Encarnacion MarkMan Chapter 18

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Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Lisa A. EncarnacionMD12-0091ASMPH 2017

Chapter 18


1. Through development of an advertising campaign2. Using advertisements to rebuild or transform a brand3. Through television – the most powerful advertising

medium4. Through radio – main advantage of flexibility5. With no false claims6. Through the use of public spaces7. Using Product Placement8. Marketing at the Point of Purchase9. Avoiding consumer backlash10. Through events and experiences

How do you market your product through mass communications?


1. Through development of an advertising campaign

Kotler Example

Got Milk?

Local Example

Coca Cola Philippines OFW campaign series

Medical Example

Government warning: Cigarette smoking is dangerous to your health


2. Use of advertisements to rebuild or transform a brand

Kotler Example

Old Spice “The Man Your Man Could Smell Like”

Local Example

Magnolia “Best of the Philippines” ad series – repackaged as proudly Pinoy

Medical Example

St. Luke’s Medical Center “We Love Life” commercials


3. TV ads as the most powerful advertising medium

Kotler Example

Aflac

Local Example

Karen and Gina McDonald’s commercial

Medical Example

“No tooth decay” Colgate commercials


4. Radio ads’ main advantage is flexibility

Kotler Example

Motel 6

Local Example

Companero Light Brandy radio ad

Medical Example

Pharmaceuticals advertising on the radio (ex. Ibuprofen)


5. No false claims

Kotler Example

Splenda vs. Equal

Local Example

Fit n Right with “fat burning” L-carnitine

Medical Example

Health supplements with no therapeutic claims


6. Through use of public spaces

Kotler Example

Snaxi (Snickers advertisements on yellow taxis)

Local Example

BGC art in the city

Medical Example

St. Luke’s Global City makes use of art displays to promote National Kidney Cancer Month


7. Using Product placement

Kotler Example

Nike: does not pay to be in movies but often supplies shoes, jackets, bags, and so on. Increasingly, products and brands are being woven directly into the story.

Local Example

Pinoy love teams in movies – what is hyped about the movie is the love team, not the storyline

Medical Example

Celebrity X-deals (celebrities thank their doctors publicly for their service)


8. Marketing at the Point of Purchase

Kotler Example

Walmart jingle plays in store while consumers are shopping

Local Example

Jollibee offers to upsize or add dessert to your order as you pay

Medical Example

Dentist checks your teeth, recommends a certain toothbrush that you can purchase at clinic


9. Avoiding consumer backlash by evaluating alternate media

Kotler Example

Ads in traditionally ad-free spaces, such as schools

Local Example

Ads in relief goods

Medical Example

Ads in the doctor’s clinic


10. Through events and experiences

Kotler Example

GE Profile washer and dryer machines

Local Example

WeRunManilaNike women 10k run

Medical Example

Gandang Vicki Belo

Encarnacion MarkMan Chapter 18

Marketing

Transcript of Encarnacion MarkMan Chapter 18