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Marketing Management

Marketing Management. 27 th of June 2011. Advertising and Public Relations. Developing Advertising Strategy. Selecting Advertising Media Four Major Advertising Media Selection Decisions: Deciding on Reach, Frequency, and Impact Choosing Amongst Major Media Types

kenneth-mooney
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Marketing Management

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  1. Marketing Management 27th of June 2011

  2. Advertising and Public Relations

  3. Developing Advertising Strategy • Selecting Advertising Media Four Major Advertising Media Selection Decisions: • Deciding on Reach, Frequency, and Impact • Choosing Amongst Major Media Types • Selecting Specific Media Vehicles • Deciding on Media Timing

  4. Selecting Advertising Media • Deciding on Reach, Frequency, and Impact • Reach is the % of target market people exposed to the ad at a given time • Frequency is the no. of times the avg person in the target market is exposed to the message • Media Impact is the qualitative value of the message exposure through a given medium • Advertisers want media that engages consumers rather than just reach them • Engagement generally happens inside the consumer not inside the medium • Engagement enables you to start founding a relationship

  5. Selecting Advertising Media • Choosing Amongst Major Media Types • Media planner is responsible for knowing the reach, frequency and impact of all media types • Media planners need to choose media which will effectively and efficiently present the message to the target consumer • Need to consider the medium’s impact, message effectiveness and costs • Media mix has to consistently be re-examined because of shifts taking place in the media scene • Alternative media can save costs and be better target your consumers • Media multi taskers are a growing global trend

  6. Choosing Amongst Major Media Types

  7. Selecting Advertising Media • Selecting Specific Media Vehicles • These are specific media within general types e.g. TV vehicles are news, soapies, sports etc • Media planner must consider cost per thousand people reached by the vehicle • Media with the lowest cost per thousand for reaching target consumers is favoured • Costs of production for various media must also be considered • Media planner must balance media costs against several media effectiveness factors: • Audience quality • Audience engagement • Editorial quality

  8. Selecting Specific Media Vehicles

  9. Selecting Advertising Media • Deciding on Media Timing • Deciding how to schedule advertising over an annual period • Sometimes seasonal advertising is favoured to follow seasonal sales or to flatten sales throughout the year • Advertisers also have to consider the pattern of the adverts: • Continuity – scheduling evenly throughout a period • Pulsing – scheduling unevenly over a given time period

  10. Evaluating Advertising Effectiveness and ROI • How do we know we’re spending the right amount on advertising? and What return are we getting on our advert investments? • Advertisers always need to evaluate 2 advertising results: • Communication effects: is the ad message being communicated well • Profit and Sales effects: How are the sales affected by the advert and its messaging • Measuring the effectiveness of advertising is still not an exact science – too difficult to measure • No real metrics available for advertisers to use apart from consumer responses and product sales • Judgement and Qualitative analysis is still popular

  11. Other Advertising Considerations • Two important functions: • Organising the advertising function and Adapting advertising strategies for International markets • Organising for Advertising • Who and which department looks after advertising • International Advertising Decisions • Unique characteristics of different country markets • Some companies have standard worldwide advertising • Benefits of standardisation – lower costs, greater global coordination, consistent worldwide image • Disadvantages of standardisation – countries have different cultures and demographics, different economic conditions

  12. Other Advertising Considerations • Advertising Agency: A marketing services firm that assists companies in planning, preparing, implementing and evaluating portions or all advertising programs • Think globally and act locally – means of overcoming limitations of standardisation • Develop global advertising strategies to make worldwide advertising more efficient and consistent • Adapt the strategies to make them responsive to consumer needs within a local market • Global Advertising Challenges • Media costs and availability differ from country to country • Advertising practice regulations differ • Systems, laws which define company advertising • Specific advertising must be adapted to meet local cultures, customs, media characteristics and advertising regulations

  13. Public Relations

  14. Public Relations • Public Relations: building good relations with the company’s various publics through favourable publicity, building a good corporate image, and handling unfavourable rumours, stories and events • Functions of Public Relations: • Press Relations • Product Publicity • Public Affairs • Lobbying • Investor Relations • Development • PR is used to promote products, people, places, ideas, activities, organisations and nations • Companies use PR to build good relations with consumers, investors, media and the community

  15. Role and Impact of PR • PR can achieve great awareness at far lower costs than advertising • Space and time in the media isn’t paid for • In house interesting stories can be developed and picked up by numerous media • PR has more credibility than advertising • The limited and scattered use of PR makes people refer to it as a marketing step child • Sometimes PR related product marketing objectives are ignored because of publics involvement • PR can be an extremely powerful brand building tool • PR and Advertising should work collectively as part of the IMC program to build brands and relationships

  16. Role and Impact of PR

  17. Major Public Relations Tools • News: PR professionals create favourable news, Events and activities also create news • Speeches: planned trade associations, press conferences • Special Events: opening functions, conferences, awards • Audiovisual Materials: DVDs, slide and sound programs • Corporate Identity Materials: logo’s, stationery, brochures, business cards, uniforms • Public Service Activities: donations and community involvements • Buzz Marketing and Social Networking • Websites

  18. See you next time. Cheers Guys!

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