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http://lynietumabini1.blogspot.com
CHAPTER 18:
MANAGING MASS
COMMUNICATIONS
Lynie Tumabini
September 17, 2013
http://lynietumabini1.blogspot.com
 Mass-communication tools
• Advertising
• Sales Promotions
• Events and Experiences
• ...
http://lynietumabini1.blogspot.com
1. Advertising
2. Sales Promotions
3. Events and Experiences
4. Public Relations and Pu...
http://lynietumabini1.blogspot.com
5 Major Decisions (5Ms)
Mission Money
Message Media
Measurement
Concept #1
ADVERTISING
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Advertising objectives
• Informative
• Persuasive
• Reminder
• Reinforcement
Mission
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Budget decisions:
•Product life cycle
•Market share & consumer base
•Competition and cl...
http://lynietumabini1.blogspot.com
• Message Strategy – positioning of an
ad – What?
• Creative Strategy – how the ad
expr...
http://lynietumabini1.blogspot.com
Finding the most cost-effective media
RIFE
• Reach – no. of different persons exposed t...
http://lynietumabini1.blogspot.com
• Communication effect
- use advertising pretest research
techniques
• Sales effect
Mea...
http://lynietumabini1.blogspot.com
Example of Advertising
http://lynietumabini1.blogspot.com
Incentive tools to stimulate quicker or
greater purchase of a product (CTS)
• Consumer ...
http://lynietumabini1.blogspot.com
Example of Sales Promotions
in Natasha
http://lynietumabini1.blogspot.com
Broadening and deepening a company
or brand’s relationship with the target
market
•Choo...
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Example of Event in
Natasha
http://lynietumabini1.blogspot.com
Promoting or protecting a company’s
image or product: (PPCLC)
• Press relations
• Produ...
http://lynietumabini1.blogspot.com
Example of PR and
Publicity
http://lynietumabini1.blogspot.com
1. Advertising - 5 Ms
2. Sales Promotions - CTS
3. Events and Experiences
4. Public Rel...
http://lynietumabini1.blogspot.com
CHAPTER 18:
MANAGING MASS
COMMUNICATIONS
Lynie Tumabini
September 17, 2013
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Chapter 18 managing mass communications v18

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Chapter 18 managing mass communications v18

  1. 1. http://lynietumabini1.blogspot.com CHAPTER 18: MANAGING MASS COMMUNICATIONS Lynie Tumabini September 17, 2013
  2. 2. http://lynietumabini1.blogspot.com  Mass-communication tools • Advertising • Sales Promotions • Events and Experiences • Public Relations and Publicity  Summary OUTLINE
  3. 3. http://lynietumabini1.blogspot.com 1. Advertising 2. Sales Promotions 3. Events and Experiences 4. Public Relations and Publicity 4 Mass-Communication Tools: ASEP
  4. 4. http://lynietumabini1.blogspot.com 5 Major Decisions (5Ms) Mission Money Message Media Measurement Concept #1 ADVERTISING
  5. 5. http://lynietumabini1.blogspot.com Advertising objectives • Informative • Persuasive • Reminder • Reinforcement Mission
  6. 6. http://lynietumabini1.blogspot.com Budget decisions: •Product life cycle •Market share & consumer base •Competition and clutter •Advertising frequency •Product substitutability Money
  7. 7. http://lynietumabini1.blogspot.com • Message Strategy – positioning of an ad – What? • Creative Strategy – how the ad expresses the brand claims? Message
  8. 8. http://lynietumabini1.blogspot.com Finding the most cost-effective media RIFE • Reach – no. of different persons exposed to particular media schedule. • Impact – qualitative value of exposure • Frequency – no. of times exposed to the message • Exposure = reach x frequency Media Selection
  9. 9. http://lynietumabini1.blogspot.com • Communication effect - use advertising pretest research techniques • Sales effect Measurement: Did it work?
  10. 10. http://lynietumabini1.blogspot.com Example of Advertising
  11. 11. http://lynietumabini1.blogspot.com Incentive tools to stimulate quicker or greater purchase of a product (CTS) • Consumer promotion – samples, coupons, cash refund offers, free trials • Trade promotion – free goods, prices off • Sales force promotion – conventions, trade shows, contest for sales reps Concept # 2 SALES PROMOTIONS
  12. 12. http://lynietumabini1.blogspot.com Example of Sales Promotions in Natasha
  13. 13. http://lynietumabini1.blogspot.com Broadening and deepening a company or brand’s relationship with the target market •Choosing events •Designing sponsorship program •Measuring sponsorship activities  Supply-side  Demand-side Concept #3 EVENTS AND EXPERIENCES
  14. 14. http://lynietumabini1.blogspot.com Example of Event in Natasha
  15. 15. http://lynietumabini1.blogspot.com Promoting or protecting a company’s image or product: (PPCLC) • Press relations • Product publicity • Corporate communications • Lobbying • Counseling Concept #4 PUBLIC RELATIONS (PR) AND PUBLICITY
  16. 16. http://lynietumabini1.blogspot.com Example of PR and Publicity
  17. 17. http://lynietumabini1.blogspot.com 1. Advertising - 5 Ms 2. Sales Promotions - CTS 3. Events and Experiences 4. Public Relations and Publicity-PPCLC SUMMARY: 4 Mass-Communication Tools: ASEP
  18. 18. http://lynietumabini1.blogspot.com CHAPTER 18: MANAGING MASS COMMUNICATIONS Lynie Tumabini September 17, 2013

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