chapter 18 managing mass communications v18
TRANSCRIPT
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CHAPTER 18:
MANAGING MASS COMMUNICATIONS
Lynie TumabiniSeptember 17, 2013
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Mass-communication tools• Advertising• Sales Promotions• Events and Experiences• Public Relations and Publicity
Summary
OUTLINE
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1. Advertising
2. Sales Promotions
3. Events and Experiences
4. Public Relations and Publicity
4 Mass-Communication Tools: ASEP
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5 Major Decisions (5Ms)
Mission MoneyMessage Media
Measurement
Concept #1 ADVERTISING
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Advertising objectives
• Informative• Persuasive• Reminder• Reinforcement
Mission
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Budget decisions:
•Product life cycle•Market share & consumer base•Competition and clutter•Advertising frequency•Product substitutability
Money
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• Message Strategy – positioning of an ad – What?
• Creative Strategy – how the ad expresses the brand claims?
Message
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Finding the most cost-effective mediaRIFE
• Reach – no. of different persons exposed to particular media schedule.
• Impact – qualitative value of exposure• Frequency – no. of times exposed to the
message• Exposure = reach x frequency
Media Selection
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• Communication effect- use advertising pretest research techniques
• Sales effect
Measurement: Did it work?
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Example of Advertising
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Incentive tools to stimulate quicker or greater purchase of a product (CTS)
• Consumer promotion – samples, coupons, cash refund offers, free trials
• Trade promotion – free goods, prices off• Sales force promotion – conventions, trade
shows, contest for sales reps
Concept # 2 SALES PROMOTIONS
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Example of Sales Promotions in Natasha
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Broadening and deepening a company or brand’s relationship with the target market•Choosing events•Designing sponsorship program•Measuring sponsorship activities
Supply-side Demand-side
Concept #3EVENTS AND EXPERIENCES
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Example of Event in Natasha
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Promoting or protecting a company’s image or product: (PPCLC)
• Press relations • Product publicity • Corporate communications • Lobbying• Counseling
Concept #4PUBLIC RELATIONS (PR)AND PUBLICITY
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Example of PR and Publicity
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1. Advertising - 5 Ms
2. Sales Promotions - CTS
3. Events and Experiences
4. Public Relations and Publicity-PPCLC
SUMMARY:4 Mass-Communication Tools:
ASEP
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CHAPTER 18:
MANAGING MASS COMMUNICATIONS
Lynie TumabiniSeptember 17, 2013