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

2. CONCEPT OUTLINE 1. Using 5Ms in Developing & Advertising Program 2. Setting the GOAL! 3. SCAMP Factors That Affecting Budget Decision 4. Developing the Advertising Campaign 5. The 3-Key Print Ad Component 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

9. EXAMPLE I “ To create value and make a difference!” In 2009, approx. $2.44 Billion spent for advertising expenses included in selling, administrative and general expenses. “ Coke Adds Life!” “ Have a Coke and Smile!” “ Open Happiness!” www.tualitorphory.blogspot.com

10. EXAMPLE I Digital Advertising: Television Infomercials Radio Online Physical Advertising: Press Billboard Mobile Billboard In-Store Advertising Street Advertising In 2010, Coke sees “phenomenal” result from Twitter ads. It saw 86 million “impressions” or views of the ads in 24 hours. www.tualitorphory.blogspot.com

11. CONCEPT II CONNECT WITH CUSTOMERS www.tualitorphory.blogspot.com Set the GOAL!

12. CONCEPT II CONNECT WITH CUSTOMERS DIFFERENTIATE BRAND FROM COMPETITORS www.tualitorphory.blogspot.com Set the GOAL!

13. CONCEPT II CONNECT WITH CUSTOMERS DIFFERENTIATE BRAND FROM COMPETITORS www.tualitorphory.blogspot.com Set the GOAL! BROAD & FLEXIBLE

14. CONCEPT II CONNECT WITH CUSTOMERS DIFFERENTIATE BRAND FROM COMPETITORS www.tualitorphory.blogspot.com Set the GOAL! BROAD & FLEXIBLE COMMUNICATES TO MEDIA, MARKET IN SPECIFIC PERIOD OF TIME

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

22. CONCEPT & EXAMPLE V PICTURE - It must be strong enough to draw attention. HEADLINE – It must reinforce the picture and lead the person to read the copy. COPY – It must engaging and the brand’s name sufficiently prominent. www.tualitorphory.blogspot.com The 3-Key Print Ad Component

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

26. EXAMPLE VI Coca-Cola Zero TARGET AUDIENCE health-conscious male segment age of 18-34 year olds (young adults) PRODUCT & MESSAGE CHARACTERISTICS Has even been nicknamed "Bloke Coke“ Coca-Cola logo in red with white trim on a black background, with the word "zero" underneath in lower case in the geometric typeface Avenir Message : “Real Coke Taste, Zero Calories”. COST The Coca-Cola Zero campaign used super-expanding banners within Windows Live Messenger to deliver its Avatar-themed ads which is cheaper than TV advertising and reached more to a target audience. www.tualitorphory.blogspot.com

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

31. EXAMPLE VII In 2009, advertising age estimated global measured advertising expenditure of $2.44bn. It owns four of the world's five best-selling soft drinks. Its principal brand is of course Coca Cola itself, the world's best-known and most valuable brand. Controlling more than half the global market in carbonated soft drinks as well as a substantial chunk of the non-carbonated segment. www.tualitorphory.blogspot.com

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

42. EXAMPLE X A Successful Public Relation Campaign Coke is ranked #2 overall on Facebook for the number of fans that they have. Coca-Cola's page on Facebook, which currently has 25.2 million “likes”. The real-life result came in mid-March 2011, when annual sales showed Diet Coke overtook Pepsi for the first time, taking Pepsi’s No.2 spot: 2010 Cola sales: Coca-Cola: 1.6 billion cases Diet Coke: 927 million cases Pepsi: 892 million cases www.tualitorphory.blogspot.com

43. SUMMARY Using 5Ms in Developing & Advertising Program: Mission, Money, Message, Media, Measurement, Setting the GOAL! Connect with Customer Differentiate brand with Competitors - Broad & Flexible Communicate to Media

44. SUMMARY 3. SCAMP factors affecting budget decision: S tage of Product life cycle, C ompetition & Clutter, A dvertising Frequency, M arket Share & Consumer Base, P roduct Substitutability 4. Developing the Advertising Campaign 3 Important Steps of developing 5. The 3-Key Print Ad Component : Picture, Headline, Copy

45. SUMMARY 6. Choosing Major Media Types: Media type selection depends on target audience media habits, product & message characteristics and cost 7. Evaluate Advertising Effectiveness include 4 Shares Share of Expenditures Share of Voice Share of Mind & Heart Share of Market

46. SUMMARY 8. Utilizing Sales Promotion 3 tools in sales promotion that can benefit: Marketers, Manufacturers, Consumers, Retailers 9. Manage Event Properly Events are able to extend the relationship of Sponsor and Target Market 10. Support Marketing Public Relation It can increase product awareness & credibility, boost sales and cut promotion costs

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