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An Introduction to Integrated Marketing Communications
Rapidly Changing Media Environment
 The rapidly changing media environment is making it increasingly difficult to reach target audiences and
communicate effectively with them
...

 In the past, the only advertising avenues were television, radio, billboards, and printed media
...
Today, traditional media are used more and more to drive
customers to online sites, where the information can be more detail, colorful, and interactive
...

Marketing Mix
 Proper marketing mix does not just happen
...


Traditional Marketing Approach
 The traditional approach to advertising and promotion where many of the marketing and promotional
functions were planned and managed separately with different budgets, different views of the market, and
different goals and objectives
...
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 Many marketing activities, such as package design, sales promotion, and direct marketing services, were
viewed as ancillary services and handled on a project basis rather than integrating them into the IMC
program
...

Contemporary IMC Approach
 The contemporary approach to advertising and promotion, which is referred to as Integrated Marketing
Communications
...

 It calls for a centralized messaging function, so that everything a company says and does communicates a
common theme and positioning
...

 The various IMC tools are coordinated with media advertising and work together in a seamless fashion to
create an effective communications program
...

 The goal of IMC is to generate short-term financial returns and build long-term brand value
...


•

Importance of relevant audiences – externally these include customers, prospects, suppliers,
investors, interest groups, and the general public
...


•

Demand for accountability – increased emphasis on the outcomes of marketing communication
programs
...
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Rapidly changing environment
–

Consumers

–

Technology

–

Media

A major reason for the growing importance of the IMC approach is the ongoing revolution that is changing
the rules of marketing
...


•

A movement away from mass media and advertising toward more targeted communication tools
such as event marketing and sponsorship, direct mail, and the Internet
...


•

Technology facilitated a rapid increase in database development and information sharing
...


•

Greater accountability from advertising agencies and changes in agency compensation
...


•

Rapid growth of the Internet
...


The Role of IMC in Branding
 With more and more products and services available to consumers, developing and maintaining brand
identity is becoming increasingly important
...
A well-defined and coordinated IMC plan contributes to overall brand identity and
equity
Finding New Ways to Build Brands
 Marketers are finding that they can no longer build and maintain brand equity merely by spending large
sums on money on media advertising
...
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o

They know more about brands and the companies that make them

o

Cynicism about corporations is at an
all-time high

o

They seek and share information with other consumers via the Internet

 Get consumers involved
o

Apple Computer lets consumers test products in store

o

Starbucks positions stores as a community gathering place

o

Interaction can be the best marketing: MySpace
...
And Google

The Promotional Mix
Advertising
 Paid forms of non-personal communication
•

About an organization, product, service, or idea by an identified sponsor

•

No feedback from audience

•

Important for products and services aimed at mass consumer markets

•

Cost effective

 The Most Common Forms of Advertising
o Consumer advertising is classified as:
•

•

Retail/Local advertising – done by retail and local merchants encouraging consumers to
shop at a specific store, use a local service, or patronize a particular establishment
...
Ads for wellknown brands and companies shown on television are an example
...
Selective-demand focuses on
creating demand for a specific company and/or its brands
...


•

Professional advertising – advertising targeted to professionals such doctors, lawyers,
engineers, and the like
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Trade advertising – targeted to marketing channel members such as wholesalers,
distributors, and retailers

Direct Marketing
 It is a form of integrated marketing communications whereby an organization communicates directly with
target customers to generate a response and/or transaction
...

 The Internet is a unique communication medium in that it allows for back-and-forth information in real
time
...

 The Internet has changed the ways companies communicate with their customers, and companies and
organizations of all sizes have developed websites to promote their products and services
...
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Sales Promotion
 Sales promotion is defined as those marketing activities that provide extra value or incentives to the sales
force, the distributors, or the ultimate consumer and can stimulate immediate sales
...

Trade-oriented – targeted to marketing intermediaries such as wholesalers, distributors, and
retailers and includes trade allowances, price deals, sales contests, trade shows, and cooperative
advertising
...
Publicity
refers to the non personal communications regarding an organization, product, service, or idea not directly
paid for or run under identified sponsorship
...

 It usually comes in the form of a news story, editorial, or announcement
...

 Companies attempt to get the media to cover or run favorable stories on their products, services, or causes
...

