Ch18 - Managing Mass Communication

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  • 1. TOP 10 Learning Concepts MANAGING MASS COMMUNICATION CHAPTER 18 By: Theresia Situmorang September 2011 www.tualitorphory.blogspot.com
  • 2. CONCEPT OUTLINE
    • 1. Using 5Ms in Developing & Advertising Program
    • 2. Setting the GOAL!
    • 3. SCAMP Factors That Affecting Budget Decision
    • 4. Developing the Advertising Campaign
    • 5. The 3-Key Print Ad Component
    www.tualitorphory.blogspot.com
  • 3. CONCEPT OUTLINE www.tualitorphory.blogspot.com 6. Choosing Major Media Types 7. Evaluate Advertising Effectiveness include 4 Shares 8. Utilizing Sales Promotion 9. Manage Events Properly 10. Support Marketing Public Relation
  • 4. CONCEPT I MISSION www.tualitorphory.blogspot.com Using 5Ms in Developing & Advertising Program
  • 5. CONCEPT I MISSION MONEY www.tualitorphory.blogspot.com Using 5Ms in Developing & Advertising Program
  • 6. CONCEPT I MISSION MONEY MESSAGE www.tualitorphory.blogspot.com Using 5Ms in Developing & Advertising Program
  • 7. CONCEPT I MISSION MONEY MESSAGE MEDIA www.tualitorphory.blogspot.com Using 5Ms in Developing & Advertising Program
  • 8. CONCEPT I MISSION MONEY MESSAGE MEDIA MEASUREMENT www.tualitorphory.blogspot.com Using 5Ms in Developing & Advertising Program
  • 9. EXAMPLE I “ To create value and make a difference!” In 2009, approx. $2.44 Billion spent for advertising expenses included in selling, administrative and general expenses.
    • “ Coke Adds Life!”
    • “ Have a Coke and Smile!”
    • “ Open Happiness!”
    www.tualitorphory.blogspot.com
  • 10. EXAMPLE I
    • Digital Advertising:
    • Television
    • Infomercials
    • Radio
    • Online
    • Physical Advertising:
    • Press
    • Billboard
    • Mobile Billboard
    • In-Store Advertising
    • Street Advertising
    In 2010, Coke sees “phenomenal” result from Twitter ads. It saw 86 million “impressions” or views of the ads in 24 hours. www.tualitorphory.blogspot.com
  • 11. CONCEPT II
    • CONNECT WITH CUSTOMERS
    www.tualitorphory.blogspot.com Set the GOAL!
  • 12. CONCEPT II
    • CONNECT WITH CUSTOMERS
    • DIFFERENTIATE BRAND FROM COMPETITORS
    www.tualitorphory.blogspot.com Set the GOAL!
  • 13. CONCEPT II
    • CONNECT WITH CUSTOMERS
    • DIFFERENTIATE BRAND FROM COMPETITORS
    www.tualitorphory.blogspot.com Set the GOAL!
    • BROAD & FLEXIBLE
  • 14. CONCEPT II
    • CONNECT WITH CUSTOMERS
    • DIFFERENTIATE BRAND FROM COMPETITORS
    www.tualitorphory.blogspot.com Set the GOAL!
    • BROAD & FLEXIBLE
    • COMMUNICATES TO MEDIA, MARKET IN SPECIFIC PERIOD OF TIME
  • 15. EXAMPLE II “ In 2010, Coca-Cola sent a team of Happiness Ambassadors around the world to visit 206 countries in 365 days to find out what makes people happy.” “ The product differentiation is communicated to the market by symbols, written and audiovisual media, atmosphere of the physical place, and events organized or sponsored to make it more appealing than its competitors.” www.tualitorphory.blogspot.com
  • 16. EXAMPLE II www.tualitorphory.blogspot.com “ Coca-Cola Enterprises' extensive brand portfolio includes the most popular beverage brands in the world, as well as exciting new innovations introduced regularly.” Coca-Cola goes bigger by communicating its brand through social media. The strategy is about long-term sustainable engagement, developing advocacy and encouraging brand loyalty.
