CHAPTER 20 : Managing Mass Communications: Advertising,

Sales Promotions, Events and Experiences, and Public Relations

DAVID EDISSON (201960142)

SYANG ZAN (202060180)
TANDRI WIJAYA SATRIA (202060090)
DEVELOPING AND MANAGING AN ADVERTISING PROGRAM
SETTING THE ADVERTISING OBJECTIVES

INFORMATIVE REINFORCEMENT
01 ADVERTISING ADVERTISING 04

PERSUASIVE
02 ADVERTISING

REMINDER
03 ADVERTISING
DECIDING ON THE
ADVERTISING BUDGET

1.Stage in the product life cycle

2.Market share and costumer base
3.Conpetition and clutter
4.Advertising frequency
5.Product substitutability
ADVERTISING ELASTICITY
 DEVELOPING THE ADVERTISING CAMPAIGN

MESSAGE GENERATION AND EVALUATION Creative Development and execution

Television ads
Print ads
Radio ads

LEGAL AND SOCIAL ISSUES