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Ch. 20 Managing Mass Communications - Coggle Diagram

- - - - Decide on Duration
      - Choose Distribution Cehivle
      - Establish Conditions
      - Establish Timing
      - Determine Size
      - Determine the Total Sale Promotion Budget
    - - Consumer Promotion
        
        Manufacturer
        
        Trade Pomotion
        
        Retailer
      - Trade Promotion
      - Business and Sales Force Promotion
    - - Consumer
      - Retailer
      - Sales Force
- - - - The Five Ms
        
        Media - What media should we use?
        
        Money - How much can we spend & How do we allocate spending across media types?
        
        Measurement - How should we evaluate the results?
        
        Mission - What are the objectives?
        
        Message - What should the ad campaign say?
    - - Inform
      - Persuade
      - Remind
      - Endorse
    - - Factors Affecting Budget Decisions
        
        Competition and Clutter - a market with several competitors will require high budget to compete, even indirect competition creates clutter and needs heavier advertising
        
        Advertising Frequency - number of repetitions needed to get the brand's message across impact budget
        
        Market Share and Consumer Base - high market share brands usually require less advertising expenditure, building share of market size requires higher budget
        
        Product Substitutability - brands in less differentiated markets require heavy advertising to establish unique image
        
        Stage in the Product Life Cycle - new products usually need bigger budgets, established brands usually are supported by lower budgets
  - - - Print Ads
        
        Picture > Headline > Copy
        
        Magazines & Newspapers can be digested as the reader's own pace.
      - Radio Ads
      - TV Ads