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Ch18 - Managing Mass Communication

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TOP 10 Learning Concepts MANAGING MASS COMMUNICATION CHAPTER 18 By: Theresia Situmorang September 2011 www.tualitorphory.blogspot.com
CONCEPT OUTLINE ,[object Object],[object Object],[object Object],[object Object],[object Object],www.tualitorphory.blogspot.com
CONCEPT OUTLINE www.tualitorphory.blogspot.com 6. Choosing Major Media Types 7. Evaluate Advertising Effectiveness include 4 Shares 8. Utilizing Sales Promotion 9. Manage Events Properly 10. Support Marketing Public Relation
CONCEPT I MISSION www.tualitorphory.blogspot.com Using 5Ms in Developing & Advertising Program
CONCEPT I MISSION MONEY www.tualitorphory.blogspot.com Using 5Ms in Developing & Advertising Program
CONCEPT I MISSION MONEY MESSAGE www.tualitorphory.blogspot.com Using 5Ms in Developing & Advertising Program
CONCEPT I MISSION MONEY MESSAGE MEDIA www.tualitorphory.blogspot.com Using 5Ms in Developing & Advertising Program
CONCEPT I MISSION MONEY MESSAGE MEDIA MEASUREMENT www.tualitorphory.blogspot.com Using 5Ms in Developing & Advertising Program
EXAMPLE I “ To create value and make a difference!” In 2009, approx. $2.44 Billion spent for advertising expenses included in selling, administrative and general expenses. ,[object Object],[object Object],[object Object],www.tualitorphory.blogspot.com
EXAMPLE I ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],In 2010, Coke sees “phenomenal” result from Twitter ads. It saw 86 million “impressions” or views of the ads in 24 hours. www.tualitorphory.blogspot.com
CONCEPT II ,[object Object],www.tualitorphory.blogspot.com Set the GOAL!
CONCEPT II ,[object Object],[object Object],www.tualitorphory.blogspot.com Set the GOAL!
CONCEPT II ,[object Object],[object Object],www.tualitorphory.blogspot.com Set the GOAL! ,[object Object]
CONCEPT II ,[object Object],[object Object],www.tualitorphory.blogspot.com Set the GOAL! ,[object Object],[object Object]
EXAMPLE II “ In 2010, Coca-Cola sent a team of Happiness Ambassadors around the world to visit 206 countries in 365 days to find out what makes people happy.” “ The product differentiation is communicated to the market by symbols, written and audiovisual media, atmosphere of the physical place, and events organized or sponsored to make it more appealing than its competitors.” www.tualitorphory.blogspot.com
EXAMPLE II www.tualitorphory.blogspot.com “ Coca-Cola Enterprises' extensive brand portfolio includes the most popular beverage brands in the world, as well as exciting new innovations introduced regularly.” Coca-Cola goes bigger by communicating its brand through social media. The strategy is about long-term sustainable engagement, developing advocacy and encouraging brand loyalty.
CONCEPT III www.tualitorphory.blogspot.com SCAMP Factors That Affecting Budget Decision
CONCEPT IV STEPS: 1. MESSAGE GENERATION AND EVALUATION 2. CREATIVE DEVELOPMENT AND EXECUTION 3. SOCIAL-RESPONSIBILITY REVIEW www.tualitorphory.blogspot.com Developing the Advertising Campaign
EXAMPLE IV Coca Cola advertising history demonstrates how the marketing science has been developing over time. Below there is a visual into the company print advertising: 1890 1929 www.tualitorphory.blogspot.com
EXAMPLE IV 1950 1976 1993 www.tualitorphory.blogspot.com
EXAMPLE IV 2002 “ The Coke Side of Life”  “ Recycle ”   "Summer as it should be"  www.tualitorphory.blogspot.com
CONCEPT & EXAMPLE V ,[object Object],[object Object],[object Object],www.tualitorphory.blogspot.com The 3-Key Print Ad Component
CONCEPT VI TARGET AUDIENCE MEDIA HABITS www.tualitorphory.blogspot.com Choosing Major Media Types
CONCEPT VI TARGET AUDIENCE MEDIA HABITS www.tualitorphory.blogspot.com Choosing Major Media Types PRODUCT & MESSAGE CHARACTERISTICS
CONCEPT VI TARGET AUDIENCE MEDIA HABITS PRODUCT & MESSAGE CHARACTERISTICS COST www.tualitorphory.blogspot.com Choosing Major Media Types
EXAMPLE VI Coca-Cola Zero ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],www.tualitorphory.blogspot.com
CONCEPT VII Share of Expenditures www.tualitorphory.blogspot.com Evaluate Advertising Effectiveness include 4 Shares
CONCEPT VII Share of Expenditures Share of Voice www.tualitorphory.blogspot.com Evaluate Advertising Effectiveness include 4 Shares
CONCEPT VII Share of Expenditures Share of Voice Share of Mind & Heart www.tualitorphory.blogspot.com Evaluate Advertising Effectiveness include 4 Shares
