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MKT337 - 04855 - Class 18 - Chap 17 - 032212 - Advertising and Public Relations

Course: MKT 337, Spring 2012
School: University of Texas
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17 Advertising Chapter and Public Relations MKT 337 Section 04855 Class #18 March 22, 2012 The Marketing Process: Initiating the Process Strategic Planning 2 Marketing Environment Buyer Behavior 4 Segmentation - Targeting - Positioning 6 7 8 Creating Value Product Place 10 11 12 13 14 15 Promotion 16 17 18 Price 19 20 Capturing Value Customer Relationship Management 1 3 5...

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17 Advertising Chapter and Public Relations MKT 337 Section 04855 Class #18 March 22, 2012 The Marketing Process: Initiating the Process Strategic Planning 2 Marketing Environment Buyer Behavior 4 Segmentation - Targeting - Positioning 6 7 8 Creating Value Product Place 10 11 12 13 14 15 Promotion 16 17 18 Price 19 20 Capturing Value Customer Relationship Management 1 3 5 Overview Ethics Global Bill Peterson, 2012 21 9 22 Research Digital Marketing Slide 2 Todays BIG Ideas: The different types of advertisements The steps associated with creating advertising The roles of public relations Bill Peterson, 2012 Slide 3 For Next Class (3/27/12): Read Chapter 18 in MKTG5 Read TBD reading (to be posted on Blackboard over the weekend) Bill Peterson, 2012 Slide 4 Advertising: From Chapter 16: Bill Peterson, 2012 Slide 5 Types of Advertisements: Product Pioneering Competitive Reminder Institutional Advocacy Pioneering Competitive Reminder Bill Peterson, 2012 Slide 6 Types of Advertisements: Product Pioneering Competitive Reminder Institutional Advocacy Pioneering Competitive Reminder Bill Peterson, 2012 Slide 7 Types of Advertisements: Product Pioneering Competitive Reminder Institutional Advocacy Pioneering Competitive Reminder Bill Peterson, 2012 Slide 8 Types of Advertisements: Product Pioneering Competitive Reminder Institutional Advocacy Pioneering Competitive Reminder Bill Peterson, 2012 Slide 9 Types of Advertisements: Product Pioneering Competitive Reminder Institutional Advocacy Pioneering Competitive Reminder Bill Peterson, 2012 Slide 10 Types of Advertisements: Product Pioneering Competitive Reminder Institutional Advocacy Pioneering Competitive Reminder Bill Peterson, 2012 Slide 11 Types of Advertisements: Product Pioneering Competitive Reminder Institutional Advocacy Pioneering Competitive Reminder Bill Peterson, 2012 Slide 12 Developing an Advertisement: Objectives Bill Peterson, 2012 Benefits/ Appeals Executional Style Media Selection Scheduling Evaluation Slide 13 Objectives: From Chapter 16: Bill Peterson, 2012 Slide 14 Advertising Appeals: Considerations Criteria Advertising Appeal Desirable Exclusive Believable The answer to the question: Why should I buy this product? For the target customer: Decision criteria Previous experience with the category Existing knowledge of the brand Competitors positioning Results of any previous appeals used Any other relevant factors Bill Peterson, 2012 Slide 15 Advertising Appeals: Bill Peterson, 2012 Slide 16 Executional Style: Fear Emotion Sex Engagement Humor Gimmick Shock Annoying Bill Peterson, 2012 Slide 17 Media Selection: Annual US Ad Spend* $B CAGR Broad cast $34 -10% Cable $25 14% Newspapers $19 Medium TV Magazines Radio Outdoor Internet $13 $17 $6 $24 Advantages Disadvantages + Low cost per exposure + Combines sight, sound, motion + Prestigious - High absolute cost - Fleeting exposure - Less audience selectivity -12% + Timeliness + Good local market coverage - Short life span - Poor production quality -20% + Good audience selectivity + High quality color + Good longevity pass and along - Long lead time - Relatively high cost -9% + Good audience selectivity + Low cost + Most intensive exposure - Audio only - Fleeting exposure -11% + Low cost + Low message competition + High repeat exposure - Creative limitations - Low selectivity of audience 0.1% + Excellent audience selectivity + Video, audio and interactivity + Low cost - Demographically skewed audience - Unproven effectiveness * Sanford C. Bernstein & Co., BusinessWeek, 3/17/2008, Neilsen 3/13/09 Bill Peterson, 2012 Slide 18 Creative Decisions in Advertising: Objectives Product Benefits Direct Mail $1.00 Executional Style Media Selection Scheduling Cost per Contact Appeals $.10 Newspapers $.01 Display Magazines Paid Search TV Radio Outdoor Email $.001 Evaluation Organic Search 0 Low High Selectivity Bill Peterson, 2012 Slide 19 Scheduling: Annual advertising budget = $100,000 30-second TV commercial = $1,000 100 spots Continuous Media Schedule: Target 4 Target 3 Target 2 Target 1 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Rule of sevens Bill Peterson, 2012 Slide 20 Scheduling: Flighted (or Seasonal) Media Schedule: Target 4 Target 