Unit 2 advertising


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advertising management unit 2

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  • Video icon links to American Express video on how it changed message strategies with the use of celebrity endorser, Jerry Seinfeld, and the use of webisodes online.
  • Click the video icon to launch a video about DDB Worldwide.
  • Unit 2 advertising

    1. 1. Designing and Managing Integrated Marketing Communications
    2. 2. Chapter Questions• What is the role of marketing communications?• How do marketing communications work?• What are the major steps in developing effective communications?• What is the communications mix and how should it be set?• What is an integrated marketing communications program?
    3. 3. Dove’s Campaign for Real Beauty
    4. 4. What areMarketing Communications? Marketing communications are the means by which firms attempt to inform, persuade, and remindconsumers, directly or indirectly, about the products and brands they sell.
    5. 5. Modes of Marketing Communications• Advertising • Direct marketing• Sales promotion • Interactive• Events and marketing experiences • Word-of-mouth• Public relations and marketing publicity • Personal selling
    6. 6. IMC Builds Brands
    7. 7. Communication PlatformsAdvertising Sales Promotion• Print and broadcast ads • Contests, games,• Packaging inserts • Premiums• Motion pictures • Sampling• Brochures and booklets • Trade shows,• Posters • Coupons• POP displays • Rebates• Logos • Entertainment• Videotapes • Continuity programs
    8. 8. Communication PlatformsEvents/ Public Relations Experiences • Press kits• • Speeches Sports • Seminars• Entertainment • Annual reports• Festivals • Charitable donations• Arts • Publications• Causes • Community relations• Factory tours • Lobbying• • Identity media Company museums • Company magazine• Street activities
    9. 9. Visitors to the Woodward Dream Cruise Often Tour Ford’s Factory Museum
    10. 10. Communication PlatformsPersonal Selling Direct Marketing• Sales presentations • Catalogs• Sales meetings • Mailings • Telemarketing• Incentive programs • Electronic shopping• Samples • TV shopping• Fairs and trade shows • Fax mail • E-mail • Voice mail • Blogs • Websites
    11. 11. Word-of-Mouth Marketing• Person-to-person• Chat rooms• Blogs
    12. 12. Elements in the Communications Process
    13. 13. Field of ExperienceSender’s Receiver’s field field
    14. 14. The Communications Process Selective attention Selective distortion Selective retention
    15. 15. Response Hierarchy Models
    16. 16. An Ideal Ad Campaign• The right consumer is exposed to the message at the right time and place• The ad causes consumer to pay attention• The ad reflects consumer’s level of understanding and behaviors with product• The ad correctly positions brand in terms of points-of-difference and points-of-parity• The ad motivates consumers to consider purchase of the brand• The ad creates strong brand associations
    17. 17. Steps in Developing Effective CommunicationsIdentify target audience Determine objectives Design communications Select channels Establish budget Decide on media mix Measure results/ manage IMC
    18. 18. Communications ObjectivesCategory Need Brand AwarenessBrand Attitude Purchase Intention
    19. 19. Designing the Communications• Message strategy• Creative strategy• Message source• Global adaptation
    20. 20. Creative Strategy• Informational and transformational appeals• Positive and negative appeals • Fear • Guilt • Shame • Humor • Love • Pride • Joy
    21. 21. Message SourceCelebrity Characteristics • Expertise • Trustworthiness • Likeability
    22. 22. Issues Facing Global Adaptations• Is the product restricted in some countries?• Are there restrictions on advertising the product to a specific target market?• Can comparative ads be used?• Can the same advertising be used in all country markets?
    23. 23. Select Communication Channels• Personal channels• Nonpersonal channels• Integration of channels
    24. 24. PersonalCommunications Channels Advocate channels Expert channels Social channels
    25. 25. Stimulating Personal Influence Channels• Identify influential individuals and devote extra attention to them• Create opinion leaders• Use community influentials in testimonial advertising• Develop advertising with high “conversation value”• Develop WOM referral channels• Establish an electronic forum• Use viral marketing
    26. 26. NonpersonalCommunication Channels Media Sales Promotion Events and Experiences Public Relations
    27. 27. Establish the Budget Affordable Percentage-of-Sales Competitive Parity Objective-and-Task
    28. 28. Objective-and-Task Method• Establish the market share goal• Determine the percentage that should be reached• Determine the percentage of aware prospects that should be persuaded to try the brand• Determine the number of advertising impressions per 1% trial rate• Determine the number of gross rating points that would have to be purchased• Determine the necessary advertising budget on the basis of the average cost of buying a GRP
    29. 29. Characteristics ofThe Marketing Communications Mix Advertising Sales Promotion • Pervasiveness • Communication • Amplified • Incentive expressiveness • Invitation • Impersonality
    30. 30. Characteristics ofthe Marketing Communications Mix Public Relations Events and and Publicity Experiences • High credibility • Relevant • Ability to catch • Involving buyers off guard • Implicit • Dramatization
    31. 31. Characteristics ofthe Marketing Communications Mix Direct Marketing Personal Selling • Customized • Personal interaction • Up-to-date • Cultivation • Interactive • Response Word-of-Mouth Marketing • Credible • Personal • Timely
    32. 32. Factors in Setting Communications Mix• Type of product market• Buyer readiness stage• Product life cycle stage
    33. 33. Cost Effectiveness by Buyer Readiness Stage
    34. 34. Current Consumer States for Two Brands
    35. 35. Coordinating Media to Build Brand Equity Brand Signature MediaInteractions
    36. 36. Marketing Debate Has TV advertising lost power?Take a position:1. TV advertising has faded in importance.or2. TV advertising is still the most powerfuladvertising medium.
    37. 37. Marketing Discussion Pick a brand and go to the Website. Locate as many forms of communication as you can find. Conduct an informal communications audit. What do you notice? How consistent are the different communications?