Do you remember where we have been?

Contemporary IMC Approach

Point ofPurchase

Publicity

InteractiveMarketing

PublicRelations

DirectMarketing

SpecialEvents

PackagingSales

PromotionDirect

Response

MediaAdver-tising

Reasons for the Growth of IMCPlanning Efficiency and

EffectivenessPlanning Efficiency and

Effectiveness

Consumer Adoption of Technology and MediaConsumer Adoption of Technology and Media

Innovative Marketing Practices

Innovative Marketing Practices

Growth of the InternetGrowth of the Internet

Growth of database marketing

Growth of database marketing

Shift in powerShift in power

Movement from advertising focusMovement from advertising focus

Shifting of marketing dollars

Shifting of marketing dollars

Consumer Decision Making

Information Search Perception

Postpurchase Evaluation Learning

Purchase Decision Integration

Alternative Evaluation Attitude Formation

Need Recognition Motivation

Purchase Decision Integration

Decision StageDecision Stage Psychological ProcessPsychological Process

Alternative Evaluation Attitude Formation

Information Search Perception

Need Recognition Motivation

Bases for Segmentation

behaviourbehaviour

BenefitsBenefits

OutletsOutlets

BenefitsBenefits

OutletsOutletsBehaviourBehaviour

PsychographicPsychographic

GeographicGeographic

DemographicDemographicPsychographicPsychographic DemographicDemographic

GeographicGeographic

CustomerCharacteristics

CustomerCharacteristics

SocioeconomicSocioeconomic

BuyingSituationBuying

Situation

UsageUsage

SocioeconomicSocioeconomic

The Communications Process

Alternative Response Hierarchies

Marketing Versus Communications Objectives

Vs.Vs.

Marketing ObjectivesMarketing Objectives

•Generally stated in the firm’s marketing plan

•Achieved through the overall marketing plan

•Quantifiable, such as sales, market share, ROI

•To be accomplished in a given period of time

•Must be realistic and attainable to be effective

•Generally stated in the firm’s marketing plan

•Achieved through the overall marketing plan

•Quantifiable, such as sales, market share, ROI

•To be accomplished in a given period of time

•Must be realistic and attainable to be effective

Communications Objectives

Communications Objectives

•Derived from the overall marketing plan

•More narrow than marketing objectives

•Based on particular communications tasks

•Designed to deliver appropriate messages

•Focused on a specific target audience

•Derived from the overall marketing plan

•More narrow than marketing objectives

•Based on particular communications tasks

•Designed to deliver appropriate messages

•Focused on a specific target audience

Options for Behavioural Objectives

1. Trial Consumer’s first purchase of focal

brand. Brand trial objectives Retrial objectives Brand-switching objectives Category trial objectives

Options for Behavioural Objectives

2. Repeat Purchase A consumer’s continued purchase of a

focal brand within a specified time period.

Repeat-purchase objectives

Options for Behavioural Objective

3. Purchase-Related Behaviour An action taken by consumers which

will lead to a higher probability of purchasing the brand.

Consumer seeks some amount of information about, or experience with, the brand.

Purchase-related behaviour objectives

Options for Behavioural Objectives

4. Repeat Consumption The continued consumption of a brand

once purchased. Repeat-consumption objectives

Options for Communication Objectives

1. Category need• Whether the target audience feels the

need to purchase within the actual product category.

2. Brand awareness

3. Brand attitude

4. Brand purchase intention

5. Brand purchase facilitation

Positioning

“The art and science of fitting the product or service to one or more segments of the broad market in such a way as to set it meaningfully apart from competition.”

