CREATING THE PLAN the number of people

that are exposed to

 Media Plan represents the
your message.
culmination of all the thinking,
- FREQUENCY –
planning & organizing.
number of times you
 Steps in Creating the Plan
touch each person
1. Target Audience’s use
with your message
and relationship to
4. ROI (Return of
media
Investment) and Media
- we find out which
Models
media your target
- A statistical routine
audience use and
performed by a
what is their
computer software
relationship w/ those
packages that goes
media
through the data and
- also determining
manipulates it to
what type of
project a plan’s
media/combination
effectiveness/
of media is/are
efficiency
effective to convey
- Commonly based on
your message to the
the original numbers
audience efficiently
of actual audiences to
2. Timing of the Plan
a particular media
- Is self-evident
type (magazine
- Giving concentration
readership, tv
on the most
viewership)
important periods
- Relies on statistical
3. Balancing reach &
techniques.
Frequency
- Econometrics – a
- We deal with the plan
statistic-based
estimates rather than
methodology to
the actual figures
quantify the
- REACH – number of
relationship between
people you touch
cause and effect. It is
with your message or
a scientific way of
 identifying the impact possible at the
of different marketing same time
and media activities 6. Cost Efficiencies
on consumer - We consider the costs
behavior involved as an
- Econometric addition to keeping
Modeling – used to track of reach and
try and figure out frequency figures
what marketing and - It is calculated in
media elements are terms of cost per
driving actual sales. thousand of the
They attempt to audience reached
answer the media’s (CPM) and through
return of investment cost per rating points
(CPP)
5. Scheduling your Ads - Media Cost – price
- Plotting schedules on you pay to present
when to start running your advertisement.
your ads as well as It excludes the cost to
placing patterns on create the
scheduling advertisement and
advertisements other expenses
- 2 television - Spot – a single
scheduling tactics broadcast of an
a. Double advertisement. An
Spotting – advertising
placing 2 spots placement includes
within the multiple spots
same program - Gross rating Points –
b. Roadblocking – measure of the size of
placing the an advertising
same ad across campaign by a
as many specific medium or
channels as schedule. It is
calculated by
 multiplying the additional exposure
number of spots by for and mileage out
rating of your media plan
- CPP – measure of - Trade Merchandising
cost efficiency which – trade plays a critical
enables you to role in the brand’s
compare the cost of development and
this advertisement to sales
other - Testing – to see first,
advertisements. It is on a small scale,
calculated as media whether your new
cost divided by gross approach is likely to
rating points increase sales or
- CPM – another harm them
measure of cost 8. Presenting the Plan
efficiency which - Be Visual, Be Brief,
enables you to Remember the
compare the cost of Consumer
this ad to other ads. It
is calculated by media
cost divided by PROMOTIONAL PLAN
impressions divided  The availability of more data,
by 1,000 increasingly sophisticated
7. Tactical Considerations measurement tools, and the
- Numerous additional belief that traditional media
considerations that are not as effective in the past,
are specific to your combined with the ability of
product or service direct marketing and sales
like trade promotion to show the impact
merchandising, of various expenditures, have
consumer increased pressures on
merchandising, and managers.
testing  Advertising
- Consumer  Product Placements
Merchandising – gain
 Guerilla Tactics the various groups
 For the advertiser, the primary working on the
focus is usually on the impact campaign. Many people
of the expenditures on sales are involved in the
and/or market share planning and
 Media Planners often focus on development of an
factors such as cost efficiencies integrated marketing
or “fit” with the media content communications
 Advertising and promotion are program on the client
not the only marketing side as well as in the
activities involved in generating various promotional
sales. Moreover, it is not agencies
always possible or necessary to
measure the effects of  The advertising and
advertising in terms of sales. Promotional program must be
 Why do companies fail? coordinated with:
Because they don’t recognize  Company
the value of doing so. Another  Inside the Ad
may be disagreement as to Agency
what the specific objectives  Between the two
should be. Advertising and
Promotional objectives are II. Planning & Decision-
needed for several reasons, Making
including the functions they
serve in communications,  specific promotional
planning, and decision-making objectives also guide
and measurement and development of the
evaluation. integrated marketing
communications plan. All
phases of a firm’s
I. COMMUNICATIONS strategy should be based
on the established
 specific objectives for objectives, including
the IMC Program budgeting, creative and
facilitate coordination of media decisions as well
 as supportive programs appropriate messages to
such as direct marketing, the target audience.
public
relations/publicity, sales  MARKETING VS COMM
promotion, and/or OBJECTIVES
reseller support.  Product Planning &
Production
III. Determining Promotional  Pricing
Objectives  Distribution

