The document discusses managing mass communication strategies to promote products and brands cost-effectively. It covers mass communication channels like advertising, sales promotions, events, and public relations. The document also discusses how these channels interconnect and evaluating their cost-effectiveness. Finally, it discusses the effects of the pandemic on mass communication, including the rise of over-the-top advertising on online streaming platforms. The goal of utilizing mass communication strategies is to increase brand awareness and revenue.

1. www.linkedin.com/in/sarah-santos-ped
Sarah Claudine S. Santos
Ateneo Graduate School of Business
V84 Marketing Management
Communicating Value
Managing Mass Communications:
Advertising, Sales Promotions, Events and
Experiences, and Public Relations
(Interconnect, Cost-effective)

2. www.linkedin.com/in/sarah-santos-ped
Outline:
Managing Mass Communication
Z (outcome) = make product and/or brand known to target market
X (how?) = utilizing mass communication cost-effectively
Y (why?) = increase revenue
1. Strategy
2. Choices & Interconnection
3. Cost-Effectivity
4. Pandemic Effect

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1. Strategy
Planning
Organizing
Leading
Controlling
Set the objective/s
Establish resources (working budget)
Select the media & creative strategy
Evaluate effectiveness of the activity
Implementing the program
Developing the program
Determine the target market audience

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2a. Choices
Communication Channels
Mass Communication
1.Advertising
2.Sales Promotion
3.Events and Experiences
4.Public Relations
Digital Communication
1.Online & Social Media
2.Mobile Marketing
Personal Communication
1.Direct & Database Marketing
2.Personal Selling

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2b. Mass Communication channels
Advertising
Newspaper
Magazine
Brochures
Direct Mail
Telemarketers
Print Ads
Broadcasting Media
Billboard
Transit Ad
Out-of-Home

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2b. Mass communication channels
Sales Promotion
Coupons
Rewards Card
Sale Events
Digital
Printed

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2b. Mass communication channels
Events and Experiences
Concerts Sports Arena

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2b. Mass communication channels
My Experience – Plant Tour

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2b. Mass communication channels
Marketing Public Relations (MPR)
Support company and/or product
promotion & imaging
Create buzz, hype, entice

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2c. How they interconnect
My Experience – Product Launching
2. Event
3. Experience
4. Souvenir
5. “ProMats”
1. Publicity

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3. Cost-Effectivity
ratio of output produced to costs incurred
 boost sales
 increase product or brand recall
 recommend product/service to others
 attract customers of competitors to switch

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4. Effect of the Pandemic
Over-the-Top (OTT) Advertising
 30-second bit TV commercial
 Online streaming or video on demand
 Client ad insertion

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4. Effect of the Pandemic
Over-the-Top (OTT) Advertising
 Microtargeting
 Cord cutting
 Google Trend Phil. Data

14. www.linkedin.com/in/sarah-santos-ped
Outline:
Managing Mass Communication
Z (outcome) = make product and/or brand known to target market
Y (why?) = increase revenue
1. Strategy
2. Choices & Interconnection
3. Cost-Effectivity
4. Pandemic Effect
X (how?) = utilizing mass communication cost-effectively

15. www.linkedin.com/in/sarah-santos-ped
Sarah Claudine S. Santos
Ateneo Graduate School of Business
V84 Marketing Management
Communicating Value
Managing Mass Communications:
Advertising, Sales Promotions, Events and
Experiences, and Public Relations
(Interconnect, Cost-effective, OTT Advertising)

16. www.linkedin.com/in/sarah-santos-ped
References
An Introduction to OTT Advertising
June 24, 2019
Source: https://blog.marketing360.com/paid-search/an-introduction-to-ott-
This is how COVID-19 is affecting the advertising industry
(World Economic Forum June 8, 2020)
Source: https://www.weforum.org/agenda/2020/06/coronavirus-advertising-
marketing-covid19-pandemic-business/
How a stay-at-home year accelerated three trends in the advertising industry
PUBLISHED SAT, MAR 13 20219:45 AM ESTUPDATED SAT, MAR 13 20214:27 PM EST
Megan Graham@MEGANCGRAHAM
https://www.cnbc.com/2021/03/13/how-covid-19-changed-the-advertising-industry-.html