Marketing

Содержание

1. Marketing
2. Measuring Advertising Return (1)Reach, Frequency and GRPsReach:
3. Measuring Advertising Return (2)Reach, FrequencyFor reach, the
4. Media Planning (1)Strengths of Media TV ads
5. Media Planning (2)Radio, newspapers, and magazines are
6. Media Planning (2)Newspapers and magazines are nonintrusive
7. Media Planning (2)Newspapers and magazines are nonintrusive
8. Media Planning (1)TV/radio – Cost per second
9. Media Planning (2)NewspaperKurier 1/1 page EUR 26,000.--
10. Integrated Marketing CommunicationsIMC: marketing messages must be
11. Integrated Marketing CommunicationsWhich companies do effective IMC?ToyotaHornbachMarketing/ Session 10
12. Public Relations PR communications are the attempt
13. Public Relations Agencies/DepartmentsIssue press kits - news
14. PublicityCommunication tool that the company doesn't pay
15. PublicityExamples: Designer clothes worn by celebrity in
16. Скачать презентанцию

Measuring Advertising Return (1)Reach, Frequency and GRPsReach: the share of your target that has seen your ad at least once Frequency: the average number of times target saw the ad (within

Слайды и текст этой презентации

Слайд 1Marketing

18.05.2015
Martin Samek
martin.samek@lbs.ac.at

Слайд 2Measuring Advertising Return (1)
Reach, Frequency and GRPs

Reach: the share of

your target that has seen
your ad at least once

Frequency: the average number of times target
saw the ad (within set duration)

GRP (Gross Rating Point): Reach X Frequency
Ad reached 25% of target an average of 3 times –
the ad delivered 75 GRPs

Marketing/ Session 10

Measuring Advertising Return (1)Reach, Frequency and GRPsReach: the share of your target that has seen your ad

Слайд 3Measuring Advertising Return (2)
Reach, Frequency

For reach, the goal is to

expose as many of the target
customers as possible
Find most

cost efficient media for reaching target

For frequency, it depends on the goal
Awareness and memory can probably be attained with a
few ads
Persuasion may take more
If ad/product is readily understood, wear-out may occur

Marketing/ Session 10

Measuring Advertising Return (2)Reach, FrequencyFor reach, the goal is to expose as many of the target customers

Слайд 4Media Planning (1)
Strengths of Media

TV ads are most expensive

yet yield the largest reach
Magazines have broad appeal or

can be targeted
Radio and newspapers are often purchased nationally,
but can be purchased for local markets

Marketing/ Session 10

Media Planning (1)Strengths of Media TV ads are most expensive yet yield the largest reach Magazines have

Слайд 5Media Planning (2)
Radio, newspapers, and magazines are less expensive
than

TV, but they also deliver smaller audiences
Billboards, bus ads, yellow

page ads, etc. are relatively
inexpensive and effective in covering local number
Magazines require long lead times for production but
have nice reproduction quality

Marketing/ Session 10

Media Planning (2)Radio, newspapers, and magazines are less expensive than TV, but they also deliver smaller audiencesBillboards,

Слайд 6Media Planning (2)
Newspapers and magazines are
nonintrusive but viewers can

ignore ads
Online advertising and direct mail have the

best
customization options
Online ads are inexpensive and can be targeted,
yet, penetration isn’t 100%
Direct mail is relatively inexpensive and targeted,
but it is not efficient (junk mail)

Marketing/ Session 10

Media Planning (2)Newspapers and magazines are nonintrusive but viewers can ignore ads Online advertising and direct mail

Слайд 7Media Planning (2)
Newspapers and magazines are
nonintrusive but viewers can

ignore ads
Online advertising and direct mail have the

best
customization options
Online ads are inexpensive and can be targeted,
yet, penetration isn’t 100%
Direct mail is relatively inexpensive and targeted,
but it is not efficient (junk mail)

Marketing/ Session 10

Слайд 8Media Planning (1)
TV/radio – Cost per second

Superbowl USD 150,000.–

per second or
USD 5M per 30 seconds spot
ORF 1

or 2 EUR EUR 60.– to 250.– (pricelist)
up to EUR 900.--
OE3 EUR 4.– to 140.—

ARD EUR 85.– to 550.– (pricelist) up to EUR 1,500.--

Marketing/ Session 10

Media Planning (1)TV/radio – Cost per second Superbowl USD 150,000.– per second or USD 5M per 30

Слайд 9Media Planning (2)
Newspaper

Kurier 1/1 page EUR 26,000.-- 1/8 page EUR

4,500.--
Die Zeit 1/1 page EUR 43,000.-- 1/4 page EUR 13,000.--

Special

Interest Magazine

Homes and Gardens (International) 1/1 page EUR 20,000.--
Powder Magazine 1/1 page EUR 23,000.—

