Chapter 18 & 19 aileen viado

1

Managing MASS & PERSONAL Communications

Aileen ViadoAteneo Graduate School of Business

Communicating Value

http://aiviado.blogspot.com

Outline:

Mass & Personal Communications

1. Advertising2. Sales Promotions3. Events and Experiences4. Public Relations5. Direct Marketing6. Interactive Marketing7. Word of Mouth 8. Personal Selling


Any paid form of nonpersonal presentation and promotion

– Ideas– Goods– Services

What is Advertising?


Always Identify the target market and buyer motives


Step 1: Set Advertising Objectives

Informative Persuasive

Reminder Reinforcement


Stage in the product life cycle

Market Share and Consumer Base

Competition and Clutter

Advertising Frequency

Products Substitutability

Step 2: Establish a budget


Message Generation &

Evaluation

Creative Development

Legal & Social Issues

Step 3: Choose the message and creative strategy


• Broad Spectrum of Consumers• Low cost per exposure• Demonstrate product use• Portray image and brand personality

Television Ads


• Brief• Clutter• High Cost of Production• High Cost of Placement• Lack of attention by

viewers

Television Ads


Print Ads

• Detailed Product Information

• Communicate user & usage imagery

• Flexibility

• Ability to segment


Print Ads

• Passive medium• Clutter• Unable to demonstrate product use


Radio Ads

• Pervasive medium• Flexibility• Inexpensive• Quick response


Radio Ads

• Lack of visual images

• Passive nature of the consumer


Step 4: Decide on the media

Reach Frequency Impact

Total Number of Exposures

Weighted Number of Exposures


Step 4: Decide on the media

Target audience media habits

Product characteristics

Message characteristics Cost


Share of Market

Share of Mind & Heart

Share of Voice

Share of Expenditures

Step 5: Evaluate Communication & Sales Effects


Outline:




• Collection of Incentives Tools

• Short Term

• Designed to stimulate quicker or greater purchase by consumer

What is Sales Promotions?


Consumer Promotion

Trade Promotion

Business & Sales

Promotion

Sales Promotion Tools


Establish Objectives

Select the Tools

Develop the

Program

Pretest the Program

Implement & Control

Evaluate the Results

Using Sales Promotions


Outline:




• Means to become part of special and personal moments in consumers’ lives

• Can broaden and deepen relationship

Events and Experiences


Establish Objectives Choose Events Design Programs

Measure Effectiveness

Using Sponsored Events


Outline:




Variety of Programs that promotes and protects

• Company image• Individual products

Public Relations


Press Relations Product Publicity Corporate Communications

Lobbying Counseling

Functions


Publications Events News

Speeches Public Service Activities

Identity Media

Main Tools of PR


Outline:




• Use of consumer direct channels to reach and deliver goods & services

• Do not use market middlemen

• Interactive marketing system

Direct Marketing


Objectives Target Markets Offers

PricesTesting and Establishing Measures

Planning Direct Marketing Campaigns


Direct Marketing

Face-to-face Selling

Direct Mail

Catalog Marketing

Telemarketing

Interactive TV

Kiosks

Websites

Mobile Devices

Major Channels


Outline:




• Tailored messages possible• Easy to track responsiveness• Contextual ad placement possible• Search engine advertising possible• Subject to click fraud• Consumers develop selective attention

Interactive Marketing


Outline:




• Find ways to engage customers

• Customers will choose to talk with others about the products, services, brands

Word of Mouth Marketing


Word of Mouth Marketing is Empowered by Social Networks


Forms of Word of Mouth Marketing


Outline:




Objectives Strategy Structure Size Compensation

Designing a Sales Force


Sales Representatives

Deliverer Order Taker Missionary

Technician Demand Creator

Solution Vendor


• Prospecting• Targeting• Communicating• Selling• Servicing• Information Gathering• Allocating

Sales Tasks


Recruitment & Selection Training Supervision Motivation Evaluation

Managing the Sales Force



My Conclusion:

There are many mass communication tools to choose from especially in today’s environment.

Personalize marketing can have more impact.


45

Managing MASS & PERSONAL Communications

Aileen ViadoAteneo Graduate School of Business

Communicating Value

ph.linkedin.com/in/aileenviadohttp://aiviado.blogspot.com

http://ph.linkedin.com/in/aileenviado

Chapter 18 & 19 aileen viado

Marketing

sales promotions3

personal sellinghttp

mass personal communications1

public relations5

direct marketing6

interactive marketing7

word of mouth8

product usehttp