3 Target 2 100% Target 1 Jan Ad Recall 75% Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Apr May Jun Jul Aug Sep Oct Nov Dec Oct Nov Dec Pulse Scheduling: Target 4 50% Target 3 Target 2 25% Target 1 Jan 0% 0 1 2 Day 3 4 Source: Arbitron, Inc. Feb Mar Reduced Reach, Increased Frequency: Target 4 Target 3 Target 2 Target 1 Jan Bill Peterson, 2012 Feb Mar Apr May Jun Jul Aug Sep Slide 21 Scheduling: Efforts to increase frequency: Bill Peterson, 2012 Slide 22 Evaluation: From Chapter 5, Consumer Decision Making: Measuring Advertising Effectiveness A I D A Unaided recall Attitudes Brand preference Purchases Aided recall Retailer visits Purchase intent Repeat purchases Bill Peterson, 2012 Inquiries Word-ofmouth Slide 23 Public Relations: From Chapter 16: Bill Peterson, 2012 Slide 24 Public Relations: New Product Publicity Product Placement Consumer Education Sponsorships Cause Marketing Web Sites Crisis Management Bill Peterson, 2012 Slide 25 Public Relations: New Product Publicity Product Placement Consumer Education Sponsorships Cause Marketing Web Sites Crisis Management Bill Peterson, 2012 Slide 26 Public Relations: New Product Publicity Product Placement Consumer Education Sponsorships Cause Marketing Web Sites Crisis Management Bill Peterson, 2012 Slide 27 Public Relations: New Product Publicity Product Placement Consumer Education Sponsorships Cause Marketing Web Sites Crisis Management Bill Peterson, 2012 Slide 28 Public Relations: New Product Publicity Product Placement Consumer Education Sponsorships Cause Marketing Web Sites Crisis Management Bill Peterson, 2012 Slide 29 Public Relations: New Product Publicity Product Placement Consumer Education Sponsorships Cause Marketing Web Sites Crisis Management Bill Peterson, 2012 Slide 30 Public Relations: New Product Publicity Product Placement Consumer Education Sponsorships Cause Marketing Web Sites Crisis Management Bill Peterson, 2012 Slide 31
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University of Texas - MKT - 337
Chapter 18Sales Promotion and Personal SellingMKT 337 Section 04855Class #19 March 27, 2012The Marketing Process:Initiating theProcessStrategicPlanning2MarketingEnvironmentBuyer Behavior4Segmentation - Targeting - Positioning678Creating
University of Texas - MKT - 337
Chapter 18Sales Promotion and Personal SellingMKT 337 Section 04855Class #19 March 27, 2012The Marketing Process:Initiating theProcessStrategicPlanning2MarketingEnvironmentBuyer Behavior4Segmentation - Targeting - Positioning678Creating
University of Texas - MKT - 337
Chapters 19 and 20PricingMKT 337 Section 04855Class #20 and 21 March 29 and April 3, 2012Pricing for Laser Eye Surgery: Bill Peterson, 2012Slide 2The Marketing Process:Initiating theProcessStrategicPlanning2MarketingEnvironmentBuyer Behavio
University of Texas - MKT - 337
Chapter 9Market ResearchMKT 337 Section 04855Class #23 and 24 April 10 and 12, 2012Slide 2 Bill Peterson, 2012Slide 33D Theaters in Katy, Texas:? Bill Peterson, 2012Slide 4Three Approaches to Decision Making in Business:1. GuessDo anything2.
University of Texas - MKT - 337
MKT 337 Exam 3 Study Outline 04/05/12Chapter 16: Integrated Marketing Communications How to select promotional mediums (advertising, PR, sales promotion, etc.) and construct apromotional mix for a given marketing opportunity (promotional goals, stage o
University of Texas - MKT - 337
John SmithUTEID: JS123MKT337 Section 04855Article: Bottled-Water Price War Heats Up as Demand Falls (Wall Street Journal, August 31,2009,http:/global.factiva.com.ezproxy.lib.utexas.edu/aa/?ref=WSJO000020091006e58v00152&pp=1&fcpil=en&napc=p&sa_from)S
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LAST NAME, FIRST NAME:_SECTION:_CHAPTER 6 QUIZ (V2)1. John Brown offers a mobile car wash service in Plano, TX. A basic car wash, which includeswash and dry, is $12 per car. John's variable cost total $3.75 per car, and his fixed costs equal$500 per
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LAST NAME, FIRST NAME:_SECTION:_CHAPTERS 4 AND 5 QUIZ (V2)1. Following is the GAAP income statement for Johnson and Jr., who makes a singleproduct:Revenue$574,000Cost of Goods Sold:Direct Materials$193,000Direct Labor65,000Production Supplies
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LAST NAME, FIRST NAME:_SECTION:_CHAPTERS 4 AND 5 QUIZ (V1)1. Following is the GAAP income statement for Johnson and Jr., who makes a singleproduct:Revenue$574,000Cost of Goods Sold:Direct Materials$193,000Direct Labor68,000Production Supplies
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QUIZ # 7 GRADING KEYCH 14 Job CostingVERSION A1. The expected fixed overhead is $750,000 out of a total overhead amount of $1,600,000. Thus, the remaining$850,000 constitutes variable overhead. Given the expected activity of 8,500 machine hours, we ha
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