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Integrated Marketing Communications Module 4: Developing the IMC program. Integrated Marketing Communications Module 4: Developing the IMC program. Planning and development of creative Marketing Communications. Integrated Marketing Communications Module 4: Developing the IMC program. - PowerPoint PPT Presentation
Citation preview
1
Integrated Marketing Communications
Module 4 Developing the IMC program
2
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Planning and development of creative Marketing Communications
3
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Role of advertising
Source of entertainment motivation fascination fantasy information and sometimes irritation
Ads create or shape the consumers desires and goals
Ads can be used to create images and associations and position a brand in the consumerrsquos mind as well as transform the experience of buying andor using a product or service
Eg BMW ndash ldquothe ultimate driving machingrdquoHallmark ndash ldquowhen you care enough to send the very bestrdquo
4
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Underlying all the messages are two critical components
Determining what the advertising message will say or communicate
CreativeStrategy
CreativeTactics
Determining how the message strategy will be executed
What is creativity
6
Integrated Marketing CommunicationsModule 4 Developing the IMC program
What is creativity
Some people believe that innovativeness artistic and aesthetic value and originality is what creativity is all about
Creative ads can break through the competitionrsquos ads grab the consumerrsquos attention and have some impact
Some other people say that an ad is creative only if it sells the product They are more conservative than the creative people and want
8
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising creativity
9
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Importance of creativity in advertising
Good creative strategy can be central to determining the success of a product or service
It is an essential part of a strong brand building It can create the lsquobig idearsquo
Advertising creativity is the ability to generate fresh unique and appropriate ideas that can be used as solutions to communications problems
10
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ldquoThe Big Ideardquo
Describable in a simple
word or phrase
Likely to attract the prospectrsquos attention
Lets prospects
vividly experience the goods
Revolves around the clinching benefit
Allows you to brand the
advertising
11
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative thinking is needed from everyone involved in the promotional planning process
It is needed from the agency people such as account executives media planners researchers as well as from the client side viz marketing brand managers etc
All must seek creative solutions to the problems encountered in planning developing and executing an advertising campaign
12
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creativity everyone should chip in
Agency
bull Account executives
bull Media planners
bull Researchersbull Attorneys
Client
bull Marketing managers
bull Brand managers
bull Upper management
13
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Planning the creative strategy
The creative challengeTaking creative risksCreative personnel
The creative process
Account planningInputs to creative processAdvertising campaigns Copy platformSearch for the major selling idea
14
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Planning the creative strategy
The creative challenge
The creative team must take all the research strategy statements communication objectives and transform them into an ad message
Do not focus on featuresbenefits of the product or services they must put the advertising message into a form that will engage the audiencersquos interest and make the ads memorable
15
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Rules lead to dull stereotyped advertising and they stifle creativity inspiration initiative and progress
The only rule in advertising hellip
There are No rules No formulae No Right way
16
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Taking creative risks
Clients often feel uncomfortable with advertising that is too different
Creative people say it is important for clients to take some risks if they want breakthrough advertising that gets noticed
Clients like Nike Microsoft Wrigley are more open to take risks
But ultimately the bottom line of advertising is lsquoDoes it sellrsquo
It is a balancing act that clients and ad agencies have to perform
Wrigley confectionary 17
18
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative risk
19
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative personnel
Creative personnel in the agency are often portrayed as lsquooddrsquo and lsquoeccentricrsquo
They are more abstract less structured and rely on intuition They often have non-business education in arts humanities literature etc
They have different mind sets from the lsquosuitsrsquo or marketing managers and account executives
Agencies should create environment to accommodate ideas and people from both
these spectrums to create good ads
20
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative personnel
Abstract
Lessstructured
Less organized
Unconventional
Intuitive
21
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Suits Artists
Only artistic value and
originality countIt isnrsquot creative if it
doesnrsquot sell
Stick with what works
Try something
new
The debate
22
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The creative process
Some advertising people say that creativity in advertising can achieve success if an organized approach is followed
James Webb Young has developed a five step model He believes that production of ideas is similar to production of some product
Ideas also run on an assembly line ie the mind runs a technique which can be learned and controlled
23
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Get raw material and data and immerse yourself in the problemImmersion
Take the information work it over wrestle with it in your mindDigestion
Turn the information over to the subconscious to do the workIncubation
ldquoEureka I have itrdquo phenomenonIllumination
Study the idea evaluate it reshape it for practical usefulnessVerification
24
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Youngrsquos process of creativity is similar to a four step approach outlined much earlier by English sociologist Graham Wallas
These models of the creative process are valuable to those working in the creative area of advertising
25
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Wallas creative process model
IncubationSetting Problem
Aside
PreparationGathering
InformationIllumination
Seeing theSolution
VerificationRefiningthe Idea
TheCreativeProcess
26
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Account Planning
To facilitate the creative process many agencies use account planning which involves conducting research and gathering all relevant information about a clientrsquos productservice brand consumers and target audience
All the research (both qualitative and quantitative) is carried out which is the input to the creative process
27
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process preparation incubation illumination
Back Ground Research Gathering relevant information from periodicals amp Magazine Brand Reports Studies
Some fact-finding techniques
Reading about the product or marketAsking designers engineers salespeople consumersListening to peopleUsing the product
Other sources from which data can be gathered eg Research agencies and Advertising associations
28
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ProductService Specific Research
This information comes in the form of specific studies conducted on product the target audience or both
Consumer research in the form of attitude studies market structure positioning studies perceptual mapping lifestyle research focus group interviews demographic and psychographic profiles of users etc are all examples of product specific researchBBDOrsquos problem DetectionDDBrsquos Psychographic analysis amp Brand Capital Report
29
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Qualitative Research
Focus group interviews give insight as to why and how consumers use a product or service
Ethnographic research observing consumers in their natural environment
Eg Ogilvy and Mather has a research unit called Discovery Group
30
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process Verification Revision
This stage evaluates ideas generated during the illumination stage rejects the inappropriate ones refines and polishes those that remain and gives them final expression
Consumers may be asked to evaluate the ad in the story board form
Story board may be converted into an animatic form and this can be evaluated
31
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Strategy Development
Advertising campaigns
A set of interrelated and coordinated marketing communications activities that center on a single theme or idea that appears in different media across a specific time period
The central idea or theme is the key for a successful ad campaign
32
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Company Campaign Theme
DeBeers Diamonds are foreverNike Just do itBMW The ultimate driving machineMiller Lite Tastes great less fillingWheaties Breakfast of champions
33
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Copy Platform
A document that specifies the basic elements of the creative strategy
Also known as creative platform work plan creative brief creative blueprint or creative contract It consists of the following
-Basic problem issue that advertising must address-Advertising and communications objectives-Target audience-Major selling idea-Campaign theme execution technique-Supporting information and requirements
34
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The search for a major selling idea
Some experts say that a campaign should have a big idea that attracts attention gets a reaction and sets the advertisers productservice apart from the competitors
Some of the best known approaches for this are
- Unique selling proposition- Creating a brand image- Finding the inherent drama- Positioning
35
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Unique selling proposition
A USP has the following three characteristics
-Each ad must say to the consumer what is the product benefit-Such a proposition should be unique that no competition can offer-The proposition should be strong enough to attract new customers to your brand
USP should have a sustainable competitive advantage that competitors cannot easily copy
36
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creating a brand image
The creative strategy is based on the development of a strong memorable identity for the brand through image advertising
The image of a brand creates an appeal to the product users It is especially more important when the competing brands are similar
Eg No Fear creates an image representing the outer limits of human performance
37
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Finding the inherent drama
Coined by Leo Burnett inherent drama refers to the foundation of consumer benefits with an emphasis on the dramatic element in expressing those benefits
Burnett advocated a down-home type of advertising that presents the message in a warm and realistic way
38
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Positioning
The basic idea is that advertising is used to establish or lsquopositionrsquo the product or service in a particular place in the consumerrsquos mind
Products can be positioned on the basis of product attributes price quality usage or application product users or product class
39
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative StrategyImplementation and Evaluation
40
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Previous section described WHAT the advertising message should communicate
This section focuses on HOW the message will be executed
Two basic concepts are Appeals and Execution Styles
41
Integrated Marketing CommunicationsModule 4 Developing the IMC program
To influence consumer feelings toward a product service or cause
The approach used to attract the attention of consumers
The way an appeal is turned into an advertising message
The way the message is presented to the consumer
AdvertisingAppeals
ExecutionStyle
42
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Appeal
It refers to the approach used to attract the attention of the consumers andor to influence their feelings toward the product service or cause
It is something that moves people speaks to their wants or needs and excites their interest The different appeals are
- Informationalrational appeals- Emotional appeals- Combining rational and emotional appeals- Other types of appeals
43
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Informational Rational Appeals
Product Popularity Appeal Stresses the brandrsquos popularity
News Appeals News announcement about the product
Favorable Price Appeal Makes price offer the dominant point
Competitive Advantage Appeal Makes comparisons to other brands
Feature Appeal Focus on dominant traits of the product
44
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Emotional Appeals
They relate to the customersrsquo social andor psychological needs for purchasing a product or service
Sometimes the feelings for a brand can be more important than the attributes of the product
Some of the emotions are
45
Integrated Marketing CommunicationsModule 4 Developing the IMC program
SafetySecurityFearLove AffectionHappiness JoyNostalgiaSentimentExcitementArousal
StimulationSorrow Grief
Pride Achievement
Accomplishment Self-esteem
EmbarrassmentActualization
Pleasure Ambition Comfort
46
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Status
Acceptance
Respect
Approval Affiliation
Belonging
Rejection Recognition
Embarrass-ment
Involvement
Social-BasedFeelings
47
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Transformational Advertisement
A lsquotransformational adrsquo is the one which associates the experience of using the brand with a unique set of psychological characteristics
48
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Richer
MoreExciting
Warmer
Feelings
Meanings
Images
Beliefs
MoreEnjoyable
It must make the product use experience
The ads create
49
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Combining rational and emotional appeals
Consumer purchase decisions are often made on the basis of both emotional and rational motives
Hence attention should be given to both in developing effective advertising
Consumers develop lsquoemotional bondingrsquo with the brands
Consumers also assign a lsquopersonalityrsquo to a brand Eg A brand may be thought of as aggressive adventurous self-assured etc
50
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Levels of relationships with brands
Emotions
Personality
Product Benefits
51
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Other types of Appeals
Reminder Advertising building brand awareness andor keeping the brand name in front of the customers
Advertisers introducing new products often use Teaser Advertising to build curiosity interest and excitement by talking about it but not actually showing it Also called mystery ads
Care should be taken not to stretch teaser ads for too long or they will loose their effectiveness
52
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Execution
Creative execution is the process by which the advertising appeal is presented
How you say is also as important in advertising as What you say
An advertising message can be presented or executed in numerous ways
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Planning and development of creative Marketing Communications
3
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Role of advertising
Source of entertainment motivation fascination fantasy information and sometimes irritation
Ads create or shape the consumers desires and goals
Ads can be used to create images and associations and position a brand in the consumerrsquos mind as well as transform the experience of buying andor using a product or service
Eg BMW ndash ldquothe ultimate driving machingrdquoHallmark ndash ldquowhen you care enough to send the very bestrdquo
4
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Underlying all the messages are two critical components
Determining what the advertising message will say or communicate
CreativeStrategy
CreativeTactics
Determining how the message strategy will be executed
What is creativity
6
Integrated Marketing CommunicationsModule 4 Developing the IMC program
What is creativity
Some people believe that innovativeness artistic and aesthetic value and originality is what creativity is all about
Creative ads can break through the competitionrsquos ads grab the consumerrsquos attention and have some impact
Some other people say that an ad is creative only if it sells the product They are more conservative than the creative people and want
8
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising creativity
9
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Importance of creativity in advertising
Good creative strategy can be central to determining the success of a product or service
It is an essential part of a strong brand building It can create the lsquobig idearsquo
Advertising creativity is the ability to generate fresh unique and appropriate ideas that can be used as solutions to communications problems
10
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ldquoThe Big Ideardquo
Describable in a simple
word or phrase
Likely to attract the prospectrsquos attention
Lets prospects
vividly experience the goods
Revolves around the clinching benefit
Allows you to brand the
advertising
11
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative thinking is needed from everyone involved in the promotional planning process
It is needed from the agency people such as account executives media planners researchers as well as from the client side viz marketing brand managers etc
All must seek creative solutions to the problems encountered in planning developing and executing an advertising campaign
12
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creativity everyone should chip in
Agency
bull Account executives
bull Media planners
bull Researchersbull Attorneys
Client
bull Marketing managers
bull Brand managers
bull Upper management
13
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Planning the creative strategy
The creative challengeTaking creative risksCreative personnel
The creative process
Account planningInputs to creative processAdvertising campaigns Copy platformSearch for the major selling idea
14
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Planning the creative strategy
The creative challenge
The creative team must take all the research strategy statements communication objectives and transform them into an ad message
Do not focus on featuresbenefits of the product or services they must put the advertising message into a form that will engage the audiencersquos interest and make the ads memorable
15
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Rules lead to dull stereotyped advertising and they stifle creativity inspiration initiative and progress
The only rule in advertising hellip
There are No rules No formulae No Right way
16
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Taking creative risks
Clients often feel uncomfortable with advertising that is too different
Creative people say it is important for clients to take some risks if they want breakthrough advertising that gets noticed
Clients like Nike Microsoft Wrigley are more open to take risks
But ultimately the bottom line of advertising is lsquoDoes it sellrsquo
It is a balancing act that clients and ad agencies have to perform
Wrigley confectionary 17
18
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative risk
19
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative personnel
Creative personnel in the agency are often portrayed as lsquooddrsquo and lsquoeccentricrsquo
They are more abstract less structured and rely on intuition They often have non-business education in arts humanities literature etc
They have different mind sets from the lsquosuitsrsquo or marketing managers and account executives
Agencies should create environment to accommodate ideas and people from both
these spectrums to create good ads
20
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative personnel
Abstract
Lessstructured
Less organized
Unconventional
Intuitive
21
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Suits Artists
Only artistic value and
originality countIt isnrsquot creative if it
doesnrsquot sell
Stick with what works
Try something
new
The debate
22
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The creative process
Some advertising people say that creativity in advertising can achieve success if an organized approach is followed
James Webb Young has developed a five step model He believes that production of ideas is similar to production of some product
Ideas also run on an assembly line ie the mind runs a technique which can be learned and controlled
23
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Get raw material and data and immerse yourself in the problemImmersion
Take the information work it over wrestle with it in your mindDigestion
Turn the information over to the subconscious to do the workIncubation
ldquoEureka I have itrdquo phenomenonIllumination
Study the idea evaluate it reshape it for practical usefulnessVerification
24
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Youngrsquos process of creativity is similar to a four step approach outlined much earlier by English sociologist Graham Wallas
These models of the creative process are valuable to those working in the creative area of advertising
25
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Wallas creative process model
IncubationSetting Problem
Aside
PreparationGathering
InformationIllumination
Seeing theSolution
VerificationRefiningthe Idea
TheCreativeProcess
26
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Account Planning
To facilitate the creative process many agencies use account planning which involves conducting research and gathering all relevant information about a clientrsquos productservice brand consumers and target audience
All the research (both qualitative and quantitative) is carried out which is the input to the creative process
27
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process preparation incubation illumination
Back Ground Research Gathering relevant information from periodicals amp Magazine Brand Reports Studies
Some fact-finding techniques
Reading about the product or marketAsking designers engineers salespeople consumersListening to peopleUsing the product
Other sources from which data can be gathered eg Research agencies and Advertising associations
28
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ProductService Specific Research
This information comes in the form of specific studies conducted on product the target audience or both
Consumer research in the form of attitude studies market structure positioning studies perceptual mapping lifestyle research focus group interviews demographic and psychographic profiles of users etc are all examples of product specific researchBBDOrsquos problem DetectionDDBrsquos Psychographic analysis amp Brand Capital Report
29
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Qualitative Research
Focus group interviews give insight as to why and how consumers use a product or service
Ethnographic research observing consumers in their natural environment
Eg Ogilvy and Mather has a research unit called Discovery Group
30
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process Verification Revision
This stage evaluates ideas generated during the illumination stage rejects the inappropriate ones refines and polishes those that remain and gives them final expression
Consumers may be asked to evaluate the ad in the story board form
Story board may be converted into an animatic form and this can be evaluated
31
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Strategy Development
Advertising campaigns
A set of interrelated and coordinated marketing communications activities that center on a single theme or idea that appears in different media across a specific time period
The central idea or theme is the key for a successful ad campaign
32
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Company Campaign Theme
DeBeers Diamonds are foreverNike Just do itBMW The ultimate driving machineMiller Lite Tastes great less fillingWheaties Breakfast of champions
33
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Copy Platform
A document that specifies the basic elements of the creative strategy
Also known as creative platform work plan creative brief creative blueprint or creative contract It consists of the following
-Basic problem issue that advertising must address-Advertising and communications objectives-Target audience-Major selling idea-Campaign theme execution technique-Supporting information and requirements
34
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The search for a major selling idea
Some experts say that a campaign should have a big idea that attracts attention gets a reaction and sets the advertisers productservice apart from the competitors
Some of the best known approaches for this are
- Unique selling proposition- Creating a brand image- Finding the inherent drama- Positioning
35
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Unique selling proposition
A USP has the following three characteristics
-Each ad must say to the consumer what is the product benefit-Such a proposition should be unique that no competition can offer-The proposition should be strong enough to attract new customers to your brand
USP should have a sustainable competitive advantage that competitors cannot easily copy
36
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creating a brand image
The creative strategy is based on the development of a strong memorable identity for the brand through image advertising
The image of a brand creates an appeal to the product users It is especially more important when the competing brands are similar
Eg No Fear creates an image representing the outer limits of human performance
37
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Finding the inherent drama
Coined by Leo Burnett inherent drama refers to the foundation of consumer benefits with an emphasis on the dramatic element in expressing those benefits
Burnett advocated a down-home type of advertising that presents the message in a warm and realistic way
38
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Positioning
The basic idea is that advertising is used to establish or lsquopositionrsquo the product or service in a particular place in the consumerrsquos mind
Products can be positioned on the basis of product attributes price quality usage or application product users or product class
39
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative StrategyImplementation and Evaluation
40
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Previous section described WHAT the advertising message should communicate
This section focuses on HOW the message will be executed
Two basic concepts are Appeals and Execution Styles
41
Integrated Marketing CommunicationsModule 4 Developing the IMC program
To influence consumer feelings toward a product service or cause
The approach used to attract the attention of consumers
The way an appeal is turned into an advertising message
The way the message is presented to the consumer
AdvertisingAppeals
ExecutionStyle
42
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Appeal
It refers to the approach used to attract the attention of the consumers andor to influence their feelings toward the product service or cause
It is something that moves people speaks to their wants or needs and excites their interest The different appeals are
- Informationalrational appeals- Emotional appeals- Combining rational and emotional appeals- Other types of appeals
43
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Informational Rational Appeals
Product Popularity Appeal Stresses the brandrsquos popularity
News Appeals News announcement about the product
Favorable Price Appeal Makes price offer the dominant point
Competitive Advantage Appeal Makes comparisons to other brands
Feature Appeal Focus on dominant traits of the product
44
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Emotional Appeals
They relate to the customersrsquo social andor psychological needs for purchasing a product or service
Sometimes the feelings for a brand can be more important than the attributes of the product
Some of the emotions are
45
Integrated Marketing CommunicationsModule 4 Developing the IMC program
SafetySecurityFearLove AffectionHappiness JoyNostalgiaSentimentExcitementArousal
StimulationSorrow Grief
Pride Achievement
Accomplishment Self-esteem
EmbarrassmentActualization
Pleasure Ambition Comfort
46
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Status
Acceptance
Respect
Approval Affiliation
Belonging
Rejection Recognition
Embarrass-ment
Involvement
Social-BasedFeelings
47
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Transformational Advertisement
A lsquotransformational adrsquo is the one which associates the experience of using the brand with a unique set of psychological characteristics
48
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Richer
MoreExciting
Warmer
Feelings
Meanings
Images
Beliefs
MoreEnjoyable
It must make the product use experience
The ads create
49
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Combining rational and emotional appeals
Consumer purchase decisions are often made on the basis of both emotional and rational motives
Hence attention should be given to both in developing effective advertising
Consumers develop lsquoemotional bondingrsquo with the brands
Consumers also assign a lsquopersonalityrsquo to a brand Eg A brand may be thought of as aggressive adventurous self-assured etc
50
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Levels of relationships with brands
Emotions
Personality
Product Benefits
51
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Other types of Appeals
Reminder Advertising building brand awareness andor keeping the brand name in front of the customers
Advertisers introducing new products often use Teaser Advertising to build curiosity interest and excitement by talking about it but not actually showing it Also called mystery ads
Care should be taken not to stretch teaser ads for too long or they will loose their effectiveness
52
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Execution
Creative execution is the process by which the advertising appeal is presented
How you say is also as important in advertising as What you say
An advertising message can be presented or executed in numerous ways
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Role of advertising
Source of entertainment motivation fascination fantasy information and sometimes irritation
Ads create or shape the consumers desires and goals
Ads can be used to create images and associations and position a brand in the consumerrsquos mind as well as transform the experience of buying andor using a product or service
Eg BMW ndash ldquothe ultimate driving machingrdquoHallmark ndash ldquowhen you care enough to send the very bestrdquo
4
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Underlying all the messages are two critical components
Determining what the advertising message will say or communicate
CreativeStrategy
CreativeTactics
Determining how the message strategy will be executed
What is creativity
6
Integrated Marketing CommunicationsModule 4 Developing the IMC program
What is creativity
Some people believe that innovativeness artistic and aesthetic value and originality is what creativity is all about
Creative ads can break through the competitionrsquos ads grab the consumerrsquos attention and have some impact
Some other people say that an ad is creative only if it sells the product They are more conservative than the creative people and want
8
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising creativity
9
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Importance of creativity in advertising
Good creative strategy can be central to determining the success of a product or service
It is an essential part of a strong brand building It can create the lsquobig idearsquo
Advertising creativity is the ability to generate fresh unique and appropriate ideas that can be used as solutions to communications problems
10
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ldquoThe Big Ideardquo
Describable in a simple
word or phrase
Likely to attract the prospectrsquos attention
Lets prospects
vividly experience the goods
Revolves around the clinching benefit
Allows you to brand the
advertising
11
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative thinking is needed from everyone involved in the promotional planning process
It is needed from the agency people such as account executives media planners researchers as well as from the client side viz marketing brand managers etc
All must seek creative solutions to the problems encountered in planning developing and executing an advertising campaign
12
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creativity everyone should chip in
Agency
bull Account executives
bull Media planners
bull Researchersbull Attorneys
Client
bull Marketing managers
bull Brand managers
bull Upper management
13
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Planning the creative strategy
The creative challengeTaking creative risksCreative personnel
The creative process
Account planningInputs to creative processAdvertising campaigns Copy platformSearch for the major selling idea
14
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Planning the creative strategy
The creative challenge
The creative team must take all the research strategy statements communication objectives and transform them into an ad message
Do not focus on featuresbenefits of the product or services they must put the advertising message into a form that will engage the audiencersquos interest and make the ads memorable
15
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Rules lead to dull stereotyped advertising and they stifle creativity inspiration initiative and progress
The only rule in advertising hellip
There are No rules No formulae No Right way
16
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Taking creative risks
Clients often feel uncomfortable with advertising that is too different
Creative people say it is important for clients to take some risks if they want breakthrough advertising that gets noticed
Clients like Nike Microsoft Wrigley are more open to take risks
But ultimately the bottom line of advertising is lsquoDoes it sellrsquo
It is a balancing act that clients and ad agencies have to perform
Wrigley confectionary 17
18
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative risk
19
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative personnel
Creative personnel in the agency are often portrayed as lsquooddrsquo and lsquoeccentricrsquo
They are more abstract less structured and rely on intuition They often have non-business education in arts humanities literature etc
They have different mind sets from the lsquosuitsrsquo or marketing managers and account executives
Agencies should create environment to accommodate ideas and people from both
these spectrums to create good ads
20
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative personnel
Abstract
Lessstructured
Less organized
Unconventional
Intuitive
21
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Suits Artists
Only artistic value and
originality countIt isnrsquot creative if it
doesnrsquot sell
Stick with what works
Try something
new
The debate
22
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The creative process
Some advertising people say that creativity in advertising can achieve success if an organized approach is followed
James Webb Young has developed a five step model He believes that production of ideas is similar to production of some product
Ideas also run on an assembly line ie the mind runs a technique which can be learned and controlled
23
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Get raw material and data and immerse yourself in the problemImmersion
Take the information work it over wrestle with it in your mindDigestion
Turn the information over to the subconscious to do the workIncubation
ldquoEureka I have itrdquo phenomenonIllumination
Study the idea evaluate it reshape it for practical usefulnessVerification
24
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Youngrsquos process of creativity is similar to a four step approach outlined much earlier by English sociologist Graham Wallas
These models of the creative process are valuable to those working in the creative area of advertising
25
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Wallas creative process model
IncubationSetting Problem
Aside
PreparationGathering
InformationIllumination
Seeing theSolution
VerificationRefiningthe Idea
TheCreativeProcess
26
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Account Planning
To facilitate the creative process many agencies use account planning which involves conducting research and gathering all relevant information about a clientrsquos productservice brand consumers and target audience
All the research (both qualitative and quantitative) is carried out which is the input to the creative process
27
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process preparation incubation illumination
Back Ground Research Gathering relevant information from periodicals amp Magazine Brand Reports Studies
Some fact-finding techniques
Reading about the product or marketAsking designers engineers salespeople consumersListening to peopleUsing the product
Other sources from which data can be gathered eg Research agencies and Advertising associations
28
