ch18 managing mass communications hugo

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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

http://ph.linkedin.com/in/francisbensoncabehugo

Outline: Managing Mass Communications

1. 4 aspects of promotional mix (PEAS)2. 5Ms of Advertising

2http://ph.linkedin.com/in/francisbensoncabehugo

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

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Concept 1:

Events and experiences- becoming part of relevant

moments

4

Mass Communications use 4 PEAS tools

http://ph.linkedin.com/in/francisbensoncabehugo

Concept 1:

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

products ideas services

5

Mass Communications use 4 PEAS tools

http://ph.linkedin.com/in/francisbensoncabehugo

Concept 1:

Sales promotions- providing incentives to customers

to stimulate immediate salesExamples:

coupons product samples premiums freebies contests rebates

6

Mass Communications use 4 PEAS tools

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Concept 2:

Mission

7

5Ms of Advertising

Money

Message

Media

Measurement

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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

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Concept 2:

Mission Focusing on the advertising objectives

Persuasive advertising

- appealing to consumer’s emotions & general sensibilities

9

5Ms of Advertising

http://ph.linkedin.com/in/francisbensoncabehugo

Concept 2:

Mission Focusing on the advertising objectives

Reminder advertising

- brief messages to keep a product in mind

10

5Ms of Advertising

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Concept 2:

Mission Focusing on the advertising objectives

Reinforcement advertising

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

benefits

11

5Ms of Advertising

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Concept 2:

Money Factors to consider:

Setting an advertising budget Market share and consumer base Competition

12

5Ms of Advertising

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Concept 2:

Message Factors to consider:

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

13

5Ms of Advertising

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Concept 2:

Media Major media types:

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

14

5Ms of Advertising

http://ph.linkedin.com/in/francisbensoncabehugo

Concept 2:

Measurement Sales impact of advertising

15

5Ms of Advertising

http://ph.linkedin.com/in/francisbensoncabehugo

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

5Ms of Advertising Mission Money Message Media Measurement

16

Summary

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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

http://ph.linkedin.com/in/francisbensoncabehugo

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