 should be based on a  SALES VS. COMM OBJECTIVES

thorough situation  Sales
analysis that identifies  Produce measurable
the marketing and results
promotional issues  Increasing sales volume
facing the company or  Increasing the brand’s
brand. The situation market share
analysis is the  SALES
foundation on which  Competition
marketing objectives are  Technology
determined and the  The Economy
marketing plan is
 Product Quality
developed.
 Price
 Distribution
 Integrated marketing
 Advertising & Promotion
communications
objectives – are
 Direct-Response Advertising
statements of what
 A type of advertising that
various aspects of the
evaluates its
IMC Program will
effectiveness on the
accomplish. They should
basis of the sales
be based on the
 Merchandise is
particular
advertised in material
communications tasks
mailed to customers, in
required to deliver the
 newspapers and  Communicating that the
magazines, through product difference is
internet, or tv. The beneficial to consumers
consumer purchases the  Supporting the idea that
merchandise by mail, on something about the
the net, or by calling a product is different
toll-free number. and/or beneficial to
 The direct response consumers
advertiser generally sets
objectives and measures  DAGMAR: An Approach to
success in terms of the Setting Objectives
sales response  Russel Colley prepared
generated by the ad. DAGMAR or Defining
Advertising Goals for
 Retail Advertising Measured Advertising
 Accounts for a significant Results. Colley
percentage of all developed a model for
advertising setting advertising
expenditures, is another objectives and
area where the measuring the result of
advertiser often seeks a an ad campaign
direct response,  Advertising/s job is to
particularly when sales communicate to a
or special events are defined audience
being promoted. information and a frame
of mind that stimulates
 Factors Related to Success of action. Advertising
Advertising for New Products succeeds or fails
 Communicating that depending on how well it
something is different communicates the
about the product desired information and
 Positioning the brand attitudes to the right
difference in relation to people at the right time
the product category and at the right cost.
  Under this approach, an o Changing the brand
advertising goal involves image to make
as a communication task friends and Increase
that is specific and Sales
measurable. Colley o Concrete,
proposed that the Measurable Tasks
communication task be o Target Audience
based on a hierarchical
model of the  Assessment of DAGMA
communication process o Considerable
with 4 stages: Influence
o Assessing the
1. Awareness – making Effectiveness
the consumer aware
of the existence of  Criticisms of DAGMAR
the brand or o Problems with the
company response hierarchy
2. Comprehension – o Sales Objectives
developing an o Practicality and costs
understanding of o Inhibition of
what the product is Creativity
and what it will do for
the consumer  Improving Promotional
3. Conviction – Planners’ Use of Objectives
developing a mental  Advertisers should strive
disposition in the to set specific and measurable
consumer to buy the objectives that not only guide
product promotional planning and
4. Action – getting the decision-making but also can be
consumer to used as standard for evaluating
purchase the product performance.

 Characteristics of  Setting Objectives for the IMC

Objectives Program
  Much attention is given minus advertising
to advertising objectives expenditures.
because advertising has
traditionally been the major  Sales Response Models
way of communicating with 1. The Concave-Downward
target audiences. Other Function
promotional mix elements such o Microeconomic
as sales promotion, direct law of diminishing
marketing and publicity are returns
used intermittently to support o Amount of
and complement the advertising
advertising program. increases,
incremental value
 Establishing and Allocating the decreases.
Promotional Budget
 Its ultimate success or 2. The S-shaped Response
failure may depend on the Function
monies spent o Begin to have an
effect, as
 Why managers fail to realize additional
the value of advertising and increments of
promotion expenditures
 They treat the result in increased
communications budget as an sales.
expense rather than an o This model
investment suggests a small
advertising budget
 Marginal Analysis is likely to have no
 As impact beyond the
advertising/promotional sales that may
expenditures increase, sales have been
and gross margins also increase generated through
to a point, but then they level other means
off. Profits are shown to be a
result of the gross margin  Budgeting Approaches
  This section reviews  Percentage of Sales
some of the more traditional  Most commonly used
methods of setting budgets method for budget
and the relative advantages setting
and disadvantages of each.  Advertising and
promotions budget are
1. Many firms employ based on sales of the
more than 1 method product
2. Budgeting approaches
vary according to the  Management determines the
size and sophistication amount by either
of the firm  Taking a percentage sale
of the dollars
 Top-down Approaches  Assigning a fixed amount
o The Affordable of the unit product cost
Method to promotion and
o “all-you-can-afford multiplying this amount
method” by the number of units
o The firm determines sold.
the amount to be
spent in various  Competitive Parity
areas such as  Managers establish
productions and budget amounts by
operations. matching the
competition’s
 Arbitrary Allocation percentage-of-sales
 The concept and expenditures
purpose of advertising and  Advertising and
promotion have been largely promotions budget is
ignored based on sales of the
 No obvious advantages, product
no systematic thinking, no
objectives have been budgeted  Disadvantages
for.
 a) It ignores the fact c) Estimating the
that advertising costs associated
and promotions with performance
are designed to of these strategies
accomplish and tasks
specific objectives
by addressing o Isolate Objectives
certain problems o Determine Tasks
and opportunities required
b) It assumes that o Estimate required
because firms expenditures
have similar o Monitor
expenditures, o Re-evaluate objectives
their programs will  Major Disadvantage –
be equally the difficulty of
effective determining which tasks
will be required and the
 Return on Investment (ROI) costs associated with
 Investment each
 Advertising and
Promotions are
considered Investments

