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Managing Mass Communications

Advertising aims to increase awareness, influence preferences, and encourage repeat purchases. Marketing managers establish objectives and budgets, develop messaging strategies, choose media, and assess effectiveness. Sales promotions provide incentives to purchase sooner or more frequently. Public relations maintains positive relationships with stakeholders to promote a company's image and products. Experiences and events can strengthen engagement by connecting to consumers' personal lives.

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50 views6 pages

Managing Mass Communications

Advertising aims to increase awareness, influence preferences, and encourage repeat purchases. Marketing managers establish objectives and budgets, develop messaging strategies, choose media, and assess effectiveness. Sales promotions provide incentives to purchase sooner or more frequently. Public relations maintains positive relationships with stakeholders to promote a company's image and products. Experiences and events can strengthen engagement by connecting to consumers' personal lives.

Uploaded by

mitch_denosta
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We take content rights seriously. If you suspect this is your content, claim it here.
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WORLD CITI COLLEGES

GRADUATE SCHOOL
Quezon City

GS WRITTEN REPORT
In
MBA 204 ADVANCED MARKETING MANAGEMENT

Submitted by:

Michelle Jean D. Capote


MBA 1Y2-2

Professor
Dr. Bernandino P. Malang

JUNE 2023
TOPIC

MANAGING MASS COMMUNICATIONS:


Advertising, Sales Promotions, Events and Experiences and Public Relations

Objectives:
• The goal of educational advertising is to increase consumer awareness of new
items and/or new features of existing ones.
• The goal of persuasive advertising is to influence consumers to like, prefer,
believe in, and buy a certain good or service.
• Advertising that serves as a reminder tries to encourage repeat purchases of
goods and services.
• Advertising that serves as reinforcement seeks to persuade current customers
that they made the right decision.

Discussion

An advertising objective, also known as an advertising goal, is a particular


communication activity that must be completed with a certain audience within a given
time frame. Advertising goals can be categorized based on whether they are intended
to inform, convince, keep, or reinforce consumers.

Selecting a Budget for Advertising

Here are five specific things to think about when determining the budget for advertising:

1. Stage in the product life cycle -- Large budgets are often needed to promote
new items and convince people to try them.
2. Market share and consumer base -- To keep share, high-market-share brands
typically need to spend less on advertising as a percentage of sales.
3. Competition and clutter -- A brand needs to advertise more extensively in a
market with lots of competitors and significant advertising spending to be noticed.
4. Advertising frequency -- A brand needs to advertise more extensively in a
market with lots of competitors and significant advertising spending to be noticed.
5. Product substitutability -- Brands in less distinct or commodity-like product
categories (beer, soft drinks) need a lot of advertising to create a distinctive
identity.
Making the marketing campaign

Marketers use both art and science to establish an ad's message strategy or positioning
– what the ad wants to tell about the brand – and its creative strategy – how the ad
represents the brand claims. Advertisers go through three stages: message creation
and evaluation, creative development and execution, and social responsibility
evaluation.

Choosing Media and Assessing Effectiveness

Following the selection of the message, the following job is to select the medium via
which it will be communicated. Decide on intended reach, frequency, and impact; select
major media types; select specific media vehicles; decide on media scheduling; and
decide on geographical media allocation. The marketer then assesses the outcome of
these decisions.

Promotion of Sales

Sales promotion, an important component of marketing campaigns, is a collection of


generally short-term incentive measures used to encourage customers or the trade to
acquire specific items or services sooner or more frequently. Whereas advertising
provides a motive to purchase, sales promotion provides an incentive. Consumer
promotion tools include samples, coupons, cash refund offers, prices off, premiums,
prizes, patronage rewards, free trials, warranties, tie-in promotions, cross-promotions,
point-of-purchase displays, and demonstrations; trade promotion tools include prices
off, advertising and display allowances, and free goods; and business and sales force
promotion tools include trade shows and conventions, contests for sales reps, and
specialty advertising.

Sales Promotion Goals

Sales marketing can be used to accomplish a range of goals. Sales promotions


frequently attract brand switchers who are looking for low prices, good value, or
premiums. In addition to brand switching, buyers may stockpile by purchasing sooner
than normal (purchase acceleration) or in larger quantities, albeit sales may then fall
after the promotion.
Promotion vs. Advertising

Several reasons, particularly in consumer markets, have contributed to the increase in


sales promotion expenditures as a percentage of total communication budget.
Promotion was accepted as an effective sales tool by top management as the number
of brands increased, competitors used promotions frequently, many brands were
perceived as similar, consumers became more price-conscious, the trade demanded
more deals from manufacturers, and advertising efficiency declined. Small-share
competitors may find sales promotion useful because they cannot match the market
leaders' big advertising budgets, nor can they gain shelf space without granting trade
allowances or promote customer trial without offering incentives. As a result, many
consumer-packaged-goods corporations feel compelled to utilize more sales
advertising than they would want.

Public Relations

Not only must the corporation maintain positive relationships with its customers,
suppliers, and dealers, but it must also maintain positive relationships with a wide
number of interested publics. The term "public" refers to any group that has an actual
or future interest in or impact on a company's capacity to achieve its goals. Public
relations (PR) refer to a wide range of initiatives designed to promote or protect a
company's image or individual items.

They carry out the five tasks listed below:

1. Press relations -- Presenting news and information about the organization in


the most positive light
2. Product publicity -- Sponsoring efforts to publicize specific products
3. Corporate communications -- Promoting understanding of the organization
through internal and external communications
4. Lobbying -- Dealing with legislators and government officials to promote or
defeat legislation and regulation
5. Counseling -- Advising management about public, issues, and company position
and image during good times and bad
Summary

Advertising is any sort of compensated nonpersonal presentation and promotion of a


product by a specific sponsor. Marketing managers must always begin by establishing
the target market and buyer motivations when developing an advertising program. Then
they can make "the five MS" decisions: Mission, Money, Message, Media, and
Measurement. Sales promotion, an important component of marketing campaigns, is a
collection of generally short-term incentive measures used to encourage customers or
the trade to acquire specific items or services sooner or more frequently. Participating
in a personally meaningful time in the lives of consumers through events and
experiences can widen and strengthen a company's or brand's engagement with the
target market.

Consumers' brand attitudes and opinions may be influenced by their daily interactions
with brands. Atmospheres are "packaged environments" that establish or reinforce
proclivity to buy a product. Not only must the corporation maintain positive relationships
with its customers, suppliers, and dealers, but it must also maintain positive
relationships with a wide number of interested publics. The term "public" refers to any
group that has an actual or future interest in or impact on a company's capacity to
achieve its goals. Public relations (PR) refers to a wide range of initiatives designed to
promote or protect a company's image or individual items.

Assessment

These marketing and sales promotions attempt to connect with consumers' personal
experiences and lifestyles. When brand pictures are associated with personal
experiences, consumers remember them. Public relations is critical because a product
must be placed in the minds of consumers. Product placement and public relations go
hand in hand. Consumers want to feel and experience personal in real life before
making a final purchase, thus events are just as vital as experiences.
References

18 February 2023. “Marketing Management and Analysis – Managing Communications:


advertising, sales promotions ,events and experiences and public relations”
http://ayemyomyintaung.blogspot.com/2013/02/managing-mass-communications.html

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