V49 otayza the mainconcepts of ch18
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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.
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V49 otayza the mainconcepts of ch18
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.
Verónica suárez
Advertising is used to persuade consumers to purchase goods and services. It applies various techniques through different media like newspapers, radio, television, and the internet to convince consumers of a product's benefits and differentiate it from competitors. The goals of advertising are to enhance product benefits, position brands through psychological techniques, and increase sales by making products and services known. Effective advertising defines the target audience, highlights what sets the product apart, and measures campaign response.
V53 top 10 questions ch. 18
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
4 five m of advertising
The document discusses the 5 M's of advertising - Mission, Money, Message, Media, and Measurement. It provides details on each M:
Mission involves setting advertising objectives such as to inform, persuade, or remind. Money refers to determining the advertising budget based on factors like the product's stage in its life cycle. Message involves generating the advertising message through inductive and deductive methods. Media is selecting the appropriate media vehicles to reach the target audience. Measurement is evaluating the communication and sales impact of the advertising campaign.
Importance or Benefits in Advertisements
This document discusses the benefits and importance of advertisements. It begins by defining advertising and describing its various types, including broadcast, outdoor, print, and others. It then outlines some key benefits of advertisements such as informing consumers about new products and opportunities, being informative, helping consumers save time, and aiding communication. The document also discusses the importance of advertisements for customers, society, marketing efforts, and mass production. It provides examples for each and emphasizes that advertisements are an important form of education that help civilizations progress.
Introduction Advertising
This document provides definitions and explanations of key concepts related to advertising. It defines advertising as any paid form of non-personal presentation and promotion of ideas, goods, and services by an identified sponsor. The document outlines 10 features of advertising including that it is a means of communication, provides information, and aims to persuade. It also discusses the objectives of advertising which include introducing new products and supporting personal selling. Additionally, the roles of various groups involved in advertising like advertisers, agencies, media, and audiences are described.
Purpose and objective of advertising, advantages and disadvantages - Basics o...
Purpose and objective of advertising, advantages and disadvantages - Basics o...Rai University Ahmedabad
The document outlines the purpose and objectives of advertising, as well as its advantages and disadvantages. The key purposes of advertising include preparing the ground for new products, creating demand, informing customers of changes, and countering competition. Some main advantages are increased sales, steady demand, lower costs, and creation of goodwill for manufacturers, consumers, sales forces, and society. However, advertising can also be costly, promote misleading claims, encourage monopoly and high prices, and create unfulfilled desires.Advertising
Advertising provides product information, incentives to take action, and reminders to reinforce brand messages. Effective ads gain attention through creativity and execution to meet advertiser and consumer objectives. The key players in advertising are the advertiser, agency, media channels, vendors, and target audience. An advertising plan identifies the target audience, message strategy, and media strategy to match the right audience with the right message through the right medium.
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V49 otayza the mainconcepts of ch18
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.
Verónica suárez
Advertising is used to persuade consumers to purchase goods and services. It applies various techniques through different media like newspapers, radio, television, and the internet to convince consumers of a product's benefits and differentiate it from competitors. The goals of advertising are to enhance product benefits, position brands through psychological techniques, and increase sales by making products and services known. Effective advertising defines the target audience, highlights what sets the product apart, and measures campaign response.
V53 top 10 questions ch. 18
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
4 five m of advertising
The document discusses the 5 M's of advertising - Mission, Money, Message, Media, and Measurement. It provides details on each M:
Mission involves setting advertising objectives such as to inform, persuade, or remind. Money refers to determining the advertising budget based on factors like the product's stage in its life cycle. Message involves generating the advertising message through inductive and deductive methods. Media is selecting the appropriate media vehicles to reach the target audience. Measurement is evaluating the communication and sales impact of the advertising campaign.
