This document discusses managing mass communications through advertising and marketing tools. It covers developing an advertising campaign by considering the 5Ms of advertising: mission, money, message, media, and measure. It also discusses different marketing tools like sales promotions and public relations and how they can be used for new product launches, repositioning products, and building a corporate image. Finally, it emphasizes the importance of proper timing when using different marketing tools and that every employee is a marketer through their interactions.

1. HYPERMARKETING class
1
Prof. Bong De Ungria
Ateneo Graduate School of Business

2. Chapter 18: Managing Mass
Communications: Advertising, Sales
Promotions, Events and Experiences, and
Public Relations
COMMUNICATING VALUE
May Bonifacio
Ateneo Graduate School of Business

3. Outline:
Managing mass
communications…
1. Developing an advertising campaign
(who?)
2. 5Ms of Advertising (why?)
3. Marketing tools
4. Proper timing (how?)

4. Outline:
Developing an advertising
campaign
• 5 major decisions

5. 5Ms of Advertising
1. Mission
– Purpose/objective behind advertising

6. 5Ms of advertising
2. Money
– Advertising budget

7. 5Ms of Advertising
3. Message
Written
words
Slogans
Celebrities

8. 5Ms of Advertising
4. Media
- TV
- Newspaper
- Internet
- Radio

9. 5Ms of Advertising
• Measure
– Effectiveness of the campaign

10. Outline:
Developing an advertising
campaign
Message generation
and evaluation
Creative development
and execution

11. Marketing tools:
1. Sales promotion - tactics
Consumer Directed vs. Trade Directed
Samples Price offs
Coupons Free goods
Patronage rewards Sales contests
Free trials Trade shows

12. Marketing tools:
2. Public relations - tasks
New product
launch
Repositioning
matured products
Influencing specific
target groups
DEFEND
products=problems
Building the
corporate image
Rebuild interest in
products

13. 21st Century Marketing Concept 3:
Every employee is a marketer!
1. Marketing
2. Finance
3. Operations
4. HR
Including:
– Delivery personnel
– Security guards
– Secretaries
– Collectors
– Messenger

14. Summary:
Managing mass
communications is…
1. Creation and implementation of
advertising (why?)
2. Understand the 5Ms of advertising
3. Effective use of different marketing tools
4. Knowing the perfect timing for use of
each tool

15. My Conclusion:
Managing mass
communications
A successful campaign is:
Well designed
Perfectly timed
And
Well-implemented

16. Managing Mass Communications:
Advertising, Sales Promotions, Events and
Experiences, and Public Relations
COMMUNICATING VALUE
May Bonifacio
Ateneo Graduate School of Business