BA 315 - CHAPTER 10 COMMUNICATIONS - ADVERTISING LINDELL’s POWER POINTS.
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BA 315 - CHAPTER 10 COMMUNICATIONS - ADVERTISING LINDELL’s POWER POINTS
COMMUNICATIONS Integrated Marketing Communications (IMC) Integrated Marketing Communications (IMC) –As defined by the American Association of Advertising Agencies, Integrated Marketing Communications (IMC) “recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines— advertising, public relations, personal selling, and sales promotion—and combines them to provide clarity, consistency, and maximum communication impact. INFORM, PURSUADE & REMIND
Benefits of an IMC Approach –It is synergistic, taking into account the multiple ways to reach potential consumers. –There is tactical consistency, whereby various promotion tools complement each other. –There is interactivity with consumers, with messages better tailored to specific market segments. –Every message positively influences the target audience. –Promotion themes and differential advantages are understood by all employees who interface with the targeted audience. –Advertising, public relations, sales, and sales promotion personnel cooperate with one another. –Detailed data bases are maintained.
PROMOTIONAL (COMMUNICATIONS) STRATEGY REVIEW YOUR MARKETING PLAN SITUATIONAL ANALYSIS BUILD ON YOUR MARKETING OBJECTIVES ESTABLISH COMMUNICATION OBJECTIVES ENGAGE THE ELEMENTS- MIX OF TOOLS (INCLUDING ADVERTISING) IMPLEMENT AND CONTROL FOLLOW ON AND EVALUATE
REVIEW YOUR MARKETING PLAN SITUATIONAL ANALYSIS BUILD ON YOUR MARKETING OBJECTIVES Your Action Plan
Planning Steps (continued) Then… ESTABLISH COMMUNICATION OBJECTIVES ENGAGE THE ELEMENTS- MIX OF TOOLS (INCLUDING ADVERTISING) IMPLEMENT AND CONTROL FOLLOW ON AND EVALUATE
THE ELEMENTS- MIX OF TOOLS (INCLUDING ADVERTISING) advertising public relations (includes publicity) personal selling sales promotion
ADVERTISING The MASS COMMUNICATION TOOL DESIGNED TO INFORM, PURSUADE AND/ OR REMIND, PAID FOR BY AN IDENTIFIED SPONSOR
and now……. YOUR ADVERTISING PLAN ADVERTISING Objectives –Advertising objectives can be divided into two main categories: stimulating demand and enhancing company image. –Product advertising –Institutional advertising
SET ADVERTISING OBJECTIVES Types of objectives include awareness, reminder to use, changing attitudes about use of the product form, changing perceptions about the importance of brand attributes, changing beliefs about brands, attitude reinforcement, corporate product_line image building, and obtaining a direct response.
BUDGET Establishing the advertising budget is one of the more difficult tasks facing marketing managers, but a budget will provide necessary guidance for message designers and media planners. Managers will adjust budgets based on product objectives, product profitability, or productivity judgments. Given an advertising objective, a manager can estimate message development costs such as production costs, technical fees, royalties to participants and media costs such as print space and radio or television time
MESSAGE The message includes the appeals that represent the central idea of the message and the method ‑ of presentation that is used to present the copy claims. The three major requirements of an effective message are desirability, exclusiveness, and believability. Copy claims can describe the physical attributes, functional benefits, or characteristics of the product. Various methods of execution style may be used, including symbolic associations, testimonials, case histories, documentation, comparison advertising, and humor.
MEDIA Various decisions are of extreme importance ‑ selecting the type of medium; selecting possible vehicles for consideration; determining size, length, and position of an advertisement; determining the desired reach and frequency distribution of messages; and developing the media schedule. Media objectives can be accomplished by distributing expenditures according to their timing or reach and frequency Computer routines can be used to yield a set of media schedules that provide the largest number of GRPs for a given budget. However, mathematical models should not serve as substitutes for managerial judgment.
MEDIA (continued) Media Considerations (1) –Selecting media is just one part of reaching long- term campaign goals. –Considerations include costs, reach, waste, message permanence, persuasive impact, narrowcasting, frequency, clutter, lead time, and media innovations. –Advertising media costs –Advertising media costs are outlays for media time or space and are related to ad length or size, and media attributes. –Reach –Reach refers to the number of viewers, readers, or listeners in a medium’s audience. –Waste –Waste is the medium’s audience that is not in advertisers target audience. –Frequency –Frequency refers to how often a medium can be used.
MEDIA (continued) –Message permanence –Message permanence refers to the number of exposures one ad generates and how long it is available to the public –Persuasive impact –Persuasive impact is the ability of a medium to stimulate consumers. –Narrowcasting –Narrowcasting presents advertising messages to limited and well-defined audiences. –Clutter –Clutter involves the number of ads in a medium. –Lead time –Lead time is the period required by a medium for placing an ad.
Online Advertising –Predictions for online advertising in 2003 varied from $10 billion to a less optimistic amount of $5.4 billion. –Online advertising is less than 2.3 percent of total ad spending via all medi(2002). –Problems with Web advertising include No system to compare and rate Web ad results with traditional measurement tools. Too broad a range of Web sites and users. Limited knowledge about what ‘works’, when, and why.
MEASURING EFFECTIVENESS Managers should attempt to evaluate the effectiveness of advertising to determine whether advertising expenditures are being well used DAGMAR
NOW CONSULT YOUR PROMOTIONAL PLANNING OUTLINE AND FIGURE 10-1 FROM OUR TEXT AND GO FOR IT! SMITHSTONE AND STEWART ARE ON THE EXAM OPPORTUNITYISNOWHERE!!!