Importance or Benefits in Advertisements
This document discusses the benefits and importance of advertisements. It begins by defining advertising and describing its various types, including broadcast, outdoor, print, and others. It then outlines some key benefits of advertisements such as informing consumers about new products and opportunities, being informative, helping consumers save time, and aiding communication. The document also discusses the importance of advertisements for customers, society, marketing efforts, and mass production. It provides examples for each and emphasizes that advertisements are an important form of education that help civilizations progress.
Introduction Advertising
This document provides definitions and explanations of key concepts related to advertising. It defines advertising as any paid form of non-personal presentation and promotion of ideas, goods, and services by an identified sponsor. The document outlines 10 features of advertising including that it is a means of communication, provides information, and aims to persuade. It also discusses the objectives of advertising which include introducing new products and supporting personal selling. Additionally, the roles of various groups involved in advertising like advertisers, agencies, media, and audiences are described.
Purpose and objective of advertising, advantages and disadvantages - Basics o...
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The document outlines the purpose and objectives of advertising, as well as its advantages and disadvantages. The key purposes of advertising include preparing the ground for new products, creating demand, informing customers of changes, and countering competition. Some main advantages are increased sales, steady demand, lower costs, and creation of goodwill for manufacturers, consumers, sales forces, and society. However, advertising can also be costly, promote misleading claims, encourage monopoly and high prices, and create unfulfilled desires.Advertising
Advertising provides product information, incentives to take action, and reminders to reinforce brand messages. Effective ads gain attention through creativity and execution to meet advertiser and consumer objectives. The key players in advertising are the advertiser, agency, media channels, vendors, and target audience. An advertising plan identifies the target audience, message strategy, and media strategy to match the right audience with the right message through the right medium.
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The document defines advertising as a paid form of non-personal communication designed to induce people to buy ideas, goods, or services. It aims to differentiate products from competitors, communicate product information, urge product use, expand distribution, and increase brand loyalty and preference while reducing costs. Advertising benefits manufacturers by increasing and stabilizing sales, retailers by guaranteeing quick sales with minimal effort, and consumers by aiding decisions and ensuring better quality, affordable options. It also benefits society by raising living standards and employment while upholding culture.
The power of advertising
Advertising is a form of communication intended to persuade audiences to purchase products or services. It promotes brands and identifies how they could benefit consumers. Advertisers seek to generate increased consumption through branding which involves repetition to associate qualities with brands. In 2007, over $150 billion was spent on advertising in the US and $385 billion worldwide. While advertising aims to provide information to consumers, its main goal is to change behavior and encourage purchasing. Consumerism describes equating personal happiness with constantly purchasing more material possessions.
Introduction to advertising
The document outlines the key concepts to understand from a marketing lecture, including defining marketing and relationship marketing, explaining the 4Ps of the marketing mix, defining advertising and its importance, describing types and roles of advertising, and identifying current issues like interactive, global, and niche advertising. The goal is to understand the basic concepts of marketing, advertising, and how the advertising industry is evolving.
Advertising management 1 st, 2nd & 3rd topic of Kurukshetra University
This document provides an overview of advertising management and concepts. It begins with defining advertising and describing its key features and functions. It then discusses the different types of advertising based on geographical area, target audience, demand influence level, purpose, timing, appeal, and media. The document also covers what makes an ad effective, the importance and benefits of advertising, as well as potential harms. It discusses the role of advertising in a company's marketing mix and analyzes advertising through economic, social, legal, and ethical lenses.
What are the steps required in developing an advertising program?
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The five Ms of advertising are mission, money, message, media, and measurement. The mission establishes the advertising objectives like creating brand awareness or persuading purchases. Money determines the budget based on factors like the product's lifecycle and competition. An effective message is generated and creatively executed while complying with legal and social norms. The media choice considers reach, frequency, and impact. Measurement assesses the communication and sales effects to determine how well the ad performed.
