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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.
20
Managing Mass CommunicationsUnderstanding their use in today’s environment
Bea PachecoAteneo Graduate School of Business
December 2009
Top 10 Concepts
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