  • 17. CONCEPT III www.tualitorphory.blogspot.com SCAMP Factors That Affecting Budget Decision
  • 18. CONCEPT IV STEPS: 1. MESSAGE GENERATION AND EVALUATION 2. CREATIVE DEVELOPMENT AND EXECUTION 3. SOCIAL-RESPONSIBILITY REVIEW www.tualitorphory.blogspot.com Developing the Advertising Campaign
  • 19. EXAMPLE IV Coca Cola advertising history demonstrates how the marketing science has been developing over time. Below there is a visual into the company print advertising: 1890 1929 www.tualitorphory.blogspot.com
  • 20. EXAMPLE IV 1950 1976 1993 www.tualitorphory.blogspot.com
  • 21. EXAMPLE IV 2002 “ The Coke Side of Life”  “ Recycle ”   "Summer as it should be"  www.tualitorphory.blogspot.com
  • 22. CONCEPT & EXAMPLE V
    • PICTURE - It must be strong enough to draw attention.
    • HEADLINE – It must reinforce the picture and lead the person to read the copy.
    • COPY – It must engaging and the brand’s name sufficiently prominent.
    www.tualitorphory.blogspot.com The 3-Key Print Ad Component
  • 23. CONCEPT VI TARGET AUDIENCE MEDIA HABITS www.tualitorphory.blogspot.com Choosing Major Media Types
  • 24. CONCEPT VI TARGET AUDIENCE MEDIA HABITS www.tualitorphory.blogspot.com Choosing Major Media Types PRODUCT & MESSAGE CHARACTERISTICS
  • 25. CONCEPT VI TARGET AUDIENCE MEDIA HABITS PRODUCT & MESSAGE CHARACTERISTICS COST www.tualitorphory.blogspot.com Choosing Major Media Types
  • 26. EXAMPLE VI Coca-Cola Zero
    • TARGET AUDIENCE
    • health-conscious male segment age of 18-34 year olds (young adults)
    • PRODUCT & MESSAGE CHARACTERISTICS
    • Has even been nicknamed "Bloke Coke“
    • Coca-Cola logo in red with white trim on a black background, with the word "zero" underneath in lower case in the geometric typeface Avenir
    • Message :   “Real Coke Taste, Zero Calories”.
    • COST
    • The Coca-Cola Zero campaign used super-expanding banners within Windows Live Messenger to deliver its Avatar-themed ads which is cheaper than TV advertising and reached more to a target audience.
    www.tualitorphory.blogspot.com
  • 27. CONCEPT VII Share of Expenditures www.tualitorphory.blogspot.com Evaluate Advertising Effectiveness include 4 Shares
  • 28. CONCEPT VII Share of Expenditures Share of Voice www.tualitorphory.blogspot.com Evaluate Advertising Effectiveness include 4 Shares
  • 29. CONCEPT VII Share of Expenditures Share of Voice Share of Mind & Heart www.tualitorphory.blogspot.com Evaluate Advertising Effectiveness include 4 Shares
  • 30. CONCEPT VII Share of Expenditures Share of Voice Share of Mind & Heart Share of Market www.tualitorphory.blogspot.com Evaluate Advertising Effectiveness include 4 Shares
  • 31. EXAMPLE VII
    • In 2009, advertising age estimated global measured advertising expenditure of $2.44bn.
    •   It owns four of the world's five best-selling soft drinks.
    • Its principal brand is of course Coca Cola  itself, the world's best-known and most valuable brand. 
