Chapter 18 report
16
1 HYPERMARKETING class Prof. Bong De Ungria Ateneo Graduate School of Business
-
Upload
may-bonifacio -
Category
Marketing
-
view
56 -
download
0
Transcript of Chapter 18 report
1
HYPERMARKETING class
Prof. Bong De Ungria
Ateneo Graduate School of Business
COMMUNICATING VALUE
May Bonifacio
Ateneo Graduate School of Business
Chapter 18: Managing Mass
Communications: Advertising, Sales
Promotions, Events and Experiences, and
Public Relations
Outline:
Managing mass
communications…
1. Developing an advertising campaign
(who?)
2. 5Ms of Advertising (why?)
3. Marketing tools
4. Proper timing (how?)
• 5 major decisions
Outline:
Developing an advertising
campaign
5Ms of Advertising
1. Mission
– Purpose/objective behind advertising
2. Money
– Advertising budget
5Ms of advertising
3. Message
5Ms of Advertising
Written words
SlogansCelebrities
4. Media
- TV
- Newspaper
- Internet
- Radio
5Ms of Advertising
• Measure
– Effectiveness of the campaign
5Ms of Advertising
Outline:
Developing an advertising
campaign
Message generation and evaluation
Creative development and execution
Consumer Directed vs. Trade Directed
Samples Price offs
Coupons Free goods
Patronage rewards Sales contests
Free trials Trade shows
Marketing tools:
1. Sales promotion - tactics
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
1. Marketing
2. Finance
3. Operations
4. HR
Including:
– Delivery personnel
– Security guards
– Secretaries
– Collectors
– Messenger
21st
Century Marketing Concept 3:
Every employee is a marketer!
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
COMMUNICATING VALUE
May Bonifacio
Ateneo Graduate School of Business
Managing Mass Communications:
Advertising, Sales Promotions, Events and
Experiences, and Public Relations
