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Do you remember where we have been? Contemporary IMC Approach Packaging Sales Promotion Point of Purchase Publicity Interactive Marketing Media Advertising Direct Marketing Direct Response Public Relations Special Events Reasons for the Growth of IMC Planning Efficiency and Effectiveness Consumer Adoption of Technology and Media Innovative Marketing Practices Shifting of marketing dollars Movement from advertising focus Growth of the Internet Growth of database marketing Shift in power Consumer Decision Making Decision Stage Psychological Process Need Recognition Motivation Information Search Perception Alternative Evaluation Purchase Decision Postpurchase Evaluation Attitude Formation Integration Learning Bases for Segmentation Psychographic Demographic Customer Characteristics Socioeconomic Geographic Behaviour behaviour Outlets Buying Situation Usage Benefits The Communications Process Alternative Response Hierarchies Marketing Versus Communications Objectives Marketing Objectives Communications 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 • 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 Vs. 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 Category need 1. • 2. 3. 4. 5. Whether the target audience feels the need to purchase within the actual product category. Brand awareness Brand attitude Brand purchase intention 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 Competitor Positioning by Product Class Creative Strategy Theme or Big Idea Appeal technique Source Advertising Campaign Themes The central message that will be communicated in all of the various IMC activities Miller Lite “ At a place called Miller time” BMW “ The Ultimate Driving Machine” Chevy Trucks “Like a Rock” Approaches to Guide the Search for a Creative Theme Positioning the Brand Use a Unique Selling Position Seeking the Major Idea Find the Inherent Drama Create the Brand Image Types of Rational Appeals Feature: Focus on dominant traits of the product Competitive: Makes comparisons to other brands Price: Makes price offer the dominant point News: News announcement about the product Popularity: Stresses the brand’s popularity Appealing to Socially-Based Feelings Approval Affiliation Embarrassment Acceptance Status Social-Based Feelings Respect Belonging Involvement Rejection Recognition 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 1. Source Credibility Expertise Trustworthiness CREDIBILITY 2. Source Attractiveness Similarity Similarity Familiarity Familiarity Likeability Resemblance between the source and recipient of the message Knowledge of the source through repeated or prolonged exposure Affection for the source resulting from physical appearance, behaviour, or other personal traits Ad Execution Techinques Straight-sell Slice of life Scientific Testimonial Demonstration Animation Comparison Personality Symbol Dramatization Fantasy Humour Print Media 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 Creativity for Cognitive and Emotional Responses Geographic Coverage Target Audience Selectivity Permanence Media Image Selective Exposure and Attention Limitations of Magazines Absolute Cost and Cost Efficiency Reach and Frequency Long Lead Time Target Audience Coverage Clutter 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 Cost Depends On… 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 How to Buy Magazine Advertising Space Sold on the Basis of Units of Space Black and White vs. Colour Frequency The Future for Magazines Government Support Canadian Titles Online Delivery Advances in Technology Evaluation of Newspapers Types of Newspapers Daily Newspapers Community Newspapers National Newspapers Special Audience Newspapers Newspaper Supplements Types of Newspaper Advertising Local (Mostly Retail) Display Ads General (Often National) Paid Reading Notices (Editorial Look) Small Items Arranged by Topic Classified Ads Rates Based on Size, Duration Classified Display - Combination Legal Notices - Public Reports Public Notices Notices by People, Organizations Financial Reports Printed Inserts Prepared Separately by Advertisers Strengths of Newspapers Reach and Frequency Scheduling Flexibility Geographic Coverage Reader Involvement and Amount of Processing Time Media Image Creativity for Cognitive Responses Absolute Cost and Cost Efficiency Target Audience Coverage Limitations of Newspapers Creativity Impact for Emotional Responses Selective Exposure and Poor Attention Target Audience Selectivity Clutter Buying Newspaper Advertising Space Issues Related to the Decision Circulation and Readership Advertising Rates Audience Measurement 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 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.