Ch18 managing mass communications hugo

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  • 1. Powerful tools for the 21st century market
    TOP 10 Learning Concepts Ch 18 Managing Mass Communications
    Francis Benson C. Hugo
    March 31, 2011
    http://ph.linkedin.com/in/francisbensoncabehugo

2. Outline: Managing Mass Communications
4 aspects of promotional mix (PEAS)
5Ms of Advertising
2
http://ph.linkedin.com/in/francisbensoncabehugo
3. Concept 1:

  • Public relations

- maintaining public image for the business
a. speaking at conferences
b. working with the media
c. employee communication
3
Mass Communications use 4 PEAS tools
http://ph.linkedin.com/in/francisbensoncabehugo
4. Concept 1:

  • Events and experiences

- becoming part of relevant
moments
4
Mass Communications use 4 PEAS tools
http://ph.linkedin.com/in/francisbensoncabehugo
5. Concept 1:

  • Advertising

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

  • products

6. ideas 7. services5
Mass Communications use 4 PEAS tools
http://ph.linkedin.com/in/francisbensoncabehugo
8. Concept 1:

  • Sales promotions

- providing incentives to customers
to stimulate immediate sales
Examples:

  • coupons

9. product samples 10. premiums 11. freebies 12. contests 13. rebates6
Mass Communications use 4 PEAS tools
http://ph.linkedin.com/in/francisbensoncabehugo
14. Concept 2:
7
5Ms of Advertising
Message
Money
Mission
Media
Measurement
http://ph.linkedin.com/in/francisbensoncabehugo
15. Concept 2:

  • Mission

16. Focusing on the advertising objectives 17. Informative advertising providing customers with data
about products nature & function
to give the ad more credibility
8
5Ms of Advertising
http://ph.linkedin.com/in/francisbensoncabehugo
18. Concept 2:

  • Mission

19. Focusing on the advertising objectives 20. Persuasive advertising - appealing to consumers
emotions & general
sensibilities
9
5Ms of Advertising
http://ph.linkedin.com/in/francisbensoncabehugo
21. Concept 2:

  • Mission

22. Focusing on the advertising objectives 23. Reminder advertising- brief messages to keep
a product in mind
10
5Ms of Advertising
http://ph.linkedin.com/in/francisbensoncabehugo
24. Concept 2:

  • Mission

25. Focusing on the advertising objectives 26. Reinforcement advertising- reminds consumers of a
products continued
existence and unique
benefits
11
5Ms of Advertising
http://ph.linkedin.com/in/francisbensoncabehugo
27. Concept 2:

  • Money

28. Factors to consider: 29. Setting an advertising budget 30. Market share and consumer base 31. Competition12
5Ms of Advertising
http://ph.linkedin.com/in/francisbensoncabehugo
32. Concept 2:

  • Message

33. Factors to consider: 34. Message generation and evaluation 35. Creative development and execution 36. Legal and social issues13
5Ms of Advertising
http://ph.linkedin.com/in/francisbensoncabehugo
37. Concept 2:

  • Media

38. Major media types: 39. NewspapersYellow pages 40. TelevisionNewsletters 41. Direct mailBrochures 42. RadioTelephone 43. MagazinesInternet14
5Ms of Advertising
http://ph.linkedin.com/in/francisbensoncabehugo
44. Concept 2:

  • Measurement

45. Sales impact of advertising15
5Ms of Advertising
http://ph.linkedin.com/in/francisbensoncabehugo
46.

  • 4 aspects of promotional mix (PEAS)

47. Advertising 48. Sales Promotions 49. Events and Experiences 50. Public relations 51. 5Ms of Advertising 52. Mission 53. Money 54. Message 55. Media 56. Measurement16
Summary
http://ph.linkedin.com/in/francisbensoncabehugo
57. Powerful tools for the 21st century market
TOP 10 Learning Concepts Ch 18 Managing Mass Communications
Francis Benson C. Hugo
March 31, 2011
http://ph.linkedin.com/in/francisbensoncabehugo