 Objective and Task Method  Payout Planning

 Uses a buildup approach  Determines the
consisting of 3 steps: investment value of the
a) Defining the advertising and
communications promotion
objectives to be appropriation.
accomplished  Basic idea is to project
b) Determining the the revenues the
specific strategies product will generate, as
and tasks needed well as the costs it will
to attain
 incur, over 2-3 yrs. 4. Economies of Scale in
Advertising
 Allocating the Budget  Firms/brands
 Allocating decision maintaining a large
involves determining share of the market
which markets, products, have an advantage
and/or promotional over smaller
elements will receive competitions and
which amounts of the thus can spend less
funds appropriated. money on advertising
and realize a better
 Allocating to IMC Elements return
1. Client/Agency Policies 5. Organizational
 another factor that may Characteristics
influence budget  George Low and Jakki
allocation is the Mohr concluded that
individual policy of the organizational factors
company or the play an important
advertising agency role in determining
 the agency may how communication
discourage the allocation dollars are spent.
of monies to sales  Factors and
promotion, preferring to Influence:
spend them on the o The
advertising area. organization’s
 The agency may take the structure
position that these o Power and
monies are harder to Politics in the
track in terms of organizational
effectiveness and may hierarchy
be used improperly if not o The use of
under its controls expert opinions
o Characteristics
2. Market size of the decision
3. Market Potential maker
 o Approval and print & broadcast
negotiation media, internet,
channels print forms and
o Pressure on activities such as
senior special events
managers to o Sales Promotion
arrive at the also relies on ads
optimal budget in various media
to deliver the
announcement
MEDIA PLANNING & BUYING about a
 The Media Planning Side of promotional offer
Advertising
 Most traditional media  Media Research: Information
such as newspapers, tv, Sources
radio, and magazines are  Client Information –
being challenged as client is a good source
carriers of ad messages for various types of
by the new world online information media
and alternative media planners used in their
 CONVERGENCE works (demographic
changes the basic profile)
form of these media as
well as the interplay  Market Research –
between and among independently gathered
them information about
 Media are used in all market and product
other areas of categories is valuable
marketing tool for media planners
communication o Creative Sources –
o Public Relations theme, message,
places stories, research
corporate and o Marketing Sources
advocacy ads in – distribution
patterns, market
 sales, rivals’ media are based on and
patterns chosen from
o Media Sources –  GRPs (Gross Rating
popularity of Points)
media, profiles,  CPMs (Cost per
cost forecasts Thousand)

 Media Coverage Area –  Target Audience & Media Use

one type of media-  A key strategic decision
related information is identifying the
about markets is the audience
broadcast coverage area  Idea is to match the
for television, called a advertiser’s targeting
Designating Marketing with the audience of a
Area (DMA) particular medium
 Every media vehicle’s
 Consumer Information – audience is different and
Media Planners use such therefore varies
services; supermarket regarding what percent
scanner data to locate of its audience is in the
the target audience brand’s target audience
within media markets
 The Aperture Concept
 Media Plan – a written  Prospective customers
document that summarizes the have one or more ideal
objectives and strategies times or places at which
pertinent to the placement of a they are most receptive
company’s brand messages. to receiving and paying
Goal: to find the most effective attention to a brand
and efficient ways to deliver message. Goal: to reach
messages to an audience. the right people at the
right time with the right
 Key Media Planning Decisions message
 Metrics where
traditional measured
 Measured Media Objectives groups, each containing 20% of
 Media Planners are not the audience
only restricted in what
they can spend, but also  Effective Frequency
may be told what types  A standard rule of thumb
of media work best with is that it takes 3-10
the message strategy. exposures to have an
effect on an audience
 The Reach Objectives – the  The ‘right’ frequency
percent of different people number is determined by
exposed to the message is several factors, including
referred to as REACH. It is how level of brand
many different members of the awareness, content of
target audience can be the message, and
exposed to the message in a sophistication of the
particular time frame. target audience

