Ch18 marketing pamuy

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Ch18 marketing pamuy

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

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