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ManagingMassCommunicationsMassCommunicationsWhatisMassCommunicationsinMarketing?Answer:•Advertising•SalesPro

motions•EventsandExperiences•PublicRelationsAdvertisingAdvertisingisanypaidformofnon-personalpresentationandpromotionofideas,goods,o

rservicesbyanidentifiedsponsor.Itcanbeacosteffectivemethodtosendmessages.Buildbrandimageandeducateconsumersaretwogoodreas

onsforusingadvertising.Advertisingoffersconsumersareasontopurchaseyourproduct.AdvertisingBeforeonestartsadvertising,markete

rsshouldchoosethetargetmarket/consumersfirst.Failuretodecidethisquestionfirstinmostcasewillleadtoadvertisingcampaignfailure,was

tingtimeandmoney.Afteradecisionismadeaboutthisquestion,thenaadvertisingprogramshouldbedeveloped.AdvertisingDevelopinganadve

rtisingprogramisfivestepprocess:1.Mission:setyouradvertisingobjectives2.Money:establishabudget3.Message:cho

oseatheadvertisingmessageandcreativestrategy4.Media:decideonwhichmediatouse5.Measure:evaluatecommunicationsa

ndsaleseffectsAdvertisingMission:“advertisingtype”options•Informative:createawarenessandknowledgeofproducts,especiallyn

ewones•Persuasive:createliking,preference,conviction,andpurchaseofagoodorservice•Reminder:stimulaterepeatpurchases•Reinforcement:convin

cecurrentpurchasersthattheymadetherightchoiceAdvertisingMoney:factorstoconsiderwhensettingabudget•Productlifecyclestage

•Marketshareandconsumerbase•Competitionandclutter•Frequency•ProductsubstitutabilityAdvertisingMessage:whattosayAgoodadfocusesonone

ortwosalespropositions.Thechosenproposition(s)shouldfocusonwhatworksbestforthetargetaudience.Inaddition,oneshouldpayattentiontohowt

hepropositionisexpressed.Onealsoshouldpayattentiontolegalandsocialnorms.AdvertisingMedia:Typeselection•Newspapers•Telev

ision•Radio•Magazines•Newsletters•Outdoors•SalesLocation•DirectMail•Telephone•InternetAdvertisingMedia:selectioncriteria•D

ecideonReach,Frequency,andImpact•Decideonthetypeofmediatouse•Decideonthespecificmediavehicle•Decideonmediatim

ing•DecideongeographicmediaallocationAdvertisingReach:thenumberofdifferentpeopleorhouseholdsexposedtoyourad

vertisingFrequency:thenumberoftimeswithinaspecifiedtimeperiodexposureoccursImpact:qualitativevalueofanexposureReachisimportantfornewproducts.Frequen

cyisimportantwhencompetitionisgreat.AdvertisingMedia:schedulingoptionsContinuity:schedulingexposurecontinuouslythroughoutagiventimeperiodConcent

ration:schedulingallofyouradvertisingduringaspecificperiodPulsing:continuousadvertisingatlowexposure,plushaveperio

dicwavesofhighexposureAdvertisingMeasuringAdvertisingEffectiveness:methodsCommunicationseffectresearch:focusgrouptestingofaudiencereactionsSaleseffec

tresearch:measuringsaleschangesafteradvertising,complexduetomultiplefactors,buteasiesttomeasureSalesPromotionsThepurp

oseofsalespromotionsistoofferanincentiveforconsumerstopurchaseyourproduct.Salespromotionsoftenattractbrandswi

tcherswhotendtolookforvalueandusuallyarenotbrandloyal.SalesPromotionSalesPromotion:ProgramDevelopmentDecisi

onsteps•Establishobjectives•Selectconsumerpromotiontools•Selecttradepromotiontools•Selectbusinesspromotionandsalesforcepromotiontools•D

eveloptheprogram•Pretesting,implementation,andcontroltheprogram•EvaluatetheprogramSalesPromotionConsumerPromotionTools•Samples•Cou

pons•Rebates•Pricepacks•Premiums•FrequencyPrograms•Prizes•Patronageawards•Freetrials•Productwarranties•Tie-inpromotions

•Crosspromotions•POPdisplaysanddemonstrationsSalesPromotionTradepromotionsmainlyfocusonretailersinordertop

ersuadethemcarrytheproduct,moreoftheproduct,orevenpromoteitthemselves.Toolsinclude:•Priceoffdiscounts•Allowancesforadver

tisingorotheractivities•FreegoodsSalesPromotionBusinessPromotionandSalesForcePromotionactivitiesseekstogeneratebusinessleads,rewardcusto

mers,and/ormotivatesalespeople.Toolsinclude:•Tradeshowsandconventions•Salescontests•SpecialtyadvertisingSalesPromotionEvaluating

salespromotionactivitiesmainlyisdonethroughthemeasuringofsalesduringthepromotion’speriod.Realtimedatano

wiseasiertoobtainandevaluatequicklyduetocheckoutscannertechnologyusedbyretailers.EventsandExperiencesEventsan

dexperiencesarefastbecomingimportantpromotionaltoolsformarketers.EventsandExperiencesReasonstosponsorevents

include:•Toidentifywithaparticulartargetmarketorlifestyle•Toincreaseawarenessaboutthecompanyorproductname•Tocreateorreinforc

econsumerperceptionsofkeybrandimageassociations•Toenhancecorporateimagedimensions•Tocreateexperiencesandevokefeelings•Toexpresscommitmenttothecomm

unityortosocialissues•Toentertainkeyclientsorrewardkeyemployees•TopermitmerchandisingorpromotionalactivitiesEventsandExperi

encesMajordecisions:•Choosingeventopportunities•Designingsponsorshipprograms•Eventcreation•MeasuringsponsorshipactivitiesPublicRelationsPublicRela

tionsisimportanttomarketing,becauseasidefromconsumers,suppliers,anddealerscompaniesoftenhavetodealwiththepu

blicatlargetoo.PublicRelationsfunctions:•Presentingnewsandinformationaboutthecompany•Promotingunderstandingaboutthecompanythroughi

nternalandexternalcommunications•Dealingwithgovernmenttypes•AdvisingmanagementaboutissuesandimagePubl

icRelationsPublicRelationscanhelpmarketersinvariousways:•Assistinginthelaunchofnewproducts•Assistingintherepositioningofanewproduct•Build

inginterestinaproductcategory•Influencingspecifictargetgroups•Defendingproductsthathaveencounteredpublicproblems•Buildingco

rporateimageinawaythatreflectsfavorablyonitsproductsPublicRelationsPublicRelationstools•Publications•Events•Sp

onsorships•News(i.e.newsreleases)•Speeches•Publicserviceactivities•Identitymedia(i.e.logos)PublicRelationsMajorPublicRela

tionsactivitydecisions:•Establishingthemarketingobjectives•Choosingthemessagesandvehicles•Implementingandevaluatingtheplan