Markma report

1

Managing MASS & PERSONAL Communications

Jason AnasariasMay BonifacioAileen ViadoAteneo Graduate School of Business

Communicating Value

http://aiviado.blogspot.com - http://maybonifacio.blog.com - http://jasonanasarias.blogspot.com

Outline:

Communicating Value

1. Role of Marketing Communications2. Finding the Right Communications Mix3. Selecting the Communications Channels4. Mass Communications5. Personal Communications6. Integrated Marketing

Communications

http://aiviado.blogspot.com

• The means by which firms

… about the products and brands they sell

Marketing Communications is …

inform persuade remind

Why is marketing communications important …?

Outline:

Communicating Value


Communications


Eight Major Modes of Communication

Getting the right communications mix is the key

Marketing Communication

Mix

Advertising

Sales Promotion

Events and Experiences

Public Relations

Direct Marketing

Interactive Marketing

Word-of-mouth

Personal selling

Mass Communication vs. Personal Communications

Choosing the right level of interaction with customer

Personal sellingSales promotionTelemarketingBlogsSocial Media

AdvertisingCatalogsCouponsEmail marketingPublic relations

Inte

ract

ive

Passiv

e

Outline:

Communicating Value


Communications


8 Steps in Developing Effective Communications:

Mass vs Personal Communications?

Outline:

Mass & Personal Communications


Communications


Outline:


1. Advertising2. Sales Promotions3. Events and Experiences4. Public Relations5. Direct Marketing6. Interactive Marketing7. Word of Mouth 8. Personal Selling


Any paid form of nonpersonal presentation and promotion

– Ideas– Goods– Services

What is Advertising?


Always Identify the target market and buyer motives


Step 1: Set Advertising Objectives

Informative Persuasive

Reminder Reinforcement


Stage in the product life cycle

Market Share and Consumer Base

Competition and Clutter

Advertising Frequency

Products Substitutability

Step 2: Establish a budget


Message Generation &

Evaluation

Creative Development

Legal & Social Issues

Step 3: Choose the message and creative strategy


• Broad Spectrum of Consumers• Low cost per exposure• Demonstrate product use• Portray image and brand personality

Television Ads


• Brief• Clutter• High Cost of Production• High Cost of Placement• Lack of attention by

viewers

Television Ads


Print Ads

• Detailed Product Information

• Communicate user & usage imagery

• Flexibility

• Ability to segment


Print Ads

• Passive medium• Clutter• Unable to demonstrate product use


Radio Ads

• Pervasive medium• Flexibility• Inexpensive• Quick response


Radio Ads

• Lack of visual images

• Passive nature of the consumer


Step 4: Decide on the media

Reach Frequency Impact

Total Number of Exposures

Weighted Number of Exposures


Step 4: Decide on the media

Target audience media habits

Product characteristics

Message characteristics Cost


Share of Market

Share of Mind & Heart

Share of Voice

Share of Expenditures

Step 5: Evaluate Communication & Sales Effects


Outline:




• Collection of Incentives Tools

• Short Term

• Designed to stimulate quicker or greater purchase by consumer

What is Sales Promotions?


Consumer Promotion

Trade Promotion

Business & Sales

Promotion

Sales Promotion Tools


Establish Objectives

Select the Tools

Develop the

Program

Pretest the Program

Implement & Control

Evaluate the Results

Using Sales Promotions


Outline:




• Means to become part of special and personal moments in consumers’ lives

• Can broaden and deepen relationship

Events and Experiences


Establish Objectives Choose Events Design Programs

Measure Effectiveness

Using Sponsored Events


Outline:




Variety of Programs that promotes and protects

• Company image• Individual products

Public Relations


Press Relations Product Publicity Corporate Communications

Lobbying Counseling

Functions


Publications Events News

Speeches Public Service Activities

Identity Media

Main Tools of PR


Outline:




Recruiting

Selecting

Training

Supervising

But first, MANPOWER!


http://www.google.com.ph/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=anERKF_lF-UyWM&tbnid=K86w41p6X2WfMM:&ved=0CAcQjRw&url=http://www.danielahaviel.com/en/?attachment_id=18&ei=raIrVJO7IpKgugTyyYLwBg&bvm=bv.76477589,d.c2E&psig=AFQjCNG3orDJWA3dbzAkZzXM74B2HjdJOQ&ust=1412232232320325

Supervising:Managing productivity

1. Effective prospecting– At LEAST 1o new, qualified prospects per day


2. Motivating – intrinsic vs. extrinsic rewards

3. Evaluating– Sales reports, personal observation, customer

surveys, intergroup evaluation

Supervising:Managing productivity


Wider market reachDemassificationCompetition invisibilityFaster evaluation of marketing efforts

Outline:

Direct MarketingBe in the right place, at the right time


Direct Mail Catalog Marketing

Telemarketing

Direct MarketingChannels


• Advantages– Build and tap online communities (thru websites,

search ads, display ads, email, and mobile marketing

– Internet advertising placements

• Disadvantages– Internet hacking– Blocking

Interactive Marketing


• used by consumers to talk about brands, publications, TV shows, events, etc

• Positive = organic with little advertising

Good to know: Word of Mouth


Social Media• Online Communities and Forums

• Blogs Social Media

Word of mouth: How…


Personal Selling: THE sales cycle


Prospecting Pre-approach Presentation Objections Closing Follow up

Most companies use a mix of mass and personal communications strategy to push their products an services.

Why Integrated Marketing Communications …. ?


Why Integrated Marketing Communications …. ?

Integrating marketing communications efforts to achieve maximum effect


Conclusion:

There are many mass communication tools to choose from especially in today’s environment.

Personalized marketing can have more impact.


51

Managing MASS & PERSONAL Communications

Jason AnasariasMay BonifacioAileen ViadoAteneo Graduate School of Business

Communicating Value