CONCEPT VII Share of Expenditures Share of Voice Share of Mind & Heart Share of Market www.tualitorphory.blogspot.com Evaluate Advertising Effectiveness include 4 Shares
EXAMPLE VII ,[object Object],[object Object],[object Object],[object Object],www.tualitorphory.blogspot.com
CONCEPT VIII Tools of Sales Promotion: Consumer Promotion www.tualitorphory.blogspot.com Utilizing Sales Promotion
CONCEPT VIII Tools of Sales Promotion: Consumer Promotion Trade Promotion www.tualitorphory.blogspot.com Utilizing Sales Promotion
CONCEPT VIII Tools of Sales Promotion: Consumer Promotion Trade Promotion Business & Sales Promotion These tools can benefit: Marketers, Manufacturers, Consumers, Retailers www.tualitorphory.blogspot.com Utilizing Sales Promotion
EXAMPLE VIII Sales Promotion of Coca Cola Tie-In Promotion Prizes Tradeshow & Convention www.tualitorphory.blogspot.com
CONCEPT IX Events are able to extend the relationship of: SPONSORS www.tualitorphory.blogspot.com Manage Events Properly
CONCEPT IX Events are able to extend the relationship of: SPONSORS TARGET MARKET www.tualitorphory.blogspot.com Manage Events Properly
EXAMPLE IX ISC TOUR 2010 LAUNCHED On March 31st, 2010, the ISC Opening (Indonesian Surfing Championship Season Launch 2010). This event would be the landmark of Coca Cola ’s support towards surfing in Indonesia. ISC is signing a 3 year contract with Coca Cola for the very first time. Coca Cola will support all events held by ISC, whether it’s a surfing competition or any other event. Coca Cola will give away surfboards to any brand surf company that supports the ISC in 2010. www.tualitorphory.blogspot.com
CONCEPT X Increase Product Awareness & Credibility www.tualitorphory.blogspot.com Support Marketing Public Relation
CONCEPT X Increase Product Awareness & Credibility Boost-Up Sales www.tualitorphory.blogspot.com Support Marketing Public Relation
CONCEPT X Increase Product Awareness & Credibility Boost-Up Sales Cut Promotion Cost www.tualitorphory.blogspot.com Support Marketing Public Relation
EXAMPLE X A Successful Public Relation Campaign ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],www.tualitorphory.blogspot.com
SUMMARY ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
SUMMARY ,[object Object],[object Object],[object Object],[object Object],[object Object]
SUMMARY ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
SUMMARY ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
TOP 10 Learning Concepts MANAGING MASS COMMUNICATION CHAPTER 18 By: Theresia Situmorang September 2011 www.tualitorphory.blogspot.com

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Ch18 - Managing Mass Communication

  • 1. TOP 10 Learning Concepts MANAGING MASS COMMUNICATION CHAPTER 18 By: Theresia Situmorang September 2011 www.tualitorphory.blogspot.com
  • 2.
  • 3. CONCEPT OUTLINE www.tualitorphory.blogspot.com 6. Choosing Major Media Types 7. Evaluate Advertising Effectiveness include 4 Shares 8. Utilizing Sales Promotion 9. Manage Events Properly 10. Support Marketing Public Relation
  • 4. CONCEPT I MISSION www.tualitorphory.blogspot.com Using 5Ms in Developing & Advertising Program
  • 5. CONCEPT I MISSION MONEY www.tualitorphory.blogspot.com Using 5Ms in Developing & Advertising Program
  • 6. CONCEPT I MISSION MONEY MESSAGE www.tualitorphory.blogspot.com Using 5Ms in Developing & Advertising Program
  • 7. CONCEPT I MISSION MONEY MESSAGE MEDIA www.tualitorphory.blogspot.com Using 5Ms in Developing & Advertising Program
  • 8. CONCEPT I MISSION MONEY MESSAGE MEDIA MEASUREMENT www.tualitorphory.blogspot.com Using 5Ms in Developing & Advertising Program
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  • 15. EXAMPLE II “ In 2010, Coca-Cola sent a team of Happiness Ambassadors around the world to visit 206 countries in 365 days to find out what makes people happy.” “ The product differentiation is communicated to the market by symbols, written and audiovisual media, atmosphere of the physical place, and events organized or sponsored to make it more appealing than its competitors.” www.tualitorphory.blogspot.com
  • 16. EXAMPLE II www.tualitorphory.blogspot.com “ Coca-Cola Enterprises' extensive brand portfolio includes the most popular beverage brands in the world, as well as exciting new innovations introduced regularly.” Coca-Cola goes bigger by communicating its brand through social media. The strategy is about long-term sustainable engagement, developing advocacy and encouraging brand loyalty.
