Page 260 - DMGT408DMGT203_Marketing Management

Unit 11: Marketing Communication Tools (Promotion Mix)

The next major phase is to examine the impact of the message. Here, what is said is as important Notes
as how it is said. The creative people must find the best style, tone, words, and format for
executing the message. Specific styles are:
1. Slice of life: shows one or more people using the product in a normal setting.
2. Lifestyle: shows how a product fits in with a particular lifestyle.
3. Fantasy: creates a fantasy around the product or its use.
4. Mood or image: builds a mood or image around the product.

5. Musical: shows one or more people or cartoon characters singing a song about the product.
6. Personality symbol: creates a character (animated or real) that represents the product.
7. Technical expertise: highlights the company’s expertise in making the product.
8. Scientific evidence: trumpets the results of survey or scientific evidence that the brand is
better or better liked than one or more other brands.
9. Testimonial evidence: features a highly believable or likable source (celebrity or ordinary
person) endorsing the product, e.g., Amitabh Bachchan for Maruti Versa.

Media Selection

The major steps in selecting the media are:

1. Deciding on reach, frequency, and impact.
2. Reach is the percentage of people in the target market exposed to an ad campaign during
a given period.

3. Frequency is the number of times the average person in the target market is exposed to an
advertising message during a given period.
4. Media impact is the qualitative value of an exposure through a given medium.

5. Each medium has different reach, frequency, and impact as well as advantages and
limitations. Media planners consider the following factors when making their choice:
(a) The media habits of consumers

(b) The nature of the product
(c) The types of messages
(d) Cost
6. The media planner must now choose the best media vehicles (specific media within a
given type-magazines, radio, television, etc.). This choice is based on which vehicles give
the best reach, frequency, and impact for the money.

7. Deciding on the media timing is also an important decision. The advertiser must decide how
to schedule the advertising over the course of a year. They also have to examine the pattern
of the ads (some advertisers only do seasonal advertising). Forms to be considered are:
(a) Continuity: scheduling ads evenly within a year period.
(b) Pulsing: scheduling ads unevenly or in sporadic bursts over a certain time period.

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