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CH 18. MANAGING MASS COMMUNICATIONS
LOURDES TAN12 May 2010
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Managing Mass Media
• Steps in developing an advertising programs• 5 M’s• Sales Promos• Events and Experiences• Public Relations
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1. 5 M’S OF ADVERTISING
• Concept:
MISSION MONEY
MESSAGE
MEDIA
MEASUREMENT
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• Kotler: Geico testimonials• Local: Tide, Olay testimonials• Medical application:– Belo testimonials– Herbal remedies testimonial
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2. MISSION: “THE GOAL”
• Concept: Informative, Persuasive, Reminder, Reinforcement
• Kotler: Jacko is to Energizer• Local: Manny is to Vit-Water • RP Medical Application:– Maxene is to Cervarix– John Lloyd to Biogesic
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3. MONEY: “THE BUDGET”
• Concept: Stage in product life, market share, competition
• Kotler: (Those with higher competition, advertise more)
• Local: Bench, Penshoppe• RP Medical Application:– Pharma: Mercury drug, Generics Pharmacy
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4. MESSAGE: “THE CAMPAIGN”
• Concept: Advertising message and creative strategy
• Kotler: (Ads where you are in it)• Local: GMA “Where you belong”• RP Medical Application: – Medical City “Patient at center Stage”
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5. MEDIA: “THE MEDIA”
• Concept: Vehicle• Kotler: Interactive BBC Billboard• Local: Globe Tattoo interactive billboard• RP Medical Application:– Real Beauty, Dove campaign– Ponds Diaries, series commercial
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6. MEASUREMENT: “EVALUATING EFFECTIVENESS”
• Concept: Communication effect research• Kotler: (Consumer feedback method)• Local: Globe, Smart• RP Medical Application:– The Medical City
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7. SALES PROMOTIONS
• Concept: Consumer promotion tools• Kotler: Patronage Awards• Local: Powerbooks Card, Coffee Bean Swirl
Card • RP Medical Application:– TMC Plus card– Mercury Drug Suki Card
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8. SPONSORING EVENTS
• Concept: Identify with target market
• Kotler: Old Spice is to college sports
• Local: PAL Mabuhay Milers is to golf tournaments
• RP Medical Application:- Unilab Greenfields Sunset Run- Unilab at APMC
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9. CUSTOMER EXPERIENCE MANAGEMENT
• Concept: Experiential marketing, education
• Kotler: M & M’s World, NYC• Local: Honda Motorbikes, Petron
Fulltank Xtra Challenge• RP Medical Application:– Hospital tours in Medical City
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10. PUBLIC RELATIONS AND PUBLICITY
• Concept: To reach to the audience• Kotler: Richard Branson• Local: Manny Pacquiao• RP Medical Application: – Dr. Bengzon– Dr. Vicky Belo
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In mass media, it’s crucial to follow the 5M’s for effective advertising.
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CH 18. MANAGING MASS COMMUNICATIONS
LOURDES TAN12 May 2010