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ProductService Specific Research
This information comes in the form of specific studies conducted on product the target audience or both
Consumer research in the form of attitude studies market structure positioning studies perceptual mapping lifestyle research focus group interviews demographic and psychographic profiles of users etc are all examples of product specific researchBBDOrsquos problem DetectionDDBrsquos Psychographic analysis amp Brand Capital Report
29
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Qualitative Research
Focus group interviews give insight as to why and how consumers use a product or service
Ethnographic research observing consumers in their natural environment
Eg Ogilvy and Mather has a research unit called Discovery Group
30
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process Verification Revision
This stage evaluates ideas generated during the illumination stage rejects the inappropriate ones refines and polishes those that remain and gives them final expression
Consumers may be asked to evaluate the ad in the story board form
Story board may be converted into an animatic form and this can be evaluated
31
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Strategy Development
Advertising campaigns
A set of interrelated and coordinated marketing communications activities that center on a single theme or idea that appears in different media across a specific time period
The central idea or theme is the key for a successful ad campaign
32
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Company Campaign Theme
DeBeers Diamonds are foreverNike Just do itBMW The ultimate driving machineMiller Lite Tastes great less fillingWheaties Breakfast of champions
33
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Copy Platform
A document that specifies the basic elements of the creative strategy
Also known as creative platform work plan creative brief creative blueprint or creative contract It consists of the following
-Basic problem issue that advertising must address-Advertising and communications objectives-Target audience-Major selling idea-Campaign theme execution technique-Supporting information and requirements
34
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The search for a major selling idea
Some experts say that a campaign should have a big idea that attracts attention gets a reaction and sets the advertisers productservice apart from the competitors
Some of the best known approaches for this are
- Unique selling proposition- Creating a brand image- Finding the inherent drama- Positioning
35
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Unique selling proposition
A USP has the following three characteristics
-Each ad must say to the consumer what is the product benefit-Such a proposition should be unique that no competition can offer-The proposition should be strong enough to attract new customers to your brand
USP should have a sustainable competitive advantage that competitors cannot easily copy
36
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creating a brand image
The creative strategy is based on the development of a strong memorable identity for the brand through image advertising
The image of a brand creates an appeal to the product users It is especially more important when the competing brands are similar
Eg No Fear creates an image representing the outer limits of human performance
37
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Finding the inherent drama
Coined by Leo Burnett inherent drama refers to the foundation of consumer benefits with an emphasis on the dramatic element in expressing those benefits
Burnett advocated a down-home type of advertising that presents the message in a warm and realistic way
38
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Positioning
The basic idea is that advertising is used to establish or lsquopositionrsquo the product or service in a particular place in the consumerrsquos mind
Products can be positioned on the basis of product attributes price quality usage or application product users or product class
39
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative StrategyImplementation and Evaluation
40
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Previous section described WHAT the advertising message should communicate
This section focuses on HOW the message will be executed
Two basic concepts are Appeals and Execution Styles
41
Integrated Marketing CommunicationsModule 4 Developing the IMC program
To influence consumer feelings toward a product service or cause
The approach used to attract the attention of consumers
The way an appeal is turned into an advertising message
The way the message is presented to the consumer
AdvertisingAppeals
ExecutionStyle
42
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Appeal
It refers to the approach used to attract the attention of the consumers andor to influence their feelings toward the product service or cause
It is something that moves people speaks to their wants or needs and excites their interest The different appeals are
- Informationalrational appeals- Emotional appeals- Combining rational and emotional appeals- Other types of appeals
43
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Informational Rational Appeals
Product Popularity Appeal Stresses the brandrsquos popularity
News Appeals News announcement about the product
Favorable Price Appeal Makes price offer the dominant point
Competitive Advantage Appeal Makes comparisons to other brands
Feature Appeal Focus on dominant traits of the product
44
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Emotional Appeals
They relate to the customersrsquo social andor psychological needs for purchasing a product or service
Sometimes the feelings for a brand can be more important than the attributes of the product
Some of the emotions are
45
Integrated Marketing CommunicationsModule 4 Developing the IMC program
SafetySecurityFearLove AffectionHappiness JoyNostalgiaSentimentExcitementArousal
StimulationSorrow Grief
Pride Achievement
Accomplishment Self-esteem
EmbarrassmentActualization
Pleasure Ambition Comfort
46
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Status
Acceptance
Respect
Approval Affiliation
Belonging
Rejection Recognition
Embarrass-ment
Involvement
Social-BasedFeelings
47
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Transformational Advertisement
A lsquotransformational adrsquo is the one which associates the experience of using the brand with a unique set of psychological characteristics
48
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Richer
MoreExciting
Warmer
Feelings
Meanings
Images
Beliefs
MoreEnjoyable
It must make the product use experience
The ads create
49
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Combining rational and emotional appeals
Consumer purchase decisions are often made on the basis of both emotional and rational motives
Hence attention should be given to both in developing effective advertising
Consumers develop lsquoemotional bondingrsquo with the brands
Consumers also assign a lsquopersonalityrsquo to a brand Eg A brand may be thought of as aggressive adventurous self-assured etc
50
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Levels of relationships with brands
Emotions
Personality
Product Benefits
51
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Other types of Appeals
Reminder Advertising building brand awareness andor keeping the brand name in front of the customers
Advertisers introducing new products often use Teaser Advertising to build curiosity interest and excitement by talking about it but not actually showing it Also called mystery ads
Care should be taken not to stretch teaser ads for too long or they will loose their effectiveness
52
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Execution
Creative execution is the process by which the advertising appeal is presented
How you say is also as important in advertising as What you say
An advertising message can be presented or executed in numerous ways
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Underlying all the messages are two critical components
Determining what the advertising message will say or communicate
CreativeStrategy
CreativeTactics
Determining how the message strategy will be executed
What is creativity
6
Integrated Marketing CommunicationsModule 4 Developing the IMC program
What is creativity
Some people believe that innovativeness artistic and aesthetic value and originality is what creativity is all about
Creative ads can break through the competitionrsquos ads grab the consumerrsquos attention and have some impact
Some other people say that an ad is creative only if it sells the product They are more conservative than the creative people and want
8
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising creativity
9
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Importance of creativity in advertising
Good creative strategy can be central to determining the success of a product or service
It is an essential part of a strong brand building It can create the lsquobig idearsquo
Advertising creativity is the ability to generate fresh unique and appropriate ideas that can be used as solutions to communications problems
10
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ldquoThe Big Ideardquo
Describable in a simple
word or phrase
Likely to attract the prospectrsquos attention
Lets prospects
vividly experience the goods
Revolves around the clinching benefit
Allows you to brand the
advertising
11
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative thinking is needed from everyone involved in the promotional planning process
It is needed from the agency people such as account executives media planners researchers as well as from the client side viz marketing brand managers etc
All must seek creative solutions to the problems encountered in planning developing and executing an advertising campaign
12
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creativity everyone should chip in
Agency
bull Account executives
bull Media planners
bull Researchersbull Attorneys
Client
bull Marketing managers
bull Brand managers
bull Upper management
13
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Planning the creative strategy
The creative challengeTaking creative risksCreative personnel
The creative process
Account planningInputs to creative processAdvertising campaigns Copy platformSearch for the major selling idea
14
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Planning the creative strategy
The creative challenge
The creative team must take all the research strategy statements communication objectives and transform them into an ad message
Do not focus on featuresbenefits of the product or services they must put the advertising message into a form that will engage the audiencersquos interest and make the ads memorable
15
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Rules lead to dull stereotyped advertising and they stifle creativity inspiration initiative and progress
The only rule in advertising hellip
There are No rules No formulae No Right way
16
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Taking creative risks
Clients often feel uncomfortable with advertising that is too different
Creative people say it is important for clients to take some risks if they want breakthrough advertising that gets noticed
Clients like Nike Microsoft Wrigley are more open to take risks
But ultimately the bottom line of advertising is lsquoDoes it sellrsquo
It is a balancing act that clients and ad agencies have to perform
Wrigley confectionary 17
18
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative risk
19
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative personnel
Creative personnel in the agency are often portrayed as lsquooddrsquo and lsquoeccentricrsquo
They are more abstract less structured and rely on intuition They often have non-business education in arts humanities literature etc
They have different mind sets from the lsquosuitsrsquo or marketing managers and account executives
Agencies should create environment to accommodate ideas and people from both
these spectrums to create good ads
20
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative personnel
Abstract
Lessstructured
Less organized
Unconventional
Intuitive
21
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Suits Artists
Only artistic value and
originality countIt isnrsquot creative if it
doesnrsquot sell
Stick with what works
Try something
new
The debate
22
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The creative process
Some advertising people say that creativity in advertising can achieve success if an organized approach is followed
James Webb Young has developed a five step model He believes that production of ideas is similar to production of some product
Ideas also run on an assembly line ie the mind runs a technique which can be learned and controlled
23
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Get raw material and data and immerse yourself in the problemImmersion
Take the information work it over wrestle with it in your mindDigestion
Turn the information over to the subconscious to do the workIncubation
ldquoEureka I have itrdquo phenomenonIllumination
Study the idea evaluate it reshape it for practical usefulnessVerification
24
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Youngrsquos process of creativity is similar to a four step approach outlined much earlier by English sociologist Graham Wallas
These models of the creative process are valuable to those working in the creative area of advertising
25
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Wallas creative process model
IncubationSetting Problem
Aside
PreparationGathering
InformationIllumination
Seeing theSolution
VerificationRefiningthe Idea
TheCreativeProcess
26
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Account Planning
To facilitate the creative process many agencies use account planning which involves conducting research and gathering all relevant information about a clientrsquos productservice brand consumers and target audience
All the research (both qualitative and quantitative) is carried out which is the input to the creative process
27
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process preparation incubation illumination
Back Ground Research Gathering relevant information from periodicals amp Magazine Brand Reports Studies
Some fact-finding techniques
Reading about the product or marketAsking designers engineers salespeople consumersListening to peopleUsing the product
Other sources from which data can be gathered eg Research agencies and Advertising associations
28
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ProductService Specific Research
This information comes in the form of specific studies conducted on product the target audience or both
Consumer research in the form of attitude studies market structure positioning studies perceptual mapping lifestyle research focus group interviews demographic and psychographic profiles of users etc are all examples of product specific researchBBDOrsquos problem DetectionDDBrsquos Psychographic analysis amp Brand Capital Report
29
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Qualitative Research
Focus group interviews give insight as to why and how consumers use a product or service
Ethnographic research observing consumers in their natural environment
Eg Ogilvy and Mather has a research unit called Discovery Group
30
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process Verification Revision
This stage evaluates ideas generated during the illumination stage rejects the inappropriate ones refines and polishes those that remain and gives them final expression
Consumers may be asked to evaluate the ad in the story board form
Story board may be converted into an animatic form and this can be evaluated
31
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Strategy Development
Advertising campaigns
A set of interrelated and coordinated marketing communications activities that center on a single theme or idea that appears in different media across a specific time period
The central idea or theme is the key for a successful ad campaign
32
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Company Campaign Theme
DeBeers Diamonds are foreverNike Just do itBMW The ultimate driving machineMiller Lite Tastes great less fillingWheaties Breakfast of champions
33
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Copy Platform
A document that specifies the basic elements of the creative strategy
Also known as creative platform work plan creative brief creative blueprint or creative contract It consists of the following
-Basic problem issue that advertising must address-Advertising and communications objectives-Target audience-Major selling idea-Campaign theme execution technique-Supporting information and requirements
34
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The search for a major selling idea
Some experts say that a campaign should have a big idea that attracts attention gets a reaction and sets the advertisers productservice apart from the competitors
Some of the best known approaches for this are
- Unique selling proposition- Creating a brand image- Finding the inherent drama- Positioning
35
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Unique selling proposition
A USP has the following three characteristics
-Each ad must say to the consumer what is the product benefit-Such a proposition should be unique that no competition can offer-The proposition should be strong enough to attract new customers to your brand
USP should have a sustainable competitive advantage that competitors cannot easily copy
36
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creating a brand image
The creative strategy is based on the development of a strong memorable identity for the brand through image advertising
The image of a brand creates an appeal to the product users It is especially more important when the competing brands are similar
Eg No Fear creates an image representing the outer limits of human performance
37
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Finding the inherent drama
Coined by Leo Burnett inherent drama refers to the foundation of consumer benefits with an emphasis on the dramatic element in expressing those benefits
Burnett advocated a down-home type of advertising that presents the message in a warm and realistic way
38
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Positioning
The basic idea is that advertising is used to establish or lsquopositionrsquo the product or service in a particular place in the consumerrsquos mind
Products can be positioned on the basis of product attributes price quality usage or application product users or product class
39
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative StrategyImplementation and Evaluation
40
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Previous section described WHAT the advertising message should communicate
This section focuses on HOW the message will be executed
Two basic concepts are Appeals and Execution Styles
41
Integrated Marketing CommunicationsModule 4 Developing the IMC program
To influence consumer feelings toward a product service or cause
The approach used to attract the attention of consumers
The way an appeal is turned into an advertising message
The way the message is presented to the consumer
AdvertisingAppeals
ExecutionStyle
42
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Appeal
It refers to the approach used to attract the attention of the consumers andor to influence their feelings toward the product service or cause
It is something that moves people speaks to their wants or needs and excites their interest The different appeals are
- Informationalrational appeals- Emotional appeals- Combining rational and emotional appeals- Other types of appeals
43
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Informational Rational Appeals
Product Popularity Appeal Stresses the brandrsquos popularity
News Appeals News announcement about the product
Favorable Price Appeal Makes price offer the dominant point
Competitive Advantage Appeal Makes comparisons to other brands
Feature Appeal Focus on dominant traits of the product
44
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Emotional Appeals
They relate to the customersrsquo social andor psychological needs for purchasing a product or service
Sometimes the feelings for a brand can be more important than the attributes of the product
Some of the emotions are
45
Integrated Marketing CommunicationsModule 4 Developing the IMC program
SafetySecurityFearLove AffectionHappiness JoyNostalgiaSentimentExcitementArousal
StimulationSorrow Grief
Pride Achievement
Accomplishment Self-esteem
EmbarrassmentActualization
Pleasure Ambition Comfort
46
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Status
Acceptance
Respect
Approval Affiliation
Belonging
Rejection Recognition
Embarrass-ment
Involvement
Social-BasedFeelings
47
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Transformational Advertisement
A lsquotransformational adrsquo is the one which associates the experience of using the brand with a unique set of psychological characteristics
48
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Richer
MoreExciting
Warmer
Feelings
Meanings
Images
Beliefs
MoreEnjoyable
It must make the product use experience
The ads create
49
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Combining rational and emotional appeals
Consumer purchase decisions are often made on the basis of both emotional and rational motives
Hence attention should be given to both in developing effective advertising
Consumers develop lsquoemotional bondingrsquo with the brands
Consumers also assign a lsquopersonalityrsquo to a brand Eg A brand may be thought of as aggressive adventurous self-assured etc
50
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Levels of relationships with brands
Emotions
Personality
Product Benefits
51
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Other types of Appeals
Reminder Advertising building brand awareness andor keeping the brand name in front of the customers
Advertisers introducing new products often use Teaser Advertising to build curiosity interest and excitement by talking about it but not actually showing it Also called mystery ads
Care should be taken not to stretch teaser ads for too long or they will loose their effectiveness
52
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Execution
Creative execution is the process by which the advertising appeal is presented
How you say is also as important in advertising as What you say
An advertising message can be presented or executed in numerous ways
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
What is creativity
6
Integrated Marketing CommunicationsModule 4 Developing the IMC program
What is creativity
Some people believe that innovativeness artistic and aesthetic value and originality is what creativity is all about
Creative ads can break through the competitionrsquos ads grab the consumerrsquos attention and have some impact
Some other people say that an ad is creative only if it sells the product They are more conservative than the creative people and want
8
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising creativity
9
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Importance of creativity in advertising
Good creative strategy can be central to determining the success of a product or service
It is an essential part of a strong brand building It can create the lsquobig idearsquo
Advertising creativity is the ability to generate fresh unique and appropriate ideas that can be used as solutions to communications problems
10
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ldquoThe Big Ideardquo
Describable in a simple
word or phrase
Likely to attract the prospectrsquos attention
Lets prospects
vividly experience the goods
Revolves around the clinching benefit
Allows you to brand the
advertising
11
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative thinking is needed from everyone involved in the promotional planning process
It is needed from the agency people such as account executives media planners researchers as well as from the client side viz marketing brand managers etc
All must seek creative solutions to the problems encountered in planning developing and executing an advertising campaign
12
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creativity everyone should chip in
Agency
bull Account executives
bull Media planners
bull Researchersbull Attorneys
Client
bull Marketing managers
bull Brand managers
bull Upper management
13
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Planning the creative strategy
The creative challengeTaking creative risksCreative personnel
The creative process
Account planningInputs to creative processAdvertising campaigns Copy platformSearch for the major selling idea
14
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Planning the creative strategy
The creative challenge
The creative team must take all the research strategy statements communication objectives and transform them into an ad message
Do not focus on featuresbenefits of the product or services they must put the advertising message into a form that will engage the audiencersquos interest and make the ads memorable
15
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Rules lead to dull stereotyped advertising and they stifle creativity inspiration initiative and progress
The only rule in advertising hellip
There are No rules No formulae No Right way
16
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Taking creative risks
Clients often feel uncomfortable with advertising that is too different
Creative people say it is important for clients to take some risks if they want breakthrough advertising that gets noticed
Clients like Nike Microsoft Wrigley are more open to take risks
But ultimately the bottom line of advertising is lsquoDoes it sellrsquo
It is a balancing act that clients and ad agencies have to perform
Wrigley confectionary 17
18
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative risk
19
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative personnel
Creative personnel in the agency are often portrayed as lsquooddrsquo and lsquoeccentricrsquo
They are more abstract less structured and rely on intuition They often have non-business education in arts humanities literature etc
They have different mind sets from the lsquosuitsrsquo or marketing managers and account executives
Agencies should create environment to accommodate ideas and people from both
these spectrums to create good ads
20
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative personnel
Abstract
Lessstructured
Less organized
Unconventional
Intuitive
21
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Suits Artists
Only artistic value and
originality countIt isnrsquot creative if it
doesnrsquot sell
Stick with what works
Try something
new
The debate
22
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The creative process
Some advertising people say that creativity in advertising can achieve success if an organized approach is followed
James Webb Young has developed a five step model He believes that production of ideas is similar to production of some product
Ideas also run on an assembly line ie the mind runs a technique which can be learned and controlled
23
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Get raw material and data and immerse yourself in the problemImmersion
Take the information work it over wrestle with it in your mindDigestion
Turn the information over to the subconscious to do the workIncubation
ldquoEureka I have itrdquo phenomenonIllumination
Study the idea evaluate it reshape it for practical usefulnessVerification
24
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Youngrsquos process of creativity is similar to a four step approach outlined much earlier by English sociologist Graham Wallas
These models of the creative process are valuable to those working in the creative area of advertising
25
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Wallas creative process model
IncubationSetting Problem
Aside
PreparationGathering
InformationIllumination
Seeing theSolution
VerificationRefiningthe Idea
TheCreativeProcess
26
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Account Planning
To facilitate the creative process many agencies use account planning which involves conducting research and gathering all relevant information about a clientrsquos productservice brand consumers and target audience
All the research (both qualitative and quantitative) is carried out which is the input to the creative process
27
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process preparation incubation illumination
Back Ground Research Gathering relevant information from periodicals amp Magazine Brand Reports Studies
Some fact-finding techniques
Reading about the product or marketAsking designers engineers salespeople consumersListening to peopleUsing the product
Other sources from which data can be gathered eg Research agencies and Advertising associations
28
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ProductService Specific Research
This information comes in the form of specific studies conducted on product the target audience or both
Consumer research in the form of attitude studies market structure positioning studies perceptual mapping lifestyle research focus group interviews demographic and psychographic profiles of users etc are all examples of product specific researchBBDOrsquos problem DetectionDDBrsquos Psychographic analysis amp Brand Capital Report
29
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Qualitative Research
Focus group interviews give insight as to why and how consumers use a product or service
Ethnographic research observing consumers in their natural environment
Eg Ogilvy and Mather has a research unit called Discovery Group
30
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process Verification Revision
This stage evaluates ideas generated during the illumination stage rejects the inappropriate ones refines and polishes those that remain and gives them final expression
Consumers may be asked to evaluate the ad in the story board form
Story board may be converted into an animatic form and this can be evaluated
31
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Strategy Development
Advertising campaigns
A set of interrelated and coordinated marketing communications activities that center on a single theme or idea that appears in different media across a specific time period
The central idea or theme is the key for a successful ad campaign
32
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Company Campaign Theme
DeBeers Diamonds are foreverNike Just do itBMW The ultimate driving machineMiller Lite Tastes great less fillingWheaties Breakfast of champions
33
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Copy Platform
A document that specifies the basic elements of the creative strategy
Also known as creative platform work plan creative brief creative blueprint or creative contract It consists of the following
-Basic problem issue that advertising must address-Advertising and communications objectives-Target audience-Major selling idea-Campaign theme execution technique-Supporting information and requirements
34
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The search for a major selling idea
Some experts say that a campaign should have a big idea that attracts attention gets a reaction and sets the advertisers productservice apart from the competitors
Some of the best known approaches for this are
- Unique selling proposition- Creating a brand image- Finding the inherent drama- Positioning
35
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Unique selling proposition
A USP has the following three characteristics
-Each ad must say to the consumer what is the product benefit-Such a proposition should be unique that no competition can offer-The proposition should be strong enough to attract new customers to your brand
USP should have a sustainable competitive advantage that competitors cannot easily copy
36
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creating a brand image
The creative strategy is based on the development of a strong memorable identity for the brand through image advertising
The image of a brand creates an appeal to the product users It is especially more important when the competing brands are similar
Eg No Fear creates an image representing the outer limits of human performance
37
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Finding the inherent drama
Coined by Leo Burnett inherent drama refers to the foundation of consumer benefits with an emphasis on the dramatic element in expressing those benefits
Burnett advocated a down-home type of advertising that presents the message in a warm and realistic way
38
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Positioning
The basic idea is that advertising is used to establish or lsquopositionrsquo the product or service in a particular place in the consumerrsquos mind
Products can be positioned on the basis of product attributes price quality usage or application product users or product class
39
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative StrategyImplementation and Evaluation
40
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Previous section described WHAT the advertising message should communicate
This section focuses on HOW the message will be executed
Two basic concepts are Appeals and Execution Styles
41
Integrated Marketing CommunicationsModule 4 Developing the IMC program
To influence consumer feelings toward a product service or cause
The approach used to attract the attention of consumers
The way an appeal is turned into an advertising message
The way the message is presented to the consumer
AdvertisingAppeals
ExecutionStyle
42
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Appeal
It refers to the approach used to attract the attention of the consumers andor to influence their feelings toward the product service or cause
It is something that moves people speaks to their wants or needs and excites their interest The different appeals are
- Informationalrational appeals- Emotional appeals- Combining rational and emotional appeals- Other types of appeals
43
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Informational Rational Appeals
Product Popularity Appeal Stresses the brandrsquos popularity
News Appeals News announcement about the product
Favorable Price Appeal Makes price offer the dominant point
Competitive Advantage Appeal Makes comparisons to other brands
Feature Appeal Focus on dominant traits of the product
44
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Emotional Appeals
They relate to the customersrsquo social andor psychological needs for purchasing a product or service
Sometimes the feelings for a brand can be more important than the attributes of the product
Some of the emotions are
45
Integrated Marketing CommunicationsModule 4 Developing the IMC program
SafetySecurityFearLove AffectionHappiness JoyNostalgiaSentimentExcitementArousal
StimulationSorrow Grief
Pride Achievement
Accomplishment Self-esteem
EmbarrassmentActualization
Pleasure Ambition Comfort
46
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Status
Acceptance
Respect
Approval Affiliation
Belonging
Rejection Recognition
Embarrass-ment
Involvement
Social-BasedFeelings
47
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Transformational Advertisement
A lsquotransformational adrsquo is the one which associates the experience of using the brand with a unique set of psychological characteristics
48
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Richer
MoreExciting
Warmer
Feelings
Meanings
Images
Beliefs
MoreEnjoyable
It must make the product use experience
The ads create
49
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Combining rational and emotional appeals
Consumer purchase decisions are often made on the basis of both emotional and rational motives
Hence attention should be given to both in developing effective advertising
Consumers develop lsquoemotional bondingrsquo with the brands
Consumers also assign a lsquopersonalityrsquo to a brand Eg A brand may be thought of as aggressive adventurous self-assured etc
50
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Levels of relationships with brands
Emotions
Personality
Product Benefits
51
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Other types of Appeals
Reminder Advertising building brand awareness andor keeping the brand name in front of the customers
Advertisers introducing new products often use Teaser Advertising to build curiosity interest and excitement by talking about it but not actually showing it Also called mystery ads
Care should be taken not to stretch teaser ads for too long or they will loose their effectiveness
52
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Execution
Creative execution is the process by which the advertising appeal is presented
How you say is also as important in advertising as What you say
An advertising message can be presented or executed in numerous ways
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
6
Integrated Marketing CommunicationsModule 4 Developing the IMC program
What is creativity
Some people believe that innovativeness artistic and aesthetic value and originality is what creativity is all about
Creative ads can break through the competitionrsquos ads grab the consumerrsquos attention and have some impact
Some other people say that an ad is creative only if it sells the product They are more conservative than the creative people and want
8
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising creativity
9
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Importance of creativity in advertising
Good creative strategy can be central to determining the success of a product or service
It is an essential part of a strong brand building It can create the lsquobig idearsquo
Advertising creativity is the ability to generate fresh unique and appropriate ideas that can be used as solutions to communications problems
10
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ldquoThe Big Ideardquo
