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- 1. Sheet16a and 6b (chapter 6)No.Strengths (3)Weaknesses (2)Recommendations (2)Evidence (used once only)Theory1Functional orientation - evidence - tangible product adv (features, performances, benefits)Inconsistent Messages (say, do, confirm)It is recommended that supermarket A is to include the term 'while stock last' in adv so as to .. Result of implementing consequences theory (journals on this theory)Strength 12Symbolic/experiential orientation - cartoons, facial expressions, colours, pictures, animations - emotional - price ('8' - lucky/prosperity, '9' - longevity)Consequences theoryStrength 23Category-dominance orientation (strengths only) - brand name/logo of adv (evidence) - e.g. FairPrice advertisement, Rolex, key sponsorsTrustworthiness theoryStrength 34TOMASymbolic/experiential orientationSymbolic/experiential orientationWeakness 15Hierarchy EffectFunctional orientationFunctional orientationWeakness 26CPMAttributes - what attracts ann advertisement - features, product image, design, benefitsAttributes : features, product image, design,benefits -lack of attributesAttributesLaddering ProcessConsequences - adv/benefits of using advertised products/services - must believe/buy/agree your benefits & advLack of ConsequencesConsequencesValues - quality - experience post-purchase - warranties, (money-back) guarantees, 3rd party endorsement, testimonial evidences, awards won, year of history, reputationValues
- 2. - critical weakness is that it lacks of…. Deemed to be a signofocant weakness… failed to apply Value Theory (journals) - if the whole industry does not offer ____, do not take it as a weakness - no need for comparisonValuesUnique Selling Proposition (USP) - Superiority - Unique - Distinctive *trademarks, patents, awards wonlack of testimonial. Eg: this lack of testiminal is feem to be a significant weakness that would affect the target market. The advtisement failed to apply on the value theory.(find journals on value)Brand Image (Search : Transformational Advertising if you cant find brand image journals) - brand logo - fashion, prestegious products - category domiance strengthResonance - reflect audience life experience - testimonial evidences - before & after imagesResonance - celebrity not good, lacks worthinessResonance - change endorser (Jack Neo/Tiger Woods)Emotional - colours, pictures, images, font size, choice of words, testimonial evidencesEmotional Pre-emptive - message of superiority - 'No. 1 top seller brand', 'Voted by many' - country of originCelebrity Endorser - TEARS model (credibility & attractiveness) - trustworthiness, Expertise - physical attractiveness, respect, similarity (to target audience) - Brian WongCelebrity Endorser - Jack NeoCelebrity Endorser - It is recommended that XXX should engage XXX to endorse in the brand to increase attraciveness, expertise… Celebrity Endorser Theory (journal)Typical-person EndorserTypical-
- 3. person EndorserTypical-person Endorser - in order to increase attractiveness, recommended that XXX should engage a typical-person endorser (journal)Humour - cartoons, facial expressions, vocabHumour - cartoons, facial expressions, vocab*page 197 - theories7a and 7b (chapter 7-10) Media used ( strength and weakneses)You must have more strength than weaknesses.pick the strength from Figure 9.1 pafe 284 on text book (will send u soon)explanation must get from journalsWeaknesses - link back to demographic and psychographic **Roy Morgan**On chapter 7, VEHICLES means the advertisement ( where did u see the adv)8 ( RECOMMENATION)understand REACH & Frequencyhow do you aim to overcome the weaknesseg: despite the weakness I can choose to continue to use the media, read up on Reach and Frequency to explain thisreferencing is needed!9 (conclusion)because of the weakness, it is therefore recommended …...... This should use the mediaORrecommend a complete new media and focus only the advantages of the proposed media Sheet1No.Strengths (3)Weaknesses (2)Recommendations (2)Evidence (used once only)Theory1Functional orientation - evidence - tangible product adv (features, performances, benefits)Inconsistent Messages (say, do, confirm)It is recommended that supermarket A is to include the term 'while stock last' in adv so as to .. Result of implementing consequences theory (journals on this theory)Strength 12Symbolic/experiential orientation - cartoons, facial expressions, colours, pictures, animations - emotional - price ('8' - lucky/prosperity, '9' - longevity)Consequences theoryStrength 23Category-dominance orientation (strengths only) - brand name/logo of adv (evidence) - e.g. FairPrice advertisement, Rolex, key
- 4. sponsorsTrustworthinessStrength 34TOMASymbolic/experiential orientationSymbolic/experiential orientationWeakness 15Hierarchy EffectFunctional orientationFunctional orientationWeakness 26CPMAttributes - what attracts ann advertisement - features, product image, design, benefitsAttributesAttributesLaddering ProcessConsequences - adv/benefits of using advertised products/services - must believe/buy/agree your benefits & advConsequencesConsequencesValues - quality - experience post-purchase - warranties, (money-back) guarantees, 3rd party endorsement, testimonial evidences, awards won, year of history, reputationValues - critical weakness is that it lacks of…. Deemed to be a signofocant weakness… failed to apply Value Theory (journals) - if the whole industry does not offer ____, do not take it as a weakness - no need for comparisonValuesUnique Selling Proposition (USP) - Superiority - Unique - Distinctive *trademarks, patents, awards wonBrand Image (Transformational Advertising) - brand logo - fashion, prestegious productsResonance - reflect audience life experience - testimonial evidences - before & after imagesResonance - celebrity not good, lacks worthinessResonance - change endorser (Jack Neo/Tiger Woods)Emotional - colours, pictures, images, font size, choice of words, testimonial evidencesEmotional Pre-emptive
- 5. - message of superiority - 'No. 1 top seller brand', 'Voted by many' - country of originCelebrity Endorser - TEARS model (credibility & attractiveness) - trustworthiness, Expertise - physical attractiveness, respect, similarity (to target audience) - Brian WongCelebrity Endorser - Jack NeoCelebrity Endorser - It is recommended that XXX should engage XXX to endorse in the brand to increase attraciveness, expertise… Celebrity Endorser Theory (journal)Typical-person EndorserTypical- person EndorserTypical-person Endorser - in order to increase attractiveness, recommended that XXX should engage a typical-person endorser (journal)Humour - cartoons, facial expressions, vocabHumour - cartoons, facial expressions, vocab*page 197 - theories BUS302 Print and Support Media Learning objectives • Identify the advantages and limitations of all form of print media • Understand the VIEW model • Identify the range and value of out-of-home marketing communications
- 6. Newspaper advertising Strengths • Audience in appropriate mental frame to process messages • Mass audience coverage • Flexibility • Ability to use detailed copy • Timeliness Limitations • Clutter • Not a highly selective medium • Higher rates for occasional advertisers • Mediocre reproduction quality • Complicated buying for national advertisers • Changing composition of readers
- 7. Magazine advertising Strengths • Some magazines reach large audiences • Selectivity • Long life • Mass audience coverage • High reproduction quality • Ability to present detailed information • Ability to convey information authoritatively • High involvement potential Limitations • Not intrusive • Long lead times • Clutter • Somewhat limited geographic options
- 8. • Variability of circulation patterns by market Audit Bureau of Circulation (ABC) Magazine audience measurement • Not simple. • Inconsistent, inaccurate. • Collected through a variety of intermediaries: Out-of-home advertising (OOH) • Billboards are the major segment of OOH. • Other mediums for marketing messages include: • bus shelters • transit vehicles (buses, taxis, trams) • shopping centre displays. • The common element of OOH advertising is that
