chapters 17, 18 and 19: managing mass and personal communications

1

Managing MASS & PERSONAL

Communications

Jason Anasarias

May Bonifacio

Aileen Viado

Ateneo Graduate School of Business

Communicating Value

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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

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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

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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

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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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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

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• 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

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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

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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