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CHAPTER 18:
MANAGING MASS
COMMUNICATIONS
Lynie Tumabini
September 17, 2013

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 Mass-communication tools
• Advertising
• Sales Promotions
• Events and Experiences
• Public Relations and Publicity
 Summary
OUTLINE

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1. Advertising
2. Sales Promotions
3. Events and Experiences
4. Public Relations and Publicity
4 Mass-Communication Tools:
ASEP

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5 Major Decisions (5Ms)
Mission Money
Message Media
Measurement
Concept #1
ADVERTISING

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Advertising objectives
• Informative
• Persuasive
• Reminder
• Reinforcement
Mission

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Budget decisions:
•Product life cycle
•Market share & consumer base
•Competition and clutter
•Advertising frequency
•Product substitutability
Money

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• Message Strategy – positioning of an
ad – What?
• Creative Strategy – how the ad
expresses the brand claims?
Message

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Finding the most cost-effective media
RIFE
• Reach – no. of different persons exposed to
particular media schedule.
• Impact – qualitative value of exposure
• Frequency – no. of times exposed to the
message
• Exposure = reach x frequency
Media Selection

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• Communication effect
- use advertising pretest research
techniques
• Sales effect
Measurement: Did it work?

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Example of Advertising

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Incentive tools to stimulate quicker or
greater purchase of a product (CTS)
• Consumer promotion – samples,
coupons, cash refund offers, free trials
• Trade promotion – free goods, prices off
• Sales force promotion – conventions,
trade shows, contest for sales reps
Concept # 2
SALES PROMOTIONS

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Example of Sales Promotions
in Natasha

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Broadening and deepening a company
or brand’s relationship with the target
market
•Choosing events
•Designing sponsorship program
•Measuring sponsorship activities
 Supply-side
 Demand-side
Concept #3
EVENTS AND EXPERIENCES

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Example of Event in
Natasha

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Promoting or protecting a company’s
image or product: (PPCLC)
• Press relations
• Product publicity
• Corporate communications
• Lobbying
• Counseling
Concept #4
PUBLIC RELATIONS (PR)
AND PUBLICITY

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Example of PR and
Publicity

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1. Advertising - 5 Ms
2. Sales Promotions - CTS
3. Events and Experiences
4. Public Relations and Publicity-PPCLC
SUMMARY:
4 Mass-Communication Tools:
ASEP

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CHAPTER 18:
MANAGING MASS
COMMUNICATIONS
Lynie Tumabini
September 17, 2013