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.

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

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

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