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This document discusses different perspectives on the social, ethical and economic aspects of advertising. It outlines criticisms of advertising such as it being untruthful, offensive, or encouraging materialism and overconsumption. However, proponents argue that advertising provides important information to consumers, encourages competition and improves standards of living. The document also examines the complex role of advertising in the economy, with some arguing it increases market power while others see it as simply providing information. Overall, the text presents a balanced discussion of the debates around the impacts and ethics of advertising.Healthcare Marketing & Branding Case Study for Advanced Marketers
1) Novant Health is an integrated healthcare system serving 4 million patients annually across Virginia, North Carolina, South Carolina and Georgia.
2) In 2012, Novant Health introduced MAKOplasty, a minimally invasive knee resurfacing procedure, and hired a marketing firm to educate the public about its benefits over traditional knee replacement surgery.
3) The marketing campaign utilized both digital and traditional tactics like social media, paid search ads, print ads, and a video testimonial to generate awareness of MAKOplasty and drive patients to free educational seminars about the procedure.
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Sales promotion is a short-term marketing technique used to encourage purchases. It includes incentives like coupons, samples, contests and rebates. The goal is to boost short-term sales or help build long-term market share. Common consumer sales promotion tools include coupons, cash refunds, price packs and premiums. Sales promotion is growing in importance in India as promotional spending increases, especially for consumer goods companies.
Advertising in indian economy & its effects
Advertising plays an important role in the Indian economy. It generates indirect sales and jobs by promoting industries, products, and services. Advertising influences consumer demand, prices, competition, and business cycles. The major mediums of advertising that impact the Indian economy are television, social media, radio, and print. Television is the most influential due to its high reach and impact, but also has high costs. Social media advertising allows for low-cost, powerful targeting and real-time statistics. Print advertising also significantly motivates customers in India and impacts the economy. Overall, advertising has transformed consumer preferences and played a transformative role in the Indian economy.
Functions of advertising and Objectives of advertising
Social Functions,Psychological Functions,Economic Functions.INFORMING
PERSUADING
REMINDING
ADDING VALUE
Distinguish from the competitors
Product expansion-brand extension
Encourage loyalty
Reduce cost
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Previewing New Trends Previews, Create Demand,PRICING
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Advertising, meaning of advertising, types of advertising, print advertising, outdoor advertising, covert advertising, surrogate advertising, public service advertising, celebrity advertising.
Benefits or Importance of advertising
Ravi Rajyaguru submitted a paper on African literature to the Department of English at Maharaja Krishnakumarsinhji Bhavnagar University. The document discusses the importance and benefits of advertising, including informing the public about products and services, raising awareness of social issues, and educating customers by making them aware of available products and opportunities. Advertising plays a vital role in modern business by allowing companies to promote their products and services in a competitive marketplace.
Basic Concepts and Inroduction
History of advertising, Advertising purpose, and functions, Economic, social and ethical aspects of advertising: Advertising and the marketing mix, advertising as a communication process, types of advertising: Major Institutions of Advertising Management.
Medium of Advertising
Discusses about the different media of Advertising use, and the the kinds of Advertising. This slideshow particularly discusses Interactive advertsing, most particularly Kiosks, and Point of Purchase. It also discusses about the difference between Product and Non-Product Advertising, Commercial and Non-commercial Advertising, and Awareness Advertsing.
Role of advertisement in consumer behavior
1. Advertisements play an essential role in creating an image of a product in consumers' minds and must communicate relevant information to the target audience in a catchy way.
2. It is important for marketers to understand consumer behavior and needs to create effective advertisements for the right audience. Advertisements must appeal to the target audience to connect them to the brand and potentially increase sales.
3. Advertisements should show what consumers like about a product based on research of the target audience's expectations, preferences, and psychologies without offending any groups, and provide relevant information in a non-confusing manner.
Impact of advertising
Social, Economical impact, Effect on consumer Demand,Effect on Consumer Choice,Effect on Business cycle,Deception in Advertising
The Subliminal Advertising,Effect on Value System,Effect of Proliferation of Advertising,Use of Stereotypes in Advertising,Offensiveness in Advertising,Effect on Perspective,Social Responsibility,Offensive Advertising
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Bonfire Ads, the leading advertising agency with creative team of efficient and inspired professionals who have set their sight on advertising and branding.
