Mass Communication 1j3a69

Mass Communication Mass communication & promotional strategies, ment & publicity,Press releases,media Mix,Public relations,News letters

Mass Communication Mass communication occurs when extremely large groups receive information, like a television audience watching a news broadcast, as well as the intermittent commercial advertising. Communication through mass media like books , journals , TV , newspapers etc..

Characteristics

Large reach This communication reach audience scattered over a wide geographical area. Impersonality Largely impersonal as the participants are unknown to each other. Presence of a gatekeeper Mass communication needs additional persons , institutions to convey message from sender to receiver.

Types of mass media • Radio • TV • Newspapers and large circulation magazines • Billboards • People • Internet

Advantages of mass media

• Reaches many people quickly • Low cost per person reached

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Disadvantages of mass media Difficult to make specific to local community Fixed message Can be easily misunderstood Access often difficult Lacks F to F

MM is less appropriate for:

– Changing behaviours rooted in culture or reinforced by social norms – Developing skills of informed decision making – Promoting empowerment – Learning practical skills

Type of mass media opportunities • • • • • • • • •

news and features magazine programmes drama documentaries quizzes chat shows announcements jingles advertising

Activity 1: • Decide which mass media you want to use, and how • Decide what key point from your research you want to use as the main message for your media activity • Decide how to sell that idea to the editor/producer • Prepare a 5-minute presentation that will convince the editor to work with you on this

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

What is Advertising? Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

Procter & Gamble’s Advertising History

Traditional Media Choices  Yellow Pages Direct Mail Magazines

Newspapers TV Internet Outdoor Radio

The 5 Ms of Advertising

Advertising Objectives Informative advertising

Persuasive advertising

Reminder advertising

Reinforcement advertising

Advertising Objectives Persuade

Inform

Reinforce

Remind

Media Decisions and Measurement Reach, Frequency, Impact Media Type

Media Vehicles

Media Timing Geographical Media Allocation

Reach, Frequency, and Impact

Reach

Frequency Impact

• Reach (R). The number of different persons or households exposed to a particular media schedule at least once during a specified time period • • Frequency (F). The number of times within the specified time period that an average person or household is exposed to the message • • Impact (I). The qualitative value of an exposure through a given medium (thus a food ad will have a higher impact in Good Housekeeping than in Fortune magazine)

Alternate Advertising Media Public Spaces

Product Placement

Point of Purchase

Billboards

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Place advertising, or out-of-home advertising, is a broad category including many creative and unexpected forms to grab consumers’ attention. The rationale is that marketers are better off reaching people where they work, play, and, of course, shop. Popular options include billboards, public spaces, product placement, and point of purchase.

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Public Spaces - rs have been increasingly placing ads in unconventional places such as on movie screens, on airplanes, and in fitness clubs, as well as in classrooms, sports arenas, office and hotel elevators, and other public places.33 Billboard-type poster ads are showing up everywhere. Transit ads on buses, subways, and commuter trains—around for years—have become a valuable way to reach working women.“Street furniture”—bus shelters, kiosks, and public areas—is another fast-growing option.

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Product Placement - Marketers pay product placement fees of $100,000 to as much as $500,000 so their products will make cameo appearances in movies and on television. Sometimes placements are the result of a larger network advertising deal, but other times they are the work of small product-placement shops that maintain ties with prop masters, set designers, and production executives.

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Point of Purchase (P-O-P) - The appeal of point-of-purchase advertising lies in the fact that in many product categories consumers make the bulk of their final brand decisions in the store, 74 percent according to one study. There are many ways to communicate with consumers at the point of purchase: instore advertising includes ads on shopping carts, cart straps, aisles, and shelves, as well as promotion options such as in-store demonstrations, live sampling, and instant coupon machines.

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Billboards - Billboards have been transformed and now use colorful, digitally produced graphics, backlighting, sounds, movement, and unusual—even 3D—images.

Selecting Specific Media Vehicles

Media Cost

Audience Size

Composition

• In selecting a media vehicle the planner must know the size of a media vehicles audience (readers, viewers, listeners, etc), the composition of the audience, and the cost of the media.

• For a pet food marketer, reaching a large audience (size) is only beneficial if a large enough number of the audience are pet owners (composition). The cost to reach the audience, through a specific media vehicle must be weighed against other media vehicles.

Selecting the Right Advertising Media Cost per thousand

The cost of reaching a thousand people or households at least once

Reach

The number of different people exposed to an ment at least once

Frequency

The number of times an individual is exposed to a message

Audience Selectivity

The ability of an advertising medium to reach a precisely defined market.

