Chap 18 kotler report

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Chap 18 kotler report

  1. 1. Chapter 18: MANAGING MASS COMMUNICATION Noel C. Santos, M.D. Batch 8 MBAH, AGSB Coach J. De Ungria noelcsantos.blogspot.com
  2. 2. Mass Communication <ul><li>transferring or transmitting message to groups of people </li></ul><ul><li>use of some form of the media </li></ul><ul><ul><li>newspapers, television, internet </li></ul></ul>noelcsantos.blogspot.com
  3. 3. Chapter Questions <ul><li>What steps are involved in developing an advertising program? </li></ul><ul><li>How should sales promotion decisions be made? </li></ul><ul><li>What are the guidelines for effective brand-building events and experiences? </li></ul><ul><li>How can companies exploit the potential of public relations and publicity? </li></ul>noelcsantos.blogspot.com
  4. 4. Four Mass Communication Tools - MARKETING <ul><li>Advertising </li></ul><ul><li>Sales Promotion </li></ul><ul><li>Events and Experiences </li></ul><ul><li>Public Relations and Publicity </li></ul>noelcsantos.blogspot.com
  5. 5. Concept 1: ADVERTISING <ul><li>Any paid form of nonpersonal presentation and promotion of ideas, goods or services by an identified sponsor </li></ul>noelcsantos.blogspot.com
  6. 6. ADVERTISING <ul><li>Kotler: L’Oreal, General Motors, Absolut Vodka, Aflac Inc. </li></ul><ul><li>Local: Various Products and Services – Max’s Fried Chicken </li></ul><ul><li>Medical: St. Luke’s (Fort); Sen. Flavier’s “Yosi Kadiri”, “Let’s DOH it”, “Suriin Saraling Suso” </li></ul><ul><li>MissionHospital: Minimally Invasive Cholecystectomy </li></ul>noelcsantos.blogspot.com
  7. 7. ADVERTISING <ul><li>Five Major Decisions – 5 M’S (Concept 2) </li></ul><ul><ul><li>MISSION or goals or objectives </li></ul></ul><ul><ul><li>MONEY or budget </li></ul></ul><ul><ul><li>MESSAGE </li></ul></ul><ul><ul><li>MEDIA </li></ul></ul><ul><ul><li>MEASUREMENT or evaluation </li></ul></ul>noelcsantos,blogspot.com
  8. 8. ADVERTISING <ul><li>Factors to Consider in Setting an Advertising Budget (MONEY) </li></ul><ul><ul><li>Stage in the product life cycle </li></ul></ul><ul><ul><li>Market share and consumer base </li></ul></ul><ul><ul><li>Competition and clutter </li></ul></ul><ul><ul><li>Advertising frequency </li></ul></ul><ul><ul><li>Product substitutability </li></ul></ul>noelcsantos.blogspot.com
  9. 9. ADVERTISING <ul><li>Objectives (MISSION) </li></ul><ul><ul><li>Informative </li></ul></ul><ul><ul><li>Persuasive </li></ul></ul><ul><ul><li>Reminder </li></ul></ul><ul><ul><li>Reinforcement </li></ul></ul>noelcsantos.blogspot.com
  10. 10. ADVERTISING <ul><li>Developing the Advertising Campaign (MESSAGE) </li></ul><ul><ul><li>Message generation and evaluation </li></ul></ul><ul><ul><li>Creative development and execution </li></ul></ul><ul><ul><li>Legal and social issues </li></ul></ul>noelcsantos.blogspot.com
  11. 11. ADVERTISING <ul><li>Media Selection </li></ul><ul><ul><li>Reach </li></ul></ul><ul><ul><li>Frequency </li></ul></ul><ul><ul><li>Impact </li></ul></ul><ul><ul><li>Exposure </li></ul></ul>[email_address]