Steps required in developing an advertising program
The document discusses the 5 Ms framework for developing and managing an effective marketing communication strategy:
1) Identify the target market and buyer motives. 2) Develop the mission, budget, and objectives. 3) Create the message and evaluate different creative executions. 4) Choose appropriate media channels based on reach, frequency and impact. 5) Measure the effectiveness of the communication through sales data and copy testing.
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12th Alex Marketing Cub (Public Relations Management) by Dr. Ahmed Saleh
12th Alex Marketing Cub (Public Relations Management) by Dr. Ahmed Saleh
*#Mahmoud_Bahgat*
*#Marketing_Club*
للاشتراك في نادي التسويق بالشرق الاوسط
*If you are a Marketer now*
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Effective advertising not only drives patient engagement and trust but also establishes a healthcare brand as a leader in the industry. In this blog, we'll explore the multifaceted impact of healthcare advertising on brand reputation, highlighting the roles of healthcare advertising agencies and healthcare creative agencies.
Integrated marketing communication unit 1prof dr kanchan.pptx
This document provides an introduction to advertisements. It defines advertisements as messaging tools used by companies to persuade target markets to buy products or services. Advertisements appeal to wide audiences by being straightforward. Effective ads depend on creative ideas and processes to develop messages that target intended markets. Successfully placing ads in media strategically and evaluating performance ensures they reach likely purchasers. The document also discusses the social, economic, and legal implications of advertisements and how to set objectives and select campaigns.
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The power of advertising
Advertising is a form of communication intended to persuade audiences to purchase products or services. It promotes brands and identifies how they could benefit consumers. Advertisers seek to generate increased consumption through branding which involves repetition to associate qualities with brands. In 2007, over $150 billion was spent on advertising in the US and $385 billion worldwide. While advertising aims to provide information to consumers, its main goal is to change behavior and encourage purchasing. Consumerism describes equating personal happiness with constantly purchasing more material possessions.
Introduction to advertising
The document outlines the key concepts to understand from a marketing lecture, including defining marketing and relationship marketing, explaining the 4Ps of the marketing mix, defining advertising and its importance, describing types and roles of advertising, and identifying current issues like interactive, global, and niche advertising. The goal is to understand the basic concepts of marketing, advertising, and how the advertising industry is evolving.
Advertising management 1 st, 2nd & 3rd topic of Kurukshetra University
This document provides an overview of advertising management and concepts. It begins with defining advertising and describing its key features and functions. It then discusses the different types of advertising based on geographical area, target audience, demand influence level, purpose, timing, appeal, and media. The document also covers what makes an ad effective, the importance and benefits of advertising, as well as potential harms. It discusses the role of advertising in a company's marketing mix and analyzes advertising through economic, social, legal, and ethical lenses.
What are the steps required in developing an advertising program?
Here are the key steps for developing an advertising program in 3 sentences or less:
The five Ms of advertising are mission, money, message, media, and measurement. The mission establishes the advertising objectives like creating brand awareness or persuading purchases. Money determines the budget based on factors like the product's lifecycle and competition. An effective message is generated and creatively executed while complying with legal and social norms. The media choice considers reach, frequency, and impact. Measurement assesses the communication and sales effects to determine how well the ad performed.
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1) Novant Health is an integrated healthcare system serving 4 million patients annually across Virginia, North Carolina, South Carolina and Georgia.
2) In 2012, Novant Health introduced MAKOplasty, a minimally invasive knee resurfacing procedure, and hired a marketing firm to educate the public about its benefits over traditional knee replacement surgery.
3) The marketing campaign utilized both digital and traditional tactics like social media, paid search ads, print ads, and a video testimonial to generate awareness of MAKOplasty and drive patients to free educational seminars about the procedure.