- 9. it is seen outside of the home. Billboard advertising • Creating brand-name recognition is the primary objective. • Billboards are located in areas with significant pedestrian or vehicular traffic. • Traditional billboard space is usually sold on a monthly basis. • Design considerations include: • letter visibility • colour visibility • distance comprehension. Transit advertising • Is designed so that the audience comes into contact with advertisements while they are moving or in transit (in an interior or exterior setting) • May occur on or in buses, trams, taxis, phone booths, toilets, bus shelters and kiosks • Can appear on the exterior or
- 10. interior of the vehicles • Full body displays are used on New Zealand taxis. Other types of OOH • Additional forms of out-of-home advertising include: • aerial advertising (e.g. aircraft pulling banners) • blow-ups or blimps (used to create excitement and interest) • mobile billboards (used on trucks or trailers or attached to a person) • mobile billboards are very effective in areas of high traffic intensity. Buying out-of-home advertising Strengths • Broad reach and high frequency levels • Geographic flexibility • Low cost per thousand
- 11. • Prominent brand identification • Opportune purchase reminder Limitations • Non-selectivity • Short exposure time • Difficult to measure audience size • Environment problems Aims of packaging • Draws attention to the brand • Breaks through competitive clutter at point of purchase • Justifies price and value to customer • Signifies brand features and benefits • Conveys emotionality • Motivates consumers’ brand choices Packaging
- 12. Packaging structure (V)isibility • Ability of package to attract attention (I)nformation • Stimulate trial purchases • Encourage repeat purchases • Provide product usage instructions (E)motional appeal • Evoke desired feeling or mood (W)orkability
- 13. • Package functions and how it communicates Packaging evaluation: the VIEW model Point-of-purchase (POP) advertising • ‘Perfect’ time to communicate with the consumers, while product/brand choices are being made. • Consumers’ shopping behaviour; e.g. in search of a new experience, offers an opportunity to influence their decisions. • Functions of POP materials include: • informing • reminding • encouraging • merchandising example: Myer back up sales campaigns (TV and catalogues) with POP displays. • Interactive displays influence unplanned purchasing.
- 14. BUS302 Establishing objectives and budgeting for IMC campaigns Learning objectives • How to set achievable marketing objectives, and how this is influenced by the hierarchy-of-effects model • The nature and importance of IMC budgeting and the practical considerations that guide budgeting • The legal and regulatory issues associated with advertising and interactive marketing communications Profit = Revenue – Expenses Revenue = Price x Volume Volume = Trial + Repeat Putting advertising in perspective • Increase advertising
- 15. and/or discount prices • Suitable for: breakfast cereals, cars, household appliances • Price discounting • Suitable when branding switching is high, consumer goods • Spend more on advertising • Most suitable for cosmetics, designer labels, home furnishing • Maintain status quo • Most suitable when consumers have well- established preferences Neither price- elastic nor advertising -elastic More
- 16. advertising- elastic Both price- and advertising- elastic More price- elastic Appropriate strategy considering elasticity Digital marketing communication on the rise • Media breakdown spend 2015 vs. 2016 in Australia Marketing communication functions and process Informing Persuading Reminding Adding value
- 17. Assisting other company efforts An expression of marketing management consensus Guide the budgeting, message and media aspects of a brand’s advertising strategy Provide standards against which results can be measured Setting marketing communication objectives Moving consumers from one goal to the next Brand loyalty • Highest tier of the hierarchy-of-effects model • No guarantee that consumers will move to this
- 18. level • Create a preference for the brand; reduce a consumer‘s brand switching tendency • Generating consumer loyalty requires: providing a brand that satisfies consumers’ needs continuous advertising to reinforce consumers’ brand-related beliefs and attitudes. Include a precise statement of who, what and when Be quantitative and measurable Specify the amount of change Be realistic Be internally consistent Be clear and put it in writing Setting achievable advertising objectives
- 19. Sales increase Market share ROI Awareness Influence expectations Enhance attitudes Advertising objective (a more recent approach) • A more recent view focuses on accountability. • Measurables include the traditional and alternative approaches. MC = (Change in total cost)
- 20. (Change in quantity) MR = (Change in total revenue) (Change in quantity) Budgeting for marketing communications • The optimal level of any investment is the level that maximises profits (MR = MC). • Advertisers should continue to increase their advertising investment as long as it is profitable to do so. Competitor’s advertising activity Factors when establishing an advertising budget Practical budgeting methods
- 21. Percentage-of-sales budgeting Competitive parity method The objective-and-task method Affordability method Legal and regulatory issues in advertising management • The regulatory environment is premised on protecting consumers from unscrupulous practices. • Competition and Consumer Act 2010. The Act deals with: Price fixing Primary and secondary boycotts Misuse of market power Exclusive dealing Resale price maintenance
- 22. Anti- competitive behaviour Misleading and deceptive conduct Liability of advertisers and marketers • One of the most simple yet powerful sections of the Australian Consumer Law (ACL) states: The corporation shall not, in trade or commerce, engage in conduct which is misleading or deceptive or liable to mislead or deceive. • Sections 29–33 cover misrepresentation regarding goods. • Sections 20–22 cover penalties for engaging in unconscionable conduct in trade or commerce. Electronic marketing and intellectual property • Trademarks and domain names
- 23. Trademarks in Australia can be registered under the Commonwealth Trade Marks Act 1995. • Copyright and websites Australian copyright law is set out in the Copyright Act 1968. Electronic marketing and intellectual property • Packaging and labelling Packaging must comply with various industry-specific laws. • Self-regulation Controlling bodies for managing self-regulation in the marketing communications environment include: the Australian Association of National Advertisers (AANA) the Advertising Federation of Australia (AFA). Learning objectives • How to set achievable marketing objectives, and how this is influenced by the hierarchy-of-effects model • The nature and importance of IMC budgeting and the
- 24. practical considerations that guide budgeting • The legal and regulatory issues associated with advertising and interactive marketing communications BUS302 Developing message strategies Learning objectives • The role of advertising IMC agencies, and the relationship between agency and client • The concept of means–end chains and their role in formulating IMC strategy Creative services • Develop advertising copy and campaigns Media services • Select the best
- 25. advertising media Research services • Study consumers’ buying habits, purchase preferences and responsiveness Account management • Link the agency with the client Advertising agency organisation 1. What is the background to this job? 2. What is the strategy? 3. What is our task on this job?
