This document outlines concepts for managing mass communications, including the 4 aspects of a promotional mix (public relations, advertising, sales promotions, and events/experiences) and the 5Ms of advertising (mission, money, message, media, and measurement). It discusses using each tool to maintain a business's public image, persuade audiences, and stimulate sales. The 5Ms section explores setting advertising budgets and objectives, generating appropriate messages, choosing media types, and measuring sales impact.

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

2. Outline: Managing Mass Communications4 aspects of promotional mix (PEAS)5Ms of Advertising2http://ph.linkedin.com/in/francisbensoncabehugo

3. Concept 1:Public relations - maintaining public image for the businessa. speaking at conferences b. working with the media c. employee communication 3Mass Communications use 4 PEAS toolshttp://ph.linkedin.com/in/francisbensoncabehugo

4. Concept 1:Events and experiences- becoming part of relevant moments4Mass Communications use 4 PEAS toolshttp://ph.linkedin.com/in/francisbensoncabehugo

5. Concept 1:Advertising- persuading an audience to purchase or take some action on:products

6. ideas

7. services5Mass Communications use 4 PEAS toolshttp://ph.linkedin.com/in/francisbensoncabehugo

8. Concept 1:Sales promotions- providing incentives to customers to stimulate immediate salesExamples:coupons

9. product samples

10. premiums

11. freebies

12. contests

13. rebates6Mass Communications use 4 PEAS toolshttp://ph.linkedin.com/in/francisbensoncabehugo

14. Concept 2:75Ms of AdvertisingMessageMoneyMissionMedia Measurement http://ph.linkedin.com/in/francisbensoncabehugo

15. Concept 2:Mission

16. Focusing on the advertising objectives

17. Informative advertising – providing customers with data about product’s nature & function – to give the ad more credibility85Ms of Advertisinghttp://ph.linkedin.com/in/francisbensoncabehugo