Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

2. Outline:
Mass Communications is….
Important component of a business (why?)
There a various tools used in mass
communications (examples, nature and use)
#advertisingdoneright
#salespromotioniskey
#createbrandexperiences
#publicrelationswithresults

3. MASS COMMUNICATIONS plays an important
role in business
Launching a new product /
business
Advertise a product / service
Compete in the market

4. Advertising
Events and Experiences
Sales Promotion
Public Relations
What are the ways?

5. • Start by defining your target market and
buyer motives
• Perform the following procedures (5 M’s):
– Set objectives (Mission)
– Establish budget (Money)
– Develop your message (Message)
– Plan which media to use (Media)
– Measure communication effect (Measurement)
#advertisingdoneright

6. • Offers an incentive, mostly short-term
• Includes tools for consumer promotion, trade
promotion and business and sales force
promotion
#salespromotioniskey

7. • Can broaden and deepen a company or brand’s
relationship with the target market
#createbrandexperiences
• Also connects a
product or service
with unique and
interesting
experiences

8. • Includes a variety of programs to promote or
protect a company’s image or individual
products
• Main tools are: publications, events, news,
community affairs, social responsibility
#publicrelationswithresults