Marketing_Management_14th_Edition-min

530 PART 7 COMMUNICATING VALUE
290 radio stations and an estimated audience of 65 million; and 660 minutes of air time on
160 television stations with an estimated audience of 91 million. If this time and space had
been purchased at advertising rates, it would have amounted to $1,047,000. 89
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. It also ignores the
effects of electronic media. Publicity’s goal is reach, not frequency, so it would be more useful to
know the number of unduplicated exposures across all media types.
A better 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?
Summary
1. Advertising is any paid form of nonpersonal presentation
and promotion of ideas, goods, or services by an identified
sponsor. Advertisers include not only business firms
but also charitable, nonprofit, and government agencies.
2. Developing an advertising program is a five-step
process: (1) Set advertising objectives, (2) establish a
budget, (3) choose the advertising message and creative
strategy, (4) decide on the media, and (5) evaluate
communication and sales effects.
3. Sales promotion consists of mostly short-term incentive
tools, designed to stimulate quicker or greater purchase of
particular products or services by consumers or the trade.
4. In using sales promotion, a company must establish its
objectives, select the tools, develop the program,
pretest the program, implement and control it, and evaluate
the results.
5. Events and experiences are a means to become part of
special and more personally relevant moments in consumers’
lives. Events can broaden and deepen the
sponsor’s relationship with its target market, but only if
managed properly.
6. Public relations (PR) includes a variety of programs designed
to promote or protect a company’s image or its
individual products. Marketing public relations (MPR), to
support the marketing department in corporate or
product promotion and image making, can affect public
awareness at a fraction of the cost of advertising and is
often much more credible. The main tools of PR are
publications, events, news, community affairs, identification
media, lobbying, and social responsibility.
Applications
Marketing Debate
Should Marketers Test Advertising?
Advertising creatives have long lamented ad pretesting.
They believe it inhibits their creative process and results in
too much sameness in commercials. Marketers, on the
other hand, believe pretesting provides necessary checks
and balances to ensure the ad campaign will connect with
consumers and be well received in the marketplace.
Take a position: Ad pretesting in often an unnecessary
waste of marketing dollars versus Ad pretesting provides
an important diagnostic for marketers as to the
likely success of an ad campaign.
Marketing Discussion
Television Advertising
What are some of your favorite TV ads? Why? How effective are
the message and creative strategies? How are they creating
consumer preference and loyalty and building brand equity?