- 26. 4. What is the corporate and/or brand positioning? 5. What are the client’s objectives for this job? 6. Who is the target audience? 7. What does the target audience currently think/feel? 8. What do we want the target audience to think/feel? 9. What do we want the target audience to do? 10. What is the single-minded proposition? 11. Why should the target audience
- 27. believe this proposition? 12. How should we speak to them? Creating effective marketing communications Constructing a creative brief Inconsistent messages • IMC influence stretches beyond marketing communications to the organisation’s entire operations. • Three messages can be used to identify inconsistencies. 1. Say 2. Do 3. Confirm Types of creative strategy • Three categories of styles define contemporary
- 28. advertising: 1. functional orientation 2. symbolic/experiential orientation 3. category-dominance orientation. Attributes • The features or aspects of advertised brands Consequences • What consumers hope to receive (benefits) or avoid (detriments) when consuming brands Values • Represent those enduring beliefs people have about what is important in their life Means–end chaining • A framework for understanding the relationship between the consumer and advertising
- 29. The means–end chain: MECCAS model Product category Attributes Consequences Abstract values Laddering process • The interviewer first determines what attributes about the product category are important and then links these to consequences and the abstract values. Learning objectives • The role of advertising IMC agencies, and the relationship between agency and client • The concept of means–end chains and their role in formulating IMC strategy
- 30. BUS302 Evaluating integrated marketing communication effectiveness Learning objectives • Understand the sequence of advertising effects. • Understand the measures of recognition and recall. Essentials of effective evaluation • To remain relevant (gain influence and resources), marketers need to measure their performance. • No single research tool will provide all of the measures to validate the effectiveness of a campaign; therefore a suite of tools is used. • The measures should look to enhance brand equity (brand awareness and image), and the effect the campaign has on consumers’ attitudes and behaviour towards the brand.
- 31. Marketing communication objectives are varied Measurements cannot be done under controlled experimental conditions There is no agreement on how marketing communications works Campaigns use different media, which have varying effectiveness Consumers are not passive receptors of information Why is researching the effectiveness of an IMC campaign difficult?
- 32. What activities should be evaluated? At what time during the campaign should the evaluation happen? Where should the IMC campaign be evaluated? How should the evaluation be conducted? The evaluation process Testing the entire IMC campaign Testing advertising development • To ensure effectiveness, it is necessary to evaluate the development of advertisements. • Evaluation of the concept:
- 33. • use of focus groups • ethnographic research. • Rough art, copy and commercial evaluation: • knowledge and response tests • consumer juries. Testing broadcast advertising Pre-testing finished broadcast advertisements: • physiological research • theatre tests • on-air tests. Post-test of broadcast advertising: • on-line testing • day-after recall test • measures of persuasion • single-source tracking studies • econometrics.
- 34. Testing of print advertising Pre-test of finished print advertisements: • portfolio tests • readability tests • dummy advertising vehicles Post-test of print advertisements: • recognition tests • enquiry tests • recall tests. The future of evaluation • Digital technology is rapidly becoming the tool of choice for evaluating online and traditional promotions. • Some digital methods of evaluation include: • mobile marketing • social media monitoring
- 35. • digital attribution measurement. Relevance of marketing • To show relevance, marketers should establish the following credentials. • Provide an insight into future opportunities. • Create differentiation and brand equity, leading to loyalty. • Give customers a voice in company decisions. • Use resources effectively. • The processes leading to the development of marketing objectives should be of a high quality (such as research, briefs and strategy development). BUS302 Integrated Marketing Communications and brand equity enhancement Learning objectives After studying this chapter, you should be able to understand and explain:
- 36. • The nature of marketing communications • The foundations of integrated marketing communications • The marketing communication process • The concept of brand equity and characteristics of world-class brands Marketing communications • Facilitates exchanges by targeting a group of customers. • Positions the product away from competitors to offer ‘uniqueness’. • Shares a common meaning with the target audience. Marketing communication elements Advertising
- 37. Digital marketing communications Point-of-purchase communications Direct marketing Sales promotion Personal Sponsorship Marketing public relations Marketing communication mix The concept relies on delivering the marketing message to all relevant stakeholders. Synergy works to ensure that all marketing communications are coordinated and consistent.
- 38. A process determines the types of messages and media channels that will best reach the chosen market segment. Three components of IMC 1 Profile the identified target market 2 Use the relevant media channel 3 Achieve communication synergy, i.e. same brand message 4 Positively influence the target market’s behaviour 5 Build customer relationships, e.g. loyalty programs Key features of IMC Traditional marketing versus IMC A fundamental, strategic change from traditional marketing communications, IMC includes: • exploring advertising channels outside the traditional mass media outlets • a more focused communications method that better targets
- 39. selected segments • expectations from advertising agencies of greater diversity of communication channels, while still creating a consistent message • ensuring optimal ROI due to higher levels of accountability • creating a culture of ethical behaviour. Positioning Targeting Setting objectives Budgeting Fundamental marketing communication decisions that can enhance brand equity Marketing communication implementation decisions Select the mix of communication elements Create the messages
- 40. Select media outlets Establish the brand Evaluate program Brand equity (Two dimensions form brand knowledge.) Brand equity Brand awareness (familiarity with the brand) Brand image (strong and unique brand associations) Brand awareness • Move brands from a state of unawareness to awareness • To recall • Ultimately move to
- 41. top-of-mind awareness (TOMA) TOMA Brand recall Brand recognition Unaware of brand Source: Reprinted with the permission of The Free Press, a Division of Simon & Schuster Adult Publishing Group, from Managing Brand Equity: Capitalizing on the Value of a rand Name by David A. reserved Brand image • The associations (specific thoughts and feelings) about a particular brand Stored in memory Recollections of experiences Conceptualised as: type favourability strength
- 42. uniqueness. BUS302 Marketing public relations and sponsorship marketing Learning objectives • Understand how marketing, public relations and sponsorship marketing are inter-related. • Understand how public relations and sponsorship marketing works and how they are different from ‘above the line’ promotion. PR vs MPR • Public relations (PR) is concerned with the development of positive relationships between the organisation and its stakeholders (i.e. customers, employees, shareholders, governments etc.). • PR comprises two main strategies: 1. proactive 2. reactive.
- 43. • Marketing PR (MPR) is an active form of PR activities designed to maximise opportunities that will improve an organisation’s marketing communication objectives and outcomes (e.g. product sales). MPR • MPR has a greater focus on customers and products. • Rising costs and increased cynicism from customers has given MPR a greater role in marketing communications. • It is argued that MPR offers a more credible and cost- effective way of facilitating marketing success. • The internet has increased consumers’ desire for ‘authentic’ information. • MPR messages are seen as more credible than PR because they are reported by journalists. Proactive MPR • The main role of proactive MPR is in the areas of product launches and product enhancements. • Proactive MPR is dictated by a company’s marketing objectives. • It is designed to be controversial and create buzz.
- 44. • Publicity is the main tool of proactive MPR. • Companies obtain publicity using a range of tools, including: • press releases • product releases • executive-statement releases • sponsored events, sporting events and charity events. Reactive MPR • The public relations response to a crisis management type situation is called reactive MPR. • It aims to repair the company’s reputation, prevent market erosion and regain lost sales. • Quick and positive responses are imperative: e.g. the recall of Mars and Snickers products by Masterfoods Australia following an attempt at extortion. • Corporate response and crisis management • Not all consumers are equally influenced by negative publicity. • However, a quick and effective response is always required.
- 45. Avoids clutter inherent in advertising media Helps companies respond to customers’ changing media habits Helps gain approval from stakeholders Enhances brand equity through association Aids in targeting communications to specific geographic regions and/or demographic or lifestyle groups Sponsorship marketing growth Is the event consistent with the brand image? Does the event reach the target audience? Is this event one that the competition has previously sponsored? Is there a risk that consumers will forget the actual sponsor? Is there a risk of a clutter of sponsors and/or ambush marketing?