 The Frequency Objective –

FREQUENCY refers to the
repetition of exposure.  Media Efficiency & Waste
Although the reach estimate is  Excessive overlap or too
based only on a single much frequency is
exposure, frequency estimates inefficient
the number of times the
exposure is expected to  Media Mix Selection
happen.  Most brands use a
variety of targeted
 Frequency Distribution Model media vehicles called a
– shows the percentage of media mix, to reach
audience reached at each level current and potential
of repetition customers
 Reasons for using Media
 Frequency Quintile Mix:
Distribution – analysis that a. To reach people
divides an audience into 5 not reached by the
 first or most  Means the various media
important medium work together to create
b. Using a number of coherent brand
media vehicles communication
distributes the  Also known as Image
message more Transfer
widely because
different media  Media Strategy Tools
tend to have &Techniques
different audience  Media Strategy – the
profiles way media planners
c. Some people even determine the most
reject certain cost-effective media mix
media to reach the target
audience and satisfy the
 Multiplying Media Strengths media objectives
 Media choices are  Delivering on the Objects
sometimes based on  Delivering on the
using 1 medium to Targeting Strategy
deliver an audience to  Media Use
another medium or  Geographical Strategies
marketing – to determine which
communications tool geographical areas have
the highest and lowest
 GRPs – Gross Rating Points rate of consumption for
indicates the weight or a particular product
efficiency of a media plan category, marketers
compute the:
 Insertions – number of ads o CDI (Category
placed in each media vehicle or Development
program within a given period Index)
of time - Calculated for
product
 Cross Media Integration categories, it is
 an index message will run
showing the in each medium
relative o Media
consumption Optimization
rate of a Modeling – media
product mix modeling is a
o BDI (Brand computer
Development technique that
Index) – an index enables marketers
of consumption to determine the
rate of a brand in relative impact of
a particular a media mix on
market product sales.

 Delivering on the  Scheduling Strategies

Market Strategy o Timing Strategies
o Media Weighting – when to
– when media advertise
planners often use o Duration – how
decision criterion long
called weighting o Continuity – how
to help them often
decide how much o Flighting Strategy
budget in each – severe type of
DMA and for each continuity
target audience adjustment. It is
when there is characterized by
more than one alternating
o Size, Length, periods of intense
Position – media advertising activity
planner works and periods of no
with creative team advertising called
to determine the hiatus
appropriate size o Pulsing Strategy –
and length the combination of
 continuous and desired goal. Cost of ad /
flighting Rating
strategies, used to
intensify  The Media Budget `
advertising before  an initial assessment of
a buying aperture the amount of money
and then to available
reduce advertising  after media mix has
to lower levels been determined, media
until the aperture planner will prepare a
opens pie chart showing media
allocations, which means
allocating the various
media chosen
 Cost Efficiency: CPMs and CPPs
 CPM – Cost per  Sample Media Plan: Major
thousand is used in Sections
comparing the cost of  Objectives – designed to
vehicles w/in the same deliver the campaign’s
medium. Cost of ad x overall objectives
1,000 / Readership  Key Media Strategies –
identifying appropriate
 TCPM – Targeted Cost media involved locating
per thousand is a way to those apertures where
bid where you set how specific messages are
much on average you’re welcome
willing to pay every  Strategic Plan
thousand times your ad Development: Consumer
is shown. Cost of ad x Insights – understanding
1,000 / Readers in the consumer market
Target Audience
 Media buying – selects specific
 CPP – Cost per Point media vehicles and negotiate
refers to the cost it will contract for the time and space
take to reach a certain in media
  Media Buyer’s  Online Media Buying
Functions:  New Forms of Media
a. Provide Research
information to
MEDIA PLANNING & STRATEGY
media planners
b. Select the media  Media Planning
c. Negotiate cost/  process which means a
make media buy – number of decisions are
securing lowest made to deliver the
possible price for promotional message to
placements the consumers/users of
d. Monitor media the product or brand
plan performance  needs specific media
e. Evaluate media objectives, and specific
choices after media strategies (action
campaign plan)
f. Handle billing and  Medium
payment  Available delivery
systems (broadcast, print
 Multichannel Buying – idea is media, direct mail etc)
to match the media use of  Media Vehicle
target audience in all its  specific carrier within a
complexity medium category
 Reach
 Media Planning Trends  Measure of the number
 Unbundling Media of different audience
Buying & Planning – a members exposed at
shift in the way the least once to a media
media industry is vehicle in a given period
organized. This happens of time
when an agency  Coverage
transforms its media  Potential audience that
department into a might receive the
separate profit center, message through a
apart from the agency vehicle
 Frequency  Media selection
 Number of times the decisions may be
receiver received in a made without
specified period proper planning
 The Media Plan and analysis of the
 Determine the best way materials and/or
to get the advertiser’s media
message to the market
 To alter and update 4. Difficulty Measuring
objectives and strategies Effectiveness
frequently  Assume the image
of a medium in a
 Problems in Media Planning market with which
1. Insufficient Information they are not
 E.g. Timing familiar, anticipate
Measurements the impact of
 If this happens, recent activities or
their decisions are make judgments
based on limited without full
or out-of-date knowledge of all
data that were the available
provided by the alternatives
media themselves
or no data at all  Activities Involved in
Developing the Media Plan
2. Inconsistent
Terminologies a. Situation Analysis – to
 Audience understand the
information varies marketing problem. An
by different analysis is made of a
methods company and its
competitors on the basis
3. Time Pressures of: size and share of the
total market, sales
history, costs and profits,
 distribution practices, classes such as
methods of selling, use newspapers, etc
of advertising etc.
g. Selecting media within
b. Marketing Strategy – to classes – to compare and
plan activities that will select the best media
solve one or more of the within broad classes,
marketing problems using predetermined
criteria
c. Creative Strategy – to
determine what to h. Media use Decisions
communicate through (BROADCAST)
the advertisements i. Media use Decisions
(PRINT)
d. Setting Media j. Media use Decisions
Objectives – to translate (OTHER MEDIA) –
marketing objectives and billboards, location of
strategies into goal that markets and plan of
media can accomplish distribution

