Professional Documents
Culture Documents
Managing
Mass Communications
What is Advertising?
Advertising is any
paid form of
nonpersonal
presentation and
promotion of ideas,
goods, or services
by an identified
sponsor.
Informative
Persuasive
Reminder
Reinforcement
Newspapers Outdoor
Television Yellow Pages
Direct mail Newsletters
Radio Brochures
Magazines Telephone
Billboard
Public Space
Product Placement
POP
Communication-Effect Research
Sales-Effect Research
Sales promotion
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.
Establish objectives
Select tools
Develop program
Evaluate results
Events and Experiences
Why Sponsor Events?
To identify with a particular target market or life style
To increase brand awareness
To create or reinforce consumer perceptions of key
brand image associations
To enhance corporate image
To create experiences and evoke feelings
To express commitment to community
To entertain key clients or reward employees
To permit merchandising or promotional
opportunities
Establish objectives
Choose events
Design programs
Measure effectiveness
Includes a variety of
programs to promote
or protect a company’s
image or individual
product
Public Relations Functions
Press relations
Product publicity
Corporate communications
Lobbying
Counseling
Publications
Events
Sponsorships
News
Speeches
Public Service Activities
Identity Media
Implementing
the Plan and Establishing
Evaluating Objectives
Result
Choosing Messages
and Vehicles