Ch18 Managing Mass Communications: A Visual Model
- 1. Managing Mass Communications Understanding their use in today’s environment Bea Pacheco Ateneo Graduate School of Business December 2009 Top 10 Concepts (Visual Edition)
- 2. Outline: Managing Mass Communications… 4 tools (SPREAd) 5Ms of Advertising “ the BIG idea” Using alternatives? Media timing
- 3. Outline: Managing Mass Communications… Benefits (who?) Manage events (why?) Customer experience Role of MPR Evaluate effectiveness (how?)
- 5. Managing Mass Communications… Utilizes 4 SPREAd tools.
- 6. Managing Mass Communications… Utilizes 4 S PREAd tools. Sales Promotion
- 7. Managing Mass Communications… Utilizes 4 S PR EAd tools. Sales Promotion Public Relations
- 8. Managing Mass Communications… Utilizes 4 SPR E Ad tools. Sales Promotion Public Relations Events & Experiences
- 9. Managing Mass Communications… Utilizes 4 SPRE Ad tools. Sales Promotion Public Relations Events & Experiences Advertising
- 10. Managing Mass Communications… Develop 5M’s of Advertising Sales Promotion Public Relations Events & Experiences Advertising 5
- 11. Managing Mass Communications… Develop 5M’s of Advertising Sales Promotion Public Relations Events & Experiences Advertising 5 Mission
- 12. Managing Mass Communications… Develop 5M’s of Advertising Sales Promotion Public Relations Events & Experiences Advertising 5 Mission Money
- 13. Managing Mass Communications… Develop 5M’s of Advertising Sales Promotion Public Relations Events & Experiences Advertising 5 Mission Money Message
- 14. Managing Mass Communications… Develop 5M’s of Advertising Sales Promotion Public Relations Events & Experiences Advertising 5 Mission Money Message Media
- 15. Managing Mass Communications… Develop 5M’s of Advertising Sales Promotion Public Relations Events & Experiences Advertising 5 Mission Money Message Media Measurement
- 16. Managing Mass Communications… Always seek the “BIG” idea Sales Promotion Public Relations Events & Experiences Advertising 5 Mission Money Message Media Measurement IDEA
- 17. Managing Mass Communications… Alternative advertising options may also work. Sales Promotion Public Relations Events & Experiences Advertising 5 Mission Money Message Media Measurement IDEA “ Alter”-native
- 18. Managing Mass Communications… Select appropriate Media Timing. Sales Promotion Public Relations Events & Experiences Advertising 5 Mission Money Message Media Measurement IDEA “ Alter”-native Timing
- 19. Managing Mass Communications… Sales promotion tools provide benefits to everyone. Sales Promotion Public Relations Events & Experiences Advertising 5 Mission Money Message Media Measurement IDEA “ Alter”-native Timing Everyone
- 20. Managing Mass Communications… Manage events properly. Sales Promotion Public Relations Events & Experiences Advertising 5 Mission Money Message Media Measurement IDEA “ Alter”-native Timing Everyone Deepens Relationship
- 21. Managing Mass Communications… Create experience for Customers. Sales Promotion Public Relations Events & Experiences Advertising Unique Experiences 5 Mission Money Message Media Measurement IDEA “ Alter”-native Timing Everyone Deepens Relationship
- 22. Managing Mass Communications… Support marketing department with M arketing P ublic R elations. Sales Promotion Public Relations Events & Experiences Advertising Unique Experiences 5 Mission Money Message Media Measurement IDEA “ Alter”-native Timing Everyone Deepens Relationship Builds credibility
- 23. Managing Mass Communications… Evaluate Advertising Effectiveness adds up 4 shares. Sales Promotion Public Relations Events & Experiences Advertising Unique Experiences 5 Mission Money Message Media Measurement IDEA “ Alter”-native Timing Everyone Deepens Relationship Builds credibility Voice Mind & Heart Market Expenses
- 24. Summary: Managing Mass Communications… 4 tools (SPREAd) Develop 5Ms of Advertising Always seek “the BIG idea” Using alternatives can work Select proper timing
- 25. Summary: Managing Mass Communications… Sales promotions tools benefit everyone Manage events properly Creates customer experience MPR supports marketing department Evaluate effectiveness through 4 shares
- 26. Managing Mass Communications Understanding their use in today’s environment Bea Pacheco Ateneo Graduate School of Business December 2009 Top 10 Concepts (Visual Edition)