e. Determining Media  Developing the Media Plan

Strategy – to translate a. Market Analysis and
media goals into general Target market
guidelines that will Identification – to whom
control the planner’s shall we advertise?
selection and use of  Index =% of users
media. in a demographic
segment divide by
f. Selecting broad media % of population in
classes – to determine the same segment
which broad class of multiplied by 100
media best fulfills the (to get an accurate
criteria. Involves picture of the
comparison and market)
selection of broad media
 Index number is factors
considered a good
indicator of the b. Establishing Media
potential of the Objectives
market  Designed to lead
 Uses this to the attainment
information to of
determine which communications
groups are now and marketing
using the product objectives
and target them or  These are goals for
identify a group the media
that is currently program and
using the product should be limited
less and attempt to those that can
to develop the be accomplished
segment through media
 What internal and strategies
external factors
are operating? c. Developing and
 Internal factors – Implementing Media
size of the media Strategies
budget, 1. Target Market
managerial and Coverage –
administrative determines which
capabilities, or target markets
organization of should receive the
agency most media
 External factors – emphasis
economy (the 2. Geographic
rising costs of Coverage – used
media), changes in for promotion of
technology, interest
competitive 3. Scheduling – to
time promotional
 efforts so that measure of
they will coincide potential
with the highest reach in the
potential buying broadcast
mess. Scheduling industry
Methods: o Gross
o Continuity ratings
o Flighting Point –
o Pulsing numerical
4. Reach vs indicator to
Frequency – know how
achieving many
awareness potential
requires reach – audience
exposing potential members
buyers to the may be
message. exposed to
Frequency a series of
overstates the commercial
actual level of s.
exposure to the GRP=REACH
ad. Opportunity to XFREQUENC
see the ad. Y
o Unduplicate o Target
d reach – ratings
potential Point –
new number of
exposures people
o Duplicated in the
reach - primary
provides an target
estimate of audience
frequency the media
o Program buy will
rating – reach and
 number of 6. Flexibility – may
times. It be needed to
doesn’t address:
include o Market
waste opportuniti
coverage es
o Average o Market
Frequency – threats
which the o Availability
target of Media
audience o Changes in
reached by media or
a media media
schedule is vehicles
exposed to
the vehicle 7. Budget
over a Considerations
specific o Absolute
period cost – actual
cost
5. Creative Aspects required to
& Method place the
o Creative message
Aspects – o Relative
media Cost –
strategy to relationship
be pursued b/w the
may be the price paid
driving force for
behind the advertising
creative time or
strategy space and
o Mood the size of
the
audience
 delivered preparing a society for a
particular development
d. Evaluation & Follow-up program
 Main purpose is to
generate support for a
APPROACHES IN COMMUNICATION
& DEVELOPMENT project in terms of
funding allocation or
 Action Research commitment of
 It aims to contribute resources
both the practical
concerns of people in an
immediate problematic  Community Communication
situation and to the  Process of social
goals of social science by interaction in small
joint collaboration with a groups using
mutually acceptable interpersonal and/or
ethical framework indigenous or small
 6 steps media
1. Analysis  Is highly participatory,
2. Fact-Finding involving the community
3. Conceptualization in planning, producing,
4. Planning and evaluating messages
5. Execution
6. More Fact-  Communication for
Finding/Evaluation technology transfer in
 Advocacy Agriculture (CTTA)
 Organization of  A comprehensive model
information into an developed by the
argument to be academy for educational
communicated through development with
various interpersonal funding from the united
and media channels with states agency for
a view to gaining political international
and social leadership, development (USAID) for
acceptance, and adjusting and
 transferring  A problem-solving
communication – approach whereby the
agricultural technologies community is
to farmers using a empowered with the
generic 5-step process knowledge and skills to
characterized as identify and prioritize its
participatory, integrative needs and problems,
and practical. harness its resources to
o Assessment deal with these
o Planning problems, and take
o Materials action collectively.
Preparation &  CO proceeds with 8, 4, 2
Message Delivery steps respectively
o Implementation o Awakening
o Evaluation o Empowerment
 The generic 5-step
process is actually  Community Participation
detailed into 9 specific  Participation is the key
steps strategy in development
o Investigation programs
o Strategy  An educational and
o Testing empowering process in
o Production which people, in
o Delivery partnership with those
o Reception able to assist them,
o Formative identify problems and
Evaluation needs and increasingly
o Summative assume responsibility
Evaluation themselves to plan,
o Feedback and manage, control, and
Ongoing assess the collective
Monitoring actions that are proved
necessary
 Community Organizing
 Development Communication
  The art and science of o Message Design
human communication and Channel
linked to a society’s Strategy
planned transformation o Preparation and
from a state of poverty pretesting of
to one of dynamic socio- prototype
economic growth that materials
makes for greater equity o Final production of
and the larger unfolding multimedia
of individual potential materials
o Delivery and
