Chapter 18 managing mass communications v18
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This document discusses mass communication tools for managing marketing communications, including advertising, sales promotions, events and experiences, and public relations and publicity. It covers key aspects of each tool like objectives, strategies, and examples. The four tools - advertising, sales promotions, events, and PR - make up the ASEP model for mass communications. Major decisions involve considering the mission, money, message, media, and measurement for each marketing activity.
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Chapter 18 managing mass communications v18
- 1. http://lynietumabini1.blogspot.com CHAPTER 18: MANAGING MASS COMMUNICATIONS Lynie Tumabini September 17, 2013
- 2. http://lynietumabini1.blogspot.com Mass-communication tools • Advertising • Sales Promotions • Events and Experiences • Public Relations and Publicity Summary OUTLINE
- 3. http://lynietumabini1.blogspot.com 1. Advertising 2. Sales Promotions 3. Events and Experiences 4. Public Relations and Publicity 4 Mass-Communication Tools: ASEP
- 4. http://lynietumabini1.blogspot.com 5 Major Decisions (5Ms) Mission Money Message Media Measurement Concept #1 ADVERTISING
- 5. http://lynietumabini1.blogspot.com Advertising objectives • Informative • Persuasive • Reminder • Reinforcement Mission
- 6. http://lynietumabini1.blogspot.com Budget decisions: •Product life cycle •Market share & consumer base •Competition and clutter •Advertising frequency •Product substitutability Money
- 7. http://lynietumabini1.blogspot.com • Message Strategy – positioning of an ad – What? • Creative Strategy – how the ad expresses the brand claims? Message
- 8. http://lynietumabini1.blogspot.com Finding the most cost-effective media RIFE • Reach – no. of different persons exposed to particular media schedule. • Impact – qualitative value of exposure • Frequency – no. of times exposed to the message • Exposure = reach x frequency Media Selection
- 9. http://lynietumabini1.blogspot.com • Communication effect - use advertising pretest research techniques • Sales effect Measurement: Did it work?
- 11. http://lynietumabini1.blogspot.com Incentive tools to stimulate quicker or greater purchase of a product (CTS) • Consumer promotion – samples, coupons, cash refund offers, free trials • Trade promotion – free goods, prices off • Sales force promotion – conventions, trade shows, contest for sales reps Concept # 2 SALES PROMOTIONS
- 12. http://lynietumabini1.blogspot.com Example of Sales Promotions in Natasha
- 13. http://lynietumabini1.blogspot.com Broadening and deepening a company or brand’s relationship with the target market •Choosing events •Designing sponsorship program •Measuring sponsorship activities Supply-side Demand-side Concept #3 EVENTS AND EXPERIENCES
- 14. http://lynietumabini1.blogspot.com Example of Event in Natasha
- 15. http://lynietumabini1.blogspot.com Promoting or protecting a company’s image or product: (PPCLC) • Press relations • Product publicity • Corporate communications • Lobbying • Counseling Concept #4 PUBLIC RELATIONS (PR) AND PUBLICITY
- 16. http://lynietumabini1.blogspot.com Example of PR and Publicity
- 17. http://lynietumabini1.blogspot.com 1. Advertising - 5 Ms 2. Sales Promotions - CTS 3. Events and Experiences 4. Public Relations and Publicity-PPCLC SUMMARY: 4 Mass-Communication Tools: ASEP
- 18. http://lynietumabini1.blogspot.com CHAPTER 18: MANAGING MASS COMMUNICATIONS Lynie Tumabini September 17, 2013