Managing Mass Communication Advertising Sales Promo Events Exp PR

Chapter
18
Managing Mass
Communications:
Advertising, Sales
Promotions, Events
and Experiences, and
Public Relations
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THE TRADITIONAL AND THE NEW MEDIA
Traditional Media New Age Media
– Print •Internet and related platforms
– Newspapers – Social network sites
– Email
– Magazine
– Blogs
– Trade journals
– Mobile internet
– Direct mail – Mobile TV
•Audio/visual/audio-visual – Podcasts
– Radio – Company websites/Webcasts
– TV – In-store TV
– Film •WOM/Stimulated buzz
– Cassettes – audio & video •In-program brand placements
•Outdoors
•Trade fairs
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WHAT IS ATL, BTL & TTL
• ATL : ABOVE-THE-LINE MARKETING – WIDESPREAD BRAND-BUILDING
ADVERTISING
• BTL : BELOW-THE-LINE MARKETING – HIGHLY TARGETED DIRECT
MARKETING FOCUSED ON CONVERSIONS
• TTL : THROUGH-THE-LINE MARKETING- INTEGRATED ATL AND BTL
MARKETING CAMPAIGNS

WHAT IS ADVERTISING?
• Advertising is any paid form of
– nonpersonal presentation and
promotion of
• ideas,
• goods,
• or services
– by an identified sponsor.

HOW ADVERTISING WORKS?
• Through persuasion and attitude conversion
• Endorser and Message – the two factors in an

ad that help audience persuasion

Developing and Managing
an Advertising Program

Developing and Managing
an Advertising Program
•Setting the advertising objectives
•Deciding on the advertising budget
•Developing the advertising campaign
•Choosing media
•Evaluating advertising
effectiveness

1. MISSION: DECIDING THE ADVERTISING
OBJECTIVES
An advertising
objective is a
specific
communication
task to be
accomplished with
a specific target
audience during a
specific time.

Setting Advertising Objectives

Setting the
Advertising Objectives
Informative
Persuasive
Reminder
Reinforcement

2. Money - Deciding on the
Advertising Budget

Deciding on the Advertising
Budget
• Advertising elasticity

3. Message- Developing the
Advertising Campaign
• Message generation and
evaluation
– Positioning of an ad—what
it attempts to convey about
the brand
– Creative brief
– Open
sourcing/crowdsourcing

4. Media- Developing the
Advertising Campaign
• Creative development and execution
– Advertising medium (television, print, and
radio advertising media)

TELEVISION
Advantages Disadvantages
• Reaches broad spectrum of • Passive Media
consumers • Brief
• Low cost per exposure • Clutter
• Ability to demonstrate • High cost of production
product use • High cost of placement
• Ability to portray image and • Lack of attention by viewers
brand personality

PRINT ADS
Advantages Disadvantages
• Detailed product • Clutter
information • Unable to demonstrate
• Ability to product use
communicate user
imagery
• Active media
• Flexibility
• Ability to segment

Radio ads

PLACE ADVERTISING
• Billboards
• Public spaces
• Product placement
• Point-of-purchase
Choosing Media
• Place advertising options
Billboards
Public spaces
Product placement
Point of Purchase
Developing the Advertising
Campaign
• Television ads
 Vividly demonstrates product attributes
 Persuasively explains consumer benefits
 Portrays usage imagery/brand
personality
 Product/brand can be overlooked
 Creates clutter
 Easy to ignore or forget ads
Campaign
• Print ads
 Provide detailed product information
 Flexibility in design and placement
 Can be fairly passive
 Newspapers popular for local ads
 In steady decline
 Poor reproduction quality
 Short shelf life
Campaign
• Print ad evaluation criteria
– Is the message clear at a glance?
– Is the benefit in the headline?
– Does the illustration support the headline?
– Does the first line of the copy support or
explain the headline and illustration?
– Is the ad easy to read and follow?
– Is the product easily identified?
– Is the brand or sponsor clearly identified?
Campaign
• Radio ads
 Occurs in the car and out of home
 Main advantage is flexibility
 Ads are relatively inexpensive
 Can be schedule to air quickly
 Effective when run in morning
 Can be extremely creative
 Can tap into the listener’s imagination
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

