Advertising strategy and i m c
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ADVERTISING STRATEGY AND I.M.C. Professor Chip Besio Cox School of Business Southern Methodist University. Marketing Mix PROMOTION. Advertising. Sales Promotions (short-term incentives). Personal Selling. Public Relations. Direct Marketing. What Is Advertising?.

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Advertising strategy and i m c

ADVERTISING STRATEGY AND I.M.C

Professor Chip Besio

Cox School of Business

Southern Methodist University


Marketing mix promotion

Marketing MixPROMOTION

  • Advertising

  • Sales Promotions (short-term incentives)

  • Personal Selling

  • Public Relations

  • Direct Marketing


What is advertising

What Is Advertising?

  • Paidform of non-personal presentation of ideas, product

  • Main vehicle used to build image


Traditional communication model

Traditional Communication Model

Rules

1. Consider the receiver

2. Determine the desired response


Advertising objectives

Advertising Objectives

Informative Advertising

Build Primary Demand

Persuasive Advertising

Build Selective Demand

Reminder Advertising

Keeps Consumers Thinking

About a Product.

Comparison Advertising

Compares One Brand to Another


More recent communications models

More Recent Communications Models

  • User expects a degree of personal control of information

  • Individuals are active participants in communications (e.g., multiple feedback loops, immediate communication)

  • Browsing the web results in a level of satisfaction and pleasure


Message strategy

Message Strategy

  • Considerations in developing the message

  • What are the objectives?

  • Who is target market?

  • What are current perceptionsof the brand?


Message execution

Message Execution

  • Appeal

  • Rational vs.

  • Emotional

  • Product-focused vs.

  • Customer-focused

  • Effective ad copy must capture the target Market’s attention and interest

  • Point-of-View

    • One-sided

    • Two-sided

    • Comparative

  • Should Be:

    • Meaningful

    • Believable

    • Distinctive


Message execution examples

Message ExecutionEXAMPLES

Testimonial

Evidence

Slice of Life

Scientific

Evidence

Lifestyle

Typical

Message

Execution

Styles

Fantasy

Technical

Expertise

Mood or

Image

Personality

Symbol

Musical


Media

Media

  • Needs to provide access to the target market

  • Needs to fit with product

  • Needs to fit with the message

  • Generate exposures cost effectively


When and how often to advertise

When and How Often to Advertise

  • Timing - Depends upon viewing and/or reading habits

  • Frequency- depends on the complexity of the message

  • Wear out- Advertising too frequently risks negative associations with the brand and “tuning out


Advertising arithmetic

Advertising Arithmetic

  • Reach - The percentage of the population that has been exposed to the advertisement at least once (cannot exceed 100%)

  • Frequency - The average number of times that a reached individual has been exposed to the advertisement

  • GRPs (Gross Rating Points)- Usually expressed as a percentage of the population, it measures the total number of exposures that result from a given set of media options (can exceed 100%).

    GRPs = Reach x Frequency


How do we evaluate ads

How Do We Evaluate Ads?

QUESTION: “I know that half of my advertising is wasted. My problem is that I don’t know which half.”

--- John Wannamaker (circa 1935)

  • Recall

  • Recognition

  • Theater tests

  • Mock magazines

  • Behavior

  • Hits/click-throughs

SALES?


What is the relationship between ad spending and results

WHAT IS THE RELATIONSHIPBETWEEN AD SPENDING AND RESULTS?

Awareness/

Attitudes

Advertising


Who develops the advertising

Who Develops the Advertising?

Sales Departments in

Small Companies

Advertising Departments

in Larger Companies

Advertising Agency

Firm that Assists Companies

in Planning, Preparing,

Implementing and

Evaluating Their

Advertising

Programs.


Television

Television

Advantages

Large audience

Low cost per exposure

High impact- colour, sound and movement

Can target specific groups

Disadvantages

Very high overall cost

Limited prime time space

Short-lived

May not be watched- visual wallpaper

Proliferation of channels reduces audience

Conveys only a limited message


Magazines

Magazines

Advantages

Useful for targeting specific groups

Good reproduction- high quality gloss images

Long life-read at leisure

Can be linked to features

All consumer interests catered for

Disadvantages

Can be expensive

Long lead time

Some magazines are only published monthly

Moderate impact

Slow impact due to long life

Magazines with limited readership are not suitable for mass marketing


Advertising on the internet

Advertising on the Internet

Paid-for search inclusion (e.g. Google Adwords)

Company website.

Banner ads - on line adverts on relevant website.

Link exchange- mutual exchange of links between web sites or similar or complementary interest.

Search engine/directory listing.

Ezine/email sponsorship- on line magazines delivered to subscribers via email.


Advertising and promotion

Advertising and Promotion


Advertising and promotion1

Advertising and Promotion

Internet advertising is rapidly

replacing some traditional ad forms


Radio

Radio

Advantages

Relatively inexpensive

Can target specific segment

Relatively mobile

Local

Disadvantages

Limited impact

No vision

Short life

Listener’s attention limited

Audio wallpaper

Mainly local rather than national


Newspapers

Newspapers

Advantages

Widely read

Can target specific segments

Frequent publication

Short lead time

Inexpensive compared to television

Local, regional and national papers available

Colour printing adds to impact

Disadvantages

Short life

Low impact

May get lost in the rest of the paper

Not every group reads a paper

High costs especially for national newspaper


Cinema

Cinema

Advantages

High impact

Captive audience

Can be specifically targeted

Local audience

Visual, sound, movement

Disadvantages

Limited audience

Mainly young audience

Short lived message

May only be seen once


Outdoor billboards

Outdoor (Billboards)

Advantages

Repeatedly seen

24/7 coverage

Target particular area

May encourage impulse buying if close to shops

Local media

Disadvantages

Message must be short and simple

Cannot target socio economic groups

Rarely attract full attention

Short lived

May be seen as traffic hazard

Difficult to measure effectiveness


Advertising strategy and i m c

Advertising and Promotion - Outdoor

Digital Bulletins

Bulletins w/

Extensions

Wallscapes

Cityscape Spectaculars


Advertising and promotion outdoor

Advertising and Promotion - Outdoor


The evolution of advertising in the united states madison and vine

The Evolution of Advertising in the United States - Madison and Vine

Branded

Entertainment

  • The blending of advertising and integrated brand promotion with entertainment programming

  • Brand “placement” key tactic here

  • Some films and television programs are considered hour long promotions


Imc a broader view of advertising

IMC - A Broader View of Advertising

  • Mass Marketing

  • Selling orientation

  • One-size-fits-all

IMC

  • IMC involves integrating all communications with the customer to develop a more personal, more effective relationship

  • One-on-Few

  • Marketing

    • De-massification

    • Customer knowledge

    • Interactivity

  • One-on-One

  • Marketing?

    • Customization

    • Micro-marketing

    • Relationships


Imc integration

IMCINTEGRATION

Where - Media

When - Timing

Contact Points

Message

On Strategy

Marketing P.R.

Direct Marketing

Promotion

Advertising


Imc measurement

IMCMEASUREMENT

  • Another key to IMC is measuring:

    • Exposures

    • Attitudes

    • Behaviors

      ...and tracking the changes over time

  • This enables monitoring of customer relationships


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