1
Managing MASS & PERSONAL
Communications
Jason Anasarias
May Bonifacio
Aileen Viado
Ateneo Graduate School of Business
Communicating Value
http://aiviado.blogspot.com - http://maybonifacio.blog.com - http://jasonanasarias.blogspot.com
Outline:
Communicating Value
1. Role of Marketing Communications
2. Finding the Right Communications Mix
3. Selecting the Communications Channels
4. Mass Communications
5. Personal Communications
6. Integrated Marketing
Communications
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• The means by which firms
… about the products and brands they
sell
Marketing Communications is …
inform persuade remind
Why is marketing communications
important …?
Outline:
Communicating Value
1. Role of Marketing Communications
2. Finding the Right Communications Mix
3. Selecting the Communications Channels
4. Mass Communications
5. Personal Communications
6. Integrated Marketing
Communications
http://aiviado.blogspot.com
Eight Major Modes of Communication
Getting the right communications mix
is the key
Marketing Communication
Mix
Advertising
Sales Promotion
Events and Experiences
Public Relations
Direct Marketing
Interactive Marketing
Word-of-mouth
Personal selling
Mass Communication vs. Personal Communications
Choosing the right level of
interaction with customer
Personal selling
Sales promotion
Telemarketing
Blogs
Social Media
Advertising
Catalogs
Coupons
Email marketing
Public relations
In
te
ra
ctive
Pa
ssive
Outline:
Communicating Value
1. Role of Marketing Communications
2. Finding the Right Communications Mix
3. Selecting the Communications Channels
4. Mass Communications
5. Personal Communications
6. Integrated Marketing
Communications
http://aiviado.blogspot.com
8 Steps in Developing Effective Communications:
Mass vs Personal Communications?
Outline:
Mass & Personal Communications
1. Role of Marketing Communications
2. Finding the Right Communications Mix
3. Selecting the Communications Channels
4. Mass Communications
5. Personal Communications
6. Integrated Marketing
Communications
http://aiviado.blogspot.com
Outline:
Mass & Personal Communications
1. Advertising
2. Sales Promotions
3. Events and Experiences
4. Public Relations
5. Direct Marketing
6. Interactive Marketing
7. Word of Mouth
8. Personal Selling
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Any paid form of nonpersonal
presentation and promotion
– Ideas
– Goods
– Services
What is Advertising?
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Always Identify the target
market and buyer motives
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Step 1: Set Advertising
Objectives
Informative Persuasive
Reminder Reinforcement
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Stage in the product life cycle
Market Share and Consumer Base
Competition and Clutter
Advertising Frequency
Products Substitutability
Step 2: Establish a budget
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Message
Generation &
Evaluation
Creative
Development
Legal &
Social Issues
Step 3: Choose the message
and creative strategy
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• Broad Spectrum of Consumers
• Low cost per exposure
• Demonstrate product use
• Portray image and brand personality
Television Ads
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• Brief
• Clutter
• High Cost of Production
• High Cost of Placement
• Lack of attention by
viewers
Television Ads
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Print Ads
• Detailed Product
Information
• Communicate user &
usage imagery
• Flexibility
• Ability to segment
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Print Ads
• Passive medium
• Clutter
• Unable to demonstrate product use
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Radio Ads
• Pervasive medium
• Flexibility
• Inexpensive
• Quick response
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Radio Ads
• Lack of visual
images
• Passive nature of
the consumer
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Step 4: Decide on the media
Reach Frequency Impact
Total
Number of
Exposures
Weighted
Number of
Exposures
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Step 4: Decide on the media
Target
audience media
habits
Product
characteristics
Message
characteristics
Cost
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Share of Market
Share of Mind & Heart
Share of Voice
Share of Expenditures
Step 5: Evaluate
Communication & Sales Effects
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Outline:
Mass & Personal Communications
1. Advertising
2. Sales Promotions
3. Events and Experiences
4. Public Relations
5. Direct Marketing
6. Interactive Marketing
7. Word of Mouth
8. Personal Selling
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• Collection of Incentives Tools
• Short Term
• Designed to stimulate quicker or
greater purchase by consumer
What is Sales Promotions?
