Download - Ch18 - Managing Mass Communication
TOP 10 Learning TOP 10 Learning ConceptsConcepts
MANAGING MASS MANAGING MASS COMMUNICATION COMMUNICATION
CHAPTER 18CHAPTER 18
By: Theresia Situmorang
September September 20112011www.tualitorphory.blogspot.comwww.tualitorphory.blogspot.com
CONCEPT OUTLINECONCEPT OUTLINE
1. Using 5Ms in Developing & Advertising Program
2. Setting the GOAL!3. SCAMP Factors That Affecting Budget
Decision4. Developing the Advertising Campaign5. The 3-Key Print Ad Component
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CONCEPT OUTLINECONCEPT OUTLINE
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6. Choosing Major Media Types7. Evaluate Advertising Effectiveness include
4 Shares8. Utilizing Sales Promotion9. Manage Events Properly10. Support Marketing Public Relation
CONCEPT ICONCEPT I
MISSIONMISSION
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Using 5Ms in Developing & Advertising Program
CONCEPT ICONCEPT I
MISSIONMISSION MONEYMONEY
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Using 5Ms in Developing & Advertising Program
CONCEPT ICONCEPT I
MISSIONMISSION MONEYMONEY MESSAGEMESSAGE
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Using 5Ms in Developing & Advertising Program
CONCEPT ICONCEPT I
MISSIONMISSION MONEYMONEY MESSAGEMESSAGE
MEDIAMEDIAwww.tualitorphory.blogspot.comwww.tualitorphory.blogspot.com
Using 5Ms in Developing & Advertising Program
CONCEPT ICONCEPT I
MISSIONMISSION MONEYMONEY MESSAGEMESSAGE
MEDIAMEDIA MEASUREMEMEASUREMENTNT
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Using 5Ms in Developing & Advertising Program
“ To create value and make a difference!”
In 2009, approx. $2.44 Billion spent for advertising expenses
included in selling, administrative and general expenses.•“Coke Adds Life!”
• “ Have a Coke and Smile!”• “Open Happiness!”
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EXAMPLE IEXAMPLE I
•Digital Advertising:
•Television•Infomercials
•Radio•Online
• Physical Advertising:
•Press•Billboard•Mobile
Billboard•In-Store
Advertising•Street
AdvertisingIn 2010, Coke sees “phenomenal” result from Twitter ads. It saw 86 million “impressions” or views of
the ads in 24 hours.
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EXAMPLE IEXAMPLE I
• CONNECT WITH CUSTOMERSCONNECT WITH CUSTOMERS
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CONCEPT CONCEPT IIII
Set the GOAL!
• CONNECT WITH CUSTOMERSCONNECT WITH CUSTOMERS • DIFFERENTIATE BRAND FROM DIFFERENTIATE BRAND FROM COMPETITORSCOMPETITORS
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CONCEPT CONCEPT IIII
Set the GOAL!
• CONNECT WITH CUSTOMERSCONNECT WITH CUSTOMERS • DIFFERENTIATE BRAND FROM DIFFERENTIATE BRAND FROM COMPETITORSCOMPETITORS
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CONCEPT CONCEPT IIII
Set the GOAL!
•BROAD & FLEXIBLEBROAD & FLEXIBLE
• CONNECT WITH CUSTOMERSCONNECT WITH CUSTOMERS • DIFFERENTIATE BRAND FROM DIFFERENTIATE BRAND FROM COMPETITORSCOMPETITORS
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CONCEPT CONCEPT IIII
Set the GOAL!
•BROAD & FLEXIBLEBROAD & FLEXIBLE•COMMUNICATES TO MEDIA, MARKET COMMUNICATES TO MEDIA, MARKET
IN SPECIFIC PERIOD OF TIMEIN SPECIFIC PERIOD OF TIME
““In 2010, In 2010, Coca-ColaCoca-Cola sent a team sent a team of Happiness Ambassadors of Happiness Ambassadors
around the world to visit 206 around the world to visit 206 countries in 365 days to find out countries in 365 days to find out
what makes people happy.” what makes people happy.”
““The product differentiation is communicated The product differentiation is communicated to the market by symbols, written and to the market by symbols, written and audiovisual media, atmosphere of the audiovisual media, atmosphere of the
physical place, and events organized or physical place, and events organized or sponsored to make it more appealing than its sponsored to make it more appealing than its
competitors.”competitors.”www.tualitorphory.blogspot.comwww.tualitorphory.blogspot.com
EXAMPLE EXAMPLE IIII
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““Coca-ColaCoca-Cola Enterprises' extensive Enterprises' extensive brand portfolio includes the most brand portfolio includes the most
popular beverage brands in the world, popular beverage brands in the world, as well as exciting new innovations as well as exciting new innovations
introduced regularly.”introduced regularly.”