Brand Positioning Strategy Options

Options via Consumer and CompetitionPositioning by Product Attributes and BenefitsPositioning by Product Attributes and Benefits

Positioning by Price/Quality

Positioning by Price/Quality

Positioning by Use or Application

Positioning by Use or Application

Positioning by Product User

Positioning by Product User

RepositioningRepositioning

Positioning by Product Class

Positioning by Product Class

Positioning by Product Attributes and BenefitsPositioning by Product Attributes and Benefits

Positioning by Price/Quality

Positioning by Price/Quality

Positioning by Use or Application

Positioning by Use or Application

Positioning by Product User

Positioning by Product User

RepositioningRepositioning Positioning by CompetitorPositioning by CompetitorPositioning by CompetitorPositioning by Competitor

Creative Strategy

Theme or Big IdeaAppeal techniqueSource

Advertising Campaign Themes

“The Ultimate Driving Machine”

“The Ultimate Driving Machine”

BMWBMW

“At a place called Miller time”

“At a place called Miller time”

MillerLite

MillerLite

“Like a Rock”“Like a Rock”

ChevyTrucksChevyTrucksBMWBMWMiller

LiteMillerLite

The central message that will be communicated

in all of the various IMC activities

The central message that will be communicated

in all of the various IMC activities

Approaches to Guide the Search for a Creative Theme

Positioning the Brand

Positioning the Brand

Use a UniqueSelling PositionUse a Unique

Selling Position

Create the Brand Image

Create the Brand Image

Find the Inherent Drama

Find the Inherent Drama

Seeking the Major Idea

Seeking the Major Idea

Types of Rational Appeals

Popularity: Stresses the brand’s popularityPopularity: Stresses the brand’s popularity

News: News announcement about the productNews: News announcement about the product

Price: Makes price offer the dominant pointPrice: Makes price offer the dominant point

Competitive: Makes comparisons to other brandsCompetitive: Makes comparisons to other brands

Feature: Focus on dominant traits of the productFeature: Focus on dominant traits of the product

News: News announcement about the productNews: News announcement about the product

Price: Makes price offer the dominant pointPrice: Makes price offer the dominant point

Competitive: Makes comparisons to other brandsCompetitive: Makes comparisons to other brands

Feature: Focus on dominant traits of the productFeature: Focus on dominant traits of the product

Appealing to Socially-Based Feelings

StatusStatus

AcceptanceAcceptance

RespectRespect

ApprovalApproval AffiliationAffiliation

BelongingBelonging

RejectionRejection RecognitionRecognition

Embarrass-ment

Embarrass-ment

InvolvementInvolvement

AcceptanceAcceptance

RespectRespect

ApprovalApproval AffiliationAffiliation

BelongingBelonging

RejectionRejection RecognitionRecognition

Embarrass-ment

Embarrass-ment

InvolvementInvolvement

Social-BasedFeelings

Social-BasedFeelings

Fear Appeals

Fear An emotional response to a threat that expresses or implies some sort of danger.

Ads sometimes use fear appeals to evoke this emotional response and arouse individuals to take steps to remove the threat.

Often used for social change issues.

Humour Appeals

Best known and best remembered of all advertising.

Used for many reasons:Attract and hold consumers’ attentionCreate positive moodDistract receiver from counterarguing the

message

1. Source Credibility

Expertise Expertise TrustworthinessTrustworthiness

CREDIBILITYCREDIBILITY

2. Source Attractiveness

Resemblance between the source and

recipient of the message

Resemblance between the source and

recipient of the message

SimilaritySimilarity

Knowledge of the source

through repeated or prolonged exposure

Knowledge of the source

through repeated or prolonged exposure

FamiliarityFamiliarity

Affection for the source resulting

from physical appearance, behaviour, or other personal

traits

Affection for the source resulting

from physical appearance, behaviour, or other personal

traits

LikeabilityLikeabilitySimilaritySimilarity FamiliarityFamiliarity

Ad Execution Techinques

Personality Symbol Personality Symbol Personality Symbol Personality Symbol

Straight-sellStraight-sell

ScientificScientific

DemonstrationDemonstration

ComparisonComparison

DramatizationDramatization

HumourHumour

Slice of lifeSlice of life

TestimonialTestimonial

AnimationAnimation

FantasyFantasyFantasyFantasyDramatizationDramatization

ComparisonComparison

AnimationAnimationDemonstrationDemonstration

TestimonialTestimonialScientificScientific

Slice of lifeSlice of lifeStraight-sellStraight-sell

Print Media

Evaluation of Magazines

Allow the presentation of detailed information which the reader can process at his or her own pace.

