Friends University Marketing Campaign Plan Development Reflection Paper Hi there guys, really simple and easy one. I just need a reflection paper (1 page

Friends University Marketing Campaign Plan Development Reflection Paper Hi there guys, really simple and easy one.

I just need a reflection paper (1 page only) APA Format 250-300 words, based on the readings that we will have each week (attached in PowerPoint are the chapters 20-23 that we must be reading), how it reflect on your (in this case mine) personal earning process—challenges, moments of discovery, life experiences, readings, and interactions.

If you have any concerns, In the Word document (attached) is what I need exactly.

Please don’t hesitate to ask if you guys have any questions.

Thank you guys Chapter
20
Managing Mass
Communications:
Advertising, Sales
Promotions, Events
and Experiences, and
Public Relations
Copyright © 2016 Pearson Education, Inc.
18-1
Learning Objectives
1.
What steps are required in developing an
advertising program?
2.
How should marketers choose advertising media
and measure their effectiveness?
3.
How should sales promotion decisions be made?
4.
What are the guidelines for effective brand-building
events and experiences?
5.
How can companies exploit the potential of public
relations?
Copyright © 2016 Pearson Education, Inc.
18-2
Developing and Managing
an Advertising Program
Copyright © 2016 Pearson Education, Inc.
18-3
Developing and Managing
an Advertising Program
• Setting the advertising objectives
• Deciding on the advertising budget
• Developing the advertising campaign
• Choosing media
• Evaluating advertising
effectiveness
Copyright © 2016 Pearson Education, Inc.
18-4
Setting the
Advertising Objectives
Informative
Persuasive
Reminder
Reinforcement
Copyright © 2016 Pearson Education, Inc.
18-5
Deciding on the Advertising Budget
✓ Stage in the product life cycle
✓ Market share and consumer base
✓ Competition and clutter
✓ Advertising frequency
✓ Product substitutability
Copyright © 2016 Pearson Education, Inc.
18-6
Deciding on the Advertising Budget
• Advertising elasticity
– Concave or S-shaped
Copyright © 2016 Pearson Education, Inc.
18-7
Developing the Advertising
Campaign
• Message generation and
evaluation
– Positioning of an ad—what
it attempts to convey about
the brand
– Creative brief
– Open
sourcing/crowdsourcing
Copyright © 2016 Pearson Education, Inc.
18-8
Developing the Advertising
Campaign
• Creative development and execution
– Advertising medium (television, print, and
radio advertising media)
Copyright © 2016 Pearson Education, Inc.
18-9
Developing the Advertising
Campaign
• Television ads
✓ Vividly demonstrates product attributes
✓ Persuasively explains consumer benefits
✓ Portrays usage imagery/brand
personality
✓ Product/brand can be overlooked
✓ Creates clutter
✓ Easy to ignore or forget ads
Copyright © 2016 Pearson Education, Inc.
18-10
Developing the Advertising
Campaign
• Print ads
✓ Provide detailed product information
✓ Flexibility in design and placement
✓ Can be fairly passive
✓ Newspapers popular for local ads
✓ In steady decline
✓ Poor reproduction quality
✓ Short shelf life
Copyright © 2016 Pearson Education, Inc.
18-11
Developing the Advertising
Campaign
• Print ad evaluation criteria
– Is the message clear at a glance?
– Is the benefit in the headline?
– Does the illustration support the headline?
– Does the first line of the copy support or
explain the headline and illustration?
– Is the ad easy to read and follow?
– Is the product easily identified?
– Is the brand or sponsor clearly identified?
Copyright © 2016 Pearson Education, Inc.
18-12
Developing the Advertising
Campaign
• Radio ads
✓ Occurs in the car and out of home
✓ Main advantage is flexibility
✓ Ads are relatively inexpensive
✓ Can be schedule to air quickly
✓ Effective when run in morning
✓ Can be extremely creative
✓ Can tap into the listener’s imagination
Copyright © 2016 Pearson Education, Inc.