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Sales promotion is a short-term marketing technique used to encourage purchases. It includes incentives like coupons, samples, contests and rebates. The goal is to boost short-term sales or help build long-term market share. Common consumer sales promotion tools include coupons, cash refunds, price packs and premiums. Sales promotion is growing in importance in India as promotional spending increases, especially for consumer goods companies.
Advertising in indian economy & its effects
Advertising plays an important role in the Indian economy. It generates indirect sales and jobs by promoting industries, products, and services. Advertising influences consumer demand, prices, competition, and business cycles. The major mediums of advertising that impact the Indian economy are television, social media, radio, and print. Television is the most influential due to its high reach and impact, but also has high costs. Social media advertising allows for low-cost, powerful targeting and real-time statistics. Print advertising also significantly motivates customers in India and impacts the economy. Overall, advertising has transformed consumer preferences and played a transformative role in the Indian economy.
Functions of advertising and Objectives of advertising
Social Functions,Psychological Functions,Economic Functions.INFORMING
PERSUADING
REMINDING
ADDING VALUE
Distinguish from the competitors
Product expansion-brand extension
Encourage loyalty
Reduce cost
HELP IN BRANDING
Previewing New Trends Previews, Create Demand,PRICING
Advertising
Advertising, meaning of advertising, types of advertising, print advertising, outdoor advertising, covert advertising, surrogate advertising, public service advertising, celebrity advertising.
Benefits or Importance of advertising
Ravi Rajyaguru submitted a paper on African literature to the Department of English at Maharaja Krishnakumarsinhji Bhavnagar University. The document discusses the importance and benefits of advertising, including informing the public about products and services, raising awareness of social issues, and educating customers by making them aware of available products and opportunities. Advertising plays a vital role in modern business by allowing companies to promote their products and services in a competitive marketplace.
Basic Concepts and Inroduction
History of advertising, Advertising purpose, and functions, Economic, social and ethical aspects of advertising: Advertising and the marketing mix, advertising as a communication process, types of advertising: Major Institutions of Advertising Management.
Medium of Advertising
Discusses about the different media of Advertising use, and the the kinds of Advertising. This slideshow particularly discusses Interactive advertsing, most particularly Kiosks, and Point of Purchase. It also discusses about the difference between Product and Non-Product Advertising, Commercial and Non-commercial Advertising, and Awareness Advertsing.
Role of advertisement in consumer behavior
1. Advertisements play an essential role in creating an image of a product in consumers' minds and must communicate relevant information to the target audience in a catchy way.
2. It is important for marketers to understand consumer behavior and needs to create effective advertisements for the right audience. Advertisements must appeal to the target audience to connect them to the brand and potentially increase sales.
3. Advertisements should show what consumers like about a product based on research of the target audience's expectations, preferences, and psychologies without offending any groups, and provide relevant information in a non-confusing manner.
Impact of advertising
Social, Economical impact, Effect on consumer Demand,Effect on Consumer Choice,Effect on Business cycle,Deception in Advertising
The Subliminal Advertising,Effect on Value System,Effect of Proliferation of Advertising,Use of Stereotypes in Advertising,Offensiveness in Advertising,Effect on Perspective,Social Responsibility,Offensive Advertising
Elements of good advertisement
Bonfire Ads, the leading advertising agency with creative team of efficient and inspired professionals who have set their sight on advertising and branding.
Steps required in developing an advertising program
The document discusses the 5 Ms framework for developing and managing an effective marketing communication strategy:
1) Identify the target market and buyer motives. 2) Develop the mission, budget, and objectives. 3) Create the message and evaluate different creative executions. 4) Choose appropriate media channels based on reach, frequency and impact. 5) Measure the effectiveness of the communication through sales data and copy testing.
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*#Mahmoud_Bahgat*
*#Marketing_Club*
للاشتراك في نادي التسويق بالشرق الاوسط
*If you are a Marketer now*
To Join our whatsapp &Monthly Meeting in Middle East Cities
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00966569654916
*Fill ur data here as speaker or member*
https://lnkd.in/efkTE7T
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*Marketing Club Facebook Page*
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*#Legendary_ADLAND*
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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.
