ch18 managing mass communications hugo
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TOP 10 Learning Concepts
Ch 18 Managing Mass Communications
Francis Benson C. HugoMarch 31, 2011
Powerful tools for the 21st century market
http://ph.linkedin.com/in/francisbensoncabehugo
Outline: Managing Mass Communications
1. 4 aspects of promotional mix (PEAS)2. 5Ms of Advertising
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Concept 1:
Public relations - maintaining public image for the business
a. speaking at conferencesb. working with the mediac. employee communication
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Mass Communications use 4 PEAS tools
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Concept 1:
Events and experiences- becoming part of relevant
moments
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Mass Communications use 4 PEAS tools
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Concept 1:
Advertising- persuading an audience to purchase or take some action on:
products ideas services
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Mass Communications use 4 PEAS tools
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Concept 1:
Sales promotions- providing incentives to customers
to stimulate immediate salesExamples:
coupons product samples premiums freebies contests rebates
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Mass Communications use 4 PEAS tools
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Concept 2:
Mission
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5Ms of Advertising
Money
Message
Media
Measurement
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Concept 2:
Mission Focusing on the advertising objectives
Informative advertising – providing customers with data about product’s nature & function – to give the ad more credibility
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5Ms of Advertising
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Concept 2:
Mission Focusing on the advertising objectives
Persuasive advertising
- appealing to consumer’s emotions & general sensibilities
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5Ms of Advertising
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Concept 2:
Mission Focusing on the advertising objectives
Reminder advertising
- brief messages to keep a product in mind
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5Ms of Advertising
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Concept 2:
Mission Focusing on the advertising objectives
Reinforcement advertising
- reminds consumers of a product’s continued existence and unique
benefits
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5Ms of Advertising
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Concept 2:
Money Factors to consider:
Setting an advertising budget Market share and consumer base Competition
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5Ms of Advertising
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Concept 2:
Message Factors to consider:
Message generation and evaluation Creative development and execution Legal and social issues
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5Ms of Advertising
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Concept 2:
Media Major media types:
Newspapers Yellow pages Television Newsletters Direct mail Brochures Radio Telephone Magazines Internet
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5Ms of Advertising
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Concept 2:
Measurement Sales impact of advertising
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5Ms of Advertising
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4 aspects of promotional mix (PEAS) Advertising Sales Promotions Events and Experiences Public relations
5Ms of Advertising Mission Money Message Media Measurement
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Summary
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TOP 10 Learning Concepts
Ch 18 Managing Mass Communications
Francis Benson C. HugoMarch 31, 2011
Powerful tools for the 21st century market
http://ph.linkedin.com/in/francisbensoncabehugo