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CHAPTER 18:
MANAGING MASS
COMMUNICATIONS
Lynie Tumabini
September 17, 2013

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In this chapter, we will address the
following questions:
1.What steps are required in developing an
advertising program?
2.How should sales promotion decisions be
made?
3.What are the guidelines for effective brand-
building events and experiences?
4. How can companies exploit potential of
public relations and publicity?
Chapter 18

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Concepts in Managing Mass
Communications
(4 Mass-Communication Tools)
ASEP
1.Advertising
2.Sales Promotions
3.Events and Experiences
4.Public Relations and Publicity
Outline

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Developing Advertising Program
1.Identify
Concept #1
ADVERTISING
Motive
s

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2. Make 5 Major Decisions (5Ms)
Mission Money
Message Media
Measurement
Concept #1
ADVERTISING

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Example no. 1 of Concept #1
Advertising Program
 Target Market
 Brand
 Sales goals
 Advertising
Objectives
• Ages 15-25
• Increase sales
• Increase market share
• Increase product line
• Awareness and knowledge of
new product
• Create excitement and
preference

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Example no. 2 of Concept #1
Advertising Program…..
Product life cycle
Market share &
consumer base
Competition and
clutter
Advertising frequency
Product
substitutability
jeans and apparel
•Advertising contract with
ABS CBN Publishing Inc.
•July – Dec 2013 placements
•Magazines such as Star
Studio, Digital Ad, Chalk, and
UAAP
•Budget P1M

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 Message Strategy
– positioning of an
ad
 Creative Strategy
– how the ad
expresses the
brand claims
Example no. 3 of Concept #1
Advertising Program…..

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Media selection
•Reach
•Impact
•Frequency
•Exposure
Example no. 4 of Concept #1
Advertising Program…..
•Billboard
•Tarpaulin
•Catalogue print
•Brochures
•Radio
•Internet
•Online Catalogue
•Magazine

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Example no. 5 of Concept #1
Advertising Program…..
Measurement: Did
it work?
•Survey – product rating
•% advertising cost to
sales
•Sales report per brand

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Incentive tools to stimulate quicker or
greater purchase of a product
• Consumer promotion – samples,
coupons, cash refund offers, free trials
• Trade promotion – free goods, prices off,
allowance
• Sales force promotion – conventions,
trade shows, contest for sales reps, specialty
advertising
Concept # 2
SALES PROMOTIONS

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Major decisions:
1.Establish objectives
2.Select the tools
3.Develop the program
4.Pre-test the program
5.Implement and control
6.Evaluate the results
Concept # 2
SALES PROMOTIONS

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Examples of Sales
Promotions
in

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Objectives:
1.Identify with a particular target market and lifestyle
2.Increase salience of company or product name
3.Create or reinforce perceptions of key brand image
4.Enhance corporate image
5.Create experiences and evoke feelings
6.Express commitment to the community or social
issues
7.Entertain key clients or reward key employees
8.Permit merchandising and promotional opportunities
Concept #3
EVENTS AND EXPERIENCES

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Major decisions:
•Choosing events
•Designing sponsorship programs
•Measuring sponsorship activities
Concept #3
EVENTS AND EXPERIENCES

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Example of Event in

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Promoting or protecting a company’s
image or product
1.Press relations
2.Product publicity
3.Corporate communications
4.Lobbying
5.Counselling
Concept #4
PUBLIC RELATIONS (PR)
AND PUBLICITY

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Major decisions:
•Establishing objectives
•Choosing messages and vehicles
•Implementing the plan
•Evaluating results
Concept #4
PUBLIC RELATIONS (PR)
AND PUBLICITY

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Example of PR and
Publicity

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1. Advertising - 5 Ms
2. Sales Promotions - CTS
3. Events and Experiences
4. Public Relations and Publicity-PPCLC
SUMMARY:
4 Mass-Communication Tools:
ASEP

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CHAPTER 18:
MANAGING MASS
COMMUNICATIONS
Lynie Tumabini
September 17, 2013