Describable in a simple
word or phrase
Likely to attract the prospectrsquos attention
Lets prospects
vividly experience the goods
Revolves around the clinching benefit
Allows you to brand the
advertising
11
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative thinking is needed from everyone involved in the promotional planning process
It is needed from the agency people such as account executives media planners researchers as well as from the client side viz marketing brand managers etc
All must seek creative solutions to the problems encountered in planning developing and executing an advertising campaign
12
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creativity everyone should chip in
Agency
bull Account executives
bull Media planners
bull Researchersbull Attorneys
Client
bull Marketing managers
bull Brand managers
bull Upper management
13
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Planning the creative strategy
The creative challengeTaking creative risksCreative personnel
The creative process
Account planningInputs to creative processAdvertising campaigns Copy platformSearch for the major selling idea
14
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Planning the creative strategy
The creative challenge
The creative team must take all the research strategy statements communication objectives and transform them into an ad message
Do not focus on featuresbenefits of the product or services they must put the advertising message into a form that will engage the audiencersquos interest and make the ads memorable
15
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Rules lead to dull stereotyped advertising and they stifle creativity inspiration initiative and progress
The only rule in advertising hellip
There are No rules No formulae No Right way
16
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Taking creative risks
Clients often feel uncomfortable with advertising that is too different
Creative people say it is important for clients to take some risks if they want breakthrough advertising that gets noticed
Clients like Nike Microsoft Wrigley are more open to take risks
But ultimately the bottom line of advertising is lsquoDoes it sellrsquo
It is a balancing act that clients and ad agencies have to perform
Wrigley confectionary 17
18
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative risk
19
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative personnel
Creative personnel in the agency are often portrayed as lsquooddrsquo and lsquoeccentricrsquo
They are more abstract less structured and rely on intuition They often have non-business education in arts humanities literature etc
They have different mind sets from the lsquosuitsrsquo or marketing managers and account executives
Agencies should create environment to accommodate ideas and people from both
these spectrums to create good ads
20
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative personnel
Abstract
Lessstructured
Less organized
Unconventional
Intuitive
21
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Suits Artists
Only artistic value and
originality countIt isnrsquot creative if it
doesnrsquot sell
Stick with what works
Try something
new
The debate
22
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The creative process
Some advertising people say that creativity in advertising can achieve success if an organized approach is followed
James Webb Young has developed a five step model He believes that production of ideas is similar to production of some product
Ideas also run on an assembly line ie the mind runs a technique which can be learned and controlled
23
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Get raw material and data and immerse yourself in the problemImmersion
Take the information work it over wrestle with it in your mindDigestion
Turn the information over to the subconscious to do the workIncubation
ldquoEureka I have itrdquo phenomenonIllumination
Study the idea evaluate it reshape it for practical usefulnessVerification
24
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Youngrsquos process of creativity is similar to a four step approach outlined much earlier by English sociologist Graham Wallas
These models of the creative process are valuable to those working in the creative area of advertising
25
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Wallas creative process model
IncubationSetting Problem
Aside
PreparationGathering
InformationIllumination
Seeing theSolution
VerificationRefiningthe Idea
TheCreativeProcess
26
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Account Planning
To facilitate the creative process many agencies use account planning which involves conducting research and gathering all relevant information about a clientrsquos productservice brand consumers and target audience
All the research (both qualitative and quantitative) is carried out which is the input to the creative process
27
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process preparation incubation illumination
Back Ground Research Gathering relevant information from periodicals amp Magazine Brand Reports Studies
Some fact-finding techniques
Reading about the product or marketAsking designers engineers salespeople consumersListening to peopleUsing the product
Other sources from which data can be gathered eg Research agencies and Advertising associations
28
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ProductService Specific Research
This information comes in the form of specific studies conducted on product the target audience or both
Consumer research in the form of attitude studies market structure positioning studies perceptual mapping lifestyle research focus group interviews demographic and psychographic profiles of users etc are all examples of product specific researchBBDOrsquos problem DetectionDDBrsquos Psychographic analysis amp Brand Capital Report
29
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Qualitative Research
Focus group interviews give insight as to why and how consumers use a product or service
Ethnographic research observing consumers in their natural environment
Eg Ogilvy and Mather has a research unit called Discovery Group
30
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process Verification Revision
This stage evaluates ideas generated during the illumination stage rejects the inappropriate ones refines and polishes those that remain and gives them final expression
Consumers may be asked to evaluate the ad in the story board form
Story board may be converted into an animatic form and this can be evaluated
31
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Strategy Development
Advertising campaigns
A set of interrelated and coordinated marketing communications activities that center on a single theme or idea that appears in different media across a specific time period
The central idea or theme is the key for a successful ad campaign
32
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Company Campaign Theme
DeBeers Diamonds are foreverNike Just do itBMW The ultimate driving machineMiller Lite Tastes great less fillingWheaties Breakfast of champions
33
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Copy Platform
A document that specifies the basic elements of the creative strategy
Also known as creative platform work plan creative brief creative blueprint or creative contract It consists of the following
-Basic problem issue that advertising must address-Advertising and communications objectives-Target audience-Major selling idea-Campaign theme execution technique-Supporting information and requirements
34
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The search for a major selling idea
Some experts say that a campaign should have a big idea that attracts attention gets a reaction and sets the advertisers productservice apart from the competitors
Some of the best known approaches for this are
- Unique selling proposition- Creating a brand image- Finding the inherent drama- Positioning
35
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Unique selling proposition
A USP has the following three characteristics
-Each ad must say to the consumer what is the product benefit-Such a proposition should be unique that no competition can offer-The proposition should be strong enough to attract new customers to your brand
USP should have a sustainable competitive advantage that competitors cannot easily copy
36
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creating a brand image
The creative strategy is based on the development of a strong memorable identity for the brand through image advertising
The image of a brand creates an appeal to the product users It is especially more important when the competing brands are similar
Eg No Fear creates an image representing the outer limits of human performance
37
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Finding the inherent drama
Coined by Leo Burnett inherent drama refers to the foundation of consumer benefits with an emphasis on the dramatic element in expressing those benefits
Burnett advocated a down-home type of advertising that presents the message in a warm and realistic way
38
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Positioning
The basic idea is that advertising is used to establish or lsquopositionrsquo the product or service in a particular place in the consumerrsquos mind
Products can be positioned on the basis of product attributes price quality usage or application product users or product class
39
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative StrategyImplementation and Evaluation
40
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Previous section described WHAT the advertising message should communicate
This section focuses on HOW the message will be executed
Two basic concepts are Appeals and Execution Styles
41
Integrated Marketing CommunicationsModule 4 Developing the IMC program
To influence consumer feelings toward a product service or cause
The approach used to attract the attention of consumers
The way an appeal is turned into an advertising message
The way the message is presented to the consumer
AdvertisingAppeals
ExecutionStyle
42
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Appeal
It refers to the approach used to attract the attention of the consumers andor to influence their feelings toward the product service or cause
It is something that moves people speaks to their wants or needs and excites their interest The different appeals are
- Informationalrational appeals- Emotional appeals- Combining rational and emotional appeals- Other types of appeals
43
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Informational Rational Appeals
Product Popularity Appeal Stresses the brandrsquos popularity
News Appeals News announcement about the product
Favorable Price Appeal Makes price offer the dominant point
Competitive Advantage Appeal Makes comparisons to other brands
Feature Appeal Focus on dominant traits of the product
44
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Emotional Appeals
They relate to the customersrsquo social andor psychological needs for purchasing a product or service
Sometimes the feelings for a brand can be more important than the attributes of the product
Some of the emotions are
45
Integrated Marketing CommunicationsModule 4 Developing the IMC program
SafetySecurityFearLove AffectionHappiness JoyNostalgiaSentimentExcitementArousal
StimulationSorrow Grief
Pride Achievement
Accomplishment Self-esteem
EmbarrassmentActualization
Pleasure Ambition Comfort
46
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Status
Acceptance
Respect
Approval Affiliation
Belonging
Rejection Recognition
Embarrass-ment
Involvement
Social-BasedFeelings
47
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Transformational Advertisement
A lsquotransformational adrsquo is the one which associates the experience of using the brand with a unique set of psychological characteristics
48
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Richer
MoreExciting
Warmer
Feelings
Meanings
Images
Beliefs
MoreEnjoyable
It must make the product use experience
The ads create
49
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Combining rational and emotional appeals
Consumer purchase decisions are often made on the basis of both emotional and rational motives
Hence attention should be given to both in developing effective advertising
Consumers develop lsquoemotional bondingrsquo with the brands
Consumers also assign a lsquopersonalityrsquo to a brand Eg A brand may be thought of as aggressive adventurous self-assured etc
50
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Levels of relationships with brands
Emotions
Personality
Product Benefits
51
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Other types of Appeals
Reminder Advertising building brand awareness andor keeping the brand name in front of the customers
Advertisers introducing new products often use Teaser Advertising to build curiosity interest and excitement by talking about it but not actually showing it Also called mystery ads
Care should be taken not to stretch teaser ads for too long or they will loose their effectiveness
52
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Execution
Creative execution is the process by which the advertising appeal is presented
How you say is also as important in advertising as What you say
An advertising message can be presented or executed in numerous ways
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
8
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising creativity
9
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Importance of creativity in advertising
Good creative strategy can be central to determining the success of a product or service
It is an essential part of a strong brand building It can create the lsquobig idearsquo
Advertising creativity is the ability to generate fresh unique and appropriate ideas that can be used as solutions to communications problems
10
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ldquoThe Big Ideardquo
Describable in a simple
word or phrase
Likely to attract the prospectrsquos attention
Lets prospects
vividly experience the goods
Revolves around the clinching benefit
Allows you to brand the
advertising
11
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative thinking is needed from everyone involved in the promotional planning process
It is needed from the agency people such as account executives media planners researchers as well as from the client side viz marketing brand managers etc
All must seek creative solutions to the problems encountered in planning developing and executing an advertising campaign
12
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creativity everyone should chip in
Agency
bull Account executives
bull Media planners
bull Researchersbull Attorneys
Client
bull Marketing managers
bull Brand managers
bull Upper management
13
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Planning the creative strategy
The creative challengeTaking creative risksCreative personnel
The creative process
Account planningInputs to creative processAdvertising campaigns Copy platformSearch for the major selling idea
14
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Planning the creative strategy
The creative challenge
The creative team must take all the research strategy statements communication objectives and transform them into an ad message
Do not focus on featuresbenefits of the product or services they must put the advertising message into a form that will engage the audiencersquos interest and make the ads memorable
15
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Rules lead to dull stereotyped advertising and they stifle creativity inspiration initiative and progress
The only rule in advertising hellip
There are No rules No formulae No Right way
16
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Taking creative risks
Clients often feel uncomfortable with advertising that is too different
Creative people say it is important for clients to take some risks if they want breakthrough advertising that gets noticed
Clients like Nike Microsoft Wrigley are more open to take risks
But ultimately the bottom line of advertising is lsquoDoes it sellrsquo
It is a balancing act that clients and ad agencies have to perform
Wrigley confectionary 17
18
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative risk
19
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative personnel
Creative personnel in the agency are often portrayed as lsquooddrsquo and lsquoeccentricrsquo
They are more abstract less structured and rely on intuition They often have non-business education in arts humanities literature etc
They have different mind sets from the lsquosuitsrsquo or marketing managers and account executives
Agencies should create environment to accommodate ideas and people from both
these spectrums to create good ads
20
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative personnel
Abstract
Lessstructured
Less organized
Unconventional
Intuitive
21
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Suits Artists
Only artistic value and
originality countIt isnrsquot creative if it
doesnrsquot sell
Stick with what works
Try something
new
The debate
22
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The creative process
Some advertising people say that creativity in advertising can achieve success if an organized approach is followed
James Webb Young has developed a five step model He believes that production of ideas is similar to production of some product
Ideas also run on an assembly line ie the mind runs a technique which can be learned and controlled
23
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Get raw material and data and immerse yourself in the problemImmersion
Take the information work it over wrestle with it in your mindDigestion
Turn the information over to the subconscious to do the workIncubation
ldquoEureka I have itrdquo phenomenonIllumination
Study the idea evaluate it reshape it for practical usefulnessVerification
24
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Youngrsquos process of creativity is similar to a four step approach outlined much earlier by English sociologist Graham Wallas
These models of the creative process are valuable to those working in the creative area of advertising
25
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Wallas creative process model
IncubationSetting Problem
Aside
PreparationGathering
InformationIllumination
Seeing theSolution
VerificationRefiningthe Idea
TheCreativeProcess
26
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Account Planning
To facilitate the creative process many agencies use account planning which involves conducting research and gathering all relevant information about a clientrsquos productservice brand consumers and target audience
All the research (both qualitative and quantitative) is carried out which is the input to the creative process
27
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process preparation incubation illumination
Back Ground Research Gathering relevant information from periodicals amp Magazine Brand Reports Studies
Some fact-finding techniques
Reading about the product or marketAsking designers engineers salespeople consumersListening to peopleUsing the product
Other sources from which data can be gathered eg Research agencies and Advertising associations
28
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ProductService Specific Research
This information comes in the form of specific studies conducted on product the target audience or both
Consumer research in the form of attitude studies market structure positioning studies perceptual mapping lifestyle research focus group interviews demographic and psychographic profiles of users etc are all examples of product specific researchBBDOrsquos problem DetectionDDBrsquos Psychographic analysis amp Brand Capital Report
29
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Qualitative Research
Focus group interviews give insight as to why and how consumers use a product or service
Ethnographic research observing consumers in their natural environment
Eg Ogilvy and Mather has a research unit called Discovery Group
30
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process Verification Revision
This stage evaluates ideas generated during the illumination stage rejects the inappropriate ones refines and polishes those that remain and gives them final expression
Consumers may be asked to evaluate the ad in the story board form
Story board may be converted into an animatic form and this can be evaluated
31
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Strategy Development
Advertising campaigns
A set of interrelated and coordinated marketing communications activities that center on a single theme or idea that appears in different media across a specific time period
The central idea or theme is the key for a successful ad campaign
32
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Company Campaign Theme
DeBeers Diamonds are foreverNike Just do itBMW The ultimate driving machineMiller Lite Tastes great less fillingWheaties Breakfast of champions
33
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Copy Platform
A document that specifies the basic elements of the creative strategy
Also known as creative platform work plan creative brief creative blueprint or creative contract It consists of the following
-Basic problem issue that advertising must address-Advertising and communications objectives-Target audience-Major selling idea-Campaign theme execution technique-Supporting information and requirements
34
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The search for a major selling idea
Some experts say that a campaign should have a big idea that attracts attention gets a reaction and sets the advertisers productservice apart from the competitors
Some of the best known approaches for this are
- Unique selling proposition- Creating a brand image- Finding the inherent drama- Positioning
35
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Unique selling proposition
A USP has the following three characteristics
-Each ad must say to the consumer what is the product benefit-Such a proposition should be unique that no competition can offer-The proposition should be strong enough to attract new customers to your brand
USP should have a sustainable competitive advantage that competitors cannot easily copy
36
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creating a brand image
The creative strategy is based on the development of a strong memorable identity for the brand through image advertising
The image of a brand creates an appeal to the product users It is especially more important when the competing brands are similar
Eg No Fear creates an image representing the outer limits of human performance
37
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Finding the inherent drama
Coined by Leo Burnett inherent drama refers to the foundation of consumer benefits with an emphasis on the dramatic element in expressing those benefits
Burnett advocated a down-home type of advertising that presents the message in a warm and realistic way
38
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Positioning
The basic idea is that advertising is used to establish or lsquopositionrsquo the product or service in a particular place in the consumerrsquos mind
Products can be positioned on the basis of product attributes price quality usage or application product users or product class
39
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative StrategyImplementation and Evaluation
40
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Previous section described WHAT the advertising message should communicate
This section focuses on HOW the message will be executed
Two basic concepts are Appeals and Execution Styles
41
Integrated Marketing CommunicationsModule 4 Developing the IMC program
To influence consumer feelings toward a product service or cause
The approach used to attract the attention of consumers
The way an appeal is turned into an advertising message
The way the message is presented to the consumer
AdvertisingAppeals
ExecutionStyle
42
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Appeal
It refers to the approach used to attract the attention of the consumers andor to influence their feelings toward the product service or cause
It is something that moves people speaks to their wants or needs and excites their interest The different appeals are
- Informationalrational appeals- Emotional appeals- Combining rational and emotional appeals- Other types of appeals
43
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Informational Rational Appeals
Product Popularity Appeal Stresses the brandrsquos popularity
News Appeals News announcement about the product
Favorable Price Appeal Makes price offer the dominant point
Competitive Advantage Appeal Makes comparisons to other brands
Feature Appeal Focus on dominant traits of the product
44
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Emotional Appeals
They relate to the customersrsquo social andor psychological needs for purchasing a product or service
Sometimes the feelings for a brand can be more important than the attributes of the product
Some of the emotions are
45
Integrated Marketing CommunicationsModule 4 Developing the IMC program
SafetySecurityFearLove AffectionHappiness JoyNostalgiaSentimentExcitementArousal
StimulationSorrow Grief
Pride Achievement
Accomplishment Self-esteem
EmbarrassmentActualization
Pleasure Ambition Comfort
46
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Status
Acceptance
Respect
Approval Affiliation
Belonging
Rejection Recognition
Embarrass-ment
Involvement
Social-BasedFeelings
47
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Transformational Advertisement
A lsquotransformational adrsquo is the one which associates the experience of using the brand with a unique set of psychological characteristics
48
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Richer
MoreExciting
Warmer
Feelings
Meanings
Images
Beliefs
MoreEnjoyable
It must make the product use experience
The ads create
49
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Combining rational and emotional appeals
Consumer purchase decisions are often made on the basis of both emotional and rational motives
Hence attention should be given to both in developing effective advertising
Consumers develop lsquoemotional bondingrsquo with the brands
Consumers also assign a lsquopersonalityrsquo to a brand Eg A brand may be thought of as aggressive adventurous self-assured etc
50
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Levels of relationships with brands
Emotions
Personality
Product Benefits
51
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Other types of Appeals
Reminder Advertising building brand awareness andor keeping the brand name in front of the customers
Advertisers introducing new products often use Teaser Advertising to build curiosity interest and excitement by talking about it but not actually showing it Also called mystery ads
Care should be taken not to stretch teaser ads for too long or they will loose their effectiveness
52
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Execution
Creative execution is the process by which the advertising appeal is presented
How you say is also as important in advertising as What you say
An advertising message can be presented or executed in numerous ways
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
9
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Importance of creativity in advertising
Good creative strategy can be central to determining the success of a product or service
It is an essential part of a strong brand building It can create the lsquobig idearsquo
Advertising creativity is the ability to generate fresh unique and appropriate ideas that can be used as solutions to communications problems
10
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ldquoThe Big Ideardquo
Describable in a simple
word or phrase
Likely to attract the prospectrsquos attention
Lets prospects
vividly experience the goods
Revolves around the clinching benefit
Allows you to brand the
advertising
11
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative thinking is needed from everyone involved in the promotional planning process
It is needed from the agency people such as account executives media planners researchers as well as from the client side viz marketing brand managers etc
All must seek creative solutions to the problems encountered in planning developing and executing an advertising campaign
12
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creativity everyone should chip in
Agency
bull Account executives
bull Media planners
bull Researchersbull Attorneys
Client
bull Marketing managers
bull Brand managers
bull Upper management
13
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Planning the creative strategy
The creative challengeTaking creative risksCreative personnel
The creative process
Account planningInputs to creative processAdvertising campaigns Copy platformSearch for the major selling idea
14
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Planning the creative strategy
The creative challenge
The creative team must take all the research strategy statements communication objectives and transform them into an ad message
Do not focus on featuresbenefits of the product or services they must put the advertising message into a form that will engage the audiencersquos interest and make the ads memorable
15
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Rules lead to dull stereotyped advertising and they stifle creativity inspiration initiative and progress
The only rule in advertising hellip
There are No rules No formulae No Right way
16
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Taking creative risks
Clients often feel uncomfortable with advertising that is too different
Creative people say it is important for clients to take some risks if they want breakthrough advertising that gets noticed
Clients like Nike Microsoft Wrigley are more open to take risks
But ultimately the bottom line of advertising is lsquoDoes it sellrsquo
It is a balancing act that clients and ad agencies have to perform
Wrigley confectionary 17
18
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative risk
19
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative personnel
Creative personnel in the agency are often portrayed as lsquooddrsquo and lsquoeccentricrsquo
They are more abstract less structured and rely on intuition They often have non-business education in arts humanities literature etc
They have different mind sets from the lsquosuitsrsquo or marketing managers and account executives
Agencies should create environment to accommodate ideas and people from both
these spectrums to create good ads
20
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative personnel
Abstract
Lessstructured
Less organized
Unconventional
Intuitive
21
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Suits Artists
Only artistic value and
originality countIt isnrsquot creative if it
doesnrsquot sell
Stick with what works
Try something
new
The debate
22
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The creative process
Some advertising people say that creativity in advertising can achieve success if an organized approach is followed
James Webb Young has developed a five step model He believes that production of ideas is similar to production of some product
Ideas also run on an assembly line ie the mind runs a technique which can be learned and controlled
23
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Get raw material and data and immerse yourself in the problemImmersion
Take the information work it over wrestle with it in your mindDigestion
Turn the information over to the subconscious to do the workIncubation
ldquoEureka I have itrdquo phenomenonIllumination
Study the idea evaluate it reshape it for practical usefulnessVerification
24
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Youngrsquos process of creativity is similar to a four step approach outlined much earlier by English sociologist Graham Wallas
These models of the creative process are valuable to those working in the creative area of advertising
25
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Wallas creative process model
IncubationSetting Problem
Aside
PreparationGathering
InformationIllumination
Seeing theSolution
VerificationRefiningthe Idea
TheCreativeProcess
26
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Account Planning
To facilitate the creative process many agencies use account planning which involves conducting research and gathering all relevant information about a clientrsquos productservice brand consumers and target audience
All the research (both qualitative and quantitative) is carried out which is the input to the creative process
27
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process preparation incubation illumination
Back Ground Research Gathering relevant information from periodicals amp Magazine Brand Reports Studies
Some fact-finding techniques
Reading about the product or marketAsking designers engineers salespeople consumersListening to peopleUsing the product
Other sources from which data can be gathered eg Research agencies and Advertising associations
28
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ProductService Specific Research
This information comes in the form of specific studies conducted on product the target audience or both
Consumer research in the form of attitude studies market structure positioning studies perceptual mapping lifestyle research focus group interviews demographic and psychographic profiles of users etc are all examples of product specific researchBBDOrsquos problem DetectionDDBrsquos Psychographic analysis amp Brand Capital Report
29
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Qualitative Research
Focus group interviews give insight as to why and how consumers use a product or service
Ethnographic research observing consumers in their natural environment
Eg Ogilvy and Mather has a research unit called Discovery Group
30
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process Verification Revision
This stage evaluates ideas generated during the illumination stage rejects the inappropriate ones refines and polishes those that remain and gives them final expression
Consumers may be asked to evaluate the ad in the story board form
Story board may be converted into an animatic form and this can be evaluated
31
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Strategy Development
Advertising campaigns
A set of interrelated and coordinated marketing communications activities that center on a single theme or idea that appears in different media across a specific time period
The central idea or theme is the key for a successful ad campaign
32
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Company Campaign Theme
DeBeers Diamonds are foreverNike Just do itBMW The ultimate driving machineMiller Lite Tastes great less fillingWheaties Breakfast of champions
33
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Copy Platform
A document that specifies the basic elements of the creative strategy
Also known as creative platform work plan creative brief creative blueprint or creative contract It consists of the following
-Basic problem issue that advertising must address-Advertising and communications objectives-Target audience-Major selling idea-Campaign theme execution technique-Supporting information and requirements
34
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The search for a major selling idea
Some experts say that a campaign should have a big idea that attracts attention gets a reaction and sets the advertisers productservice apart from the competitors
Some of the best known approaches for this are
- Unique selling proposition- Creating a brand image- Finding the inherent drama- Positioning
35
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Unique selling proposition
A USP has the following three characteristics
-Each ad must say to the consumer what is the product benefit-Such a proposition should be unique that no competition can offer-The proposition should be strong enough to attract new customers to your brand
USP should have a sustainable competitive advantage that competitors cannot easily copy
36
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creating a brand image
The creative strategy is based on the development of a strong memorable identity for the brand through image advertising
The image of a brand creates an appeal to the product users It is especially more important when the competing brands are similar
Eg No Fear creates an image representing the outer limits of human performance
37
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Finding the inherent drama
Coined by Leo Burnett inherent drama refers to the foundation of consumer benefits with an emphasis on the dramatic element in expressing those benefits
Burnett advocated a down-home type of advertising that presents the message in a warm and realistic way
38
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Positioning
The basic idea is that advertising is used to establish or lsquopositionrsquo the product or service in a particular place in the consumerrsquos mind
Products can be positioned on the basis of product attributes price quality usage or application product users or product class
39
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative StrategyImplementation and Evaluation
40
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Previous section described WHAT the advertising message should communicate
This section focuses on HOW the message will be executed
Two basic concepts are Appeals and Execution Styles
41
Integrated Marketing CommunicationsModule 4 Developing the IMC program
To influence consumer feelings toward a product service or cause
The approach used to attract the attention of consumers
The way an appeal is turned into an advertising message
The way the message is presented to the consumer
AdvertisingAppeals
ExecutionStyle
42
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Appeal
It refers to the approach used to attract the attention of the consumers andor to influence their feelings toward the product service or cause
