how to manage mass communication? by jay shah
TRANSCRIPT
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Three pillars to create a strong brand:
Segmentation Targeting Positioning
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Market Segmentation:
— is the process — that companies use — to divide large heterogeneous markets into small markets — that can be reached — more efficiently and effectively — with products and services — that match their unique needs
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Selecting Target Market Segments:
• Undifferentiated marketing
• Differentiated marketing
• Concentrated marketing
• Micro marketing
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Brand Positioning:
— It is act of— designing the company’s offerings— and image— to occupy a distinctive place— in the minds — of the target market.
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Utilizing 4 SPREAD tools:
Sales Promotion
Public RelationEvents &
Experiences
Advertising
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a) Advertising:
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1) Mission
i) Sales Goals
ii) Advertisement Objectives
- To inform eg: Gionee Mobile Phones ad - To persuade eg: Revital Salmaan ad - To remind eg: SRK ad of Polio Campaign - To reinforce eg: Hero Splendor ad
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2) Money
i) Adv Budgetii) Stage in Product Life Cycleiii) Market Share & consumer base eg: Santro SRK adiv) Competition & clutterv) Advertising frequencyvi) Product Sustainibility eg: Seagram’s Imperial Bluevii) Advertising elasticity
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3) Message
i) Message generationii) Message evaluation & selectioniii) Message executioniv) Social-responsibility review eg: Unilever SRK ad
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4) Media
i) Reach, Frequency, Impactii) Major media typesiii) Specific media vehiclesiv) Media timingv) Geographical media allocation
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i) Reach, Frequency, Impact:
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Audio
Video
Digital
ii) Major media types:
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a) Print Media:
1) Newspaper2) Magazines3) Books
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c) Video:
1) Film2) TV3) Video Games
b) Audio
1) Radio2) Music3) Sound Recording Eg: Hungama ad
Eg: Tide Plus ad
Eg: Visa ad
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d) Digital
1)Internet
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iii) Specific media vehicles:
- Audience quality- Audience –attention probability- Editorial quality- Ad placement policies eg: Kids products ad on CN
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iv) Media Timing:
- Continuity eg: Virgin Mobiles Ranbir ad- Concentration eg: Hero ad - Flighting eg: Voltas AC ad - Pulsing eg: 5 star Suresh Ramesh ad
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5) Measure
i) Communication-effect research
a) Consumer feedback method b) Portfolio tests - in home-tests - trailer tests - theater tests - on-air c) Laboratory tests
eg: Vodafone happy to help ad
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ii) Sales-effect research
Share of expenditure
Share of voice
Share of mind and heart
Share of market
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b) Sales Promotion:
Short-term incentive tools
1) Consumer promotion2) Trade promotion3) Business and sales force promotion
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1) Consumer promotion tools:- Samples- Coupons eg: Freecharge ad- Rebates- Price-packs- Premiums/gifts eg: Vodafone Delight ad- Prizes- Frequency programs- Patronage Awards- Free trails- Tie-in promotions eg: Ariel & LG ad- Cross-promotions- Point-of-purchase displays & demos
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2) Trade promotion tools:
- Price-off- Allowance- Free goods eg: Soap & Pen ad
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3) Business and sales-force promotion tools:
- Trade shows and conventions eg: CES - Sales contests- Specialty advertising
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c) Events & Experiences:
- To identify with a particular brand- To increase awareness- To create or reinforce perceptions- To enhance corporate image- To create experiences & feelings eg: Essel world ad- To express concern for CSR- To entertain key clients- To permit promotional activities
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d) Public Relations:
i) PR Functions
- Press Relations - Product Publicity - Corporate Communications - Lobbying - Counseling
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ii) Major tools in Marketing PR:
- Publications- Events - Sponsorships- News- Speeches- Public Service Activities- Identity media
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So, for a successful management of mass communication three things are required:
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Looking forward to your feedback!
Join my LinkedIn network at [email protected] using @jayshah316Contact at: +91 73 83 87 39 67
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Thank you