1. Powerful tools for the 21st century market TOP 10 Learning Concepts Ch 18 Managing Mass Communications Francis Benson C. Hugo March 31, 2011 http://ph.linkedin.com/in/francisbensoncabehugo

2. Outline: Managing Mass Communications 4 aspects of promotional mix (PEAS) 5Ms of Advertising 2 http://ph.linkedin.com/in/francisbensoncabehugo

6. ideas

7. services5 Mass Communications use 4 PEAS tools http://ph.linkedin.com/in/francisbensoncabehugo

9. product samples

10. premiums

11. freebies

12. contests

13. rebates6 Mass Communications use 4 PEAS tools http://ph.linkedin.com/in/francisbensoncabehugo

14. Concept 2: 7 5Ms of Advertising Message Money Mission Media Measurement http://ph.linkedin.com/in/francisbensoncabehugo

16. Focusing on the advertising objectives

17. Informative advertising – providing customers with data about product’s nature & function – to give the ad more credibility 8 5Ms of Advertising http://ph.linkedin.com/in/francisbensoncabehugo

19. Focusing on the advertising objectives

20. Persuasive advertising - appealing to consumer’s emotions & general sensibilities 9 5Ms of Advertising http://ph.linkedin.com/in/francisbensoncabehugo

22. Focusing on the advertising objectives

23. Reminder advertising - brief messages to keep a product in mind 10 5Ms of Advertising http://ph.linkedin.com/in/francisbensoncabehugo

25. Focusing on the advertising objectives

26. Reinforcement advertising - reminds consumers of a product’s continued existence and unique benefits 11 5Ms of Advertising http://ph.linkedin.com/in/francisbensoncabehugo

28. Factors to consider:

29. Setting an advertising budget

30. Market share and consumer base

31. Competition12 5Ms of Advertising http://ph.linkedin.com/in/francisbensoncabehugo

33. Factors to consider:

34. Message generation and evaluation

35. Creative development and execution

36. Legal and social issues13 5Ms of Advertising http://ph.linkedin.com/in/francisbensoncabehugo

38. Major media types:

39. Newspapers Yellow pages

40. Television Newsletters

41. Direct mail Brochures

42. Radio Telephone

43. Magazines Internet14 5Ms of Advertising http://ph.linkedin.com/in/francisbensoncabehugo

45. Sales impact of advertising15 5Ms of Advertising http://ph.linkedin.com/in/francisbensoncabehugo

47. Advertising

48. Sales Promotions

49. Events and Experiences

50. Public relations

51. 5Ms of Advertising

52. Mission

53. Money

54. Message

55. Media

56. Measurement16 Summary http://ph.linkedin.com/in/francisbensoncabehugo

57. Powerful tools for the 21st century market TOP 10 Learning Concepts Ch 18 Managing Mass Communications Francis Benson C. Hugo March 31, 2011 http://ph.linkedin.com/in/francisbensoncabehugo