It is something that moves people speaks to their wants or needs and excites their interest The different appeals are
- Informationalrational appeals- Emotional appeals- Combining rational and emotional appeals- Other types of appeals
43
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Informational Rational Appeals
Product Popularity Appeal Stresses the brandrsquos popularity
News Appeals News announcement about the product
Favorable Price Appeal Makes price offer the dominant point
Competitive Advantage Appeal Makes comparisons to other brands
Feature Appeal Focus on dominant traits of the product
44
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Emotional Appeals
They relate to the customersrsquo social andor psychological needs for purchasing a product or service
Sometimes the feelings for a brand can be more important than the attributes of the product
Some of the emotions are
45
Integrated Marketing CommunicationsModule 4 Developing the IMC program
SafetySecurityFearLove AffectionHappiness JoyNostalgiaSentimentExcitementArousal
StimulationSorrow Grief
Pride Achievement
Accomplishment Self-esteem
EmbarrassmentActualization
Pleasure Ambition Comfort
46
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Status
Acceptance
Respect
Approval Affiliation
Belonging
Rejection Recognition
Embarrass-ment
Involvement
Social-BasedFeelings
47
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Transformational Advertisement
A lsquotransformational adrsquo is the one which associates the experience of using the brand with a unique set of psychological characteristics
48
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Richer
MoreExciting
Warmer
Feelings
Meanings
Images
Beliefs
MoreEnjoyable
It must make the product use experience
The ads create
49
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Combining rational and emotional appeals
Consumer purchase decisions are often made on the basis of both emotional and rational motives
Hence attention should be given to both in developing effective advertising
Consumers develop lsquoemotional bondingrsquo with the brands
Consumers also assign a lsquopersonalityrsquo to a brand Eg A brand may be thought of as aggressive adventurous self-assured etc
50
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Levels of relationships with brands
Emotions
Personality
Product Benefits
51
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Other types of Appeals
Reminder Advertising building brand awareness andor keeping the brand name in front of the customers
Advertisers introducing new products often use Teaser Advertising to build curiosity interest and excitement by talking about it but not actually showing it Also called mystery ads
Care should be taken not to stretch teaser ads for too long or they will loose their effectiveness
52
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Execution
Creative execution is the process by which the advertising appeal is presented
How you say is also as important in advertising as What you say
An advertising message can be presented or executed in numerous ways
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
10
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ldquoThe Big Ideardquo
Describable in a simple
word or phrase
Likely to attract the prospectrsquos attention
Lets prospects
vividly experience the goods
Revolves around the clinching benefit
Allows you to brand the
advertising
11
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative thinking is needed from everyone involved in the promotional planning process
It is needed from the agency people such as account executives media planners researchers as well as from the client side viz marketing brand managers etc
All must seek creative solutions to the problems encountered in planning developing and executing an advertising campaign
12
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creativity everyone should chip in
Agency
bull Account executives
bull Media planners
bull Researchersbull Attorneys
Client
bull Marketing managers
bull Brand managers
bull Upper management
13
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Planning the creative strategy
The creative challengeTaking creative risksCreative personnel
The creative process
Account planningInputs to creative processAdvertising campaigns Copy platformSearch for the major selling idea
14
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Planning the creative strategy
The creative challenge
The creative team must take all the research strategy statements communication objectives and transform them into an ad message
Do not focus on featuresbenefits of the product or services they must put the advertising message into a form that will engage the audiencersquos interest and make the ads memorable
15
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Rules lead to dull stereotyped advertising and they stifle creativity inspiration initiative and progress
The only rule in advertising hellip
There are No rules No formulae No Right way
16
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Taking creative risks
Clients often feel uncomfortable with advertising that is too different
Creative people say it is important for clients to take some risks if they want breakthrough advertising that gets noticed
Clients like Nike Microsoft Wrigley are more open to take risks
But ultimately the bottom line of advertising is lsquoDoes it sellrsquo
It is a balancing act that clients and ad agencies have to perform
Wrigley confectionary 17
18
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative risk
19
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative personnel
Creative personnel in the agency are often portrayed as lsquooddrsquo and lsquoeccentricrsquo
They are more abstract less structured and rely on intuition They often have non-business education in arts humanities literature etc
They have different mind sets from the lsquosuitsrsquo or marketing managers and account executives
Agencies should create environment to accommodate ideas and people from both
these spectrums to create good ads
20
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative personnel
Abstract
Lessstructured
Less organized
Unconventional
Intuitive
21
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Suits Artists
Only artistic value and
originality countIt isnrsquot creative if it
doesnrsquot sell
Stick with what works
Try something
new
The debate
22
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The creative process
Some advertising people say that creativity in advertising can achieve success if an organized approach is followed
James Webb Young has developed a five step model He believes that production of ideas is similar to production of some product
Ideas also run on an assembly line ie the mind runs a technique which can be learned and controlled
23
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Get raw material and data and immerse yourself in the problemImmersion
Take the information work it over wrestle with it in your mindDigestion
Turn the information over to the subconscious to do the workIncubation
ldquoEureka I have itrdquo phenomenonIllumination
Study the idea evaluate it reshape it for practical usefulnessVerification
24
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Youngrsquos process of creativity is similar to a four step approach outlined much earlier by English sociologist Graham Wallas
These models of the creative process are valuable to those working in the creative area of advertising
25
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Wallas creative process model
IncubationSetting Problem
Aside
PreparationGathering
InformationIllumination
Seeing theSolution
VerificationRefiningthe Idea
TheCreativeProcess
26
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Account Planning
To facilitate the creative process many agencies use account planning which involves conducting research and gathering all relevant information about a clientrsquos productservice brand consumers and target audience
All the research (both qualitative and quantitative) is carried out which is the input to the creative process
27
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process preparation incubation illumination
Back Ground Research Gathering relevant information from periodicals amp Magazine Brand Reports Studies
Some fact-finding techniques
Reading about the product or marketAsking designers engineers salespeople consumersListening to peopleUsing the product
Other sources from which data can be gathered eg Research agencies and Advertising associations
28
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ProductService Specific Research
This information comes in the form of specific studies conducted on product the target audience or both
Consumer research in the form of attitude studies market structure positioning studies perceptual mapping lifestyle research focus group interviews demographic and psychographic profiles of users etc are all examples of product specific researchBBDOrsquos problem DetectionDDBrsquos Psychographic analysis amp Brand Capital Report
29
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Qualitative Research
Focus group interviews give insight as to why and how consumers use a product or service
Ethnographic research observing consumers in their natural environment
Eg Ogilvy and Mather has a research unit called Discovery Group
30
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process Verification Revision
This stage evaluates ideas generated during the illumination stage rejects the inappropriate ones refines and polishes those that remain and gives them final expression
Consumers may be asked to evaluate the ad in the story board form
Story board may be converted into an animatic form and this can be evaluated
31
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Strategy Development
Advertising campaigns
A set of interrelated and coordinated marketing communications activities that center on a single theme or idea that appears in different media across a specific time period
The central idea or theme is the key for a successful ad campaign
32
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Company Campaign Theme
DeBeers Diamonds are foreverNike Just do itBMW The ultimate driving machineMiller Lite Tastes great less fillingWheaties Breakfast of champions
33
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Copy Platform
A document that specifies the basic elements of the creative strategy
Also known as creative platform work plan creative brief creative blueprint or creative contract It consists of the following
-Basic problem issue that advertising must address-Advertising and communications objectives-Target audience-Major selling idea-Campaign theme execution technique-Supporting information and requirements
34
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The search for a major selling idea
Some experts say that a campaign should have a big idea that attracts attention gets a reaction and sets the advertisers productservice apart from the competitors
Some of the best known approaches for this are
- Unique selling proposition- Creating a brand image- Finding the inherent drama- Positioning
35
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Unique selling proposition
A USP has the following three characteristics
-Each ad must say to the consumer what is the product benefit-Such a proposition should be unique that no competition can offer-The proposition should be strong enough to attract new customers to your brand
USP should have a sustainable competitive advantage that competitors cannot easily copy
36
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creating a brand image
The creative strategy is based on the development of a strong memorable identity for the brand through image advertising
The image of a brand creates an appeal to the product users It is especially more important when the competing brands are similar
Eg No Fear creates an image representing the outer limits of human performance
37
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Finding the inherent drama
Coined by Leo Burnett inherent drama refers to the foundation of consumer benefits with an emphasis on the dramatic element in expressing those benefits
Burnett advocated a down-home type of advertising that presents the message in a warm and realistic way
38
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Positioning
The basic idea is that advertising is used to establish or lsquopositionrsquo the product or service in a particular place in the consumerrsquos mind
Products can be positioned on the basis of product attributes price quality usage or application product users or product class
39
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative StrategyImplementation and Evaluation
40
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Previous section described WHAT the advertising message should communicate
This section focuses on HOW the message will be executed
Two basic concepts are Appeals and Execution Styles
41
Integrated Marketing CommunicationsModule 4 Developing the IMC program
To influence consumer feelings toward a product service or cause
The approach used to attract the attention of consumers
The way an appeal is turned into an advertising message
The way the message is presented to the consumer
AdvertisingAppeals
ExecutionStyle
42
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Appeal
It refers to the approach used to attract the attention of the consumers andor to influence their feelings toward the product service or cause
It is something that moves people speaks to their wants or needs and excites their interest The different appeals are
- Informationalrational appeals- Emotional appeals- Combining rational and emotional appeals- Other types of appeals
43
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Informational Rational Appeals
Product Popularity Appeal Stresses the brandrsquos popularity
News Appeals News announcement about the product
Favorable Price Appeal Makes price offer the dominant point
Competitive Advantage Appeal Makes comparisons to other brands
Feature Appeal Focus on dominant traits of the product
44
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Emotional Appeals
They relate to the customersrsquo social andor psychological needs for purchasing a product or service
Sometimes the feelings for a brand can be more important than the attributes of the product
Some of the emotions are
45
Integrated Marketing CommunicationsModule 4 Developing the IMC program
SafetySecurityFearLove AffectionHappiness JoyNostalgiaSentimentExcitementArousal
StimulationSorrow Grief
Pride Achievement
Accomplishment Self-esteem
EmbarrassmentActualization
Pleasure Ambition Comfort
46
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Status
Acceptance
Respect
Approval Affiliation
Belonging
Rejection Recognition
Embarrass-ment
Involvement
Social-BasedFeelings
47
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Transformational Advertisement
A lsquotransformational adrsquo is the one which associates the experience of using the brand with a unique set of psychological characteristics
48
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Richer
MoreExciting
Warmer
Feelings
Meanings
Images
Beliefs
MoreEnjoyable
It must make the product use experience
The ads create
49
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Combining rational and emotional appeals
Consumer purchase decisions are often made on the basis of both emotional and rational motives
Hence attention should be given to both in developing effective advertising
Consumers develop lsquoemotional bondingrsquo with the brands
Consumers also assign a lsquopersonalityrsquo to a brand Eg A brand may be thought of as aggressive adventurous self-assured etc
50
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Levels of relationships with brands
Emotions
Personality
Product Benefits
51
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Other types of Appeals
Reminder Advertising building brand awareness andor keeping the brand name in front of the customers
Advertisers introducing new products often use Teaser Advertising to build curiosity interest and excitement by talking about it but not actually showing it Also called mystery ads
Care should be taken not to stretch teaser ads for too long or they will loose their effectiveness
52
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Execution
Creative execution is the process by which the advertising appeal is presented
How you say is also as important in advertising as What you say
An advertising message can be presented or executed in numerous ways
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
11
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative thinking is needed from everyone involved in the promotional planning process
It is needed from the agency people such as account executives media planners researchers as well as from the client side viz marketing brand managers etc
All must seek creative solutions to the problems encountered in planning developing and executing an advertising campaign
12
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creativity everyone should chip in
Agency
bull Account executives
bull Media planners
bull Researchersbull Attorneys
Client
bull Marketing managers
bull Brand managers
bull Upper management
13
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Planning the creative strategy
The creative challengeTaking creative risksCreative personnel
The creative process
Account planningInputs to creative processAdvertising campaigns Copy platformSearch for the major selling idea
14
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Planning the creative strategy
The creative challenge
The creative team must take all the research strategy statements communication objectives and transform them into an ad message
Do not focus on featuresbenefits of the product or services they must put the advertising message into a form that will engage the audiencersquos interest and make the ads memorable
15
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Rules lead to dull stereotyped advertising and they stifle creativity inspiration initiative and progress
The only rule in advertising hellip
There are No rules No formulae No Right way
16
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Taking creative risks
Clients often feel uncomfortable with advertising that is too different
Creative people say it is important for clients to take some risks if they want breakthrough advertising that gets noticed
Clients like Nike Microsoft Wrigley are more open to take risks
But ultimately the bottom line of advertising is lsquoDoes it sellrsquo
It is a balancing act that clients and ad agencies have to perform
Wrigley confectionary 17
18
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative risk
19
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative personnel
Creative personnel in the agency are often portrayed as lsquooddrsquo and lsquoeccentricrsquo
They are more abstract less structured and rely on intuition They often have non-business education in arts humanities literature etc
They have different mind sets from the lsquosuitsrsquo or marketing managers and account executives
Agencies should create environment to accommodate ideas and people from both
these spectrums to create good ads
20
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative personnel
Abstract
Lessstructured
Less organized
Unconventional
Intuitive
21
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Suits Artists
Only artistic value and
originality countIt isnrsquot creative if it
doesnrsquot sell
Stick with what works
Try something
new
The debate
22
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The creative process
Some advertising people say that creativity in advertising can achieve success if an organized approach is followed
James Webb Young has developed a five step model He believes that production of ideas is similar to production of some product
Ideas also run on an assembly line ie the mind runs a technique which can be learned and controlled
23
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Get raw material and data and immerse yourself in the problemImmersion
Take the information work it over wrestle with it in your mindDigestion
Turn the information over to the subconscious to do the workIncubation
ldquoEureka I have itrdquo phenomenonIllumination
Study the idea evaluate it reshape it for practical usefulnessVerification
24
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Youngrsquos process of creativity is similar to a four step approach outlined much earlier by English sociologist Graham Wallas
These models of the creative process are valuable to those working in the creative area of advertising
25
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Wallas creative process model
IncubationSetting Problem
Aside
PreparationGathering
InformationIllumination
Seeing theSolution
VerificationRefiningthe Idea
TheCreativeProcess
26
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Account Planning
To facilitate the creative process many agencies use account planning which involves conducting research and gathering all relevant information about a clientrsquos productservice brand consumers and target audience
All the research (both qualitative and quantitative) is carried out which is the input to the creative process
27
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process preparation incubation illumination
Back Ground Research Gathering relevant information from periodicals amp Magazine Brand Reports Studies
Some fact-finding techniques
Reading about the product or marketAsking designers engineers salespeople consumersListening to peopleUsing the product
Other sources from which data can be gathered eg Research agencies and Advertising associations
28
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ProductService Specific Research
This information comes in the form of specific studies conducted on product the target audience or both
Consumer research in the form of attitude studies market structure positioning studies perceptual mapping lifestyle research focus group interviews demographic and psychographic profiles of users etc are all examples of product specific researchBBDOrsquos problem DetectionDDBrsquos Psychographic analysis amp Brand Capital Report
29
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Qualitative Research
Focus group interviews give insight as to why and how consumers use a product or service
Ethnographic research observing consumers in their natural environment
Eg Ogilvy and Mather has a research unit called Discovery Group
30
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process Verification Revision
This stage evaluates ideas generated during the illumination stage rejects the inappropriate ones refines and polishes those that remain and gives them final expression
Consumers may be asked to evaluate the ad in the story board form
Story board may be converted into an animatic form and this can be evaluated
31
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Strategy Development
Advertising campaigns
A set of interrelated and coordinated marketing communications activities that center on a single theme or idea that appears in different media across a specific time period
The central idea or theme is the key for a successful ad campaign
32
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Company Campaign Theme
DeBeers Diamonds are foreverNike Just do itBMW The ultimate driving machineMiller Lite Tastes great less fillingWheaties Breakfast of champions
33
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Copy Platform
A document that specifies the basic elements of the creative strategy
Also known as creative platform work plan creative brief creative blueprint or creative contract It consists of the following
-Basic problem issue that advertising must address-Advertising and communications objectives-Target audience-Major selling idea-Campaign theme execution technique-Supporting information and requirements
34
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The search for a major selling idea
Some experts say that a campaign should have a big idea that attracts attention gets a reaction and sets the advertisers productservice apart from the competitors
Some of the best known approaches for this are
- Unique selling proposition- Creating a brand image- Finding the inherent drama- Positioning
35
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Unique selling proposition
A USP has the following three characteristics
-Each ad must say to the consumer what is the product benefit-Such a proposition should be unique that no competition can offer-The proposition should be strong enough to attract new customers to your brand
USP should have a sustainable competitive advantage that competitors cannot easily copy
36
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creating a brand image
The creative strategy is based on the development of a strong memorable identity for the brand through image advertising
The image of a brand creates an appeal to the product users It is especially more important when the competing brands are similar
Eg No Fear creates an image representing the outer limits of human performance
37
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Finding the inherent drama
Coined by Leo Burnett inherent drama refers to the foundation of consumer benefits with an emphasis on the dramatic element in expressing those benefits
Burnett advocated a down-home type of advertising that presents the message in a warm and realistic way
38
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Positioning
The basic idea is that advertising is used to establish or lsquopositionrsquo the product or service in a particular place in the consumerrsquos mind
Products can be positioned on the basis of product attributes price quality usage or application product users or product class
39
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative StrategyImplementation and Evaluation
40
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Previous section described WHAT the advertising message should communicate
This section focuses on HOW the message will be executed
Two basic concepts are Appeals and Execution Styles
41
Integrated Marketing CommunicationsModule 4 Developing the IMC program
To influence consumer feelings toward a product service or cause
The approach used to attract the attention of consumers
The way an appeal is turned into an advertising message
The way the message is presented to the consumer
AdvertisingAppeals
ExecutionStyle
42
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Appeal
It refers to the approach used to attract the attention of the consumers andor to influence their feelings toward the product service or cause
It is something that moves people speaks to their wants or needs and excites their interest The different appeals are
- Informationalrational appeals- Emotional appeals- Combining rational and emotional appeals- Other types of appeals
43
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Informational Rational Appeals
Product Popularity Appeal Stresses the brandrsquos popularity
News Appeals News announcement about the product
Favorable Price Appeal Makes price offer the dominant point
Competitive Advantage Appeal Makes comparisons to other brands
Feature Appeal Focus on dominant traits of the product
44
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Emotional Appeals
They relate to the customersrsquo social andor psychological needs for purchasing a product or service
Sometimes the feelings for a brand can be more important than the attributes of the product
Some of the emotions are
45
Integrated Marketing CommunicationsModule 4 Developing the IMC program
SafetySecurityFearLove AffectionHappiness JoyNostalgiaSentimentExcitementArousal
StimulationSorrow Grief
Pride Achievement
Accomplishment Self-esteem
EmbarrassmentActualization
Pleasure Ambition Comfort
46
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Status
Acceptance
Respect
Approval Affiliation
Belonging
Rejection Recognition
Embarrass-ment
Involvement
Social-BasedFeelings
47
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Transformational Advertisement
A lsquotransformational adrsquo is the one which associates the experience of using the brand with a unique set of psychological characteristics
48
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Richer
MoreExciting
Warmer
Feelings
Meanings
Images
Beliefs
MoreEnjoyable
It must make the product use experience
The ads create
49
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Combining rational and emotional appeals
Consumer purchase decisions are often made on the basis of both emotional and rational motives
Hence attention should be given to both in developing effective advertising
Consumers develop lsquoemotional bondingrsquo with the brands
Consumers also assign a lsquopersonalityrsquo to a brand Eg A brand may be thought of as aggressive adventurous self-assured etc
50
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Levels of relationships with brands
Emotions
Personality
Product Benefits
51
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Other types of Appeals
Reminder Advertising building brand awareness andor keeping the brand name in front of the customers
Advertisers introducing new products often use Teaser Advertising to build curiosity interest and excitement by talking about it but not actually showing it Also called mystery ads
Care should be taken not to stretch teaser ads for too long or they will loose their effectiveness
52
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Execution
Creative execution is the process by which the advertising appeal is presented
How you say is also as important in advertising as What you say
An advertising message can be presented or executed in numerous ways
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
12
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creativity everyone should chip in
Agency
bull Account executives
bull Media planners
bull Researchersbull Attorneys
Client
bull Marketing managers
bull Brand managers
bull Upper management
13
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Planning the creative strategy
The creative challengeTaking creative risksCreative personnel
The creative process
Account planningInputs to creative processAdvertising campaigns Copy platformSearch for the major selling idea
14
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Planning the creative strategy
The creative challenge
The creative team must take all the research strategy statements communication objectives and transform them into an ad message
Do not focus on featuresbenefits of the product or services they must put the advertising message into a form that will engage the audiencersquos interest and make the ads memorable
15
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Rules lead to dull stereotyped advertising and they stifle creativity inspiration initiative and progress
The only rule in advertising hellip
There are No rules No formulae No Right way
16
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Taking creative risks
Clients often feel uncomfortable with advertising that is too different
Creative people say it is important for clients to take some risks if they want breakthrough advertising that gets noticed
Clients like Nike Microsoft Wrigley are more open to take risks
But ultimately the bottom line of advertising is lsquoDoes it sellrsquo
It is a balancing act that clients and ad agencies have to perform
Wrigley confectionary 17
18
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative risk
19
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative personnel
Creative personnel in the agency are often portrayed as lsquooddrsquo and lsquoeccentricrsquo
They are more abstract less structured and rely on intuition They often have non-business education in arts humanities literature etc
They have different mind sets from the lsquosuitsrsquo or marketing managers and account executives
Agencies should create environment to accommodate ideas and people from both
these spectrums to create good ads
20
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative personnel
Abstract
Lessstructured
Less organized
Unconventional
Intuitive
21
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Suits Artists
Only artistic value and
originality countIt isnrsquot creative if it
doesnrsquot sell
Stick with what works
Try something
new
The debate
22
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The creative process
Some advertising people say that creativity in advertising can achieve success if an organized approach is followed
James Webb Young has developed a five step model He believes that production of ideas is similar to production of some product
Ideas also run on an assembly line ie the mind runs a technique which can be learned and controlled
23
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Get raw material and data and immerse yourself in the problemImmersion
Take the information work it over wrestle with it in your mindDigestion
Turn the information over to the subconscious to do the workIncubation
ldquoEureka I have itrdquo phenomenonIllumination
Study the idea evaluate it reshape it for practical usefulnessVerification
24
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Youngrsquos process of creativity is similar to a four step approach outlined much earlier by English sociologist Graham Wallas
These models of the creative process are valuable to those working in the creative area of advertising
25
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Wallas creative process model
IncubationSetting Problem
Aside
PreparationGathering
InformationIllumination
Seeing theSolution
VerificationRefiningthe Idea
TheCreativeProcess
26
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Account Planning
To facilitate the creative process many agencies use account planning which involves conducting research and gathering all relevant information about a clientrsquos productservice brand consumers and target audience
All the research (both qualitative and quantitative) is carried out which is the input to the creative process
27
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process preparation incubation illumination
Back Ground Research Gathering relevant information from periodicals amp Magazine Brand Reports Studies
Some fact-finding techniques
Reading about the product or marketAsking designers engineers salespeople consumersListening to peopleUsing the product
Other sources from which data can be gathered eg Research agencies and Advertising associations
28
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ProductService Specific Research
This information comes in the form of specific studies conducted on product the target audience or both
Consumer research in the form of attitude studies market structure positioning studies perceptual mapping lifestyle research focus group interviews demographic and psychographic profiles of users etc are all examples of product specific researchBBDOrsquos problem DetectionDDBrsquos Psychographic analysis amp Brand Capital Report
29
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Qualitative Research
Focus group interviews give insight as to why and how consumers use a product or service
Ethnographic research observing consumers in their natural environment
Eg Ogilvy and Mather has a research unit called Discovery Group
30
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process Verification Revision
This stage evaluates ideas generated during the illumination stage rejects the inappropriate ones refines and polishes those that remain and gives them final expression
Consumers may be asked to evaluate the ad in the story board form
Story board may be converted into an animatic form and this can be evaluated
31
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Strategy Development
Advertising campaigns
A set of interrelated and coordinated marketing communications activities that center on a single theme or idea that appears in different media across a specific time period
The central idea or theme is the key for a successful ad campaign
32
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Company Campaign Theme
DeBeers Diamonds are foreverNike Just do itBMW The ultimate driving machineMiller Lite Tastes great less fillingWheaties Breakfast of champions
33
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Copy Platform
A document that specifies the basic elements of the creative strategy
Also known as creative platform work plan creative brief creative blueprint or creative contract It consists of the following
-Basic problem issue that advertising must address-Advertising and communications objectives-Target audience-Major selling idea-Campaign theme execution technique-Supporting information and requirements
34
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The search for a major selling idea
Some experts say that a campaign should have a big idea that attracts attention gets a reaction and sets the advertisers productservice apart from the competitors
Some of the best known approaches for this are
- Unique selling proposition- Creating a brand image- Finding the inherent drama- Positioning
35
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Unique selling proposition
A USP has the following three characteristics
-Each ad must say to the consumer what is the product benefit-Such a proposition should be unique that no competition can offer-The proposition should be strong enough to attract new customers to your brand
USP should have a sustainable competitive advantage that competitors cannot easily copy
36
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creating a brand image
The creative strategy is based on the development of a strong memorable identity for the brand through image advertising
The image of a brand creates an appeal to the product users It is especially more important when the competing brands are similar
Eg No Fear creates an image representing the outer limits of human performance
37
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Finding the inherent drama
