Chapter 18 & 19 aileen viado

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1 Managing MASS & PERSONAL Communications Aileen Viado Ateneo Graduate School of Business Communicating Value http://aiviado.blogspot.com

Transcript of 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

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Any paid form of nonpersonal presentation and promotion

– Ideas– Goods– Services

What is Advertising?

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Always Identify the target market and buyer motives

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Step 1: Set Advertising Objectives

Informative Persuasive

Reminder Reinforcement

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Stage in the product life cycle

Market Share and Consumer Base

Competition and Clutter

Advertising Frequency

Products Substitutability

Step 2: Establish a budget

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Message Generation &

Evaluation

Creative Development

Legal & Social Issues

Step 3: Choose the message and creative strategy

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

Television Ads

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

viewers

Television Ads

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Print Ads

• Detailed Product Information

• Communicate user & usage imagery

• Flexibility

• Ability to segment

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Print Ads

• Passive medium• Clutter• Unable to demonstrate product use

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Radio Ads

• Pervasive medium• Flexibility• Inexpensive• Quick response

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Radio Ads

• Lack of visual images

• Passive nature of the consumer

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Step 4: Decide on the media

Reach Frequency Impact

Total Number of Exposures

Weighted Number of Exposures

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Step 4: Decide on the media

Target audience media habits

Product characteristics

Message characteristics Cost

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Share of Market

Share of Mind & Heart

Share of Voice

Share of Expenditures

Step 5: Evaluate Communication & Sales Effects

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Outline:

Mass & Personal Communications

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

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• Collection of Incentives Tools

• Short Term

• Designed to stimulate quicker or greater purchase by consumer

What is Sales Promotions?

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Consumer Promotion

Trade Promotion

Business & Sales

Promotion

Sales Promotion Tools

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Establish Objectives

Select the Tools

Develop the

Program

Pretest the Program

Implement & Control

Evaluate the Results

Using Sales Promotions

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Outline:

Mass & Personal Communications

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

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

• Can broaden and deepen relationship

Events and Experiences

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Establish Objectives Choose Events Design Programs

Measure Effectiveness

Using Sponsored Events

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Outline:

Mass & Personal Communications

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

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Variety of Programs that promotes and protects

• Company image• Individual products

Public Relations

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Press Relations Product Publicity Corporate Communications

Lobbying Counseling

Functions

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Publications Events News

Speeches Public Service Activities

Identity Media

Main Tools of PR

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Outline:

Mass & Personal Communications

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

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

• Do not use market middlemen

• Interactive marketing system

Direct Marketing

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Objectives Target Markets Offers

PricesTesting and Establishing Measures

Planning Direct Marketing Campaigns

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Direct Marketing

Face-to-face Selling

Direct Mail

Catalog Marketing

Telemarketing

Interactive TV

Kiosks

Websites

Mobile Devices

Major Channels

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Outline:

Mass & Personal Communications

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

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• 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

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Outline:

Mass & Personal Communications

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

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• Find ways to engage customers

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

Word of Mouth Marketing

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Word of Mouth Marketing is Empowered by Social Networks

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Forms of Word of Mouth Marketing

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Outline:

Mass & Personal Communications

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

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Objectives Strategy Structure Size Compensation

Designing a Sales Force

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Sales Representatives

Deliverer Order Taker Missionary

Technician Demand Creator

Solution Vendor

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

Sales Tasks

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Recruitment & Selection Training Supervision Motivation Evaluation

Managing the Sales Force

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My Conclusion:

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

Personalize marketing can have more impact.

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Managing MASS & PERSONAL Communications

Aileen ViadoAteneo Graduate School of Business

Communicating Value

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