 Development Support monitoring of
Communication (DSC) communication
 Systematic utilization of materials/message
appropriate s
communication channels o Summative or
and techniques to Impact Evaluation
increase people’s o Review and
participation in Replanning
development and to
inform, motivate, and  Diffusion of
train rural populations, Innovations/Innovation –
mainly at the grassroot Decision Process
levels.  Also referred to as the
 11 steps: classical diffusion
o Needs Assessment model, this is an area of
o Setting of research and practice in
development/proj development
ect objectives communication that
o Situation Analysis focuses on the process
o Audience Analysis by which users of
o Setting of DSC technology adopt new
objectives innovation are diffused
in their social system
 Adoption of innovation  Educational Communication
proceeds in the ff stages:  A complex, integrated
o Knowledge process involving people,
o Persuasion procedure, idea, devices
o Decision and organizations, for
o Confirmation applying problems and
devising, implementing,
 Users of an innovation evaluating, and
assess it on the basis of managing solutions to
the ff charac: those problems involved
o Relative in all aspects of human
advantage over learning
other technologies
o Compatibility with  Information, Education,
existing practices Communication (IEC)
and cultural  The use of these 3 terms
beliefs elucidates the 3-fold
o Complexity concern of such a
o Trailability (?) communication
o Observability component namely:
o Divisibility information delivery,
o Availability training, and human
o Cost resource development
 Classified users of and awareness and
innovation depending on motivational
how fast or how slow communication
they adopt innovations campaigns.
relative to others in a
social system as:  Networking & Linkaging
o Laggards o Alliance-building
o Late majority o A strategy of community
o Early majority organizing aimed to
o Early adopters enhance the strength of
o Innovators one’s position most
especially in advocating
 a cause or socially-  Science
desirable action or Communication/Science &
program Technology Communication
o Government & NGOs  Study and practice of
communication for
 Participatory Action Research generating, exchanging,
(PAR) / Participatory Research and utilizing scientific
(PR) and technological
 A form of action knowledge and
research, taking its information to advance a
questions from the country’s development
experiences from the goals.
perceptions of  Concerned with
practitioners within local communicating science
contexts and building information, designing
description and theories science communication
within the practice systems and promoting a
context itself and testing science and technology
them there. culture for agro-
industrialization
 Program Communication
 Process of identifying,  Social Marketing
segmenting, and  The design,
targeting specific implementation, and
groups/audiences with control of programs
particular strategies, calculated to influence
messages or training the acceptability of
programs through social ideas, involving
various mass media and consideration of
interpersonal channels, product, planning,
traditional, and non- pricing, communications
traditional and market research
 Initially focused on 4Ps:
product, pricing, place,
and promotion –
 primarily to influence  Emphasizes the practical
the consumer behavior application of strategic
for socially desirable planning, and systems
products approach to agricultural
extension and training. it
 Social Mobilization has a problem-solving
 Process of bringing orientation
together all feasible and
practical intersectoral  Technology Commercialization
and social allies to raise  Commercialization is an
people’s awareness of aspect of popularizing
and demand for a technologies that are
particular development developed by research
program, to assist in the and development
delivery of resources and institutions
services and to  Technology
strengthen community commercialization
participation for requires undertaking
sustainability and self- market studies, product
reliance innovation and testing,
packaging and marketing
 Strategic Communication strategies, as well as
 The generation, analysis, forging
interpretations, production/processing
packaging, and sharing and market linkages and
with specific groups partnerships
critically important
information needed in  Technology Dissemination and
achieving Promotion
targets/objectives for  focus on popularizing
various development technologies developed
concerns by research and
development
 Strategic Extension Campaigns institutions.
(SEC)
  It may apply various 2. Information, Education,
approaches including Communication (IEC)
social marketing etc  Involves the
sharing of
information to
SOCIAL MOBILIZATION
change attitudes
FRAMEWORKS
and values of
 Social Mobilization people and also to
 Process of creating a vast create the
social movement for a demand and
particular development resources for
program needed services
 Act of bringing together among the public
as many sectors as
possible – politicians, 3. Community Organizing
religious leaders, NGOs  Building of the
etc. community’s
 Involves mobilizing capability for
human and financial problem-solving,
resources to achieve a decision-making,
development goal and collective
action
 Basic Processes & Elements
1. Advocacy 4. Capability Building
 The organization  Harnessing the
of information community’s
into arguments potentials,
used to persuade particularly in
or convince a sustaining itself. It
specific group of develops their
people to take competencies in
necessary dealing with their
action/goal networks,
resource sharing,
problem-solving,
 etc. 6. Monitor & evaluate

