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Chapter 18 managing mass communications
Chapter 18 managing mass communications
Chapter 18 managing mass communications
Chapter 18 managing mass communications
Chapter 18 managing mass communications
Chapter 18 managing mass communications
Chapter 18 managing mass communications
Chapter 18 managing mass communications
Chapter 18 managing mass communications
Chapter 18 managing mass communications
Chapter 18 managing mass communications
Chapter 18 managing mass communications
Chapter 18 managing mass communications
Chapter 18 managing mass communications
Chapter 18 managing mass communications
Chapter 18 managing mass communications
Chapter 18 managing mass communications
Chapter 18 managing mass communications
Chapter 18 managing mass communications
Chapter 18 managing mass communications
Chapter 18 managing mass communications
Chapter 18 managing mass communications
Chapter 18 managing mass communications
Chapter 18 managing mass communications
Chapter 18 managing mass communications
Chapter 18 managing mass communications
Chapter 18 managing mass communications
Chapter 18 managing mass communications
Chapter 18 managing mass communications
Chapter 18 managing mass communications
Chapter 18 managing mass communications
Chapter 18 managing mass communications
Chapter 18 managing mass communications
Chapter 18 managing mass communications
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Chapter 18 managing mass communications

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  • 1. Chapter 186 ConceptsManaging MassCommunications:Advertising,Sales Promotions,Events and Experiences, andPublic RelationsBy: Abigail Fonte
  • 2. What to Know about Advertising? 5 M’s of Advertising Advertising Objectives Factors to Consider in SettingAdvertising Budget Media Selection Using Sales Promotions Using Sponsored Event
  • 3. I. 5 M’s of Advertising Mission◦ Sales Goals◦ Advertising ObjectivesConcept 1
  • 4. I. 5 M’s of Advertising Money◦ Stage in PLC (product life cycle)◦ Market share & consumer base◦ Competition & clutter◦ Advertising frequency◦ Product substitutabilityConcept 1
  • 5. I. 5 M’s of Advertising Message◦ Generation◦ Evaluation and Selection◦ Execution◦ Social-Responsibility ReviewConcept 1
  • 6. I. 5 M’s of Advertising Media◦ Reach, frequency, impact◦ Media Types◦ Specific media vehicles◦ Media timing◦ Geographical media allocationConcept 1
  • 7. I. 5 M’s of Advertising Measurement: Impact◦ Communication “people starts talking about it” “the message is correctly transmitted”◦ Sales “increase in sales results” volume valueConcept 1
  • 8.  Mission◦ Increase sales and profit◦ Hit target budget set for the year◦ Attract prospects◦ Inform about the productConcept 1
  • 9.  Money◦ How much can we spend vs. profit◦ Knowing target market (class A and B) toalign with the kind of branding inmarketing the productConcept 1
  • 10.  Message◦ What?◦ When?◦ Where?◦ How?◦ Why the product?◦ Why the developer?Concept 1
  • 11.  Media◦ Magazine Ads◦ Billboards◦ TV Ads◦ News prints◦ Local or Foreign◦ Websites Social NetworksConcept 1
  • 12.  Measurement◦ Increase in sales◦ Continuous inquiries◦ Brand recall◦ Growth◦ Loyal clientsConcept 1
  • 13. II. Advertising Objectives Informative◦ Objective isto relayinformationto targetaudience.Concept 2
  • 14. II. Advertising Objectives Persuasive◦ Objective is to encourage audienceConcept 2
  • 15. II. Advertising Objectives Reminder◦ Objective is to remind audienceConcept 2
  • 16. II. Advertising Objectives Reinforcement◦ Objective is toprove andreassure audiencethat they made theright decision inpurchasing yourproductConcept 2
  • 17. III. Factors to Consider inSetting an Advertising Budget Stage in the product life cycle Market share and consumer base Competition and clutter Advertising frequency Product substitutabilityConcept 3
  • 18.  Stage in the product life cycle◦ Launch / Pre-selling◦ Percentage sold◦ Percentage complete◦ Date of completionConcept 3
  • 19.  Market share and consumer base◦ Class A & B◦ Discerning Affluent◦ Local and ForeignConcept 3
  • 20.  Competition and clutter◦ Rockwell Land◦ Shangri-La◦ SM PrimeConcept 3
  • 21.  Advertising frequency◦ Monthly news clips◦ At least 6-months billboard contracts◦ As frequent as possible in websites andsocial mediaConcept 3
  • 22.  Product substitutability◦ High end residential properties have lessdensity in the industry as compared withthe more affordable products◦ Lower density = higher production andprofitConcept 3
  • 23. IV. Media Selection Reach Frequency Impact ExposureConcept 4
  • 24.  Reach◦ Local and International (Global) Frequency◦ As often as possible Impact◦ Attractive and convincing Exposure◦ Highest possible / worldwideConcept 4
  • 25. Major Media Types Newspapers Television Direct mail Radio Magazines Outdoor Yellow Pages Newsletters Brochures Telephone InternetConcept 4
  • 26. Sales Promotion TacticsConsumer-directed Samples Coupons Cash refund offers Price offs Premiums Prizes Patronage rewards Free trials Tie-in promotionsTrade-directed Price offs Allowances Free goods Sales contests Spiffs Trade shows SpecialtyadvertisingConcept 4
  • 27. Concept 4
  • 28. V. Using Sales Promotions Establish objectives Select tools Develop program Pretest Implement and control Evaluate resultsConcept 5
  • 29.  Establish objectives◦ Increase sales (which project) Select tools◦ Promo terms Develop program◦ Events / Invites Pretest◦ From historical data (preferred paymentoption) Implement and control Evaluate resultsConcept 5
  • 30. Volume ValueAGE 3 14,190,700Anvaya Cove 0 -Anvaya Shares 0 -Garden Towers 17 334,118,000Serendra 0 -Park Terraces 2 26,158,504Park Point Residences 0 -22 374,467,204Event ResultsConcept 5
  • 31. VI. Using Sponsored Event Establish objectives◦ Tap new client Choose events◦ Appropriate for the product◦ Study market attending◦ Check location and feasibility Design programs◦ Appropriate with the event◦ Connected with the product Measure effectiveness◦ Established client database◦ Increase in sales / inquiry◦ Good feedbackConcept 6
  • 32. Concept 6
  • 33. Summary:Mass Communication Marketing Concepts… 5 M’s of Advertising Advertising Objectives Factors to Consider in SettingAdvertising Budget Media Selection Using Sales Promotions Using Sponsored Event
  • 34. Chapter 186 ConceptsManaging MassCommunications:Advertising,Sales Promotions,Events and Experiences, andPublic RelationsBy: Abigail Fonte

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