1. Chapter 18The Important Concepts of Managing Mass Communicationsaccording to Dr. Otayza James Victor K. Otayza, MD Ateneo Graduate School of Business May 15, 2010

2. Managing Mass Communicationsentails… Advertising Sales promotion Media timing Involvement in events and experiences Public relations

3. Advertising any paid form of non-personal presentation and promotion Mission Money Message Media Measurement

4. Mission: what objective? Informative -RTDs Reminder -Colgate Persuasive -Quadtab(4-in-1 drug for TB) Reinforcement -Go Organic “make the right choice”

5. Money: what’s the budget? Product life cycle Market share/consumer base Competition & clutter Ad frequency Product substitutability

6. Message: let them know! Message strategy –what? Colt 45 is a “”drink for real men” Creative strategy –how? Big bottle of Colt 45 falls and crushes “weak” guy

7. Media selection: is RIFE Finding the most cost-effective media Reach –number exposed in a specified time Impact –quality of exposure through a given medium Frequency –number of times exposed Exposures –Reach x Frequency

8. BRIDGE TO MEDICINE: A majorhospital launched a radio advertisement informing the public of new services offered at lower prices. The ad included testimonies by satisfied clients.

9. BRIDGE TO MEDICINE: The anti-smoking poster of the DOH showing all the diseases caused by smoking plays on peoples fear reaching majority of the population with maximum impact.

10. Measurement: did it work? Reflected in sales use CLaP Consumer feedback Lab tests Portfolio tests

11. Sales Promotion Tools to stimulate quicker or greater purchase of a product Rebates Free trials Discount coupons Product warranties

12. BRIDGE TO MEDICINE: NSPI Dialysis Center gives their clients a free treatment for every 10 treatments at their center.

13. Media Timing and Pattern largely depends on: Buyer turnover Purchase frequency Forgetting rate

14. For new product launching: Continuity Concentration Flighting Pulsing

15. BRIDGE TO MEDICINE: In the opening a new clinic, a group of physicians decided for a whole day grand opening complete with a free clinic and medicines

16. Events/Experiences Connecting with the consumer on a more personal level thru: Interactive booths Fairs and festivals Fund raisers Creating an “atmosphere”

17. BRIDGE TO MEDICINE: Nestle sponsors annual marathons reminding the consumer that exercise and Milo keeps one fit and healthy.

18. Public Relations 1.promote or protect a company’s image or product 2.builds CREDIBILITY, AWARENESS 3.lessens PROMOTIONAL COSTS

19. Evaluation is CAAtChE Comprehension Awareness Attitude Change Contribution to sales number of Exposures

20. Functions: Press relations –setting the company in the best possible light Product publicity Corporate communication –promote understanding thru communication Lobbying & counselling

21. BRIDGE TO MEDICINE: Unilab’s RITEMED ads shows it cares for the masses by producing medicines that are both cheap and effective, thus endearing the company to customers.

22. In a … Advertising -5 M’s, CLaP Sales promotion –think gimmicks Media is RIFE Involvement in events and experiences Public relations promotes CrAP and is measured by CAAtChE

23. Marketing takes something we like…

24. …and turns it into something we WANT.