Unit 15

Managing mass communication

 Unit 15
managing mass communication
• 5 Ms of advertising
• Sales promotion
• Events and experiences
• Marketing public relations
 Figure 18.1 The Five M’s of Advertising

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 5 Ms of advertising
• Mission –goals and objectives
• Money –
• Message –content
• Media – vehicle
• Measurement -impact
 Advertising Objectives(mission)

Informative Persuasive
advertising advertising

Reminder Reinforcement
advertising advertising

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 Factors to Consider in Setting an Advertising
Budget(Money)

Stage in the product life cycle

Market share and consumer
base
Competition and clutter

Advertising frequency

Product substitutability

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 Message
• Message generation and evaluation
• Creative development and execution
• Legal and social issues
 Media
• Newspapers • Outdoor
• Television • Yellow Pages
• Direct mail • Newsletters
• Radio • Brochures
• Magazines • Telephone
• Internet

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 Evaluating Advertising
Effectiveness(measurement)
• Communication-Effect Research
– Consumer feedback method
– Portfolio tests
– Laboratory tests
• Sales-Effect Research

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 Figure 18.4 Formula for Measuring Sales Impact
of Advertising

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 What is Sales Promotion?
Sales promotions consist of a collection of
incentive tools, mostly short term, designed to
stimulate quicker or greater purchase of
particular products or services by consumers
or the trade.

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 Sales promotion
• While advertising offers reason to buy sales
promotion offers incentive to buy.
• Sales promotion tools:
• Consumer promotion (samples,coupons,price
off)
• Trade promotion-advertising display , free
supply
 SALES PROMOTION TOOLS

Free samples

Contests

Premiums

Trade Shows
Popular
Tools
Vacation Giveaways
for
Consumer Coupons
Sales
Promotion
 Sales Promotion Tactics
Consumer-directed Trade-directed
• Samples • Price offs
• Coupons • Allowances
• Cash refund offers • Free goods
• Price offs
• Sales contests
• Premiums
• Prizes • Spiffs
• Patronage rewards • Trade shows
• Free trials • Specialty advertising
• Tie-in promotions
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 Public relations
• Functions:
• Press relations-presenting news and information
• Product publicity-sponsoring to publicize products
• Corporate communications-
• Lobbying- dealing with legislators and govt.
officials
• Counselling -advising
 Events and Experiences
• $14.9 billion spent on
sponsorship in 2007
– 66% sports
– 11% tours
– 5% festivals, fairs
– 5% arts
– 10% causes

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 Why Sponsor Events?
• To identify with a particular target market or life
style
• To increase brand awareness
• To create or reinforce consumer perceptions of
key brand image associations
• To enhance corporate image
• To create experiences and evoke feelings
• To express commitment to community
• To entertain key clients or reward employees
• To permit merchandising or promotional
opportunities

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 Public Relations Functions
• Press relations
• Product publicity
• Corporate communications
• Lobbying
• Counseling

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Major Tools in Marketing PR
• Publications
• Events
• Sponsorships
• News
• Speeches
• Public Service Activities
• Identity Media

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The promotional mix
 Push Strategy

A push strategy consists of directing the

promotional mix to channel members to
gain their cooperation in ordering and
stocking the product.
 Pull Strategy

A pull strategy consists of directing the

promotional mix at ultimate consumers to
encourage them to ask the retailer for a
product.