Newspapers Advantages

Disadvantages

 Year-round readership

 Limited demographic selectivity

 Geographic selectivity  Immediacy  High individual market coverage  Short lead time

 Little color

 May be expensive  Low -along rate  Clutter  Mass market medium

Magazines Advantages

Disadvantages

 Good reproduction

 Higher cost per

 Demographic selectivity

 Long-term r commitments

 Regional/local selectivity

 Slow audience build-up

 Long advertising life

 Limited demonstration capabilities

 High -along rate

 Lack of urgency  Long lead time

Radio Disadvantages

Advantages  Selectivity and  audience segmentation   Immediate and portable   Geographic flexibility  Entertainment carryover  Short-term ad commitments

No visual treatment Short advertising life

High frequency to generate retention

 Commercial clutter

 Background distractions

Television Advantages  Wide, diverse audience  Low cost per thousand  Creative and demonstrative  Immediacy of messages  Entertainment carryover  Demographic selectivity with cable

Disadvantages  Short life of message  Expensive with high campaign cost  Little demographic selectivity with network  Long-term r commitments  Long lead times  Clutter

Outdoor Media Advantages  High exposure frequency

Disadvantages  Short message

 Moderate cost

 Lack of demographic selectivity

 Flexibility

 High “noise” level

 Geographic selectivity  Broad, diverse market

Internet Advantages  Fast growing

Disadvantages  Difficult to measure ad effectiveness and ROI

 Ability to reach narrow  Ad exposure relies on target audience “click through”  Short lead time  Not all consumers  Moderate cost have access to internet

Media Timing and Allocation Macroscheduling (seasons/business cycle)

Microscheduling (short term)

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Macroscheduling – Relates to seasons and the business cycle. If, for example, 70% of product sales occur during the summer, the firm can vary its ad spending to follow the season pattern.

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Microscheduling – Maximum impact in short period of time to gain maximum impact.

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In launching a new product, the r must choose among continuity, concentration, flighting, and pulsing.

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Continuity - means exposures appear evenly throughout a given period. Generally, rs use continuous advertising in expanding market situations, with frequently purchased items, and in tightly defined buyer categories.

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Concentration - calls for spending all the advertising dollars in a single period. This makes sense for products with one selling season or related holiday.

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Flighting calls for advertising during a period, followed by a period with no advertising, followed by a second period of advertising activity. It is useful when funding is limited, the purchase cycle is relatively infrequent, or items are seasonal.

Evaluating Advertising Effectiveness Copy Testing (pretest, post-test)

Sales-effects

• Communication-effect research, called copy testing, seeks to determine whether an ad is communicating effectively. Marketers should perform this test both before an ad is put into media (pre-test) and after it is printed or broadcast (posttest). • Many rs use posttests to assess the overall impact of a completed campaign. If a company hoped to increase brand awareness from 20 percent to 50 percent and succeeded in increasing it to only 30 percent, then the company is not spending enough, its ads are poor, or it has overlooked some other factor. • Sales-effect Research - What sales are generated by an ad that increases brand awareness by 20 percent and brand preference by 10 percent? The fewer or more controllable other factors such as features and price are, the easier it is to measure advertising’s effect on sales. The sales • impact is easiest to measure in direct marketing situations and hardest in brand or corporate image-building advertising.

Sales Promotion Short term

Stimulate Sales

• Sales promotion, a key ingredient in marketing campaigns, consists of a collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade. • Whereas advertising offers a reason to buy, sales promotion offers an incentive. Sales promotion includes tools for consumer promotion (samples, coupons, cash refund offers, prices off, s, prizes, patronage rewards, free trials, warranties, tie-in promotions, cross-promotions, point-ofpurchase displays, and demonstrations), trade promotion (prices off, advertising and display allowances, and free goods), and business and sales force promotion (trade shows and conventions, contests for sales reps, and specialty advertising).

Objectives Product trial

Increase repurchase

Reward Brand switching

• Sales promotion tools vary in their specific objectives. • A free sample stimulates consumer trial, • whereas a free management-advisory service aims at cementing a long-term relationship with a retailer. Sellers use incentive-type promotions to attract new triers, to reward loyal customers, and to increase the repurchase rates of occasional s. • Sales promotions often attract brand switchers, who are primarily looking for low price, good value, or s. If some of them would not have otherwise tried the brand, promotion can yield long-term increases in market share.

Major Sales Promotion Decisions Objectives

Consumer

Trade

Develop the Program

Implement and Evaluate

Sales Force

Major Consumer Promotion Tools • • • • • •

Samples Coupons Cash refunds Prices off s Prizes

• • • • • •

Loyalty rewards Free trials Tie-in promotions Cross-promotions Point-of-purchase displays Demonstrations

Major Trade Promotion Tools • • • •

Price off Advertising allowances Display allowances Free goods

Major Tools in Marketing PR • • • • • • •

Publications Events Sponsorships News Speeches Public Service Activities Identity Media

Public Relations • Public Relations (PR): – Often used as a complement to advertising, personal selling, and sales promotion for disseminating marketing communications.

