Establish the market share goal. The company estimates 50 million potential users and sets a

2. Amplified expressiveness—Advertising provides opportunities for dramatizing the company

and its brands and products through the artful use of print, sound, and color.

3. Control—The advertiser can choose the aspects of the brand and product on which to focus

communications. SALES PROMOTION Companies use sales promotion tools—coupons, contests, premiums, and the like—to draw a stronger and quicker buyer response, including short-run effects such as highlighting product offers and boosting sagging sales. Sales promotion tools offer three distinctive benefits:

1. Ability to be attention-getting—They draw attention and may lead the consumer to the product.

2. Incentive—They incorporate some concession, inducement, or contribution that gives value

to the consumer.

3. Invitation—They include a distinct invitation to engage in the transaction now.

PUBLIC RELATIONS AND PUBLICITY Marketers tend to underuse public relations, yet a well-thought-out program coordinated with the other communications-mix elements can be extremely effective, especially if a company needs to challenge consumers’ misconceptions. The appeal of public relations and publicity is based on three distinctive qualities:

1. High credibility—News stories and features are more authentic and credible to readers than ads.

2. Ability to reach hard-to-find buyers—Public relations can reach prospects who prefer to

avoid mass media and targeted promotions.

3. Dramatization—Public relations can tell the story behind a company, brand, or product.

TABLE 17.2 Advertising and Digital Marketing Communications Forecast for 2010 Global Advertising Spend Projections 2009–2010 Change 2010 billions Cinema 2.0 2.23 Internet 12.0 60.35 Magazines ⫺4.0 43.10 Newspapers ⫺4.0 97.85 Outdoor 2.0 29.61 Radio ⫺2.0 33.10 Television 2.0 174.94 Total 0.9 441.19 Source: ZenithOptimedia, December 2009. Digital Marketing Communications Display Advertising 7 8.40 Email Marketing 8 1.36 Mobile Marketing 44 0.56 Search Marketing 15 17.80 Social Media 31 0.94 Total 13 29.01 Source: Data from Figure 4 in US Interactive Marketing Forecast 2009 to 2014. Forester Reseach, Inc. July, 2009. Source: Table from Piet Levy, “The Oscar-Contending Drama: Finding the Right Marketing Mix,” Marketing News, January 30, 2009, p. 15.