This document outlines the key steps in developing an advertising program, including the 5 M's of advertising - Message, Mission, Money, Measurement, and Media. It provides examples for each concept from international brands like Kotler as well as local Philippine brands. The 5 M's framework is used to develop advertising campaigns that are informative, persuasive, and reinforce brand messaging. Measurement of communication effectiveness is also important. Other mass communication strategies discussed include sales promotions, sponsoring events, customer experience management, and public relations.
2. Managing Mass Media Steps in developing an advertising programs 5 M’s Sales Promos Events and Experiences Public Relations
3. 1. 5 M’S OF ADVERTISING Concept: MESSAGE MISSION MONEY MEASUREMENT MEDIA
4. Kotler: Geico testimonials Local: Tide, Olay testimonials Medical application: Belo testimonials Herbal remedies testimonial
5. 2. MISSION: “THE GOAL” Concept: Informative, Persuasive, Reminder, Reinforcement Kotler: Jacko is to Energizer Local: Manny is to Vit-Water RP Medical Application: Maxene is to Cervarix John Lloyd to Biogesic
6. 3. MONEY: “THE BUDGET” Concept: Stage in product life, market share, competition Kotler: (Those with higher competition, advertise more) Local: Bench, Penshoppe RP Medical Application: Pharma: Mercury drug, Generics Pharmacy
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8. 5. MEDIA: “THE MEDIA” Concept: Vehicle Kotler: Interactive BBC Billboard Local: Globe Tattoo interactive billboard RP Medical Application: Real Beauty, Dove campaign Ponds Diaries, series commercial
9. 6. MEASUREMENT: “EVALUATING EFFECTIVENESS” Concept: Communication effect research Kotler: (Consumer feedback method) Local: Globe, Smart RP Medical Application: The Medical City
10. 7. SALES PROMOTIONS Concept: Consumer promotion tools Kotler: Patronage Awards Local: Powerbooks Card, Coffee Bean Swirl Card RP Medical Application: TMC Plus card Mercury Drug Suki Card
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13. 10. PUBLIC RELATIONS AND PUBLICITY Concept: To reach to the audience Kotler: Richard Branson Local: Manny Pacquiao RP Medical Application: Dr. Bengzon Dr. Vicky Belo
14. In mass media, it’s crucial to follow the 5M’s for effective advertising.
