MASS COMMUNICATION

Prepared by : 

Prepared by PROF. RAJESH KUMAR (HOD-MARKETING,IBSD) (MBA IMT, GBD,SIX-SIGMA BLACK BELT CERTIFIED)

Mass Communication : 

Mass Communication Normally following terms come under Mass communication Advertising Sales Promotion Public Relation

Advertising : 

Advertising An Estimation of the market of advertising is approx $498 b. US advertising budget is approx $245b General Motors spent $3.4 b In India the advertising budget is 20000cr.

Advertising : 

Advertising Marketing management must set four important decision before taking any advertisement policy Objective Setting Budget Decision Message decision Media Decision Campaign Evaluation

Objective Setting : 

Objective Setting Objective Setting: We consider following three elements for setting objectives Informative Advertising: Telling the market about new product Suggesting new uses of the product Informing the market about any change Explaining how the product works

Objective Setting : 

Objective Setting Persuasive Advertising: Building Brand preference Persuading Customer to purchase asap Encouraging customer to use more

Reminder Advertising : 

Reminder Advertising Reminder Advertising Reminder customer that product may be needed in near future Reminder where to buy it Keeping it consumer mind In off time

Deciding Advertising Budget : 

Deciding Advertising Budget Deciding Advertising budget may depend on the following factor Stage of product Life Cycle: New brand typically need more budget in comparison with old & existing brand Market Share: It also impact the amount of advertising budget. building the market share & taking the market share from the existing company may require more budget

Message decision : 

Message decision One company can plan the message strategy by following way Develop a message: One should focus on customer benefit Creative Concept: It tells about the idea we have. The idea should be different & it should be big. By the same way it should be visualized Advertising Appeals: It contains following three parts Meaningful Believable Distinctive

Media Decision : 

Media Decision The major steps in media selection are Deciding on Reach, Frequency & Impact: Company has to decide where to reach, what is the frequency & analyze the impact of advertisement Choosing among the major media type: Following things must keep in mind Media Habits of Target Consumers Nature of the Product Cost of Media Selecting specific media vehicle: Company understand the specific media vehicle for their advertisement which can serve strongly their target audience. Like: Car/bike company may choose automobile related magazine. Deciding Advertisement Timing: Here manager search the best time for advertisement , so that it should reach the maximum customer. Like : Advertisement of Coca-Cola in summer season

Campaign Evaluation : 

Campaign Evaluation Campaign Evaluation: Advertisement deptt can analyze the situation by seeing result of following two effects Communication Effects: Is the ad communicating well Sales Effects: Is the ad increasing sales

Sales Promotion : 

Sales Promotion Sales Promotion: Mass communication technique that offers short terms incentive to encourage the purchase & sales of the product or service Reason of Rapid Growth in sales Promotion: Managers are facing tremendous pressure to increase the current sales of product Companies face more competition Consumers have became more deal oriented

Sales Promotion : 

Sales Promotion Major Sales Promotion Tools: There are following two types of sales promotional tools Consumer Promotion Tools Business promotion Tools

Sales Promotion : 

Sales Promotion Consumer Promotion Tools: There are following major activity comes under sales promotion Sample: It is most effective, but expensive too. Company provide free sample to the customer Sample pack of surf Excel Coupons: It is kind of certificate that has been issued along with the product for buying any specified product Like: Coupon inside the magazine to bye that product Cash Refunds: Customer purchase the goods of certain value & show the manufacturer & cheque send to the customer via mail

Sales Promotion : 

Sales Promotion Price packs( Cent of deals): This is the offers to consumer to buy goods from same rate but increased the quantity of the product. Like buy two in single price Premiums: These are the goods offer either free or at very less price after purchased certain goods. Like: 2kg sugar free with 10 kg shaktibhog flour Advertising Specialties: These are the items given to the customer free with the certain product having advertise their brand on it. Like: T-shirt, Pen, Key Ring etc.

Sales Promotion : 

Sales Promotion Patronage Rewards: These are the rewards offer once in year or after certain period to those customer who use it regularly. Like: Reduce bill from Reliance Contests & Games: Company give the chance to consumer to win something, such as cash, trips or goods etc.

Business Promotion Tools : 

Business Promotion Tools Business promotion tools: Companies spending billions of dollars for promotion of their industrial goods. Its objectives are Generate Business Leads Stimulate Purchase Reward Customer Motivate Salespeople

Business Promotion Tools : 

Business Promotion Tools Main Tools for the Business Promotion Conventions/Trade Show: Many Companies & trade association organize big trade show. It is the finest platform for Companies to promote themselves. Like: Trade fair in Pragati Maidan Sales Contests: It is kind of contest for salespeople or dealer to motivate them to increase the sales. It can be done by following way Recognize them by giving Cash, Trips & other Awards

Public Relation : 

Public Relation Public Relations: Building good relation with the company’s various publics by obtaining favorable publicity, building up good corporate image & Handling unfavorable rumors, Story & Events.

Function of Public Relation : 

Function of Public Relation Function of Public Relation: It performs almost all following function Press Relation: Creating & placing important information in the news & attract the target audience Product Publicity: Publicizing specific Product

Function of Public Relation : 

Function of Public Relation Corporate Communication: Building & maintaining national or local understanding through internal or external Counseling: Here people of the deptt advising management about company position & image of the product. On the other hand some people do it for taking favor.