18 Managing Mass Communications 1
18 Managing Mass Communications 1. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-2 Figure 18.1 The Five M’s of Advertising.
Dec 17, 2015
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18Managing
Mass Communications
1
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-2
Figure 18.1 The Five M’s of Advertising
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-3
Advertising Objectives
Informative
Persuasive
Reminder
Reinforcement
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-4
Television
Advantages Reaches broad
spectrum of consumers Low cost per exposure Ability to demonstrate
product use Ability to portray image
and brand personality
Disadvantages Brief Clutter High cost of production High cost of placement Lack of attention by
viewers
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-5
Print Ads
Advantages Detailed product
information Ability to communicate
user imagery Flexibility Ability to segment
Disadvantages Passive medium Clutter Unable to demonstrate
product use
Print Ad Components
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 18-6
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-8
Media Selection
• Reach
• Frequency
• Impact
• Exposure
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-9
Major Media Types
Newspapers Television Direct mail Radio Magazines
Outdoor Yellow Pages Newsletters Brochures Telephone Internet
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Place Advertising
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What is Sales Promotion?
Sales promotion consists 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.
Consumer-Directed Sales Promotion Tactics
Samples Coupons Cash refund offers Price offs
Premiums Prizes Patronage rewards Free trials Tie-in promotions
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-12
Trade-Directed Sales Promotion Tactics Price offs Allowances Free goods Sales contests
Spiffs Trade shows Specialty
advertising
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-13
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-14
Events and Experiences
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-15
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
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-16
Public Relations Functions
Press relations Product publicity Corporate communications Lobbying Counseling
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-17
Tasks Aided by Public Relations
Launching new products Repositioning a mature product Building interest in a product category Influencing specific target groups Defending products that have encountered
public problems Building the corporate image in a way that
reflects favorable on products
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-18
Major Tools in Marketing PR
Publications Events Sponsorships News Speeches Public Service Activities Identity Media
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