  12. 12. Concept 3: Major Media Types <ul><li>Newspapers </li></ul><ul><li>Television </li></ul><ul><li>Direct mail </li></ul><ul><li>Radio </li></ul><ul><li>Magazines </li></ul><ul><li>Outdoor </li></ul><ul><li>Yellow Pages </li></ul><ul><li>Newsletters </li></ul><ul><li>Brochures </li></ul><ul><li>Telephone </li></ul><ul><li>Internet </li></ul>noelcsantos.blogspot.com
  13. 13. Media Type: INTERNET noelcsantos.blogspot.com
  14. 14. Choosing Among Major Media Types <ul><li>Target audience and media habits </li></ul><ul><li>Product characteristics </li></ul><ul><li>Message characteristics </li></ul><ul><li>Cost </li></ul>noelcsantos.blogspot.com
  15. 15. Place Advertising <ul><li>Billboards </li></ul><ul><li>Public spaces </li></ul><ul><li>Product placement </li></ul><ul><li>Point-of-purchase </li></ul>noelcsantos.blogspot.com
  16. 16. Measures of Audience Size <ul><li>Circulation </li></ul><ul><li>Audience </li></ul><ul><li>Effective audience </li></ul><ul><li>Effective ad-exposed audience </li></ul>noelcsantos.blogspot.com
  17. 17. Factors Affecting Timing Patterns <ul><li>Buyer turnover </li></ul><ul><li>Purchase frequency </li></ul><ul><li>Forgetting rate </li></ul>noelcsantos.blogspot.com
  18. 18. Media Schedule Patterns <ul><li>Continuity </li></ul><ul><li>Concentration </li></ul><ul><li>Flighting </li></ul><ul><li>Pulsing </li></ul>noelcsantos.blogspot.com
  19. 19. Evaluating Advertising Effectiveness (Measurement) <ul><li>Communication Effect Research </li></ul><ul><ul><li>Consumer feedback method </li></ul></ul><ul><ul><li>Portfolio tests </li></ul></ul><ul><ul><li>Laboratory tests </li></ul></ul><ul><li>Sales-Effect Research </li></ul>noelcsantos.blogspot.com
  20. 20. Concept 4: What is Sales Promotion? <ul><li>A collection of incentive tools, short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade. </li></ul>[email_address]
  21. 21. Sales Promotion Tactics <ul><li>Consumer-directed </li></ul><ul><li>Samples </li></ul><ul><li>Coupons </li></ul><ul><li>Cash refund offers </li></ul><ul><li>Price offs </li></ul><ul><li>Premiums </li></ul><ul><li>Prizes </li></ul><ul><li>Patronage rewards </li></ul><ul><li>Free trials </li></ul><ul><li>Tie-in promotions </li></ul>noelcsantos.blogspot.com
  22. 22. Sales Promotion Tactics <ul><li>Trade-directed </li></ul><ul><li>Price offs </li></ul><ul><li>Allowances </li></ul><ul><li>Free goods </li></ul><ul><li>Sales contests </li></ul><ul><li>Spiffs </li></ul><ul><li>Trade shows </li></ul><ul><li>Specialty advertising </li></ul>noelcsantos.blogspot.com
  23. 23. Using Sales Promotions noelcsantos.blogspot.com Establish objectives Select tools Develop program Pretest Implement and control Evaluate results
  24. 24. SALES PROMOTION <ul><li>Kotler: American Express, Canon Nengajo </li></ul><ul><li>Local: Mega Sale, Credit Cards </li></ul><ul><li>Medical: Operation Tule, Free Clinics </li></ul><ul><li>Mission Hospital: Lap. Chole. For Php xx,xxxx </li></ul>noelcsantos.blogspot.com
  25. 25. Concept 5: EVENTS and EXPERIENCES <ul><li>Sponsorships </li></ul><ul><li>Conventions </li></ul><ul><li>Become part of a personally relevant moment in consumer’s lives </li></ul><ul><li>Broaden and deepen a company’s relationship with the target market. </li></ul>noelcsantos.blogspot.com