Public Relations • PR is an attempt to improve a company’s relationship with its publics: – – – – – –

Customers Employees Stockholders Community News Media Government

Public Relations Promote

Monitors attitudes

Five Functions of PR

Protect Image

1. 2. 3. 4. 5.

Press relations Product publicity Corporate communications Lobbying Counseling

PUBLIC RELATIONS

The Role of Public Relations

Executes programs to gain public acceptance

Evaluates public attitudes Identifies issues of public concern

FUNCTIONS OF PUBLIC RELATIONS Press Relations Product Publicity Corporate Communication Public Affairs Lobbying Employee and Investor Relations Crisis Management

Marketing Public Relations (MPR) Publicity Launch new products Repositioning a mature product Building interest in a product category Influencing specific target groups Manage brand crisis Build corporate image

Advertising

Advertising is any impersonal, oneway mass communication about a product or organization that is paid for by a marketer.

Product ments

Product ments are ments that focus on selling a specific good or service the company offers.

Institutional ments

Institutional ments are ments designed to build goodwill and an image for an organization without focusing on any one product the company makes.

Infomercials

Infomercials are program-length (30-minute) ments that take an educational approach to communication with potential customers.

Product Placement

Product placement is a sales promotion tool that uses a brand-name product in a movie, television show, video, or a commercial for another product.

Cooperative Advertising

Cooperative advertising consists of advertising programs by which a manufacturer pays a percentage of the retailer’s local advertising expense for advertising the manufacturer’s products.

TYPES OF MENTS • Advertising – Definition?

Two types 1) Product ments Purpose is a) Pioneering (informational)

b) Competitive (compare to others) c) Reminder (refresh memory & validate usage)

Dial Soap What is the type and purpose of this ad?

TYPES OF MENTS 2) Institutional ments Purpose is a) Advocacy (state company position on a cause)

b) Pioneering (state what the company does) c) Reminder (reinforce & promote company)

Can a company or an entire industry

The Wall Street Journal What is the type and purpose of this ad?

Got Milk? What is the type and purpose of this ad?

Publicity • Publicity: – The generation of information by a company to the news media; has a narrower focus than public relations.

• The Primary Publicity Techniques Are: – News Releases – Press Conferences – Feature Articles in the Business Press

Publicity versus Public Relations Publicity: The generation of news about a person, product, or service that appears in the media A short-term strategy A subset of public relations Not always positive

Often originates outside the firm

A Response to Negative Publicity

Pros and Cons of Publicity

Advantages

Disadvantages

Substantial credibility

Timing difficult or impossible to control

News value

Inaccuracy, omission, or distortion may result

Significant word-ofmouth Perception of endorsement by media

Definitions of Public Relations and Publicity  Public relations include all the activities that a hospitality and travel organization uses to maintain or improve its relationship with other organizations and individuals.

 Publicity is a public relations technique, which involves non-paid communication of information about an organization's services.

Public Relations and Publicity Techniques

Three distinct categories of techniques: 1. Continuous public relations activities 2. Pre-planned, short-term activities 3. Unpredictable, short-term activities

Public Relations and Publicity Techniques 1. Continuous public relations activities: a. Local community involvement b. Industry community involvement c. Newsletters, newspapers, and company magazines d. Employee relations e. Media relations

Public Relations and Publicity Techniques 1. Continuous public relations activities: f. Media kits and photography g. Shareholder, owner, and financial community relations h. Relations with hospitality and travel schools

Public Relations and Publicity Techniques 2. Pre-planned, short-term activities: a. News or press releases b. News or press conferences c. Ceremonies, openings, and events d. Announcements e. Feature stories f. Press and trade seminars g. Marketing research

Public Relations and Publicity Techniques 3. Unpredictable, short-term activities: a. Handling negative publicity b. Media interviews

Steps Involved in Establishing Good Media Relations  Always provide honest, factual information.  Do not show favoritism toward any individual stations, newspapers, or magazines.  Give news releases to all the media at the same time.

• Writing a Press Release • Structure it with a beginning, middle and end • Beginning – introduces the topic • Middle – elaborates with facts and quotes • End – summarises and ends on strong note • Is it news worthy?

• Writing a Press Release • First sentence should grab the reader (5W and H – who, what, where, when, why, how) • Put the date at the top • Use a strong headline • Size 12 font with 1 ½ line spacing • No longer than one page

• Writing a Press Release • • • • • •

Stick to the facts Don’t use flowery language Keep it simple Avoid redundant or wasted words Beware of jargon Make sure it es final authorisation

• Writing a Press Release • Tailor it to your audience • Include important facts and key messages • Put your details at the bottom • Check your spelling, grammar and content • Do you have an image to go with it? • Follow it up with the media