Coca-ColaCoca-Cola goes bigger by goes bigger by communicating its brand through social communicating its brand through social media. The strategy is about long-term media. The strategy is about long-term sustainable engagement, developing sustainable engagement, developing
advocacy and encouraging brand advocacy and encouraging brand loyalty.loyalty.
EXAMPLE EXAMPLE IIII
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SCAMP Factors That Affecting Budget Decision
CONCEPT CONCEPT IIIIII
STEPSSTEPS::1. MESSAGE GENERATION AND 1. MESSAGE GENERATION AND
EVALUATIONEVALUATION
2. CREATIVE DEVELOPMENT 2. CREATIVE DEVELOPMENT AND EXECUTIONAND EXECUTION
3. SOCIAL-RESPONSIBILITY 3. SOCIAL-RESPONSIBILITY REVIEWREVIEW
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CONCEPT CONCEPT IVIV
Developing the Advertising Campaign
Coca Cola advertising history demonstrates how the marketing science has been developing over time. Below there is a visual
into the company print advertising:189189
0 0 1921929 9
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EXAMPLE EXAMPLE IVIV
19519500
1971976 6
19919933
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EXAMPLE EXAMPLE IVIV
20022002““The Coke Side of Life” The Coke Side of Life” ““RecycleRecycle””
"Summer as it should be" "Summer as it should be"
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EXAMPLE EXAMPLE IVIV
• PICTURE - PICTURE - It must be strong enough to draw attention.
• HEADLINEHEADLINE – It must reinforce the
picture and lead the person to read
the copy.• COPY COPY – It must engaging and the
brand’s name sufficiently prominent.
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CONCEPT & EXAMPLE CONCEPT & EXAMPLE VV
The 3-Key Print Ad Component
TARGET AUDIENCE MEDIA HABITS
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CONCEPT CONCEPT VIVI
Choosing Major Media Types
TARGET AUDIENCE MEDIA HABITS
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CONCEPT CONCEPT VIVI
Choosing Major Media Types
PRODUCT & MESSAGE CHARACTERISTICS
TARGET AUDIENCE MEDIA HABITS
PRODUCT & MESSAGE CHARACTERISTICS
COST
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CONCEPT CONCEPT VIVI
Choosing Major Media Types
Coca-ColaCoca-Cola ZeroZero
TARGET AUDIENCE• health-conscious male segment age of 18-34 year
olds (young adults) PRODUCT & MESSAGE CHARACTERISTICS• Has even been nicknamed "Bloke Coke“
• Coca-Cola logo in red with white trim on a black background, with the word "zero" underneath in
lower case in the geometric typeface Avenir• Message : “Real Coke Taste, Zero Calories”.
COST• The Coca-Cola Zero campaign used
super-expanding banners within Windows Live Messenger to deliver its Avatar-themed ads which is cheaper
than TV advertising and reached more to a target audience.
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EXAMPLE EXAMPLE VIVI
Share of Share of ExpendituresExpenditures
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CONCEPT CONCEPT VIIVII
Evaluate Advertising Effectiveness include 4 Shares
Share of Share of ExpendituresExpenditures
Share of VoiceShare of Voice
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CONCEPT CONCEPT VIIVII
Evaluate Advertising Effectiveness include 4 Shares
Share of Share of ExpendituresExpenditures
Share of VoiceShare of Voice
Share of Share of Mind & HeartMind & Heart
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CONCEPT CONCEPT VIIVII
Evaluate Advertising Effectiveness include 4 Shares
Share of Share of ExpendituresExpenditures
Share of VoiceShare of Voice
Share of Share of Mind & HeartMind & Heart
Share of Market Share of Market
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CONCEPT CONCEPT VIIVII
Evaluate Advertising Effectiveness include 4 Shares
•In 2009, advertising age estimated global measured advertising expenditure of
$2.44bn.
• It owns four of the world's five best-selling soft drinks.
•Its principal brand is of course Coca Cola itself, the world's best-known and most
valuable brand.
•Controlling more than half the global market in carbonated soft drinks as well as a
substantial chunk of the non-carbonated segment.
