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Marketing Communications - Chapter 14

Tham khảo tài liệu 'marketing communications - chapter 14', kinh doanh - tiếp thị, internet marketing phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả Other Advertising Media CHAPTER 14 © 2010 South-Western, a part of Cengage Learning PowerPoint Presentation by Charlie Cook All rights reserved. The University of West Alabama Eighth Edition Chapter Objectives After reading this chapter you should be able to: 1. Explain why postal mail advertising is an efficient and effective ad medium. 2

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  1. Other Advertising Media CHAPTER 14 © 2010 South-Western, a part of Cengage Learning PowerPoint Presentation by Charlie Cook All rights reserved. The University of West Alabama Eighth Edition
  2. Chapter Objectives After reading this chapter you should be able to: 1. Explain why postal mail advertising is an efficient and effective ad medium. 2. Understand p-mail’s five distinctive features compared to mass forms of advertising. 3. Appreciate the role of database marketing, data mining, and lifetime-value analysis. 4. Appreciate branded entertainment and brand placements in various venues (movies, TV, etc.). 5. Appreciate the value of yellow-pages advertising. © 2010 South-Western, a part of Cengage Learning. All rights reserved. 14–2
  3. Chapter Objectives (cont’d) After reading this chapter you should be able to: 6. Recognize the growth and role of video-game advertising (advergaming). 7. Understand the role of cinema advertising. 8. Appreciate the potential value of various “alternative” ad media. © 2010 South-Western, a part of Cengage Learning. All rights reserved. 14–3
  4. Framework for Various Forms of “Other” Advertising Table 14.1 • Direct Advertising via Postal Mail • Brand Placements in Movies, in TV Programs, and Elsewhere • Yellow-Pages Advertising • Video-Game Advertising (Advergaming) • Cinema Advertising • Potpourri of Alternative Ad Media © 2010 South-Western, a part of Cengage Learning. All rights reserved. 14–4
  5. Direct Advertising via Postal Mail • Postal Mail (P-mail) Advertising  Is any advertising matter the postal service delivers to Is the person whom the marketer wishes to influence. the Letters, postcards, programs, calendars, folders, catalogs, Letters,  videocassettes, blotters, order blanks, price lists, and menus. videocassettes, • Why Use P-mail  Less expensive than television advertising  Better targeting of messages to desired prospects  Easier identification of prospects who purchased Easier advertised product advertised © 2010 South-Western, a part of Cengage Learning. All rights consumers toward mail ads  Favorable attitudes of reserved. 14–5
  6. Illustrations of Successful P-mail Illustrations Campaigns Campaigns Highly Successful Direct Mail Campaigns Stacy’s Caterpillar 414E The Saab Pita Chip Industrial Loader 9–5 Campaign Campaign Campaign (Consumer Packaged Good) (B2B) (Consumer Durable Good) © 2010 South-Western, a part of Cengage Learning. All rights reserved. 14–6
  7. P-mail’s Distinctive Features Targetability Accountability Measurability Efficiency Flexibility © 2010 South-Western, a part of Cengage Learning. All rights reserved. 14–7
  8. What Functions Does P-mail Accomplish? • P-mail Campaigns Can: 1. Increase sales and usage from current customers 2. Sell products and services to new customers 3. Build traffic at a specific retailer or Web site 4. Stimulate product trial with promotional offers and incentives 5. Generate leads for a sales force 6. Deliver product-relevant information and news 7. Gather customer information that can be used in building a Gather database database 8. Communicate with individuals privately to minimize the Communicate likelihood of competitive detection likelihood © 2010 South-Western, a part of Cengage Learning. All rights reserved. 14–8
  9. The Special Case of Catalogs • Effects of Catalogs  Two-thirds of recipients visit cataloguer’s web site  Sales to catalog recipients are 150% greater  Catalog recipients buy more items and spend more Catalog money money • Advantages of Using Catalogs  Saves time  No fear for security  No shopping pressure  Ease of purchasing No  Comparable goods  Attractive guarantees © 2010 South-Western, a part of Cengage Learning. All rights reserved. 14–9
  10. Growth in Catalog Marketing Factors in the Slowdown in the Growth Rate of Catalog Marketing Waning interest Increased cost of Third-class postal in catalogs catalog marketing rates increases © 2010 South-Western, a part of Cengage Learning. All rights reserved. 14–10
  11. Audiovisual Advertising • Audiovisual Advertising Audiovisual  Involves the use of electronic devices to present Involves audiovisual advertising messages captured in the form of videotapes, CD-ROMs, or DVDs. form  Appears to be both more effective and less expensive Appears than print advertising delivered via direct mail. than  Research shows customers are less likely to throw Research away these mailings than a brochure or other printed material. material. © 2010 South-Western, a part of Cengage Learning. All rights reserved. 14–11
