chapter 18 managing mass communications revised2
TRANSCRIPT
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CHAPTER 18:
MANAGING MASS COMMUNICATIONS
Lynie Tumabini
September 17, 2013
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In this chapter, we will address the following questions:
1. What steps are required in developing an advertising program?
2. How should sales promotion decisions be made?
3. What are the guidelines for effective brand-building events and experiences?
4. How can companies exploit potential of public relations and publicity?
Chapter 18
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Concepts in Managing Mass Communications
(4 Mass-Communication Tools) ASEP
1.Advertising2.Sales Promotions3.Events and Experiences4.Public Relations and Publicity
Outline
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Developing Advertising Program
1.Identify
Concept #1 ADVERTISING
Motives
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2. Make 5 Major Decisions (5Ms)
Mission MoneyMessage Media
Measurement
Concept #1
ADVERTISING
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Example no. 1 of Concept #1Advertising Program
Target Market Brand Sales goals
Advertising Objectives
• Ages 15-25
• Increase sales • Increase market share• Increase product line • Awareness and knowledge of
new product• Create excitement and
preference
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Example no. 2 of Concept #1Advertising Program…..
Product life cycleMarket share & consumer baseCompetition and clutterAdvertising frequencyProduct substitutability
jeans and apparel•Advertising contract with ABS CBN Publishing Inc.•July – Dec 2013 placements •Magazines such as Star Studio, Digital Ad, Chalk, and UAAP•Budget P1M
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Message Strategy – positioning of an
ad
Creative Strategy – how the ad
expresses the brand claims
Example no. 3 of Concept #1Advertising Program…..
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Media selection
•Reach •Impact•Frequency •Exposure
Example no. 4 of Concept #1Advertising Program…..
•Billboard•Tarpaulin•Catalogue print•Brochures•Radio•Internet•Online Catalogue•Magazine
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Example no. 5 of Concept #1Advertising Program…..
Measurement: Did it work?
•Survey – product rating
•% advertising cost to sales
•Sales report per brand
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Incentive tools to stimulate quicker or greater purchase of a product
• Consumer promotion – samples, coupons, cash refund offers, free trials
• Trade promotion – free goods, prices off, allowance
• Sales force promotion – conventions, trade shows, contest for sales reps, specialty advertising
Concept # 2 SALES PROMOTIONS
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Major decisions:
1. Establish objectives2. Select the tools3. Develop the program4. Pre-test the program5. Implement and control6. Evaluate the results
Concept # 2 SALES PROMOTIONS
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Examples of Sales Promotions in
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Objectives:1.Identify with a particular target market and lifestyle 2.Increase salience of company or product name3.Create or reinforce perceptions of key brand image4.Enhance corporate image5.Create experiences and evoke feelings6.Express commitment to the community or social issues7.Entertain key clients or reward key employees8.Permit merchandising and promotional opportunities
Concept #3EVENTS AND EXPERIENCES
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Major decisions:
•Choosing events•Designing sponsorship programs•Measuring sponsorship activities
Concept #3EVENTS AND EXPERIENCES
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Example of Event in
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Promoting or protecting a company’s image or product
1.Press relations 2.Product publicity 3.Corporate communications 4.Lobbying5.Counselling
Concept #4PUBLIC RELATIONS (PR)AND PUBLICITY
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Major decisions:
•Establishing objectives •Choosing messages and vehicles•Implementing the plan•Evaluating results
Concept #4PUBLIC RELATIONS (PR)AND PUBLICITY
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Example of PR and Publicity
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1. Advertising - 5 Ms
2. Sales Promotions - CTS
3. Events and Experiences
4. Public Relations and Publicity-PPCLC
SUMMARY:4 Mass-Communication Tools:
ASEP
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CHAPTER 18:
MANAGING MASS COMMUNICATIONS
Lynie Tumabini
September 17, 2013