1. The document discusses the key concepts of managing mass communications according to Dr. Otayza, including advertising, sales promotion, media timing, events and experiences, and public relations. 2. Advertising follows the 5 M's of mission, money, message, media, and measurement. Sales promotion uses tools like rebates and discounts to stimulate quicker purchases. Media timing depends on factors like buyer turnover. Public relations builds credibility and awareness while lessening promotion costs. 3. Evaluation of these communication strategies considers comprehension, awareness, attitude change and contributions to sales. Marketing transforms things we like into things we want.