  12. The Use of Databases • Benefits of an Up-to-date Database  Directs advertising efforts to the best prospects for a Directs company’s products or services company’s  Offers varied messages to different groups of Offers customers customers  Creates long-term relationships with customers  Enhances advertising productivity  Provides the capability to calculate the lifetime value Provides of a customer or prospect of © 2010 South-Western, a part of Cengage Learning. All rights reserved. 14–12
  13. The Use of Databases (cont’d) • Customer Lifetime Value  Is valuing each present or prospective customer is Is viewed not as an address but as a long-term asset viewed  Is the net present value (NPV) of the profit that a firm Is could realize on average new customer during a given number of years given • Augmenting the Lifetime Value of Customers  Increase the retention rate  Increase the referral rate  Enhance the average purchase volume per customer © 2 Cut direct costs for distribution channel 010 South-Western, a part of Cengage Learning. All rights  Reduce marcom costs Reduce reserved. 14–13
  14. Customer Lifetime-Value Analysis Table 14.2 Note: Discount rate assumes an interest rate of 20 percent: D = (1 + i)n © 2010 South-Western, a part of Cengage Learning. All rights reserved. 14–14
  15. The Use of Databases (cont’d) • Database Mining  The computerized process of discovering hidden facts The (i.e., revealing relationships among customer buying behavior variables) contained in a firm’s databases. behavior • Database Manipulation and Mail Targeting  R-F-M system of point values Recency of a customer’s purchase  Frequency of a customer’s purchases  Monetary value of a customer’s purchases  © 2010 South-Western, a part of Cengage Learning. All rights reserved. 14–15
  16. The Use of Databases (cont’d) • RFM System in Application  Testing effectiveness: Categorize customers into quartiles or quintiles cells  Take a representative random sample from each cell  Distribute a catalogue, brochure or other p-mailing  Provide sufficient time for sampled customers to respond Provide  Determine response rate and average expenditure per cell  Project these statistics to full membership  Based on response-rate and average-expenditure and with Based  knowledge of the cost of distributing the mailing, calculate whether this mailing is a profitable proposition whether  Decision rule: Target direct mailing only to those cells whose © 2010 South-Western, a outstrips mailing expense part of revenue potential revenue Cengage Learning. All rights reserved. 14–16
  17. Brand Placements in Movies Brand and TV Programs and • Brand Placement (Branded Entertainment)  Shows evidence of limited but growing effectiveness  Builds brand awareness and enhances recall Builds  Provides a peripheral route of persuasion Provides  Is low risk in that it: Is less intrusive that ads  Is less like to be rejected by younger consumers  Enhances the brand image when appropriately placed   Can be detrimental if placement control is lost © 2 Can be difficult to part of 010 South-Western, a calculate its effectiveness and ROI Cengagebecoming All rights  Is Learning. more expensive reserved. 14–17
  18. Brand Placements in Movies Brand and TV Programs (cont’d) and • Factors determining the value of a brand Factors placement: placement:  The amount of onscreen time and foreground or The background positioning of the brand in a scene background  Whether characters use the brand, mention it, and Whether exclaim its virtues exclaim  Whether the brand appears during an important plot Whether point point • Younger consumers appear to be the most Younger © responsive to brand placement in movies responsive 2010 South-Western, a part of Cengage Learning. All rights reserved. 14–18
  19. Yellow-Pages Advertising • Yellow Pages  Is an online and print ad medium for both local and Is national advertisers that 60% of consumers use weekly to: weekly Save time when they are seeking a product or service Save  supplier and are prepared to make a purchase supplier Save energy and money  Find information quickly  • Typical Users  Are in the 25-to-49 age category  Are college educated © 2010 South-Western, a part of  Have household incomes of $60,000 and up Cengage Learning. All rights reserved. 14–19
  20. Yellow-Pages Advertising (cont’d) • Distinguishing Features of Yellow-Pages Distinguishing Advertising Advertising  Ads actively sought by consumers  Quality of ad placements determined by ad size and Quality long-term participation of advertisers long-term  Creative limits on ad format and for entire year  Annualized method of purchasing ad space © 2010 South-Western, a part of Cengage Learning. All rights reserved. 14–20
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