- 46. Does the event complement existing brand sponsorships? Does the budget support the sponsorship costs and potential by two to three times what it cost in advertising, point-of-sale, promotions etc.? Event sponsorship Selecting events Event sponsorship • Creating customised events This provides a brand with total control over locations, venues, scheduling, content, marketing, and sanctioning of the event. It removes the problem of ‘clutter’ from too many other sponsors: e.g. Red Bull’s flying and snowboarding events. • Sponsorship of a location or team Etihad Airlines sponsors Etihad Stadium (formerly the Telstra Dome). This type of sponsorship can be difficult to measure. • Ambushing Ambushing occurs when companies create a false impression of sponsorship: e.g. Holden flew a red blimp over the MCG during the 2006 Toyota
- 47. AFL Grand Final. Cause-related marketing (CRM) • CRM involves giving support, often in the form of funds, to charities or causes. • CRM is an amalgam of PR, sales promotion and corporate philanthropy: e.g. when a company pledges to contribute to a designated cause every time the customer undertakes some action that supports the company and its brands. Enhances corporate or brand image Combats negative publicity Generates incremental sales Increases brand awareness Broadens customer base
- 48. Reaches new market segments Increases a brand’s retail merchandising activity Benefits of CRM Corporate image advertising • In the advertisement there is little focus, if any, on the products and services of the organisation: e.g. an organisation may develop a positive corporate image by informing the audience of its philanthropic activities. • To attract a positive reaction, an organisation’s claims must be genuine. BUS302 Media planning and analysis
- 49. Learning objectives • Identify the variables used to segment target audience for media planning • Understand how to measure reach, frequency and TARP’s • Describe the logic of the three-exposure hypothesis. The media planning process • An overview of the media planning process Selecting the target audience • Three types of information are used to select a target audience: 1. buyer behaviour 2. demographics 3. consumer values and lifestyles. • Establishing which message is most effective for the audience is often determined by buying behaviour.
- 50. Specifying media objectives Issues to be addressed by the marketer when setting objectives include: 1. Reach – what proportion of the target audience should receive the message? 2. Frequency – how frequently should the target audience be exposed to the message? 3. How much exposure is needed to accomplish reach and frequency objectives? 4. How should the budget be allocated? 5. How close to purchase time should the target audience be exposed to the marketing communications? 6. What is the most cost-effective way to accomplish the marketing objectives? Reach • ‘Reach’ is the percentage of the target audience who are exposed to the vehicles used to deliver the marketing communications (MC) message.
- 51. • Who sees and hears what is difficult to measure. • Data from audience measurements firms such as OzTAM TV offer an implied number of people exposed to the medium being measured. • By itself, reach is not an effective objective. Frequency • Frequency represents the number of times during a period that the target audience will be exposed to the media vehicles. • Higher frequency rates can be achieved through repetition of the advertisement. • Higher frequency rates will have a greater impact on the consumer making a choice to buy the brand. Advertising weight • Advertising weight is used to determine the required advertising support to achieve the IMC objectives. • Three metrics can be used to determine advertising weight. 1. gross rating points (GRPs)
- 52. 2. target audience rating points (TARPs) 3. effective rating points (ERPs). • Advertising weight is generally set by using past historical records; e.g. OzTAM. GRPs Reach (R) Frequency (F) Gross rating points • GRPs reflect the gross weight that a particular advertising schedule delivered. • This is a gross weighting, which could include a duplicated audience. Criticism of GRPs GRPs as a measure has its critics. For example: • A product in its introductory stage needs higher levels of frequency. For instance, if plan A has a reach of 90 times a frequency of 2.0 = 180 (GRPs) and plan B has a reach of 52 times a frequency of 3.2 = 166 (GRPs)
- 53. then nominally, plan A has better GRPs; but while the product is in its introductory stage, plan B would be a better fit. Target audience rating points (TARPs) • An important variant of GRPs. • While GRPs measure the gross audience weighting, TARPs only measure the target audience viewing the advertisement through that particular vehicle. • Thus, TARPs are an adjusted measure of GRPs. • TARPs are a more targeted measure of the potential audience. Effective rating points (ERPs) • ERPs is the effective measure of the media schedule. • The effective measure considers: • how often members of the target audience have an opportunity to see advertising messages for a particular brand
- 54. • that an advertisement does not reach members of the target audience too few or too many times • that effective reach is used to measure sufficient, but not excessive media exposure. Number of exposures Effect 1 What is it? 2 What of it? 3 or more Recall How many exposures? • Exposures are measured by conducting continuous market research. • However, continuous market research is costly and time-consuming; therefore: • a rule of thumb (ROT) has been adopted, largely based upon the three-exposure hypothesis. An alternate view: the efficiency index • The objective of the index is to select the media schedule that generates the highest exposure value per GRP.
- 55. • The choice of a media schedule comes from a set of alternative schedules. • The process involves: • estimating the exposure utility for each level of vehicle exposure (or Opportunity To See) • calculating the exposure distribution of the various media schedules • determining the value at each OTS level and then totalling across all OTS levels • developing the index by dividing the total value for each schedule by the number of GRPs produced for that schedule. Effective reach in practice • Opinions are divided. • The most widely held views: • fewer than three exposures during a four-week period is ineffective • more than ten exposures during a four-week period is considered wasteful • using effective reach is likely to lead to a more diverse strategy, away from television as the
- 56. exclusive media. Timing your advertisements • The question is how the media budget should be distributed throughout the campaign. • There are three general schedules to be considered: 1. continuous 2. pulsing 3. flighting. Continuous versus discontinuous schedules • In a continuous schedule, a relatively equal amount of advertisement expenditure is spent throughout the campaign. • Depending on the length of the campaign, a discontinuous allocation may be adopted; e.g. during winter months, Coca-Cola may reduce advertising expenditure – and increase it leading into summer. • Two types of discontinuous schedule include pulsing and flighting.
- 57. Discontinuous allocation • Pulsing and flighting schedules involve differential levels of advertising expenditure throughout the year. • Differences: Pulsing schedule – some amount of advertising dollars are spent in every period of the campaign, but the amount varies from period to period. Flighting schedule – expenditure is varied throughout the campaign and in some months it is zero. Recency planning • The recency principle challenges the idea behind the effective reach (3+) criterion, which can lead to the adoption of flighting scheduling. • The recency principle is based on three interrelated ideas. 1. The first exposure to the brand message is most powerful. 2. The role of advertising is to influence choice. 3. High levels of weekly reach, rather than heavy frequency, should be the goal.
- 58. Influencing brand choice • The consumer’s needs determine the effectiveness of the marketing message. • A marketing message is most effective when shown to a consumer who is actively deciding whether to make a purchase. • The logic is that reaching a consumer when they are actively making a choice (reach), is more effective than reaching fewer consumers more often (frequency). Optimising weekly reach • The recency principle suggests that media schedules should be nearly continuous and should: • influence rather than teach consumers (contrary to the three-exposure model) • reach consumers when they are ready to buy • budget to reach more consumers more often • sustain 100% of the target audience (at least once per week) and maintain this throughout the year.