Marketing/ Session 10

Media Planning (2)NewspaperKurier 1/1 page EUR 26,000.-- 1/8 page EUR 4,500.--Die Zeit 1/1 page EUR 43,000.-- 1/4

Слайд 10Integrated Marketing Communications
IMC: marketing messages must be seamlessly
integrated across

media
Positive relationship between IMC and good
brand outcomes

High awareness,

brand loyalty, sales, etc.
Some elements should be consistent, some should
vary based on the strengths of the various media

Difficult to implement because ad agencies are not full
service providers

Marketing/ Session 10

Слайд 11Integrated Marketing Communications
Which companies do effective IMC?

Toyota

Hornbach
Marketing/ Session 10

Слайд 12Public Relations

PR communications are the attempt of an organization

to
reach
Customers, suppliers, stockholders, government
officials, employees, general community

PR’s intention is to convey a positive image and to educate a constituency about the company’s objectives
Generate goodwill on behalf of the company

Marketing/ Session 10

Public Relations PR communications are the attempt of an organization to reach Customers, suppliers, stockholders, government officials,

Слайд 13Public Relations Agencies/Departments
Issue press kits - news releases when anything

“newsworthy”
is happening
Features news (e.g., product launch), company
information, bios, history,

etc.

Maintain information on web site

Arrange events
Speaking engagements, sponsorships, philanthropy,
etc.

Marketing/ Session 10

Public Relations Agencies/DepartmentsIssue press kits - news releases when anything “newsworthy”is happening Features news (e.g., product launch), company

Слайд 14Publicity
Communication tool that the company doesn't pay for

It

has the appearance of objectivity
PR can prepare press releases, but

there is no guarantee that they will be picked up

Publicity can be negative or positive because companies
cannot directly control it

Marketing/ Session 10

PublicityCommunication tool that the company doesn't pay for It has the appearance of objectivityPR can prepare press

Слайд 15Publicity
Examples:

Designer clothes worn by celebrity in Oscar night
Company receives

Award of Chamber of Commerce etc.
Wine with positive critics

in the special interest press
…

Marketing/ Session 10

PublicityExamples: Designer clothes worn by celebrity in Oscar nightCompany receives Award of Chamber of Commerce etc. Wine

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Слайды и текст этой презентации

Слайд 1Marketing

18.05.2015
Martin Samek
martin.samek@lbs.ac.at

Слайд 2Measuring Advertising Return (1)
Reach, Frequency and GRPs

Reach: the share of

your target that has seen
your ad at least once

Слайд 3Measuring Advertising Return (2)
Reach, Frequency

For reach, the goal is to

expose as many of the target
customers as possible
Find most

Слайд 4Media Planning (1)
Strengths of Media

TV ads are most expensive

yet yield the largest reach
Magazines have broad appeal or

Слайд 5Media Planning (2)
Radio, newspapers, and magazines are less expensive
than

TV, but they also deliver smaller audiences
Billboards, bus ads, yellow

Слайд 6Media Planning (2)
Newspapers and magazines are
nonintrusive but viewers can

ignore ads
Online advertising and direct mail have the

Слайд 7Media Planning (2)
Newspapers and magazines are
nonintrusive but viewers can

ignore ads
Online advertising and direct mail have the

Слайд 8Media Planning (1)
TV/radio – Cost per second

Superbowl USD 150,000.–

per second or
USD 5M per 30 seconds spot
ORF 1

Слайд 9Media Planning (2)
Newspaper

Kurier 1/1 page EUR 26,000.-- 1/8 page EUR

4,500.--
Die Zeit 1/1 page EUR 43,000.-- 1/4 page EUR 13,000.--

Special

Слайд 10Integrated Marketing Communications
IMC: marketing messages must be seamlessly
integrated across

media
Positive relationship between IMC and good
brand outcomes

High awareness,

Слайд 11Integrated Marketing Communications
Which companies do effective IMC?

