Chapter 18

6 ConceptsManaging Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

By: Abigail Fonte

What to Know about Advertising?5 M’s of AdvertisingAdvertising ObjectivesFactors to Consider in Setting

Advertising BudgetMedia SelectionUsing Sales PromotionsUsing Sponsored Event

I. 5 M’s of AdvertisingMission

◦Sales Goals

◦Advertising Objectives

Concept 1

I. 5 M’s of AdvertisingMoney

◦Stage in PLC (product life cycle)◦Market share & consumer base◦Competition & clutter ◦Advertising frequency◦Product substitutability

Concept 1

I. 5 M’s of AdvertisingMessage

◦Generation◦Evaluation and Selection◦Execution◦Social-Responsibility Review

Concept 1

I. 5 M’s of AdvertisingMedia

◦Reach, frequency, impact◦Media Types◦Specific media vehicles◦Media timing◦Geographical media allocation

Concept 1

I. 5 M’s of AdvertisingMeasurement: Impact

◦Communication “people starts talking about it” “the message is correctly transmitted”

◦Sales “increase in sales results”

volume value

Concept 1

Mission ◦Increase sales and profit◦Hit target budget set for the year◦Attract prospects ◦Inform about the product

Concept 1

Money ◦How much can we spend vs. profit◦Knowing target market (class A and

B) to align with the kind of branding in marketing the product

Concept 1

Message ◦What?◦When?◦Where?◦How?◦Why the product?◦Why the developer?

Concept 1

Media ◦Magazine Ads◦Billboards◦TV Ads◦News prints◦Local or Foreign◦Websites Social Networks

Concept 1

Measurement ◦Increase in sales◦Continuous inquiries◦Brand recall◦Growth◦Loyal clients

Concept 1

II. Advertising Objectives Informativ

e◦Objective

is to relay information to target audience.

Concept 2

II. Advertising Objectives Persuasive

◦Objective is to encourage audience

Concept 2

II. Advertising Objectives Reminder

◦Objective is to remind audience

Concept 2

II. Advertising Objectives Reinforcement

◦Objective is to prove and reassure audience that they made the right decision in purchasing your product

Concept 2

III. Factors to Consider in Setting an Advertising Budget

Stage in the product life cycleMarket share and consumer baseCompetition and clutterAdvertising frequencyProduct substitutability

Concept 3

Stage in the product life cycle◦Launch / Pre-selling◦Percentage sold◦Percentage complete◦Date of completion

Concept 3

Market share and consumer base◦Class A & B◦Discerning Affluent◦Local and Foreign

Concept 3

Competition and clutter◦Rockwell Land◦Shangri-La◦SM Prime

Concept 3

Advertising frequency◦Monthly news clips◦At least 6-months billboard contracts◦As frequent as possible in websites

and social media

Concept 3

Product substitutability◦High end residential properties have

less density in the industry as compared with the more affordable products

◦Lower density = higher production and profit

Concept 3

IV. Media SelectionReachFrequencyImpactExposure

Concept 4

Reach◦Local and International (Global)

Frequency◦As often as possible

Impact◦Attractive and convincing

Exposure◦Highest possible / worldwide

Concept 4

Major Media Types NewspapersTelevisionDirect mailRadioMagazines

OutdoorYellow PagesNewslettersBrochuresTelephoneInternet

Concept 4

Sales Promotion TacticsConsumer-

directed SamplesCouponsCash refund offersPrice offsPremiumsPrizesPatronage rewardsFree trialsTie-in promotions

Trade-directedPrice offsAllowancesFree goodsSales contestsSpiffsTrade showsSpecialty

advertising

Concept 4

Concept 4

V. Using Sales PromotionsEstablish objectivesSelect toolsDevelop programPretestImplement and controlEvaluate results

Concept 5

Establish objectives◦ Increase sales (which project)

Select tools◦Promo terms

Develop program◦Events / Invites

Pretest◦From historical data (preferred payment

option)Implement and controlEvaluate results

Concept 5

  Volume Value

AGE 3         14,190,700 

Anvaya Cove 0                          -   

Anvaya Shares 0                          -   

Garden Towers 17       334,118,000 

Serendra 0                          -   

Park Terraces 2         26,158,504 

Park Point Residences 0                          -   

22 374,467,204

Event Results

Concept 5

VI. Using Sponsored EventEstablish objectives

◦ Tap new clientChoose events

◦ Appropriate for the product◦ Study market attending◦ Check location and feasibility

Design programs◦ Appropriate with the event◦ Connected with the product

Measure effectiveness◦ Established client database◦ Increase in sales / inquiry◦ Good feedback

Concept 6

Concept 6

Summary:Mass Communication Marketing Concepts…

5 M’s of AdvertisingAdvertising ObjectivesFactors to Consider in Setting

Advertising BudgetMedia SelectionUsing Sales PromotionsUsing Sponsored Event

Chapter 18

6 ConceptsManaging Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

By: Abigail Fonte