tailieunhanh - Lecture Marketing management: Chapter 18 - Phillip Kotler, Kevin Lane Keller

Chapter 18 - Managing mass communications: Advertising, sales promotions, events and experiences, and public relations. In this chapter, we will address the following questions: What steps are required in developing an advertising program? How should sales promotion decisions be made? What are the guidelines for effective brand-building events and experiences? How can companies exploit the potential of public relations and publicity? | Kotler • Keller Phillip Kevin Lane Marketing Management • 14e Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations Chapter 18 Discussion Questions What steps are required in developing an advertising program? How should sales promotion decisions be made? What are the guidelines for effective brand-building events and experiences? How can companies exploit the potential of public relations and publicity? Developing Advertising Programs Buyer Motives Social Psychological Economic In developing an advertising program, marketing managers must always start by identifying the target market and buyer motives. From here they can make five major decisions, known as “the five Ms.” Figure The 5 Ms of Advertising Then they can make the five major decisions, known as “the five Ms”:Mission:What are our advertising objectives? Money: How much can we spend and how do we allocate our spending across media types? Message: What message . | Kotler • Keller Phillip Kevin Lane Marketing Management • 14e Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations Chapter 18 Discussion Questions What steps are required in developing an advertising program? How should sales promotion decisions be made? What are the guidelines for effective brand-building events and experiences? How can companies exploit the potential of public relations and publicity? Developing Advertising Programs Buyer Motives Social Psychological Economic In developing an advertising program, marketing managers must always start by identifying the target market and buyer motives. From here they can make five major decisions, known as “the five Ms.” Figure The 5 Ms of Advertising Then they can make the five major decisions, known as “the five Ms”:Mission:What are our advertising objectives? Money: How much can we spend and how do we allocate our spending across media types? Message: What message should we send? Media: What media should we use? Measurement: How should we evaluate the results? Setting the Objectives Communication Task Period of Time Audience Achievement Level To increase among 30 million homemakers who own automatic washers the number who identify brand X as a low-sudsing detergent, and who are persuaded that it gets clothes cleaner, from 10 percent to 40 percent in one year. 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 communications task and achievement level to be accomplished with a specific audience in a specific period of time. Advertising objectives are classified based on whether their aim is to inform, persuade, remind, or reinforce. These objectives correspond to different stages in the hierarchy-of-effects model outline in chapter 17. Advertising Objectives Persuade Remind Inform Reinforce Informative advertising – aims to

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