1

Managing
Mass Communications
 What is Advertising?

 Advertising is any
paid form of
nonpersonal
presentation and
promotion of ideas,
goods, or services
by an identified
sponsor.

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 Figure 18.1 The Five M’s of
Advertising

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 Advertising Objectives

Informative

Persuasive

Reminder

Reinforcement

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 Major Media Types

 Newspapers  Outdoor
 Television  Yellow Pages
 Direct mail  Newsletters
 Radio  Brochures
 Magazines  Telephone

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 Alternate Advertising Option

 Billboard
 Public Space
 Product Placement
 POP

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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 18-7
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 18-8
 Evaluating Advertising
Effectiveness

 Communication-Effect Research
 Sales-Effect Research
 Sales promotion
consists of a collection of
incentive tools, mostly
short term, designed to
stimulate quicker or
greater purchase of
particular products or
services by consumers or
the trade.

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-13

Using Sales Promotions

Establish objectives

Select tools

Develop program

Implement and control

Evaluate results
Events and Experiences
 Why Sponsor Events?
 To identify with a particular target market or life style
 To increase brand awareness
 To create or reinforce consumer perceptions of key
brand image associations
 To enhance corporate image
 To create experiences and evoke feelings
 To express commitment to community
 To entertain key clients or reward employees
 To permit merchandising or promotional
opportunities

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-16

Using Sponsored Events

Establish objectives

Choose events

Design programs

Measure effectiveness
Includes a variety of
programs to promote
or protect a company’s
image or individual
product
 Public Relations Functions

 Press relations
 Product publicity
 Corporate communications
 Lobbying
 Counseling

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-19

 Tasks Aided by
Marketing Public Relations

 Launching new products

 Repositioning a mature product
 Building interest in a product category
 Influencing specific target groups
 Defending products that have encountered
public problems
 Building the corporate image in a way that
reflects favorable on products
 Major Tools in Marketing PR

 Publications
 Events
 Sponsorships
 News
 Speeches
 Public Service Activities
 Identity Media

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-22

Major Decision in Marketing
Public Relations

Implementing
the Plan and Establishing
Evaluating Objectives
Result

Choosing Messages
and Vehicles