Figure 18.

1 The Five M’s of Advertising

 Advertising Objectives

Informative Persuasive
advertising advertising

Reminder Reinforcement
advertising advertising
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
 Print Ad Components

Picture

Headline

Copy
Signature
Media Selection

• Reach
• Frequency
• Impact
• Exposure
Figure 18.2 Relationship among Trial,
Awareness, and the Exposure
Function
 Major Media Types

• Newspapers • Outdoor
• Television • Yellow Pages
• Direct mail • Newsletters
• Radio • Brochures
• Magazines • Telephone
• Internet
Figure 18.3 Classification of
Advertising Timing Patterns
 Factors Affecting Timing Patterns

• Buyer turnover
• Purchase frequency
• Forgetting rate
 Media Schedule Patterns

• Continuity
• Concentration
• Flighting
• Pulsing
Figure 18.4 Formula for Measuring
Sales Impact of Advertising
 Sales Promotion Tactics
Consumer-directed Trade-directed
• Samples • Price offs
• Coupons • Allowances
• Cash refund offers • Free goods
• Price offs • Sales contests
• Premiums • Spiffs
• Prizes • Trade shows
• Patronage rewards • Specialty
• Free trials advertising
• Tie-in promotions
Using Sales Promotions

Establish objectives

Select tools

Develop program

Pretest

Implement and control

Evaluate results
Using Sponsored Events

Establish objectives

Choose events

Design programs

Measure effectiveness
 Steps in the CEM Framework

Analyze the customer’s experiential world

Build the experiential platform

Design the brand experience

Structure the customer interface

Engage in continuous innovation

Decisions in Marketing PR

Establish objectives

Choose messages

Choose vehicles

Implement

Evaluate results