    • Controlling more than half the global market in carbonated soft drinks as well as a substantial chunk of the non-carbonated segment.
    www.tualitorphory.blogspot.com
  • 32. CONCEPT VIII Tools of Sales Promotion: Consumer Promotion www.tualitorphory.blogspot.com Utilizing Sales Promotion
  • 33. CONCEPT VIII Tools of Sales Promotion: Consumer Promotion Trade Promotion www.tualitorphory.blogspot.com Utilizing Sales Promotion
  • 34. CONCEPT VIII Tools of Sales Promotion: Consumer Promotion Trade Promotion Business & Sales Promotion These tools can benefit: Marketers, Manufacturers, Consumers, Retailers www.tualitorphory.blogspot.com Utilizing Sales Promotion
  • 35. EXAMPLE VIII Sales Promotion of Coca Cola Tie-In Promotion Prizes Tradeshow & Convention www.tualitorphory.blogspot.com
  • 36. CONCEPT IX Events are able to extend the relationship of: SPONSORS www.tualitorphory.blogspot.com Manage Events Properly
  • 37. CONCEPT IX Events are able to extend the relationship of: SPONSORS TARGET MARKET www.tualitorphory.blogspot.com Manage Events Properly
  • 38. EXAMPLE IX ISC TOUR 2010 LAUNCHED On March 31st, 2010, the ISC Opening (Indonesian Surfing Championship Season Launch 2010). This event would be the landmark of Coca Cola ’s support towards surfing in Indonesia. ISC is signing a 3 year contract with Coca Cola for the very first time. Coca Cola will support all events held by ISC, whether it’s a surfing competition or any other event. Coca Cola will give away surfboards to any brand surf company that supports the ISC in 2010. www.tualitorphory.blogspot.com
  • 39. CONCEPT X Increase Product Awareness & Credibility www.tualitorphory.blogspot.com Support Marketing Public Relation
  • 40. CONCEPT X Increase Product Awareness & Credibility Boost-Up Sales www.tualitorphory.blogspot.com Support Marketing Public Relation
  • 41. CONCEPT X Increase Product Awareness & Credibility Boost-Up Sales Cut Promotion Cost www.tualitorphory.blogspot.com Support Marketing Public Relation
  • 42. EXAMPLE X A Successful Public Relation Campaign
    •   Coke is ranked #2 overall on Facebook for the number of fans that they have.
    •   Coca-Cola's page on Facebook, which currently has 25.2 million “likes”.
    • The real-life result came in mid-March 2011, when annual sales showed Diet Coke overtook Pepsi for the first time, taking Pepsi’s No.2 spot:
    • 2010 Cola sales:
    • Coca-Cola: 1.6 billion cases
    • Diet Coke: 927 million cases
    • Pepsi: 892 million cases
    www.tualitorphory.blogspot.com
  • 43. SUMMARY
    • Using 5Ms in Developing & Advertising Program:
        • Mission, Money, Message, Media, Measurement,
    • Setting the GOAL!
        • Connect with Customer
        • Differentiate brand with Competitors - Broad & Flexible
        • Communicate to Media
  • 44. SUMMARY
    • 3. SCAMP factors affecting budget decision:
      • S tage of Product life cycle, C ompetition & Clutter, A dvertising Frequency, M arket Share & Consumer Base, P roduct Substitutability
    • 4. Developing the Advertising Campaign
    • 3 Important Steps of developing
    • 5. The 3-Key Print Ad Component : Picture, Headline, Copy
  • 45. SUMMARY
    • 6. Choosing Major Media Types:
      • Media type selection depends on target audience media habits, product & message characteristics and cost
    • 7. Evaluate Advertising Effectiveness include 4 Shares
      • Share of Expenditures
      • Share of Voice
      • Share of Mind & Heart
      • Share of Market
  • 46. SUMMARY
    • 8. Utilizing Sales Promotion
      • 3 tools in sales promotion that can benefit: Marketers, Manufacturers, Consumers, Retailers
    • 9. Manage Event Properly
      • Events are able to extend the relationship of Sponsor and Target Market
    • 10. Support Marketing Public Relation
      • It can increase product awareness & credibility, boost sales and cut promotion costs
  • 47. TOP 10 Learning Concepts MANAGING MASS COMMUNICATION CHAPTER 18 By: Theresia Situmorang September 2011 www.tualitorphory.blogspot.com