18-13
Developing the Advertising
Campaign
• Legal and social issues
– Advertisers must not make false claims
– Must not use false demonstrations
– Must not create ads with the capacity to
deceive
– Must avoid bait-and-switch advertising
Copyright © 2016 Pearson Education, Inc.
18-14
Choosing Media
• Reach, frequency, and impact
Copyright © 2016 Pearson Education, Inc.
18-15
Choosing Media
• Total number of
exposures (E)
– Gross Rating Points
(GRP): E = R X F
• Weighted number of
exposures (WE)
– WE = R X F X I
Copyright © 2016 Pearson Education, Inc.
18-16
Choosing Media
• Choosing among major media types
Copyright © 2016 Pearson Education, Inc.
18-17
Choosing Media
• Place advertising options
Billboards
Public spaces
Product placement
Point of Purchase
Copyright © 2016 Pearson Education, Inc.
18-18
Choosing Media
• Evaluating alternate media
– Need to demonstrate reach/effectiveness
• Selecting specific media vehicles
– Media planner must choose most costeffective vehicles and must estimate audience
size, composition, media cost, and cost per
thousand persons reached
Copyright © 2016 Pearson Education, Inc.
18-19
Choosing Media
• Selecting media timing and allocation
Copyright © 2016 Pearson Education, Inc.
18-20
Choosing Media
• Selecting media timing and allocation
Continuity
Concentrated
Flighting
Pulsing
Copyright © 2016 Pearson Education, Inc.
18-21
Evaluating Advertising
Effectiveness
• Communication-effect research
– In-home tests, trailer tests,
theater tests, on-air tests
• Sales-effect research
– Historical approach
– Experimental data
Copyright © 2016 Pearson Education, Inc.
18-22
Sales Promotion
• A collection of incentive tools, mostly short
term, designed to stimulate quicker or greater
purchase of particular products or services by
consumers or the trade
Copyright © 2016 Pearson Education, Inc.
18-23
Sales Promotion
• Establishing objectives
– For consumers, retailers, and the sale force
Copyright © 2016 Pearson Education, Inc.
18-24
Sales Promotion
• Selecting consumer promotion tools
Copyright © 2016 Pearson Education, Inc.
18-25
Sales Promotion
• Selecting trade promotion tools
– Forward buying and diverting retailers
Copyright © 2016 Pearson Education, Inc.
18-26
Sales Promotion
• Selecting business and sales force promotion
tools
Copyright © 2016 Pearson Education, Inc.
18-27
Sales Promotion
• Developing the program
Incentive
size
Conditions
Total sales
promotion
budget
Duration
Timing
Distribution
vehicle
Copyright © 2016 Pearson Education, Inc.
18-28
Sales Promotion
• Implementing and evaluating the program
✓ Lead time
✓ Sell-in time
✓ Sales/scanner data
✓ Consumer surveys
✓ Experiments
Copyright © 2016 Pearson Education, Inc.
18-29
Events and Experiences
• Events objectives
1.
2.
3.
4.
5.
6.
To identify with a target market or lifestyle
To increase salience of company/product name
To create/reinforce key brand image associations
To enhance corporate image
To create experiences and evoke feelings
To express commitment to the community or on
social issues
7. To entertain key clients or reward employees
8. To permit merchandising/promotional opportunities
Copyright © 2016 Pearson Education, Inc.
18-30
Events and Experiences
• Major sponsorship
decisions
– Choosing events
– Designing sponsorship
programs
– Measuring sponsorship
activities
Copyright © 2016 Pearson Education, Inc.
18-31
Measuring
Sponsorship Programs
• Measure outcomes, not
outputs
• Define/benchmark objectives
on front end
• Measure return for each
objective
• Measure behavior
• Apply assumptions/ratios
used by other departments
• Measure results of emotional
connections
• Identify group norms
• Include cost savings in ROI
calculations
• Slice the data
• Capture normative data
Copyright © 2016 Pearson Education, Inc.
18-32
Events and Experiences
• Creating experiences
– Experiential marketing
Copyright © 2016 Pearson Education, Inc.
