Ch18 - Managing Mass Communication

TOP 10 Learning TOP 10 Learning ConceptsConcepts

MANAGING MASS MANAGING MASS COMMUNICATION COMMUNICATION

CHAPTER 18CHAPTER 18

By: Theresia Situmorang

September September 20112011www.tualitorphory.blogspot.comwww.tualitorphory.blogspot.com

CONCEPT OUTLINECONCEPT OUTLINE

1. Using 5Ms in Developing & Advertising Program

2. Setting the GOAL!3. SCAMP Factors That Affecting Budget

Decision4. Developing the Advertising Campaign5. The 3-Key Print Ad Component

www.tualitorphory.blogspot.comwww.tualitorphory.blogspot.com

CONCEPT OUTLINECONCEPT OUTLINE


6. Choosing Major Media Types7. Evaluate Advertising Effectiveness include

4 Shares8. Utilizing Sales Promotion9. Manage Events Properly10. Support Marketing Public Relation

CONCEPT ICONCEPT I

MISSIONMISSION


Using 5Ms in Developing & Advertising Program

CONCEPT ICONCEPT I

MISSIONMISSION MONEYMONEY



CONCEPT ICONCEPT I

MISSIONMISSION MONEYMONEY MESSAGEMESSAGE



CONCEPT ICONCEPT I


MEDIAMEDIAwww.tualitorphory.blogspot.comwww.tualitorphory.blogspot.com


CONCEPT ICONCEPT I


MEDIAMEDIA MEASUREMEMEASUREMENTNT



“ To create value and make a difference!”

In 2009, approx. $2.44 Billion spent for advertising expenses

included in selling, administrative and general expenses.•“Coke Adds Life!”

• “ Have a Coke and Smile!”• “Open Happiness!”


EXAMPLE IEXAMPLE I

•Digital Advertising:

•Television•Infomercials

•Radio•Online

• Physical Advertising:

•Press•Billboard•Mobile

Billboard•In-Store

Advertising•Street

AdvertisingIn 2010, Coke sees “phenomenal” result from Twitter ads. It saw 86 million “impressions” or views of

the ads in 24 hours.


EXAMPLE IEXAMPLE I

• CONNECT WITH CUSTOMERSCONNECT WITH CUSTOMERS


CONCEPT CONCEPT IIII

Set the GOAL!

• CONNECT WITH CUSTOMERSCONNECT WITH CUSTOMERS • DIFFERENTIATE BRAND FROM DIFFERENTIATE BRAND FROM COMPETITORSCOMPETITORS



Set the GOAL!




Set the GOAL!

•BROAD & FLEXIBLEBROAD & FLEXIBLE




Set the GOAL!

•BROAD & FLEXIBLEBROAD & FLEXIBLE•COMMUNICATES TO MEDIA, MARKET COMMUNICATES TO MEDIA, MARKET

IN SPECIFIC PERIOD OF TIMEIN SPECIFIC PERIOD OF TIME

““In 2010, In 2010, Coca-ColaCoca-Cola sent a team sent a team of Happiness Ambassadors of Happiness Ambassadors

around the world to visit 206 around the world to visit 206 countries in 365 days to find out countries in 365 days to find out

what makes people happy.” what makes people happy.”

““The product differentiation is communicated The product differentiation is communicated to the market by symbols, written and to the market by symbols, written and audiovisual media, atmosphere of the audiovisual media, atmosphere of the

physical place, and events organized or physical place, and events organized or sponsored to make it more appealing than its sponsored to make it more appealing than its

competitors.”competitors.”www.tualitorphory.blogspot.comwww.tualitorphory.blogspot.com

EXAMPLE EXAMPLE IIII


““Coca-ColaCoca-Cola Enterprises' extensive Enterprises' extensive brand portfolio includes the most brand portfolio includes the most

popular beverage brands in the world, popular beverage brands in the world, as well as exciting new innovations as well as exciting new innovations

introduced regularly.”introduced regularly.”

Coca-ColaCoca-Cola goes bigger by goes bigger by communicating its brand through social communicating its brand through social media. The strategy is about long-term media. The strategy is about long-term sustainable engagement, developing sustainable engagement, developing

advocacy and encouraging brand advocacy and encouraging brand loyalty.loyalty.

EXAMPLE EXAMPLE IIII


SCAMP Factors That Affecting Budget Decision

CONCEPT CONCEPT IIIIII

STEPSSTEPS::1. MESSAGE GENERATION AND 1. MESSAGE GENERATION AND

EVALUATIONEVALUATION

2. CREATIVE DEVELOPMENT 2. CREATIVE DEVELOPMENT AND EXECUTIONAND EXECUTION

3. SOCIAL-RESPONSIBILITY 3. SOCIAL-RESPONSIBILITY REVIEWREVIEW


CONCEPT CONCEPT IVIV

Developing the Advertising Campaign

Coca Cola advertising history demonstrates how the marketing science has been developing over time. Below there is a visual

into the company print advertising:189189

0 0 1921929 9


EXAMPLE EXAMPLE IVIV

19519500

1971976 6

19919933



20022002““The Coke Side of Life” The Coke Side of Life” ““RecycleRecycle””

"Summer as it should be" "Summer as it should be"



• PICTURE - PICTURE - It must be strong enough to draw attention.

• HEADLINEHEADLINE – It must reinforce the

picture and lead the person to read

the copy.• COPY COPY – It must engaging and the

brand’s name sufficiently prominent.


