Nonpersonal Communications:
Advertising, PR
&
Sales Promotion
Dr. John Gaskins
Advertising Objectives
TYPE OF
MESSAGE
PRODUCT
INSTITUTIONAL
Pioneering
(Informative)
Primary demand
(for category)
Establish/change
company/category
identity
Competitive/
comparative
(Persuasive)
Selective demand
(for brand)
Between
companies/categories
Reminder
Maintain top-ofmind, identity;
Reduce cognitive
dissonance
Summarize previous
messages
Nonpersonal Communications
Dr. John Gaskins
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Advertising Generation
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Dr. John Gaskins
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Message Appeal
Features vs. Benefits
Effect vs. Affect
Criteria
• Meaningful to the target market
• Distinctive - clutter
• Believable - credibility of
spokesperson or source
Nonpersonal Communications
Dr. John Gaskins
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Message Execution
Tone
Style
Structure
Spokesperson
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Dr. John Gaskins
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Message Execution:
Tone
Positive or negative (e.g. Fear)
Sex works with sexually oriented
products, otherwise distracts
Humor
• More general
• Less likely to distract
• Generates positive feelings
• Don’t make the joke the message
Nonpersonal Communications
Dr. John Gaskins
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Message Execution:
Style
Slice-of-life
Life style
Fantasy
Mood or image
Musical
Personality symbol
Technical expertise (of sponsor)
Scientific evidence
Testimonial
Nonpersonal Communications
Dr. John Gaskins
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Message Execution:
Structure
One-sided
vs.
Two-sided
 Draw
Leave it
a
vs.
to
conclusion
the receiver
Strongest argument first or last
Communicate a simple idea
• Less danger of noise or misinterpretation
Nonpersonal Communications
Dr. John Gaskins
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Message Execution:
Spokespeople
Criteria: “Q rating”
• Expertise
• Trustworthiness
• Likability
Celebrities
• Good if reason for celebrity is closely
related to the product
• Danger of fall in popularity
Professionals
“Folks like me”
Nonpersonal Communications
Dr. John Gaskins
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Choosing Ad Media
(pg. 367)
Nonpersonal Communications
Dr. John Gaskins
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Media Issues
Key considerations
• Coverage
• Selectivity
• Persistence
• Quality of image/sound
Vehicle
• Media outlet
• Section or program within the outlet
Nonpersonal Communications
Dr. John Gaskins
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Media:
Interactive Ads
 Web
• 2-way communication vs. intrusion
• “Richness” vs. band width, access
 Forms
•
•
•
•
•
Banners
Keyword ads
Advertorials
Interstitials
Pop-ups/-unders
 Effectiveness
• Impressions
• Hits & Click-through
• Conversion rate
Nonpersonal Communications
Dr. John Gaskins
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Media Cost/Effectiveness:
How It’s Done
 Cost per
Thousand
(CPM)
 Gross rating
points
 Reach
•
•
•
•
•
=
=
Gross rating
Cost
÷
points
(000’s)
Reach *
Frequency
TV:
A.C. Nielsen
Radio: Arbitron
Print:
Starch Roper
Within the target market
There are THREE target markets to consider!
 Frequency: at least 3
Nonpersonal Communications
Dr. John Gaskins
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Measuring Ad Effectiveness
Message research
Pretest
• Sales conviction test
• Blind product test
• Eye movement measurement
• Galvanic skin response
Posttest
• Survey: unaided & aided recall
• Inquiry test
• Split run/split cable
Nonpersonal Communications
Dr. John Gaskins
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“Zipping,” “Zapping” &
“Wearout”
Vary executions within a campaign
• Herding Cats
• Running with the Squirrels
• Building Airplanes in the Sky
Tell a story
Design visuals
Advertising in
Organizational Markets
Create a favorable climate for
salespeople
Stimulate derived demand
Project a favorable corporate image
Reach inaccessible buyers
Nonpersonal Communications
Dr. John Gaskins
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Publicity vs. Public Relations
 Various “publics” can affect firm’s ability to
reach its objectives
 Nonmarketing public relations
• Institutional
 Marketing public relations (MPR)
• Product
 Public Service Announcements (PSA)
 Sponsorships
 Word of Mouth (WOM)
• Net Promoter Score
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“Guerrilla Marketing”
“Buzz marketing”
Viral marketing
Undercover selling
Social media marketing
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Sales Promotions
 Aim: induce immediate action
•
•
•
•
Gain attention
Induce trial
Move customers to next stage of purchase process
Hold current customers, build loyalty (Patronage
rewards)
• Selectively adjust effective purchase price
 Forms
• Retail sales promotion
• Trade sales promotion
 Keep the Attention on the Product
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Sales Promotion Methods
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Retail Sales Promotions
Purpose
Form
Gain attention/
Remind
Display (end caps, case stacks)
P-O-P materials
Contests & Sweepstakes
Induce trial/
Move to next stage in the
purchase process
Sampling
Premiums
Keep current customers/
Build loyalty
Patronage rewards
Adjust price
Cents-off
Rebates
Premiums
Coupons
Demonstrations
Price packs
Coupons
Dr. John Gaskins
22
Trade Sales Promotions
Sales meetings
Trade shows
Sales contests
Store demonstrations
Dealer contests & premiums
“Push” money
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Dr. John Gaskins
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Measuring Effectiveness:
The Promotional “Bump”
 During the promotion
• Promotion “lift”
• Primary demand
•
•
•
Increase consumption
One time purchase by traditional nonusers
Switch categories
• Selective demand
•
•
Switch brands
Switch stores
 After the promotion
• Length, depth of post-promotion slump
• Long term level
IMC
Dr. John Gaskins
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