• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Ch18 managing mass communications hugo
 

Ch18 managing mass communications hugo

on

  • 382 views

 

Statistics

Views

Total Views
382
Views on SlideShare
382
Embed Views
0

Actions

Likes
0
Downloads
3
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Ch18 managing mass communications hugo Ch18 managing mass communications hugo Presentation Transcript

    • Powerful tools for the 21st century market
      TOP 10 Learning Concepts Ch 18 Managing Mass Communications
      Francis Benson C. Hugo
      March 31, 2011
      http://ph.linkedin.com/in/francisbensoncabehugo
    • Outline: Managing Mass Communications
      4 aspects of promotional mix (PEAS)
      5Ms of Advertising
      2
      http://ph.linkedin.com/in/francisbensoncabehugo
    • Concept 1:
      • Public relations
      - maintaining public image for the business
      a. speaking at conferences
      b. working with the media
      c. employee communication
      3
      Mass Communications use 4 PEAS tools
      http://ph.linkedin.com/in/francisbensoncabehugo
    • Concept 1:
      • Events and experiences
      - becoming part of relevant
      moments
      4
      Mass Communications use 4 PEAS tools
      http://ph.linkedin.com/in/francisbensoncabehugo
    • Concept 1:
      • Advertising
      - persuading an audience to
      purchase or take some action on:
      • products
      • ideas
      • services
      5
      Mass Communications use 4 PEAS tools
      http://ph.linkedin.com/in/francisbensoncabehugo
    • Concept 1:
      • Sales promotions
      - providing incentives to customers
      to stimulate immediate sales
      Examples:
      • coupons
      • product samples
      • premiums
      • freebies
      • contests
      • rebates
      6
      Mass Communications use 4 PEAS tools
      http://ph.linkedin.com/in/francisbensoncabehugo
    • Concept 2:
      7
      5Ms of Advertising
      Message
      Money
      Mission
      Media
      Measurement
      http://ph.linkedin.com/in/francisbensoncabehugo
    • Concept 2:
      • Mission
      • Focusing on the advertising objectives
      • Informative advertising
      – providing customers with data
      about product’s nature & function
      – to give the ad more credibility
      8
      5Ms of Advertising
      http://ph.linkedin.com/in/francisbensoncabehugo
    • Concept 2:
      • Mission
      • Focusing on the advertising objectives
      • Persuasive advertising
      - appealing to consumer’s
      emotions & general
      sensibilities
      9
      5Ms of Advertising
      http://ph.linkedin.com/in/francisbensoncabehugo
    • Concept 2:
      • Mission
      • Focusing on the advertising objectives
      • Reminder advertising
      - brief messages to keep
      a product in mind
      10
      5Ms of Advertising
      http://ph.linkedin.com/in/francisbensoncabehugo
    • Concept 2:
      • Mission
      • Focusing on the advertising objectives
      • Reinforcement advertising
      - reminds consumers of a
      product’s continued
      existence and unique
      benefits
      11
      5Ms of Advertising
      http://ph.linkedin.com/in/francisbensoncabehugo
    • Concept 2:
      • Money
      • Factors to consider:
      • Setting an advertising budget
      • Market share and consumer base
      • Competition
      12
      5Ms of Advertising
      http://ph.linkedin.com/in/francisbensoncabehugo
    • Concept 2:
      • Message
      • Factors to consider:
      • Message generation and evaluation
      • Creative development and execution
      • Legal and social issues
      13
      5Ms of Advertising
      http://ph.linkedin.com/in/francisbensoncabehugo
    • Concept 2:
      • Media
      • Major media types:
      • Newspapers Yellow pages
      • Television Newsletters
      • Direct mail Brochures
      • Radio Telephone
      • Magazines Internet
      14
      5Ms of Advertising
      http://ph.linkedin.com/in/francisbensoncabehugo
    • Concept 2:
      • Measurement
      • Sales impact of advertising
      15
      5Ms of Advertising
      http://ph.linkedin.com/in/francisbensoncabehugo
      • 4 aspects of promotional mix (PEAS)
      • Advertising
      • Sales Promotions
      • Events and Experiences
      • Public relations
      • 5Ms of Advertising
      • Mission
      • Money
      • Message
      • Media
      • Measurement
      16
      Summary
      http://ph.linkedin.com/in/francisbensoncabehugo
    • Powerful tools for the 21st century market
      TOP 10 Learning Concepts Ch 18 Managing Mass Communications
      Francis Benson C. Hugo
      March 31, 2011
      http://ph.linkedin.com/in/francisbensoncabehugo