Reach DIAGRAM
Frequency
Media Selection
Impact
Exposure

Choosing Media
• Reach, frequency, and impact

Choosing Media
• Selecting media timing and allocation
---------------------MACROSCHEDULING----------------------
MICROSCHEDULING

Choosing Media
• Selecting media timing and allocation
Continuity
Concentrated
Flighting
Pulsing

Campaign
• Legal and social issues
– Advertisers must not make false claims
– Must not use false demonstrations
– Must not create ads with the capacity to
deceive
– Must avoid bait-and-switch advertising

5. Measurement- Evaluating
Advertising Effectiveness
• Communication-effect research
– In-home tests, trailer tests,
theater tests, on-air tests
• Sales-effect research
– Historical approach
– Experimental data

SALES PROMOTION

DIFFERENCE
Sweepstakes Contest
• Game of Chance / Luck • Game of Skill
• Purpose- Awareness/ • Purpose-Engage the customer
Demonstration • Connecting & building deeper
• Easy to enter relationship wt customer
• No Need to Buy the Product • Create a piece of content.i.e.
• Leads and Database generation Photo, Essay, Poem, Slogan or
by collecting personal info. ans to Que.
• Judging Process- Random • Judging process is fair.
• Venue Marketing /Time Shares

WRAPUP…!
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QUIZ…???
• Google My Business offer posts
• Free samples
• Buy one, get one free deals
• Cashback promotions
• Lifestyle discounts
• Flash sales and discounts
• Vouchers and coupons
• Fairtrade, made in the USA, and cause-related promotions
• Free shipping and returns
• Loyalty program promotions
• Joint promotions
• Social media contests or giveaways
• Shopping sprees
• Branded gifts or bundles
• Referral discounts

Events and Experiences
• Events objectives
1. To identify with a target market or lifestyle
2. To increase salience of company/product name
3. To create/reinforce key brand image associations
4. To enhance corporate image
5. To create experiences and evoke feelings
6. To express commitment to the community or on
social issues
7. To entertain key clients or reward employees
8. To permit merchandising/promotional opportunities

• Major sponsorship
decisions
– Choosing events
– Designing sponsorship
programs
– Measuring sponsorship
activities

Measuring
Sponsorship Programs
• Measure outcomes, not • Measure results of emotional
outputs connections
• Define/benchmark objectives • Identify group norms
on front end • Include cost savings in ROI
• Measure return for each calculations
objective • Slice the data
• Measure behavior • Capture normative data
• Apply assumptions/ratios
used by other departments

• Creating experiences
– Experiential marketing

Regiocentric approach in Muslim
countries.
65
66
67
Public Relations
Public relations involves building good relations with the company’s various publics
by obtaining favorable publicity, building up a good corporate image, and handling
or heading off unfavorable rumors, stories, and events.
Public Relations
•Press relations or press agency involves the creation and placing of newsworthy
information to attract attention to a person, product, or service.
•Product publicity involves publicizing specific products.
•Public affairs involves building and maintaining national or local community relations.
Public Relations
•Lobbying involves building and maintaining relations with legislators and
government officials to influence legislation and regulation.
Investor relations involves maintaining relationships with shareholders and

others in the financial community.
Development involves public relations with donors or members of nonprofit

organizations to gain financial or volunteer support.
Public Relations
The Role and Impact of PR
•Lower cost than advertising
•Stronger impact on public awareness than advertising
•Has power to engage consumers and make them part of the brand story
Public Relations
Major Public Relations Tools

Managing Mass Communication Advertising Sales Promo Events Exp PR

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• Through persuasion and attitude conversion

• Endorser and Message – the two factors in an

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Investor relations involves maintaining relationships with shareholders and

Development involves public relations with donors or members of nonprofit

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