.Chapter Questions • What steps are involved in developing an advertising program? • How should sales | Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations Marketing Management, 13th ed 18 Chapter Questions What steps are involved 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? What is Advertising? Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. The Five M’s of Advertising Mission Money Message Media Measurement Advertising Objectives Informative Persuasive Reminder Reinforcement Factors to Consider in Setting an Advertising Budget Stage in the product life cycle Market share and consumer base Competition and clutter Advertising frequency Product substitutability Developing the Advertising Campaign Message generation and evaluation Creative development and execution Legal and social issues Creative Brief Positioning statement Key message Target market Objectives Key brand benefits Brand promise Evidence of promise Media Background Creative considerations Television Advantages Reaches broad spectrum of consumers Low cost per exposure Ability to demonstrate product use Ability to portray image and brand personality Disadvantages Brief Clutter High cost of production High cost of placement Lack of attention by viewers Print Ads Advantages Detailed product information Ability to communicate user imagery Flexibility Ability to segment Disadvantages Passive medium Clutter Unable to demonstrate product use Print Ad Evaluation Criteria Is the message clear at a glance? Is the benefit in the headline? Does the illustration support the headline? Does the first line of the copy support or explain the headline and illustration? Is the ad easy to read and follow? Is the product easily identified? Is the brand or sponsor clearly identified? Media Selection Reach . | Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations Marketing Management, 13th ed 18 Chapter Questions What steps are involved 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? What is Advertising? Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. The Five M’s of Advertising Mission Money Message Media Measurement Advertising Objectives Informative Persuasive Reminder Reinforcement Factors to Consider in Setting an Advertising Budget Stage in the product life cycle Market share and consumer base Competition and clutter Advertising frequency Product substitutability Developing the Advertising Campaign Message generation and evaluation Creative development and execution .