  26. 26. Why Sponsor? <ul><li>Identify particular target market or life style </li></ul><ul><li>Increase brand awareness </li></ul><ul><li>Create or reinforce consumer perceptions of key brand image associations </li></ul><ul><li>Enhance corporate image </li></ul><ul><li>Create experiences and evoke feelings </li></ul><ul><li>Express commitment to community </li></ul><ul><li>Entertain key clients or reward employees </li></ul><ul><li>Permit merchandising or promotional opportunities </li></ul>noelcsantos.blogspot.com
  27. 27. Ideal Events <ul><li>Audience closely matches target </li></ul><ul><li>Generates media attention </li></ul><ul><li>Unique with few sponsors </li></ul><ul><li>Lends itself to ancillary activities </li></ul><ul><li>Enhances brand image of sponsor </li></ul>noelcsantos.blogspot.com
  28. 28. Using Sponsored Events noelcsantos.blogspot.com Establish objectives Choose event opportunities Design program Implement and control Measure effectiveness
  29. 29. EVENTS AND EXPERIENCES <ul><li>Kotler: American Express, PETCO </li></ul><ul><li>Local: Concerts, Sports </li></ul><ul><li>Medical: Medical Missions; Celebrity Endorsements (Gelli de Belen Voluntary Blood Donation); Conventions, Seminars, Workshops </li></ul><ul><li>Mission Hospital: S/P patient with Lap Cholecystectomy </li></ul>noelcsantos.blogspot.com
  30. 30. Concept 6: PUBLIC RELATIONS Variety of programs to promote or protect a company’s image or its products noelcsantos.blogspot.com
  31. 31. Tasks Aided by Public Relations <ul><li>Launching new products </li></ul><ul><li>Repositioning a mature product </li></ul><ul><li>Building interest in a product category </li></ul><ul><li>Influencing specific target groups </li></ul><ul><li>Defending products that have encountered public problems </li></ul><ul><li>Building the corporate image favorable on products </li></ul>noelcsantos.blogspot.com
  32. 32. Public Relations Functions <ul><li>Press relations </li></ul><ul><li>Product publicity </li></ul><ul><li>Corporate communications </li></ul><ul><li>Lobbying </li></ul><ul><li>Counseling </li></ul>noelcsantos.blogspot.com
  33. 33. Major Tools in Marketing PR <ul><li>Publications </li></ul><ul><li>Events </li></ul><ul><li>Sponsorships </li></ul><ul><li>News </li></ul><ul><li>Speeches </li></ul><ul><li>Public Service Activities </li></ul><ul><li>Identity Media </li></ul>noelcsantos.blogspot.com
  34. 34. Steps in Marketing PR noelcsantos.blogspot.com Establish objectives Choose messages Choose vehicles Implement and control Measure effectiveness
  35. 35. PUBLIC RELATIONS <ul><li>Kotler: Project Erase (Asthma) </li></ul><ul><li>Local: Toyota Services, MRT </li></ul><ul><li>Medical: Health Education, PR Officers (Ladies and Gentlement) </li></ul><ul><li>Mission: Drs. Marcial and Morales </li></ul>noelcsantos.blogspot.com
  36. 36. Summary: Marketing Tools – Media noelcsantos.blogspot.com
  37. 37. Conclusion <ul><li>Tools to disseminate information regarding your products, services, company image, etc. (what you market) using mass communication </li></ul><ul><li>ADVERTISEMENT </li></ul><ul><li>SALES PROMOTION </li></ul><ul><li>EVENTS AND EXPERIENCES </li></ul><ul><li>PUBLIC RELATION </li></ul>noelcsantos.blogspot.com
  38. 38. Chapter 18: MANAGING MASS COMMUNICATION Noel C. Santos, M.D. Batch 8 MBAH, AGSB Coach J. De Ungria noelcsantos.blogspot.com

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