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ManagingMassCommunicationsMassCommunicationsWhatisMassCommunicationsinMarketing?Answer:•Advertising•SalesPr

omotions•EventsandExperiences•PublicRelationsAdvertisingAdvertisingisanypaidformofnon-personalpresentationandpromotionofideas,goods,orservi

cesbyanidentifiedsponsor.Itcanbeacosteffectivemethodtosendmessages.Buildbrandimageandeducateconsumersaretwogoodreasonsforusingadvertisi

ng.Advertisingoffersconsumersareasontopurchaseyourproduct.AdvertisingBeforeonestartsadvertising,marketersshouldchoosethetargetmark

et/consumersfirst.Failuretodecidethisquestionfirstinmostcasewillleadtoadvertisingcampaignfailure,wastingtimeandmoney.Afteradecisionismadeaboutthisqu

estion,thenaadvertisingprogramshouldbedeveloped.AdvertisingDevelopinganadvertisingprogramisfivestepprocess:1.Miss

ion:setyouradvertisingobjectives2.Money:establishabudget3.Message:chooseatheadvertisingmessageandcreativestrat

egy4.Media:decideonwhichmediatouse5.Measure:evaluatecommunicationsandsaleseffectsAdvertisingMission:“advertisin

gtype”options•Informative:createawarenessandknowledgeofproducts,especiallynewones•Persuasive:createliking,preference,conviction,andpurchaseofagood

orservice•Reminder:stimulaterepeatpurchases•Reinforcement:convincecurrentpurchasersthattheymadetherightchoiceAdvertisingMoney:factorstoconsiderwhe

nsettingabudget•Productlifecyclestage•Marketshareandconsumerbase•Competitionandclutter•Frequency•ProductsubstitutabilityAdvertisingMe

ssage:whattosayAgoodadfocusesononeortwosalespropositions.Thechosenproposition(s)shouldfocusonwhatworksbestforthetargetaudience.Inadditio

n,oneshouldpayattentiontohowthepropositionisexpressed.Onealsoshouldpayattentiontolegalandsocialnorms.AdvertisingMedia:Typeselection•Newspapers•T

elevision•Radio•Magazines•Newsletters•Outdoors•SalesLocation•DirectMail•Telephone•InternetAdvertisingMedia:

selectioncriteria•DecideonReach,Frequency,andImpact•Decideonthetypeofmediatouse•Decideonthespecificmediavehicle•Decideonmediatiming•Decideongeographi

cmediaallocationAdvertisingReach:thenumberofdifferentpeopleorhouseholdsexposedtoyouradvertisingFrequency:thenumberoftime

swithinaspecifiedtimeperiodexposureoccursImpact:qualitativevalueofanexposureReachisimportantfornewproducts.Frequencyisimportantwhencompetition

isgreat.AdvertisingMedia:schedulingoptionsContinuity:schedulingexposurecontinuouslythroughoutagiventimeperiodConcentration:schedulingallofyouradverti

singduringaspecificperiodPulsing:continuousadvertisingatlowexposure,plushaveperiodicwavesofhighexpos

ureAdvertisingMeasuringAdvertisingEffectiveness:methodsCommunicationseffectresearch:focusgrouptestingofaudiencerea

ctionsSaleseffectresearch:measuringsaleschangesafteradvertising,complexduetomultiplefactors,buteasiesttomeasureSalesPromotionsThepurpo

seofsalespromotionsistoofferanincentiveforconsumerstopurchaseyourproduct.Salespromotionsoftenattractbrandswitcherswhotendtolookfo

rvalueandusuallyarenotbrandloyal.SalesPromotionSalesPromotion:ProgramDevelopmentDecisionsteps•Establishobjectives•Selectconsumerpro

motiontools•Selecttradepromotiontools•Selectbusinesspromotionandsalesforcepromotiontools•Developtheprogram•Pretesting,impleme

ntation,andcontroltheprogram•EvaluatetheprogramSalesPromotionConsumerPromotionTools•Samples•Coupons•Rebat

es•Pricepacks•Premiums•FrequencyPrograms•Prizes•Patronageawards•Freetrials•Productwarranties•Tie-inpromotions•Crosspromotions•POPdisplaysand

demonstrationsSalesPromotionTradepromotionsmainlyfocusonretailersinordertopersuadethemcarrytheproduct,moreoftheproduct,orevenpromote

itthemselves.Toolsinclude:•Priceoffdiscounts•Allowancesforadvertisingorotheractivities•FreegoodsSalesPromotionBusinessPromoti

onandSalesForcePromotionactivitiesseekstogeneratebusinessleads,rewardcustomers,and/ormotivatesalespeople.Toolsinclude:•Tradeshowsandconven

tions•Salescontests•SpecialtyadvertisingSalesPromotionEvaluatingsalespromotionactivitiesmainlyisdonethroughthemeasurin

gofsalesduringthepromotion’speriod.Realtimedatanowiseasiertoobtainandevaluatequicklyduetocheckoutscannertechnologyusedb

yretailers.EventsandExperiencesEventsandexperiencesarefastbecomingimportantpromotionaltoolsformarketers.EventsandExperience

sReasonstosponsoreventsinclude:•Toidentifywithaparticulartargetmarketorlifestyle•Toincreaseawarenessaboutthecompanyorp

roductname•Tocreateorreinforceconsumerperceptionsofkeybrandimageassociations•Toenhancecorporateimagedimensions•Tocreateexperiencesandevokefeeling

s•Toexpresscommitmenttothecommunityortosocialissues•Toentertainkeyclientsorrewardkeyemployees•Topermitmercha

ndisingorpromotionalactivitiesEventsandExperiencesMajordecisions:•Choosingeventopportunities•Designings

ponsorshipprograms•Eventcreation•MeasuringsponsorshipactivitiesPublicRelationsPublicRelationsisimportanttomarketing,because

asidefromconsumers,suppliers,anddealerscompaniesoftenhavetodealwiththepublicatlargetoo.PublicRelationsf

unctions:•Presentingnewsandinformationaboutthecompany•Promotingunderstandingaboutthecompanythroughinternalandexternalcommunications•Dealing

withgovernmenttypes•AdvisingmanagementaboutissuesandimagePublicRelationsPublicRelationscanhelpmarketer

sinvariousways:•Assistinginthelaunchofnewproducts•Assistingintherepositioningofanewproduct•Buildinginteres

tinaproductcategory•Influencingspecifictargetgroups•Defendingproductsthathaveencounteredpublicproblems•Buildingcorporateimage

inawaythatreflectsfavorablyonitsproductsPublicRelationsPublicRelationstools•Publications•Events•Sponsorships•News(i.e.newsreleases)•

Speeches•Publicserviceactivities•Identitymedia(i.e.logos)PublicRelationsMajorPublicRelationsactivitydecisions:•Establishingthemarketingobjectives•

Choosingthemessagesandvehicles•Implementingandevaluatingtheplan