CONCEPT & EXAMPLE CONCEPT & EXAMPLE VV

The 3-Key Print Ad Component

TARGET AUDIENCE MEDIA HABITS


CONCEPT CONCEPT VIVI

Choosing Major Media Types





PRODUCT & MESSAGE CHARACTERISTICS


PRODUCT & MESSAGE CHARACTERISTICS

COST




Coca-ColaCoca-Cola ZeroZero

TARGET AUDIENCE• health-conscious male segment age of 18-34 year

olds (young adults) PRODUCT & MESSAGE CHARACTERISTICS• Has even been nicknamed "Bloke Coke“

• Coca-Cola logo in red with white trim on a black background, with the word "zero" underneath in

lower case in the geometric typeface Avenir• Message : “Real Coke Taste, Zero Calories”.

COST• The Coca-Cola Zero campaign used

super-expanding banners within Windows Live Messenger to deliver its Avatar-themed ads which is cheaper

than TV advertising and reached more to a target audience.


EXAMPLE EXAMPLE VIVI

Share of Share of ExpendituresExpenditures


CONCEPT CONCEPT VIIVII

Evaluate Advertising Effectiveness include 4 Shares


Share of VoiceShare of Voice






Share of Share of Mind & HeartMind & Heart






Share of Share of Mind & HeartMind & Heart

Share of Market Share of Market




•In 2009, advertising age estimated global measured advertising expenditure of

$2.44bn.

• It owns four of the world's five best-selling soft drinks.

•Its principal brand is of course Coca Cola itself, the world's best-known and most

valuable brand.

•Controlling more than half the global market in carbonated soft drinks as well as a

substantial chunk of the non-carbonated segment.


EXAMPLE EXAMPLE VIIVII

Tools of Sales Tools of Sales Promotion:Promotion:Consumer Consumer

PromotionPromotion


CONCEPT CONCEPT VIIIVIII

Utilizing Sales Promotion


PromotionPromotion Trade Trade PromotionPromotion





PromotionPromotion Trade Trade PromotionPromotion

Business & Sales Business & Sales PromotionPromotion

These tools can benefit: These tools can benefit: Marketers, Manufacturers, Consumers, Marketers, Manufacturers, Consumers, RetailersRetailerswww.tualitorphory.blogspot.comwww.tualitorphory.blogspot.com



Sales Promotion of Coca ColaSales Promotion of Coca Cola

Tie-In Tie-In PromotionPromotion

PrizesPrizes

Tradeshow & Tradeshow &

ConventionConvention


EXAMPLE EXAMPLE VIIIVIII

Events are able to extend the relationship of:

SPONSORSPONSORSS


CONCEPT CONCEPT IXIX

Manage Events Properly

Events are able to extend the relationship of:

SPONSORSPONSORSS

TARGET MARKETTARGET MARKET


CONCEPT CONCEPT IXIX

Manage Events Properly

ISC TOUR 2010 LAUNCHEDISC TOUR 2010 LAUNCHED

On March 31st, 2010, the ISC Opening (Indonesian

Surfing Championship Season Launch 2010). This

event would be the landmark of Coca Cola’s

support towards surfing in Indonesia. ISC is signing a 3 year contract with Coca

Cola for the very first time.Coca Cola will support all events held by ISC, whether

it’s a surfing competition or any other event. Coca Cola will give away surfboards to any brand surf company

that supports the ISC in 2010.www.tualitorphory.blogspot.comwww.tualitorphory.blogspot.com

EXAMPLE EXAMPLE IXIX

Increase Product Increase Product Awareness & Awareness &

CredibilityCredibility


CONCEPT XCONCEPT XSupport Marketing Public Relation



Boost-Up SalesBoost-Up Sales





Boost-Up SalesBoost-Up Sales

Cut Promotion Cut Promotion CostCost



A Successful Public Relation Campaign• Coke is ranked #2 overall on Facebook

for the number of fans that they have.

• Coca-Cola's page on Facebook, which currently has 25.2 million “likes”.

•The real-life result came in mid-March 2011, when annual sales showed Diet Coke overtook Pepsi for the first time,

taking Pepsi’s No.2 spot:

2010 Cola sales:Coca-Cola: 1.6 billion casesDiet Coke: 927 million cases

Pepsi: 892 million caseswww.tualitorphory.blogspot.comwww.tualitorphory.blogspot.com

EXAMPLE XEXAMPLE X

SUMMARYSUMMARY

1. Using 5Ms in Developing & Advertising Program:• Mission, Money, Message, Media,

Measurement,

2. Setting the GOAL!• Connect with Customer• Differentiate brand with Competitors -

Broad & Flexible• Communicate to Media

SUMMARYSUMMARY

3. SCAMP factors affecting budget decision:• Stage of Product life cycle, Competition &

Clutter, Advertising Frequency, Market Share & Consumer Base, Product Substitutability

4. Developing the Advertising Campaign 3 Important Steps of developing

5. The 3-Key Print Ad Component : Picture, Headline, Copy

SUMMARYSUMMARY

6. Choosing Major Media Types:• Media type selection depends on target

audience media habits, product & message characteristics and cost

7. Evaluate Advertising Effectiveness include 4 Shares• Share of Expenditures• Share of Voice• Share of Mind & Heart• Share of Market

SUMMARYSUMMARY

8. Utilizing Sales Promotion• 3 tools in sales promotion that can

benefit: Marketers, Manufacturers, Consumers, Retailers

9. Manage Event Properly• Events are able to extend the

relationship of Sponsor and Target Market

10. Support Marketing Public Relation• It can increase product awareness &

credibility, boost sales and cut promotion costs

TOP 10 Learning TOP 10 Learning ConceptsConcepts

MANAGING MASS MANAGING MASS COMMUNICATION COMMUNICATION

CHAPTER 18CHAPTER 18

By: Theresia Situmorang

September September 20112011www.tualitorphory.blogspot.comwww.tualitorphory.blogspot.com