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Consumer
Promotion
Trade
Promotion
Business &
Sales
Promotion
Sales Promotion Tools
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Establish
Objectives
Select the
Tools
Develop
the
Program
Pretest
the
Program
Implement
& Control
Evaluate
the
Results
Using Sales Promotions
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Outline:
Mass & Personal Communications
1. Advertising
2. Sales Promotions
3. Events and Experiences
4. Public Relations
5. Direct Marketing
6. Interactive Marketing
7. Word of Mouth
8. Personal Selling
http://aiviado.blogspot.com - http://maybonifacio.blog.com - http://jasonanasarias.blogspot.com
• Means to become part
of special and
personal moments in
consumers’ lives
• Can broaden and
deepen relationship
Events and Experiences
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Establish Objectives
Choose
Events
Design
Programs
Measure
Effectiveness
Using Sponsored Events
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Outline:
Mass & Personal Communications
1. Advertising
2. Sales Promotions
3. Events and Experiences
4. Public Relations
5. Direct Marketing
6. Interactive Marketing
7. Word of Mouth
8. Personal Selling
http://aiviado.blogspot.com - http://maybonifacio.blog.com - http://jasonanasarias.blogspot.com
Variety of Programs
that promotes and
protects
• Company image
• Individual products
Public Relations
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Press Relations Product Publicity
Corporate
Communications
Lobbying Counseling
Functions
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Publications Events News
Speeches Public Service
Activities
Identity Media
Main Tools of PR
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Outline:
Mass & Personal Communications
1. Advertising
2. Sales Promotions
3. Events and Experiences
4. Public Relations
5. Direct Marketing
6. Interactive Marketing
7. Word of Mouth
8. Personal Selling
http://aiviado.blogspot.com - http://maybonifacio.blog.com - http://jasonanasarias.blogspot.com
Recruiting
Selecting
Training
Supervising
But first, MANPOWER!
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Supervising:
Managing productivity
1. Effective prospecting
– At LEAST 1o new, qualified prospects per day
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2. Motivating
– intrinsic vs. extrinsic rewards
3. Evaluating
– Sales reports, personal observation, customer
surveys, intergroup evaluation
Supervising:
Managing productivity
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Wider market reach
Demassification
Competition invisibility
Faster evaluation of marketing efforts
Outline:
Direct Marketing
Be in the right place, at the right time
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Direct Mail Catalog Marketing
Telemarketing
Direct Marketing
Channels
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• Advantages
– Build and tap online communities (thru websites,
search ads, display ads, email, and mobile
marketing
– Internet advertising placements
• Disadvantages
– Internet hacking
– Blocking
Interactive Marketing
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• used by consumers to talk about
brands, publications, TV shows,
events, etc
• Positive = organic with little
advertising
Good to know: Word of Mouth
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Social Media
• Online Communities and Forums
• Blogs Social Media
Word of mouth: How…
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Personal Selling: THE sales cycle
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Prospecting Pre-approach Presentation Objections Closing Follow up
Most companies use a mix of mass and personal
communications strategy to push their products an
services.
Why Integrated Marketing
Communications …. ?
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Why Integrated Marketing
Communications …. ?
Integrating marketing communications efforts to achieve
maximum effect
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Conclusion:
There are many mass communication tools to choose from especially in today’s environment.
Personalized marketing can have more impact.
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51
Managing MASS & PERSONAL
Communications
Jason Anasarias
May Bonifacio
Aileen Viado
Ateneo Graduate School of Business
Communicating Value
http://aiviado.blogspot.com - http://maybonifacio.blog.com - http://jasonanasarias.blogspot.com