- 59. Selecting media categories and vehicles • After establishing media objectives, the media planner considers the use of various media and media vehicles. Media; e.g. print media/magazines. Media vehicle; e.g. specific magazine used (for instance, Women’s Weekly). • Media habits of the target audience should therefore be taken into account. • A mix of media can be used to increase coverage, reach and frequency. Practicalities of budgeting • The continuous model of advertising has many appealing features, but few advertisers have the budget to sustain this model. • No single model is likely to be most effective all the time. • Rules for budgeting should be flexible, and advertisers need to adjust their strategies to suit their circumstances. • Only a small subset of the population will be
- 60. influenced by the marketing message; e.g. an advertisement for a car will likely influence only those in the market for a new car. Cost effectiveness for traditional advertising • CPM and CPM-TM measure the cost efficiency of achieving the MC objectives. • CPM measures total contacts exposed to the advertisement. • CPM-TM measures only the target market exposed to the advertisement. Cost effectiveness for online advertising • Three metrics are generally used to calculate the CPM for online ads. 1. Click-through rate (CTR) the number/proportion of visitors who clicked on the advertisement. 2. Cost-per-click (CPC) a fixed cost charged every time a person clicks on an advertisement. 3. Cost-per-acquisition (CPA)
- 61. fixed cost charged every time a person clicks on an advertisement and completes a desired action, such as purchasing or ordering a product. BUS302 Direct Marketing and Sales Promotion Learning objectives • Understand and explain the characteristics of direct marketing • Understand types of sales promotions Direct marketing • The objective of direct marketing (DM) is to encourage purchases (or other immediate responses). • DM aims to seek out the ‘best prospects’ to achieve the objective. • DM is an interactive process that does not merely pass on information. • In DM, when frequency increases, awareness
- 62. falls dramatically (unlike other forms of advertising). Objectives of a direct marketing campaign • Objectives will vary from campaign to campaign, but general objectives exist to receive: • orders for a product • entries in a competition • enquiries • registrations for a launch event • visits to the company website • expression of interest. Crowdsourcing • Crowdsourcing is a recent phenomenon that involves the audience functioning in roles that would normally be assigned to employees. • Crowdsourcing involves two-way engagement with the audience. • Activities could include:
- 63. • designing the product • offering their story about the product’s value • creating a promotional campaign. Direct marketing media • Different forms of media exist for direct marketing: • postal mail (p-mail) advertising (delivered by the postal service) • electronic messaging (email, blogs and social media) • television • print media • door-to-door. Creative for direct marketing • Direct marketing has two basic creative elements: • copy (the words) – aims to: • get attention • develop interest • offer proof
- 64. • motivate consumers • overall look • Does it conform to the existing brand design guidelines? • Is the style in keeping with the brand’s positioning? • Does the visual reflect the quality of the product? • Does it fit to the restrictions (size, weight, colour, etc.)? • Does the style reinforce the key copy messages? • Does the design aid attention, interest, proof and action? Databases and fulfilment • Databases are a fundamental ingredient of direct mailing advertising. • Databases can contain information related to: • current customers • prospective customers • buying behaviour • geographic segmentation • demographic segmentation • psychographic segmentation. Database objectives • Databases need to be kept up-to-date to ensure
- 65. the advertising can: • optimally target current and prospective customers • allow for customised messages • create long-term relationships with customers • enhance advertising productivity • calculate the lifetime value of a customer or prospect. Lifetime value analysis • Each entry in the database should be considered a long-term asset. • Each asset has an associated net present value (NPV), which translates into the profit a company can expect from the average new customer over an expected number of years that customer is retained on the list. • Two functional elements of NPV are the retention rate and average yearly sales. Mailing lists • For both postal mail and electronic mailing, the maintenance of lists is critical.
- 66. • Lists help in segmenting customers for specific messages. • Data can be acquired from various sources, including internal or external (such as purchasing from other companies or purchasing lists from companies dedicated to creating and maintaining mailing lists). • Example: Disney (US) has a list of 31 million customers, gathered from the company’s various entities. Data mining • Data mining is the technique of using customer data to deliver a high level of segmentation. • Data mining involves using the information in databases to form relationships. • Example: a credit card company can use data from purchases to estimate when a repeat purchase is needed. This data can be sold to companies, which can then use direct marketing to those prospects. Fulfilment • Fulfilment is often the final link in the DM chain.
- 67. • It is the logistical act of serving a response, and includes: • recording responses • providing contact information • picking, packing and despatching • invoicing • forecasting • analysing and reporting • filling of envelopes and postage. Sales promotion • Interchangeable with the word ‘promotion’. • Two type of sales promotions: 1. franchise building; creates loyalty and long-term activity; e.g. loyalty cards 2. non-franchise building; short-term strategy, no time for customers to build loyalty; e.g. sale price on a product. • Manufacturers use this technique to encourage purchasing of the brand. • Can be directed at trade, retailers or distributors.
- 68. Push versus pull strategies • An example of different emphases. Most consumers fall somewhere between the two extremes Consumers loyal to one brand Consumers mostly loyalty to a brand Consumers with some loyalty to a brand Consumers only responsive to promotions
- 69. Loyalists – consistent purchase patterns; will buy the brand regardless of whether the brand is on special Switchers – even when all brands are on sale, they may switch brands Responsiveness to promotional deals Increased sales do not mean increased profits • Consumers are generally highly responsive to deals. • During periods of discounting and coupons, sales will increase (revenues increase), but this may not lead to an increase in profits. • The increase in promotional costs can outweigh the increase in revenue. • The profitability of the promotion lies in the
- 70. consumers’ responsiveness. Types of consumer promotions Sampling Experiential marketing Coupons and vouchers Purchase premiums Special prices Bonus packs Rebates Sweepstakes Continuity programs Overlay and tie-in promotions Retailer promotions Trade promotions • Directed to intermediaries in the distribution channel.
- 71. • The purpose of trade promotions is to: • introduce new or revised products • increase distribution of new package or sizes • build retail inventories • increase or maintain shelf space • increase display space outside normal shelf space • counter competitors’ promotions. BUS302 Digital and Social Media Marketing Learning objectives • Understand the key differentiating features of digital marketing in comparison to traditional media. • Understand the advantages and disadvantages of social media. The role of digital marketing
- 72. communications in IMC • Australians are spending an increasing amount of time online (24 hours per month). • A quarter of the time is spent on social media. • Online behaviour has become a source of entertainment and a place for information-gathering. • The Australian online advertising market has increased by $2 billion to reach A$7.4 billion (2016), a 29.7% increase over the prior financial year. • Digital marketing offers one of the most dynamic areas of modern marketing. Advantages of digital advertising • The communications model for advertising changes in the context of digital media. • In the traditional model, receivers are ‘passive’ participants. • In digital media, it is the participants who control the information they receive. • More optimal targeting of consumers who visit web pages • Accessibility across locations and time of day • Better behavioural tracking of participants
- 73. • Improved cost-effectiveness • Enhanced follow-up from enquiries and sales • More customised advertising Promotional mix Role of digital marketing Traditional advertising Traditional advertising can point viewers to the company, for more rational purchase information Sales promotion Social media can offer various promotions, such as contests, that allow for the collection of consumer data Public relations Inform about public relations activities, such as news items or recent events Personal selling Social media allows consumers to voice positive or negative comments and provide feedback to the company The objectives and role of digital marketing Digital marketing platforms
- 74. Social media • Benefits of social media for marketers include: • learning about and engaging with customers • reaching customers with enhanced advertisements that may have otherwise been missed • achieving brand equity • utilising viral marketing, increasing exposure and word-of-mouth. Viral marketing • Viral marketing is a technique for creating interest in a marketing message. • The process includes seeding the message and influencing a small group of people to create a positive word-of-mouth experience. • This experience is often referred to as ‘buzz’. • The seeding may include something as simple as emailing a promotional message to a number of recipients, who then forward the message on.
