chapter 18 managing mass communications revised2

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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