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IMC Objectives and the Brief. Advertising vs. Marketing. Marketing = 4Ps Advertising = subset of Marketing Focuses on the “P” of promotion How do advertising and marketing works together? Advertising communicates points of differentiation, which may emerge from the other ‘P”s.

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IMC Objectives and the Brief

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Imc objectives and the brief

IMCObjectives and the Brief


Advertising vs marketing

Advertising vs. Marketing

  • Marketing = 4Ps

  • Advertising = subset of Marketing

    • Focuses on the “P” of promotion

  • How do advertising and marketing works together?

    • Advertising communicates points of differentiation, which may emerge from the other ‘P”s


Points of differentiation

Points of Differentiation

  • Price

  • New channels of distribution

  • Customer service

  • Packaging

  • Product differences

  • Introducing new products

  • Helping to “push” or to “pull”


Advertising relates to marketing in key ways

Advertising relates to marketing in key ways

  • Product Life Cycle consideration

    • Where is the product in its life cycle

    • Different stages have different advertising demands

  • Segmentation

    • Who wants or needs this product

    • Where are new market opportunities


Advertising and marketing

Advertising and Marketing…

  • Product differentiation

    • Does the product match our message?

    • How strong is the competitive field?

    • How strong is brand loyalty?

    • Where do we sit in relationship to competition?

      • Perceptual mapping

  • Positioning

    • Advertising articulates the positioning


Positioning

Positioning

  • Segmentation – Targeting -- Positioning

  • Positioning as the backbone of the brand

    • Examples:

      • Sony

      • Kia

      • Trader Joes

      • New Seasons


How do marketers establish a position

How do marketers establish a position?

  • What does the customer currently believe about our product?

  • What do they perceive about our competition?

  • What do we want them to believe about us?

  • Can we afford the position?

  • Do we have the resources necessary to change attitudes?

  • Do we have good reason to change our current position?

  • How strong is the competitor’s position?


Establishing objectives goals

Establishing Objectives/Goals

  • Communication goals, generally

    • …to inform

    • …to change attitudes/persuade

    • …to change behavior, encourage action

  • Must include:

    • Target audience

    • Measureable objective

    • Time frame


Communication process

Communication Process

Sender

Encoding

Channel

Decoding

Receiver


Advertising theory

Advertising Theory

  • AIDA:

    • Awareness

    • Interest

    • Desire

    • Action

    • Advertising’s job is to move the consumer along this continuum


Advertising theory1

Advertising Theory

  • Innovation Adoption Model

    • Awareness

    • Interest

    • Evaluation

    • Trial

    • Adoption


Advertising theory variables that affect message

Advertising Theory – Variables that affect message

  • Semiotics

  • Source credibility

  • Message credibility & delivery method

  • Channel credibility


Common advertising goals

Common Advertising Goals

  • Build the brand: enter the evoked set

  • Create awareness: of new products, information

  • Persuade, i.e. influence intent to purchase, or brand switch

  • Support specific promotional initiatives

  • Prompt action, i.e. stimulate trial

  • Link an attribute to a product


The creative brief

The Creative Brief

  • Developed to provide creative insight

  • Articulates the insights about the consumer in relationship to the product

  • Leads to creative inspiration and execution of communications that resonate emotionally with the consumer and cut through the clutter.

  • The “Big Idea” or creative concept


Message and media strategies tactics

Message and Media Strategies/Tactics

  • What is our message?

    • What is the Unique Selling Point?

    • What is the function? Appeal?

    • What is the support? Constraints?

  • What combination of promotional strategies will we use to distribute the message for maximum impact?


Budget

Budget

  • Percentage of sales: allocate a percentage of gross sales to promote a product, generally around 2-10%

  • Drawback: If sales are low, more promotional spending may be warranted than the 2-10%


Budget methods

Budget methods

  • Per unit allocation: assign a specific dollar amount to advertising based on the per unit production cost ( a percentage of cost of production is allocated for advertising)

  • Drawback: what if you’re not producing much? Won’t you need advertising to grow demand so you can make more?


Budget1

Budget

  • Share of voice: allocates an amount to advertising based on a relative portion of the overall amount spent in the category. To be “louder” than the competition.

  • Drawback: doesn’t account for the power of the creative message


Budget2

Budget

  • Share of market: Determine desired market share (i.e. 10%) and multiply by a factor of 3 to reach the amount of ad money required to spend in the overall category.

  • Drawback: same as share of voice


Budget3

Budget

  • Objective and Task: Break down the objectives into measureable advertising tasks (exposure = awareness). Calculate the cost for those tasks to come up with budget.

  • Drawback: can be difficult to quantify cost to change attitude, often results in budgets client can’t support.


Budget4

Budget

  • Arbitrary: spend what you can afford.


Promotional opportunity analysis review

Promotional Opportunity Analysis - Review

  • Situation Analysis/Communication Opportunity Overview

  • Objectives

  • Creative Brief

  • Strategies/Tactics

  • Budget

  • Evaluation


Ad goals

Ad Goals

  • Ad forum.com


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