- 75. Online communities • Online communities are places where groups of people with similar interests gather together in a virtual community to share ideas and opinions. • Procter and Gamble (P&G) have created two social networking sites where participants can share ideas; e.g. ‘tips and tricks on washing clothes’. • One such site targets women who wish to interact on matters of health, weight loss and pregnancy. • The company can monitor the interactions to gain a better insight into marketing messages that will resonate with their consumers. • Nike sponsors an online community, which has six million members who use it on average three times a week. Other social media strategies • Contributing to blogs Comments that are not perceived as spin can enhance the company’s image and provide useful information to consumers. • Social bookmarking
- 76. Unlike search engines that provide suggestions, which may or may not be relevant to the user’s interest, social bookmarking utilities provide highly relevant resource links to the topics. • RSS feeds These feeds provide a standard (and automated) approach to disseminating digital material to recipients. Social media advantages and disadvantages Advantages: • flexibility • reach options • consumer engagement • two-way dialogue • integration and ability to drive traffic • improved metrics and research • cost-effectiveness. Disadvantages:
- 77. • hackers and fraud • dealing with negative (viral) comments • clutter • privacy. Owned media • ‘Owned media’ means companies do not have to pay for advertising on other websites. • The aim of owned media is to connect sales to further brand-building interaction. • Some current owned media assets include: corporate websites corporate blogs podcasts emails SMSs apps. Corporate websites,
- 78. blogs and podcasts • Corporate websites, blogs and podcasts can act as advertising for the company. • Owned websites allow companies to interact with consumers; blogs represent comments; and podcasts are usually a downloadable audio file, such as those offered to radio listeners. • Interaction with the company may include: • positive and negative feedback • sign-up areas that gives the company ‘permission’ to keep in contact with the consumer • offers of specials. Email • A modern-day postal service that offers inexpensive, speedy and customised communication. • Usually a customer needs to agree to receive this type of communication. • Customised emails can include: • newsletters • promotions
- 79. • recommendations (Qantas suggesting places to visit because of a warmer/cooler climate). Access on the go • More than one billion smartphones are in use. • Tablet growth is outpacing PCs. • ‘Access on the go’ is driving a new age of electronic media, through: SMS, MMS, apps and direct access to the web wherever you are. • Mobile connection at any time of the day offers: new value to companies and customers altered cost structures of advertising budgets. Search engines • Search engines have become a common way of attaining information; e.g. reviews of products. • Search engines provide information based upon: algorithms (unsponsored results) paid results (ads).
- 80. • ‘On-page’ strategies adopted by marketers include: • relevant keywords for higher page rankings • relevant page content • trusted external links that may be useful to visitors • creating relevant page titles and pages that facilitate the spiders’ search process. Paid media • Goals of paid media include: • driving traffic to places where sales can be made • building brand equity • generating sales. • Types of paid media include: • search engines • display or banner ads • social media • sponsored blogs.
- 81. Inside games and virtual worlds • Companies such as Coca-Cola and Sony offer interactive games that revolve around their brands. • Advertising to people involved in gaming and virtual reality can build: • brand familiarity • brand preference. • This occurs because of an active interaction between the person and the brand, rather than a viewer who passively views a banner ad. Advertising via behavioural targeting • Higher levels of segmentation can be attained by tracking and using a person’s online behaviour. • Companies can be employed to provide advertisers with a person’s search behaviour. • For example: a person searching holidays at a certain destination could be targeted with banner ads that offer just such a location. Measuring digital media
- 82. effectiveness • Unlike traditional marketing, digital marketing can be more easily measured and in real time. • The aim is to choose key effective measures. • The measure chosen depends upon the objectives. • For example, a visitor to a car website clicks on which areas: pictures, options, prices? How do they short list? How do they make a purchase? Did they book a test drive? Measuring corporate websites • Diagnostic tools exist to measure ‘visits’ to a website. • Google Analytics is one tool that offers information to different layers of the company. Executives Which segments are most valuable? Which initiatives are working? Marketers Where users come from, important keywords, which ad is most effective. Content developers Who stayed the longest and what did they look for?
- 83. Measuring social media • Social media metrics is currently an under- utilised tool. • A survey found only 8% of companies had an ROI measure for social media expenditure. • Social media metrics include: word-of-mouth buzz, media mentions, brand likes, reach, engagement, share of voice, and others. BUS302 Broadcast Media Learning objectives • Understand the structure of the local television industry. • Identify the advantages and limitations of using different media and vehicles. The Australian television
- 84. industry • Watching TV is one of Australia’s favourite pastimes. • TV is Australia’s favourite form of broadcast media. • Free-to-air (FTA) television has 99.7% penetration in Australia. • Pay TV accounts for a low 29% penetration. • 61% of Australian homes have two or more TVs. • A rural/metropolitan divide exists in the industry. • The industry is also split between FTA and subscription broadcasting. • FTA TV: viewers do not pay to receive programs (e.g. ABC, Channel 7, SBS, etc.) Advertising spend on TV Daytime • Early morning (6 a.m.–10 a.m.) • Daytime (10 a.m.– 4 p.m.) • Adult (news), then
- 85. children’s programs; afternoon finance and soap operas Fringe time • Early fringe (4 p.m.–7 p.m.) • Starts with reruns (children), moves towards adult programming • Late fringe (young adults) Prime time • Prime access (7 p.m.–8 p.m.) • Prime time (8 p.m.–10 p.m.) • Late fringe (11 p.m.–2 a.m. or later) • Most popular and expensive programs Television programming day-parts • The time of day has considerable influence on when to purchase advertising time.
- 86. Network television advertising • Network television advertising reaches potential customers throughout the country via network and local affiliates. • The cost of advertising on television depends on the time of day, the popularity of the program and the time of year (typically highest in cooler months, June to September, because people tend to stay indoors). Television advertising decisions TV advertising strengths and weaknesses Strengths • Demonstration ability • Intrusion value • Ability to generate excitement • One-to-one reach • Ability to use humour • Effective with sales for trade
- 87. • Ability to achieve impact Limitations • Escalating costs • Audience fractionalisation • Zipping and zapping • Clutter Infomercials • Infomercials are: • an alternative to conventional television ads • a long commercial (28–30 minutes) • a blend of entertainment and selling • expensive to produce • an especially effective promotional tool for those products that require detailed explanations • originally used by unknown brands, but now well-known brands use this method (e.g. Avon, Hoover).
