Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

In this chapter, we will address the following questions:

  • 1. What steps are required in developing an advertising program? (Page 260)
  • 2. How should sales promotion decisions be made? (Page 265)
  • 3. What are the guidelines for effective brand-building events and experiences? (Page 268)
  • 4. How can companies exploit the potential of public relations? (Page 270)

Marketing Management at Procter & Gamble

After its sponsorship of the U.S. national team at the 2010 Winter Olympics led to an estimated $100 million in increased revenue, Procter & Gamble (P&G) signed up to be an official Olympic sponsor for Summer and Winter Games from 2012 to 2020. Targeting women in their roles as “caregivers and family anchors" the company launched a multimedia “Thank You Mom" global marketing campaign for the 2012 Summer Olympics in London, portraying the crucial roles played by mothers of Olympic champions. Each ad included P&Gs corporate logo and some of its billion-dollar-plus brands, such as Pampers, Gillette, and Bounty. The campaign also combined promotions, PR, cause marketing, and other communications to “immerse the consumer with the brands and the message

at every level, on every platform, from smartphones to stores in 204 international markets.” P&G marketers estimated the campaign brought in an additional $200 million in sales. Building on this success, they launched a campaign for the 2014 Winter Olympics in Sochi, Russia, that “paid homage to moms of athletes from across the globe, bringing to life the daily lessons all mom teach ... and the unconditional love moms give kids no matter what.”1

P&G has found great success with its multimedia Olympics campaigns, while other marketers are still coming to grips with how to best use mass media in the evolving communication environment. In this chapter, we examine the nature and use of four mass-communication tools—advertising, sales promotion, events and experiences, and public relations and publicity.

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