The focus of the discussion is Advertising

1. Managing Mass
Communications:
ADVERTISING, sales, promotions,
events and experiences, and public
relations.
MARCY SANTOS ||v83 Marketing Management

2. OUTLINE
PRESENTATION
WHAT IS ADVERTISING?
HOW DO I ADVERTISE?
Now it's time to look at advertising objectives!
Advertising is all around us! Let's check all its mediums.
WHERE CAN I ADVERTISE?
OK, SO HOW DOES THIS APPLY TO MY LIFE?
Excited to learn advertising concepts!

3. ADVERTISING
is a way to disseminate
messages, whether to BUILD A
BRAND PREFERENCE or
EDUCATE PEOPLE
$603M = P29B
is spent on PH digital
advertising (2019)
$87.79M=P4.2B
Is spent on social
media ads (2020)
54.20M
Filipinos can be
reached by
advertisements in
YOUTUBE
Data source: https://datareportal.com/reports/digital-2021-philippines

4. GUIDE MAP
Developing Advertising
Program
MISSION MONEY
MESSAGE
MEDIA
MEASUREMENT

5. INFORMATIVE
Brand Awareness
+
Product Knowledge
REMINDER
Repeat Purchase
PERSUASIVE
Liking, Preference,
Purchase
REINFORCEMENT
"You made the RIGHT
choice!"
ADVERTISING
OBJECTIVE
is a specific communications
task and achievement level
to be accomplished with a
specific audience in a specific
period of time.

6. MESSAGE
“What should the ad
campaign say?”

7. Major
Media Types
NEWSPAPER BROCHURE NEWSLETTER
RADIO YELLOW PAGES OUTDOOR
DIRECT MAIL TELEVISION MAGAZINE

8. “What media
should we use?”
MEDIA

9. “How should we
evaluate the result?”

10. NOW WHAT?
How can I apply this in
my HR profession?

11. HR
Organization
Development
As an Organization Development
practitioner, my major responsibilities
are :
• Job and Organization Design
• Change Management
• Talent Management
HI, IM MARCY

12. COMMUNICATION
Efficient and effective communication
is one of the keys to a successful
change management program!
Change
Management ADVERTISEMENT

13. CHANGE
MANAGEMENT
COMMUNICATION
ADVERTISEMENT
• Cascade information
• Get commitment from involved
employees
• Easy adaptation to changes
• Program continuity
PURPOSE
• Informative
• Persuasive
• Reminder
• Reinforcement
PURPOSE

14. GUIDE MAP
For Change Management
Communications
MISSION
Objective of the
HR program
MONEY
Overall budget
of the program
MESSAGE
Tailor-fit to the
recipient of
message
MEDIA
Identify strategic
location for the
placement of message
MEASUREMENT
Accuracy, Timeliness and Response of
employees to the recent changes

15. “ADVERTISEMENTS”
in our office
PROJECT
PHASE
TARGET
AUDIENCE
GOAL MESSAGE/ CONTENT MATERIAL MEDIUM/ CHANNEL FREQUENCY
Assessment &
Design
Employees Introduce Project Swift What, Why, How
Letter from the
President/CEO
Email, GTBP FB Page,
Bulletin Board
One time
(launch of project)
Assessment &
Design
Employees
Engage employees on
the project
High level project overview
• Primer and FAQs
• Introduction of Project
Team
Email, Bulletin Board One time
Assessment &
Design
SGMs/ GMs/ HRDs
• Program buy-in
• Local program sponsor
High level project overview Presentation deck Online Meeting One time
Assessment &
Design
Project Swift PAT
(Pepsi Action Team)
Onboard PAT on the
project
High level project overview
and timelines
Presentation deck Online Meeting One time
Detailed Design
and Change
Management
Project Swift PAT
(Pepsi Action Team)
Alignment for faster
decision-making and
resolution
Project milestone,
timelines, and challenges
(current and foreseen)
Presentation deck Online Meeting Twice a month
Detailed Design
and Change
Management
All Employees
Maintain project
engagement
High level project
milestone
Infographics
Email, GTBP FB Page,
Bulletin Board
Twice a month
Full
Implementation
SGMs/ GMs/ HRDs
Guide/Support
employees during
transition
High level implementation
activities
Presentation deck Online Meeting One time
Full
Implementation
Project Swift PAT
(Pepsi Action Team)
Discuss and align on
implementation strategy
Full implementation
strategies
Presentation deck Online Meeting One time
Full
Implementation
All Employees
Cascade new structure,
policies, positions, etc
New systems, policies,
and structures.
Presentation deck
Meeting led by Local
Mancom
One time
Full
Implementation
All Employees
Cascade new structure,
policies, positions, etc
New systems, policies,
and structures.
Project milestone
overview
Memorandum, Policies
Cascade, Learning
Session
One time
STRATEGY
TIMELINES

16. • Use the 5Ms as guide in developing your advertisement
• Know your main objective & medium in your advertisement
• Advertisements have many uses- even in HR!
• Advertisement is EVERYWHERE!
Summary