Coined by Leo Burnett inherent drama refers to the foundation of consumer benefits with an emphasis on the dramatic element in expressing those benefits
Burnett advocated a down-home type of advertising that presents the message in a warm and realistic way
38
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Positioning
The basic idea is that advertising is used to establish or lsquopositionrsquo the product or service in a particular place in the consumerrsquos mind
Products can be positioned on the basis of product attributes price quality usage or application product users or product class
39
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative StrategyImplementation and Evaluation
40
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Previous section described WHAT the advertising message should communicate
This section focuses on HOW the message will be executed
Two basic concepts are Appeals and Execution Styles
41
Integrated Marketing CommunicationsModule 4 Developing the IMC program
To influence consumer feelings toward a product service or cause
The approach used to attract the attention of consumers
The way an appeal is turned into an advertising message
The way the message is presented to the consumer
AdvertisingAppeals
ExecutionStyle
42
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Appeal
It refers to the approach used to attract the attention of the consumers andor to influence their feelings toward the product service or cause
It is something that moves people speaks to their wants or needs and excites their interest The different appeals are
- Informationalrational appeals- Emotional appeals- Combining rational and emotional appeals- Other types of appeals
43
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Informational Rational Appeals
Product Popularity Appeal Stresses the brandrsquos popularity
News Appeals News announcement about the product
Favorable Price Appeal Makes price offer the dominant point
Competitive Advantage Appeal Makes comparisons to other brands
Feature Appeal Focus on dominant traits of the product
44
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Emotional Appeals
They relate to the customersrsquo social andor psychological needs for purchasing a product or service
Sometimes the feelings for a brand can be more important than the attributes of the product
Some of the emotions are
45
Integrated Marketing CommunicationsModule 4 Developing the IMC program
SafetySecurityFearLove AffectionHappiness JoyNostalgiaSentimentExcitementArousal
StimulationSorrow Grief
Pride Achievement
Accomplishment Self-esteem
EmbarrassmentActualization
Pleasure Ambition Comfort
46
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Status
Acceptance
Respect
Approval Affiliation
Belonging
Rejection Recognition
Embarrass-ment
Involvement
Social-BasedFeelings
47
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Transformational Advertisement
A lsquotransformational adrsquo is the one which associates the experience of using the brand with a unique set of psychological characteristics
48
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Richer
MoreExciting
Warmer
Feelings
Meanings
Images
Beliefs
MoreEnjoyable
It must make the product use experience
The ads create
49
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Combining rational and emotional appeals
Consumer purchase decisions are often made on the basis of both emotional and rational motives
Hence attention should be given to both in developing effective advertising
Consumers develop lsquoemotional bondingrsquo with the brands
Consumers also assign a lsquopersonalityrsquo to a brand Eg A brand may be thought of as aggressive adventurous self-assured etc
50
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Levels of relationships with brands
Emotions
Personality
Product Benefits
51
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Other types of Appeals
Reminder Advertising building brand awareness andor keeping the brand name in front of the customers
Advertisers introducing new products often use Teaser Advertising to build curiosity interest and excitement by talking about it but not actually showing it Also called mystery ads
Care should be taken not to stretch teaser ads for too long or they will loose their effectiveness
52
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Execution
Creative execution is the process by which the advertising appeal is presented
How you say is also as important in advertising as What you say
An advertising message can be presented or executed in numerous ways
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
13
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Planning the creative strategy
The creative challengeTaking creative risksCreative personnel
The creative process
Account planningInputs to creative processAdvertising campaigns Copy platformSearch for the major selling idea
14
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Planning the creative strategy
The creative challenge
The creative team must take all the research strategy statements communication objectives and transform them into an ad message
Do not focus on featuresbenefits of the product or services they must put the advertising message into a form that will engage the audiencersquos interest and make the ads memorable
15
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Rules lead to dull stereotyped advertising and they stifle creativity inspiration initiative and progress
The only rule in advertising hellip
There are No rules No formulae No Right way
16
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Taking creative risks
Clients often feel uncomfortable with advertising that is too different
Creative people say it is important for clients to take some risks if they want breakthrough advertising that gets noticed
Clients like Nike Microsoft Wrigley are more open to take risks
But ultimately the bottom line of advertising is lsquoDoes it sellrsquo
It is a balancing act that clients and ad agencies have to perform
Wrigley confectionary 17
18
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative risk
19
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative personnel
Creative personnel in the agency are often portrayed as lsquooddrsquo and lsquoeccentricrsquo
They are more abstract less structured and rely on intuition They often have non-business education in arts humanities literature etc
They have different mind sets from the lsquosuitsrsquo or marketing managers and account executives
Agencies should create environment to accommodate ideas and people from both
these spectrums to create good ads
20
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative personnel
Abstract
Lessstructured
Less organized
Unconventional
Intuitive
21
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Suits Artists
Only artistic value and
originality countIt isnrsquot creative if it
doesnrsquot sell
Stick with what works
Try something
new
The debate
22
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The creative process
Some advertising people say that creativity in advertising can achieve success if an organized approach is followed
James Webb Young has developed a five step model He believes that production of ideas is similar to production of some product
Ideas also run on an assembly line ie the mind runs a technique which can be learned and controlled
23
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Get raw material and data and immerse yourself in the problemImmersion
Take the information work it over wrestle with it in your mindDigestion
Turn the information over to the subconscious to do the workIncubation
ldquoEureka I have itrdquo phenomenonIllumination
Study the idea evaluate it reshape it for practical usefulnessVerification
24
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Youngrsquos process of creativity is similar to a four step approach outlined much earlier by English sociologist Graham Wallas
These models of the creative process are valuable to those working in the creative area of advertising
25
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Wallas creative process model
IncubationSetting Problem
Aside
PreparationGathering
InformationIllumination
Seeing theSolution
VerificationRefiningthe Idea
TheCreativeProcess
26
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Account Planning
To facilitate the creative process many agencies use account planning which involves conducting research and gathering all relevant information about a clientrsquos productservice brand consumers and target audience
All the research (both qualitative and quantitative) is carried out which is the input to the creative process
27
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process preparation incubation illumination
Back Ground Research Gathering relevant information from periodicals amp Magazine Brand Reports Studies
Some fact-finding techniques
Reading about the product or marketAsking designers engineers salespeople consumersListening to peopleUsing the product
Other sources from which data can be gathered eg Research agencies and Advertising associations
28
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ProductService Specific Research
This information comes in the form of specific studies conducted on product the target audience or both
Consumer research in the form of attitude studies market structure positioning studies perceptual mapping lifestyle research focus group interviews demographic and psychographic profiles of users etc are all examples of product specific researchBBDOrsquos problem DetectionDDBrsquos Psychographic analysis amp Brand Capital Report
29
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Qualitative Research
Focus group interviews give insight as to why and how consumers use a product or service
Ethnographic research observing consumers in their natural environment
Eg Ogilvy and Mather has a research unit called Discovery Group
30
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process Verification Revision
This stage evaluates ideas generated during the illumination stage rejects the inappropriate ones refines and polishes those that remain and gives them final expression
Consumers may be asked to evaluate the ad in the story board form
Story board may be converted into an animatic form and this can be evaluated
31
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Strategy Development
Advertising campaigns
A set of interrelated and coordinated marketing communications activities that center on a single theme or idea that appears in different media across a specific time period
The central idea or theme is the key for a successful ad campaign
32
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Company Campaign Theme
DeBeers Diamonds are foreverNike Just do itBMW The ultimate driving machineMiller Lite Tastes great less fillingWheaties Breakfast of champions
33
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Copy Platform
A document that specifies the basic elements of the creative strategy
Also known as creative platform work plan creative brief creative blueprint or creative contract It consists of the following
-Basic problem issue that advertising must address-Advertising and communications objectives-Target audience-Major selling idea-Campaign theme execution technique-Supporting information and requirements
34
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The search for a major selling idea
Some experts say that a campaign should have a big idea that attracts attention gets a reaction and sets the advertisers productservice apart from the competitors
Some of the best known approaches for this are
- Unique selling proposition- Creating a brand image- Finding the inherent drama- Positioning
35
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Unique selling proposition
A USP has the following three characteristics
-Each ad must say to the consumer what is the product benefit-Such a proposition should be unique that no competition can offer-The proposition should be strong enough to attract new customers to your brand
USP should have a sustainable competitive advantage that competitors cannot easily copy
36
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creating a brand image
The creative strategy is based on the development of a strong memorable identity for the brand through image advertising
The image of a brand creates an appeal to the product users It is especially more important when the competing brands are similar
Eg No Fear creates an image representing the outer limits of human performance
37
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Finding the inherent drama
Coined by Leo Burnett inherent drama refers to the foundation of consumer benefits with an emphasis on the dramatic element in expressing those benefits
Burnett advocated a down-home type of advertising that presents the message in a warm and realistic way
38
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Positioning
The basic idea is that advertising is used to establish or lsquopositionrsquo the product or service in a particular place in the consumerrsquos mind
Products can be positioned on the basis of product attributes price quality usage or application product users or product class
39
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative StrategyImplementation and Evaluation
40
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Previous section described WHAT the advertising message should communicate
This section focuses on HOW the message will be executed
Two basic concepts are Appeals and Execution Styles
41
Integrated Marketing CommunicationsModule 4 Developing the IMC program
To influence consumer feelings toward a product service or cause
The approach used to attract the attention of consumers
The way an appeal is turned into an advertising message
The way the message is presented to the consumer
AdvertisingAppeals
ExecutionStyle
42
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Appeal
It refers to the approach used to attract the attention of the consumers andor to influence their feelings toward the product service or cause
It is something that moves people speaks to their wants or needs and excites their interest The different appeals are
- Informationalrational appeals- Emotional appeals- Combining rational and emotional appeals- Other types of appeals
43
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Informational Rational Appeals
Product Popularity Appeal Stresses the brandrsquos popularity
News Appeals News announcement about the product
Favorable Price Appeal Makes price offer the dominant point
Competitive Advantage Appeal Makes comparisons to other brands
Feature Appeal Focus on dominant traits of the product
44
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Emotional Appeals
They relate to the customersrsquo social andor psychological needs for purchasing a product or service
Sometimes the feelings for a brand can be more important than the attributes of the product
Some of the emotions are
45
Integrated Marketing CommunicationsModule 4 Developing the IMC program
SafetySecurityFearLove AffectionHappiness JoyNostalgiaSentimentExcitementArousal
StimulationSorrow Grief
Pride Achievement
Accomplishment Self-esteem
EmbarrassmentActualization
Pleasure Ambition Comfort
46
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Status
Acceptance
Respect
Approval Affiliation
Belonging
Rejection Recognition
Embarrass-ment
Involvement
Social-BasedFeelings
47
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Transformational Advertisement
A lsquotransformational adrsquo is the one which associates the experience of using the brand with a unique set of psychological characteristics
48
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Richer
MoreExciting
Warmer
Feelings
Meanings
Images
Beliefs
MoreEnjoyable
It must make the product use experience
The ads create
49
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Combining rational and emotional appeals
Consumer purchase decisions are often made on the basis of both emotional and rational motives
Hence attention should be given to both in developing effective advertising
Consumers develop lsquoemotional bondingrsquo with the brands
Consumers also assign a lsquopersonalityrsquo to a brand Eg A brand may be thought of as aggressive adventurous self-assured etc
50
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Levels of relationships with brands
Emotions
Personality
Product Benefits
51
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Other types of Appeals
Reminder Advertising building brand awareness andor keeping the brand name in front of the customers
Advertisers introducing new products often use Teaser Advertising to build curiosity interest and excitement by talking about it but not actually showing it Also called mystery ads
Care should be taken not to stretch teaser ads for too long or they will loose their effectiveness
52
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Execution
Creative execution is the process by which the advertising appeal is presented
How you say is also as important in advertising as What you say
An advertising message can be presented or executed in numerous ways
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
14
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Planning the creative strategy
The creative challenge
The creative team must take all the research strategy statements communication objectives and transform them into an ad message
Do not focus on featuresbenefits of the product or services they must put the advertising message into a form that will engage the audiencersquos interest and make the ads memorable
15
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Rules lead to dull stereotyped advertising and they stifle creativity inspiration initiative and progress
The only rule in advertising hellip
There are No rules No formulae No Right way
16
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Taking creative risks
Clients often feel uncomfortable with advertising that is too different
Creative people say it is important for clients to take some risks if they want breakthrough advertising that gets noticed
Clients like Nike Microsoft Wrigley are more open to take risks
But ultimately the bottom line of advertising is lsquoDoes it sellrsquo
It is a balancing act that clients and ad agencies have to perform
Wrigley confectionary 17
18
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative risk
19
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative personnel
Creative personnel in the agency are often portrayed as lsquooddrsquo and lsquoeccentricrsquo
They are more abstract less structured and rely on intuition They often have non-business education in arts humanities literature etc
They have different mind sets from the lsquosuitsrsquo or marketing managers and account executives
Agencies should create environment to accommodate ideas and people from both
these spectrums to create good ads
20
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative personnel
Abstract
Lessstructured
Less organized
Unconventional
Intuitive
21
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Suits Artists
Only artistic value and
originality countIt isnrsquot creative if it
doesnrsquot sell
Stick with what works
Try something
new
The debate
22
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The creative process
Some advertising people say that creativity in advertising can achieve success if an organized approach is followed
James Webb Young has developed a five step model He believes that production of ideas is similar to production of some product
Ideas also run on an assembly line ie the mind runs a technique which can be learned and controlled
23
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Get raw material and data and immerse yourself in the problemImmersion
Take the information work it over wrestle with it in your mindDigestion
Turn the information over to the subconscious to do the workIncubation
ldquoEureka I have itrdquo phenomenonIllumination
Study the idea evaluate it reshape it for practical usefulnessVerification
24
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Youngrsquos process of creativity is similar to a four step approach outlined much earlier by English sociologist Graham Wallas
These models of the creative process are valuable to those working in the creative area of advertising
25
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Wallas creative process model
IncubationSetting Problem
Aside
PreparationGathering
InformationIllumination
Seeing theSolution
VerificationRefiningthe Idea
TheCreativeProcess
26
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Account Planning
To facilitate the creative process many agencies use account planning which involves conducting research and gathering all relevant information about a clientrsquos productservice brand consumers and target audience
All the research (both qualitative and quantitative) is carried out which is the input to the creative process
27
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process preparation incubation illumination
Back Ground Research Gathering relevant information from periodicals amp Magazine Brand Reports Studies
Some fact-finding techniques
Reading about the product or marketAsking designers engineers salespeople consumersListening to peopleUsing the product
Other sources from which data can be gathered eg Research agencies and Advertising associations
28
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ProductService Specific Research
This information comes in the form of specific studies conducted on product the target audience or both
Consumer research in the form of attitude studies market structure positioning studies perceptual mapping lifestyle research focus group interviews demographic and psychographic profiles of users etc are all examples of product specific researchBBDOrsquos problem DetectionDDBrsquos Psychographic analysis amp Brand Capital Report
29
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Qualitative Research
Focus group interviews give insight as to why and how consumers use a product or service
Ethnographic research observing consumers in their natural environment
Eg Ogilvy and Mather has a research unit called Discovery Group
30
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process Verification Revision
This stage evaluates ideas generated during the illumination stage rejects the inappropriate ones refines and polishes those that remain and gives them final expression
Consumers may be asked to evaluate the ad in the story board form
Story board may be converted into an animatic form and this can be evaluated
31
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Strategy Development
Advertising campaigns
A set of interrelated and coordinated marketing communications activities that center on a single theme or idea that appears in different media across a specific time period
The central idea or theme is the key for a successful ad campaign
32
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Company Campaign Theme
DeBeers Diamonds are foreverNike Just do itBMW The ultimate driving machineMiller Lite Tastes great less fillingWheaties Breakfast of champions
33
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Copy Platform
A document that specifies the basic elements of the creative strategy
Also known as creative platform work plan creative brief creative blueprint or creative contract It consists of the following
-Basic problem issue that advertising must address-Advertising and communications objectives-Target audience-Major selling idea-Campaign theme execution technique-Supporting information and requirements
34
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The search for a major selling idea
Some experts say that a campaign should have a big idea that attracts attention gets a reaction and sets the advertisers productservice apart from the competitors
Some of the best known approaches for this are
- Unique selling proposition- Creating a brand image- Finding the inherent drama- Positioning
35
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Unique selling proposition
A USP has the following three characteristics
-Each ad must say to the consumer what is the product benefit-Such a proposition should be unique that no competition can offer-The proposition should be strong enough to attract new customers to your brand
USP should have a sustainable competitive advantage that competitors cannot easily copy
36
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creating a brand image
The creative strategy is based on the development of a strong memorable identity for the brand through image advertising
The image of a brand creates an appeal to the product users It is especially more important when the competing brands are similar
Eg No Fear creates an image representing the outer limits of human performance
37
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Finding the inherent drama
Coined by Leo Burnett inherent drama refers to the foundation of consumer benefits with an emphasis on the dramatic element in expressing those benefits
Burnett advocated a down-home type of advertising that presents the message in a warm and realistic way
38
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Positioning
The basic idea is that advertising is used to establish or lsquopositionrsquo the product or service in a particular place in the consumerrsquos mind
Products can be positioned on the basis of product attributes price quality usage or application product users or product class
39
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative StrategyImplementation and Evaluation
40
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Previous section described WHAT the advertising message should communicate
This section focuses on HOW the message will be executed
Two basic concepts are Appeals and Execution Styles
41
Integrated Marketing CommunicationsModule 4 Developing the IMC program
To influence consumer feelings toward a product service or cause
The approach used to attract the attention of consumers
The way an appeal is turned into an advertising message
The way the message is presented to the consumer
AdvertisingAppeals
ExecutionStyle
42
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Appeal
It refers to the approach used to attract the attention of the consumers andor to influence their feelings toward the product service or cause
It is something that moves people speaks to their wants or needs and excites their interest The different appeals are
- Informationalrational appeals- Emotional appeals- Combining rational and emotional appeals- Other types of appeals
43
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Informational Rational Appeals
Product Popularity Appeal Stresses the brandrsquos popularity
News Appeals News announcement about the product
Favorable Price Appeal Makes price offer the dominant point
Competitive Advantage Appeal Makes comparisons to other brands
Feature Appeal Focus on dominant traits of the product
44
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Emotional Appeals
They relate to the customersrsquo social andor psychological needs for purchasing a product or service
Sometimes the feelings for a brand can be more important than the attributes of the product
Some of the emotions are
45
Integrated Marketing CommunicationsModule 4 Developing the IMC program
SafetySecurityFearLove AffectionHappiness JoyNostalgiaSentimentExcitementArousal
StimulationSorrow Grief
Pride Achievement
Accomplishment Self-esteem
EmbarrassmentActualization
Pleasure Ambition Comfort
46
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Status
Acceptance
Respect
Approval Affiliation
Belonging
Rejection Recognition
Embarrass-ment
Involvement
Social-BasedFeelings
47
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Transformational Advertisement
A lsquotransformational adrsquo is the one which associates the experience of using the brand with a unique set of psychological characteristics
48
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Richer
MoreExciting
Warmer
Feelings
Meanings
Images
Beliefs
MoreEnjoyable
It must make the product use experience
The ads create
49
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Combining rational and emotional appeals
Consumer purchase decisions are often made on the basis of both emotional and rational motives
Hence attention should be given to both in developing effective advertising
Consumers develop lsquoemotional bondingrsquo with the brands
Consumers also assign a lsquopersonalityrsquo to a brand Eg A brand may be thought of as aggressive adventurous self-assured etc
50
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Levels of relationships with brands
Emotions
Personality
Product Benefits
51
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Other types of Appeals
Reminder Advertising building brand awareness andor keeping the brand name in front of the customers
Advertisers introducing new products often use Teaser Advertising to build curiosity interest and excitement by talking about it but not actually showing it Also called mystery ads
Care should be taken not to stretch teaser ads for too long or they will loose their effectiveness
52
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Execution
Creative execution is the process by which the advertising appeal is presented
How you say is also as important in advertising as What you say
An advertising message can be presented or executed in numerous ways
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
15
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Rules lead to dull stereotyped advertising and they stifle creativity inspiration initiative and progress
The only rule in advertising hellip
There are No rules No formulae No Right way
16
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Taking creative risks
Clients often feel uncomfortable with advertising that is too different
Creative people say it is important for clients to take some risks if they want breakthrough advertising that gets noticed
Clients like Nike Microsoft Wrigley are more open to take risks
But ultimately the bottom line of advertising is lsquoDoes it sellrsquo
It is a balancing act that clients and ad agencies have to perform
Wrigley confectionary 17
18
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative risk
19
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative personnel
Creative personnel in the agency are often portrayed as lsquooddrsquo and lsquoeccentricrsquo
They are more abstract less structured and rely on intuition They often have non-business education in arts humanities literature etc
They have different mind sets from the lsquosuitsrsquo or marketing managers and account executives
Agencies should create environment to accommodate ideas and people from both
these spectrums to create good ads
20
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative personnel
Abstract
Lessstructured
Less organized
Unconventional
Intuitive
21
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Suits Artists
Only artistic value and
originality countIt isnrsquot creative if it
doesnrsquot sell
Stick with what works
Try something
new
The debate
22
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The creative process
Some advertising people say that creativity in advertising can achieve success if an organized approach is followed
James Webb Young has developed a five step model He believes that production of ideas is similar to production of some product
Ideas also run on an assembly line ie the mind runs a technique which can be learned and controlled
23
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Get raw material and data and immerse yourself in the problemImmersion
Take the information work it over wrestle with it in your mindDigestion
Turn the information over to the subconscious to do the workIncubation
ldquoEureka I have itrdquo phenomenonIllumination
Study the idea evaluate it reshape it for practical usefulnessVerification
24
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Youngrsquos process of creativity is similar to a four step approach outlined much earlier by English sociologist Graham Wallas
These models of the creative process are valuable to those working in the creative area of advertising
25
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Wallas creative process model
IncubationSetting Problem
Aside
PreparationGathering
InformationIllumination
Seeing theSolution
VerificationRefiningthe Idea
TheCreativeProcess
26
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Account Planning
To facilitate the creative process many agencies use account planning which involves conducting research and gathering all relevant information about a clientrsquos productservice brand consumers and target audience
All the research (both qualitative and quantitative) is carried out which is the input to the creative process
27
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process preparation incubation illumination
Back Ground Research Gathering relevant information from periodicals amp Magazine Brand Reports Studies
Some fact-finding techniques
Reading about the product or marketAsking designers engineers salespeople consumersListening to peopleUsing the product
Other sources from which data can be gathered eg Research agencies and Advertising associations
28
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ProductService Specific Research
This information comes in the form of specific studies conducted on product the target audience or both
Consumer research in the form of attitude studies market structure positioning studies perceptual mapping lifestyle research focus group interviews demographic and psychographic profiles of users etc are all examples of product specific researchBBDOrsquos problem DetectionDDBrsquos Psychographic analysis amp Brand Capital Report
29
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Qualitative Research
Focus group interviews give insight as to why and how consumers use a product or service
Ethnographic research observing consumers in their natural environment
Eg Ogilvy and Mather has a research unit called Discovery Group
30
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process Verification Revision
This stage evaluates ideas generated during the illumination stage rejects the inappropriate ones refines and polishes those that remain and gives them final expression
Consumers may be asked to evaluate the ad in the story board form
Story board may be converted into an animatic form and this can be evaluated
31
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Strategy Development
Advertising campaigns
A set of interrelated and coordinated marketing communications activities that center on a single theme or idea that appears in different media across a specific time period
The central idea or theme is the key for a successful ad campaign
32
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Company Campaign Theme
DeBeers Diamonds are foreverNike Just do itBMW The ultimate driving machineMiller Lite Tastes great less fillingWheaties Breakfast of champions
33
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Copy Platform
A document that specifies the basic elements of the creative strategy
Also known as creative platform work plan creative brief creative blueprint or creative contract It consists of the following
-Basic problem issue that advertising must address-Advertising and communications objectives-Target audience-Major selling idea-Campaign theme execution technique-Supporting information and requirements
34
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The search for a major selling idea
Some experts say that a campaign should have a big idea that attracts attention gets a reaction and sets the advertisers productservice apart from the competitors
Some of the best known approaches for this are
- Unique selling proposition- Creating a brand image- Finding the inherent drama- Positioning
35
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Unique selling proposition
A USP has the following three characteristics
-Each ad must say to the consumer what is the product benefit-Such a proposition should be unique that no competition can offer-The proposition should be strong enough to attract new customers to your brand
USP should have a sustainable competitive advantage that competitors cannot easily copy
36
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creating a brand image
The creative strategy is based on the development of a strong memorable identity for the brand through image advertising
The image of a brand creates an appeal to the product users It is especially more important when the competing brands are similar
Eg No Fear creates an image representing the outer limits of human performance
37
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Finding the inherent drama
Coined by Leo Burnett inherent drama refers to the foundation of consumer benefits with an emphasis on the dramatic element in expressing those benefits
Burnett advocated a down-home type of advertising that presents the message in a warm and realistic way
38
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Positioning
The basic idea is that advertising is used to establish or lsquopositionrsquo the product or service in a particular place in the consumerrsquos mind
Products can be positioned on the basis of product attributes price quality usage or application product users or product class
39
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative StrategyImplementation and Evaluation
40
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Previous section described WHAT the advertising message should communicate
This section focuses on HOW the message will be executed
Two basic concepts are Appeals and Execution Styles
41
Integrated Marketing CommunicationsModule 4 Developing the IMC program
To influence consumer feelings toward a product service or cause
The approach used to attract the attention of consumers
The way an appeal is turned into an advertising message
The way the message is presented to the consumer
AdvertisingAppeals
ExecutionStyle
42
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Appeal
It refers to the approach used to attract the attention of the consumers andor to influence their feelings toward the product service or cause
