WAYS OF MANAGING MASS COMMUNICATION

Mass communication is the study of how people exchange information through mass media to large segments of the population at the same time. In other words, mass communication refers to the imparting and exchanging of information on a large scale to a wide range of people.

Ways of Managing Mass Communications are as follow: Advertising, Sales Promotions, Events and Experiences, and Public Relations

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Advertising and any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Advertisers include not only business firms but also charitable, nonprofit, and government agencies.
An advertising objective (or advertising goal) is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time. We can classify advertising objectives according to whether their aim is to inform, persuade, remain, or reinforce.
Developing an advertising program is a five step process:

1. set advertising objectives
2. establish a budget
3. she is the advertising message and creative strategy
4. decide on the media
5. evaluate communication and sales effect

SALES PROMOTION:

Sales promotions consists of a diverse collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade. Sales promotion includes tools for consumer promotion, trade promotion, and business and salesforce promotion. In using sales promotion, a company must establish its objectives, select the tools, develop the program, pre-test the program, implement and control it, and evaluate the results.

Sales Promotion Objectives
Sales promotion can be used to achieve a variety of objectives. Sales promotions often attract brand switchers, who are primarily looking for low price, good value, or premiums. In addition to brand switching, consumers may engage in stockpiling -- purchasing earlier than usual (purchase acceleration) or purchasing extra quantitie\s -- although sales may then hit a post promotion dip.

EVENTS AND EXPERIENCE:
Events and experiences are a means to become part of special and more personally relevant moments in consumers lives. Involvement with events can broaden and deepen the relationship of the sponsor with its target market, but only if managed properly. The functions are as follow:

1. To identify with a particular target market or lifestyle -- Customers can be targeted geographically, demographically, psycho graphically, or behaviorally according to events.
2. To increase salience of company or product name -- Sponsorship often offers sustained exposure to a brand, a necessary condition to reinforce brand salience. 
3. To create or reinforce perceptions of key brand image associations -- Events themselves have associations that help to create or reinforce brand associations.
4. To enhance corporate image -- Sponsorship can improve perceptions that the company is likable and prestigious.

PUBLIC  RELATIONS:

Public relations (PR) involves a variety of programs designed to promote or protect a company's image or its individual products. Many companies today use marketing public relations (MPR) to support the marketing department in corporate or product promotion and image making. MPR can affect public awareness at the fraction of the cost of advertising, and is often much more credible. The main tools of PR are publications, events, news, speeches, public service activities, and identity media. The following functions of public relation are as follow:

1. Press relations -- Presenting news and information about the organization in the most positive light
2. Product publicity -- Sponsoring efforts to publicize specific products
3. Corporate communications -- Promoting understanding of the organization through internal and external communications
4. Lobbying -- Dealing with legislators and government officials to promote or defeat legislation and regulation
5. Counseling -- Advising management about public, issues, and company position and image during good times and bad