Presentation on theme: "Do you remember where we have been?. Contemporary IMC Approach Point of Purchase Publicity Interactive Marketing Public Relations Direct Marketing Special."— Presentation transcript:
Do you remember where we have been?
Contemporary IMC Approach Point of Purchase Publicity Interactive Marketing Public Relations Direct Marketing Special Events Packaging Sales Promotion Direct Response Media Adver- tising
Reasons for the Growth of IMC Planning Efficiency and Effectiveness Consumer Adoption of Technology and Media Innovative Marketing Practices Growth of the Internet Growth of database marketing Shift in power Movement from advertising focus Shifting of marketing dollars
Consumer Decision Making Information SearchPerceptionPostpurchase EvaluationLearningPurchase DecisionIntegrationAlternative EvaluationAttitude Formation Need RecognitionMotivation Purchase DecisionIntegration Decision Stage Psychological Process Alternative EvaluationAttitude FormationInformation SearchPerception Need RecognitionMotivation
Marketing Versus Communications Objectives Vs. Marketing Objectives Generally stated in the firm’s marketing plan Achieved through the overall marketing plan Quantifiable, such as sales, market share, ROI To be accomplished in a given period of time Must be realistic and attainable to be effective Generally stated in the firm’s marketing plan Achieved through the overall marketing plan Quantifiable, such as sales, market share, ROI To be accomplished in a given period of time Must be realistic and attainable to be effective Communications Objectives Derived from the overall marketing plan More narrow than marketing objectives Based on particular communications tasks Designed to deliver appropriate messages Focused on a specific target audience Derived from the overall marketing plan More narrow than marketing objectives Based on particular communications tasks Designed to deliver appropriate messages Focused on a specific target audience
Options for Behavioural Objectives 1. Trial Consumer’s first purchase of focal brand. Brand trial objectives Retrial objectives Brand-switching objectives Category trial objectives
Options for Behavioural Objectives 2. Repeat Purchase A consumer’s continued purchase of a focal brand within a specified time period. Repeat-purchase objectives
Options for Behavioural Objective 3. Purchase-Related Behaviour An action taken by consumers which will lead to a higher probability of purchasing the brand. Consumer seeks some amount of information about, or experience with, the brand. Purchase-related behaviour objectives
Options for Behavioural Objectives 4. Repeat Consumption The continued consumption of a brand once purchased. Repeat-consumption objectives
Options for Communication Objectives 1. Category need Whether the target audience feels the need to purchase within the actual product category. 2. Brand awareness 3. Brand attitude 4. Brand purchase intention 5. Brand purchase facilitation
Positioning “The art and science of fitting the product or service to one or more segments of the broad market in such a way as to set it meaningfully apart from competition.”
Brand Positioning Strategy Options Options via Consumer and Competition Positioning by Product Attributes and Benefits Positioning by Price/Quality Positioning by Use or Application Positioning by Product User Repositioning Positioning by Product Class Positioning by Product Attributes and Benefits Positioning by Price/Quality Positioning by Use or Application Positioning by Product User Repositioning Positioning by Competitor
Creative Strategy Theme or Big Idea Appeal technique Source
Advertising Campaign Themes “The Ultimate Driving Machine” BMW “At a place called Miller time” Miller Lite Miller Lite “Like a Rock” Chevy Trucks Chevy Trucks BMW Miller Lite Miller Lite The central message that will be communicated in all of the various IMC activities
Approaches to Guide the Search for a Creative Theme Positioning the Brand Use a Unique Selling Position Use a Unique Selling Position Create the Brand Image Find the Inherent Drama Seeking the Major Idea
Types of Rational Appeals Popularity: Stresses the brand’s popularity News: News announcement about the product Price: Makes price offer the dominant point Competitive: Makes comparisons to other brands Feature: Focus on dominant traits of the product News: News announcement about the product Price: Makes price offer the dominant point Competitive: Makes comparisons to other brands Feature: Focus on dominant traits of the product
Appealing to Socially-Based Feelings Status Acceptance Respect Approval Affiliation Belonging Rejection Recognition Embarrass- ment Involvement Acceptance Respect Approval Affiliation Belonging Rejection Recognition Embarrass- ment Involvement Social-Based Feelings Social-Based Feelings
Fear Appeals Fear An emotional response to a threat that expresses or implies some sort of danger. Ads sometimes use fear appeals to evoke this emotional response and arouse individuals to take steps to remove the threat. Often used for social change issues.
Humour Appeals Best known and best remembered of all advertising. Used for many reasons: Attract and hold consumers’ attention Create positive mood Distract receiver from counterarguing the message
2. Source Attractiveness Resemblance between the source and recipient of the message Similarity Knowledge of the source through repeated or prolonged exposure Familiarity Affection for the source resulting from physical appearance, behaviour, or other personal traits Likeability Similarity Familiarity
Ad Execution Techinques Personality Symbol Straight-sell Scientific Demonstration Comparison Dramatization Humour Slice of life Testimonial Animation Fantasy Dramatization Comparison Animation Demonstration Testimonial Scientific Slice of life Straight-sell
Evaluation of Magazines Allow the presentation of detailed information which the reader can process at his or her own pace. Print media are not intrusive, unlike TV and radio. Newspapers and magazines are referred to as high-involvement media. Require effort on the part of the reader for the advertising message to have an impact.