- 88. Brand or product placement • Advantages of product placement in TV programs include: • potentially larger audiences • more frequent exposure • global reach. • Five types of placement. • The brand needs to be displayed in a context that appropriately matches the brand’s image. • Product placement involves potential loss of control. • Most effective when not seen to be an advertisement for the product. The process of measuring television audiences Radio advertising decisions • Factors that influence radio buying choices: • compatibility of station format • location of listeners and geographic coverage
- 89. • expense and attractiveness of day-parts • morning drive (6 a.m.–10 a.m.) (more expensive) • midday (10 a.m.–3 p.m.) • afternoon drive (3 p.m.–7 p.m.) (more expensive) • evening (7 p.m. to midnight) • late night (midnight to 7 a.m.). Radio advertising Strengths • Ability to reach segmented audience • Intimacy • Economy • Short lead times • Transfer of imagery from television • Use of local personalities Limitations • Clutter • No visuals
- 90. • Audience fractionalisation • Buying difficulties BUS302 Market segmentation and brand positioning Learning objectives • The nature of values and lifestyle targeting • How the Roy Morgan Values Segments can be used to segment consumer groups • The role of online behavioural targeting • The concept of brand positioning and the role it plays in developing marketing communications strategies. Segmenting consumers • Segmentation allows for effective delivery of the marketing message. • Segmentation is based on a group of consumers having similar needs and wants, and also sharing similar consumption behaviours.
- 91. Variables used to segment consumers Demographics Values / Lifestyles Geo- demographics • Traditionally used after a product launch, segments are based on buying behaviour. Brand usage Product category usage Level of product usage (number of times the product was purchased • Newer digital (online) methods include: tracking visitors’ onsite selection, such as: pages visited length of time spent on a page searches performed. Behavioural targeting
- 92. • Ethical dilemmas include: targeting the vulnerable, such as, the young, sick and cognitively impaired ‘condition branding’ by making consumers aware of benign medical conditions and profited from the concern they raise among consumers. Ethical principles of segmenting markets • A clear positioning statement is essential to developing marketing communications strategies. • Positioning strategies provide for: who the target market is what marketing should say about the brand what media should be used to reach the target market. Brand positioning • Represent how the brand wants to be seen;
- 93. i.e. the thoughts and feelings of the consumer. • Effective positioning statements should: reflect the brand’s competitive advantage motivate customers to action. Effective positioning statements Positioning via brand benefits Functional needs Symbolic needs Experiential needs Positioning with respect to brand benefits can be accomplished by appealing to any of three categories of needs. Products that attempt to fulfill the consumer’s consumption-related problems
- 94. Products that potentially fulfil a consumer’s desire for self- enhancement, group membership, affiliation and belongingness Products that provide sensory pleasure, variety and cognitive stimulation BUS302 Communication process Learning objectives • How the elements of the communication process transfer meaning from the sender to the receiver • Behavioural foundations marketing • Consumer processing model • Hedonic, experiential model Elements of the communication process
- 95. Communication model for the technology-driven age Marketing communications and meaning • Meaning is developed by accomplishing specific brand-level objectives. • Meaning can be derived from a number of perspectives: semiotics symbols. Semiotics • Semiotics is the study of signs and the analysis of meaning-producing events. • Signs are stimuli that may include both linguistic and non-linguistic signs. • Meanings are the thoughts and feelings evoked by the stimuli. Semiotics
- 96. Semiotics Signs (non-linguistic stimuli) Meanings (perceptions and affective reactions to a stimuli) External influences on meanings • Marketing communications take place in cultural and social environments that are already loaded with meaning. • These external influences (values and beliefs, and artefacts of these values and beliefs) are learned through socialisation. • These external influences can influence the internal interpretations of the marketing communications. Symbols • Symbols are used to establish a relationship between a brand and a referent; e.g. Red Bull uses the picture of two bulls to represent strength.
- 97. • Often the symbolic relationship is established using figurative, or non-literal language. Behavioural foundations of marketing communications • Analysis of consumer choice should not oversimplify the process. • Consumer decision-making is very complex and is unlikely to be based on either: pure reason cold, logical, and rational or pure feelings passionate, spontaneous, irrational. • Rational and hedonic models are not mutually exclusive. The consumer processing model • Eight stages of consumer
- 98. information processing The hedonic, experiential model • The greater the emotional involvement, the greater the influence of experiential processes • Product consumption results from the anticipation of having fun and pleasurable feelings. • Examples include: performing arts plastic arts popular forms of entertainment fashion apparel sporting events leisure activities recreational pursuits. CPM and HEM perspectives
- 99. • Verbal stimuli and rational arguments are most appropriate in CPM oriented marketing communications. • Non-verbal content or emotionally provocative words are most appropriate for HEM oriented marketing communications. • However, CPM and HEM are not mutually exclusive as such. Academic journals must be correct*** Times news Roman font size 12, single line spacing*****
- 100. · 8 – 15 pages excluding contents page and reference list · Minimm 5 journals ( year 2008 – 2018) · Include the advertisement in the assignment Students are expected to comply to the following requirements 1) Executive summary 2) Introduction 3) Select a company/product 3a) Classification of the selected company/product 3b) Brief description of the seleted company/project 4) Identify the target market 4a) demographics 4b) psychographics (ROY MORGAN) 5) Communication objectives 6) Critique of the advertisement (MUST READ CHAPTER 6, will upload for u ) 6a) strengths + theories/concepts 6b) weaknesses + theories/concept, recommendations to overcome weaknesses 7) Media used ( MUST READ CHAPTER 7 TO 10) 7a) strengths 7b) weaknesses 8) Recommendatons to the media used an WHY 9) Conclusion 10) References
- 101. Executive summary - Only 2 paragraph 1st paragraph is to summaries part 2 (6) , 6a , 6b 2nd paragraph summaries part 3 (7) , 7a , 7b , 8 , 9 All need journals(THE CORRECT JOURNALS)PART 1 refer to chapter 3 & 4 3) Select a company/product 3a) Classification of the selected company/product 3b) Brief description of the seleted company/project -3a (classification of the product) Using marketing terms like consumer goods ,convenience goods, shopping goods, speciality goods. Convenience shopping and speciality can only choose one, strictly no definition. Purpose is to help construct this sentences - 3b brief description of the product Functions of the product ,benefits ,brand positioning , any Usp (unique selling proposition) 4)Identify the target market 4a) demographics 4b) psychographics (ROY MORGAN) 4) identify target market (market segmentation) refer to chapter 3 Demographics ,narrow age range Generation Y. Are tech savvy (gender income level occupation )
- 102. 4b) psychographics choose only 1 segment There are 10 segment(Roy Morgan) but only Choose one and must reference using text book 1 paragraph 3-5 lines describing the behaviour of the target market Value / lifestyle Behavioural targeting I only drink red wine during wedding (social drinker) It’s not safe to drink water so I have to stock up distilled water, HEAVY consumer do distilled water Ethical principles 4b) Brand positioning - a clear positioning statement is essential to developing marketing communications strategies - positioning strategies provide for: Who the target market is What marketing should say about the brand What media should be used to reach target market -LV advertise in high end magazine Roles advertise in straits time or business time or go for sponsorship like Golf cause it’s a expensive game -how to communicate brand position, advertisement and media - Mango Brand positioning was so successful , today it’s over. Because of brand positioning they killed the mark, they should have stick to threat own design and refuse to adopt sales promotion. When they have a separate design and use sales promotion it went down. Because they sold as cheap as $7 Effective positioning statement : Nike just do it, kit kat have a break Represent how the brand wants to be seen The thoughts and feelings of the consumer.
