Beruflich Dokumente
Kultur Dokumente
Managing
Mass Communications
Chapter Questions
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the United States edition of Marketing Management, 14e.
Vodafone’s ZooZoo Ad Campaign
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the United States edition of Marketing Management, 14e.
Figure 17.1 The Five M’s of
Advertising
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the United States edition of Marketing Management, 14e.
Developing an
Advertising Program
Setting Objectives
Deciding on Media
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the United States edition of Marketing Management, 14e.
Advertising Objectives
Informative
Persuasive
Reminder
Reinforcement
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the United States edition of Marketing Management, 14e.
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
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the United States edition of Marketing Management, 14e.
Developing the
Advertising Campaign
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the United States edition of Marketing Management, 14e.
Television
Advantages Disadvantages
Reaches broad Brief
spectrum of Clutter
consumers; flexibility High cost of production
Low cost per exposure High cost of placement
Ability to demonstrate Lack of attention by
product use viewers
Ability to portray image
and brand personality
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the United States edition of Marketing Management, 14e.
Print Ads
Advantages Disadvantages
Detailed product Passive medium
information Clutter
Ability to communicate Unable to demonstrate
user imagery product use
Flexibility in choosing Print quality
the right publications Short shelf-life
Ability to segment
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the United States edition of Marketing Management, 14e.
Print Ad Components and
Effectiveness
Picture
Headline
Copy
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the United States edition of Marketing Management, 14e.
Variables in Media Selection
Reach
Frequency
Impact
Exposure
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the United States edition of Marketing Management, 14e.
Figure 17.2 Relationship among
Trial, Awareness, and the
Exposure Function
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the United States edition of Marketing Management, 14e.
Choosing Among Major Media Types
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the United States edition of Marketing Management, 14e.
Major Media Types
Newspapers Outdoor
Television Yellow Pages
Direct mail Newsletters
Radio Brochures
Magazines Telephone
Internet
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the United States edition of Marketing Management, 14e.
Place Advertising
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the United States edition of Marketing Management, 14e.
Figure 17.3 Advertising
Timing Patterns
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Media Schedule Patterns
Continuity
Concentrated
Flighting
Pulsing
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the United States edition of Marketing Management, 14e.
Measuring Sales Impact of Advertising
Share of Expenditures
Share of Voice
Share of Market
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the United States edition of Marketing Management, 14e.
What is Sales Promotion?
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the United States edition of Marketing Management, 14e.
Consumer-Directed Sales
Promotion Tactics
Samples Premiums
Coupons Prizes
Cash refund offers Patronage rewards
Price offs Free trials
Tie-in promotions
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the United States edition of Marketing Management, 14e.
Trade-Directed
Sales Promotion Tactics
Price offs Spiffs
Allowances Trade shows
Free goods Specialty
Sales contests advertising
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the United States edition of Marketing Management, 14e.
Using Sales Promotions
Establish objectives
Select tools
Develop program
Pretest
Implement and control
Evaluate results
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the United States edition of Marketing Management, 14e.
Events and Experiences
Some examples:
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the United States edition of Marketing Management, 14e.
Why Sponsor Events?
To identify with a particular target market or lifestyle
To increase brand awareness
To create or reinforce consumer perceptions of key
brand image associations
To enhance corporate image
To create experiences and evoke feelings
To express commitment to community
To entertain key clients or reward employees
To permit merchandising or promotional
opportunities
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the United States edition of Marketing Management, 14e.
Using Sponsored Events
Choose events
Design programs
Measure effectiveness
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Public Relations Functions
Press relations
Product publicity
Corporate communications
Lobbying
Counseling
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the United States edition of Marketing Management, 14e.
Tasks Aided by Public Relations
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the United States edition of Marketing Management, 14e.
Major Tools in Marketing PR
Publications
Events
Sponsorships
News
Speeches
Public Service Activities
Identity Media
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the United States edition of Marketing Management, 14e.
Decisions in Marketing PR
Establish objectives
Choose message
Choose vehicles
Implement the plan
Evaluate results
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the United States edition of Marketing Management, 14e.
For Review
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the United States edition of Marketing Management, 14e.