Marketing

• --Product/ brand placements: marketing communication activity in which companies have their products embedded in movies, TV shows, and other entertainment vehicles
• --Advertising: non-personal communication an identified sponsor pays for that uses mass media to persuade or inform audience
• --A potent force that creates desire for products, it transports us to imaginary worlds where the people are happy, beautiful, or rich
• --Allows organization to communicate its message in a favorable way and to repeat the message as often as it deems necessary to have an impact on
• receivers

Message that focuses on a specific good or service

• Promotes the activities, personality, or point of view of an organization or company
• Advocacy advertising: a type of public service advertising an organization provides that seeks to influence public opinion on an issue because it has some stake in the outcome
• Public service advertisements (PSAs): the media run free charge for not for profit organizations or to champion a particular cause

• Local businesses advertise to encourage customers to shop at a specific store or use a local service
• Informs about store hours, location, and products

Some marketers encourage consumers to contribute to their ads

• Step 1: Understand the Target Audience
• Step 2: Establish Message and Budget Objective
• Step 3: Create the Ads
• Step 4: Pretest What the Ads Will Say
• Step 5: Choose the Media Types and Media Schedule

• To understand as much as possible about them and what turns them on and off
• Most directed toward customers
• Identify the target audience for an advertising campaign from research related to a segmentation strategy

• Consistent with the overall communication plan
• The underlying message and its cost need to relate to what the marketer is trying to say about the product
• Set Message Objectives
• Set Budget Objectives

• Advertising can inform, persuade, and remind
• Aim to make the customer knowledgeable about features of the product or how to use it
• Persuade consumers to like a brand or to prefer one brand over the competition
• But many ads simply aim to keep the name of the brand in front of the consumer

• Allocate a percentage of its overall communication budget to advertising
• Firms today are reducing their expenditures on traditional media and spending more on alternative media
• The percentage of sales and objective task methods also set advertising budgets

• Creative strategy: process that turns a concept into an advertisement
• Figure out how to say it
• A concept that expresses aspects of the good, service, or organization in a tangible, attention getting, memorable manner

• Reasons why – the USP: a unique selling proposition (USP) gives consumers a single, clear reason why one product is better to solve a problem
• Format focuses on a need and points out how the product can satisfy
• Effective if there is some clear product advantage that consumers can readily indentify

• comparative advertisement explicitly names one or more competitors
• Risk of turning off consumers who don’t like the negative tone
• Best for brands that have a smaller share of the market and for firms that can focus on a specific feature that makes them superior to a major brand

ad shows a product “in action” to prove that it performs as claimed

a celebrity, an expert, or a “man in the street” states the product’s effectiveness

• format present a dramatizes scene from everyday life
• For everyday products

• highlights the negative consequences of not using a product
• Create concern for social harm or disapproval

• humorous can be an effective way to break through advertising clutter
• Different cultures also have different sense of humor

link the brand to a simple linguistic device that is memorable

• Pretesting: a research method that seeks to minimize mistakes by getting consumer reactions to ad messages before they appear in the media
• Information comes from quantitative sources, such as surveys, and qualitative sources, such as focus groups
• Measure ads effectiveness

• Media planning: is a problem solving process of developing media objectives, strategies, and tactics for getting a message to a target audience in the most effective way.
• First task for a media planner is to find out when and where people in the target market are most likely to be exposed to the communication
• Aperture: the best place and time “window” to reach the target market group
• The choice depends on the specific target audience, the objective of the message, and of course, the budget

• that specifies the exact media to use for the campaign as well as when and how often the message should appear
• Outlines the planner’s best estimate of which media will be most effective in the attaining the advertising objectives and which specific media vehicles will do the most effective job

the degree to which the target market will see an advertising message in a specific medium

• number of people who will be exposed to a message placed in a one or more media vehicles
• To calculate the exposure a message will have if its placed on a certain media vehicle, planners consider two factors:
• Reach
• Frequency

is the percentage of the target market that will be exposed to the media vehicle at least once

the average number of times that these members of the target market will be exposed to the message

a measure used for comparing the effectiveness of different media vehicles: average reach *frequency

a measure used to compare the relative cost-effectiveness of different media vehicles that have different exposure rates; the cost to deliver a message to 1000 people or homes

• Continuos Schedule
• Pulsing Scheduling
• Flighting

• Maintains a steady stream of advertising throughout the year
• Most appropriate for products that we buy on a regular basis
• Issue: ware out

• varies the amount of advertising throughout the year based on the products is likely to be in demand
• Issue: retention

an extreme form of pulsing; advertising appears in short, intense burst alternating with periods of little to no activity

• Posttesting: means conducting research on consumers's responses to advertising messages they have seen or heard
• Unaided recall
• Aided recall
• Attitudinal measures

remembers seeing an ad during a specified period without giving the person the name of the brand

show a group of consumers a list of brands and ask them to choose which items they have seen advertised within the past week

testing consumers beliefs or feelings about a product before and after they are exposed to messages about it

• Is the communication function that seeks to build good relationships with an organization’s publics, these include consumers, stockholder in the organization
• Strategies are crucial to an organization’s ability to establish and maintain a favorable image

• activates stem from the company’s marketing objectives
• Publicity: unpaid communication about an organization that gets media exposure
• Firm’s publicists need to create a buzz

• To manage the flow of information to address concerns so that consumers don’t panic and distributors don’t abandon the product
• A single negative event can cause permanent damage to company, the success f its products, and its stockholder equity

document that details what an organization will do if a crisis occurs

• Introduce new products to manufactures
• Introduce new products to consumer
• Influence government legislation
• Enhance the image of organization
• Enhance the image of a city, region, or country
• Call attention to a firm’s involvement with the community