• Publicity can be generated through the use of: Feature articles, News releases, Press conferences, Special
events, and Interviews
Public Relations
 Systematically planning and distributing information in an attempt to control and manage image and the
nature of the publicity received
...

 Its purpose is to establish and maintain a positive image of the company among its various publics
...

 Examples include publicity vehicles, special publications, community activities, fund raising programs,
public affairs activities, and special event sponsorships
...


Mr
...
Unlike advertising, personal
selling involves direct contact between buyer and seller
...
This interaction allows the seller to see or hear the potential
buyer’s reactions and modify the message accordingly
The IMC Planning Process

Review of the Marketing Plan
 The first step in the IMC planning process is to review the marketing plan and objectives
...
Most of this information should
be contained in the marketing plan
 Elements of marketing plan:
o A detailed situation analysis that consists of an internal marketing audit and review and an
external analysis of the market competition and environmental factors
...

o A marketing strategy and program that include selection of target market(s) and decisions and
plans for the four elements of the marketing mix
...
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A program for implementing the marketing strategy, including determining specific tasks to be
performed and responsibilities
...


Promotional Program Situation Analysis
 Internal Analysis
o The internal analysis assesses relevant areas involving the product/service offering and the firm
itself
...
The analysis should study the relative advantages and disadvantages
of performing the promotional functions in house as opposed to hiring an external agency (or
agencies)
...

 External Analysis
o The external analysis focuses on factors such as characteristics of the firm’s customers, market
segments, positioning strategies, and competitors
o A key element of the external analysis is an assessment of the market
...

 Communication decisions regarding the use of various source, message, and channel factors must also be
considered
...

 An important part of this stage of the promotional planning process is establishing communication goals
and objectives
 Communication objectives refer to what the firm seeks to accomplish with its promotional program
...
In reality, promotional budgets are often determined using a
more simplistic approach, such as how much money is available or a percentage of a company’s or brand’s
sales revenue
...
It may not be finalized until specific promotionalmix strategies are developed
...
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Developing the Integrated Marketing Communications Program
 A budget will be determined, providing the advertising manager and the agency with some idea of how
much money is available for developing the ad campaign and purchasing media to disseminate the ad
message
...

o Message development, often referred to as creative strategy, involves determining the basic appeal
and message the advertiser wishes to convey to the target audience
...

o Media strategy involves determining which communication channels will be used to deliver the
advertising message to the target audience
...
g
...
g
...
This task requires careful evaluation of the
media options’ advantages and limitations, costs, and ability to deliver the message effectively to
the target market
...
It is important to determine how well the promotional program is meeting
communications objectives and helping the firm accomplish its overall marketing goals and objectives
...
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Opportunity Analysis
 Market opportunities are areas where there are favorable demand trends, where the company believes
customer needs and opportunities are not being satisfied, and where it can compete effectively
 A company usually identifies market opportunities by carefully examining the marketplace and noting
demand trends and competition in various market segments
...

 In recent years, many companies have recognized the importance of tailoring their marketing to meet the
needs and demand trends of different market segments
...
This may range from direct brand
competition (which can also include its own brands) to more indirect forms of competition
 At a more general level, marketers must recognize they are competing for the consumer’s discretionary
income, so they must understand the various ways potential customers choose to spend their money
...
Ways to achieve a competitive
advantage include having quality products that command a premium price, providing superior customer
service, having the lowest production costs and lower prices, or dominating channels of distribution
...
Advertising proponents have been
calling for companies to protect their brand equity and franchises by investing more money in advertising
instead of costly trade promotions
...
Competitors’ marketing
programs have a major impact on a firm’s marketing strategy, so they must be analyzed and monitored
...
This target market becomes the focus of
the firm’s marketing effort, and goals and objectives are set according to where the company wants to be
and what it hopes to accomplish in this market
...
Marketers rarely go after the entire
market with one product, brand, or service offering
...
This means different objectives may be established, different budgets may be used, and
the promotional-mix strategies may vary, depending on the market approach used
...
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Market Segmentation
 The segmentation process involves five distinct steps
o Finding ways to group consumers according to their needs
...

o Developing a market-product grid to relate the market segments to the firm’s products or actions
...

o Taking marketing actions to reach target segments
...
The next phase in
the target marketing process involves two steps:
o Determining how many segments to enter
 Undifferentiated marketing involves ignoring segment differences and offering just one
product or service to the entire market
 Differentiated marketing involves marketing in a number of segments, developing separate
marketing strategies for each
 Concentrated marketing, is used when the firm selects one segment and attempts to
capture a large share of this market
...

