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Chapter 18 report

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May Bonifacio
May Bonifacio
Marketing
1 de 16
HYPERMARKETING class 1 Prof. Bong De Ungria Ateneo Graduate School of Business
Chapter 18: Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations COMMUNICATING VALUE May Bonifacio Ateneo Graduate School of Business
Outline: Managing mass communications… 1. Developing an advertising campaign (who?) 2. 5Ms of Advertising (why?) 3. Marketing tools 4. Proper timing (how?)
Outline: Developing an advertising campaign • 5 major decisions
5Ms of Advertising 1. Mission – Purpose/objective behind advertising
5Ms of advertising 2. Money – Advertising budget
5Ms of Advertising 3. Message Written words Slogans Celebrities
5Ms of Advertising 4. Media - TV - Newspaper - Internet - Radio
5Ms of Advertising • Measure – Effectiveness of the campaign
Outline: Developing an advertising campaign Message generation and evaluation Creative development and execution
Marketing tools: 1. Sales promotion - tactics Consumer Directed vs. Trade Directed Samples Price offs Coupons Free goods Patronage rewards Sales contests Free trials Trade shows
Marketing tools: 2. Public relations - tasks New product launch Repositioning matured products Influencing specific target groups DEFEND products=problems Building the corporate image Rebuild interest in products
21st Century Marketing Concept 3: Every employee is a marketer! 1. Marketing 2. Finance 3. Operations 4. HR Including: – Delivery personnel – Security guards – Secretaries – Collectors – Messenger
Summary: Managing mass communications is… 1. Creation and implementation of advertising (why?) 2. Understand the 5Ms of advertising 3. Effective use of different marketing tools 4. Knowing the perfect timing for use of each tool
My Conclusion: Managing mass communications A successful campaign is: Well designed Perfectly timed And Well-implemented
Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations COMMUNICATING VALUE May Bonifacio Ateneo Graduate School of Business

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Chapter 18 report

  • 1. HYPERMARKETING class 1 Prof. Bong De Ungria Ateneo Graduate School of Business
  • 2. Chapter 18: Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations COMMUNICATING VALUE May Bonifacio Ateneo Graduate School of Business
  • 3. Outline: Managing mass communications… 1. Developing an advertising campaign (who?) 2. 5Ms of Advertising (why?) 3. Marketing tools 4. Proper timing (how?)
  • 4. Outline: Developing an advertising campaign • 5 major decisions
  • 5. 5Ms of Advertising 1. Mission – Purpose/objective behind advertising
  • 6. 5Ms of advertising 2. Money – Advertising budget
  • 7. 5Ms of Advertising 3. Message Written words Slogans Celebrities
  • 8. 5Ms of Advertising 4. Media - TV - Newspaper - Internet - Radio
  • 9. 5Ms of Advertising • Measure – Effectiveness of the campaign
  • 10. Outline: Developing an advertising campaign Message generation and evaluation Creative development and execution
  • 11. Marketing tools: 1. Sales promotion - tactics Consumer Directed vs. Trade Directed Samples Price offs Coupons Free goods Patronage rewards Sales contests Free trials Trade shows
  • 12. Marketing tools: 2. Public relations - tasks New product launch Repositioning matured products Influencing specific target groups DEFEND products=problems Building the corporate image Rebuild interest in products
  • 13. 21st Century Marketing Concept 3: Every employee is a marketer! 1. Marketing 2. Finance 3. Operations 4. HR Including: – Delivery personnel – Security guards – Secretaries – Collectors – Messenger
  • 14. Summary: Managing mass communications is… 1. Creation and implementation of advertising (why?) 2. Understand the 5Ms of advertising 3. Effective use of different marketing tools 4. Knowing the perfect timing for use of each tool
  • 15. My Conclusion: Managing mass communications A successful campaign is: Well designed Perfectly timed And Well-implemented
  • 16. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations COMMUNICATING VALUE May Bonifacio Ateneo Graduate School of Business