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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 532 marketing communications strategy l.jpg

MBA 532Marketing Communications Strategy

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

with Duane Weaver


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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


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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


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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?


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The Process:Advertising and Integrated BrandPromotion in Business & Society

Chapter 1 with Duane Weaver


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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


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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)


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Noise

Feedback

Advertising as aCommunication Process

Sender

Intended Message

Perceived Message

Encode

Decode

Medium

Receiver


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Communication Exercise

  • Groups of 4

    • Sender

    • Receiver

    • Observers (2)


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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


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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)


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Building Brand Loyalty

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


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Brand Equity

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


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Inelasticity of Demand

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


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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)


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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).


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MBA 532Marketing Communications Strategy

Thank You!See you next week


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