TAILIEUCHUNG - Lecture Marketing management: Chapter 18 - Phillip Kotler, Kevin Lane Keller

Chapter 18 - Managing mass communications: Advertising, sales promotions, events and experiences, and public relations. In this chapter, we will address the following questions: What steps are required in developing an advertising program? How should sales promotion decisions be made? What are the guidelines for effective brand-building events and experiences? How can companies exploit the potential of public relations and publicity? | Kotler • Keller Phillip Kevin Lane Marketing Management • 14e Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations Chapter 18 Discussion Questions What steps are required in developing an advertising program? How should sales promotion decisions be made? What are the guidelines for effective brand-building events and experiences? How can companies exploit the potential of public relations and publicity? Developing Advertising Programs Buyer Motives Social Psychological Economic In developing an advertising program, marketing managers must always start by identifying the target market and buyer motives. From here they can make five major decisions, known as “the five Ms.” Figure The 5 Ms of Advertising Then they can make the five major decisions, known as “the five Ms”:Mission:What are our advertising objectives? Money: How much can we spend and how do we allocate our spending across media types? Message: What message .

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