1. Top 10 Concepts Managing Mass Communications Advertising, Sales Promotions, Sponsorships, and Public Relations Russell Rivera Ateneo School of Medicine and Public Health

2. What is Advertising? Sales Promotions Sponsorships Public Relations Outline

3. Sales goals Advertising Objectives Concept 1: Advertising needs to have Goals

4. Advertising objective: Persuasion Kotler: Bud litevs Miller lite Local: Vaseline vs Brand X Health: Centrum vs Brand X Concept 1: Advertising needs to have Goals

5. Concept 2: Advertising budget will Depend on the Product NEW? OLD? SUBSTITUTABLE? BIG MARKET SHARE?

6. Kotler: Beer Local: Subaru Health: The Medical City Concept 2: Budget will Depend on the Product

7. What does it say? What is its impact? Concept 3: Creative Development and Execution of Ads

8. Kotler: Aflac Local: Coca-Cola Health: Executive Optical Concept 3: Creative Development and Execution of Ads

9. Concept 4: How to get the message across

10. Kotler: Apple TV ad Local: Ginebra Health: St Luke’s Global City Concept 4: How to get the message across

11. Concept 5: Product Placement = Location, Location, Location!

12. Kotler: Nike, Fedex, The Apprentice Local: Belo, Bench Health: The Medical City, St. Lukes Concept 5: Product Placement = Location, Location, Location!

13. Concept 6: Timing of Advertisements = Punchline FORGETFULLNESS NEW CUSTOMERS

14. Kotler: Super Bowl event Local: Coca-Cola, McDonalds Health: Vitamin Brands, Dengue months Concept 6: Media Timing = Punchline

15. Portfolio tests Laboratory Test Sales-Effect research Concept 7: Determinants of Success in Advertising

16. Kotler: Information Resources Local: Surveys for the elections Health: Belo Concept 7: Determinants of Success in Advertising

17. Concept 8: Sales Promotion = Enticement

18. Kotler: Body by Milk Local: Coupons of Jollibee Health: Free facial treatment Concept 8: Sales Promotion = Enticement

19. Concept 9: Sponsorships = Go Big Time

20. Kotler: American Express and US Open Tennis Local: Federal Tires Health: Medical Mission from drug companies Concept 9: Sponsorships = Go Big Time

21. Concept 10: Public Relations = The force behind the Image

22. Kotler: Project Erase Local: Noynoy Health: Medical City Concept 10: Public Relations = 007

23. 5 M’s of Advertising Sales Promotions Sponsorships Public Relations Summary

24. Top 10 Concepts Managing Mass Communications Advertising, Sales Promotions, Sponsorships, and Public Relations Russell Rivera Ateneo School of Medicine and Public Health