Professional Documents
Culture Documents
Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations
Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations
20
Managing Mass
Communications:
Advertising, Sales
Promotions, Events
and Experiences, and
Public Relations
Informative
Persuasive
Reminder
Reinforcement
Billboards
Public spaces
Product placement
Point of Purchase
Copyright © 2016 Pearson Education Ltd. 20-18
Choosing Media
• Evaluating alternate media
– Need to demonstrate reach/effectiveness
• Selecting specific media vehicles
– Media planner must choose most cost-
effective vehicles and must estimate audience
size, composition, media cost, and cost per
thousand persons reached
Continuity
Concentrated
Flighting
Pulsing
Incentive
Conditions
size
Total sales
promotion Duration
budget
Distribution
Timing
vehicle
Lead time
Sell-in time
Sales/scanner data
Consumer surveys
Experiments
Launching Repositioning
new mature
products products
Building Building
corporate interest in
image product
Defending
Influencing
problem
target groups
products