1
Managing MASS & PERSONAL Communications
Aileen ViadoAteneo Graduate School of Business
Communicating Value
http://aiviado.blogspot.com
Outline:
Mass & Personal Communications
1. Advertising2. Sales Promotions3. Events and Experiences4. Public Relations5. Direct Marketing6. Interactive Marketing7. Word of Mouth 8. Personal Selling
http://aiviado.blogspot.com
Any paid form of nonpersonal presentation and promotion
– Ideas– Goods– Services
What is Advertising?
http://aiviado.blogspot.com
Step 1: Set Advertising Objectives
Informative Persuasive
Reminder Reinforcement
http://aiviado.blogspot.com
Stage in the product life cycle
Market Share and Consumer Base
Competition and Clutter
Advertising Frequency
Products Substitutability
Step 2: Establish a budget
http://aiviado.blogspot.com
Message Generation &
Evaluation
Creative Development
Legal & Social Issues
Step 3: Choose the message and creative strategy
http://aiviado.blogspot.com
• Broad Spectrum of Consumers• Low cost per exposure• Demonstrate product use• Portray image and brand personality
Television Ads
http://aiviado.blogspot.com
• Brief• Clutter• High Cost of Production• High Cost of Placement• Lack of attention by
viewers
Television Ads
http://aiviado.blogspot.com
Print Ads
• Detailed Product Information
• Communicate user & usage imagery
• Flexibility
• Ability to segment
http://aiviado.blogspot.com
Step 4: Decide on the media
Reach Frequency Impact
Total Number of Exposures
Weighted Number of Exposures
http://aiviado.blogspot.com
Step 4: Decide on the media
Target audience media habits
Product characteristics
Message characteristics Cost
http://aiviado.blogspot.com
Share of Market
Share of Mind & Heart
Share of Voice
Share of Expenditures
Step 5: Evaluate Communication & Sales Effects
http://aiviado.blogspot.com
Outline:
Mass & Personal Communications
1. Advertising2. Sales Promotions3. Events and Experiences4. Public Relations5. Direct Marketing6. Interactive Marketing7. Word of Mouth 8. Personal Selling
http://aiviado.blogspot.com
• Collection of Incentives Tools
• Short Term
• Designed to stimulate quicker or greater purchase by consumer
What is Sales Promotions?
http://aiviado.blogspot.com
Consumer Promotion
Trade Promotion
Business & Sales
Promotion
Sales Promotion Tools
http://aiviado.blogspot.com
Establish Objectives
Select the Tools
Develop the
Program
Pretest the Program
Implement & Control
Evaluate the Results
Using Sales Promotions
http://aiviado.blogspot.com
Outline:
Mass & Personal Communications
1. Advertising2. Sales Promotions3. Events and Experiences4. Public Relations5. Direct Marketing6. Interactive Marketing7. Word of Mouth 8. Personal Selling
http://aiviado.blogspot.com
• Means to become part of special and personal moments in consumers’ lives
• Can broaden and deepen relationship
Events and Experiences
http://aiviado.blogspot.com
Establish Objectives Choose Events Design Programs
Measure Effectiveness
Using Sponsored Events
http://aiviado.blogspot.com
Outline:
Mass & Personal Communications
1. Advertising2. Sales Promotions3. Events and Experiences4. Public Relations5. Direct Marketing6. Interactive Marketing7. Word of Mouth 8. Personal Selling
http://aiviado.blogspot.com
Variety of Programs that promotes and protects
• Company image• Individual products
Public Relations
http://aiviado.blogspot.com
Press Relations Product Publicity Corporate Communications
Lobbying Counseling
Functions
http://aiviado.blogspot.com
Publications Events News
Speeches Public Service Activities
Identity Media
Main Tools of PR
http://aiviado.blogspot.com
Outline:
Mass & Personal Communications
1. Advertising2. Sales Promotions3. Events and Experiences4. Public Relations5. Direct Marketing6. Interactive Marketing7. Word of Mouth 8. Personal Selling
http://aiviado.blogspot.com
• Use of consumer direct channels to reach and deliver goods & services
• Do not use market middlemen
• Interactive marketing system
Direct Marketing
http://aiviado.blogspot.com
Objectives Target Markets Offers
PricesTesting and Establishing Measures
Planning Direct Marketing Campaigns
http://aiviado.blogspot.com
Direct Marketing
Face-to-face Selling
Direct Mail
Catalog Marketing
Telemarketing
Interactive TV
Kiosks
Websites
Mobile Devices
Major Channels
http://aiviado.blogspot.com
Outline:
Mass & Personal Communications
1. Advertising2. Sales Promotions3. Events and Experiences4. Public Relations5. Direct Marketing6. Interactive Marketing7. Word of Mouth 8. Personal Selling
http://aiviado.blogspot.com
• Tailored messages possible• Easy to track responsiveness• Contextual ad placement possible• Search engine advertising possible• Subject to click fraud• Consumers develop selective attention
Interactive Marketing
http://aiviado.blogspot.com
Outline:
Mass & Personal Communications
1. Advertising2. Sales Promotions3. Events and Experiences4. Public Relations5. Direct Marketing6. Interactive Marketing7. Word of Mouth 8. Personal Selling
http://aiviado.blogspot.com
• Find ways to engage customers
• Customers will choose to talk with others about the products, services, brands
Word of Mouth Marketing
http://aiviado.blogspot.com
Outline:
Mass & Personal Communications
1. Advertising2. Sales Promotions3. Events and Experiences4. Public Relations5. Direct Marketing6. Interactive Marketing7. Word of Mouth 8. Personal Selling
http://aiviado.blogspot.com
Sales Representatives
Deliverer Order Taker Missionary
Technician Demand Creator
Solution Vendor
http://aiviado.blogspot.com
• Prospecting• Targeting• Communicating• Selling• Servicing• Information Gathering• Allocating
Sales Tasks
http://aiviado.blogspot.com
Recruitment & Selection Training Supervision Motivation Evaluation
Managing the Sales Force
http://aiviado.blogspot.com
My Conclusion:
There are many mass communication tools to choose from especially in today’s environment.
Personalize marketing can have more impact.
http://aiviado.blogspot.com
45
Managing MASS & PERSONAL Communications
Aileen ViadoAteneo Graduate School of Business
Communicating Value
ph.linkedin.com/in/aileenviadohttp://aiviado.blogspot.com