The document discusses marketing communications topics such as advertising, sales promotion, events, and public relations. It provides details on developing advertising campaigns, making sales promotion decisions, guidelines for brand-building events, and how companies can use public relations. The document also covers objectives of different marketing communication tools, factors to consider in media selection, and functions of various marketing communication channels.

1. Marketing Management MBA CP 205 02/27/12 20:41 Prof. U.M. Amin, CMS, JMI University, New Delhi

2. 02/27/12 20:41 Prof. U.M. Amin, CMS, JMI University, New Delhi

3. 02/27/12 20:41 Prof. U.M. Amin, CMS, JMI University, New Delhi Managing Mass Communications

5. 02/27/12 20:41 Prof. U.M. Amin, CMS, JMI University, New Delhi Managing Mass Communications Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. Advertising

6. 02/27/12 20:41 Prof. U.M. Amin, CMS, JMI University, New Delhi Managing Mass Communications The five Ms of advertising

7. 02/27/12 20:41 Prof. U.M. Amin, CMS, JMI University, New Delhi Managing Mass Communications Informative advertising Reminder advertising Reinforcement advertising Persuasive advertising Objectives of advertising

8. 02/27/12 20:41 Prof. U.M. Amin, CMS, JMI University, New Delhi Managing Mass Communications Stage in the product life cycle Market share and consumer base Competition and clutter Advertising frequency Product substitutability Factors to consider in setting advertising budget

9. 02/27/12 20:41 Prof. U.M. Amin, CMS, JMI University, New Delhi Developing the advertising campaign Managing Mass Communications Message generation and evaluation Creative development and execution Social responsibility review

13. 02/27/12 20:41 Prof. U.M. Amin, CMS, JMI University, New Delhi Managing Mass Communications Print ad components Headline Picture Signature Copy

19. 02/27/12 20:41 Prof. U.M. Amin, CMS, JMI University, New Delhi Managing Mass Communications Relationship among Trial, Awareness and the Exposure function

22. 02/27/12 20:41 Prof. U.M. Amin, CMS, JMI University, New Delhi Managing Mass Communications Classification of advertising timing patterns

25. 02/27/12 20:41 Prof. U.M. Amin, CMS, JMI University, New Delhi Managing Mass Communications Sales Promotion Collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade.

27. 02/27/12 20:41 Prof. U.M. Amin, CMS, JMI University, New Delhi Managing Mass Communications Establish objectives Select tools Develop program Pretest Implement and control Evaluate results Using Sales Promotions