18-33
Public Relations
• PR department functions
– Press relations
– Product publicity
– Corporate communications
– Lobbying
– Counseling
Copyright © 2016 Pearson Education, Inc.
18-34
Public Relations
• Marketing public relations (MPR) tasks
Launching
new
products
Repositioning
mature
products
Building
interest in
product
Building
corporate
image
Defending
problem
products
Influencing
target groups
Copyright © 2016 Pearson Education, Inc.
18-35
Public Relations
• Major decisions in
marketing PR
– Establishing objectives
– Choosing messages and
vehicles
– Implementing the plan
– Evaluating results
Copyright © 2016 Pearson Education, Inc.
18-36
Public Relations
Copyright © 2016 Pearson Education, Inc.
18-37
Copyright © 2016 Pearson Education, Inc.
18-38
Chapter
21
Managing Digital
Communications:
Online, Social
Media, and Mobile
Copyright © 2016 Pearson Education, Inc.
21-1
Learning Objectives
1.
2.
3.
4.
What are the pros and cons of online
marketing?
How can companies carry out effective social
media campaigns?
What are some tips for enjoying positive
word of mouth?
What are important guidelines for mobile
marketing?
Copyright © 2016 Pearson Education, Inc.
21-2
Online Marketing
• Categories of online
marketing communications
– Web sites
– Search ads
– Display ads
– e-mail
Copyright © 2016 Pearson Education, Inc.
21-3
Online Marketing
Advantages
• Can offer or send tailored
information/messages
• Can trace effects by UVs
clicks on a page/ad
• Contextual placement
• Can place advertising based
on search engine keywords
Disadvantages
• Consumers can screen out
most messages
• Ads can be less effective than
they appear (bogus clicks)
• Lost control over online
messages via
hacking/vandalism
Copyright © 2016 Pearson Education, Inc.
21-4
Figure 21.1
Major Media Time Spent Per Day
Copyright © 2016 Pearson Education, Inc.
21-5
Online Marketing
• Communication Options
Web sites
Search ads
Display ads
E-Mail
Copyright © 2016 Pearson Education, Inc.
21-6
Online Marketing
• Web sites
– Ease of use
– Physical attractiveness
– Microsites
• Search ads
– Paid search or payper-click ads
– Search engine
optimization (SEO)
Copyright © 2016 Pearson Education, Inc.
21-7
Seven Key Design Elements of a
Web site
Commerce
Content
Community
Connection
Communication
Customization
Copyright © 2016 Pearson Education, Inc.
21-8
Maximize the Marketing Value of
e-mails
✓ Give the customer a reason to respond
✓ Personalize the content of your e-mails
✓ Offer something instead of direct mail
✓ Make it easy to opt and unsubscribe
✓ Combine e-mail and social media
Copyright © 2016 Pearson Education, Inc.
21-9
Social Media
• Means for consumers to share text, images, audio,
and video information with each other and with
companies, and vice versa
Online
communities/forums
Blogs
Social networks
Copyright © 2016 Pearson Education, Inc.
21-10
Social Media
• Social media are rarely the
sole source of marketing
communications for a
brand
– Only some consumers
want to engage with
some brands, and, even
then, only some of the
time
Copyright © 2016 Pearson Education, Inc.
21-11
Word of Mouth
• Face-to-face and phone
• Online
– Viral marketing (“word of mouse”)
Copyright © 2016 Pearson Education, Inc.
21-12
Creating
Word-of-Mouth Buzz
✓ Identify and devote effort to influentials
✓ Supply key people with product samples
✓ Work through community influentials
✓ Develop WOM referral channels
✓ Provide compelling info to pass along
Copyright © 2016 Pearson Education, Inc.
21-13
Measuring the Effects of Word of
Mouth
• Advertising, PR, and
digital agencies
• Demographic information
or proxies for that
information and cookies
• Gatorade’s “Mission
Control Center”
Copyright © 2016 Pearson Education, Inc.
21-14
Mobile Marketing
Is uniquely tied to one user
Is virtually always “on”
Allows for immediate consumption
Is highly interactive
Copyright © 2016 Pearson Education, Inc.
