encarnacion markman chapter 18
TRANSCRIPT
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Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations
Lisa A. EncarnacionMD12-0091ASMPH 2017
Chapter 18
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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?
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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
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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
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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
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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)
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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
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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
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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)
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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
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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
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10. Through events and experiences
Kotler Example
GE Profile washer and dryer machines
Local Example
WeRunManilaNike women 10k run
Medical Example
Gandang Vicki Belo