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Managing Mass Communications - Coggle Diagram
Managing Mass Communications
Advertising Program
Set Objective
Informative
Persuasive
Reminder
Reinforcement
Budget
Stage in product life cycle
market share & consumer base
Competition & clutter
Advertising frequency
Product substituability
Advertising Campaign
Message generation & evaluation
Creative development & execution
Legal & social issues
Choosing Media
Reach, frequency, & impact
Choosing among major media types
Place advertising options
Evaluating alternate media
Selecting specific media vehicles
Selecting media timing & allocation
Evaluating Advertising Effectiveness
Communication-effect research
Sales-effect research
Sales Promotion
Major Decisions
Establishing Objective
For consumers
For Retailers
Selecting Consumer Promotion Tools
Selecting Trade Promotion Tools
Selecting Business & sales Force Promotion Tools
Developing the Program
Implementing & Evaluating the Program
Events & Experiences
Sponsorship Decisions
Choosing Events
Desiging Sponsorship Programs
Measuring Sponsorship Activities
Public Relations
Press Relations
Product Publicity
Corporate Communications
Lobbying
Counseling