 The second step in selecting a market involves determining the most attractive segment
...
Then it must decide whether it can market to
this group
...
It is important to recognize the two major points – in consumers’ minds and
relative to the competition
...
Companies need to carefully consider where they are positioned in
the market place then develop ads to reinforce that image or to move consumers to the image that is
desired
...

o Positioning by product attributes involves promoting a unique attribute that is superior or
different from the competition
...

o Use or application involves creating a memorable set of uses for a product, or applications that
allow it to stand out
...

o The product user approach emphasizes who uses the product, such as educators for Apple
computers
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Positioning can be based on the product class, such as beverages, breakfast foods, or sports cars
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o One final positioning strategy involves altering or changing a product’s or brand’s position
...

 Elements of Positioning
o Product positioning is never fixed, because consumers and society change
...
In the international arena, product positioning is very
challenging, but important
...

o Product positioning is a critical component of image and brand management because it is how
consumers (or businesses) view the brand compared to competing brands
...

o Determining competitors’ positions
o Analyzing the consumers’ preferences
o Making the positioning decision
o Monitoring the position
...
The needs may be purely functional, or they may include social and psychological benefits
...
Marketers search for brand names that can communicate product
concepts and help position the product in customers’ minds
...
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Packaging
 Packaging is another aspect of product strategy that has become increasingly important
 Provides functional benefits such as economy, protection, and storage
 One study estimated that as many as two-thirds of all purchases made in the supermarket are unplanned
...

Pricing Considerations
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The price variable refers to what the consumer must give up to purchase a product or service
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Source Encoding
 The communication process begins when the source selects words, symbols, pictures, and the like, to
represent the message that will be delivered to the receiver(s)
...
The sender’s goal is to encode the message in
such a way that it will be understood by the receiver
Message
 The encoding process leads to development of a message that contains the information or meaning the
source hopes to convey
 The message may be verbal or nonverbal, oral or written, or symbolic
...

Channel
 The channel is the method by which the communication travels from the source or sender to the receiver
...

o Personal Channels are Personal Selling and Word of Mouth
o Non-personal Channels are Print Media and Broadcast Media
Receiver/Decoding
 The receiver is the person(s) with whom the sender shares thoughts or information
...

 Decoding is the process of transforming the sender’s message back into thought
...
This unplanned distortion or interference is known as noise
 Errors or problems that occur in the encoding of the message, distortion in a radio or television signal, or
distractions at the point of reception are examples of noise
Response/Feedback
 Receivers’ responses can range from non-observable actions such as storing information in memory to
immediate action such as dialing a toll-free number to order a product advertised on television
...

 Feedback, which may take a variety of forms, closes the loop in the communications flow and lets the sender
monitor how the intended message is being decoded and received
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Models of the Response Process

 The AIDA model
o It was developed to represent the stages a salesperson must take a customer through in the
personal-selling process
o This model depicts the buyer as passing successively through attention, interest, desire, and action
...

 Hierarchy of effects model
o It shows the process by which advertising works; it assumes a consumer passes through a series of
steps in sequential order from initial awareness of a product or service to actual purchase
...

o Like the other models, it says potential adopters must be moved through a series of steps before
taking some action (in this case, deciding to adopt a new product)
...

o The challenge facing companies introducing new products is to create awareness and interest
among consumers and then get them to evaluate the product favorably
...
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 Information processing model of advertising effects
o This model assumes the receiver in a persuasive communication situation like advertising is an
information processor or problem solver
...

o Includes a stage not found in the other models: retention, or the receiver’s ability to retain that
portion of the comprehended information that he or she accepts as valid or relevant
...
Independent variables are the controllable components of the
communication process
 Dependent variables are the steps a receiver goes through in being persuaded
...