5. Monitoring & Evaluation  Social Marketing

 Seeks to  An approach that is
determine the applied in social
effectiveness of mobilization, especially
the programs as in creating demand for
well as to improve development programs,
the implementor’s ideas, products and
efficiency services.

6. Networking & Alliance

Building
 Allies are those
who have similar
interests and
programs as us
but with whom we SOCIAL MOBILIZATOIN
may not work STRATEGIES
directly. They have  Social Mobilization
a good grasp of  Process that raises
local issues and awareness and
can respond motivates the people to
quickly to action at demand change or a
the community particular development
level  Stakeholders in Social
Mobilization Effort
 Steps in Social Mobilization a. National Policymakers –
1. Assess needs make policies and
2. Define objectives program decisions.
3. Identify targets Allocate needed
4. Plan implementing resources for services
details of each socmob b. Media – help create and
component sustain public support
5. Implement program for a social product.
 Encourage public 1. Political mobilization –
vigilance an approach which aims
c. Traditional/Religious at winning political and
Leaders – set up policy commitment for a
information exchange major goal and the
system within the necessary resource
community. Plays allocation to realize that
important role in goal.
ensuring cooperation
d. Local Leaders – push the 2. Government
concerns of social Mobilization – aims at
development. Come up eliciting the cooperation
with the policy and of service providers and
program decisions other government
e. Services Providers – organizations which can
direct access to the direct or indirect support
intended beneficiaries. the program
Often credible sources of
information on the 3. Community mobilization
program. – aims at gaining the
f. Program administrator commitment of local
– chart the course of political, religious, social
action of the program and traditional leaders
g. Program planners – etc.
influence program
directions. Integrate 4. Corporate Mobilization
various services in – aims at securing the
existing programs support of national or
h. Parents/Family international companies
Members – critical in promoting
participants in the development goals,
program either by contributing
needed resources or
carrying out the
 5 main approaches of SocMob
 advertising function o Practical
o Profitable
5. Beneficiary Mobilization o Proven
– involves informing and effective
motivating the program
beneficiaries through 3. Community
trainings, establishment Organization – empower
of community groups, local leaders, parents,
and communication families, whole
through traditional and community
mass media.
 Components Strategies in 4. Training/Capability
SocMob Building – enhance
1. Advocacy – convincing, people’s knowledge,
persuading, and appreciation of, and
motivating individual skills advocacy,
and entities. 2 words mobilization, and
constantly associated community organizing
with advocacy are : for people
Policy Support, & empowerments
Resource Generation
2. IEC – generate 5. Networking & Alliances
information, and release – the common thread
ready-made info through that run through all
all available comm other SocMob Elements.
methods It adds to success of any
 9P’s of Enter- mobilization activity by
Educate identifying those who
o Pervasive can actually and
o Personal potentially act on the
o Popular problem
o Participator
y 6. Monitoring & evaluation
o Passionate – measures the
o Persuasive efficiency of program
 implementation and the  Increase the
effectiveness of the acceptability of a social
strategies taken in idea or practice
achieving the goals. This  Draws upon commercial
focuses on 3 things: marketing strategies, but
 Level instead focusing more on
 Timing the economic profit, it is
 Effectiveness driven by social, moral,
ethical, health,
SOCIAL MARKETING
environmental issues.
 Social Mobilization  Marketing
 Process of bringing  A process by which
together all feasible and something of value is
practical intersectoral exchanged among 2 or
social allies to raise more parties