21-15
Mobile Marketing
• Mobile apps
– Bite-sized software programs that can be
downloaded to smart phones
Copyright © 2016 Pearson Education, Inc.
21-16
Mobile Marketing
• Being concise is critical
✓ Copy should be only 50% of screen
✓ Brands should limit ads to phrase pair
✓ Put brand logo in corner of ad frame
✓ Use only one or two bright colors
✓ Calls to action should be in a bright color
Copyright © 2016 Pearson Education, Inc.
21-17
Mobile Marketing
• Across markets
– In developed Asian markets, mobile
marketing is fast becoming a central
component of customer experiences
Copyright © 2016 Pearson Education, Inc.
21-18
Copyright © 2016 Pearson Education, Inc.
21-19
Chapter
22
Managing Personal
Communications:
Direct and Database
Marketing and
Personal Selling
Copyright © 2016 Pearson Education, Inc.
22-1
Learning Objectives
1.
How can companies conduct direct marketing for
competitive advantage?
2.
What are the pros and cons of database marketing?
3.
What decisions do companies face in designing a
sales force?
4.
What are the challenges of managing a sales force?
5.
How can salespeople improve their selling,
negotiating, and relationship marketing skills?
Copyright © 2016 Pearson Education, Inc.
22-2
Direct Marketing
• The use of consumer-direct (CD) channels to
reach and deliver goods and services to
customers without using marketing
middlemen
Copyright © 2016 Pearson Education, Inc.
22-3
Direct Marketing
Direct mail
Catalog marketing
Telemarketing
Other direct-response marketing
Copyright © 2016 Pearson Education, Inc.
22-4
Constructing a
Direct-mail Campaign
✓ Choose objectives
✓ Choose target markets and prospects
✓ Choose offer elements
✓ Test elements
✓ Measure success: lifetime value
Copyright © 2016 Pearson Education, Inc.
22-5
Direct Marketing
• Public and ethical issues
Irritation
Unfairness
Deception/fraud
Invasion of privacy
Copyright © 2016 Pearson Education, Inc.
22-6
Customer Databases and Database
Marketing
• A customer database
– An organized collection of
comprehensive information
about individual customers or
prospects that is current,
accessible, and actionable for
lead generation, lead
qualification, sale of a product
or service, or maintenance of
customer relationships
Copyright © 2016 Pearson Education, Inc.
22-7
Customer Databases and Database
Marketing
• Database marketing
– The process of building,
maintaining, and using
customer databases and
other databases (of
products, suppliers, or
resellers) to contact,
transact, and build
customer relationships
Copyright © 2016 Pearson Education, Inc.
22-8
Customer Databases
Customer database
• Transactions
• Registration information
• Telephone queries
• Cookies
• Every customer contact
• Past purchases
• Demographics
• Psychographics
• Mediagraphics
Business database
•Past purchases
•Past volumes, prices, and
profits
•Buyer teams’ names
•Contract status
•Supplier’s share of customer’s
business
•Competitive suppliers
•Competitive strengths and
weaknesses
Copyright © 2016 Pearson Education, Inc.
22-9
Customer Databases and Database
Marketing
• Data warehouse
– Captures, queries, and analyzes data to draw
inferences about an individual customer’s
needs and responses
• Data mining
– Uses sophisticated statistical and
mathematical techniques on data to extract
useful information about individuals, trends,
and segments
Copyright © 2016 Pearson Education, Inc.
22-10
Customer Databases and Database
Marketing
• Companies can use their databases in five
ways
✓ To identify prospects
✓ To decide which customers get an offer
✓ To deepen customer loyalty
✓ To reactivate customer purchases
✓ To avoid serious customer mistakes
Copyright © 2016 Pearson Education, Inc.
22-11
Customer Databases and Database
Marketing
• The downside of database marketing
– Some situations are just not conducive to database
marketing
– Building and maintaining a customer database require
a large investment
– Employees may resist becoming customer-oriented
and using the available information
– Not all customers want a relationship with the
company
– The assumptions behind CRM may not always hold
true
Copyright © 2016 Pearson Education, Inc.
