chapter 18 managing mass communications v18

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CHAPTER 18:

MANAGING MASS COMMUNICATIONS

Lynie TumabiniSeptember 17, 2013

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Mass-communication tools• Advertising• Sales Promotions• Events and Experiences• Public Relations and Publicity

Summary

OUTLINE



1. Advertising

2. Sales Promotions

3. Events and Experiences

4. Public Relations and Publicity

4 Mass-Communication Tools: ASEP



5 Major Decisions (5Ms)

Mission MoneyMessage Media

Measurement

Concept #1 ADVERTISING



Advertising objectives

• Informative• Persuasive• Reminder• Reinforcement

Mission



Budget decisions:

•Product life cycle•Market share & consumer base•Competition and clutter•Advertising frequency•Product substitutability

Money



• Message Strategy – positioning of an ad – What?

• Creative Strategy – how the ad expresses the brand claims?

Message



Finding the most cost-effective mediaRIFE

• Reach – no. of different persons exposed to particular media schedule.

• Impact – qualitative value of exposure• Frequency – no. of times exposed to the

message• Exposure = reach x frequency

Media Selection



• Communication effect- use advertising pretest research techniques

• Sales effect

Measurement: Did it work?



Example of Advertising



Incentive tools to stimulate quicker or greater purchase of a product (CTS)

• Consumer promotion – samples, coupons, cash refund offers, free trials

• Trade promotion – free goods, prices off• Sales force promotion – conventions, trade

shows, contest for sales reps

Concept # 2 SALES PROMOTIONS



Example of Sales Promotions in Natasha



Broadening and deepening a company or brand’s relationship with the target market•Choosing events•Designing sponsorship program•Measuring sponsorship activities

Supply-side Demand-side

Concept #3EVENTS AND EXPERIENCES



Example of Event in Natasha



Promoting or protecting a company’s image or product: (PPCLC)

• Press relations • Product publicity • Corporate communications • Lobbying• Counseling

Concept #4PUBLIC RELATIONS (PR)AND PUBLICITY



Example of PR and Publicity



1. Advertising - 5 Ms

2. Sales Promotions - CTS

3. Events and Experiences

4. Public Relations and Publicity-PPCLC

SUMMARY:4 Mass-Communication Tools:

ASEP



CHAPTER 18:

MANAGING MASS COMMUNICATIONS

Lynie TumabiniSeptember 17, 2013


chapter 18 managing mass communications v18

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