CH 18. MANAGING MASS COMMUNICATIONS

LOURDES TAN12 May 2010

Managing Mass Media

• Steps in developing an advertising programs• 5 M’s• Sales Promos• Events and Experiences• Public Relations

1. 5 M’S OF ADVERTISING

• Concept:

MISSION MONEY

MESSAGE

MEDIA

MEASUREMENT

• Kotler: Geico testimonials• Local: Tide, Olay testimonials• Medical application:– Belo testimonials– Herbal remedies testimonial

2. MISSION: “THE GOAL”

• Concept: Informative, Persuasive, Reminder, Reinforcement

• Kotler: Jacko is to Energizer• Local: Manny is to Vit-Water • RP Medical Application:– Maxene is to Cervarix– John Lloyd to Biogesic

3. MONEY: “THE BUDGET”

• Concept: Stage in product life, market share, competition

• Kotler: (Those with higher competition, advertise more)

• Local: Bench, Penshoppe• RP Medical Application:– Pharma: Mercury drug, Generics Pharmacy

4. MESSAGE: “THE CAMPAIGN”

• Concept: Advertising message and creative strategy

• Kotler: (Ads where you are in it)• Local: GMA “Where you belong”• RP Medical Application: – Medical City “Patient at center Stage”

5. MEDIA: “THE MEDIA”

• Concept: Vehicle• Kotler: Interactive BBC Billboard• Local: Globe Tattoo interactive billboard• RP Medical Application:– Real Beauty, Dove campaign– Ponds Diaries, series commercial

6. MEASUREMENT: “EVALUATING EFFECTIVENESS”

• Concept: Communication effect research• Kotler: (Consumer feedback method)• Local: Globe, Smart• RP Medical Application:– The Medical City

7. SALES PROMOTIONS

• Concept: Consumer promotion tools• Kotler: Patronage Awards• Local: Powerbooks Card, Coffee Bean Swirl

Card • RP Medical Application:– TMC Plus card– Mercury Drug Suki Card

8. SPONSORING EVENTS

• Concept: Identify with target market

• Kotler: Old Spice is to college sports

• Local: PAL Mabuhay Milers is to golf tournaments

• RP Medical Application:- Unilab Greenfields Sunset Run- Unilab at APMC

9. CUSTOMER EXPERIENCE MANAGEMENT

• Concept: Experiential marketing, education

• Kotler: M & M’s World, NYC• Local: Honda Motorbikes, Petron

Fulltank Xtra Challenge• RP Medical Application:– Hospital tours in Medical City

10. PUBLIC RELATIONS AND PUBLICITY

• Concept: To reach to the audience• Kotler: Richard Branson• Local: Manny Pacquiao• RP Medical Application: – Dr. Bengzon– Dr. Vicky Belo

In mass media, it’s crucial to follow the 5M’s for effective advertising.

CH 18. MANAGING MASS COMMUNICATIONS

LOURDES TAN12 May 2010