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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

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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

3

Mass Communications use 4 PEAS tools




Concept 1:

Events and experiences- becoming part of relevant

moments

4





Concept 1:

Advertising- persuading an audience to purchase or take some action on:

products ideas services

5





Concept 1:

Sales promotions- providing incentives to customers

to stimulate immediate salesExamples:

coupons product samples premiums freebies contests rebates

6





Concept 2:

Mission

7

5Ms of Advertising

Money

Message

Media

Measurement




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

8

5Ms of Advertising




Concept 2:


Persuasive advertising

- appealing to consumer’s emotions & general sensibilities

9

5Ms of Advertising




Concept 2:


Reminder advertising

- brief messages to keep a product in mind

10

5Ms of Advertising




Concept 2:


Reinforcement advertising

- reminds consumers of a product’s continued existence and unique

benefits

11

5Ms of Advertising




Concept 2:

Money Factors to consider:

Setting an advertising budget Market share and consumer base Competition

12

5Ms of Advertising




Concept 2:

Message Factors to consider:

Message generation and evaluation Creative development and execution Legal and social issues

13

5Ms of Advertising




Concept 2:

Media Major media types:

Newspapers Yellow pages Television Newsletters Direct mail Brochures Radio Telephone Magazines Internet

14

5Ms of Advertising




Concept 2:

Measurement Sales impact of advertising

15

5Ms of Advertising




4 aspects of promotional mix (PEAS) Advertising Sales Promotions Events and Experiences Public relations

5Ms of Advertising Mission Money Message Media Measurement

16

Summary




TOP 10 Learning Concepts

Ch 18 Managing Mass Communications

Francis Benson C. HugoMarch 31, 2011

Powerful tools for the 21st century market