  • 17. CONCEPT III www.tualitorphory.blogspot.com SCAMP Factors That Affecting Budget Decision
  • 18. CONCEPT IV STEPS: 1. MESSAGE GENERATION AND EVALUATION 2. CREATIVE DEVELOPMENT AND EXECUTION 3. SOCIAL-RESPONSIBILITY REVIEW www.tualitorphory.blogspot.com Developing the Advertising Campaign
  • 19. EXAMPLE IV Coca Cola advertising history demonstrates how the marketing science has been developing over time. Below there is a visual into the company print advertising: 1890 1929 www.tualitorphory.blogspot.com
  • 20. EXAMPLE IV 1950 1976 1993 www.tualitorphory.blogspot.com
  • 21. EXAMPLE IV 2002 “ The Coke Side of Life”  “ Recycle ”   "Summer as it should be"  www.tualitorphory.blogspot.com
  • 22.
  • 23. CONCEPT VI TARGET AUDIENCE MEDIA HABITS www.tualitorphory.blogspot.com Choosing Major Media Types
  • 24. CONCEPT VI TARGET AUDIENCE MEDIA HABITS www.tualitorphory.blogspot.com Choosing Major Media Types PRODUCT & MESSAGE CHARACTERISTICS
  • 25. CONCEPT VI TARGET AUDIENCE MEDIA HABITS PRODUCT & MESSAGE CHARACTERISTICS COST www.tualitorphory.blogspot.com Choosing Major Media Types
  • 26.
  • 27. CONCEPT VII Share of Expenditures www.tualitorphory.blogspot.com Evaluate Advertising Effectiveness include 4 Shares
  • 28. CONCEPT VII Share of Expenditures Share of Voice www.tualitorphory.blogspot.com Evaluate Advertising Effectiveness include 4 Shares
  • 29. CONCEPT VII Share of Expenditures Share of Voice Share of Mind & Heart www.tualitorphory.blogspot.com Evaluate Advertising Effectiveness include 4 Shares
  • 30. CONCEPT VII Share of Expenditures Share of Voice Share of Mind & Heart Share of Market www.tualitorphory.blogspot.com Evaluate Advertising Effectiveness include 4 Shares
  • 31.
  • 32. CONCEPT VIII Tools of Sales Promotion: Consumer Promotion www.tualitorphory.blogspot.com Utilizing Sales Promotion
  • 33. CONCEPT VIII Tools of Sales Promotion: Consumer Promotion Trade Promotion www.tualitorphory.blogspot.com Utilizing Sales Promotion
  • 34. CONCEPT VIII Tools of Sales Promotion: Consumer Promotion Trade Promotion Business & Sales Promotion These tools can benefit: Marketers, Manufacturers, Consumers, Retailers www.tualitorphory.blogspot.com Utilizing Sales Promotion
  • 35. EXAMPLE VIII Sales Promotion of Coca Cola Tie-In Promotion Prizes Tradeshow & Convention www.tualitorphory.blogspot.com
  • 36. CONCEPT IX Events are able to extend the relationship of: SPONSORS www.tualitorphory.blogspot.com Manage Events Properly
  • 37. CONCEPT IX Events are able to extend the relationship of: SPONSORS TARGET MARKET www.tualitorphory.blogspot.com Manage Events Properly
  • 38. EXAMPLE IX ISC TOUR 2010 LAUNCHED On March 31st, 2010, the ISC Opening (Indonesian Surfing Championship Season Launch 2010). This event would be the landmark of Coca Cola ’s support towards surfing in Indonesia. ISC is signing a 3 year contract with Coca Cola for the very first time. Coca Cola will support all events held by ISC, whether it’s a surfing competition or any other event. Coca Cola will give away surfboards to any brand surf company that supports the ISC in 2010. www.tualitorphory.blogspot.com
  • 39. CONCEPT X Increase Product Awareness & Credibility www.tualitorphory.blogspot.com Support Marketing Public Relation
  • 40. CONCEPT X Increase Product Awareness & Credibility Boost-Up Sales www.tualitorphory.blogspot.com Support Marketing Public Relation
  • 41. CONCEPT X Increase Product Awareness & Credibility Boost-Up Sales Cut Promotion Cost www.tualitorphory.blogspot.com Support Marketing Public Relation
  • 42.
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  • 46.
  • 47. TOP 10 Learning Concepts MANAGING MASS COMMUNICATION CHAPTER 18 By: Theresia Situmorang September 2011 www.tualitorphory.blogspot.com