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Communicating Customer Value:

Communicating Customer Value:. Advertising and Public Relations Chapter 12. George Washington Hill American Tobacco Company 1910. “ I am convinced that 50 % of our advertising is sheer waste, but I can never find out which half ”. Previewing the Concepts. Five promotion mix tools

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Communicating Customer Value:

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  1. Communicating Customer Value: Advertising and Public Relations Chapter 12

  2. George Washington HillAmerican Tobacco Company 1910 “I am convinced that 50 % of our advertising is sheer waste, but I can never find out which half”

  3. Previewing the Concepts Five promotion mix tools Ch,ch,ch,changes Advertising objectives and strategy Advertising effectiveness and evaluation Public relations

  4. The Promotion Mix • Promotion mix (also called marketing communications mix): • Advertising • Sales promotion • Personal selling • Public relations • Direct marketing

  5. the times they are a changin’ • Consumers • the wireless age • Marketing Strategy • mass marketing is dead • Communication Technology • interacting with customers

  6. “I’m not dead yet” Traditional mass marketing is in decline Costs increasing Audiences shrinking Clutter However…

  7. It’s about the mix

  8. Advertising Super Bowl XLIII – 96 million Academy Awards – 36 million American Idol – 30 million

  9. Advertising Advantages Disadvantages Impersonal One-way communication Costly • Reaches the masses • Low cost per exposure • Repetition • Legitimization

  10. Personal Selling Advantages Disadvantages Requires long-term commitment to sales force Most expensive promotion tool • Personal interaction between two or more people • Building preferences, convictions, and actions • Relationship building and two-way communication

  11. Sales Promotion Advantages Disadvantages Short-lived affects Not long term (in terms of brand preference and customer relationship) • Attracts consumer attention • Offers incentives • Dramatize product offers • Invites and rewards quick consumer response

  12. Public Relations Advantages Disadvantages Tends to be used as an afterthought • believable • Reaches people who avoid • Can dramatize a company or product • can be effective and economical

  13. Direct Marketing • Nature of direct marketing: • Many forms of direct marketing exist, but all forms share primary characteristics: • Less public • Immediate and customized • Interactive • Well suited to highly targeted marketing efforts and to building one-to-one relationships

  14. Promotion Mix Strategies

  15. Advertising Objectives Task Target Time Overall advertising goal is to build customer relationships by communicating customer value

  16. Advertising Decisions Informative advertising Persuasive advertising Comparative advertising (a special type of persuasive advertising) Reminder advertising

  17. Budgeting

  18. Developing Advertising Strategy

  19. Madison & Vine Merging advertising & entertainment The Greatest Movie Ever Sold

  20. Creative Concept

  21. Major Advertising Decisions Message Execution Styles Personality symbol Technical expertise Scientific evidence Testimonial evidence or endorsement • Slice of Life • Lifestyle • Fantasy • Mood or image • Musical

  22. Major Advertising Decisions Message execution – Calgary condominium ad:

  23. Major Advertising Decisions • Consumer-generated messages: • Benefits • collects new ideas • fresh brand perspective • relatively little expense • consumers talking and thinking about the brand

  24. Media Selection • Steps in advertising media selection: • Deciding on reach, frequency, impact • Choosing among media types • Selecting specific media vehicles • Deciding on media timing

  25. Return on Advertising Investment • Evaluating advertising involves: • Measuring the communication effects of an ad or campaign • Measuring the sales and profit effects of the ad campaign

  26. Agencies

  27. Other Advertising Considerations • International advertising issues: • To what degree should global advertising be adapted to various countries?

  28. Public Relations • Public relations departments perform the following functions: • Press relations or press agency • Product publicity • Public affairs (community relations) • Lobbying • Investor relations • Development

  29. Public Relations Major Public Relations Tools Corporate identity materials Public service activities Buzz marketing Company website • News • Speeches • Special events • Written materials • Audiovisual materials

  30. Managing Crisis

  31. Previewing the Concepts Five promotion mix tools Ch,ch,ch,changes Advertising objectives and strategy Advertising effectiveness and evaluation Public relations

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