Ch18 Managing Mass Communications: A Visual Model
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1
Managing Mass CommunicationsUnderstanding their use in today’s environment
Bea PachecoAteneo Graduate School of Business
December 2009
Top 10 Concepts (Visual Edition)
Outline: Managing Mass Communications…
1. 4 tools (SPREAd)2. 5Ms of Advertising3. “the BIG idea”4. Using alternatives?5. Media timing
Outline: Managing Mass Communications…
6. Benefits (who?)7. Manage events (why?)8. Customer experience9. Role of MPR10. Evaluate effectiveness (how?)
Managing Mass Communications…
Managing Mass Communications…
Utilizes 4 SPREAd tools.
Managing Mass Communications…
Utilizes 4 SPREAd tools.
Sales Promotio
n
Managing Mass Communications…
Utilizes 4 SPREAd tools.
Sales Promotio
n
PublicRelations
Managing Mass Communications…
Utilizes 4 SPREAd tools.
Sales Promotio
n
PublicRelations
Events &Experienc
es
Managing Mass Communications…
Utilizes 4 SPREAd tools.
Sales Promotio
n
PublicRelations
Events &Experienc
es
Advertising
Managing Mass Communications…
Develop 5M’s of Advertising
Sales Promotio
n
PublicRelations
Events &Experienc
es
Advertising
5
Managing Mass Communications…
Develop 5M’s of Advertising
Sales Promotio
n
PublicRelations
Events &Experienc
es
Advertising
5
Mission
Managing Mass Communications…
Develop 5M’s of Advertising
Sales Promotio
n
PublicRelations
Events &Experienc
es
Advertising
5
Mission
Money
Managing Mass Communications…
Develop 5M’s of Advertising
Sales Promotio
n
PublicRelations
Events &Experienc
es
Advertising
5
Mission
Money
Message
Managing Mass Communications…
Develop 5M’s of Advertising
Sales Promotio
n
PublicRelations
Events &Experienc
es
Advertising
5
Mission
Money
Message
Media
Managing Mass Communications…
Develop 5M’s of Advertising
Sales Promotio
n
PublicRelations
Events &Experienc
es
Advertising
5
Mission
Money
Message
Media Measureme
nt
Managing Mass Communications…
Always seek the “BIG” idea
Sales Promotio
n
PublicRelations
Events &Experienc
es
Advertising
5
Mission
Money
Message
Media Measureme
nt
IDEA
Managing Mass Communications…Alternative advertising options may
also work.
Sales Promotio
n
PublicRelations
Events &Experienc
es
Advertising
5
Mission
Money
Message
Media Measureme
nt
IDEA
“Alter”-native
Managing Mass Communications… Select appropriate Media Timing.
Sales Promotio
n
PublicRelations
Events &Experienc
es
Advertising
5
Mission
Money
Message
Media Measureme
nt
IDEA
“Alter”-native
Timing
Managing Mass Communications…Sales promotion tools provide benefits to everyone.
Sales Promotio
n
PublicRelations
Events &Experienc
es
Advertising
5
Mission
Money
Message
Media Measureme
nt
IDEA
“Alter”-native
Timing
Everyone
Managing Mass Communications…
Manage events properly.
Sales Promotio
n
PublicRelations
Events &Experienc
es
Advertising
5
Mission
Money
Message
Media Measureme
nt
IDEA
“Alter”-native
Timing
Everyone
Deepens Relationship
Managing Mass Communications… Create experience for Customers.
Sales Promotio
n
PublicRelations
Events &Experienc
es
Advertising
5
Mission
Money
Message
Media Measureme
nt
IDEA
“Alter”-native
Timing
Everyone
Deepens Relationship
Unique Experiences
Managing Mass Communications… Support marketing department with Marketing Public Relations.
Sales Promotio
n
PublicRelations
Events &Experienc
es
Advertising
5
Mission
Money
Message
Media Measureme
nt
IDEA
“Alter”-native
Timing
Everyone
Deepens Relationship
Unique Experiences
Builds credibilit
y
Managing Mass Communications… Evaluate Advertising Effectiveness adds up 4
shares.
Sales Promotio
n
PublicRelations
Events &Experienc
es
Advertising
5
Mission
Money
Message
Media Measureme
nt
IDEA
“Alter”-native
Timing
Everyone
Deepens Relationship
Unique Experiences
Builds credibilit
y
Voice Mind & Heart
MarketExpenses
Summary: Managing Mass Communications…
1. 4 tools (SPREAd)2. Develop 5Ms of Advertising3. Always seek “the BIG idea”4. Using alternatives can work5. Select proper timing
Summary: Managing Mass Communications…
6. Sales promotions tools benefit everyone7. Manage events properly8. Creates customer experience9. MPR supports marketing department10. Evaluate effectiveness through 4 shares
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Managing Mass CommunicationsUnderstanding their use in today’s environment
Bea PachecoAteneo Graduate School of Business
December 2009
Top 10 Concepts (Visual Edition)
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