Chapter 18 managing mass communications

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Chapter 18 managing mass communications

  1. 1. Chapter 186 ConceptsManaging MassCommunications:Advertising,Sales Promotions,Events and Experiences, andPublic RelationsBy: Abigail Fonte
  2. 2. What to Know about Advertising? 5 M’s of Advertising Advertising Objectives Factors to Consider in SettingAdvertising Budget Media Selection Using Sales Promotions Using Sponsored Event
  3. 3. I. 5 M’s of Advertising Mission◦ Sales Goals◦ Advertising ObjectivesConcept 1
  4. 4. I. 5 M’s of Advertising Money◦ Stage in PLC (product life cycle)◦ Market share & consumer base◦ Competition & clutter◦ Advertising frequency◦ Product substitutabilityConcept 1
  5. 5. I. 5 M’s of Advertising Message◦ Generation◦ Evaluation and Selection◦ Execution◦ Social-Responsibility ReviewConcept 1
  6. 6. I. 5 M’s of Advertising Media◦ Reach, frequency, impact◦ Media Types◦ Specific media vehicles◦ Media timing◦ Geographical media allocationConcept 1
  7. 7. I. 5 M’s of Advertising Measurement: Impact◦ Communication “people starts talking about it” “the message is correctly transmitted”◦ Sales “increase in sales results” volume valueConcept 1
  8. 8.  Mission◦ Increase sales and profit◦ Hit target budget set for the year◦ Attract prospects◦ Inform about the productConcept 1
  9. 9.  Money◦ How much can we spend vs. profit◦ Knowing target market (class A and B) toalign with the kind of branding inmarketing the productConcept 1
  10. 10.  Message◦ What?◦ When?◦ Where?◦ How?◦ Why the product?◦ Why the developer?Concept 1
  11. 11.  Media◦ Magazine Ads◦ Billboards◦ TV Ads◦ News prints◦ Local or Foreign◦ Websites Social NetworksConcept 1
  12. 12.  Measurement◦ Increase in sales◦ Continuous inquiries◦ Brand recall◦ Growth◦ Loyal clientsConcept 1
  13. 13. II. Advertising Objectives Informative◦ Objective isto relayinformationto targetaudience.Concept 2
  14. 14. II. Advertising Objectives Persuasive◦ Objective is to encourage audienceConcept 2
  15. 15. II. Advertising Objectives Reminder◦ Objective is to remind audienceConcept 2
  16. 16. II. Advertising Objectives Reinforcement◦ Objective is toprove andreassure audiencethat they made theright decision inpurchasing yourproductConcept 2
  17. 17. III. Factors to Consider inSetting an Advertising Budget Stage in the product life cycle Market share and consumer base Competition and clutter Advertising frequency Product substitutabilityConcept 3
  18. 18.  Stage in the product life cycle◦ Launch / Pre-selling◦ Percentage sold◦ Percentage complete◦ Date of completionConcept 3
  19. 19.  Market share and consumer base◦ Class A & B◦ Discerning Affluent◦ Local and ForeignConcept 3
  20. 20.  Competition and clutter◦ Rockwell Land◦ Shangri-La◦ SM PrimeConcept 3
  21. 21.  Advertising frequency◦ Monthly news clips◦ At least 6-months billboard contracts◦ As frequent as possible in websites andsocial mediaConcept 3
  22. 22.  Product substitutability◦ High end residential properties have lessdensity in the industry as compared withthe more affordable products◦ Lower density = higher production andprofitConcept 3
  23. 23. IV. Media Selection Reach Frequency Impact ExposureConcept 4
  24. 24.  Reach◦ Local and International (Global) Frequency◦ As often as possible Impact◦ Attractive and convincing Exposure◦ Highest possible / worldwideConcept 4
  25. 25. Major Media Types Newspapers Television Direct mail Radio Magazines Outdoor Yellow Pages Newsletters Brochures Telephone InternetConcept 4
  26. 26. Sales Promotion TacticsConsumer-directed Samples Coupons Cash refund offers Price offs Premiums Prizes Patronage rewards Free trials Tie-in promotionsTrade-directed Price offs Allowances Free goods Sales contests Spiffs Trade shows SpecialtyadvertisingConcept 4
  27. 27. Concept 4
  28. 28. V. Using Sales Promotions Establish objectives Select tools Develop program Pretest Implement and control Evaluate resultsConcept 5
  29. 29.  Establish objectives◦ Increase sales (which project) Select tools◦ Promo terms Develop program◦ Events / Invites Pretest◦ From historical data (preferred paymentoption) Implement and control Evaluate resultsConcept 5
  30. 30. Volume ValueAGE 3 14,190,700Anvaya Cove 0 -Anvaya Shares 0 -Garden Towers 17 334,118,000Serendra 0 -Park Terraces 2 26,158,504Park Point Residences 0 -22 374,467,204Event ResultsConcept 5
  31. 31. VI. Using Sponsored Event Establish objectives◦ Tap new client Choose events◦ Appropriate for the product◦ Study market attending◦ Check location and feasibility Design programs◦ Appropriate with the event◦ Connected with the product Measure effectiveness◦ Established client database◦ Increase in sales / inquiry◦ Good feedbackConcept 6
  32. 32. Concept 6
  33. 33. Summary:Mass Communication Marketing Concepts… 5 M’s of Advertising Advertising Objectives Factors to Consider in SettingAdvertising Budget Media Selection Using Sales Promotions Using Sponsored Event
  34. 34. Chapter 186 ConceptsManaging MassCommunications:Advertising,Sales Promotions,Events and Experiences, andPublic RelationsBy: Abigail Fonte

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