22-12
Designing the Sales Force
• Types of sales representatives
Deliverer
Order taker
Solution
vendor
Missionary
Demand
creator
Technician
Copyright © 2016 Pearson Education, Inc.
22-13
Designing the Sales Force
Sales force objectives
Sales force strategy
Sales force structure
Sales force size
Sales force compensation
Copyright © 2016 Pearson Education, Inc.
22-14
Sales Force Objectives and Strategy
•
•
•
•
•
•
•
Prospecting
Targeting
Communicating
Selling
Servicing
Information gathering
Allocating
Copyright © 2016 Pearson Education, Inc.
22-15
Figure 22.1
A Sales Marketing Exchange
Copyright © 2016 Pearson Education, Inc.
22-16
Sales Force Objectives and Strategy
• Selling teamwork
– Top management,
technical people,
customer service
representatives, and
office staff
• Direct (company) sales
force
• Contractual sales force
Copyright © 2016 Pearson Education, Inc.
22-17
Sales Force Structure
• Four types of sales forces
– Strategic market sales force assigned to
major accounts
– A geographic sales force calling on customers
in different territories
– A distributor sales force calling on and
coaching distributors
– An inside sales force marketing and taking
orders online and via phone
Copyright © 2016 Pearson Education, Inc.
22-18
Sales Force Size
• Workload approach to sales force size
1.
2.
3.
4.
5.
Group customers into size classes according to annual
sales volume
Establish desirable call frequencies for each customer
class
Multiply the number of accounts in each size class by the
corresponding call frequency to arrive at the total
workload for the country
Determine the average number of calls a sales
representative can make per year
Divide the total annual calls required by the average
annual calls made by a sales representative to arrive at
the number of sales representatives needed
Copyright © 2016 Pearson Education, Inc.
22-19
Sales Force Compensation
• Four components of sales
force compensation
–
–
–
–
Fixed amount
Variable amount
Expense allowances
Benefits
• Straight salary, straight
commission, and
combination of two
Copyright © 2016 Pearson Education, Inc.
22-20
Managing the Sales Force
Recruiting
Selecting
Training
Supervising
Motivating
Evaluating
Copyright © 2016 Pearson Education, Inc.
22-21
Sales Rep Productivity
• Norms for prospect calls
– Companies often specify how much time reps
should spend prospecting for new accounts
• Using sales time efficiently
– Time-and-duty analysis and hour-by-hour
breakdowns of activities
• Sales technology
– The salesperson today has truly gone
electronic (tablet, Web site, and social media)
Copyright © 2016 Pearson Education, Inc.
22-22
Motivating Sales Representatives
• Intrinsic versus extrinsic rewards
• Sales quotas
Copyright © 2016 Pearson Education, Inc.
22-23
Evaluating Sales Representatives
• Sources of information
• Formal evaluation
Copyright © 2016 Pearson Education, Inc.
22-24
Principles of
Personal Selling
• SPIN method types of questions
Situation
Problem
Implication
Need-payoff
Copyright © 2016 Pearson Education, Inc.
22-25
Six Steps in
Effective Selling
Prospecting &
qualifying
Follow-up &
maintenance
Closing
Preapproach
Presentation &
demonstration
Overcoming
objections
Copyright © 2016 Pearson Education, Inc.
22-26
Relationship Marketing
• In many cases the company seeks not an
immediate sale but rather a long-term
supplier–customer relationship
Copyright © 2016 Pearson Education, Inc.
22-27
Copyright © 2016 Pearson Education, Inc.
22-28
Chapter
23
Managing a Holistic
Marketing
Organization for the
Long Run
Copyright © 2016 Pearson Education, Inc.
23-1
Learning Objectives
1.
What are important trends in marketing practices?
2.
What are the keys to effective internal marketing?
3.
How can companies be socially responsible
marketers?
4.
What tools are available to help companies monitor
and improve their marketing activities?
5.
What do marketers …
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