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EXAMPLE EXAMPLE VIIVII
Tools of Sales Tools of Sales Promotion:Promotion:Consumer Consumer
PromotionPromotion
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CONCEPT CONCEPT VIIIVIII
Utilizing Sales Promotion
Tools of Sales Tools of Sales Promotion:Promotion:Consumer Consumer
PromotionPromotion Trade Trade PromotionPromotion
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CONCEPT CONCEPT VIIIVIII
Utilizing Sales Promotion
Tools of Sales Tools of Sales Promotion:Promotion:Consumer Consumer
PromotionPromotion Trade Trade PromotionPromotion
Business & Sales Business & Sales PromotionPromotion
These tools can benefit: These tools can benefit: Marketers, Manufacturers, Consumers, Marketers, Manufacturers, Consumers, RetailersRetailerswww.tualitorphory.blogspot.comwww.tualitorphory.blogspot.com
CONCEPT CONCEPT VIIIVIII
Utilizing Sales Promotion
Sales Promotion of Coca ColaSales Promotion of Coca Cola
Tie-In Tie-In PromotionPromotion
PrizesPrizes
Tradeshow & Tradeshow &
ConventionConvention
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EXAMPLE EXAMPLE VIIIVIII
Events are able to extend the relationship of:
SPONSORSPONSORSS
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CONCEPT CONCEPT IXIX
Manage Events Properly
Events are able to extend the relationship of:
SPONSORSPONSORSS
TARGET MARKETTARGET MARKET
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CONCEPT CONCEPT IXIX
Manage Events Properly
ISC TOUR 2010 LAUNCHEDISC TOUR 2010 LAUNCHED
On March 31st, 2010, the ISC Opening (Indonesian
Surfing Championship Season Launch 2010). This
event would be the landmark of Coca Cola’s
support towards surfing in Indonesia. ISC is signing a 3 year contract with Coca
Cola for the very first time.Coca Cola will support all events held by ISC, whether
it’s a surfing competition or any other event. Coca Cola will give away surfboards to any brand surf company
that supports the ISC in 2010.www.tualitorphory.blogspot.comwww.tualitorphory.blogspot.com
EXAMPLE EXAMPLE IXIX
Increase Product Increase Product Awareness & Awareness &
CredibilityCredibility
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CONCEPT XCONCEPT XSupport Marketing Public Relation
Increase Product Increase Product Awareness & Awareness &
CredibilityCredibility
Boost-Up SalesBoost-Up Sales
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CONCEPT XCONCEPT XSupport Marketing Public Relation
Increase Product Increase Product Awareness & Awareness &
CredibilityCredibility
Boost-Up SalesBoost-Up Sales
Cut Promotion Cut Promotion CostCost
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CONCEPT XCONCEPT XSupport Marketing Public Relation
A Successful Public Relation Campaign• Coke is ranked #2 overall on Facebook
for the number of fans that they have.
• Coca-Cola's page on Facebook, which currently has 25.2 million “likes”.
•The real-life result came in mid-March 2011, when annual sales showed Diet Coke overtook Pepsi for the first time,
taking Pepsi’s No.2 spot:
2010 Cola sales:Coca-Cola: 1.6 billion casesDiet Coke: 927 million cases
Pepsi: 892 million caseswww.tualitorphory.blogspot.comwww.tualitorphory.blogspot.com
EXAMPLE XEXAMPLE X
SUMMARYSUMMARY
1. Using 5Ms in Developing & Advertising Program:• Mission, Money, Message, Media,
Measurement,
2. Setting the GOAL!• Connect with Customer• Differentiate brand with Competitors -
Broad & Flexible• Communicate to Media
SUMMARYSUMMARY
3. SCAMP factors affecting budget decision:• Stage of Product life cycle, Competition &
Clutter, Advertising Frequency, Market Share & Consumer Base, Product Substitutability
4. Developing the Advertising Campaign 3 Important Steps of developing
5. The 3-Key Print Ad Component : Picture, Headline, Copy
SUMMARYSUMMARY
6. Choosing Major Media Types:• Media type selection depends on target
audience media habits, product & message characteristics and cost
7. Evaluate Advertising Effectiveness include 4 Shares• Share of Expenditures• Share of Voice• Share of Mind & Heart• Share of Market
SUMMARYSUMMARY
8. Utilizing Sales Promotion• 3 tools in sales promotion that can
benefit: Marketers, Manufacturers, Consumers, Retailers
9. Manage Event Properly• Events are able to extend the
relationship of Sponsor and Target Market
10. Support Marketing Public Relation• It can increase product awareness &
credibility, boost sales and cut promotion costs
TOP 10 Learning TOP 10 Learning ConceptsConcepts
MANAGING MASS MANAGING MASS COMMUNICATION COMMUNICATION
CHAPTER 18CHAPTER 18
By: Theresia Situmorang
September September 20112011www.tualitorphory.blogspot.comwww.tualitorphory.blogspot.com