top 10 concepts: ch18 managing mass communications

1

Managing Mass CommunicationsUnderstanding their use in today’s environment

Bea PachecoAteneo Graduate School of Business

December 2009

Top 10 Concepts

Outline: Managing Mass Communications…

1. 4 tools (SPREAd)2. 5Ms of Advertising3. “the BIG idea”4. Using alternatives?5. Media timing

Outline: Managing Mass Communications…

6. Evaluate effectiveness (how?)7. Benefits (who?)8. Manage events (why?)9. Customer experience10. Role of MPR

Concept 1:

Mass Communications utilize 4 SPREAd tools.

Sales promotion

- diverse collection of

incentive tools

- designed to stimulate

greater purchase

Concept 1:

Mass Communications utilize 4 SPREAd tools.

Public relations

- to promote or protect a

company’s image

Concept 1:

Mass Communications utilize 4 SPREAd tools.

Events and experiences

- means to become part

of relevant moments

Concept 1:

Mass Communications utilize 4 SPREAd tools.

Advertising

paid form of nonpersonal promotion

of ideas, goods, or services

by an identified sponsor.

Concept 2:

5Ms of Advertising

Mission

Money

Message

Media

Measurement

connects with consumers distinguishes the brand

from competitors broad and flexible translates to media,

markets and time periods.

Concept 3:

Always seek “the BIG IDEA”

Includes: Place advertising Product placement Point-of-purchase

reaches audience in a cost-effective manner

message must be simple and direct

effective in enhancing brand awareness

Concept 4:

Alternative advertising options may also work.

Most effective media timing pattern:

Concept 5:

Select appropriate Media Timing.

Communications Objectives

Product

1

Customers

2

Distribution Channels

3

Concept 6:

Evaluate Advertising Effectiveness

adds up 4 shares.

Share

Of

Voice

Share

Of

Market

Share

Of

Mind & Heart

Share

Of

Expenditure

s

Sales promotion includes tools for: consumer promotion trade promotion business and sales-force promotions

that benefits Marketers Manufacturers Consumers Retailers

Concept 7:

Sales promotion tools provide benefits to everyone.

Events can deepen the relationship of: the sponsor

its target market

Concept 8:

Manage events properly.

Experiential marketing communicates features

and benefits connects a product or

service with unique and

interesting experiences.

Concept 9:

Create experience for Customers

More than just publicity Build awareness Build credibility Costs less

Concept 10:

Support marketing department with Marketing Public Relations.

Summary: Managing Mass Communications…

1. 4 tools (SPREAd)2. Develop 5Ms of Advertising3. Always seek “the BIG idea”4. Using alternatives can work5. Select proper timing

Summary: Managing Mass Communications…

6. Evaluate effectiveness through 4 shares7. Benefits everyone8. Manage events properly9. Creates customer experience10. MPR supports marketing department

Conclusion: Managing Mass Communications

Think SPREAD…

Not only to improve brand and sales/revenue

but at the same time

communicating VALUE to consumers.

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Managing Mass CommunicationsUnderstanding their use in today’s environment

Bea PachecoAteneo Graduate School of Business

December 2009

Top 10 Concepts