This document outlines concepts for managing mass communications, including the 4 aspects of a promotional mix (public relations, advertising, sales promotions, and events/experiences) and the 5Ms of advertising (mission, money, message, media, and measurement). It discusses using each tool to maintain a business's public image, persuade audiences, and stimulate sales. The 5Ms section explores setting advertising budgets and objectives, generating appropriate messages, selecting relevant media, and measuring sales impact.

1. Powerful tools for the 21st century market TOP 10 Learning Concepts Ch 18 Managing Mass Communications Francis Benson C. Hugo March 31, 2011 http://ph.linkedin.com/in/francisbensoncabehugo

2. Outline: Managing Mass Communications 4 aspects of promotional mix (PEAS) 5Ms of Advertising 2 http://ph.linkedin.com/in/francisbensoncabehugo

6. ideas

7. services5 Mass Communications use 4 PEAS tools http://ph.linkedin.com/in/francisbensoncabehugo

9. product samples

10. premiums

11. freebies

12. contests

13. rebates6 Mass Communications use 4 PEAS tools http://ph.linkedin.com/in/francisbensoncabehugo

14. Concept 2: 7 5Ms of Advertising Message Money Mission Media Measurement http://ph.linkedin.com/in/francisbensoncabehugo

16. Focusing on the advertising objectives

17. Informative advertising – providing customers with data about product’s nature & function – to give the ad more credibility 8 5Ms of Advertising http://ph.linkedin.com/in/francisbensoncabehugo

19. Focusing on the advertising objectives

20. Persuasive advertising - appealing to consumer’s emotions & general sensibilities 9 5Ms of Advertising http://ph.linkedin.com/in/francisbensoncabehugo

22. Focusing on the advertising objectives

23. Reminder advertising - brief messages to keep a product in mind 10 5Ms of Advertising http://ph.linkedin.com/in/francisbensoncabehugo

25. Focusing on the advertising objectives

26. Reinforcement advertising - reminds consumers of a product’s continued existence and unique benefits 11 5Ms of Advertising http://ph.linkedin.com/in/francisbensoncabehugo

28. Factors to consider:

29. Setting an advertising budget

30. Market share and consumer base

31. Competition12 5Ms of Advertising http://ph.linkedin.com/in/francisbensoncabehugo

33. Factors to consider:

34. Message generation and evaluation

35. Creative development and execution

36. Legal and social issues13 5Ms of Advertising http://ph.linkedin.com/in/francisbensoncabehugo

38. Major media types:

39. Newspapers Yellow pages

40. Television Newsletters

41. Direct mail Brochures

42. Radio Telephone

43. Magazines Internet14 5Ms of Advertising http://ph.linkedin.com/in/francisbensoncabehugo

45. Sales impact of advertising15 5Ms of Advertising http://ph.linkedin.com/in/francisbensoncabehugo

47. Advertising

48. Sales Promotions

49. Events and Experiences

50. Public relations

51. 5Ms of Advertising

52. Mission

53. Money

54. Message

55. Media

56. Measurement16 Summary http://ph.linkedin.com/in/francisbensoncabehugo

57. Powerful tools for the 21st century market TOP 10 Learning Concepts Ch 18 Managing Mass Communications Francis Benson C. Hugo March 31, 2011 http://ph.linkedin.com/in/francisbensoncabehugo