It is something that moves people speaks to their wants or needs and excites their interest The different appeals are
- Informationalrational appeals- Emotional appeals- Combining rational and emotional appeals- Other types of appeals
43
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Informational Rational Appeals
Product Popularity Appeal Stresses the brandrsquos popularity
News Appeals News announcement about the product
Favorable Price Appeal Makes price offer the dominant point
Competitive Advantage Appeal Makes comparisons to other brands
Feature Appeal Focus on dominant traits of the product
44
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Emotional Appeals
They relate to the customersrsquo social andor psychological needs for purchasing a product or service
Sometimes the feelings for a brand can be more important than the attributes of the product
Some of the emotions are
45
Integrated Marketing CommunicationsModule 4 Developing the IMC program
SafetySecurityFearLove AffectionHappiness JoyNostalgiaSentimentExcitementArousal
StimulationSorrow Grief
Pride Achievement
Accomplishment Self-esteem
EmbarrassmentActualization
Pleasure Ambition Comfort
46
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Status
Acceptance
Respect
Approval Affiliation
Belonging
Rejection Recognition
Embarrass-ment
Involvement
Social-BasedFeelings
47
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Transformational Advertisement
A lsquotransformational adrsquo is the one which associates the experience of using the brand with a unique set of psychological characteristics
48
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Richer
MoreExciting
Warmer
Feelings
Meanings
Images
Beliefs
MoreEnjoyable
It must make the product use experience
The ads create
49
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Combining rational and emotional appeals
Consumer purchase decisions are often made on the basis of both emotional and rational motives
Hence attention should be given to both in developing effective advertising
Consumers develop lsquoemotional bondingrsquo with the brands
Consumers also assign a lsquopersonalityrsquo to a brand Eg A brand may be thought of as aggressive adventurous self-assured etc
50
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Levels of relationships with brands
Emotions
Personality
Product Benefits
51
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Other types of Appeals
Reminder Advertising building brand awareness andor keeping the brand name in front of the customers
Advertisers introducing new products often use Teaser Advertising to build curiosity interest and excitement by talking about it but not actually showing it Also called mystery ads
Care should be taken not to stretch teaser ads for too long or they will loose their effectiveness
52
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Execution
Creative execution is the process by which the advertising appeal is presented
How you say is also as important in advertising as What you say
An advertising message can be presented or executed in numerous ways
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
16
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Taking creative risks
Clients often feel uncomfortable with advertising that is too different
Creative people say it is important for clients to take some risks if they want breakthrough advertising that gets noticed
Clients like Nike Microsoft Wrigley are more open to take risks
But ultimately the bottom line of advertising is lsquoDoes it sellrsquo
It is a balancing act that clients and ad agencies have to perform
Wrigley confectionary 17
18
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative risk
19
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative personnel
Creative personnel in the agency are often portrayed as lsquooddrsquo and lsquoeccentricrsquo
They are more abstract less structured and rely on intuition They often have non-business education in arts humanities literature etc
They have different mind sets from the lsquosuitsrsquo or marketing managers and account executives
Agencies should create environment to accommodate ideas and people from both
these spectrums to create good ads
20
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative personnel
Abstract
Lessstructured
Less organized
Unconventional
Intuitive
21
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Suits Artists
Only artistic value and
originality countIt isnrsquot creative if it
doesnrsquot sell
Stick with what works
Try something
new
The debate
22
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The creative process
Some advertising people say that creativity in advertising can achieve success if an organized approach is followed
James Webb Young has developed a five step model He believes that production of ideas is similar to production of some product
Ideas also run on an assembly line ie the mind runs a technique which can be learned and controlled
23
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Get raw material and data and immerse yourself in the problemImmersion
Take the information work it over wrestle with it in your mindDigestion
Turn the information over to the subconscious to do the workIncubation
ldquoEureka I have itrdquo phenomenonIllumination
Study the idea evaluate it reshape it for practical usefulnessVerification
24
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Youngrsquos process of creativity is similar to a four step approach outlined much earlier by English sociologist Graham Wallas
These models of the creative process are valuable to those working in the creative area of advertising
25
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Wallas creative process model
IncubationSetting Problem
Aside
PreparationGathering
InformationIllumination
Seeing theSolution
VerificationRefiningthe Idea
TheCreativeProcess
26
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Account Planning
To facilitate the creative process many agencies use account planning which involves conducting research and gathering all relevant information about a clientrsquos productservice brand consumers and target audience
All the research (both qualitative and quantitative) is carried out which is the input to the creative process
27
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process preparation incubation illumination
Back Ground Research Gathering relevant information from periodicals amp Magazine Brand Reports Studies
Some fact-finding techniques
Reading about the product or marketAsking designers engineers salespeople consumersListening to peopleUsing the product
Other sources from which data can be gathered eg Research agencies and Advertising associations
28
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ProductService Specific Research
This information comes in the form of specific studies conducted on product the target audience or both
Consumer research in the form of attitude studies market structure positioning studies perceptual mapping lifestyle research focus group interviews demographic and psychographic profiles of users etc are all examples of product specific researchBBDOrsquos problem DetectionDDBrsquos Psychographic analysis amp Brand Capital Report
29
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Qualitative Research
Focus group interviews give insight as to why and how consumers use a product or service
Ethnographic research observing consumers in their natural environment
Eg Ogilvy and Mather has a research unit called Discovery Group
30
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process Verification Revision
This stage evaluates ideas generated during the illumination stage rejects the inappropriate ones refines and polishes those that remain and gives them final expression
Consumers may be asked to evaluate the ad in the story board form
Story board may be converted into an animatic form and this can be evaluated
31
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Strategy Development
Advertising campaigns
A set of interrelated and coordinated marketing communications activities that center on a single theme or idea that appears in different media across a specific time period
The central idea or theme is the key for a successful ad campaign
32
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Company Campaign Theme
DeBeers Diamonds are foreverNike Just do itBMW The ultimate driving machineMiller Lite Tastes great less fillingWheaties Breakfast of champions
33
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Copy Platform
A document that specifies the basic elements of the creative strategy
Also known as creative platform work plan creative brief creative blueprint or creative contract It consists of the following
-Basic problem issue that advertising must address-Advertising and communications objectives-Target audience-Major selling idea-Campaign theme execution technique-Supporting information and requirements
34
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The search for a major selling idea
Some experts say that a campaign should have a big idea that attracts attention gets a reaction and sets the advertisers productservice apart from the competitors
Some of the best known approaches for this are
- Unique selling proposition- Creating a brand image- Finding the inherent drama- Positioning
35
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Unique selling proposition
A USP has the following three characteristics
-Each ad must say to the consumer what is the product benefit-Such a proposition should be unique that no competition can offer-The proposition should be strong enough to attract new customers to your brand
USP should have a sustainable competitive advantage that competitors cannot easily copy
36
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creating a brand image
The creative strategy is based on the development of a strong memorable identity for the brand through image advertising
The image of a brand creates an appeal to the product users It is especially more important when the competing brands are similar
Eg No Fear creates an image representing the outer limits of human performance
37
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Finding the inherent drama
Coined by Leo Burnett inherent drama refers to the foundation of consumer benefits with an emphasis on the dramatic element in expressing those benefits
Burnett advocated a down-home type of advertising that presents the message in a warm and realistic way
38
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Positioning
The basic idea is that advertising is used to establish or lsquopositionrsquo the product or service in a particular place in the consumerrsquos mind
Products can be positioned on the basis of product attributes price quality usage or application product users or product class
39
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative StrategyImplementation and Evaluation
40
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Previous section described WHAT the advertising message should communicate
This section focuses on HOW the message will be executed
Two basic concepts are Appeals and Execution Styles
41
Integrated Marketing CommunicationsModule 4 Developing the IMC program
To influence consumer feelings toward a product service or cause
The approach used to attract the attention of consumers
The way an appeal is turned into an advertising message
The way the message is presented to the consumer
AdvertisingAppeals
ExecutionStyle
42
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Appeal
It refers to the approach used to attract the attention of the consumers andor to influence their feelings toward the product service or cause
It is something that moves people speaks to their wants or needs and excites their interest The different appeals are
- Informationalrational appeals- Emotional appeals- Combining rational and emotional appeals- Other types of appeals
43
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Informational Rational Appeals
Product Popularity Appeal Stresses the brandrsquos popularity
News Appeals News announcement about the product
Favorable Price Appeal Makes price offer the dominant point
Competitive Advantage Appeal Makes comparisons to other brands
Feature Appeal Focus on dominant traits of the product
44
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Emotional Appeals
They relate to the customersrsquo social andor psychological needs for purchasing a product or service
Sometimes the feelings for a brand can be more important than the attributes of the product
Some of the emotions are
45
Integrated Marketing CommunicationsModule 4 Developing the IMC program
SafetySecurityFearLove AffectionHappiness JoyNostalgiaSentimentExcitementArousal
StimulationSorrow Grief
Pride Achievement
Accomplishment Self-esteem
EmbarrassmentActualization
Pleasure Ambition Comfort
46
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Status
Acceptance
Respect
Approval Affiliation
Belonging
Rejection Recognition
Embarrass-ment
Involvement
Social-BasedFeelings
47
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Transformational Advertisement
A lsquotransformational adrsquo is the one which associates the experience of using the brand with a unique set of psychological characteristics
48
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Richer
MoreExciting
Warmer
Feelings
Meanings
Images
Beliefs
MoreEnjoyable
It must make the product use experience
The ads create
49
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Combining rational and emotional appeals
Consumer purchase decisions are often made on the basis of both emotional and rational motives
Hence attention should be given to both in developing effective advertising
Consumers develop lsquoemotional bondingrsquo with the brands
Consumers also assign a lsquopersonalityrsquo to a brand Eg A brand may be thought of as aggressive adventurous self-assured etc
50
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Levels of relationships with brands
Emotions
Personality
Product Benefits
51
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Other types of Appeals
Reminder Advertising building brand awareness andor keeping the brand name in front of the customers
Advertisers introducing new products often use Teaser Advertising to build curiosity interest and excitement by talking about it but not actually showing it Also called mystery ads
Care should be taken not to stretch teaser ads for too long or they will loose their effectiveness
52
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Execution
Creative execution is the process by which the advertising appeal is presented
How you say is also as important in advertising as What you say
An advertising message can be presented or executed in numerous ways
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Wrigley confectionary 17
18
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative risk
19
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative personnel
Creative personnel in the agency are often portrayed as lsquooddrsquo and lsquoeccentricrsquo
They are more abstract less structured and rely on intuition They often have non-business education in arts humanities literature etc
They have different mind sets from the lsquosuitsrsquo or marketing managers and account executives
Agencies should create environment to accommodate ideas and people from both
these spectrums to create good ads
20
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative personnel
Abstract
Lessstructured
Less organized
Unconventional
Intuitive
21
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Suits Artists
Only artistic value and
originality countIt isnrsquot creative if it
doesnrsquot sell
Stick with what works
Try something
new
The debate
22
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The creative process
Some advertising people say that creativity in advertising can achieve success if an organized approach is followed
James Webb Young has developed a five step model He believes that production of ideas is similar to production of some product
Ideas also run on an assembly line ie the mind runs a technique which can be learned and controlled
23
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Get raw material and data and immerse yourself in the problemImmersion
Take the information work it over wrestle with it in your mindDigestion
Turn the information over to the subconscious to do the workIncubation
ldquoEureka I have itrdquo phenomenonIllumination
Study the idea evaluate it reshape it for practical usefulnessVerification
24
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Youngrsquos process of creativity is similar to a four step approach outlined much earlier by English sociologist Graham Wallas
These models of the creative process are valuable to those working in the creative area of advertising
25
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Wallas creative process model
IncubationSetting Problem
Aside
PreparationGathering
InformationIllumination
Seeing theSolution
VerificationRefiningthe Idea
TheCreativeProcess
26
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Account Planning
To facilitate the creative process many agencies use account planning which involves conducting research and gathering all relevant information about a clientrsquos productservice brand consumers and target audience
All the research (both qualitative and quantitative) is carried out which is the input to the creative process
27
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process preparation incubation illumination
Back Ground Research Gathering relevant information from periodicals amp Magazine Brand Reports Studies
Some fact-finding techniques
Reading about the product or marketAsking designers engineers salespeople consumersListening to peopleUsing the product
Other sources from which data can be gathered eg Research agencies and Advertising associations
28
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ProductService Specific Research
This information comes in the form of specific studies conducted on product the target audience or both
Consumer research in the form of attitude studies market structure positioning studies perceptual mapping lifestyle research focus group interviews demographic and psychographic profiles of users etc are all examples of product specific researchBBDOrsquos problem DetectionDDBrsquos Psychographic analysis amp Brand Capital Report
29
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Qualitative Research
Focus group interviews give insight as to why and how consumers use a product or service
Ethnographic research observing consumers in their natural environment
Eg Ogilvy and Mather has a research unit called Discovery Group
30
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process Verification Revision
This stage evaluates ideas generated during the illumination stage rejects the inappropriate ones refines and polishes those that remain and gives them final expression
Consumers may be asked to evaluate the ad in the story board form
Story board may be converted into an animatic form and this can be evaluated
31
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Strategy Development
Advertising campaigns
A set of interrelated and coordinated marketing communications activities that center on a single theme or idea that appears in different media across a specific time period
The central idea or theme is the key for a successful ad campaign
32
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Company Campaign Theme
DeBeers Diamonds are foreverNike Just do itBMW The ultimate driving machineMiller Lite Tastes great less fillingWheaties Breakfast of champions
33
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Copy Platform
A document that specifies the basic elements of the creative strategy
Also known as creative platform work plan creative brief creative blueprint or creative contract It consists of the following
-Basic problem issue that advertising must address-Advertising and communications objectives-Target audience-Major selling idea-Campaign theme execution technique-Supporting information and requirements
34
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The search for a major selling idea
Some experts say that a campaign should have a big idea that attracts attention gets a reaction and sets the advertisers productservice apart from the competitors
Some of the best known approaches for this are
- Unique selling proposition- Creating a brand image- Finding the inherent drama- Positioning
35
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Unique selling proposition
A USP has the following three characteristics
-Each ad must say to the consumer what is the product benefit-Such a proposition should be unique that no competition can offer-The proposition should be strong enough to attract new customers to your brand
USP should have a sustainable competitive advantage that competitors cannot easily copy
36
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creating a brand image
The creative strategy is based on the development of a strong memorable identity for the brand through image advertising
The image of a brand creates an appeal to the product users It is especially more important when the competing brands are similar
Eg No Fear creates an image representing the outer limits of human performance
37
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Finding the inherent drama
Coined by Leo Burnett inherent drama refers to the foundation of consumer benefits with an emphasis on the dramatic element in expressing those benefits
Burnett advocated a down-home type of advertising that presents the message in a warm and realistic way
38
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Positioning
The basic idea is that advertising is used to establish or lsquopositionrsquo the product or service in a particular place in the consumerrsquos mind
Products can be positioned on the basis of product attributes price quality usage or application product users or product class
39
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative StrategyImplementation and Evaluation
40
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Previous section described WHAT the advertising message should communicate
This section focuses on HOW the message will be executed
Two basic concepts are Appeals and Execution Styles
41
Integrated Marketing CommunicationsModule 4 Developing the IMC program
To influence consumer feelings toward a product service or cause
The approach used to attract the attention of consumers
The way an appeal is turned into an advertising message
The way the message is presented to the consumer
AdvertisingAppeals
ExecutionStyle
42
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Appeal
It refers to the approach used to attract the attention of the consumers andor to influence their feelings toward the product service or cause
It is something that moves people speaks to their wants or needs and excites their interest The different appeals are
- Informationalrational appeals- Emotional appeals- Combining rational and emotional appeals- Other types of appeals
43
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Informational Rational Appeals
Product Popularity Appeal Stresses the brandrsquos popularity
News Appeals News announcement about the product
Favorable Price Appeal Makes price offer the dominant point
Competitive Advantage Appeal Makes comparisons to other brands
Feature Appeal Focus on dominant traits of the product
44
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Emotional Appeals
They relate to the customersrsquo social andor psychological needs for purchasing a product or service
Sometimes the feelings for a brand can be more important than the attributes of the product
Some of the emotions are
45
Integrated Marketing CommunicationsModule 4 Developing the IMC program
SafetySecurityFearLove AffectionHappiness JoyNostalgiaSentimentExcitementArousal
StimulationSorrow Grief
Pride Achievement
Accomplishment Self-esteem
EmbarrassmentActualization
Pleasure Ambition Comfort
46
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Status
Acceptance
Respect
Approval Affiliation
Belonging
Rejection Recognition
Embarrass-ment
Involvement
Social-BasedFeelings
47
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Transformational Advertisement
A lsquotransformational adrsquo is the one which associates the experience of using the brand with a unique set of psychological characteristics
48
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Richer
MoreExciting
Warmer
Feelings
Meanings
Images
Beliefs
MoreEnjoyable
It must make the product use experience
The ads create
49
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Combining rational and emotional appeals
Consumer purchase decisions are often made on the basis of both emotional and rational motives
Hence attention should be given to both in developing effective advertising
Consumers develop lsquoemotional bondingrsquo with the brands
Consumers also assign a lsquopersonalityrsquo to a brand Eg A brand may be thought of as aggressive adventurous self-assured etc
50
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Levels of relationships with brands
Emotions
Personality
Product Benefits
51
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Other types of Appeals
Reminder Advertising building brand awareness andor keeping the brand name in front of the customers
Advertisers introducing new products often use Teaser Advertising to build curiosity interest and excitement by talking about it but not actually showing it Also called mystery ads
Care should be taken not to stretch teaser ads for too long or they will loose their effectiveness
52
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Execution
Creative execution is the process by which the advertising appeal is presented
How you say is also as important in advertising as What you say
An advertising message can be presented or executed in numerous ways
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
18
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative risk
19
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative personnel
Creative personnel in the agency are often portrayed as lsquooddrsquo and lsquoeccentricrsquo
They are more abstract less structured and rely on intuition They often have non-business education in arts humanities literature etc
They have different mind sets from the lsquosuitsrsquo or marketing managers and account executives
Agencies should create environment to accommodate ideas and people from both
these spectrums to create good ads
20
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative personnel
Abstract
Lessstructured
Less organized
Unconventional
Intuitive
21
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Suits Artists
Only artistic value and
originality countIt isnrsquot creative if it
doesnrsquot sell
Stick with what works
Try something
new
The debate
22
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The creative process
Some advertising people say that creativity in advertising can achieve success if an organized approach is followed
James Webb Young has developed a five step model He believes that production of ideas is similar to production of some product
Ideas also run on an assembly line ie the mind runs a technique which can be learned and controlled
23
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Get raw material and data and immerse yourself in the problemImmersion
Take the information work it over wrestle with it in your mindDigestion
Turn the information over to the subconscious to do the workIncubation
ldquoEureka I have itrdquo phenomenonIllumination
Study the idea evaluate it reshape it for practical usefulnessVerification
24
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Youngrsquos process of creativity is similar to a four step approach outlined much earlier by English sociologist Graham Wallas
These models of the creative process are valuable to those working in the creative area of advertising
25
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Wallas creative process model
IncubationSetting Problem
Aside
PreparationGathering
InformationIllumination
Seeing theSolution
VerificationRefiningthe Idea
TheCreativeProcess
26
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Account Planning
To facilitate the creative process many agencies use account planning which involves conducting research and gathering all relevant information about a clientrsquos productservice brand consumers and target audience
All the research (both qualitative and quantitative) is carried out which is the input to the creative process
27
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process preparation incubation illumination
Back Ground Research Gathering relevant information from periodicals amp Magazine Brand Reports Studies
Some fact-finding techniques
Reading about the product or marketAsking designers engineers salespeople consumersListening to peopleUsing the product
Other sources from which data can be gathered eg Research agencies and Advertising associations
28
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ProductService Specific Research
This information comes in the form of specific studies conducted on product the target audience or both
Consumer research in the form of attitude studies market structure positioning studies perceptual mapping lifestyle research focus group interviews demographic and psychographic profiles of users etc are all examples of product specific researchBBDOrsquos problem DetectionDDBrsquos Psychographic analysis amp Brand Capital Report
29
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Qualitative Research
Focus group interviews give insight as to why and how consumers use a product or service
Ethnographic research observing consumers in their natural environment
Eg Ogilvy and Mather has a research unit called Discovery Group
30
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process Verification Revision
This stage evaluates ideas generated during the illumination stage rejects the inappropriate ones refines and polishes those that remain and gives them final expression
Consumers may be asked to evaluate the ad in the story board form
Story board may be converted into an animatic form and this can be evaluated
31
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Strategy Development
Advertising campaigns
A set of interrelated and coordinated marketing communications activities that center on a single theme or idea that appears in different media across a specific time period
The central idea or theme is the key for a successful ad campaign
32
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Company Campaign Theme
DeBeers Diamonds are foreverNike Just do itBMW The ultimate driving machineMiller Lite Tastes great less fillingWheaties Breakfast of champions
33
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Copy Platform
A document that specifies the basic elements of the creative strategy
Also known as creative platform work plan creative brief creative blueprint or creative contract It consists of the following
-Basic problem issue that advertising must address-Advertising and communications objectives-Target audience-Major selling idea-Campaign theme execution technique-Supporting information and requirements
34
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The search for a major selling idea
Some experts say that a campaign should have a big idea that attracts attention gets a reaction and sets the advertisers productservice apart from the competitors
Some of the best known approaches for this are
- Unique selling proposition- Creating a brand image- Finding the inherent drama- Positioning
35
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Unique selling proposition
A USP has the following three characteristics
-Each ad must say to the consumer what is the product benefit-Such a proposition should be unique that no competition can offer-The proposition should be strong enough to attract new customers to your brand
USP should have a sustainable competitive advantage that competitors cannot easily copy
36
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creating a brand image
The creative strategy is based on the development of a strong memorable identity for the brand through image advertising
The image of a brand creates an appeal to the product users It is especially more important when the competing brands are similar
Eg No Fear creates an image representing the outer limits of human performance
37
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Finding the inherent drama
Coined by Leo Burnett inherent drama refers to the foundation of consumer benefits with an emphasis on the dramatic element in expressing those benefits
Burnett advocated a down-home type of advertising that presents the message in a warm and realistic way
38
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Positioning
The basic idea is that advertising is used to establish or lsquopositionrsquo the product or service in a particular place in the consumerrsquos mind
Products can be positioned on the basis of product attributes price quality usage or application product users or product class
39
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative StrategyImplementation and Evaluation
40
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Previous section described WHAT the advertising message should communicate
This section focuses on HOW the message will be executed
Two basic concepts are Appeals and Execution Styles
41
Integrated Marketing CommunicationsModule 4 Developing the IMC program
To influence consumer feelings toward a product service or cause
The approach used to attract the attention of consumers
The way an appeal is turned into an advertising message
The way the message is presented to the consumer
AdvertisingAppeals
ExecutionStyle
42
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Appeal
It refers to the approach used to attract the attention of the consumers andor to influence their feelings toward the product service or cause
It is something that moves people speaks to their wants or needs and excites their interest The different appeals are
- Informationalrational appeals- Emotional appeals- Combining rational and emotional appeals- Other types of appeals
43
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Informational Rational Appeals
Product Popularity Appeal Stresses the brandrsquos popularity
News Appeals News announcement about the product
Favorable Price Appeal Makes price offer the dominant point
Competitive Advantage Appeal Makes comparisons to other brands
Feature Appeal Focus on dominant traits of the product
44
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Emotional Appeals
They relate to the customersrsquo social andor psychological needs for purchasing a product or service
Sometimes the feelings for a brand can be more important than the attributes of the product
Some of the emotions are
45
Integrated Marketing CommunicationsModule 4 Developing the IMC program
SafetySecurityFearLove AffectionHappiness JoyNostalgiaSentimentExcitementArousal
StimulationSorrow Grief
Pride Achievement
Accomplishment Self-esteem
EmbarrassmentActualization
Pleasure Ambition Comfort
46
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Status
Acceptance
Respect
Approval Affiliation
Belonging
Rejection Recognition
Embarrass-ment
Involvement
Social-BasedFeelings
47
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Transformational Advertisement
A lsquotransformational adrsquo is the one which associates the experience of using the brand with a unique set of psychological characteristics
48
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Richer
MoreExciting
Warmer
Feelings
Meanings
Images
Beliefs
MoreEnjoyable
It must make the product use experience
The ads create
49
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Combining rational and emotional appeals
Consumer purchase decisions are often made on the basis of both emotional and rational motives
Hence attention should be given to both in developing effective advertising
Consumers develop lsquoemotional bondingrsquo with the brands
Consumers also assign a lsquopersonalityrsquo to a brand Eg A brand may be thought of as aggressive adventurous self-assured etc
50
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Levels of relationships with brands
Emotions
Personality
Product Benefits
51
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Other types of Appeals
Reminder Advertising building brand awareness andor keeping the brand name in front of the customers
Advertisers introducing new products often use Teaser Advertising to build curiosity interest and excitement by talking about it but not actually showing it Also called mystery ads
Care should be taken not to stretch teaser ads for too long or they will loose their effectiveness
52
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Execution
Creative execution is the process by which the advertising appeal is presented
How you say is also as important in advertising as What you say
An advertising message can be presented or executed in numerous ways
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
19
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative personnel
Creative personnel in the agency are often portrayed as lsquooddrsquo and lsquoeccentricrsquo
They are more abstract less structured and rely on intuition They often have non-business education in arts humanities literature etc
They have different mind sets from the lsquosuitsrsquo or marketing managers and account executives
Agencies should create environment to accommodate ideas and people from both
these spectrums to create good ads
20
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative personnel
Abstract
Lessstructured
Less organized
Unconventional
Intuitive
21
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Suits Artists
Only artistic value and
originality countIt isnrsquot creative if it
doesnrsquot sell
Stick with what works
Try something
new
The debate
22
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The creative process
Some advertising people say that creativity in advertising can achieve success if an organized approach is followed
