Beruflich Dokumente
Kultur Dokumente
Managing Mass
Communications
Advantages Disadvantages
• Detailed product • Passive medium
information • Clutter
• Ability to • Unable to
communicate user demonstrate
imagery product use
• Flexibility
• Ability to segment
• Target audience
and media habits
• Product
characteristics
• Message
characteristics
• Cost
• Newspapers • Outdoor
• Television • Yellow Pages
• Direct mail • Newsletters
• Radio • Brochures
• Magazines • Telephone
• Internet
• Circulation
• Audience
• Effective audience
• Effective ad-exposed audience
Consumer- Trade-promotion
promotion • Price offs
• Samples • Allowances
• Coupons • Free goods
• Cash refund offers • Sales contests
• Price offs • Spiffs
• Premiums • Trade shows
• Prizes • Specialty
• Patronage rewards advertising
• Free trials
• Tie-in promotions
Advertising Vs. Promotion
Establish objectives
Select tools
Develop program
Evaluate results
• Establish objectives:
• MPR can build awareness by placing stories in
the media to bring attention to a product, service,
person, organization, or idea
• It can build credibility by communicating the
message in an editorial context
• It can help boost sales force and dealer
enthusiasm with stories about a new product
before it is launched.
• It can hold down promotion cost because MPR
costs less than directmail and media advertising
Major Tools in Marketing PR
• Publications
• Events
• Sponsorships
• News
• Speeches
• Public Service
Activities
• Identity Media
• Choose messages:
• MPR practitioner should propose
newsworthy events the college could
sponsor.
• Each event and activity is an opportunity to
develop a multitude of stories directed at
different audiences. A good PR campaign
will engage the public from a variety of
angles.
• Choose vehicles
• Implement
• Evaluate results