people’s awareness of  Exchange
and demand for a  Central concept of
particular development marketing
program to assist in the  Market
delivery of resources and  Group of people who
strengthen community have the purchasing
participation for power to satisfy their
sustainability and self- needs and wants
reliance  Elements of Social Marketing
 Product – focuses on
 Social marketing transaction b/w social
 Set of integrated marketer and clientele. It
activities aimed at could refer to a tangible
making the clientele product but in most
accept a product / cases, it could be a social
service idea or practice or any
 A social change- behavior change
management approach  Price – what the
individual is willing to
 give up or enjoy to the  (Additional Elements)
adoption or non- Presentation – involves
adoption of a certain the visible sensory
innovation elements of which the
 Place – pertains to the adopters acquire or use
channels used to make the social product. How
the social practice or the product presents
idea available. Where it itself to the audience
could be promoted or  (Additional Elements)
shared Positioning – how you
 Promotion – includes all present the social
activities and strategies product in a way that it
regarding promotion and stands out from other
popularization of the issues, products or
social product being services.
endorsed to the  (Additional Elements)
adopters Partnership – teaming
 (Additional Elements) up and establishing
People – the ones affiliations with other
involved in the process organizations with
of social marketing. It similar goals
could be the audience or  (Additional Elements)
the target adopters or Policy/Politics - includes
the personnel who are government or judicial
selling and delivering the interventions that could
social products to said sustain and support the
adopters. program
 (Additional Elements)
MESSAGE PLANNING
Process – talks about the
steps needed to go  Message Planning
through by the target  Can be called as a
adopters to acquire or Message Strategy,
participate in the social Creative Strategy
product or service  Must be creative and
strategic
  It is what the  An approach in creating
advertisement says creative brief that
touches the consumer
 Concepting insights and emotions in
 Process of coming up a creative way
with a new idea  2 basic message
strategies:
 Big Ideas or Creative Concept o Head Strategy or
 A theme or central Hard Sell – an
concept that must be informational
relevant, original, and message that is
impactful designed to touch
the mind and
 Creative Brief create a response
 A document that based on logic
summarize the basic
marketing and o Heart Strategy or
advertising strategy in Soft Sell – uses
Message Planning emotional appeals
 Can be called as Creative or images to
Platform, Worksheet, or create a response
Blueprint Basic based on
 Must have key points attitudes, moods,
about: problem, target and emotions
audience, brand
position, comm  6 Creative Strategies
objectives, selling ideas, Advertising Situations
media considerations, 1. Preemptive – uses a
creative direction common attribute or
benefits but has a
 Emotional Selling Proposition forced competition
with Unique Selling
Proposition 2. Unique Selling
Proposition – uses
distinct different
 attributes that emotions
creates a meaningful to attract
consumer benefit clients.

3. Brand Image – uses a 6. Selling Premise –

distinction based on used wherein the
such psychological product states the
differences in the logic behind the sales
mind of consumers offer and appeal of
the product. It must
4. Positioning – emphasize the ff:
establishes a place in o Benefit
the consumer’s mind o Promise
5. Affective Strategy – o Reason why
uses emotions o Unique selling
messages to break proposition
through indifference
o 2 categories  8 formulas to have an
a. Resonan effective message planning
ce – uses 1. Straightforward
situation 2. Demonstration
s, 3. Comparisons
lifestyle 4. Problem Solution or
and product as hero
emotions 5. Humor
with 6. Slice of life
which 7. Spokesperson
the 8. Teasers
target
audience
can
identify

b. Emotion
al – uses