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Managing Mass Comm

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0% found this document useful (0 votes)
41 views25 pages

Managing Mass Comm

Uploaded by

vimalrparmar001
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Managing Mass Communication

DEVELOPING AND MANAGING AN ADVERTISING PROGRAM

• Advertising can be a cost-effective way to disseminate


messages, whether to build a brand preference or to educate
people.

• In developing an advertising program, marketing managers


must always start by identifying the target market and buyer
motives.

• They can then make the five major decisions known as “the
5Ms”
• Mission: What are the advertising objectives?

• Money: How much to spend?

• Message: What message should be sent?

• Media: What media should be used?

• Measurement: How should the results be evaluated?


1. MISSION - Setting the Objectives -

• The advertising objectives must flow from prior decisions on


target market, brand positioning, and the marketing program.

• An advertising objective (or goal) is a specific communication


task and achievement level to be accomplished with a specific
audience in a specific period of time.

• Advertising objective should emerge from a thorough analysis


of the current marketing situation.
Ad objectives can be classified - whether their aim is to:

▫ Inform - Information advertising aims to create brand


awareness and knowledge of new products or new features
of existing products.

▫ Persuade - Persuasive advertising aims to create liking,


preference, conviction, and purchase of a product or
service.

▫ Remind - Reminder advertising aims to stimulate repeat


purchase of products and services.

▫ Reinforce - Reinforcement advertising aims to convince


purchasers that they made the right choice.
2. Money - Deciding on the Advertising Budget
• Advertising is treated as a current expense, part of it really is
an investment in building brand equity and customer loyalty.

• Factors affecting budget decisions : Here are five specific


factors to consider when setting the advertising budget:

1. Stage in the product life cycle


2. Market share and consumer base
3. Competition and clutter
4. Advertising frequency
5. Product substitutability
3. Message - Developing the Advertising Campaign
• In designing and evaluating an ad campaign, marketers employ
both art and science to develop the message strategy or
positioning of an ad—what the ad attempts to convey about the
brand, its creative strategy - how the ad expresses the brand.

A) Message Generation and Evaluation

• Advertisers are always seeking “the big idea” that connects with
consumers rationally and emotionally, sharply distinguishes the
brand from competitors, and is broad and flexible enough to
translate to different media, markets, and time periods. Fresh
insights are important for avoiding using the same appeals and
position as others.

• A good ad normally focuses on one or two core selling


propositions - Creative brief and Positioning statement
B) Creative Development and Execution

The ad‟s impact depends not only on what is said, but often more
importantly, on how it says it. Execution can be decisive.

Some advertisement aims for rational positioning and others for


emotional positioning.

While executing a message the style, tone, words, and format for
executing the message must be kept in mind.
4. Media
• The next „M‟ to be considered while making an Advertisement
Program is the Media through which the advertising message is
communicated for the prospects.

• Steps considered for choosing ad media for ad message.

Step V: Deciding on the geographical allocation of the media


vehicle

Step IV: Deciding on the timing of the media vehicle.

Step III: Selecting specific media vehicle within consideration of


all supporting factors.

Step II: Choosing measure media vehicles among available media

Step I: Deciding on the reach, frequency and impact of the media


• TELEVISION: Television is generally acknowledged as the most
powerful advertising medium and reaches a broad spectrum of
consumers.

• The wide reach translates to low cost per exposure.

• It can be an effective means of vividly demonstrating product


attributes and persuasively explaining their corresponding
consumer benefits. It can dramatically portray user and usage
imagery, brand personality, and other brand tangibles.

• TV advertising has high costs in production and placement.


PRINT: Newspaper and magazines are the two main print
mediums. Print media is a stark contrast to broadcast media.

• Print media can provide much detailed product information


and can also effectively communicate user and usage
imagery.

• However, the static nature of the visual images makes it


difficult to provide dynamic presentations or demonstrations.

• It can also be a fairly passive medium. However, Newspapers


are timely and inescapable.

• Format elements such as ad size, color, and illustration affect


a print ad‟s impact.

• Researchers studying print advertisements report that the:


Picture, Headline & Copy (are important in that order)
• RADIO: Radio is a pervasive medium.

• Radio‟s main advantage is flexibility

• Radio Stations are very targeted.

• Ads are relatively inexpensive to produce and place.

• Short closing allow for quick response.

• It allows a company to achieve a balance between broad and


localized market coverage.

• The obvious disadvantages of radio is the lack of visual


images.
• FILM Ads

• In South Asia, films are an extremely popular entertainment


vehicle for the masses.

• The advantage of this medium is that the audience is in the


mood to focus on the advertisements.

• The freedom to choose specific films and theaters to release


ads provides flexibility to the advertisers.

• The cost of developing prints for release in different theaters


and the difficulties in monitoring the screening of
advertisements in far-flung movie theaters pose difficulties to
advertisers.
SALES PROMOTION
• Sales promotion, a key ingredient in marketing campaigns,
consists of a collection of incentive tools, mostly short-term,
designed to stimulate quicker or greater purchase of particular
products or services by consumers or the trade.

