Chapter 18 managing mass communications revised2


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Chapter 18 managing mass communications revised2

  1. 1. CHAPTER 18: MANAGING MASS COMMUNICATIONS Lynie Tumabini September 17, 2013
  2. 2. In this chapter, we will address the following questions: 1.What steps are required in developing an advertising program? 2.How should sales promotion decisions be made? 3.What are the guidelines for effective brand- building events and experiences? 4. How can companies exploit potential of public relations and publicity? Chapter 18
  3. 3. Concepts in Managing Mass Communications (4 Mass-Communication Tools) ASEP 1.Advertising 2.Sales Promotions 3.Events and Experiences 4.Public Relations and Publicity Outline
  4. 4. Developing Advertising Program 1.Identify Concept #1 ADVERTISING Motive s
  5. 5. 2. Make 5 Major Decisions (5Ms) Mission Money Message Media Measurement Concept #1 ADVERTISING
  6. 6. Example no. 1 of Concept #1 Advertising Program  Target Market  Brand  Sales goals  Advertising Objectives • Ages 15-25 • Increase sales • Increase market share • Increase product line • Awareness and knowledge of new product • Create excitement and preference
  7. 7. Example no. 2 of Concept #1 Advertising Program….. Product life cycle Market share & consumer base Competition and clutter Advertising frequency Product substitutability jeans and apparel •Advertising contract with ABS CBN Publishing Inc. •July – Dec 2013 placements •Magazines such as Star Studio, Digital Ad, Chalk, and UAAP •Budget P1M
  8. 8.  Message Strategy – positioning of an ad  Creative Strategy – how the ad expresses the brand claims Example no. 3 of Concept #1 Advertising Program…..
  9. 9. Media selection •Reach •Impact •Frequency •Exposure Example no. 4 of Concept #1 Advertising Program….. •Billboard •Tarpaulin •Catalogue print •Brochures •Radio •Internet •Online Catalogue •Magazine
  10. 10. Example no. 5 of Concept #1 Advertising Program….. Measurement: Did it work? •Survey – product rating •% advertising cost to sales •Sales report per brand
  11. 11. Incentive tools to stimulate quicker or greater purchase of a product • Consumer promotion – samples, coupons, cash refund offers, free trials • Trade promotion – free goods, prices off, allowance • Sales force promotion – conventions, trade shows, contest for sales reps, specialty advertising Concept # 2 SALES PROMOTIONS
  12. 12. Major decisions: 1.Establish objectives 2.Select the tools 3.Develop the program 4.Pre-test the program 5.Implement and control 6.Evaluate the results Concept # 2 SALES PROMOTIONS
  13. 13. Examples of Sales Promotions in
  14. 14. Objectives: 1.Identify with a particular target market and lifestyle 2.Increase salience of company or product name 3.Create or reinforce perceptions of key brand image 4.Enhance corporate image 5.Create experiences and evoke feelings 6.Express commitment to the community or social issues 7.Entertain key clients or reward key employees 8.Permit merchandising and promotional opportunities Concept #3 EVENTS AND EXPERIENCES
  15. 15. Major decisions: •Choosing events •Designing sponsorship programs •Measuring sponsorship activities Concept #3 EVENTS AND EXPERIENCES
  16. 16. Example of Event in
  17. 17. Promoting or protecting a company’s image or product 1.Press relations 2.Product publicity 3.Corporate communications 4.Lobbying 5.Counselling Concept #4 PUBLIC RELATIONS (PR) AND PUBLICITY
  18. 18. Major decisions: •Establishing objectives •Choosing messages and vehicles •Implementing the plan •Evaluating results Concept #4 PUBLIC RELATIONS (PR) AND PUBLICITY
  19. 19. Example of PR and Publicity
  20. 20. 1. Advertising - 5 Ms 2. Sales Promotions - CTS 3. Events and Experiences 4. Public Relations and Publicity-PPCLC SUMMARY: 4 Mass-Communication Tools: ASEP
  21. 21. CHAPTER 18: MANAGING MASS COMMUNICATIONS Lynie Tumabini September 17, 2013