Chapter19ManagingAdvertising,SalesPromotionandPublicRelationsMarketingManagementTenthEditionObjectivesDeveloping&ManaginganAdvertisingProgramDecidingonMedia&MeasuringEffectivenessSalesPromotionPublicRelationsMajorDecisionsinAdvertisingObjectivesSettingBudgetDecisionsMessageDecisionsMediaDecisionsCampaignEvaluationInformativeAdvertisingBuildPrimaryDemandPersuasiveAdvertisingBuildSelectiveDemandComparisonAdvertisingComparesOneBrandtoAnotherReminderAdvertisingKeepsConsumersThinkingAboutaProduct.AdvertisingObjectives

SpecificCommunicationTaskAccomplishedwithaSpecificTargetAudienceDuringaSpecificPeriodofTime

TheFiveMsofAdvertisingMissionSalesgoalsAdver-tisingobjectivesMoneyFactorstoconsider:StageinPLCMarketshareandcon-sumerbaseCompetitionandclutterAdvertisingfrequencyProductsubstituta-bilityMessageMessagegenerationMessageevaluationandselectionMessageexecutionSocial-responsibilityreviewMediaReach,frequency,impactMajormediatypesSpecificmediavehiclesMediatimingGeographicalmediaallocationMeasure-mentCommuni-cationimpactSalesimpactAdvertisingBudgetFactorsStageintheProductLifeCycleMarketShare&ConsumerBaseCompetition&ClutterAdvertisingFrequencyProductSubstitutabilityProfilesofMajorMediaTypesNewspapersAdvantages: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”imageRadioAdvantages:Massuse;highgeographicanddemographic selectivity;lowcostLimitations: Audioonly;fleetingexposure;lowerattention;nonstandardizedrates;fragmentedaudiencesMagazinesAdvantages: Highgeographicanddemographicselectivity; credibilityandprestige;high-qualityreproduction; longlife;goodpass-alongreadershipLimitations: Longadpurchaseleadtime;wastecirculation;noguaranteeofpositionOutdoorAdvantages: Flexibility;highrepeatexposure;lowcost;lowmessagecompetitionLimitations: Littleaudienceselectivity;creativelimitationsProfilesofMajorMediaTypesClassificationof