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Dr. James Victor Otayza outlines a 20-year marketing plan to achieve his vision and fulfill his purpose in life. His vision is to apply his medical skills to help ease suffering while maintaining faith. He aims to succeed by fulfilling five daily roles: being a man for others, a compassionate physician, a loving son, a leader in his patient community, and a hardworking doctor. The plan involves monitoring his performance, budgeting, and continuing education. His current brand is presented as "Dr. James Victor Otayza, Internist – 'The Lifesaver'." The plan envisions being happily married with children, a successful doctor and businessman, and a popular speaker by age 55.
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V49 otayza the mainconcepts of ch18
- 1. Chapter 18The Important Concepts of Managing Mass Communicationsaccording to Dr. Otayza James Victor K. Otayza, MD Ateneo Graduate School of Business May 15, 2010
- 2. Managing Mass Communicationsentails… Advertising Sales promotion Media timing Involvement in events and experiences Public relations
- 3. Advertising any paid form of non-personal presentation and promotion Mission Money Message Media Measurement
- 4. Mission: what objective? Informative -RTDs Reminder -Colgate Persuasive -Quadtab(4-in-1 drug for TB) Reinforcement -Go Organic “make the right choice”
- 5. Money: what’s the budget? Product life cycle Market share/consumer base Competition & clutter Ad frequency Product substitutability
- 6. Message: let them know! Message strategy –what? Colt 45 is a “”drink for real men” Creative strategy –how? Big bottle of Colt 45 falls and crushes “weak” guy
- 7. Media selection: is RIFE Finding the most cost-effective media Reach –number exposed in a specified time Impact –quality of exposure through a given medium Frequency –number of times exposed Exposures –Reach x Frequency
- 8. BRIDGE TO MEDICINE: A majorhospital launched a radio advertisement informing the public of new services offered at lower prices. The ad included testimonies by satisfied clients.
- 9. BRIDGE TO MEDICINE: The anti-smoking poster of the DOH showing all the diseases caused by smoking plays on peoples fear reaching majority of the population with maximum impact.
- 10. Measurement: did it work? Reflected in sales use CLaP Consumer feedback Lab tests Portfolio tests
- 11. Sales Promotion Tools to stimulate quicker or greater purchase of a product Rebates Free trials Discount coupons Product warranties
- 12. BRIDGE TO MEDICINE: NSPI Dialysis Center gives their clients a free treatment for every 10 treatments at their center.
- 13. Media Timing and Pattern largely depends on: Buyer turnover Purchase frequency Forgetting rate
- 14. For new product launching: Continuity Concentration Flighting Pulsing
- 15. BRIDGE TO MEDICINE: In the opening a new clinic, a group of physicians decided for a whole day grand opening complete with a free clinic and medicines
- 16. Events/Experiences Connecting with the consumer on a more personal level thru: Interactive booths Fairs and festivals Fund raisers Creating an “atmosphere”
- 17. BRIDGE TO MEDICINE: Nestle sponsors annual marathons reminding the consumer that exercise and Milo keeps one fit and healthy.
- 18. Public Relations 1.promote or protect a company’s image or product 2.builds CREDIBILITY, AWARENESS 3.lessens PROMOTIONAL COSTS
- 19. Evaluation is CAAtChE Comprehension Awareness Attitude Change Contribution to sales number of Exposures
- 20. Functions: Press relations –setting the company in the best possible light Product publicity Corporate communication –promote understanding thru communication Lobbying & counselling
- 21. BRIDGE TO MEDICINE: Unilab’s RITEMED ads shows it cares for the masses by producing medicines that are both cheap and effective, thus endearing the company to customers.
- 22. In a … Advertising -5 M’s, CLaP Sales promotion –think gimmicks Media is RIFE Involvement in events and experiences Public relations promotes CrAP and is measured by CAAtChE
- 23. Marketing takes something we like…
- 24. …and turns it into something we WANT.