Patronage awards
Free trials
Product warranties
Tie-in promotions
Cross-promotions
Point-of-purchasedisplays anddemonstrations
Major Consumer-Promotion Tools
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2003 Prentice Hall, Inc. To accompanyA Framework for Marketing Management, 2ndEdition Slide 25 in Chapter 16
Public Relations
Publ ic relat ionsactivities promote orprotect the image of a firm or product
Public relations functions: Press relation s
Product publ ic ity
Corporate commun icat ions
Lobby ing
Counsel ing
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2003 Prentice Hall, Inc. To accompanyA Framework for Marketing Management, 2ndEdition Slide 26 in Chapter 16
Public Relations
Marketing Public Relations (MPR)
Plays an important role in
New product launchesRepositioning of mature brand
Building interest in product category
Influencing specific target groups
Defending products with public problems
Building the corporate image
Three Major MPR Decisions
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2003 Prentice Hall, Inc. To accompanyA Framework for Marketing Management, 2ndEdition Slide 27 in Chapter 16
Public Relations
Publications
Events
Sponsorships
News
Speeches
Public-service
activities
Identity media
Major Public Relations Tools
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2003 Prentice Hall, Inc. To accompanyA Framework for Marketing Management, 2ndEdition Slide 28 in Chapter 16
Direct Marketing
Direct market inguses consumer-direct
channels to reach and deliver offerings
to consumers without intermediaries. Direct marketing is growing and offers
consumers key benefits.
Firms are recognizing the importance
of integrated direct marketing efforts.
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2003 Prentice Hall, Inc. To accompanyA Framework for Marketing Management, 2ndEdition Slide 29 in Chapter 16
Direct Marketing
Face-to-face selling
Direct mail
Catalog marketing
Telemarketing
Direct-response
TV marketing
Kiosk marketing
E-marketing
Major Direct Marketing Tools
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2003 Prentice Hall, Inc. To accompanyA Framework for Marketing Management, 2ndEdition Slide 30 in Chapter 16
Direct Marketing
Steps in Developing a Direct-Mail
Campaign:
Step 1: Set object ives
Step 2: Ident i fy target markets
Step 3: Define the offer
Step 4: Test the elements
Step 5: Measu re resu lts