MASS COMMUNICATION

By Sarit Kumar

Four tools of mass communications

Advertising
Sales Promotion Event and experiences Public Relations

Advertising

Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor The five Ms of Advertising
Message Message generation Message evaluation And selection Message execution Social-responsibility review Media Reach, frequency, impact Major media types Specific media vehicles Media timing Geographical allocation

Mission Sales goals Advertising objectives

Money Factors to consider: Stage in PLC Market share and Consumer base Competition and clutter Advertising frequency Product substitutability

Measurement Communic -ation Impact Sales impact

Setting Advertising Objectives

These objectives should be based on past decisions about the target market, positioning, and marketing mix, which define the job that advertising must do in the total marketing program. Informative advertising is used heavily when introducing a new product category Persuasive advertising becomes more important as competition increases Advertising becomes comparative advertising, in which a company directly or indirectly compares its brand with one or more other brands. Reminder advertising is important for mature products-it keeps consumers thinking about the product.

Setting the Advertising Budget

Five specific factors to consider when setting the advertising budget Stage in the product life cycle Market share and consumer base Competition and clutter Advertising frequency Product substitutability

Common methods to set the budget for advertising

In the affordable method, the company sets the promotion budget at the level it thinks it can afford. In the percentage-of-sales method, the company sets the promotion budget at a certain percentage of current or forecasted sales. In the competitive-parity method, companies set their promotion budget to match competitors outlays The most logical budget-setting method is the objectiveand-task method. Here, the company sets its promotion budget based on what it wants to accomplish with promotion.

Developing Advertising Strategy

Advertising strategy consists of two major elements: creating advertising messages and selecting advertising media. . Any message can be presented in different execution styles. Slice of life Lifestyle Fantasy Mood or image Musical Personality symbol Technical expertise Scientific evidence Testimonial evidence or endorsement

Media planners

Media planners consider many factors when making their media choices. The target consumers. The mediums impact. The message effectiveness. Cost is another major factor The advertiser also has to choose the pattern of the ads. Continuity means scheduling ads evenly within a given period. Pulsing means scheduling ads unevenly over a given time period.

Evaluating Advertising

The advertising program should regularly evaluate both the communication effects and the sales effects of advertising One way to measure sales and profits effects of advertising is to compare past sales and profits with past advertising expenditures. Another way is through experiments such as varying the spending in different markets.

Organize Advertising Function

In small companies, advertising might be handled by some-one in the sales department. Large companies set up advertising departments whose job it is to set the advertising budget, work with the ad agency, and handle advertising not done by the agency. Advertising agencies employ specialists who can often perform advertising tasks better than the companys own staff.

Sample

Sales Promotion
Sales promotion consists of short-term incentives to encourage the purchase or sales of a product or service. Sales Promotion Objectives Consumer promotions Trade promotions Sales promotion

Sales Promotion Objectives

The main consumer promotion tools include the following ->

Sampling Coupons are certificates that give buyers savings when they purchase specified products Cash refund offers (or rebates) Price packs (also called cents-off deals) Premiums Advertising specialties, also called promotional products. Patronage rewards Point-of-purchase (POP) promotions Contests, sweepstakes, and games Trade promotion

Trade Promotion Tools

Trade promotion can persuade resellers to carry a brand, give it shelf space, promote it in advertising, and push it to consumers Many of the tools used for consumer promotions, such as contests, premiums, and displays, can also be used as trade promotions. A discount is off the list price An allowance (An advertising allowance and display allowance ) Push money-cash or gifts Free specialty advertising items

Business Promotion Tools

Business promotion tools are used to generate business leads, stimulate purchases, reward customers, and motivate salespeople. Business promotion tools include many of the same tools used for consumer or trade promotion Many companies and trade associations organize conventions and trade shows to promote their products A sales contest is a contest for salespeople or dealers to motivate them to increase their sales performance over a given period.

Public Relations

Public relations is building good relations with the companys various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events. Public relations departments may perform any of the following functions: Press relations or press agency. Product publicity. Public affairs. Lobbying. Investor relations. Development.

Discussion

How effective are the message ? Are they misleading or informative? Give example? What are the major advantage and disadvantage of major media type (TV, newspaper, direct mail, Radio, Magazines, yellow pages ,newsletters, internet etc) Give example of any of the following type of advertisement message Slice of life Lifestyle Fantasy Mood or image Musical Personality symbol Technical expertise Scientific evidence Why do a Company choose brand ambassador for their product ?