Classifications of Magazines CARD divides magazines into three broad categories, based on the audience to which they are directed: Consumer Magazines Farm Publications Business Publications
Consumer Magazines Major portion of the magazine industry, accounting for nearly 2/3 of all advertising dollars spent in magazines. Consumer magazines can be classified by: General interest Distribution Frequency
Farm Publications There exist about 86 publications tailored to nearly every possible type of farming or agriculture. Ex. Ontario Milk Producer, Ontario Produce Farmer
Business Publications Major categories include: 1. Magazines directed at specific professional groups. 2. Industrial magazines directed at businesspeople in various manufacturing and production industries. 3. Trade magazines targeted to wholesalers, dealers, distributors, and retailers. 4. General business magazines aimed at executives in all areas of business.
Strengths of Magazines Target Audience Selectivity Permanence Selective Exposure and Attention Media Image Geographic Coverage Creativity for Cognitive and Emotional Responses
Limitations of Magazines Long Lead Time Target Audience Coverage Clutter Reach and Frequency Absolute Cost and Cost Efficiency
Buying Magazine Advertising Space Issues Related to This Decision: Circulation and Readership Audience Measurement Magazine Advertising Rates
Magazine Circulation and Readership Most Important Decisions Size of Magazine / Circulation Characteristics of Reader / Readership
Magazine Audience Measurement - PMB Print Measurement Bureau – PMB Non-profit Canadian industry association of advertisers, print magazine publishers, and advertising agencies. Mandate is to collect readership information for print magazines. Foremost research is the PMB study.
Magazine Advertising Rates Circulation Size and Position of Ad Particular Editions Chosen Special Mechanical or Production Requirements Number and Frequency of Insertions Whether Circulation is Controlled or Paid Number and Frequency of Insertions Special Mechanical or Production Requirements Particular Editions Chosen Size and Position of Ad Circulation Cost Depends On…
How to Buy Magazine Advertising Space Sold on the Basis of Units of Space Black and White vs. Colour Frequency Sold on the Basis of Units of Space Black and White vs. Colour
The Future for Magazines Advances in Technology Online Delivery Canadian Titles Government Support
Evaluation of Newspapers Community Newspapers Special Audience Newspapers Daily Newspapers National Newspapers Newspaper Supplements Special Audience Newspapers National Newspapers Community Newspapers Daily Newspapers Types of Newspapers
Types of Newspaper Advertising Rates Based on Size, Duration General (Often National) Local (Mostly Retail) Paid Reading Notices (Editorial Look) Small Items Arranged by Topic Classified Display - Combination Notices by People, Organizations Legal Notices - Public Reports Financial Reports Notices by People, Organizations Legal Notices - Public Reports Small Items Arranged by Topic General (Often National) Local (Mostly Retail) Prepared Separately by Advertisers Display Ads Classified Ads Public Notices Financial Reports Public Notices Classified Display - Combination Classified Ads Paid Reading Notices (Editorial Look) Display Ads Printed Inserts
Strengths of Newspapers Geographic Coverage Reader Involvement and Amount of Processing Time Creativity for Cognitive Responses Media Image Scheduling Flexibility Reach and Frequency Absolute Cost and Cost Efficiency Target Audience Coverage
Limitations of Newspapers Target Audience Selectivity Clutter Selective Exposure and Poor Attention Creativity Impact for Emotional Responses
Buying Newspaper Advertising Space Issues Related to the Decision Circulation and Readership Audience Measurement Advertising Rates
Newspaper Circulation and Readership Local Coverage Advertiser can reach most of the households in a market. National Coverage Want to reach broader regions or even the entire country. Need to purchase space in a number of papers.
Newspaper Audience Measurement NADbank Newspaper, advertising agency, and advertiser members. Mandate: Publish audience research information of Canadian newspapers. Provide valid readership information to facilitate buying and selling of newspaper ad space. ComBase Administers audience measurement for CCNA. Study is also named ComBase. Similar composition and mandate as NADbank.
Newspaper Readership By Age Figure 11-5
Newspaper Advertising Rates Cost of advertising space depends on factors like circulation, premium charges for colour in a special section, or discounts available. National rates can be about 15% higher than local rates.
Buying Newspaper Advertising Space Sold By: Agate Line Column Width Sold By: Agate Line Column Width Position: ROP Preferred Position: ROP Preferred
The Future for Newspapers Problems of reproduction quality and rate differentials. Face competition for national and local advertisers’ budgets. Growth of Internet and online services as marketing tools Local TV and radio stations and Yellow Pages are competing for local ads Industry is particularly concerned about loss of advertisers to direct marketing and telemarketing.