Review and Chapter 5 re-cap

Where have we been IMC – What is it? Why is it important? What trends are driving IMC? Segmentation and selecting a target market Positioning – POINT OF DIFFERENCE (USP) Branding, Positioning Strategy Ch. 3 Ch. 1 Ch. 2 and 3

Where have we been MARKETING COMMUNICATIONS PLAN Marketing Communications Objectives, Strategies ADVERTISING PLAN MEDIA PLANCREATIVE PLAN Advertising Objectives Creative Objectives Creative Strategy Creative Execution Media Objectives Media Strategy Media Execution Pg. 57 Pg. 105 Pg Pg

Creative Planning: The Creative Brief 1. Problem – from the consumer’s standpoint 2. Advertising Objective 3. Positioning Strategy Statement 4. Creative Objective 5. Creative Strategy – tone, theme, appeal 6. Creative Execution

Media Plan 1. Media Objectives Who is the target market What is the nature of the message to be communicated (information intensive, image intensive etc) Where are the market priorities geographically When is the best time to reach the target (time of year and of day) How many people to reach, how often

Media Strategy 1. Target Market Profile Approach Shotgun, Profile, Rifle 2. Geographic Priorities 3. Timing of Advertising 4. Reach, Frequency, Continuity 5. Media Execution – Media Blocking Chart

CPM (Cost of ad/circulation) X 1000

TV Advertising Alternatives Factors such as the budget available and market coverage priorities influence television decisions. TV is expensive. Network Spots Selective Spots Local Spots Sponsorships Branded Content

Radio Advertising In radio all decisions are usually based on demographics. 1.Station format determines the audience profile. 2.Radio is ideal for reaching targets defined by age. 3.Radio is an important medium if a “key market” strategy is recommended.

Newspaper Advertising Local market circulation and readership make newspapers an attractive medium. 1.Newspapers are ideal for a “key market” media strategy. 2.Newspapers are attractive to national advertisers, and national and local retailers. 3.Newspapers offer “merchandising” opportunities.

Magazine Advertising Magazines are excellent at targeting precisely defined audiences. 1.Magazines are a “class” medium instead of a “mass”medium. 2.The clustering of ads has a negative influence on message impact. 3.Magazines are ideal for “profile matching” media strategies.

Out-of-Home Advertising Outdoor is a passive medium but the message is very visible. 1.Outdoor ads reach the same audience frequently. 2.A wide variety of alternatives are available. Outdoor can be virtually anywhere! 3.An ideal medium for “shotgun” media strategies in key markets.

Posters  10’ x 20’  Front lit illumination  Available in Top 10 markets, mid/small communities across country  Excellent mass distribution

Superboards  Front lit  10’ x 44’ and 14’ x 48’  Vinyl  Reusable  Space extensions

Backlights  23’ x 10’ horizontal  14’ x 19’ vertical  Rear illuminated  Printed on vinyl  Reusable

Wall Mural - Painted  “Urban art”  Painted directly on the wall  Located in high profile areas in Toronto  Various sizes

Wall Mural - Banner  Various sizes  Vinyl  Landmark locations in Toronto

Transit Advertising Easy way to target transit riders – they have nothing else to do while on the bus Offer continuous exposure Easy way to reach a diverse audience

Transit Shelters  4’ x 6’  National coverage  Specific targets  Backlit  10,000 faces located on key transportation routes in major markets

King Posters  30” h x 139” w  Urban coverage of Toronto and other major cities across Canada  Reusable

Super Kings  30” h x 192” w

Seventy Posters  21” h x 70” w  Urban coverage of Toronto and other major cities across Canada

Vinyl Wraps Full wraps - Vinyl application on both sides and the back of the bus. Murals - Vinyl application on the driver’s side of the bus only.

Vinyl Wraps Streetcar wraps – Vinyl application on both sides and the back of a streetcar. Full Backs - Vinyl application on the back of the bus only.

Subway Wraps  Vinyl application of both sides of a subway train  2 cars sold together.

Interior Cards Standard Interior 11”h x 35”w Super Interior 11”h x 70”w  Backlit  Above the windows of all transit vehicles  Standard sizes across Canada

Vertical Posters  28” h x 20” w  Toronto subway cars and on station walls by the escalators

Subway Platform Posters  4’ x 6’  Toronto subway  Standard size – same as a TSA  Backlits available at Bloor and Dundas stations Bloor Backlit

Backlit 50’s and 100’s  Toronto subway  Located in backlit frames in high traffic locations at various stations Backlit 100 Backlit 50

Ceiling Decals  Available in buses only  Maximum size of 2’ x 4’

Stair Risers  Available on a station specific basis, or as part of a station domination.

Turnstiles  Roadblock the consumer entering or leaving the station.  Turnstiles are sold as a package

Assessing Media Alternatives MediumProCon TelevisionImpactHigh Cost ReachClutter Some targetingAudience fragmentation RadioCoverage flexibilityTechnology TargetingFragmentation FrequencyMessage (Sound only) Flexible – key markets The strengths and weaknesses of all media options are evaluated.

Assessing Media Alternatives MediumProCon NewspaperLocal ReachShort Life Key Market CoverageClutter Media environmentReproduction quality MerchandisingAudience diversity MagazineTargetingClutter Message QualityLow Frequency LifespanCost Environment Pass along readers

Assessing Media Alternatives MediumProCon OutdoorReachCreative Limitations FrequencyLow Targeting Coverage flexibilityCost AwarenessImage TransitReach and frequencyTargeting Continuous exposureEnvironment – clutter Coverage flexibility

Unique Forms of Advertising Advertising can reach consumers in unique and unexpected ways: Airport Display Ads Bar, Restaurant and Hotel Ads Washrooms Benches

Unique Forms of Advertising Other innovative alternatives include:  Elevator Advertising  Arena and Stadium Advertising  Supermarket and Other Retail Advertising  Taxicabs  Theatre Screens

Questions from text – page 156 Discussion questions #4 #5 #8