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Top 10 Concepts: Ch18 Managing Mass Communications

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Managing Mass Communications Understanding their use in today’s environment Bea Pacheco Ateneo Graduate School of Business December 2009 Top 10 Concepts
Outline: Managing Mass Communications… ,[object Object],[object Object],[object Object],[object Object],[object Object]
Outline: Managing Mass Communications… ,[object Object],[object Object],[object Object],[object Object],[object Object]
Concept 1: Mass Communications utilize 4 S PREAd tools. ,[object Object],[object Object],[object Object],[object Object],[object Object]
Concept 1: Mass Communications utilize 4 S PR EAd tools. ,[object Object],[object Object],[object Object]
Concept 1: Mass Communications utilize 4 SPR E Ad tools. ,[object Object],[object Object],[object Object]
Concept 1: Mass Communications utilize 4 SPRE Ad tools. ,[object Object],[object Object],[object Object],[object Object]
Concept 2: 5Ms of Advertising Mission Money Message Media Measurement
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Concept 3: Always seek “the BIG IDEA”
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Concept 4: Alternative advertising options may also work.
[object Object],Concept 5: Select appropriate Media Timing. Communications Objectives Product 1 Customers 2 Distribution Channels 3
Concept 6: Evaluate Advertising Effectiveness adds up 4 shares. Share Of Voice Share Of Market Share Of Mind & Heart Share Of Expenditures
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Concept 7: Sales promotion tools provide benefits to everyone.
[object Object],[object Object],[object Object],Concept 8: Manage events properly.
[object Object],[object Object],[object Object],[object Object],Concept 9: Create experience for Customers
[object Object],[object Object],[object Object],[object Object],Concept 10: Support marketing department with M arketing P ublic R elations.
Summary: Managing Mass Communications… ,[object Object],[object Object],[object Object],[object Object],[object Object]
Summary: Managing Mass Communications… ,[object Object],[object Object],[object Object],[object Object],[object Object]
Conclusion: Managing Mass Communications ,[object Object],Not only to improve brand and sales/revenue but at the same time communicating VALUE to consumers.
Managing Mass Communications Understanding their use in today’s environment Bea Pacheco Ateneo Graduate School of Business December 2009 Top 10 Concepts

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Top 10 Concepts: Ch18 Managing Mass Communications

  • 1. Managing Mass Communications Understanding their use in today’s environment Bea Pacheco Ateneo Graduate School of Business December 2009 Top 10 Concepts
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  • 8. Concept 2: 5Ms of Advertising Mission Money Message Media Measurement
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  • 12. Concept 6: Evaluate Advertising Effectiveness adds up 4 shares. Share Of Voice Share Of Market Share Of Mind & Heart Share Of Expenditures
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  • 20. Managing Mass Communications Understanding their use in today’s environment Bea Pacheco Ateneo Graduate School of Business December 2009 Top 10 Concepts