- 103. 5) Communication objectives MIN 4 MAX 5 Refer to chapter 4 (session 2) Volume = trial (free samples)(sell Low price valid for a few days) + repeat Elasticity : - applies strictly to advertising - the moment the brand is very establish don’t need to advertise : neither price elastic Nor advertising - elastic - more advertising elastic : spend more on advertising - both price and advertising elastic :increase advertising and discount prices during special official - more price elastic : price discounting suitable when brand switching is high Marketing communication function and process Informing : product is at the introduction stage of PLC product life cycle Persuading : can happen at any stage at PLC most prominent at growth and majority stage Reminding : majority stage of PLC Adding value : sales promotion etc , explain about the functioning benefits Assisting other company efforts : sales and marketing team, when we want to market a product our potential customer has heard about us so it become much easier for them to pitch the sales EG: Singapore airlines advertisement , is it informing persuading reminding or adding value?
- 104. Answer : reminding , the theory is PRODUCT LIFE CYCLE ,at the majority stage . Strength is reminding , theory to explain is PLC And find journals of PLC , focus on majority stage ( can use this as strength) Setting marketing communication objectives : top down management has to agree Given a sum of money execute - accountability : provide standards against which results can be measured Hierarchy of effects model : Bottom - TOP -Unawareness (expose to advertisement ) Become -Awareness Form -expectation ( make meaning of the advertisement -Trial (buy to try) become the consumer Measuring against the expectation And forms beliefs and attitude - Belief reinforce the and attitude reinforce the leads to brand loyalty Brand loyalty Become price insensitive , ppl say it’s okay Competitors offer Better price , rejected Act as the brand ambassador !!!Setting achievable advertising objectives Min 4 max 5 - include a precise statement (only one line) To achieve x% of market share by month year . - be quantitative achievable , never use words like MORE THAN, and above in marketing objectives - specify the amount of change (50%) - be realistic - be internally consistent
- 105. 4 Budget methods - objective and task method (most practical) Should I be talking about competitors? NO Do not use I YOU ME USE THIRD PARTY Australian English “Colour” Do not start a new sentence with and and because (American English) : only need 1 reference in part 1 (text book) psychographic ***** PART 2 6)Critique of the advertisement (MUST READ CHAPTER 6, will upload for u ) 6a) strengths + theories/concepts 6b) weaknesses + theories/concept, recommendations to overcome weaknesses 6a and 6b Strength : min 3 strength -every strength to be supported by at least 1 theory and evidences from the advertisement (image)Weaknesses : min 2 each supported by 1 theory ,provide evidences from the advertisement
- 106. TIPS: too many words,cluttered ,evidence . Theory : NOISE READ ABOUT NOISE**** Distraction Due to limited time , selective attention PART 3 7)Media used ( MUST READ CHAPTER 7 TO 10) 7a) strengths 7b) weaknesses 8)Recommendatons to the media used an WHY 9)Conclusion 10)References 7) media used ,strength and weakness Must read chapter 7-10 strength Weaknesses(link back to demographic and psychographic Roy Morgan) prefer to part 1 8) recommendation How do u aim to overcome the weaknesses 1: despite the weakness I can choose to continue to use the media , read up (reach vs frequency) to explain this. Need referencing 9) conclusion -) Because of this weakness it is therefore recommended ... this should use this media. Or -)Recommend a complete new media and focus only the advantages of the proposed media
- 107. BUS302Integrated Marketing Communications Unit Information and Learning Guide Resources for this unit To undertake study in this unit, students will need: Essential textbook (You are expected to purchase this text) Chitty, W., Luck, E., Barker, N., Sassenberg, A.M.,Shimp, T. A., Andrews, J.C., 2018, Integrated Marketing Communications, 5th Asia-Pacific edition, Cengage Learning Australia Pty Ltd. ISBN 9780170386517 Other references Belch, G. & Belch, M. (2007), Advertising and Promotion (Seventh edition). New York, NY: Irwin/McGraw-Hill. Clow, K.E. & Baack, D. (2012), Advertising, Promotion, and Marketing Communications (Fifth edition). Pearson Education Limited. Academic Journals
- 108. Journal of the Academy of Marketing Science Journal of Advertising Research Journal of Business Research Journal of Consumer Research Journal of Marketing Journal of Marketing Communications Marketing Intelligence and Planning Psychology and Marketing These journals are accessible from the databases listed in Appendix C. Note: The above list of reference materials is indicative only: You have to determine the additional materials that are needed to satisfactorily complete the group Research Reports. Online resources www.advertising.utexas.edu/world/ www.clioawards.com www.adage.com www.Advertising.com www.bandt.com.au www.cyberatlas.internet.com www.afa.org.au www.forrester.com www.arfsite.org www.idc.com www.canneslions.com www.idcresearch Assessment Campaign Critique Choose an advertising campaign of your choice and review the approach used Individual
- 109. 1, 2, 3, 4, 5 30% Session 5 (online submission) Assessment details The details of each assessment component are set out below. Each assessment will be marked according to the general criteria for assessment as prescribed by the University grading system and specific criteria set out in the Marking Guides. Campaign Critique (30%) · This assessment is designed for students to demonstrate a comprehensive understanding of Marketing Communications theories and concepts by reviewing a real campaign and, with expertise, recognise the strengths and weaknesses of the campaign. · Students are also expected to develop sound recommendations, with appropriate rationale, as to how the selected company or brand should move forward with its future campaigns. · Pick a company or product that has been advertised very heavily here in Singapore across a range of media. · Provide a detailed background brief – what is the product or service, what is the customer need it fulfils, and a description of the customers it serves. · Also include what you believe the communication objectives to be based on your assessment of the campaign. · Summarise the media being used as part of the campaign. This will include a discussion of the strengths and weaknesses of the media, critically present the ads (youtube URLS, other URLs, screen shots, photos, verbatim descriptions of radio ads etc) and describe what these ads have achieved. · Write a conclusion with recommendations on how to address
- 110. the weaknesses or capitalise on the existing strength of the media. · A penalty of 10% per day (to a maximum of 30% which is the total allocated for the assessment) will be applied for late submissions. · Refer to the following for referencing: http://our.murdoch.edu.au/Student-life/Study- successfully/Referencing-and-citing/ Determination of the final grade The final mark is an aggregate of all the assignments. Therefore, students need to achieve a satisfactory performance overall, which is (≥ 50%) in all the assessable components to pass this unit. Assessment Marking Guides . Campaign Critique (30%)************** Objective/Criteria Total Marks Allocated Background brief - Description of the product/brand, the need fulfilled, the market segment(s) targeted and the apparent communication objectives 8 Media summary - Description of the approach used; identify full extent of campaign, assessment of strengths and weaknesses 8 Recommendations for improvement based on summary 10 Quality of writing - clarity in writing, concise, avoiding grammatical and spelling errors
- 111. 2 Overall report presentation - correct formatting, appropriate appendices, extent of references 2 Total Marks 30% 4 Murdoch University 3 Murdoch University