marketing - Industrial Engineering

MA AGING MIl.S_ C MMUNICATlONS CHAPTER 18 529
IMPLEMENTING TH PLA AND EVAL !ATI G ESU S MPR's contribution to the bottom
line is difficult to measure, because it is used along with other promotional tools.
The easiest measure of MPR effectiveness is the number of exposures carried by the
media. Publicists supply the client with a clippings book showing all the media that carried
news about the product and a summary statement such as the following:
Media coverage included 3,500 column inches of news and photographs in 350 publi­
cations with a combined circulation of79.4 million; 2,500 minutes ofair time on290 ra­
dio stations and an estimated audience of 65 million; and 660 minutes of air time on
160 television stations with an estimated audience of91 million. If this time and space
had been purchased at advertising rates, it would have amounted to $1,047,000. 112
This measure is not very satisfying because it contains no indication of how many people
actually read, heard, or recalled the message and what they thought afterward; nor does it
contain information about the net audience reached, because publications overlap in readership.
Publicity's goal is reach, not frequency, so it would be more useful to know the number
of unduplicated exposures.
Abetter measure is the change in product awareness, comprehension, or attitude resulting
from the MPR campaign (after allowing for the effect of other promotional tools). For example,
how many people recall hearing the news item? How many told others about it (a measure
of word of mouth)? How many changed their minds after hearing it?
UMMARY :::
1. Advertising is any paid form of nonpersonal presentation select the tools, develop the program, pretest the program,
and promotion of ideas, goods, or services by an identified implement and control it, and evaluate the results.
sponsor. Advertisers include not only business firms but 4. Events and experiences are a means to become part of spealso
charitable, nonprofit, and government agencies.
cial and more personally relevant moments in consumers'
2. Developing an advertising program is a five-step process: lives. Involvement with events can broaden and deepen
(1) Set advertising objectives; (2) establish a budget; (3) the relationship of the sponsor with its target market, but
choose the advertising message and creative strategy; (4) only if managed properly.
decide on the media; and (5) evaluate communication and 5. Public relations (PR) involves a variety of programs
sales effects.
designed to promote or protect a company's image or its
3. Sales promotion consists of a diverse collection of incen­ individual products. Many companies today use markettive
tools, mostly short term, designed to stimulate quicker ing public relations (MPR) to support the marketing
or greater purchase of particular products or services by department in corporate or product promotion and image
consumers or the trade. Sales promotion includes tools for making. MPR can affect public awareness at a fraction of
consumer promotion, trade promotion, and business and the cost of advertising and is often much more credible.
sales-force promotion (trade shows and conventions, con­ The main tools of PR are publications, events, news,
tests for sales reps, and specialty advertising). In using speeches, public service activities, and identity media.
sales promotion, a company must establish its objectives,
PPLICATIONS :::
Marketing Debate Should Marketers Test Advertising?
Advertising creatives have long lamented ad pretesting. They
believe that it inhibits their creative process and results in much
sameness in commercials. Marketers, on the other hand, believe
that ad pretesting provides necessary checks and balances as to
whether an ad campaign is being developed in a way so that it will
connect with consumers and be well received in the marketplace.
Marketing Discussion
What are some of your favorite TV ads? Why? How effective are
the message and creative strategies? How are they building
brand equity?
Take a position: Ad pretesting in often an unnecessary waste
of marketing dollars versus Ad pretesting provides an impor­
tant diagnostic function for marketers as to the likely success
of an ad campaign.