COSLA Ch 18 - Managing Mass Communications - Advertising, Sales Promotions, Events and Experiences, and Public Relations

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JunJung9

This is the concept overview, synthesis, and local application of Chapter 18 of Marketing Management (14th ed.)

Marketing

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1. What are the required steps in developing an
advertising program?
2. How should the effective sales promotions be made?
3. What should be done to enhance the effectiveness of
events and experiences?
Questions and Objectives:
Managing Mass Communications:

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1. What are the required steps in developing an advertising program?
Marketers must maximize the usage of
5M’s of Advertising.
Mission Money
Message
Media
Measurement

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2. How should the effective sales promotions be made?
Sales Promotion offers incentive.
Types of Promotion Tools:
1. Consumer Promotion Tools
2. Trade Promotion Tools
3. Business and Sales Force Promotion Tools

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Local Application:
Advertisements in Local Transportation

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Local Application:
SM 3-day Sale

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1. 5M’s of Advertising – mission, money, message, media,
and measurement
2. Marketer must establish objectives, select promotion
tools, develop & pretest programs, and monitor the
result.
3. Experience builds relationship and event drives it –
objectives, sponsorship, and creating experiences.
Summary:
In Managing Mass Communication…

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COSLA Ch 18 - Managing Mass Communications - Advertising, Sales Promotions, Events and Experiences, and Public Relations

1. www.linkedin.com/in/junhukejung/ Understanding Marketing Management MANAGING MASS COMMUNICATIONS: Advertising, Sales Promotions, Events and Experiences, and Public Relations Jun Huke Jung Ateneo Graduate School of Business Samsung Electro-Mechanics Philippines Corporation

2. www.linkedin.com/in/junhukejung/ 1. What are the required steps in developing an advertising program? 2. How should the effective sales promotions be made? 3. What should be done to enhance the effectiveness of events and experiences? Questions and Objectives: Managing Mass Communications:

3. www.linkedin.com/in/junhukejung/ 1. Marketers must maximize the usage of 5M’s of Advertising. 2. Sales promotions offers an incentive, stimulating the customers’ need to purchase. 3. Customer experience establishes relationship that is critical for brand-building. Outline: In Managing Mass Communication…

4. www.linkedin.com/in/junhukejung/ 1. What are the required steps in developing an advertising program? Marketers must maximize the usage of 5M’s of Advertising. Mission Money Message Media Measurement

5. www.linkedin.com/in/junhukejung/ 1. What are the required steps in developing an advertising program? Marketers must maximize the usage of 5M’s of Advertising. 1. Mission: Set the Objectives 1. Must consider target market, brand positioning, and marketing program. 2. Specific communications task and achievement level to be accomplished with given audience and given period of time. 3. Informative, Persuasive, Reminder, Reinforcement

6. www.linkedin.com/in/junhukejung/ 1. What are the required steps in developing an advertising program? Marketers must maximize the usage of 5M’s of Advertising. 2. Money: Decide on the Advertising Budget 1. 5 factors that affect budget decisions: Product life cycle, Market share, Competition, Frequency, Product Sustainability 2. Advertising Elasticity

7. www.linkedin.com/in/junhukejung/ 1. What are the required steps in developing an advertising program? Marketers must maximize the usage of 5M’s of Advertising. 1. Message generation and evaluation 2. Creative development and execution: - What it says < how it says! 3. Message: Develop the Advertising Campaign

8. www.linkedin.com/in/junhukejung/ 1. What are the required steps in developing an advertising program? Marketers must maximize the usage of 5M’s of Advertising. 1. Media selection – Reach (R), Frequency (F), Impact (I) 2. Choosing among major media types 3. Exploring alternative options such as billboards, public places, product placement, and point of purchase. 4. Media: Decide on Reach, Frequency, and Impact

9. www.linkedin.com/in/junhukejung/ 1. What are the required steps in developing an advertising program? Marketers must maximize the usage of 5M’s of Advertising. 1. Communication-effect research or copy testing 2. Sales-effect research 5. Measurement: Evaluate Advertising Effectiveness

10. www.linkedin.com/in/junhukejung/ 2. How should the effective sales promotions be made? Sales Promotion offers incentive. Marketers must understand and establish 1. Objectives – attract new triers, reward loyal customers, increase repurchases. 2. Advertising vs. Promotion – it’s about brand loyalty! 3. Major decisions – establishing objectives, selecting consumer, trade, business and sales force promotion tools, and developing the program.

11. www.linkedin.com/in/junhukejung/ 2. How should the effective sales promotions be made? Sales Promotion offers incentive. Types of Promotion Tools: 1. Consumer Promotion Tools 2. Trade Promotion Tools 3. Business and Sales Force Promotion Tools

12. www.linkedin.com/in/junhukejung/ 3. What should be done to enhance the effectiveness of events and experiences? Customer experience establishes relationship that is critical for brand-building. Experience establishes relationship between product and consumer, while event drives it. 1. Events objectives 2. Sponsorship decisions 3. Creating experiences

13. www.linkedin.com/in/junhukejung/ Local Application: Advertisements in Local Transportation

14. www.linkedin.com/in/junhukejung/ Local Application: SM 3-day Sale

15. www.linkedin.com/in/junhukejung/ 1. What are the required steps in developing an advertising program? 2. How should the effective sales promotions be made? 3. What should be done to enhance the effectiveness of events and experiences? Questions and Objectives: Managing Mass Communications:

16. www.linkedin.com/in/junhukejung/ 1. 5M’s of Advertising – mission, money, message, media, and measurement 2. Marketer must establish objectives, select promotion tools, develop & pretest programs, and monitor the result. 3. Experience builds relationship and event drives it – objectives, sponsorship, and creating experiences. Summary: In Managing Mass Communication…

17. www.linkedin.com/in/junhukejung/ Understanding Marketing Management MANAGING MASS COMMUNICATIONS: Advertising, Sales Promotions, Events and Experiences, and Public Relations Jun Huke Jung Ateneo Graduate School of Business Samsung Electro-Mechanics Philippines Corporation

Editor's Notes

COSLA = Concept Overview, Synthesis, and Local Application of Chapter 18 (Title) of Marketing Management.
Mission = Sales goals, Advertising objectives Money = Market share and customer base, competition, advertising frequency, Product sustainability Message = Message generation, evaluation, selection, and execution, Social responsibility review Media = Reach, frequency, impact; Media types, Specific media vehicles Measurement = Communication impact, Sales impact
Informative = aims to create brand awareness and knowledge of new products or new features of existing products Persuasive = aims to create liking, preference, conviction, and purchase of a product or service. (Ex. Comparative advertising) Reminder = aims to stimulate repurchase of products and services. Reinforcement = aims to convince the purchasers that they made the right choice.
It is about strategizing how to deliver the proper message and position the brand. Fresh insights are important in building a unique brand. TV and radio advertisements can reach out to large portion of consumer base.
Reach = number of persons exposed to a particular media at least once in a time period. Frequency = the number of times in a certain period that an average person is exposed to the message. Impact = the qualitative measure of exposure through a given medium. Major media types include: TV, radio, newspaper, magazines, and many more.
Copy testing = seeks to determine whether an ad is communicating effectively. Marketers must conduct this test before and after the ad is put into media. Sales-effect research = seeks to measure the impact of an ad on sales.

COSLA Ch 18 - Managing Mass Communications - Advertising, Sales Promotions, Events and Experiences, and Public Relations

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Editor's Notes