 The decisions that can be evaluated with the persuasion matrix
...

o Channel/presentation: Which media will increase presentation?
o Message/yielding: What type of message will create favorable attitudes or feelings? Marketers
generally try to create agreeable messages that lead to positive feelings toward the product or
service
o Source/attention: Who will be effective in getting consumers’ attention? The large number of ads
we are bombarded with every day makes it difficult for advertisers to break through the clutter
...
There are two important
dimensions to credibility, expertise and trustworthiness

Mr
...
But the source also has to be trustworthy—honest, ethical, and believable
...
Once the receiver
internalizes an opinion or attitude, it becomes integrated into his or her belief system and may be
maintained even after the source of the message is forgotten
Applying Expertise
 Because attitudes and opinions developed through an internalization process become part of the
individual’s belief system, marketers want to use communicators with high credibility
 Marketers of highly technical products recruit sales reps with specialized technical backgrounds in
engineering, computer science, and other areas to ensure their expertise
 the perceived expertise of celebrity endorsers was more important in explaining purchase intentions than
their attractiveness or trustworthiness
...
Finding celebrities or
other figures with a trustworthy image is often difficult
...

Using Corporate Leaders as Spokespeople
 Another way of enhancing source credibility is to use the company president or chief executive officer as a
spokesperson in the firm’s advertising
 Many marketing and advertising experts question the strategy of using company presidents or owners in
ads and note that it is often ego rather than logic that results in their use
 Major corporations are likely to continue to use their top executives in their advertising, particularly when
they have celebrity value that helps enhance the firm’s image
Limitations of Credible Sources
 High- and low-credibility sources are equally effective when they are arguing for a position opposing their
own best interest

Mr
...

Source Attractiveness
 A source characteristic frequently used by advertisers is attractiveness, which encompasses similarity,
familiarity, and likability
 Source attractiveness leads to persuasion through a process of identification, whereby the receiver is
motivated to seek some type of relationship with the source and thus adopts similar beliefs, attitudes,
preferences, or behavior
o Similarity (Resemblance between the source and recipient of the message)
o Familiarity (Knowledge of the source through repeated or prolonged exposure)
o Likeability (Affection for the source resulting from physical appearance, behavior, or other personal
traits)
Risks of Using Celebrities

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


The celebrity may overshadow the product being endorsed
The celebrity may be overexposed, reducing his or her credibility
The target audience may not be receptive to celebrity endorsers
The celebrity’s behavior may pose a risk to the company

Meaning Movement and the Endorsement Process
 Advertisers must try to match the product or company’s image, the characteristics of the target market,
and the personality of the celebrity
 The image celebrities project to consumers can be just as important as their ability to attract attention
 credibility and attractiveness don’t sufficiently explain how and why celebrity endorsements work and
offers a model based on meaning transfer
 McCracken suggests celebrity endorsers bring their meanings and image into the ad and transfer them to
the product they are endorsing
 When celebrity endorsers are used, the marketer should track the campaign’s effectiveness
 As we have seen, marketers must consider many factors when choosing a celebrity to serve as an
advertising spokesperson for the company or a particular brand
...


Mr
...

 As a result of this power, the source may be able to induce another person(s) to respond to the request or
position he or she is advocating
...

 The source must be perceived as being able to administer positive or negative sanctions to the receiver
(perceived control)
 The receiver must think the source cares about whether or not the receiver conforms (perceived concern)
 The receiver’s estimate of the source’s ability to observe conformity is also important (perceived scrutiny)
...

Communications
 Specific objectives for the IMC program facilitate coordination of the various groups working on the
campaign
...
Any other parties involved in the promotional campaign, such as public relations
and/or sales promotion firms, research specialists, or media buying services, must also know what the
company hopes to accomplish through its marketing communications program
Planning and Decision Making
 All phases of a firm’s promotional strategy should be based on the established objectives, including
budgeting, creative, and media decisions as well as supportive programs such as direct marketing, public
relations/publicity, sales promotion, and/or reseller support
 Choices should be made based on how well a particular strategy matches the firm’s promotional objectives
...
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Measurement and Evaluation of Results
 One characteristic of good objectives is that they are measurable; they specify a method and criteria for
determining how well the promotional program is working
...

