Ch18 managing mass communications hugo

473 views

Published on

Published in: Education
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
473
On SlideShare
0
From Embeds
0
Number of Embeds
28
Actions
Shares
0
Downloads
7
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Ch18 managing mass communications hugo

  1. 1. Powerful tools for the 21st century market <br />TOP 10 Learning Concepts Ch 18 Managing Mass Communications<br />Francis Benson C. Hugo<br />March 31, 2011<br />http://ph.linkedin.com/in/francisbensoncabehugo<br />
  2. 2. Outline: Managing Mass Communications<br />4 aspects of promotional mix (PEAS)<br />5Ms of Advertising<br />2<br />http://ph.linkedin.com/in/francisbensoncabehugo<br />
  3. 3. Concept 1:<br /><ul><li>Public relations </li></ul>- maintaining public image for the business<br />a. speaking at conferences<br /> b. working with the media<br /> c. employee communication <br />3<br />Mass Communications use 4 PEAS tools<br />http://ph.linkedin.com/in/francisbensoncabehugo<br />
  4. 4. Concept 1:<br /><ul><li>Events and experiences</li></ul>- becoming part of relevant<br /> moments<br />4<br />Mass Communications use 4 PEAS tools<br />http://ph.linkedin.com/in/francisbensoncabehugo<br />
  5. 5. Concept 1:<br /><ul><li>Advertising</li></ul>- persuading an audience to <br />purchase or take some action on:<br /><ul><li>products
  6. 6. ideas
  7. 7. services</li></ul>5<br />Mass Communications use 4 PEAS tools<br />http://ph.linkedin.com/in/francisbensoncabehugo<br />
  8. 8. Concept 1:<br /><ul><li>Sales promotions</li></ul>- providing incentives to customers<br /> to stimulate immediate sales<br />Examples:<br /><ul><li>coupons
  9. 9. product samples
  10. 10. premiums
  11. 11. freebies
  12. 12. contests
  13. 13. rebates</li></ul>6<br />Mass Communications use 4 PEAS tools<br />http://ph.linkedin.com/in/francisbensoncabehugo<br />
  14. 14. Concept 2:<br />7<br />5Ms of Advertising<br />Message<br />Money<br />Mission<br />Media <br />Measurement <br />http://ph.linkedin.com/in/francisbensoncabehugo<br />
  15. 15. Concept 2:<br /><ul><li>Mission
  16. 16. Focusing on the advertising objectives
  17. 17. Informative advertising </li></ul> – providing customers with data <br /> about product’s nature & function<br /> – to give the ad more credibility<br />8<br />5Ms of Advertising<br />http://ph.linkedin.com/in/francisbensoncabehugo<br />
  18. 18. Concept 2:<br /><ul><li>Mission
  19. 19. Focusing on the advertising objectives
  20. 20. Persuasive advertising </li></ul>- appealing to consumer’s<br /> emotions & general <br /> sensibilities<br />9<br />5Ms of Advertising<br />http://ph.linkedin.com/in/francisbensoncabehugo<br />
  21. 21. Concept 2:<br /><ul><li>Mission
  22. 22. Focusing on the advertising objectives
  23. 23. Reminder advertising</li></ul> - brief messages to keep<br /> a product in mind<br />10<br />5Ms of Advertising<br />http://ph.linkedin.com/in/francisbensoncabehugo<br />
  24. 24. Concept 2:<br /><ul><li>Mission
  25. 25. Focusing on the advertising objectives
  26. 26. Reinforcement advertising</li></ul> - reminds consumers of a <br /> product’s continued <br /> existence and unique <br /> benefits<br />11<br />5Ms of Advertising<br />http://ph.linkedin.com/in/francisbensoncabehugo<br />
  27. 27. Concept 2:<br /><ul><li>Money
  28. 28. Factors to consider:
  29. 29. Setting an advertising budget
  30. 30. Market share and consumer base
  31. 31. Competition</li></ul>12<br />5Ms of Advertising<br />http://ph.linkedin.com/in/francisbensoncabehugo<br />
  32. 32. Concept 2:<br /><ul><li>Message
  33. 33. Factors to consider:
  34. 34. Message generation and evaluation
  35. 35. Creative development and execution
  36. 36. Legal and social issues</li></ul>13<br />5Ms of Advertising<br />http://ph.linkedin.com/in/francisbensoncabehugo<br />
  37. 37. Concept 2:<br /><ul><li>Media
  38. 38. Major media types:
  39. 39. Newspapers Yellow pages
  40. 40. Television Newsletters
  41. 41. Direct mail Brochures
  42. 42. Radio Telephone
  43. 43. Magazines Internet</li></ul>14<br />5Ms of Advertising<br />http://ph.linkedin.com/in/francisbensoncabehugo<br />
  44. 44. Concept 2:<br /><ul><li>Measurement
  45. 45. Sales impact of advertising</li></ul>15<br />5Ms of Advertising<br />http://ph.linkedin.com/in/francisbensoncabehugo<br />
  46. 46. <ul><li>4 aspects of promotional mix (PEAS)
  47. 47. Advertising
  48. 48. Sales Promotions
  49. 49. Events and Experiences
  50. 50. Public relations
  51. 51. 5Ms of Advertising
  52. 52. Mission
  53. 53. Money
  54. 54. Message
  55. 55. Media
  56. 56. Measurement</li></ul>16<br />Summary<br />http://ph.linkedin.com/in/francisbensoncabehugo<br />
  57. 57. Powerful tools for the 21st century market <br />TOP 10 Learning Concepts Ch 18 Managing Mass Communications<br />Francis Benson C. Hugo<br />March 31, 2011<br />http://ph.linkedin.com/in/francisbensoncabehugo<br />

×