Ch18: Managing Mass Comm (Kotler)

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  • The Goal: or objective is the
  • -Greenfeilds Santa Rosa, Three years, marathon-Assoc of Philippine Medical Colleges, eventsHallo!^oo^
  • -Honda
  • -speeches, events-Vicky, launching in her home
  • Ch18: Managing Mass Comm (Kotler)

    1. 1. CH 18. MANAGING MASS COMMUNICATIONS<br />LOURDES TAN<br />12 May 2010<br />
    2. 2. Managing Mass Media<br />Steps in developing an advertising programs<br />5 M’s<br />Sales Promos<br />Events and Experiences<br />Public Relations<br />
    3. 3. 1. 5 M’S OF ADVERTISING<br />Concept:<br />MESSAGE<br />MISSION<br />MONEY<br />MEASUREMENT<br />MEDIA<br />
    4. 4. Kotler: Geico testimonials<br />Local: Tide, Olay testimonials<br />Medical application:<br />Belo testimonials<br />Herbal remedies testimonial<br />
    5. 5. 2. MISSION: “THE GOAL”<br />Concept: Informative, Persuasive, Reminder, Reinforcement <br />Kotler: Jacko is to Energizer<br />Local: Manny is to Vit-Water <br />RP Medical Application:<br />Maxene is to Cervarix<br />John Lloyd to Biogesic<br />
    6. 6. 3. MONEY: “THE BUDGET”<br />Concept: Stage in product life, market share, competition <br />Kotler: (Those with higher competition, advertise more)<br />Local: Bench, Penshoppe<br />RP Medical Application:<br />Pharma: Mercury drug, <br />Generics Pharmacy<br />
    7. 7. 4. MESSAGE: “THE CAMPAIGN”<br />Concept: Advertising message and creative strategy<br />Kotler: (Ads where you are in it)<br /><ul><li>Local: GMA “Where you belong”</li></ul>RP Medical Application: <br />Medical City “Patient at center Stage”<br />
    8. 8. 5. MEDIA: “THE MEDIA”<br />Concept: Vehicle<br />Kotler: Interactive BBC Billboard<br />Local: Globe Tattoo interactive billboard<br />RP Medical Application:<br />Real Beauty, Dove campaign<br />Ponds Diaries, series commercial<br />
    9. 9. 6. MEASUREMENT: “EVALUATING EFFECTIVENESS”<br />Concept: Communication effect research<br />Kotler: (Consumer feedback method)<br />Local: Globe, Smart<br />RP Medical Application:<br />The Medical City<br />
    10. 10. 7. SALES PROMOTIONS<br />Concept: Consumer promotion tools<br />Kotler: Patronage Awards<br />Local: Powerbooks Card, Coffee Bean Swirl Card <br />RP Medical Application:<br />TMC Plus card<br />Mercury Drug Suki Card<br />
    11. 11. 8. SPONSORING EVENTS<br />Concept: Identify with target market<br />Kotler: Old Spice is to college sports<br />Local: PAL Mabuhay Milers is to golf tournaments<br />RP Medical Application:<br /><ul><li>Unilab Greenfields Sunset Run
    12. 12. Unilab at APMC</li></li></ul><li>9. CUSTOMER EXPERIENCE MANAGEMENT<br />Concept: Experiential marketing, education<br />Kotler: M & M’s World, NYC<br />Local: Honda Motorbikes, Petron FulltankXtra Challenge<br />RP Medical Application:<br />Hospital tours in Medical City<br />
    13. 13. 10. PUBLIC RELATIONS AND PUBLICITY<br />Concept: To reach to the audience<br />Kotler: Richard Branson<br />Local: Manny Pacquiao<br />RP Medical Application: <br />Dr. Bengzon<br />Dr. Vicky Belo<br />
    14. 14. In mass media, it’s crucial to follow the 5M’s for effective advertising.<br />
    15. 15. CH 18. MANAGING MASS COMMUNICATIONS<br />LOURDES TAN<br />12 May 2010<br />

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