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Bmgt 411 week_11
1. BMGT 411: Week 11
Kottler:
• Chapters 16 - Mass Communications and Advertising
!
Social Media and Influence Marketing
!
2. Chapter 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?
10. 1. Developing an
Advertising Program (Campaign): Mission
• Advertising: Any paid form of non personal presentation and promotion of a
product by an identified sponsor
1.Setting the Advertising Objective: a specific communications task and
achievement level to be accomplished with a specific audience in a specific
period of time
•
Information Advertising: Create brand awareness and knowledge of new features of
existing products
•
Persuasive Advertising: Aims to create a liking, preference, conviction, and purchase
of a product or service
•
Reminder: Aims to stimulate repeat purchase of a product or service
•
Reinforcement: Convinces current customers they made the right choice
11. 2. Deciding on the Advertising Budget (Money)
• Stage of PLC: New products need higher budgets to increase awareness
• Market Share: Brands with high market share require less support
• Competition and clutter: Brands must advertise more heavily to be heard
among competitors and over clutter
• Frequency: The number of repetitions needed to put the brands message
across to consumers
• Product Substitution: Brands in less differentiated product classes (Beer Soft
Drinks) require heavy advertising to establish a unique image
12. 3. Developing the
Advertising Campaign (Message)
• Starts with a Creative Brief
• Creative brief serves as a guide on how to develop creative
• Key messages
• Product positioning
• Competitive atmosphere
• Target audience
• Media recommendation
13. 4. Choosing Media
• Choosing Media: Finding the most cost effective media to deliver the desired
number and type of exposures to the target audience
• Reach: The number of different persons or households exposed to a
particular media schedule at least once during a specific time period
• Frequency: The number of times within a specified time period that an
average person or household is exposed to the message
• GRP (Gross Ratings Point) = Reach x Frequency
• If you reached 50 people 5 times during a campaign, the GRP’s would
be 250
14. 4. Choosing Media
• Media Schedule Patterns
• Continuity: Ads appear evenly throughout campaign
• Concentration: Spending all ad dollars in one season - example - holiday
• Flighting: Advertising during a period, taking time off, then advertising
again
• Pulsing: Advertising consistently at lower rates, reinforced by periods of
heavier activity
15. 4. Choosing a Media Type
Medium
TV
# Options
4,494 local TV stations, regional/national/ international cable networks
Radio
26,980 broadcast, streaming or satellite stations
Magazines
24,744 consumer or business magazines
Newspapers
1,397 local newspapers
Internet
233,000,000 registered domain names
Mobile
3,000,000 mobile-ready websites
19. 4. Choosing a Media Type
75%
56%
38%
19%
0%
6am-9am
9am-5pm
Radio
Newspaper
Online News
Online Entertainment
Movies on TV Set
5pm-8pm
8pm-11pm
TV
Magazines
Social Media
Online shopping
Online Games
11pm-2am
24. Television Media Buying
1. National Broadcast TV: Spot shown everywhere, during a specific program
2. Spot TV: A local spot bank for regional brands to advertise during key
programs. Less expensive than a national buy
3. National Cable: Spots delivered nationwide on specific channels
4. Local Cable: Can target down to the zip code, high regional messages with
a lower cost
25. 4. Television Media Buying
Activities done on Tablets while watching TV % of Tablet Owners 13+
13+
13-17
18-34
35-54
55+
Male
Female
eMail
61%
52%
58%
65%
65%
58%
64%
Social Networking
47%
62%
50%
47%
33%
44%
50%
Info on TV show viewing
37%
37%
36%
38%
34%
39%
34%
Check Sport Scores
34%
34%
36%
34%
32%
44%
24%
Look for info on ad saw on TV
27%
29%
28%
27%
22%
25%
28%
Look for info on deals from ad
saw on TV
22%
22%
29%
21%
14%
21%
24%
26. Television Media Buying
Weekly Time Watching Video by Age
(Hours:Minutes)
P2+
K2-11
T12-17
A18-24
A25-34
A35-49
A50-64
A65+
Traditional TV (Live + TSV)
33:43
24:09
22:14
25:34
29:55
34:16
42:16
47:13
Time Shifted TV (TSV) only
2:34
1:57
1:31
1:40
3:18
3:19
3:06
1:53
Video on the Internet (PC/
Laptop)
0:30
0:08
0:23
0:51
0:54
0:40
0:25
0:12
Video on Mobile Phone
0:08
NA
0:14
0:14
0:15
0:07
0:02
<0:01
27. Radio Advertising
• Drive Time is the heaviest listener time
• AM Drive - 6 - 9 am
• PM Drive - 4 - 7 pm
• In April 2012, Pandora generated:
•
- 57 million monthly unique users
- 15 million average daily listeners
- 2hrs:15mins average time spent
listening per usage day
National coverage with local scale in some
markets
- Potential to be used as a “station”
on a Local Radio plan in markets
that have enough reach/coverage
• Fastest growing music brand in
•
•
the world, offering 15MM+ songs
Socializing audio listening,
notifying friends of music
consumers listen to, offering
listening lounges, etc.
Rapidly growing, with more than
half the number of Pandora’s web
listeners* in less than on year’s
time
• Local and Nationally Syndicated
•
•
Radio with terrestrial beginnings are
also players in the streaming market
Scale is growing and there for some
stations
Local connections and personalities
still matter, built in audiences
28. 5. Measuring Sales Impact of Advertising
• Share of Advertising Expenditure: Amount spent on advertising
• Share of Voice: Proportion of company advertising a product compared to all
advertising of that product
• Share of mind and heart: Space earned by advertising in a consumers
mindset - how often they think of you or consider you3
• Share of market: Or Market share, your % of sales compared to competitors
29. What is Sales Promotion?
• Sales promotion 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.
33. Why Sponsor Events?
• To identify with a particular target market or life style
• 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
34. Public Relations
• Launching new products
• Repositioning a mature product
• Building interest in a product category
• Public relations tools:
–
–
–
–
–
–
News, speeches
Special events
Mobile marketing
Published materials
Website
Public service activities
• Influencing specific target groups
• Defending products that have encountered public problems
• Building the corporate image in a way that reflects favorable on products
42. FACEBOOK
• Due
to audience size, facebook is must for every brand
• Facebook
audience is varied - content should be customized
by audience
• Mobile
is a key growth metric for facebook - more people
now access facebook on mobile than on desktop
• The
average time spent on facebook is 20 minutes
51. CUSTOMER EXPERIENCE
• Brands
monitor and collect
feedback using twitter
• Most
call centers have
been rebranded care
centers or social media
command centers
• Customers
demand
responses - day or night
68. WIGLE WHISKEY SOCIAL
MEDIA STRATEGY
• Who
do you want to reach?
• What
do you want to say?
• When
do you want to say it?
• How
will you engage?
• What
• How
tools will you use?
will you measure?
