Do you remember where we have been?

1. Do you remember where we have been?

2. Sales Promotion Direct Response Packaging Media Adver- tising Point of Purchase Public Relations Publicity Interactive Marketing Direct Marketing Special Events Contemporary IMC Approach

3. Reasons for the Growth of IMC Planning Efficiency and Effectiveness Consumer Adoption of Technology and Media Innovative Marketing Practices Shifting of marketing dollars Growth of the Internet Movement from advertising focus Growth of database marketing Shift in power

4. Need Recognition Need Recognition Motivation Motivation Information Search Information Search Perception Perception Alternative Evaluation Alternative Evaluation Attitude Formation Attitude Formation Purchase Decision Purchase Decision Integration Integration Postpurchase Evaluation Learning Consumer Decision Making Decision Stage Psychological Process

5. behaviour Psychographic Outlets Demographic Socioeconomic Usage Geographic Benefits Bases for Segmentation Psychographic Demographic Customer Characteristics Socioeconomic Geographic Behaviour Outlets Buying Situation Benefits

6. The Communications Process

7. Alternative Response Hierarchies

8. 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 Marketing Versus Communications Objectives Vs.

9. Options for Behavioural Objectives • Trial • Consumer’s first purchase of focal brand. • Brand trial objectives • Retrial objectives • Brand-switching objectives • Category trial objectives

10. Options for Behavioural Objectives • Repeat Purchase • A consumer’s continued purchase of a focal brand within a specified time period. • Repeat-purchase objectives

11. Options for Behavioural Objective • 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

12. Options for Behavioural Objectives • Repeat Consumption • The continued consumption of a brand once purchased. • Repeat-consumption objectives

13. Options for Communication Objectives • Category need • Whether the target audience feels the need to purchase within the actual product category. • Brand awareness • Brand attitude • Brand purchase intention • Brand purchase facilitation

14. 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.”

15. Brand Positioning Strategy Options Options via Consumer and Competition Positioning by Product Attributes and Benefits Positioning by Product Attributes and Benefits Positioning by Price/Quality Positioning by Price/Quality Positioning by Use or Application Positioning by Use or Application Positioning by Product User Positioning by Product User Repositioning Repositioning Positioning by Competitor Positioning by Competitor Positioning by Product Class

16. Creative Strategy • Theme or Big Idea • Appeal technique • Source

17. Miller Lite BMW Chevy Trucks “ The Ultimate Driving Machine” “Like a Rock” “ At a place called Miller time” Advertising Campaign Themes The central message that will be communicated in all of the various IMC activities Miller Lite BMW

18. Positioning the Brand Use a Unique Selling Position Find the Inherent Drama Create the Brand Image Approaches to Guide the Search for a Creative Theme Seeking the Major Idea

19. Competitive: Makes comparisons to other brands Competitive: Makes comparisons to other brands Price: Makes price offer the dominant point Price: Makes price offer the dominant point News: News announcement about the product News: News announcement about the product Popularity: Stresses the brand’s popularity Types of Rational Appeals Feature: Focus on dominant traits of the product Feature: Focus on dominant traits of the product

20. Approval Approval Affiliation Affiliation Acceptance Acceptance Embarrass-ment Embarrass-ment Status Belonging Belonging Respect Respect Involvement Involvement Rejection Rejection Recognition Recognition Appealing to Socially-Based Feelings Social-Based Feelings

21. 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.

22. 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

23. 1. Source Credibility Expertise Trustworthiness CREDIBILITY

24. Similarity 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 2. Source Attractiveness Similarity Familiarity

25. Ad Execution Techinques Straight-sell Straight-sell Slice of life Slice of life Scientific Scientific Testimonial Testimonial Demonstration Demonstration Animation Animation Comparison Comparison Personality Symbol Personality Symbol Dramatization Dramatization Fantasy Fantasy Humour

26. Print Media

27. 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.

28. 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

29. 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

30. Farm Publications • There exist about 86 publications tailored to nearly every possible type of farming or agriculture. • Ex. Ontario Milk Producer, Ontario Produce Farmer

31. Business Publications Major categories include: • Magazines directed at specific professional groups. • Industrial magazines directed at businesspeople in various manufacturing and production industries. • Trade magazines targeted to wholesalers, dealers, distributors, and retailers. • General business magazines aimed at executives in all areas of business.

32. Strengths of Magazines Creativity for Cognitive and Emotional Responses Geographic Coverage Target Audience Selectivity Permanence Media Image Selective Exposure and Attention

33. Limitations of Magazines Absolute Cost and Cost Efficiency Reach and Frequency Long Lead Time Target Audience Coverage Clutter

34. Buying Magazine Advertising Space Issues Related to This Decision: • Circulation and Readership • Audience Measurement • Magazine Advertising Rates

35. Magazine Circulation and Readership Most Important Decisions Size of Magazine / Circulation Characteristics of Reader / Readership

36. 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.

37. Magazine Advertising Rates Cost Depends On… Circulation Circulation Size and Position of Ad Size and Position of Ad Particular Editions Chosen Particular Editions Chosen Special Mechanical or Production Requirements Special Mechanical or Production Requirements Number and Frequency of Insertions Number and Frequency of Insertions Whether Circulation is Controlled or Paid

38. Black and White vs. Colour Frequency How to Buy Magazine Advertising Space Sold on the Basis of Units of Space Sold on the Basis of Units of Space Black and White vs. Colour

39. The Future for Magazines Government Support Canadian Titles Online Delivery Advances in Technology

40. Evaluation of Newspapers Types of Newspapers Daily Newspapers Daily Newspapers Community Newspapers Community Newspapers National Newspapers National Newspapers Special Audience Newspapers Special Audience Newspapers Newspaper Supplements

41. Display Ads Paid Reading Notices (Editorial Look) Legal Notices - Public Reports Local (Mostly Retail) Small Items Arranged by Topic Rates Based on Size, Duration General (Often National) Notices by People, Organizations Classified Ads Paid Reading Notices (Editorial Look) Classified Display - Combination Financial Reports Classified Display - Combination Public Notices Financial Reports Prepared Separately by Advertisers Types of Newspaper Advertising Local (Mostly Retail) Display Ads General (Often National) Small Items Arranged by Topic Classified Ads Rates Based on Size, Duration Legal Notices - Public Reports Public Notices Notices by People, Organizations Printed Inserts

42. 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

43. Limitations of Newspapers Creativity Impact for Emotional Responses Selective Exposure and Poor Attention Target Audience Selectivity Clutter

44. Buying Newspaper Advertising Space Issues Related to the Decision Circulation and Readership Advertising Rates Audience Measurement

45. 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.

46. 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 Audience Measurement

47. Newspaper Readership By Age Figure 11-5

48. 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.

49. Buying Newspaper Advertising Space • Sold By: • Agate Line • Column Width • Position: • ROP • Preferred

50. 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.