The document outlines 10 concepts for managing mass communication and advertising campaigns. These include using the 5Ms framework to develop advertising programs, setting goals to connect with customers and differentiate brands, considering SCAMP factors to determine budgets, and developing campaigns through message generation, creative development and social responsibility review. It also discusses choosing appropriate media types, evaluating effectiveness through shares of voice and market, utilizing sales promotion tools, managing events, and supporting public relations to increase awareness and sales.

1. TOP 10 Learning Concepts MANAGING MASS COMMUNICATION CHAPTER 18 By: Theresia Situmorang September 2011 www.tualitorphory.blogspot.com

3. CONCEPT OUTLINE www.tualitorphory.blogspot.com 6. Choosing Major Media Types 7. Evaluate Advertising Effectiveness include 4 Shares 8. Utilizing Sales Promotion 9. Manage Events Properly 10. Support Marketing Public Relation

4. CONCEPT I MISSION www.tualitorphory.blogspot.com Using 5Ms in Developing & Advertising Program

5. CONCEPT I MISSION MONEY www.tualitorphory.blogspot.com Using 5Ms in Developing & Advertising Program

6. CONCEPT I MISSION MONEY MESSAGE www.tualitorphory.blogspot.com Using 5Ms in Developing & Advertising Program

7. CONCEPT I MISSION MONEY MESSAGE MEDIA www.tualitorphory.blogspot.com Using 5Ms in Developing & Advertising Program

8. CONCEPT I MISSION MONEY MESSAGE MEDIA MEASUREMENT www.tualitorphory.blogspot.com Using 5Ms in Developing & Advertising Program

15. EXAMPLE II “ In 2010, Coca-Cola sent a team of Happiness Ambassadors around the world to visit 206 countries in 365 days to find out what makes people happy.” “ The product differentiation is communicated to the market by symbols, written and audiovisual media, atmosphere of the physical place, and events organized or sponsored to make it more appealing than its competitors.” www.tualitorphory.blogspot.com

16. EXAMPLE II www.tualitorphory.blogspot.com “ Coca-Cola Enterprises' extensive brand portfolio includes the most popular beverage brands in the world, as well as exciting new innovations introduced regularly.” Coca-Cola goes bigger by communicating its brand through social media. The strategy is about long-term sustainable engagement, developing advocacy and encouraging brand loyalty.

17. CONCEPT III www.tualitorphory.blogspot.com SCAMP Factors That Affecting Budget Decision

18. CONCEPT IV STEPS: 1. MESSAGE GENERATION AND EVALUATION 2. CREATIVE DEVELOPMENT AND EXECUTION 3. SOCIAL-RESPONSIBILITY REVIEW www.tualitorphory.blogspot.com Developing the Advertising Campaign

19. EXAMPLE IV Coca Cola advertising history demonstrates how the marketing science has been developing over time. Below there is a visual into the company print advertising: 1890 1929 www.tualitorphory.blogspot.com

20. EXAMPLE IV 1950 1976 1993 www.tualitorphory.blogspot.com

21. EXAMPLE IV 2002 “ The Coke Side of Life” “ Recycle ” "Summer as it should be" www.tualitorphory.blogspot.com

23. CONCEPT VI TARGET AUDIENCE MEDIA HABITS www.tualitorphory.blogspot.com Choosing Major Media Types

24. CONCEPT VI TARGET AUDIENCE MEDIA HABITS www.tualitorphory.blogspot.com Choosing Major Media Types PRODUCT & MESSAGE CHARACTERISTICS

25. CONCEPT VI TARGET AUDIENCE MEDIA HABITS PRODUCT & MESSAGE CHARACTERISTICS COST www.tualitorphory.blogspot.com Choosing Major Media Types

27. CONCEPT VII Share of Expenditures www.tualitorphory.blogspot.com Evaluate Advertising Effectiveness include 4 Shares

28. CONCEPT VII Share of Expenditures Share of Voice www.tualitorphory.blogspot.com Evaluate Advertising Effectiveness include 4 Shares

29. CONCEPT VII Share of Expenditures Share of Voice Share of Mind & Heart www.tualitorphory.blogspot.com Evaluate Advertising Effectiveness include 4 Shares

30. CONCEPT VII Share of Expenditures Share of Voice Share of Mind & Heart Share of Market www.tualitorphory.blogspot.com Evaluate Advertising Effectiveness include 4 Shares

32. CONCEPT VIII Tools of Sales Promotion: Consumer Promotion www.tualitorphory.blogspot.com Utilizing Sales Promotion

33. CONCEPT VIII Tools of Sales Promotion: Consumer Promotion Trade Promotion www.tualitorphory.blogspot.com Utilizing Sales Promotion

34. CONCEPT VIII Tools of Sales Promotion: Consumer Promotion Trade Promotion Business & Sales Promotion These tools can benefit: Marketers, Manufacturers, Consumers, Retailers www.tualitorphory.blogspot.com Utilizing Sales Promotion

35. EXAMPLE VIII Sales Promotion of Coca Cola Tie-In Promotion Prizes Tradeshow & Convention www.tualitorphory.blogspot.com

36. CONCEPT IX Events are able to extend the relationship of: SPONSORS www.tualitorphory.blogspot.com Manage Events Properly

37. CONCEPT IX Events are able to extend the relationship of: SPONSORS TARGET MARKET www.tualitorphory.blogspot.com Manage Events Properly

38. EXAMPLE IX ISC TOUR 2010 LAUNCHED On March 31st, 2010, the ISC Opening (Indonesian Surfing Championship Season Launch 2010). This event would be the landmark of Coca Cola ’s support towards surfing in Indonesia. ISC is signing a 3 year contract with Coca Cola for the very first time. Coca Cola will support all events held by ISC, whether it’s a surfing competition or any other event. Coca Cola will give away surfboards to any brand surf company that supports the ISC in 2010. www.tualitorphory.blogspot.com

39. CONCEPT X Increase Product Awareness & Credibility www.tualitorphory.blogspot.com Support Marketing Public Relation

40. CONCEPT X Increase Product Awareness & Credibility Boost-Up Sales www.tualitorphory.blogspot.com Support Marketing Public Relation

41. CONCEPT X Increase Product Awareness & Credibility Boost-Up Sales Cut Promotion Cost www.tualitorphory.blogspot.com Support Marketing Public Relation

47. TOP 10 Learning Concepts MANAGING MASS COMMUNICATION CHAPTER 18 By: Theresia Situmorang September 2011 www.tualitorphory.blogspot.com