Marketing versus Communications Objectives
Marketing objectives
 Are generally stated in the firm’s marketing plan and are statements of what is to be accomplished by the
overall marketing program within a given time period
...

 Good marketing objectives are quantifiable; they delineate the target market and note the time frame for
accomplishing the goal (often one year)
 To be effective, objectives must also be realistic and attainable
...

o They should be based on the particular communications tasks required to deliver the appropriate
messages to the target audience
...

 Other managers argue that sales or some related measure, such as market share, is the only meaningful
goal for advertising and promotion and should be the basis for setting objectives
Sales Objectives
 Sales-Oriented Objectives
o To many managers, the only meaningful objective for their promotional program is sales
...

o However, many managers believe that monies spent on advertising and other forms of promotion
should produce measurable results, such as increasing sales volume by a certain percentage or
dollar amount or increasing the brand’s market share
o Some managers prefer sales-oriented objectives to make the individuals involved in advertising and
promotion think in terms of how the promotional program will influence sales
...
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 Problems with Sales Objectives
o In the business world, poor sales results can be due to any of the other marketing mix variables,
including product design or quality, packaging, distribution, or pricing
...

o Another problem with sales objectives is that the effects of advertising often occur over an extended
period
...
Merchandise is advertised in material mailed to customers, in newspapers and magazines,
through the Internet, or on television
...

Communication objectives
 They recognize that the primary role of an IMC program is to communicate and that planning should be
based on communications objectives
...

 Consumers are not expected to respond immediately; rather, advertisers realize they must provide relevant
information and create favorable predispositions toward the brand before purchase behavior will occur
Effect of advertising on consumers: movement from awareness to action
Communications Effects Pyramid
 Advertising and promotion perform communications tasks in the same way that a pyramid is built, by first
accomplishing lower-level objectives such as awareness and knowledge or comprehension
...
Thus, the percentage of prospective customers will decline as they
move up the pyramid
...

 The promotional planner must determine where the target audience lies with respect to the various blocks
in the pyramid
...

 If these blocks of the pyramid are already in place, but liking or preference is low, the advertising goal may
be to change the target markets’ image of the brand and move consumers through to purchase

Mr
...

 But at some point a sales goal must be transformed into a communications objective
 Possible objectives include the following:
o Increasing the percentage of consumers in the target market who associate specific features,
benefits, or advantages with our brand
o Increasing the number of consumers in the target audience who prefer our product over the
competition’s
...

o Encouraging consumers who have never used our brand to try it
...

 Communications objectives are the criteria used in the DAGMAR approach to setting advertising goals and
objectives, which has become one of the most influential approaches to the advertising planning process
DAGMAR approach
 Under the DAGMAR approach, an advertising goal involves a communications task that is specific and
measurable
 Its stages are:
o Awareness—making the consumer aware of the existence of the brand or company
...
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Comprehension—developing an understanding of what the product is and what it will do for the
consumer
Conviction—developing a mental disposition in the consumer to buy the product
Action—getting the consumer to purchase the product
...

 Profits are shown to be a result of the gross margin minus advertising expenditures
...

 As shown on the graph, the optimal expenditure level is the point where marginal costs equal the marginal
revenues they generate (point A)
...

 If revenues were higher, a higher budget might be in order
 While marginal analysis seems logical intuitively, certain weaknesses limit its usefulness
...
Let us examine each of these
assumptions in more detail
 Overall, you can see that while the economic approach to the budgeting process is a logical one, the
difficulties associated with determining the effects of the promotional effort on sales and revenues limit its
applicability
...

Sales Response Models
 The relationship between advertising and sales has been the topic of much research and discussion
designed to determine the shape of the response curve
...


Mr
...

 The logic is that those with the greatest potential to buy will likely act on the first (or earliest) exposures,
while those less likely to buy are not likely to change as a result of the advertising
...

 Thus, according to the concave-downward function model, the effects of advertising quickly begin to
diminish
The S-shaped response function
 Many advertising managers assume the S-shaped response curve , which projects an S-shaped response
function to the budget outlay (again measured in sales)
...

 After a certain budget level has been reached (the beginning of range B), advertising and promotional
efforts begin to have an effect, as additional increments of expenditures result in increased sales
...

