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Ch18 marketing pamuy
 

Ch18 marketing pamuy

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    Ch18 marketing pamuy Ch18 marketing pamuy Presentation Transcript

    • 18 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations
      • By: Pamela Ann M. Uy
    • Outline
      • Advertising Objective
      • The Five M ’s of Advertising
      • Developing the Advertising Campaign: Message Strategy
      • Developing the Advertising Campaign: Creative Strategy
      • Developing the Advertising Campaign: Legal and Social Issues
    • Outline
      • Place Advertising
      • Product Placement
      • Sales Promotion
      • Events and Experiences
      • Public Relations
    • Concept 1 Advertising Objective
      • Has a specific audience
      • Occurs in a specific
      • period of time
    • Concept 1 Advertising Objective
      • Kotler:
        • Persuasive advertising
        • Miller Lite Beer
      • Local:
      • RP Medical:
    • Concept 2 The Five M ’s of Advertising
      • Mission
      • Money
      • Message
      • Media
      • Measurement
    • Concept 2 The Five M ’s of Advertising
      • Kotler:
        • mission
      • Local:
        • money
      • RP Medical:
        • media
    • Concept 3 Developing the Advertising Campaign: Message Strategy
      • Positioning of an ad
      • WHAT the ad attempts to convey about the brand
    • Concept 3 Developing the Advertising Campaign: Message Strategy
      • Kotler: General Motors Corp.
        • Chevy Tahoe
      • Local:
      • RP Medical:
    • Concept 4 Developing the Advertising Campaign: Creative Strategy
      • HOW the ad expresses the brand claims
    • Concept 4 Developing the Advertising Campaign: Creative Strategy
      • Kotler: Apple “1984” ad
      • Local: Goodbye Carlo
      • RP Medical: TMC
    • Concept 5 Developing the Advertising Campaign: Legal and Social Issues
      • Public policy makers have laws and regulations to govern advertising
      • Advertising should be socially responsible
    • Concept 5 Developing the Advertising Campaign: Legal and Social Issues
      • Kotler: Splenda
        • “ Made from sugar, so it tastes like sugar”
      • Local: “ kinse anyos" ad Napoleon brandy , Billboard ads
      • RP Medical: Cosmetic surgery which results to disfigurement
    • Concept 6 Place Advertising
      • Out of home advertising
      • Marketers are better off reaching people where they work, play, shop
    • Concept 6 Place Advertising
      • Kotler: Gujarat Cooperative Milk Marketing Federation
      • Local: Bench
      • RP Medical: Calayan Surgicentre Corp
    • Concept 7 Product Placement
      • Products make cameo appearances in movies and on television
    • Concept 7 Product Placement
      • Kotler: OMEGA Seamaster Professional Diver
      • -- the James Bond watch
      • Local:
      • RP Medical:
    • Concept 8 Sales Promotion
      • Incentive tools to stimulate quicker or greater purchase of products and services
      • Consumer promotion
      • Trade promotion
      • Business and sales-force promotion
    • Concept 8 Sales Promotion
      • Kotler: American Express
      • Local: Ministop coupons
      • National Bookstore cash refund
      • RP Medical: Norvasc ( amlodipine ) for hypertension
      • Celebrex ( celecoxib ) for arthritis
      • samples
    • Concept 9 Events and Experiences
      • Means to become part of special moments in consumers ’ lives
    • Concept 9 Events and Experiences
      • Kotler: American Express and US Open Tennis
      • Local: UAAP and Smart, Samsung, P.S. BANK
      • RP Medical: Medical Missions and Pharmaceutical Companies
    • Concept 9 Creating Experiences
      • Kotler: Disney,
      • Ben & Jerry ’s
      • Local:
      • Ocean Manila
      • RP Medical: The Medical City
    • Concept 10 Public Relations
      • A variety of programs to promote or protect a company ’s image or individual products
    • Concept 10 Public Relations
      • Kotler: Sweden ’s Vattenfall
      • Local: The Ayala Group
      • Citizenship and Social Responsibility
      • RP Medical: The Medical City