Mass Communication

Mass communication & promotional strategies, Advertisement & 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

Disadvantages of mass media

Difficult to make specific to local community Fixed message Can be easily misunderstood Access often difficult Lacks feedback 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 & Gambles Advertising History

Traditional Media Choices

Yellow Pages Direct Mail Magazines

Newspapers
TV Internet Outdoor Radio

The 5 Ms of Advertising

Advertising Objectives
Informative advertising Reminder advertising Persuasive 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

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. Public Spaces - Advertisers 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 trainsaround for yearshave become a valuable way to reach working women.Street furniturebus shelters, kiosks, and public areasis another fast-growing option.

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.
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. Billboards - Billboards have been transformed and now use colorful, digitally produced graphics, backlighting, sounds, movement, and unusualeven 3Dimages.

Selecting Specific Media Vehicles

Audience Size

Media Cost

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 Reach Frequency Audience Selectivity
The cost of reaching a thousand people or households at least once

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

The number of times an individual is exposed to a message

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

Newspapers
Advantages
Year-round readership

Disadvantages Limited demographic selectivity

Little color

Geographic selectivity
Immediacy High individual market coverage Short lead time

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

Magazines
Advantages
Good reproduction Demographic selectivity Regional/local selectivity Long advertising life High pass-along rate

Disadvantages
Higher cost per contact
Long-term advertiser commitments

Slow audience build-up

Limited demonstration capabilities

Lack of urgency
Long lead time

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

Disadvantages
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 advertiser commitments Long lead times Clutter

Outdoor Media
Advantages
High exposure frequency Moderate cost Flexibility Geographic selectivity Broad, diverse market

Disadvantages
Short message Lack of demographic selectivity High noise level

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)

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. Microscheduling Maximum impact in short period of time to gain maximum impact. In launching a new product, the advertiser must choose among continuity, concentration, flighting, and pulsing. Continuity - means exposures appear evenly throughout a given period. Generally, advertisers use continuous advertising in expanding market situations, with frequently purchased items, and in tightly defined buyer categories. Concentration - calls for spending all the advertising dollars in a single period. This makes sense for products with one selling season or related holiday. 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 advertisers 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 advertisings 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, premiums, 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 users. Sales promotions often attract brand switchers, who are primarily looking for low price, good value, or premiums. 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

Sales Force

Develop the Program

Implement and Evaluate

Major Consumer Promotion Tools

Samples Coupons Cash refunds Prices off Premiums 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 support advertising, personal selling, and sales promotion for disseminating marketing communications.

Public Relations
PR is an attempt to improve a companys relationship with its publics:
Customers Employees Stockholders Community Members News Media Government

Public Relations
Promote

Monitors attitudes

Five Functions of PR
1. 2. 3. 4. 5. Press relations Product publicity Corporate communications Lobbying Counseling

Protect Image

PUBLIC RELATIONS

The Role of Public Relations

Evaluates public attitudes Identifies issues of public concern

Executes programs to gain public acceptance

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 Advertisements

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

Institutional Advertisements

Institutional advertisements are advertisements 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) advertisements 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 retailers local advertising expense for advertising the manufacturers products.

TYPES OF ADVERTISEMENTS Advertising Definition?

Two types
1) Product Advertisements
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 ADVERTISEMENTS 2) Institutional Advertisements

Purpose is a) Advocacy (state company position on a cause)

b) Pioneering (state what the company does)

c) Reminder (reinforce & promote company)

Can advertise 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

Advantages

Pros and Cons of Publicity

Disadvantages

Substantial credibility

Timing difficult or impossible to control Inaccuracy, omission, or distortion may result

News value 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 line spacing No longer than one page

 Writing a Press Release

Stick to the facts Dont use flowery language Keep it simple Avoid redundant or wasted words Beware of jargon Make sure it passes final authorisation

 Writing a Press Release

Tailor it to your audience Include important facts and key messages Put your contact 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