The document discusses managing mass communications. It outlines that mass communications utilizes 4 tools - sales, promotion, public relations, events and experiences, and advertising. It also discusses developing the 5Ms of advertising - mission, money, message, media, and measurement. Finally, it recommends always seeking the "big idea", using alternative advertising options, selecting proper media timing, managing events properly, creating a good customer experience, having marketing and public relations support marketing, and evaluating effectiveness through 4 factors.

1. Managing Mass Communications Understanding their use in today’s environment Bea Pacheco Ateneo Graduate School of Business December 2009 Top 10 Concepts (Visual Edition)

2. Outline: Managing Mass Communications… 4 tools (SPREAd) 5Ms of Advertising “ the BIG idea” Using alternatives? Media timing

3. Outline: Managing Mass Communications… Benefits (who?) Manage events (why?) Customer experience Role of MPR Evaluate effectiveness (how?)

4. Managing Mass Communications…

5. Managing Mass Communications… Utilizes 4 SPREAd tools.

6. Managing Mass Communications… Utilizes 4 S PREAd tools. Sales Promotion

7. Managing Mass Communications… Utilizes 4 S PR EAd tools. Sales Promotion Public Relations

8. Managing Mass Communications… Utilizes 4 SPR E Ad tools. Sales Promotion Public Relations Events & Experiences

9. Managing Mass Communications… Utilizes 4 SPRE Ad tools. Sales Promotion Public Relations Events & Experiences Advertising

10. Managing Mass Communications… Develop 5M’s of Advertising Sales Promotion Public Relations Events & Experiences Advertising 5

11. Managing Mass Communications… Develop 5M’s of Advertising Sales Promotion Public Relations Events & Experiences Advertising 5 Mission

12. Managing Mass Communications… Develop 5M’s of Advertising Sales Promotion Public Relations Events & Experiences Advertising 5 Mission Money

13. Managing Mass Communications… Develop 5M’s of Advertising Sales Promotion Public Relations Events & Experiences Advertising 5 Mission Money Message

14. Managing Mass Communications… Develop 5M’s of Advertising Sales Promotion Public Relations Events & Experiences Advertising 5 Mission Money Message Media

15. Managing Mass Communications… Develop 5M’s of Advertising Sales Promotion Public Relations Events & Experiences Advertising 5 Mission Money Message Media Measurement

16. Managing Mass Communications… Always seek the “BIG” idea Sales Promotion Public Relations Events & Experiences Advertising 5 Mission Money Message Media Measurement IDEA

17. Managing Mass Communications… Alternative advertising options may also work. Sales Promotion Public Relations Events & Experiences Advertising 5 Mission Money Message Media Measurement IDEA “ Alter”-native

18. Managing Mass Communications… Select appropriate Media Timing. Sales Promotion Public Relations Events & Experiences Advertising 5 Mission Money Message Media Measurement IDEA “ Alter”-native Timing

19. Managing Mass Communications… Sales promotion tools provide benefits to everyone. Sales Promotion Public Relations Events & Experiences Advertising 5 Mission Money Message Media Measurement IDEA “ Alter”-native Timing Everyone

20. Managing Mass Communications… Manage events properly. Sales Promotion Public Relations Events & Experiences Advertising 5 Mission Money Message Media Measurement IDEA “ Alter”-native Timing Everyone Deepens Relationship

21. Managing Mass Communications… Create experience for Customers. Sales Promotion Public Relations Events & Experiences Advertising Unique Experiences 5 Mission Money Message Media Measurement IDEA “ Alter”-native Timing Everyone Deepens Relationship

22. Managing Mass Communications… Support marketing department with M arketing P ublic R elations. Sales Promotion Public Relations Events & Experiences Advertising Unique Experiences 5 Mission Money Message Media Measurement IDEA “ Alter”-native Timing Everyone Deepens Relationship Builds credibility

23. Managing Mass Communications… Evaluate Advertising Effectiveness adds up 4 shares. Sales Promotion Public Relations Events & Experiences Advertising Unique Experiences 5 Mission Money Message Media Measurement IDEA “ Alter”-native Timing Everyone Deepens Relationship Builds credibility Voice Mind & Heart Market Expenses

24. Summary: Managing Mass Communications… 4 tools (SPREAd) Develop 5Ms of Advertising Always seek “the BIG idea” Using alternatives can work Select proper timing

25. Summary: Managing Mass Communications… Sales promotions tools benefit everyone Manage events properly Creates customer experience MPR supports marketing department Evaluate effectiveness through 4 shares

26. Managing Mass Communications Understanding their use in today’s environment Bea Pacheco Ateneo Graduate School of Business December 2009 Top 10 Concepts (Visual Edition)