James Webb Young has developed a five step model He believes that production of ideas is similar to production of some product
Ideas also run on an assembly line ie the mind runs a technique which can be learned and controlled
23
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Get raw material and data and immerse yourself in the problemImmersion
Take the information work it over wrestle with it in your mindDigestion
Turn the information over to the subconscious to do the workIncubation
ldquoEureka I have itrdquo phenomenonIllumination
Study the idea evaluate it reshape it for practical usefulnessVerification
24
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Youngrsquos process of creativity is similar to a four step approach outlined much earlier by English sociologist Graham Wallas
These models of the creative process are valuable to those working in the creative area of advertising
25
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Wallas creative process model
IncubationSetting Problem
Aside
PreparationGathering
InformationIllumination
Seeing theSolution
VerificationRefiningthe Idea
TheCreativeProcess
26
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Account Planning
To facilitate the creative process many agencies use account planning which involves conducting research and gathering all relevant information about a clientrsquos productservice brand consumers and target audience
All the research (both qualitative and quantitative) is carried out which is the input to the creative process
27
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process preparation incubation illumination
Back Ground Research Gathering relevant information from periodicals amp Magazine Brand Reports Studies
Some fact-finding techniques
Reading about the product or marketAsking designers engineers salespeople consumersListening to peopleUsing the product
Other sources from which data can be gathered eg Research agencies and Advertising associations
28
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ProductService Specific Research
This information comes in the form of specific studies conducted on product the target audience or both
Consumer research in the form of attitude studies market structure positioning studies perceptual mapping lifestyle research focus group interviews demographic and psychographic profiles of users etc are all examples of product specific researchBBDOrsquos problem DetectionDDBrsquos Psychographic analysis amp Brand Capital Report
29
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Qualitative Research
Focus group interviews give insight as to why and how consumers use a product or service
Ethnographic research observing consumers in their natural environment
Eg Ogilvy and Mather has a research unit called Discovery Group
30
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process Verification Revision
This stage evaluates ideas generated during the illumination stage rejects the inappropriate ones refines and polishes those that remain and gives them final expression
Consumers may be asked to evaluate the ad in the story board form
Story board may be converted into an animatic form and this can be evaluated
31
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Strategy Development
Advertising campaigns
A set of interrelated and coordinated marketing communications activities that center on a single theme or idea that appears in different media across a specific time period
The central idea or theme is the key for a successful ad campaign
32
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Company Campaign Theme
DeBeers Diamonds are foreverNike Just do itBMW The ultimate driving machineMiller Lite Tastes great less fillingWheaties Breakfast of champions
33
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Copy Platform
A document that specifies the basic elements of the creative strategy
Also known as creative platform work plan creative brief creative blueprint or creative contract It consists of the following
-Basic problem issue that advertising must address-Advertising and communications objectives-Target audience-Major selling idea-Campaign theme execution technique-Supporting information and requirements
34
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The search for a major selling idea
Some experts say that a campaign should have a big idea that attracts attention gets a reaction and sets the advertisers productservice apart from the competitors
Some of the best known approaches for this are
- Unique selling proposition- Creating a brand image- Finding the inherent drama- Positioning
35
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Unique selling proposition
A USP has the following three characteristics
-Each ad must say to the consumer what is the product benefit-Such a proposition should be unique that no competition can offer-The proposition should be strong enough to attract new customers to your brand
USP should have a sustainable competitive advantage that competitors cannot easily copy
36
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creating a brand image
The creative strategy is based on the development of a strong memorable identity for the brand through image advertising
The image of a brand creates an appeal to the product users It is especially more important when the competing brands are similar
Eg No Fear creates an image representing the outer limits of human performance
37
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Finding the inherent drama
Coined by Leo Burnett inherent drama refers to the foundation of consumer benefits with an emphasis on the dramatic element in expressing those benefits
Burnett advocated a down-home type of advertising that presents the message in a warm and realistic way
38
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Positioning
The basic idea is that advertising is used to establish or lsquopositionrsquo the product or service in a particular place in the consumerrsquos mind
Products can be positioned on the basis of product attributes price quality usage or application product users or product class
39
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative StrategyImplementation and Evaluation
40
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Previous section described WHAT the advertising message should communicate
This section focuses on HOW the message will be executed
Two basic concepts are Appeals and Execution Styles
41
Integrated Marketing CommunicationsModule 4 Developing the IMC program
To influence consumer feelings toward a product service or cause
The approach used to attract the attention of consumers
The way an appeal is turned into an advertising message
The way the message is presented to the consumer
AdvertisingAppeals
ExecutionStyle
42
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Appeal
It refers to the approach used to attract the attention of the consumers andor to influence their feelings toward the product service or cause
It is something that moves people speaks to their wants or needs and excites their interest The different appeals are
- Informationalrational appeals- Emotional appeals- Combining rational and emotional appeals- Other types of appeals
43
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Informational Rational Appeals
Product Popularity Appeal Stresses the brandrsquos popularity
News Appeals News announcement about the product
Favorable Price Appeal Makes price offer the dominant point
Competitive Advantage Appeal Makes comparisons to other brands
Feature Appeal Focus on dominant traits of the product
44
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Emotional Appeals
They relate to the customersrsquo social andor psychological needs for purchasing a product or service
Sometimes the feelings for a brand can be more important than the attributes of the product
Some of the emotions are
45
Integrated Marketing CommunicationsModule 4 Developing the IMC program
SafetySecurityFearLove AffectionHappiness JoyNostalgiaSentimentExcitementArousal
StimulationSorrow Grief
Pride Achievement
Accomplishment Self-esteem
EmbarrassmentActualization
Pleasure Ambition Comfort
46
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Status
Acceptance
Respect
Approval Affiliation
Belonging
Rejection Recognition
Embarrass-ment
Involvement
Social-BasedFeelings
47
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Transformational Advertisement
A lsquotransformational adrsquo is the one which associates the experience of using the brand with a unique set of psychological characteristics
48
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Richer
MoreExciting
Warmer
Feelings
Meanings
Images
Beliefs
MoreEnjoyable
It must make the product use experience
The ads create
49
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Combining rational and emotional appeals
Consumer purchase decisions are often made on the basis of both emotional and rational motives
Hence attention should be given to both in developing effective advertising
Consumers develop lsquoemotional bondingrsquo with the brands
Consumers also assign a lsquopersonalityrsquo to a brand Eg A brand may be thought of as aggressive adventurous self-assured etc
50
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Levels of relationships with brands
Emotions
Personality
Product Benefits
51
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Other types of Appeals
Reminder Advertising building brand awareness andor keeping the brand name in front of the customers
Advertisers introducing new products often use Teaser Advertising to build curiosity interest and excitement by talking about it but not actually showing it Also called mystery ads
Care should be taken not to stretch teaser ads for too long or they will loose their effectiveness
52
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Execution
Creative execution is the process by which the advertising appeal is presented
How you say is also as important in advertising as What you say
An advertising message can be presented or executed in numerous ways
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
20
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative personnel
Abstract
Lessstructured
Less organized
Unconventional
Intuitive
21
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Suits Artists
Only artistic value and
originality countIt isnrsquot creative if it
doesnrsquot sell
Stick with what works
Try something
new
The debate
22
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The creative process
Some advertising people say that creativity in advertising can achieve success if an organized approach is followed
James Webb Young has developed a five step model He believes that production of ideas is similar to production of some product
Ideas also run on an assembly line ie the mind runs a technique which can be learned and controlled
23
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Get raw material and data and immerse yourself in the problemImmersion
Take the information work it over wrestle with it in your mindDigestion
Turn the information over to the subconscious to do the workIncubation
ldquoEureka I have itrdquo phenomenonIllumination
Study the idea evaluate it reshape it for practical usefulnessVerification
24
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Youngrsquos process of creativity is similar to a four step approach outlined much earlier by English sociologist Graham Wallas
These models of the creative process are valuable to those working in the creative area of advertising
25
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Wallas creative process model
IncubationSetting Problem
Aside
PreparationGathering
InformationIllumination
Seeing theSolution
VerificationRefiningthe Idea
TheCreativeProcess
26
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Account Planning
To facilitate the creative process many agencies use account planning which involves conducting research and gathering all relevant information about a clientrsquos productservice brand consumers and target audience
All the research (both qualitative and quantitative) is carried out which is the input to the creative process
27
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process preparation incubation illumination
Back Ground Research Gathering relevant information from periodicals amp Magazine Brand Reports Studies
Some fact-finding techniques
Reading about the product or marketAsking designers engineers salespeople consumersListening to peopleUsing the product
Other sources from which data can be gathered eg Research agencies and Advertising associations
28
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ProductService Specific Research
This information comes in the form of specific studies conducted on product the target audience or both
Consumer research in the form of attitude studies market structure positioning studies perceptual mapping lifestyle research focus group interviews demographic and psychographic profiles of users etc are all examples of product specific researchBBDOrsquos problem DetectionDDBrsquos Psychographic analysis amp Brand Capital Report
29
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Qualitative Research
Focus group interviews give insight as to why and how consumers use a product or service
Ethnographic research observing consumers in their natural environment
Eg Ogilvy and Mather has a research unit called Discovery Group
30
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process Verification Revision
This stage evaluates ideas generated during the illumination stage rejects the inappropriate ones refines and polishes those that remain and gives them final expression
Consumers may be asked to evaluate the ad in the story board form
Story board may be converted into an animatic form and this can be evaluated
31
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Strategy Development
Advertising campaigns
A set of interrelated and coordinated marketing communications activities that center on a single theme or idea that appears in different media across a specific time period
The central idea or theme is the key for a successful ad campaign
32
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Company Campaign Theme
DeBeers Diamonds are foreverNike Just do itBMW The ultimate driving machineMiller Lite Tastes great less fillingWheaties Breakfast of champions
33
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Copy Platform
A document that specifies the basic elements of the creative strategy
Also known as creative platform work plan creative brief creative blueprint or creative contract It consists of the following
-Basic problem issue that advertising must address-Advertising and communications objectives-Target audience-Major selling idea-Campaign theme execution technique-Supporting information and requirements
34
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The search for a major selling idea
Some experts say that a campaign should have a big idea that attracts attention gets a reaction and sets the advertisers productservice apart from the competitors
Some of the best known approaches for this are
- Unique selling proposition- Creating a brand image- Finding the inherent drama- Positioning
35
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Unique selling proposition
A USP has the following three characteristics
-Each ad must say to the consumer what is the product benefit-Such a proposition should be unique that no competition can offer-The proposition should be strong enough to attract new customers to your brand
USP should have a sustainable competitive advantage that competitors cannot easily copy
36
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creating a brand image
The creative strategy is based on the development of a strong memorable identity for the brand through image advertising
The image of a brand creates an appeal to the product users It is especially more important when the competing brands are similar
Eg No Fear creates an image representing the outer limits of human performance
37
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Finding the inherent drama
Coined by Leo Burnett inherent drama refers to the foundation of consumer benefits with an emphasis on the dramatic element in expressing those benefits
Burnett advocated a down-home type of advertising that presents the message in a warm and realistic way
38
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Positioning
The basic idea is that advertising is used to establish or lsquopositionrsquo the product or service in a particular place in the consumerrsquos mind
Products can be positioned on the basis of product attributes price quality usage or application product users or product class
39
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative StrategyImplementation and Evaluation
40
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Previous section described WHAT the advertising message should communicate
This section focuses on HOW the message will be executed
Two basic concepts are Appeals and Execution Styles
41
Integrated Marketing CommunicationsModule 4 Developing the IMC program
To influence consumer feelings toward a product service or cause
The approach used to attract the attention of consumers
The way an appeal is turned into an advertising message
The way the message is presented to the consumer
AdvertisingAppeals
ExecutionStyle
42
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Appeal
It refers to the approach used to attract the attention of the consumers andor to influence their feelings toward the product service or cause
It is something that moves people speaks to their wants or needs and excites their interest The different appeals are
- Informationalrational appeals- Emotional appeals- Combining rational and emotional appeals- Other types of appeals
43
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Informational Rational Appeals
Product Popularity Appeal Stresses the brandrsquos popularity
News Appeals News announcement about the product
Favorable Price Appeal Makes price offer the dominant point
Competitive Advantage Appeal Makes comparisons to other brands
Feature Appeal Focus on dominant traits of the product
44
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Emotional Appeals
They relate to the customersrsquo social andor psychological needs for purchasing a product or service
Sometimes the feelings for a brand can be more important than the attributes of the product
Some of the emotions are
45
Integrated Marketing CommunicationsModule 4 Developing the IMC program
SafetySecurityFearLove AffectionHappiness JoyNostalgiaSentimentExcitementArousal
StimulationSorrow Grief
Pride Achievement
Accomplishment Self-esteem
EmbarrassmentActualization
Pleasure Ambition Comfort
46
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Status
Acceptance
Respect
Approval Affiliation
Belonging
Rejection Recognition
Embarrass-ment
Involvement
Social-BasedFeelings
47
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Transformational Advertisement
A lsquotransformational adrsquo is the one which associates the experience of using the brand with a unique set of psychological characteristics
48
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Richer
MoreExciting
Warmer
Feelings
Meanings
Images
Beliefs
MoreEnjoyable
It must make the product use experience
The ads create
49
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Combining rational and emotional appeals
Consumer purchase decisions are often made on the basis of both emotional and rational motives
Hence attention should be given to both in developing effective advertising
Consumers develop lsquoemotional bondingrsquo with the brands
Consumers also assign a lsquopersonalityrsquo to a brand Eg A brand may be thought of as aggressive adventurous self-assured etc
50
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Levels of relationships with brands
Emotions
Personality
Product Benefits
51
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Other types of Appeals
Reminder Advertising building brand awareness andor keeping the brand name in front of the customers
Advertisers introducing new products often use Teaser Advertising to build curiosity interest and excitement by talking about it but not actually showing it Also called mystery ads
Care should be taken not to stretch teaser ads for too long or they will loose their effectiveness
52
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Execution
Creative execution is the process by which the advertising appeal is presented
How you say is also as important in advertising as What you say
An advertising message can be presented or executed in numerous ways
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
21
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Suits Artists
Only artistic value and
originality countIt isnrsquot creative if it
doesnrsquot sell
Stick with what works
Try something
new
The debate
22
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The creative process
Some advertising people say that creativity in advertising can achieve success if an organized approach is followed
James Webb Young has developed a five step model He believes that production of ideas is similar to production of some product
Ideas also run on an assembly line ie the mind runs a technique which can be learned and controlled
23
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Get raw material and data and immerse yourself in the problemImmersion
Take the information work it over wrestle with it in your mindDigestion
Turn the information over to the subconscious to do the workIncubation
ldquoEureka I have itrdquo phenomenonIllumination
Study the idea evaluate it reshape it for practical usefulnessVerification
24
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Youngrsquos process of creativity is similar to a four step approach outlined much earlier by English sociologist Graham Wallas
These models of the creative process are valuable to those working in the creative area of advertising
25
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Wallas creative process model
IncubationSetting Problem
Aside
PreparationGathering
InformationIllumination
Seeing theSolution
VerificationRefiningthe Idea
TheCreativeProcess
26
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Account Planning
To facilitate the creative process many agencies use account planning which involves conducting research and gathering all relevant information about a clientrsquos productservice brand consumers and target audience
All the research (both qualitative and quantitative) is carried out which is the input to the creative process
27
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process preparation incubation illumination
Back Ground Research Gathering relevant information from periodicals amp Magazine Brand Reports Studies
Some fact-finding techniques
Reading about the product or marketAsking designers engineers salespeople consumersListening to peopleUsing the product
Other sources from which data can be gathered eg Research agencies and Advertising associations
28
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ProductService Specific Research
This information comes in the form of specific studies conducted on product the target audience or both
Consumer research in the form of attitude studies market structure positioning studies perceptual mapping lifestyle research focus group interviews demographic and psychographic profiles of users etc are all examples of product specific researchBBDOrsquos problem DetectionDDBrsquos Psychographic analysis amp Brand Capital Report
29
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Qualitative Research
Focus group interviews give insight as to why and how consumers use a product or service
Ethnographic research observing consumers in their natural environment
Eg Ogilvy and Mather has a research unit called Discovery Group
30
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process Verification Revision
This stage evaluates ideas generated during the illumination stage rejects the inappropriate ones refines and polishes those that remain and gives them final expression
Consumers may be asked to evaluate the ad in the story board form
Story board may be converted into an animatic form and this can be evaluated
31
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Strategy Development
Advertising campaigns
A set of interrelated and coordinated marketing communications activities that center on a single theme or idea that appears in different media across a specific time period
The central idea or theme is the key for a successful ad campaign
32
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Company Campaign Theme
DeBeers Diamonds are foreverNike Just do itBMW The ultimate driving machineMiller Lite Tastes great less fillingWheaties Breakfast of champions
33
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Copy Platform
A document that specifies the basic elements of the creative strategy
Also known as creative platform work plan creative brief creative blueprint or creative contract It consists of the following
-Basic problem issue that advertising must address-Advertising and communications objectives-Target audience-Major selling idea-Campaign theme execution technique-Supporting information and requirements
34
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The search for a major selling idea
Some experts say that a campaign should have a big idea that attracts attention gets a reaction and sets the advertisers productservice apart from the competitors
Some of the best known approaches for this are
- Unique selling proposition- Creating a brand image- Finding the inherent drama- Positioning
35
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Unique selling proposition
A USP has the following three characteristics
-Each ad must say to the consumer what is the product benefit-Such a proposition should be unique that no competition can offer-The proposition should be strong enough to attract new customers to your brand
USP should have a sustainable competitive advantage that competitors cannot easily copy
36
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creating a brand image
The creative strategy is based on the development of a strong memorable identity for the brand through image advertising
The image of a brand creates an appeal to the product users It is especially more important when the competing brands are similar
Eg No Fear creates an image representing the outer limits of human performance
37
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Finding the inherent drama
Coined by Leo Burnett inherent drama refers to the foundation of consumer benefits with an emphasis on the dramatic element in expressing those benefits
Burnett advocated a down-home type of advertising that presents the message in a warm and realistic way
38
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Positioning
The basic idea is that advertising is used to establish or lsquopositionrsquo the product or service in a particular place in the consumerrsquos mind
Products can be positioned on the basis of product attributes price quality usage or application product users or product class
39
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative StrategyImplementation and Evaluation
40
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Previous section described WHAT the advertising message should communicate
This section focuses on HOW the message will be executed
Two basic concepts are Appeals and Execution Styles
41
Integrated Marketing CommunicationsModule 4 Developing the IMC program
To influence consumer feelings toward a product service or cause
The approach used to attract the attention of consumers
The way an appeal is turned into an advertising message
The way the message is presented to the consumer
AdvertisingAppeals
ExecutionStyle
42
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Appeal
It refers to the approach used to attract the attention of the consumers andor to influence their feelings toward the product service or cause
It is something that moves people speaks to their wants or needs and excites their interest The different appeals are
- Informationalrational appeals- Emotional appeals- Combining rational and emotional appeals- Other types of appeals
43
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Informational Rational Appeals
Product Popularity Appeal Stresses the brandrsquos popularity
News Appeals News announcement about the product
Favorable Price Appeal Makes price offer the dominant point
Competitive Advantage Appeal Makes comparisons to other brands
Feature Appeal Focus on dominant traits of the product
44
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Emotional Appeals
They relate to the customersrsquo social andor psychological needs for purchasing a product or service
Sometimes the feelings for a brand can be more important than the attributes of the product
Some of the emotions are
45
Integrated Marketing CommunicationsModule 4 Developing the IMC program
SafetySecurityFearLove AffectionHappiness JoyNostalgiaSentimentExcitementArousal
StimulationSorrow Grief
Pride Achievement
Accomplishment Self-esteem
EmbarrassmentActualization
Pleasure Ambition Comfort
46
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Status
Acceptance
Respect
Approval Affiliation
Belonging
Rejection Recognition
Embarrass-ment
Involvement
Social-BasedFeelings
47
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Transformational Advertisement
A lsquotransformational adrsquo is the one which associates the experience of using the brand with a unique set of psychological characteristics
48
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Richer
MoreExciting
Warmer
Feelings
Meanings
Images
Beliefs
MoreEnjoyable
It must make the product use experience
The ads create
49
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Combining rational and emotional appeals
Consumer purchase decisions are often made on the basis of both emotional and rational motives
Hence attention should be given to both in developing effective advertising
Consumers develop lsquoemotional bondingrsquo with the brands
Consumers also assign a lsquopersonalityrsquo to a brand Eg A brand may be thought of as aggressive adventurous self-assured etc
50
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Levels of relationships with brands
Emotions
Personality
Product Benefits
51
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Other types of Appeals
Reminder Advertising building brand awareness andor keeping the brand name in front of the customers
Advertisers introducing new products often use Teaser Advertising to build curiosity interest and excitement by talking about it but not actually showing it Also called mystery ads
Care should be taken not to stretch teaser ads for too long or they will loose their effectiveness
52
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Execution
Creative execution is the process by which the advertising appeal is presented
How you say is also as important in advertising as What you say
An advertising message can be presented or executed in numerous ways
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
22
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The creative process
Some advertising people say that creativity in advertising can achieve success if an organized approach is followed
James Webb Young has developed a five step model He believes that production of ideas is similar to production of some product
Ideas also run on an assembly line ie the mind runs a technique which can be learned and controlled
23
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Get raw material and data and immerse yourself in the problemImmersion
Take the information work it over wrestle with it in your mindDigestion
Turn the information over to the subconscious to do the workIncubation
ldquoEureka I have itrdquo phenomenonIllumination
Study the idea evaluate it reshape it for practical usefulnessVerification
24
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Youngrsquos process of creativity is similar to a four step approach outlined much earlier by English sociologist Graham Wallas
These models of the creative process are valuable to those working in the creative area of advertising
25
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Wallas creative process model
IncubationSetting Problem
Aside
PreparationGathering
InformationIllumination
Seeing theSolution
VerificationRefiningthe Idea
TheCreativeProcess
26
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Account Planning
To facilitate the creative process many agencies use account planning which involves conducting research and gathering all relevant information about a clientrsquos productservice brand consumers and target audience
All the research (both qualitative and quantitative) is carried out which is the input to the creative process
27
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process preparation incubation illumination
Back Ground Research Gathering relevant information from periodicals amp Magazine Brand Reports Studies
Some fact-finding techniques
Reading about the product or marketAsking designers engineers salespeople consumersListening to peopleUsing the product
Other sources from which data can be gathered eg Research agencies and Advertising associations
28
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ProductService Specific Research
This information comes in the form of specific studies conducted on product the target audience or both
Consumer research in the form of attitude studies market structure positioning studies perceptual mapping lifestyle research focus group interviews demographic and psychographic profiles of users etc are all examples of product specific researchBBDOrsquos problem DetectionDDBrsquos Psychographic analysis amp Brand Capital Report
29
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Qualitative Research
Focus group interviews give insight as to why and how consumers use a product or service
Ethnographic research observing consumers in their natural environment
Eg Ogilvy and Mather has a research unit called Discovery Group
30
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process Verification Revision
This stage evaluates ideas generated during the illumination stage rejects the inappropriate ones refines and polishes those that remain and gives them final expression
Consumers may be asked to evaluate the ad in the story board form
Story board may be converted into an animatic form and this can be evaluated
31
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Strategy Development
Advertising campaigns
A set of interrelated and coordinated marketing communications activities that center on a single theme or idea that appears in different media across a specific time period
The central idea or theme is the key for a successful ad campaign
32
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Company Campaign Theme
DeBeers Diamonds are foreverNike Just do itBMW The ultimate driving machineMiller Lite Tastes great less fillingWheaties Breakfast of champions
33
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Copy Platform
A document that specifies the basic elements of the creative strategy
Also known as creative platform work plan creative brief creative blueprint or creative contract It consists of the following
-Basic problem issue that advertising must address-Advertising and communications objectives-Target audience-Major selling idea-Campaign theme execution technique-Supporting information and requirements
34
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The search for a major selling idea
Some experts say that a campaign should have a big idea that attracts attention gets a reaction and sets the advertisers productservice apart from the competitors
Some of the best known approaches for this are
- Unique selling proposition- Creating a brand image- Finding the inherent drama- Positioning
35
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Unique selling proposition
A USP has the following three characteristics
-Each ad must say to the consumer what is the product benefit-Such a proposition should be unique that no competition can offer-The proposition should be strong enough to attract new customers to your brand
USP should have a sustainable competitive advantage that competitors cannot easily copy
36
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creating a brand image
The creative strategy is based on the development of a strong memorable identity for the brand through image advertising
The image of a brand creates an appeal to the product users It is especially more important when the competing brands are similar
Eg No Fear creates an image representing the outer limits of human performance
37
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Finding the inherent drama
Coined by Leo Burnett inherent drama refers to the foundation of consumer benefits with an emphasis on the dramatic element in expressing those benefits
Burnett advocated a down-home type of advertising that presents the message in a warm and realistic way
38
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Positioning
The basic idea is that advertising is used to establish or lsquopositionrsquo the product or service in a particular place in the consumerrsquos mind
Products can be positioned on the basis of product attributes price quality usage or application product users or product class
39
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative StrategyImplementation and Evaluation
40
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Previous section described WHAT the advertising message should communicate
This section focuses on HOW the message will be executed
Two basic concepts are Appeals and Execution Styles
41
Integrated Marketing CommunicationsModule 4 Developing the IMC program
To influence consumer feelings toward a product service or cause
The approach used to attract the attention of consumers
The way an appeal is turned into an advertising message
The way the message is presented to the consumer
AdvertisingAppeals
ExecutionStyle
42
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Appeal
It refers to the approach used to attract the attention of the consumers andor to influence their feelings toward the product service or cause
