chapter 18 managing mass communications
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Chapter 18
6 ConceptsManaging Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations
By: Abigail Fonte
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What to Know about Advertising?5 M’s of AdvertisingAdvertising ObjectivesFactors to Consider in Setting
Advertising BudgetMedia SelectionUsing Sales PromotionsUsing Sponsored Event
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I. 5 M’s of AdvertisingMission
◦Sales Goals
◦Advertising Objectives
Concept 1
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I. 5 M’s of AdvertisingMoney
◦Stage in PLC (product life cycle)◦Market share & consumer base◦Competition & clutter ◦Advertising frequency◦Product substitutability
Concept 1
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I. 5 M’s of AdvertisingMessage
◦Generation◦Evaluation and Selection◦Execution◦Social-Responsibility Review
Concept 1
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I. 5 M’s of AdvertisingMedia
◦Reach, frequency, impact◦Media Types◦Specific media vehicles◦Media timing◦Geographical media allocation
Concept 1
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I. 5 M’s of AdvertisingMeasurement: Impact
◦Communication “people starts talking about it” “the message is correctly transmitted”
◦Sales “increase in sales results”
volume value
Concept 1
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Mission ◦Increase sales and profit◦Hit target budget set for the year◦Attract prospects ◦Inform about the product
Concept 1
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Money ◦How much can we spend vs. profit◦Knowing target market (class A and
B) to align with the kind of branding in marketing the product
Concept 1
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Message ◦What?◦When?◦Where?◦How?◦Why the product?◦Why the developer?
Concept 1
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Media ◦Magazine Ads◦Billboards◦TV Ads◦News prints◦Local or Foreign◦Websites Social Networks
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Measurement ◦Increase in sales◦Continuous inquiries◦Brand recall◦Growth◦Loyal clients
Concept 1
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II. Advertising Objectives Informativ
e◦Objective
is to relay information to target audience.
Concept 2
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II. Advertising Objectives Persuasive
◦Objective is to encourage audience
Concept 2
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II. Advertising Objectives Reminder
◦Objective is to remind audience
Concept 2
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II. Advertising Objectives Reinforcement
◦Objective is to prove and reassure audience that they made the right decision in purchasing your product
Concept 2
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III. Factors to Consider in Setting an Advertising Budget
Stage in the product life cycleMarket share and consumer baseCompetition and clutterAdvertising frequencyProduct substitutability
Concept 3
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Stage in the product life cycle◦Launch / Pre-selling◦Percentage sold◦Percentage complete◦Date of completion
Concept 3
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Market share and consumer base◦Class A & B◦Discerning Affluent◦Local and Foreign
Concept 3
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Competition and clutter◦Rockwell Land◦Shangri-La◦SM Prime
Concept 3
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Advertising frequency◦Monthly news clips◦At least 6-months billboard contracts◦As frequent as possible in websites
and social media
Concept 3
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Product substitutability◦High end residential properties have
less density in the industry as compared with the more affordable products
◦Lower density = higher production and profit
Concept 3
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IV. Media SelectionReachFrequencyImpactExposure
Concept 4
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Reach◦Local and International (Global)
Frequency◦As often as possible
Impact◦Attractive and convincing
Exposure◦Highest possible / worldwide
Concept 4
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Major Media Types NewspapersTelevisionDirect mailRadioMagazines
OutdoorYellow PagesNewslettersBrochuresTelephoneInternet
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Sales Promotion TacticsConsumer-
directed SamplesCouponsCash refund offersPrice offsPremiumsPrizesPatronage rewardsFree trialsTie-in promotions
Trade-directedPrice offsAllowancesFree goodsSales contestsSpiffsTrade showsSpecialty
advertising
Concept 4
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Concept 4
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V. Using Sales PromotionsEstablish objectivesSelect toolsDevelop programPretestImplement and controlEvaluate results
Concept 5
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Establish objectives◦ Increase sales (which project)
Select tools◦Promo terms
Develop program◦Events / Invites
Pretest◦From historical data (preferred payment
option)Implement and controlEvaluate results
Concept 5
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Volume Value
AGE 3 14,190,700
Anvaya Cove 0 -
Anvaya Shares 0 -
Garden Towers 17 334,118,000
Serendra 0 -
Park Terraces 2 26,158,504
Park Point Residences 0 -
22 374,467,204
Event Results
Concept 5
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VI. Using Sponsored EventEstablish objectives
◦ Tap new clientChoose events
◦ Appropriate for the product◦ Study market attending◦ Check location and feasibility
Design programs◦ Appropriate with the event◦ Connected with the product
Measure effectiveness◦ Established client database◦ Increase in sales / inquiry◦ Good feedback
Concept 6
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Concept 6
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Summary:Mass Communication Marketing Concepts…
5 M’s of AdvertisingAdvertising ObjectivesFactors to Consider in Setting
Advertising BudgetMedia SelectionUsing Sales PromotionsUsing Sponsored Event
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Chapter 18
6 ConceptsManaging Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations
By: Abigail Fonte