 This model suggests a small advertising budget is likely to have no impact beyond the sales that may have
been generated through other means (for example, word of mouth)
...

 As with marginal analysis, one would attempt to operate at that point on the curve in area B where the
maximum return for the money is attained
...

 Many of the problems seen earlier—the use of sales as a dependent variable, measurement problems, and
so on—limit the usefulness of these models
...

 Even though marginal analysis and the sales response curves may not apply directly, they give managers
some insight into a theoretical basis of how the budgeting process should work
...

Budgeting Approaches
Top-Down Approaches
 Top-down methods include the affordable method, arbitrary allocation, percentage of sales, competitive
parity, and return on investment (ROI)
...
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The firm determines the amount to be spent in various areas such as production and operations
...

o The task to be performed by the advertising/promotions function is not considered, and the
likelihood of under- or overspending is high, as no guidelines for measuring the effects of various
budgets are established
...
That is, the budget is determined by management solely on the basis of what is felt to be
necessary
o The arbitrary allocation approach has no obvious advantages
...

 Percentage of Sales
o Perhaps the most commonly used method for budget setting (particularly in large firms) is the
percentage-of-sales method, in which the advertising and promotions budget is based on sales of
the product
...
As
the market changes, management must factor the effect of these changes on sales into next year’s
forecast rather than relying on past data
...

o Letting the level of sales determine the amount of advertising and promotions dollars to be spent
reverses the cause-and-effect relationship between advertising and sales
...

o Finally, if the budget is contingent on sales, decreases in sales will lead to decreases in budgets
when they most need to be increased
 Competitive Parity
o In the competitive parity method, managers establish budget amounts by matching the
competition’s percentage-of-sales expenditures
...
It also takes the competition into
consideration, which leads to stability in the marketplace by minimizing marketing warfare
...

o It assumes that because firms have similar expenditures, their programs will be equally effective
o It ignores possible advantages of the firm itself; some companies simply make better products than
others
o
o

Mr
...
Thus, the budgetary appropriation (investment) leads to certain returns
...
Many ads have won awards for creativity but failed to increase sales
...

 Other advertising people believe awards are a good way to recognize creativity that often does result in
effective advertising
...
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Advertising Creativity
What is creativity?
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Creativity is probably one of the most commonly used terms in advertising
...

The people who develop ads and commercials are known as creative types
...

 At one extreme are people who argue that advertising is creative only if it sells the product
...

 At the other end of the continuum are those who judge the creativity of an ad in terms of its artistic or
aesthetic value and originality
...

Common understanding of advertising creativity
 Advertising creativity is the ability to generate fresh, unique, and appropriate ideas that can be used as
solutions to communications problems
...

 Animatic: videotape of the storyboard along with an audio soundtrack
...


Mr
...

Criteria for Effective Slogans
 Reduces the key idea into a few words or
a brief statement
 Should be simple
 Should be instigating
 Must relate to everyday life situations
 Should reflect the brand

 Should represent the real essence of the
brand
 Define the aim of the product
 Should not be lengthy
 Should appeal emotionally
 Should be catchy

Creative Brief Outline
 Specifies the basic elements of the creative strategy: creative platform, work plan, creative blueprint, and
creative contract

Developing the Major Selling Idea
 Creating a brand image (the creative strategy used to sell these products is based on the development of a
strong, memorable identity for the brand)
 Using a unique selling proposition
 Finding the inherent drama (characteristic of the product that makes the consumer purchase it
...
An advertising appeal can also be viewed as
“something that moves people, speaks to their wants or needs, and excites their interest
 The creative execution style is the way a particular appeal is turned into an advertising message
presented to the consumer
...
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Advertising Appeals
 Informational/rational appeals focus on the consumer’s practical, functional, or utilitarian need for the
product or service and emphasize features of a product or service and/or the benefits or reasons for owning
or using a particular brand
...

o When a competitive advantage appeal is used, the advertiser makes either a direct or an indirect
comparison to another brand (or brands) and usually claims superiority on one or more attributes
o A favorable price appeal makes the price offer the dominant point of the message
...
This type of appeal can be used for a new product or service or to
inform consumers of significant modifications or improvements
o Product/service popularity appeals stress the popularity of a product or service by pointing out the
number of consumers who use the brand, the number who have switched to it, the number of
experts who recommend it, or its leadership position in the market
 Emotional appeals relate to the customers’ social and/or psychological needs for purchasing a product or
service
...

o Transformational ads create feelings, images, meanings, and beliefs about the product or service
that may be activated when consumers use it, transforming their interpretation of the usage
experience
...
The marketer’s goal is to develop the greatest emotional linkage between
its brand and the consumer
Additional Types of Appeals
Reminder advertising It has the objective of building brand awareness and/or keeping the brand name in front of
consumers
...