Print media are not intrusive, unlike TV and radio.

Newspapers and magazines are referred to as high-involvement media.Require effort on the part of the reader for the

advertising message to have an impact.

Classifications of Magazines

CARD divides magazines into three broad categories, based on the audience to which they are directed:Consumer MagazinesFarm PublicationsBusiness Publications

Consumer Magazines

Major portion of the magazine industry, accounting for nearly 2/3 of all advertising dollars spent in magazines.

Consumer magazines can be classified by: General interest Distribution Frequency

Farm Publications

There exist about 86 publications tailored to nearly every possible type of farming or agriculture. Ex. Ontario Milk

Producer, Ontario Produce Farmer

Business Publications

Major categories include:1. Magazines directed at

specific professional groups.

2. Industrial magazines directed at businesspeople in various manufacturing and production industries.

3. Trade magazines targeted to wholesalers, dealers, distributors, and retailers.

4. General business magazines aimed at executives in all areas of business.

Strengths of Magazines

Target Audience SelectivityTarget Audience Selectivity

PermanencePermanence

Selective Exposure and AttentionSelective Exposure and Attention

Media ImageMedia Image

Geographic CoverageGeographic Coverage

Creativity for Cognitive and Emotional Responses

Creativity for Cognitive and Emotional Responses

Limitations of Magazines

Long Lead TimeLong Lead Time

Target Audience CoverageTarget Audience Coverage

ClutterClutter

Reach and FrequencyReach and Frequency

Absolute Cost and Cost EfficiencyAbsolute Cost and Cost Efficiency

Buying Magazine Advertising Space

Issues Related to This Decision:Circulation and ReadershipAudience MeasurementMagazine Advertising Rates

Magazine Circulation and Readership

Most Important Decisions

Size of Magazine / Circulation

Characteristics of Reader / Readership

Magazine Audience Measurement - PMB

Print Measurement Bureau – PMBNon-profit Canadian industry association of

advertisers, print magazine publishers, and advertising agencies.

Mandate is to collect readership information for print magazines.

Foremost research is the PMB study.

Magazine Advertising Rates

CirculationCirculation

Size and Position of AdSize and Position of Ad

Particular Editions ChosenParticular Editions Chosen

Special Mechanical or Production Requirements

Special Mechanical or Production Requirements

Number and Frequency of InsertionsNumber and Frequency of Insertions

Whether Circulation is Controlled or PaidWhether Circulation is Controlled or Paid

Number and Frequency of InsertionsNumber and Frequency of Insertions

Special Mechanical or Production Requirements

Special Mechanical or Production Requirements

Particular Editions ChosenParticular Editions Chosen

Size and Position of AdSize and Position of Ad

CirculationCirculation

Cost Depends On…Cost Depends On…

How to Buy Magazine Advertising Space

Sold on the Basis of Units of Space

Sold on the Basis of Units of Space

Black and White vs. Colour

Black and White vs. Colour

FrequencyFrequency

Sold on the Basis of Units of Space

Sold on the Basis of Units of Space

Black and White vs. Colour

Black and White vs. Colour

The Future for Magazines

Advances in Technology

Advances in Technology

Online DeliveryOnline

Delivery

Canadian Titles

Canadian Titles

Government Support

Government Support

Evaluation of Newspapers

Community NewspapersCommunity Newspapers

Special Audience Newspapers

Special Audience Newspapers

Daily NewspapersDaily Newspapers

National NewspapersNational Newspapers

Newspaper SupplementsNewspaper Supplements

Special Audience Newspapers

Special Audience Newspapers

National NewspapersNational Newspapers

Community NewspapersCommunity Newspapers

Daily NewspapersDaily Newspapers

Types of NewspapersTypes of Newspapers

Types of Newspaper Advertising

Rates Based on Size, DurationRates Based on Size, DurationRates Based on Size, DurationRates Based on Size, Duration

