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MBA 532 Marketing Communications Strategy. The Process: Advertising and Integrated Brand Promotion in Business & Society (Ch. 1). with Duane Weaver. OUTLINE. Introductions Course Overview: outline, assignments, site

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MBA 532Marketing Communications Strategy

The Process:Advertising and Integrated BrandPromotion in Business & Society (Ch. 1)

with Duane Weaver


OUTLINE

  • Introductions

  • Course Overview: outline, assignments, site

  • Chp 1. The Process: Advertising and Integrated Brand Promotion in Business & Society

    • What is Advertising?

    • Definitions?

    • Advertising a Communication Process

    • Audiences

    • Brand Promotion

    • Brand Loyalty

    • Brand Equity

    • Inelasticity of DemandTypes of Advertising

    • From Ads to IMC to IBP


Introductions - Instructor

Duane Weaver

  • B.Comm., M.D.Ed.(th.pds), IESNA

  • CEO 2Birds1Stone

  • Marketing and Computer Applications Instructor

  • 20+ years management experience (marketing)

  • Industry experience: High-tech, Artificial Intelligence, Telecommunications, Computing, Lighting, Automotive, Fashion, Distance Education, B2B, B2C, E-Commerce, E-Learning, Grocery and Floral.

  • Manufacturing, Wholesale and Retail experience.

  • Family, small business, and multi-national corporations

  • Positions: Board ofDirectors, CEO, General Manager, International Sales Manager, Business Development Manager, Regional Sales Manager, Product Manager, Market Manager, Service Manager, Parts Manager, Acct. Manager, Marketing/Business Consultant, Instructor

  • Enjoy sailing, soccer, badminton, golf and camping


Introductions - Students

  • Your name?

  • What do you expect to get out of learning MBA 532 (Marketing Communications Strategy)?What is your personal learning GOAL?

  • Provide an example of one company that in your opinion, manages brand promotion effectively. Why?


The Process:Advertising and Integrated BrandPromotion in Business & Society

Chapter 1 with Duane Weaver


The Process: Advertising and Integrated Brand Promotion in Business & Society

  • What is Advertising?“…a paid mass-mediated attempt to persuade”

    (O’Guinn, Allen, Semenik 4Ed., pp. 8-9)

  • Advertising versus Publicity


Definitions:

  • Advertisement: “…a specific message that someone or some organization has placed to persuade and audience.”

  • Advertising Campaign: “…a series of coordinated ads and other promos that communicate reasonably cohesive and integrated theme.”

  • Integrated Brand Promotion (IBP): “…the use of many promotional tools, including advertising, in a coordinated manner to build and then maintain brand awareness, identity, and preference.”

    (O’Guinn, Allen, Semenik 4Ed., p. 12)


Noise

Feedback

Advertising as aCommunication Process

Sender

Intended Message

Perceived Message

Encode

Decode

Medium

Receiver


Communication Exercise

  • Groups of 4

    • Sender

    • Receiver

    • Observers (2)


Audiences

  • Target Audience:group of consumers singled out by an organization for an advertisement or campaign

  • Household Consumers

  • Business Organizations

  • Trade Channels (personal selling)

  • Professionals

  • Government


Advertising and Brand Promotion

  • “effective advertising as part of an overall integrated brand promotion is a key factor in the success of brands”

    (O’Guinn, Allen, Semenik 4Ed., p. 20)

  • “advertising…plays a critical role in brand development”

    (O’Guinn, Allen, Semenik 4Ed., p. 21)

  • Brand:“a name, term, sign symbol, or any other feature that identifies one seller’s goods or service as distinct from those of other sellers”

  • (O’Guinn, Allen, Semenik 4Ed., p. 21)


Building Brand Loyalty

  • …occurs when a consumer repeatedly purchases the same brand to the exclusion of the competitors’ brands.


Brand Equity

  • …is built when a company builds and maintains positive associations with the brand in the mind of the consumer.


Inelasticity of Demand

  • Brand loyal consumers tend to be less sensitive to price increases. Economics calls this inelasticity of demand.


Types of Advertising

  • Demand Stimulation:

    • Primary – create demand for entire product category (usually new products)

    • Selective – point out a brand’s unique benefits compared to competition

  • Response Advertising:

    • Direct – act immediately

    • Delayed – develop awareness and preference over time

  • Corporate vs. Brand Advertising:

    • Corporate – to favour the company (stimulates corporate recognition)

    • Brand – heightens awareness of the benefits, features, and values of a particular brand (stimulates brand recognition)


Advertising to IMC to IBP

  • Advertising is only one component of the promotional tools available in Integrated Marketing Communications (IMC)

  • IMC = process of using promotional tools so that a unified synergistic communication effect is created (an emphasis on communication).

  • IBP has become the emphasis more recently (with a focus on brand over communication).


MBA 532Marketing Communications Strategy

Thank You!See you next week


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