MASS COMMUNICATION

Mass: considerable assemblage involving or affecting

a large number of people. Or The term mass simply implies great volume, range or number of people.

Communication: transmission of information to

elicit a response.

Mass Communication: public communication

transmitted electronically or mechanically.

FUNCTIONS
Informing: the most important function of mass communication is dissemination of information to the public primary through news media-electronic and print.

Persuading: ct of giving information in order to produce change in others.

Meeting Consumer Demand : entertainment is the most common function of mass communication

HOW MASS COMMUNICATION IS UNIQUE

CHARACTERISTICS OF MASS COMMUNICATION

Mass Medium Limited sensory channels Impersonal communication Gatekeeper

Delayed feedback

CONDITIONS FOR SUCCESSFUL MASS COMMUNICATION Understanding: the communicator himself must have clear understanding of the massage to be conveyed

Thinking: the communicator must also thoroughly think over the using of words, timing and manner of communication to make the message cognitive, attractive, and acceptable.
Consistency: there must be consistency between actions or behaviours of and the message sent by the communicator.

Follow up: to have an idea about the attitudes, feelings, reactions or understanding of the audience, the communicator is needed for arranging follow-ups.

INSTRUMENTS OF MASS COMMUNICATION Print Media: These media usually carry the message of commercial, economic or political interest to the readers or consumers at home and abroad. Audio Media: Radio is the best audio medium. Through these medium advertisements, government messages, circulars, etc. are widely spread for public consumption. Audio Visual Media: Messages sent through these media are seen as well as heard simultaneously. A television, one of the audio-visual media, is the most powerful and influential mass medium. Traditional Media: Important traditional media are theatre stage, drama stage, drumming.

PROMOTION-COMMUNICATION BY

MARKETERS THAT INFORMS, PERSUADES, AND REMINDS POTENTIAL BUYERS OF A PRODUCT IN ORDER TO INFLUENCE AN OPINION OR ELICIT A RESPONSE

3 BASIC OBJECTIVES OF PROMOTION TO PRESENT INFORMATION TO CONSUMERS AS WELL AS OTHERS TO INCREASE DEMAND TO DIFFERENTIATE A PRODUCT

GOALS AND TASKS OF PROMOTION

Informing Reminding

PLC Stages:
Introduction Early Growth Target Audience

PLC Stages:
Maturity

PLC Stages:
Growth Maturity Persuading

THE PROMOTIONAL MIX

Promotional Mix

Combination of promotion tools used to reach the target market and fulfill the organizations overall goals.
Advertising Public Relations Sales Promotion Personal Selling

ADVERTISING
Advertising is the communication relayed from companies to persuade an audience to purchase their products Advertising aims to: Make your business and product name familiar to public Create goodwill and build a favourable image

Educate and inform public

Attract customers to find out more about your product or service

PUBLIC RELATIONS
Public Relations Institute of Australia defines public relations as The deliberate, planned and sustained effort to establish and maintain mutual understanding between an organisation(or individual) and its(or their) publics. Typical public relation tools include: News creation and distribution Special events such as news conferences, grand openings Speeches and presentations Educational programs Annual reports, brochures, newsletters, magazines Community activities and sponsorships

THE FUNCTION OF PUBLIC RELATIONS

SALES PROMOTION
Sales promotion relates to short term incentives or activities that encourage the purchase or sale of a product or service Typical sales promotion activities: Consumer promotion Business promotion Trade promotion Sales force promotion

SALES PROMOTION
Free samples
Contests Premiums

End Consumers

Trade Shows
Vacation Giveaways Coupons

Company Employees

Trade Customers

PERSONAL SELLING
Planned presentation to one or more prospective buyers for the purpose of making a sale. In planning the selling element, you will need to consider the following: Size and structure of your sales team Recruiting, training, motivating and evaluating individuals and team as a whole Remuneration structure Location to be serviced Management and communication systems

Advertising Communicati on Mode Indirect and impersonal

Public Relations Usually indirect and impersonal

Sales Promotion Usually indirect and impersonal

Personal Selling Direct and face to face

Reaching Large Audience Feedback Amount

Fast

Usually fast

Fast

Slow

Little

Little

Little to moderate

Much

Sponsor Identification
Message Flexibility

YES

No

Yes

Yes

Same message to all audience

Usually no Same direct control message to varied target

Tailored to prospect

FACTORS AFFECTING PROMOTIONAL MIX

Push and Pull Strategies

PUSH STRATEGY
Manufacturer promotes to wholesaler Wholesaler promotes to retailer Retailer promotes to consumer Consumer buys from retailer

Orders to manufacturer

PULL STRATEGY
Manufacturer promotes to consumer Consumer demands product from retailer Retailer demands product from wholesaler Wholesaler demands product from manufacturer

Orders to manufacturer

THE AIDA CONCEPT

AIDA Concept
Attention Interest Desire Action
Model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message.

Factors Affecting the Choice of Promotional Mix

Nature of the product Stage in PLC

Target market factors

Type of buying decision Promotion funds Push or pull strategy

Stage in the Product Life Cycle

Sales ($)

Maturity

Introduction

Growth

Decline

Time
Light Advertising; preintroduction publicity Heavy use of Advertising; PR for awareness; sales promotion for trial Advertising, PR, brand loyalty; personal selling for distribution Ads decrease; sales promotion; personal selling; reminder & persuasive AD/PR decrease; limited sales promotion; personal selling for distribution