AdvertisingTimingPatternsMonthNumberofmessagespermonthConcen-trated(1)(2)(3)LevelRisingFallingAlternating(4)Continuous(8)(7)(6)(5)(9)Inter-mittent(10)(11)(12)(9)SimplifiedRatingSheetforAdsPooradMediocreadAverageadGoodadGreatad020406080100__Total(Attention)Howwelldoestheadcatchthereader’sattention?__20(Read-through)Howwelldoestheadleadthereadertoreadfurther?__20(Cognitive)Howclearisthecentralmessageorbenefit?__20(Affective)Howeffectiveistheparticularappeal?__20(Behavior)Howwelldoestheadsuggestfollow-throughaction?__20AdvertisingStrategyMessageExecutionTypicalMessageExecutionStylesTestimonialEvidenceSliceofLifeScientificEvidenceLifestyleTechnicalExpertiseFantasyMusicalPersonalitySymbolMoodorImageTurningthe““BigIdea””IntoanActualAdtoCapturetheTargetMarket’’sAttentionandInterest.AdvertisingProgramEvaluationCommunicationEffectsIstheAdCommunicatingWell?AdvertisingEvaluationSalesEffectsIstheAdIncreasingSales?WhytheincreaseinSalesPromotion?GrowingretailerpowerDecliningbrandloyaltyIncreasedpromotionalsensitivityBrandproliferationFragmentationofconsumermarketShort-termfocusIncreasedmanagerialaccountabilityCompetitionClutterLong-TermPromotionalAllocation01020304050601986889092941996Year%toftotal-3yr.MATradePromoMediaAdvCons.PromoCoxDirect19thAnnualSurveyofPromotionalPracticesChannelsofSalesPromotionsMANUFACTURERRETAILERTradePromotionsCONSUMERConsumerPromotionsPushPushPullRetailPromotionsConsumerPromotionConsumer-PromotionObjectivesConsumer-PromotionToolsPoint-of-PurchaseDisplaysPremiumsPricePacksCashRefundsCouponsSamplesPatronageRewardsGamesSweepstakesContestsAdvertisingSpecialtiesPatronageRewardsEnticeConsumerstoTryaNewProductLureCustomersAwayFromCompetitors’ProductsGetConsumersto“LoadUp’’onaMatureProductHold&RewardLoyalCustomersConsumerRelationshipBuilding“DealProneness,””Liechtenstein,Burton,&Netemeyer,JournalofRetailing,Summer1997Examinationof““dealproneness””amongconsumersinasupermarketsettingSurveys&GroceryReceiptsusedEighttypesofdeals:Cent-off,One-free,Gift,Display,Rebate,Contest,Sale,&Coupon“DealProneness,””Liechtenstein,Burton,&NetemeyerClusteranalysisyieldedtwointerpretableresults:49%are“dealprone,”51%not24%High““Dealprone,”50%intermediate,26%dealinsensitive“Deal-proneness””ageneralizedconstruct-(crossestypeofpromotion)Younger&LesseducatedmorelikelytobedealproneTrade-PromotionObjectivesTrade-PromotionToolsSpecialtyAdvertisingItemsContestsFreeGoodsBuy-BackGuaranteesAllowancesPrice-OffsPatronageRewardsPushMoneyDiscountsPremiumsDisplaysPersuadeRetailersorWholesalerstoCarryaBrandGiveaBrandShelfSpacePromoteaBrandinAdvertisingPushaBrandtoConsumersTradePromotionsBusiness-PromotionObjectivesBusiness-PromotionToolsGenerateBusinessLeadsStimulatePurchasesRewardCustomersMotivateSalespeopleConventionsTradeShowsSalesContestsBusiness-to-BusinessPromotionSpecialEventsWrittenMaterialsCorporateIdentityMaterialsSpeechesNewsAudiovisualMaterialsMajorPublicRelationsToolsPublicServiceActivitiesWebSiteTacoBellhaspurchasedtheLibertyBell!ReviewDeveloping&ManaginganAdvertisingProgramDecidingonMedia&MeasuringEffectivenessSalesPromotionPublicRelations謝謝1月-2301:03:4101:0301:031月-231月-2301:0301:0301:03:411月-231月-2301:03:412023/1/61:03:419、靜夜四四無鄰，，荒居舊舊業貧。。。1月-231月-23Friday,January6,202310、雨中黃葉樹樹，燈下白頭頭人。。01:03:4101:03:4101:031/6/20231:03:41AM11、以我我獨沈沈久，，愧君君相見見頻。。。1月-2301:03:4101:03Jan-2306-Jan-2312、故故人人江江海海別別，，幾幾度度隔隔山山川川。。。。01:03:4201:03:4201:03Friday,January6,202313、乍見翻疑夢夢，相悲各問問年。。1月-231月-2301:03:4201:03:42January6,202314、他鄉生白白發，舊國國見青山。。。06一月月20231:03:42上上午01:03:421月-2315、比不了得就就不比，得不不到的就不要要。。。一月231:03上上午1月-2301:03January6,202316、行動動出成成果，，工作作出財財富。。。2023/1/61:03:4201:03:4206January202317、做前，，能夠環環視四周周；做時時，你只只能或者者最好沿沿著以腳腳為起點點的射線線向前。。。1:03:42上午午1:03上午午01:03:421月-239、沒有失敗，，只有暫時停停止成功！。。1月-231月-23Friday,January6,202310、很多事情努努力了未必有有結果，但是是不努力卻什什么改變也沒沒有。。01:03:4201:03:4201:031/6/20231:03:42AM11、成成功功就就是是日日復復一一日日那那一一點點點點小小小小努努力力的的積積累累。。。。1月月-2301:03:4201:03Jan-2306-Jan-2312、世間成成事，不不求其絕絕對圓滿滿，留一一份不足足，可得得無限完完美。。。01:03:4201:03:4201:03Friday,January6,202313、不知香積積寺，數里里入云峰。。。1月-231月-2301:03:4201:03:42January6,202314、意志堅強的的人能把世界界放在手中像像泥塊一樣任任意揉捏。06一月20231:03:42上午01:03:421月-2315、楚塞三湘湘接，荊門門九派通。。。。一月231:03上上午1月-2301:03January6,202316、少少年年十十五五二二十十時時，，步步行行奪奪得得胡胡馬馬騎騎。。。。2023/1/61:03:4201:03:4206January202317、空山新新雨后，，天氣晚晚來秋。。。1:03:42上午午1:03上午午01:03:421月-239、楊柳散散和風，，青山澹澹吾慮。。。1月-231月-23Friday,January6,202310、閱讀一切好好書如同和過過去最杰出的的