• Where advertising offers a reason to buy, sales promotion


offers an incentive to buy.

• Sales promotions include tools for:


Consumer promotion
Trade promotion
Business and sales-force promotion
Objectives of Sales Promotions
Sellers use incentive-type promotions to:

1) Attract new users


2) Reward loyal customers.
3) Increase the repurchase rates of occasional users.

• Sales promotions are often used to attract brand switchers.


• Sales promotions used in markets of high brand similarity
can produce a high sales response in the short run.
• In markets of high brand dissimilarity, sales promotions may
be able to alter market shares permanently.
• In addition to brand switching, consumers may engage in
stockpiling during sales promotions.
EVENTS AND EXPERIENCES
• Sponsoring events enables companies to obtain wider exposure
for their brands and influence consumers‟ attitude towards
brands. Cricket sponsorship is big business. In business-to-
business context also, sponsorship is important to obtain
visibility and positive word-of-mouth publicity. Major events
and conferences are sponsored by companies who get positive
exposure to well defined target audiences.

• By becoming part of a special and more personally relevant


moment in consumers‟ lives, involvement with events can
broaden and deepen the relationship in consumers‟ lives.
More firms are creating on-site or off-site product and brand
experiences. Many firms are creating their own events and
experiences to create consumer and media interest and
involvement.
Objectives of Events & Experiences
• To identify with a particular target market or lifestyle

• To increase awareness of company or product name

• To create or reinforce consumer perceptions of key brand


image associations

• To enhance corporate image dimensions

• To create experiences and evoke feelings

• To express commitment to the community or to social issues

• To entertain key clients or reward key employees

• To permit merchandising or promotional opportunities


PUBLIC RELATIONS
• Not only must the company relate constructively to customers,
suppliers, and dealers, it must also relate to a large number of
interested publics.
• A public is any group that has an actual or potential interest in
or impact on a company‟s ability to achieve its objectives.
• Public relations (PR) involves a variety of programs designed to
promote or protect a company‟s image to its individual
products.
• The wise company takes concrete steps to manage successful
relations with its key publics.
• Most companies have a public-relations department that
monitors the attitudes of the organizations‟ publics and
distributes information and communications to build goodwill.
• PR departments perform the following functions:

▫ Press relations

▫ Product publicity

▫ Corporate communications

▫ Lobbying

▫ Counseling
5. Measurement

• The evaluation of the effectiveness of the advertising campaign


or advertising programme i helps in preventing the further
wastage of money and help in making necessary correction that
are significant and vital for the further advertising programme.

• Researching the effectiveness of the advertisement is the most


used method of evaluating the effectiveness of the Ad Program.

• Research can be in the form of:


• Communication-Effect Research
• Sales-Effect Research
• There are two ways of measuring advertising effectives:

1. Pre-testing: It is the assessment of an advertisement for its


effectiveness before it is actually used. It is done through.

▫ Concept testing: how well the concept of the advertisement


is. This is being done by taking an expert opinion on the
concept of the ad.

▫ Test commercials: test trial of the advertisement to the


sample of people

▫ Finished testing
2. Post-testing: It is the assessment of an advertisement‟s
effectiveness after it has been used. It is done in two ways:

▫ Unaided recall: a research technique that asks how much of


an ad a person remembers during a specific period of time

▫ Aided recall: a research technique that uses clues to prompt


answers from people about ads they might have seen
• 5 M’s Of Advertising of “The Sundrop Campaign”

• Mission: Sales goals: Leadership in the edible refined oil


segment

▫ Advertising Goals &Communication task:


▫ Position Sundrop as the healthy oil for healthy
people
▫ Ensure that this did not erode the delivery of
the taste benefit.
▫ Positioning had to be perceptually as far away
from Saffola.
▫ Young, modern and premium feel
▫ Execution had to be distinct and original to
stand out from the clutter
• Money:
▫ Stage in PLC: Introductory, therefore relatively large
expenditure
▫ Market share: new product
▫ Competitors: Saffola (Safflower oil) also used the health
platform but was associated with heart patients and less taste
Flora and Sunola (Sunflower oils).

• Message: Health was chosen as the platform, along with a


supporting claim for taste. People who were healthy and
energetic were concerned about the long-term prospects of their
health. Thus „Health‟

▫ Was related to maintenance of good health


▫ Was applicable to all members of the family
▫ Was characterized by lively energetic people
▫ Thus the message and (positioning): „The Healthy Oil for
Healthy People‟
• Media: Primary media: Television ad 30 seconds. Print ad

• Measurement:
▫ Within 6 months, Sundrop became the largest selling refined
sunflower oil.
▫ Redefined the category and expanded the Sunflower oil
segment from 2.71% to 23% in 6 months, and 42% in 2016
▫ Still the largest selling sunflower oil brand holds 15% of
branded oil market.
▫ The ad was shown for over 10 years as the main theme film.

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