Mr
...
Teasers, or mystery ads as they are sometimes called, are also used by
marketers to draw attention to upcoming advertising campaigns and generate interest and publicity for them
...
While it is obviously important for an ad
to have a meaningful appeal or message to communicate to the consumer, the manner in which the ad is
executed is also important
...
The ad shows how the advertiser's product or service
can solve the problem
...
Often targets
children
...
The personality symbol can
take the form of a person who is used as a spokesperson, animated characters or
even animals

Imagery

Goal is to encourage consumers to associate the brand with the symbols, characters,
and/or situation shown in the ad
...
Based on USER
IMAGERY- focuses on the type of person who uses the brand

Dramatization

Rates a situation or scenario in the form of a short story
...


Humor

can be used for an advertising appeal, a way of executing the message and
presenting other types of advertising appeals

Combinations

These techniques can be combined
...
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Basic Components of Print Advertising
Headlines
-

Subheads

-

Body
Copy

-

Visual
elements

-

Layout

-

The words in the leading position of the advertisement- those that are
likely to be read first or are positioned to draw the most attention
...

They can be direct (straightforward and informative in terms of the
message presented) or indirect (provoke curiosity and intrigue by using
questions, challenges, provocations, and other methods)
They are used to break-up or section off large amount of body copy and
highlight key sales points in the ad
content depends on the type of advertising appeal and/or execution
style being used
components often dominate print advertising and play a very
important role in determining effectiveness
the physical arrangement of the various parts of the ad including the
headline, subheads, illustrations, body copy, and any identifying marks

Creative Tactics for Television
Video
Audio
Audio (VoiceOver)
Music

-

What is seen on the screen
...
Voices may be heard in
several ways such as though the direct presentation of a spokesperson
or as a dialogue or conversation among people in the commercial
...

Provides a pleasant background or helping create the appropriate
mood or setting
...

 Storyboard- a series of drawings used to present the visual plan or layout of a proposed commercial
...
) Preproduction- all the work and activities that occur before the actual filming of a commercial
2
...
) Postproduction- activities and work that occur after the commercial has been filmed and recorded

Mr
...

Media Plan: the actual document detailing these decisions
...

Media Strategies: the plans of action designed to attain the media objectives
...

Media Vehicle: the specific carrier in a media category (TV, Radio, etc
...

Coverage: the potential audience that might receive a message through a vehicle (often in %)
Frequency: the number of times the receiver is exposed to the media vehicle in a given time period
...
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Criteria Considered in the Development of Media Plans
Media Mix
 Media Mix – A combination of communication and media channels use that is utilized to meet marketing
objectives, such as social media platforms and magazines
...

o Coverage Consideration – To alter the level of exposure of media to the target market, whilst
minimizing the amount of overexposure and saturation into other demographics
...


Representation of Reach and Frequency
-

The decision to have a certain message seen / heard by a large number (reach) or expose the same message
to a smaller group more often (frequency)
o Reach of one TV program
o Reach of two programs
o Duplicate reach

Mr
...
If the ad is placed
on two shows, the total number exposed once is unduplicated reach
...
The
reach of the two shows includes a number of people who were reached by both shows
...

Effective Reach
o Effective reach represents the percentage of a vehicle’s audience reached at each effective
frequency increment
...


Creative Aspects and Mood
 Different mediums for communication should be considered when developing a campaign
...

Flexibility
 In order to adapt to rapidly changing marketing environments it is important for strategies to be flexible
...

Budget Considerations
 The relationship between the effectiveness of a media campaign and the cost involved needs to be carefully
managed
...

Note
 The final phase in the media plan is to evaluate the effectiveness of the plan and determine what follow-up
is required
...
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