Download BA 315 - CHAPTER 10 COMMUNICATIONS

BA 315 - CHAPTER 10 COMMUNICATIONS ADVERTISING
LINDELL’s POWER POINTS
COMMUNICATIONS
• 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 longterm campaign goals.
– Considerations include costs, reach, waste,
message permanence, persuasive impact,
narrowcasting, frequency, clutter, lead time, and
media innovations.
– Advertising media costs are outlays for media
time or space and are related to ad length or size,
and media attributes.
– Reach refers to the number of viewers, readers, or
listeners in a medium’s audience.
– Waste is the medium’s audience that is not in
advertisers target audience.
– Frequency refers to how often a medium can be
used.
MEDIA (continued)
– Message permanence refers to the
number of exposures one ad generates
and how long it is available to the public
– Persuasive impact is the ability of a
medium to stimulate consumers.
– Narrowcasting presents advertising
messages to limited and well-defined
audiences.
– Clutter involves the number of ads in a
medium.
– 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!!!
CHAPTER 10, ADVERTISING
CONCLUDED
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