Your SlideShare is downloading. ×
0
Chapter 18 managing mass communications revised2
Chapter 18 managing mass communications revised2
Chapter 18 managing mass communications revised2
Chapter 18 managing mass communications revised2
Chapter 18 managing mass communications revised2
Chapter 18 managing mass communications revised2
Chapter 18 managing mass communications revised2
Chapter 18 managing mass communications revised2
Chapter 18 managing mass communications revised2
Chapter 18 managing mass communications revised2
Chapter 18 managing mass communications revised2
Chapter 18 managing mass communications revised2
Chapter 18 managing mass communications revised2
Chapter 18 managing mass communications revised2
Chapter 18 managing mass communications revised2
Chapter 18 managing mass communications revised2
Chapter 18 managing mass communications revised2
Chapter 18 managing mass communications revised2
Chapter 18 managing mass communications revised2
Chapter 18 managing mass communications revised2
Chapter 18 managing mass communications revised2
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Chapter 18 managing mass communications revised2

349

Published on

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
349
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
24
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. http://lynietumabini1.blogspot.com CHAPTER 18: MANAGING MASS COMMUNICATIONS Lynie Tumabini September 17, 2013
  • 2. http://lynietumabini1.blogspot.com In this chapter, we will address the following questions: 1.What steps are required in developing an advertising program? 2.How should sales promotion decisions be made? 3.What are the guidelines for effective brand- building events and experiences? 4. How can companies exploit potential of public relations and publicity? Chapter 18
  • 3. http://lynietumabini1.blogspot.com Concepts in Managing Mass Communications (4 Mass-Communication Tools) ASEP 1.Advertising 2.Sales Promotions 3.Events and Experiences 4.Public Relations and Publicity Outline
  • 4. http://lynietumabini1.blogspot.com Developing Advertising Program 1.Identify Concept #1 ADVERTISING Motive s
  • 5. http://lynietumabini1.blogspot.com 2. Make 5 Major Decisions (5Ms) Mission Money Message Media Measurement Concept #1 ADVERTISING
  • 6. http://lynietumabini1.blogspot.com Example no. 1 of Concept #1 Advertising Program  Target Market  Brand  Sales goals  Advertising Objectives • Ages 15-25 • Increase sales • Increase market share • Increase product line • Awareness and knowledge of new product • Create excitement and preference
  • 7. http://lynietumabini1.blogspot.com Example no. 2 of Concept #1 Advertising Program….. Product life cycle Market share & consumer base Competition and clutter Advertising frequency Product substitutability jeans and apparel •Advertising contract with ABS CBN Publishing Inc. •July – Dec 2013 placements •Magazines such as Star Studio, Digital Ad, Chalk, and UAAP •Budget P1M
  • 8. http://lynietumabini1.blogspot.com  Message Strategy – positioning of an ad  Creative Strategy – how the ad expresses the brand claims Example no. 3 of Concept #1 Advertising Program…..
  • 9. http://lynietumabini1.blogspot.com Media selection •Reach •Impact •Frequency •Exposure Example no. 4 of Concept #1 Advertising Program….. •Billboard •Tarpaulin •Catalogue print •Brochures •Radio •Internet •Online Catalogue •Magazine
  • 10. http://lynietumabini1.blogspot.com Example no. 5 of Concept #1 Advertising Program….. Measurement: Did it work? •Survey – product rating •% advertising cost to sales •Sales report per brand
  • 11. http://lynietumabini1.blogspot.com Incentive tools to stimulate quicker or greater purchase of a product • Consumer promotion – samples, coupons, cash refund offers, free trials • Trade promotion – free goods, prices off, allowance • Sales force promotion – conventions, trade shows, contest for sales reps, specialty advertising Concept # 2 SALES PROMOTIONS
  • 12. http://lynietumabini1.blogspot.com Major decisions: 1.Establish objectives 2.Select the tools 3.Develop the program 4.Pre-test the program 5.Implement and control 6.Evaluate the results Concept # 2 SALES PROMOTIONS
  • 13. http://lynietumabini1.blogspot.com Examples of Sales Promotions in
  • 14. http://lynietumabini1.blogspot.com Objectives: 1.Identify with a particular target market and lifestyle 2.Increase salience of company or product name 3.Create or reinforce perceptions of key brand image 4.Enhance corporate image 5.Create experiences and evoke feelings 6.Express commitment to the community or social issues 7.Entertain key clients or reward key employees 8.Permit merchandising and promotional opportunities Concept #3 EVENTS AND EXPERIENCES
  • 15. http://lynietumabini1.blogspot.com Major decisions: •Choosing events •Designing sponsorship programs •Measuring sponsorship activities Concept #3 EVENTS AND EXPERIENCES
  • 16. http://lynietumabini1.blogspot.com Example of Event in
  • 17. http://lynietumabini1.blogspot.com Promoting or protecting a company’s image or product 1.Press relations 2.Product publicity 3.Corporate communications 4.Lobbying 5.Counselling Concept #4 PUBLIC RELATIONS (PR) AND PUBLICITY
  • 18. http://lynietumabini1.blogspot.com Major decisions: •Establishing objectives •Choosing messages and vehicles •Implementing the plan •Evaluating results Concept #4 PUBLIC RELATIONS (PR) AND PUBLICITY
  • 19. http://lynietumabini1.blogspot.com Example of PR and Publicity
  • 20. http://lynietumabini1.blogspot.com 1. Advertising - 5 Ms 2. Sales Promotions - CTS 3. Events and Experiences 4. Public Relations and Publicity-PPCLC SUMMARY: 4 Mass-Communication Tools: ASEP
  • 21. http://lynietumabini1.blogspot.com CHAPTER 18: MANAGING MASS COMMUNICATIONS Lynie Tumabini September 17, 2013

×