Toyota

Hornbach
Marketing/ Session 10

Слайд 12Public Relations

PR communications are the attempt of an organization

to
reach
Customers, suppliers, stockholders, government
officials, employees, general community

Слайд 13Public Relations Agencies/Departments
Issue press kits - news releases when anything

“newsworthy”
is happening
Features news (e.g., product launch), company
information, bios, history,

Слайд 14Publicity
Communication tool that the company doesn't pay for

It

has the appearance of objectivity
PR can prepare press releases, but

Слайд 15Publicity
Examples:

Designer clothes worn by celebrity in Oscar night
Company receives

Award of Chamber of Commerce etc.
Wine with positive critics

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Разделы презентаций

Marketing

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Слайды и текст этой презентации

Слайд 1Marketing18.05.2015Martin Samekmartin.samek@lbs.ac.at

Слайд 2Measuring Advertising Return (1)Reach, Frequency and GRPsReach: the share of

your target that has seen your ad at least once

Слайд 3Measuring Advertising Return (2)Reach, FrequencyFor reach, the goal is to

expose as many of the target customers as possibleFind most

Слайд 4Media Planning (1)Strengths of Media TV ads are most expensive

yet yield the largest reach Magazines have broad appeal or

Слайд 5Media Planning (2)Radio, newspapers, and magazines are less expensive than

TV, but they also deliver smaller audiencesBillboards, bus ads, yellow

Слайд 6Media Planning (2)Newspapers and magazines are nonintrusive but viewers can

ignore ads Online advertising and direct mail have the

Слайд 7Media Planning (2)Newspapers and magazines are nonintrusive but viewers can

ignore ads Online advertising and direct mail have the

Слайд 8Media Planning (1)TV/radio – Cost per second Superbowl USD 150,000.–

per second or USD 5M per 30 seconds spotORF 1

Слайд 9Media Planning (2)NewspaperKurier 1/1 page EUR 26,000.-- 1/8 page EUR

4,500.--Die Zeit 1/1 page EUR 43,000.-- 1/4 page EUR 13,000.--Special

Слайд 10Integrated Marketing CommunicationsIMC: marketing messages must be seamlessly integrated across

media Positive relationship between IMC and good brand outcomes High awareness,

Слайд 11Integrated Marketing CommunicationsWhich companies do effective IMC?ToyotaHornbachMarketing/ Session 10

Слайд 12Public Relations PR communications are the attempt of an organization

to reach Customers, suppliers, stockholders, government officials, employees, general community

Слайд 13Public Relations Agencies/DepartmentsIssue press kits - news releases when anything

“newsworthy”is happening Features news (e.g., product launch), company information, bios, history,

Слайд 14PublicityCommunication tool that the company doesn't pay for It

has the appearance of objectivityPR can prepare press releases, but

Слайд 15PublicityExamples: Designer clothes worn by celebrity in Oscar nightCompany receives

Award of Chamber of Commerce etc. Wine with positive critics

Похожие презентации

Обратная связь

Что такое TheSlide.ru?

Слайд 1Marketing

18.05.2015
Martin Samek
martin.samek@lbs.ac.at

Слайд 2Measuring Advertising Return (1)
Reach, Frequency and GRPs

Reach: the share of

your target that has seen
your ad at least once

Слайд 3Measuring Advertising Return (2)
Reach, Frequency

For reach, the goal is to

expose as many of the target
customers as possible
Find most

Слайд 4Media Planning (1)
Strengths of Media

TV ads are most expensive

yet yield the largest reach
Magazines have broad appeal or

Слайд 5Media Planning (2)
Radio, newspapers, and magazines are less expensive
than

TV, but they also deliver smaller audiences
Billboards, bus ads, yellow

Слайд 6Media Planning (2)
Newspapers and magazines are
nonintrusive but viewers can

ignore ads
Online advertising and direct mail have the

Слайд 7Media Planning (2)
Newspapers and magazines are
nonintrusive but viewers can

ignore ads
Online advertising and direct mail have the

Слайд 8Media Planning (1)
TV/radio – Cost per second

Superbowl USD 150,000.–

per second or
USD 5M per 30 seconds spot
ORF 1

Слайд 9Media Planning (2)
Newspaper

Kurier 1/1 page EUR 26,000.-- 1/8 page EUR

4,500.--
Die Zeit 1/1 page EUR 43,000.-- 1/4 page EUR 13,000.--

Special

Слайд 10Integrated Marketing Communications
IMC: marketing messages must be seamlessly
integrated across

media
Positive relationship between IMC and good
brand outcomes

High awareness,

Слайд 11Integrated Marketing Communications
Which companies do effective IMC?

Toyota

Hornbach
Marketing/ Session 10

Слайд 12Public Relations

PR communications are the attempt of an organization

to
reach
Customers, suppliers, stockholders, government
officials, employees, general community

Слайд 13Public Relations Agencies/Departments
Issue press kits - news releases when anything

“newsworthy”
is happening
Features news (e.g., product launch), company
information, bios, history,

Слайд 14Publicity
Communication tool that the company doesn't pay for

It

has the appearance of objectivity
PR can prepare press releases, but

Слайд 15Publicity
Examples:

Designer clothes worn by celebrity in Oscar night
Company receives

Award of Chamber of Commerce etc.
Wine with positive critics