General (Often National)General (Often National)

Local (Mostly Retail)Local (Mostly Retail)

Paid Reading Notices (Editorial Look)Paid Reading Notices (Editorial Look)

Small Items Arranged by TopicSmall Items Arranged by Topic

Classified Display - CombinationClassified Display - Combination

Notices by People, OrganizationsNotices by People, Organizations

Legal Notices - Public ReportsLegal Notices - Public Reports

Financial ReportsFinancial Reports

Notices by People, OrganizationsNotices by People, Organizations

Legal Notices - Public ReportsLegal Notices - Public Reports

Small Items Arranged by TopicSmall Items Arranged by Topic

General (Often National)General (Often National)

Local (Mostly Retail)Local (Mostly Retail)

Prepared Separately by AdvertisersPrepared Separately by Advertisers

Display AdsDisplay Ads

Classified AdsClassified Ads

Public NoticesPublic Notices

Financial ReportsFinancial Reports

Public NoticesPublic Notices

Classified Display - CombinationClassified Display - Combination

Classified AdsClassified Ads

Paid Reading Notices (Editorial Look)Paid Reading Notices (Editorial Look)

Display AdsDisplay Ads

Printed InsertsPrinted Inserts

Strengths of Newspapers

Geographic CoverageGeographic Coverage

Reader Involvement and Amount of Processing Time

Reader Involvement and Amount of Processing Time

Creativity for Cognitive ResponsesCreativity for Cognitive Responses

Media ImageMedia Image

Scheduling FlexibilityScheduling Flexibility

Reach and FrequencyReach and Frequency

Absolute Cost and Cost EfficiencyAbsolute Cost and Cost Efficiency

Target Audience CoverageTarget Audience Coverage

Limitations of Newspapers

Target Audience SelectivityTarget Audience Selectivity

ClutterClutter

Selective Exposure and Poor Attention

Selective Exposure and Poor Attention

Creativity Impact for Emotional Responses

Creativity Impact for Emotional Responses

Buying Newspaper Advertising Space

Issues Related to the DecisionIssues Related to the Decision

Circulation and

Readership

Circulation and

Readership

Audience Measuremen

t

Audience Measuremen

t

Advertising Rates

Advertising Rates

Newspaper Circulation and Readership

Local Coverage Advertiser can reach most of the households

in a market.

National Coverage Want to reach broader regions or even the

entire country.Need to purchase space in a number of

papers.

Newspaper Audience Measurement

NADbank Newspaper, advertising

agency, and advertiser members.

Mandate: Publish audience research information of Canadian newspapers. Provide valid readership

information to facilitate buying and selling of newspaper ad space.

ComBase Administers audience

measurement for CCNA. Study is also named

ComBase. Similar composition and

mandate as NADbank.

Newspaper Readership By Age

Figure 11-5

Newspaper Advertising Rates

Cost of advertising space depends on factors like circulation, premium charges for colour in a special section, or discounts available.

National rates can be about 15% higher than local rates.

Buying Newspaper Advertising Space

Sold By:

•Agate Line

•Column Width

Sold By:

•Agate Line

•Column Width

Position:

•ROP

•Preferred

Position:

•ROP

•Preferred

The Future for Newspapers

Problems of reproduction quality and rate differentials.

Face competition for national and local advertisers’ budgets. Growth of Internet and online services as marketing

tools Local TV and radio stations and Yellow Pages are

competing for local ads Industry is particularly concerned about loss of

advertisers to direct marketing and telemarketing.