It is something that moves people speaks to their wants or needs and excites their interest The different appeals are
- Informationalrational appeals- Emotional appeals- Combining rational and emotional appeals- Other types of appeals
43
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Informational Rational Appeals
Product Popularity Appeal Stresses the brandrsquos popularity
News Appeals News announcement about the product
Favorable Price Appeal Makes price offer the dominant point
Competitive Advantage Appeal Makes comparisons to other brands
Feature Appeal Focus on dominant traits of the product
44
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Emotional Appeals
They relate to the customersrsquo social andor psychological needs for purchasing a product or service
Sometimes the feelings for a brand can be more important than the attributes of the product
Some of the emotions are
45
Integrated Marketing CommunicationsModule 4 Developing the IMC program
SafetySecurityFearLove AffectionHappiness JoyNostalgiaSentimentExcitementArousal
StimulationSorrow Grief
Pride Achievement
Accomplishment Self-esteem
EmbarrassmentActualization
Pleasure Ambition Comfort
46
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Status
Acceptance
Respect
Approval Affiliation
Belonging
Rejection Recognition
Embarrass-ment
Involvement
Social-BasedFeelings
47
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Transformational Advertisement
A lsquotransformational adrsquo is the one which associates the experience of using the brand with a unique set of psychological characteristics
48
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Richer
MoreExciting
Warmer
Feelings
Meanings
Images
Beliefs
MoreEnjoyable
It must make the product use experience
The ads create
49
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Combining rational and emotional appeals
Consumer purchase decisions are often made on the basis of both emotional and rational motives
Hence attention should be given to both in developing effective advertising
Consumers develop lsquoemotional bondingrsquo with the brands
Consumers also assign a lsquopersonalityrsquo to a brand Eg A brand may be thought of as aggressive adventurous self-assured etc
50
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Levels of relationships with brands
Emotions
Personality
Product Benefits
51
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Other types of Appeals
Reminder Advertising building brand awareness andor keeping the brand name in front of the customers
Advertisers introducing new products often use Teaser Advertising to build curiosity interest and excitement by talking about it but not actually showing it Also called mystery ads
Care should be taken not to stretch teaser ads for too long or they will loose their effectiveness
52
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Execution
Creative execution is the process by which the advertising appeal is presented
How you say is also as important in advertising as What you say
An advertising message can be presented or executed in numerous ways
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
23
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Get raw material and data and immerse yourself in the problemImmersion
Take the information work it over wrestle with it in your mindDigestion
Turn the information over to the subconscious to do the workIncubation
ldquoEureka I have itrdquo phenomenonIllumination
Study the idea evaluate it reshape it for practical usefulnessVerification
24
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Youngrsquos process of creativity is similar to a four step approach outlined much earlier by English sociologist Graham Wallas
These models of the creative process are valuable to those working in the creative area of advertising
25
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Wallas creative process model
IncubationSetting Problem
Aside
PreparationGathering
InformationIllumination
Seeing theSolution
VerificationRefiningthe Idea
TheCreativeProcess
26
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Account Planning
To facilitate the creative process many agencies use account planning which involves conducting research and gathering all relevant information about a clientrsquos productservice brand consumers and target audience
All the research (both qualitative and quantitative) is carried out which is the input to the creative process
27
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process preparation incubation illumination
Back Ground Research Gathering relevant information from periodicals amp Magazine Brand Reports Studies
Some fact-finding techniques
Reading about the product or marketAsking designers engineers salespeople consumersListening to peopleUsing the product
Other sources from which data can be gathered eg Research agencies and Advertising associations
28
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ProductService Specific Research
This information comes in the form of specific studies conducted on product the target audience or both
Consumer research in the form of attitude studies market structure positioning studies perceptual mapping lifestyle research focus group interviews demographic and psychographic profiles of users etc are all examples of product specific researchBBDOrsquos problem DetectionDDBrsquos Psychographic analysis amp Brand Capital Report
29
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Qualitative Research
Focus group interviews give insight as to why and how consumers use a product or service
Ethnographic research observing consumers in their natural environment
Eg Ogilvy and Mather has a research unit called Discovery Group
30
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process Verification Revision
This stage evaluates ideas generated during the illumination stage rejects the inappropriate ones refines and polishes those that remain and gives them final expression
Consumers may be asked to evaluate the ad in the story board form
Story board may be converted into an animatic form and this can be evaluated
31
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Strategy Development
Advertising campaigns
A set of interrelated and coordinated marketing communications activities that center on a single theme or idea that appears in different media across a specific time period
The central idea or theme is the key for a successful ad campaign
32
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Company Campaign Theme
DeBeers Diamonds are foreverNike Just do itBMW The ultimate driving machineMiller Lite Tastes great less fillingWheaties Breakfast of champions
33
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Copy Platform
A document that specifies the basic elements of the creative strategy
Also known as creative platform work plan creative brief creative blueprint or creative contract It consists of the following
-Basic problem issue that advertising must address-Advertising and communications objectives-Target audience-Major selling idea-Campaign theme execution technique-Supporting information and requirements
34
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The search for a major selling idea
Some experts say that a campaign should have a big idea that attracts attention gets a reaction and sets the advertisers productservice apart from the competitors
Some of the best known approaches for this are
- Unique selling proposition- Creating a brand image- Finding the inherent drama- Positioning
35
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Unique selling proposition
A USP has the following three characteristics
-Each ad must say to the consumer what is the product benefit-Such a proposition should be unique that no competition can offer-The proposition should be strong enough to attract new customers to your brand
USP should have a sustainable competitive advantage that competitors cannot easily copy
36
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creating a brand image
The creative strategy is based on the development of a strong memorable identity for the brand through image advertising
The image of a brand creates an appeal to the product users It is especially more important when the competing brands are similar
Eg No Fear creates an image representing the outer limits of human performance
37
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Finding the inherent drama
Coined by Leo Burnett inherent drama refers to the foundation of consumer benefits with an emphasis on the dramatic element in expressing those benefits
Burnett advocated a down-home type of advertising that presents the message in a warm and realistic way
38
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Positioning
The basic idea is that advertising is used to establish or lsquopositionrsquo the product or service in a particular place in the consumerrsquos mind
Products can be positioned on the basis of product attributes price quality usage or application product users or product class
39
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative StrategyImplementation and Evaluation
40
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Previous section described WHAT the advertising message should communicate
This section focuses on HOW the message will be executed
Two basic concepts are Appeals and Execution Styles
41
Integrated Marketing CommunicationsModule 4 Developing the IMC program
To influence consumer feelings toward a product service or cause
The approach used to attract the attention of consumers
The way an appeal is turned into an advertising message
The way the message is presented to the consumer
AdvertisingAppeals
ExecutionStyle
42
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Appeal
It refers to the approach used to attract the attention of the consumers andor to influence their feelings toward the product service or cause
It is something that moves people speaks to their wants or needs and excites their interest The different appeals are
- Informationalrational appeals- Emotional appeals- Combining rational and emotional appeals- Other types of appeals
43
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Informational Rational Appeals
Product Popularity Appeal Stresses the brandrsquos popularity
News Appeals News announcement about the product
Favorable Price Appeal Makes price offer the dominant point
Competitive Advantage Appeal Makes comparisons to other brands
Feature Appeal Focus on dominant traits of the product
44
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Emotional Appeals
They relate to the customersrsquo social andor psychological needs for purchasing a product or service
Sometimes the feelings for a brand can be more important than the attributes of the product
Some of the emotions are
45
Integrated Marketing CommunicationsModule 4 Developing the IMC program
SafetySecurityFearLove AffectionHappiness JoyNostalgiaSentimentExcitementArousal
StimulationSorrow Grief
Pride Achievement
Accomplishment Self-esteem
EmbarrassmentActualization
Pleasure Ambition Comfort
46
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Status
Acceptance
Respect
Approval Affiliation
Belonging
Rejection Recognition
Embarrass-ment
Involvement
Social-BasedFeelings
47
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Transformational Advertisement
A lsquotransformational adrsquo is the one which associates the experience of using the brand with a unique set of psychological characteristics
48
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Richer
MoreExciting
Warmer
Feelings
Meanings
Images
Beliefs
MoreEnjoyable
It must make the product use experience
The ads create
49
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Combining rational and emotional appeals
Consumer purchase decisions are often made on the basis of both emotional and rational motives
Hence attention should be given to both in developing effective advertising
Consumers develop lsquoemotional bondingrsquo with the brands
Consumers also assign a lsquopersonalityrsquo to a brand Eg A brand may be thought of as aggressive adventurous self-assured etc
50
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Levels of relationships with brands
Emotions
Personality
Product Benefits
51
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Other types of Appeals
Reminder Advertising building brand awareness andor keeping the brand name in front of the customers
Advertisers introducing new products often use Teaser Advertising to build curiosity interest and excitement by talking about it but not actually showing it Also called mystery ads
Care should be taken not to stretch teaser ads for too long or they will loose their effectiveness
52
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Execution
Creative execution is the process by which the advertising appeal is presented
How you say is also as important in advertising as What you say
An advertising message can be presented or executed in numerous ways
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
24
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Youngrsquos process of creativity is similar to a four step approach outlined much earlier by English sociologist Graham Wallas
These models of the creative process are valuable to those working in the creative area of advertising
25
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Wallas creative process model
IncubationSetting Problem
Aside
PreparationGathering
InformationIllumination
Seeing theSolution
VerificationRefiningthe Idea
TheCreativeProcess
26
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Account Planning
To facilitate the creative process many agencies use account planning which involves conducting research and gathering all relevant information about a clientrsquos productservice brand consumers and target audience
All the research (both qualitative and quantitative) is carried out which is the input to the creative process
27
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process preparation incubation illumination
Back Ground Research Gathering relevant information from periodicals amp Magazine Brand Reports Studies
Some fact-finding techniques
Reading about the product or marketAsking designers engineers salespeople consumersListening to peopleUsing the product
Other sources from which data can be gathered eg Research agencies and Advertising associations
28
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ProductService Specific Research
This information comes in the form of specific studies conducted on product the target audience or both
Consumer research in the form of attitude studies market structure positioning studies perceptual mapping lifestyle research focus group interviews demographic and psychographic profiles of users etc are all examples of product specific researchBBDOrsquos problem DetectionDDBrsquos Psychographic analysis amp Brand Capital Report
29
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Qualitative Research
Focus group interviews give insight as to why and how consumers use a product or service
Ethnographic research observing consumers in their natural environment
Eg Ogilvy and Mather has a research unit called Discovery Group
30
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process Verification Revision
This stage evaluates ideas generated during the illumination stage rejects the inappropriate ones refines and polishes those that remain and gives them final expression
Consumers may be asked to evaluate the ad in the story board form
Story board may be converted into an animatic form and this can be evaluated
31
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Strategy Development
Advertising campaigns
A set of interrelated and coordinated marketing communications activities that center on a single theme or idea that appears in different media across a specific time period
The central idea or theme is the key for a successful ad campaign
32
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Company Campaign Theme
DeBeers Diamonds are foreverNike Just do itBMW The ultimate driving machineMiller Lite Tastes great less fillingWheaties Breakfast of champions
33
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Copy Platform
A document that specifies the basic elements of the creative strategy
Also known as creative platform work plan creative brief creative blueprint or creative contract It consists of the following
-Basic problem issue that advertising must address-Advertising and communications objectives-Target audience-Major selling idea-Campaign theme execution technique-Supporting information and requirements
34
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The search for a major selling idea
Some experts say that a campaign should have a big idea that attracts attention gets a reaction and sets the advertisers productservice apart from the competitors
Some of the best known approaches for this are
- Unique selling proposition- Creating a brand image- Finding the inherent drama- Positioning
35
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Unique selling proposition
A USP has the following three characteristics
-Each ad must say to the consumer what is the product benefit-Such a proposition should be unique that no competition can offer-The proposition should be strong enough to attract new customers to your brand
USP should have a sustainable competitive advantage that competitors cannot easily copy
36
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creating a brand image
The creative strategy is based on the development of a strong memorable identity for the brand through image advertising
The image of a brand creates an appeal to the product users It is especially more important when the competing brands are similar
Eg No Fear creates an image representing the outer limits of human performance
37
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Finding the inherent drama
Coined by Leo Burnett inherent drama refers to the foundation of consumer benefits with an emphasis on the dramatic element in expressing those benefits
Burnett advocated a down-home type of advertising that presents the message in a warm and realistic way
38
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Positioning
The basic idea is that advertising is used to establish or lsquopositionrsquo the product or service in a particular place in the consumerrsquos mind
Products can be positioned on the basis of product attributes price quality usage or application product users or product class
39
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative StrategyImplementation and Evaluation
40
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Previous section described WHAT the advertising message should communicate
This section focuses on HOW the message will be executed
Two basic concepts are Appeals and Execution Styles
41
Integrated Marketing CommunicationsModule 4 Developing the IMC program
To influence consumer feelings toward a product service or cause
The approach used to attract the attention of consumers
The way an appeal is turned into an advertising message
The way the message is presented to the consumer
AdvertisingAppeals
ExecutionStyle
42
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Appeal
It refers to the approach used to attract the attention of the consumers andor to influence their feelings toward the product service or cause
It is something that moves people speaks to their wants or needs and excites their interest The different appeals are
- Informationalrational appeals- Emotional appeals- Combining rational and emotional appeals- Other types of appeals
43
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Informational Rational Appeals
Product Popularity Appeal Stresses the brandrsquos popularity
News Appeals News announcement about the product
Favorable Price Appeal Makes price offer the dominant point
Competitive Advantage Appeal Makes comparisons to other brands
Feature Appeal Focus on dominant traits of the product
44
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Emotional Appeals
They relate to the customersrsquo social andor psychological needs for purchasing a product or service
Sometimes the feelings for a brand can be more important than the attributes of the product
Some of the emotions are
45
Integrated Marketing CommunicationsModule 4 Developing the IMC program
SafetySecurityFearLove AffectionHappiness JoyNostalgiaSentimentExcitementArousal
StimulationSorrow Grief
Pride Achievement
Accomplishment Self-esteem
EmbarrassmentActualization
Pleasure Ambition Comfort
46
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Status
Acceptance
Respect
Approval Affiliation
Belonging
Rejection Recognition
Embarrass-ment
Involvement
Social-BasedFeelings
47
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Transformational Advertisement
A lsquotransformational adrsquo is the one which associates the experience of using the brand with a unique set of psychological characteristics
48
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Richer
MoreExciting
Warmer
Feelings
Meanings
Images
Beliefs
MoreEnjoyable
It must make the product use experience
The ads create
49
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Combining rational and emotional appeals
Consumer purchase decisions are often made on the basis of both emotional and rational motives
Hence attention should be given to both in developing effective advertising
Consumers develop lsquoemotional bondingrsquo with the brands
Consumers also assign a lsquopersonalityrsquo to a brand Eg A brand may be thought of as aggressive adventurous self-assured etc
50
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Levels of relationships with brands
Emotions
Personality
Product Benefits
51
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Other types of Appeals
Reminder Advertising building brand awareness andor keeping the brand name in front of the customers
Advertisers introducing new products often use Teaser Advertising to build curiosity interest and excitement by talking about it but not actually showing it Also called mystery ads
Care should be taken not to stretch teaser ads for too long or they will loose their effectiveness
52
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Execution
Creative execution is the process by which the advertising appeal is presented
How you say is also as important in advertising as What you say
An advertising message can be presented or executed in numerous ways
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
25
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Wallas creative process model
IncubationSetting Problem
Aside
PreparationGathering
InformationIllumination
Seeing theSolution
VerificationRefiningthe Idea
TheCreativeProcess
26
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Account Planning
To facilitate the creative process many agencies use account planning which involves conducting research and gathering all relevant information about a clientrsquos productservice brand consumers and target audience
All the research (both qualitative and quantitative) is carried out which is the input to the creative process
27
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process preparation incubation illumination
Back Ground Research Gathering relevant information from periodicals amp Magazine Brand Reports Studies
Some fact-finding techniques
Reading about the product or marketAsking designers engineers salespeople consumersListening to peopleUsing the product
Other sources from which data can be gathered eg Research agencies and Advertising associations
28
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ProductService Specific Research
This information comes in the form of specific studies conducted on product the target audience or both
Consumer research in the form of attitude studies market structure positioning studies perceptual mapping lifestyle research focus group interviews demographic and psychographic profiles of users etc are all examples of product specific researchBBDOrsquos problem DetectionDDBrsquos Psychographic analysis amp Brand Capital Report
29
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Qualitative Research
Focus group interviews give insight as to why and how consumers use a product or service
Ethnographic research observing consumers in their natural environment
Eg Ogilvy and Mather has a research unit called Discovery Group
30
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process Verification Revision
This stage evaluates ideas generated during the illumination stage rejects the inappropriate ones refines and polishes those that remain and gives them final expression
Consumers may be asked to evaluate the ad in the story board form
Story board may be converted into an animatic form and this can be evaluated
31
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Strategy Development
Advertising campaigns
A set of interrelated and coordinated marketing communications activities that center on a single theme or idea that appears in different media across a specific time period
The central idea or theme is the key for a successful ad campaign
32
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Company Campaign Theme
DeBeers Diamonds are foreverNike Just do itBMW The ultimate driving machineMiller Lite Tastes great less fillingWheaties Breakfast of champions
33
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Copy Platform
A document that specifies the basic elements of the creative strategy
Also known as creative platform work plan creative brief creative blueprint or creative contract It consists of the following
-Basic problem issue that advertising must address-Advertising and communications objectives-Target audience-Major selling idea-Campaign theme execution technique-Supporting information and requirements
34
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The search for a major selling idea
Some experts say that a campaign should have a big idea that attracts attention gets a reaction and sets the advertisers productservice apart from the competitors
Some of the best known approaches for this are
- Unique selling proposition- Creating a brand image- Finding the inherent drama- Positioning
35
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Unique selling proposition
A USP has the following three characteristics
-Each ad must say to the consumer what is the product benefit-Such a proposition should be unique that no competition can offer-The proposition should be strong enough to attract new customers to your brand
USP should have a sustainable competitive advantage that competitors cannot easily copy
36
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creating a brand image
The creative strategy is based on the development of a strong memorable identity for the brand through image advertising
The image of a brand creates an appeal to the product users It is especially more important when the competing brands are similar
Eg No Fear creates an image representing the outer limits of human performance
37
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Finding the inherent drama
Coined by Leo Burnett inherent drama refers to the foundation of consumer benefits with an emphasis on the dramatic element in expressing those benefits
Burnett advocated a down-home type of advertising that presents the message in a warm and realistic way
38
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Positioning
The basic idea is that advertising is used to establish or lsquopositionrsquo the product or service in a particular place in the consumerrsquos mind
Products can be positioned on the basis of product attributes price quality usage or application product users or product class
39
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative StrategyImplementation and Evaluation
40
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Previous section described WHAT the advertising message should communicate
This section focuses on HOW the message will be executed
Two basic concepts are Appeals and Execution Styles
41
Integrated Marketing CommunicationsModule 4 Developing the IMC program
To influence consumer feelings toward a product service or cause
The approach used to attract the attention of consumers
The way an appeal is turned into an advertising message
The way the message is presented to the consumer
AdvertisingAppeals
ExecutionStyle
42
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Appeal
It refers to the approach used to attract the attention of the consumers andor to influence their feelings toward the product service or cause
It is something that moves people speaks to their wants or needs and excites their interest The different appeals are
- Informationalrational appeals- Emotional appeals- Combining rational and emotional appeals- Other types of appeals
43
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Informational Rational Appeals
Product Popularity Appeal Stresses the brandrsquos popularity
News Appeals News announcement about the product
Favorable Price Appeal Makes price offer the dominant point
Competitive Advantage Appeal Makes comparisons to other brands
Feature Appeal Focus on dominant traits of the product
44
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Emotional Appeals
They relate to the customersrsquo social andor psychological needs for purchasing a product or service
Sometimes the feelings for a brand can be more important than the attributes of the product
Some of the emotions are
45
Integrated Marketing CommunicationsModule 4 Developing the IMC program
SafetySecurityFearLove AffectionHappiness JoyNostalgiaSentimentExcitementArousal
StimulationSorrow Grief
Pride Achievement
Accomplishment Self-esteem
EmbarrassmentActualization
Pleasure Ambition Comfort
46
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Status
Acceptance
Respect
Approval Affiliation
Belonging
Rejection Recognition
Embarrass-ment
Involvement
Social-BasedFeelings
47
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Transformational Advertisement
A lsquotransformational adrsquo is the one which associates the experience of using the brand with a unique set of psychological characteristics
48
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Richer
MoreExciting
Warmer
Feelings
Meanings
Images
Beliefs
MoreEnjoyable
It must make the product use experience
The ads create
49
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Combining rational and emotional appeals
Consumer purchase decisions are often made on the basis of both emotional and rational motives
Hence attention should be given to both in developing effective advertising
Consumers develop lsquoemotional bondingrsquo with the brands
Consumers also assign a lsquopersonalityrsquo to a brand Eg A brand may be thought of as aggressive adventurous self-assured etc
50
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Levels of relationships with brands
Emotions
Personality
Product Benefits
51
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Other types of Appeals
Reminder Advertising building brand awareness andor keeping the brand name in front of the customers
Advertisers introducing new products often use Teaser Advertising to build curiosity interest and excitement by talking about it but not actually showing it Also called mystery ads
Care should be taken not to stretch teaser ads for too long or they will loose their effectiveness
52
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Execution
Creative execution is the process by which the advertising appeal is presented
How you say is also as important in advertising as What you say
An advertising message can be presented or executed in numerous ways
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
26
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Account Planning
To facilitate the creative process many agencies use account planning which involves conducting research and gathering all relevant information about a clientrsquos productservice brand consumers and target audience
All the research (both qualitative and quantitative) is carried out which is the input to the creative process
27
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process preparation incubation illumination
Back Ground Research Gathering relevant information from periodicals amp Magazine Brand Reports Studies
Some fact-finding techniques
Reading about the product or marketAsking designers engineers salespeople consumersListening to peopleUsing the product
Other sources from which data can be gathered eg Research agencies and Advertising associations
28
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ProductService Specific Research
This information comes in the form of specific studies conducted on product the target audience or both
Consumer research in the form of attitude studies market structure positioning studies perceptual mapping lifestyle research focus group interviews demographic and psychographic profiles of users etc are all examples of product specific researchBBDOrsquos problem DetectionDDBrsquos Psychographic analysis amp Brand Capital Report
29
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Qualitative Research
Focus group interviews give insight as to why and how consumers use a product or service
Ethnographic research observing consumers in their natural environment
Eg Ogilvy and Mather has a research unit called Discovery Group
30
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process Verification Revision
This stage evaluates ideas generated during the illumination stage rejects the inappropriate ones refines and polishes those that remain and gives them final expression
Consumers may be asked to evaluate the ad in the story board form
Story board may be converted into an animatic form and this can be evaluated
31
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Strategy Development
Advertising campaigns
A set of interrelated and coordinated marketing communications activities that center on a single theme or idea that appears in different media across a specific time period
The central idea or theme is the key for a successful ad campaign
32
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Company Campaign Theme
DeBeers Diamonds are foreverNike Just do itBMW The ultimate driving machineMiller Lite Tastes great less fillingWheaties Breakfast of champions
33
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Copy Platform
A document that specifies the basic elements of the creative strategy
Also known as creative platform work plan creative brief creative blueprint or creative contract It consists of the following
-Basic problem issue that advertising must address-Advertising and communications objectives-Target audience-Major selling idea-Campaign theme execution technique-Supporting information and requirements
34
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The search for a major selling idea
Some experts say that a campaign should have a big idea that attracts attention gets a reaction and sets the advertisers productservice apart from the competitors
Some of the best known approaches for this are
- Unique selling proposition- Creating a brand image- Finding the inherent drama- Positioning
35
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Unique selling proposition
A USP has the following three characteristics
-Each ad must say to the consumer what is the product benefit-Such a proposition should be unique that no competition can offer-The proposition should be strong enough to attract new customers to your brand
USP should have a sustainable competitive advantage that competitors cannot easily copy
36
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creating a brand image
The creative strategy is based on the development of a strong memorable identity for the brand through image advertising
The image of a brand creates an appeal to the product users It is especially more important when the competing brands are similar
Eg No Fear creates an image representing the outer limits of human performance
37
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Finding the inherent drama
Coined by Leo Burnett inherent drama refers to the foundation of consumer benefits with an emphasis on the dramatic element in expressing those benefits
Burnett advocated a down-home type of advertising that presents the message in a warm and realistic way
38
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Positioning
The basic idea is that advertising is used to establish or lsquopositionrsquo the product or service in a particular place in the consumerrsquos mind
Products can be positioned on the basis of product attributes price quality usage or application product users or product class
39
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative StrategyImplementation and Evaluation
40
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Previous section described WHAT the advertising message should communicate
This section focuses on HOW the message will be executed
Two basic concepts are Appeals and Execution Styles
41
Integrated Marketing CommunicationsModule 4 Developing the IMC program
To influence consumer feelings toward a product service or cause
The approach used to attract the attention of consumers
The way an appeal is turned into an advertising message
The way the message is presented to the consumer
AdvertisingAppeals
ExecutionStyle
42
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Appeal
It refers to the approach used to attract the attention of the consumers andor to influence their feelings toward the product service or cause
It is something that moves people speaks to their wants or needs and excites their interest The different appeals are
- Informationalrational appeals- Emotional appeals- Combining rational and emotional appeals- Other types of appeals
43
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Informational Rational Appeals
Product Popularity Appeal Stresses the brandrsquos popularity
News Appeals News announcement about the product
Favorable Price Appeal Makes price offer the dominant point
Competitive Advantage Appeal Makes comparisons to other brands
Feature Appeal Focus on dominant traits of the product
44
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Emotional Appeals
They relate to the customersrsquo social andor psychological needs for purchasing a product or service
Sometimes the feelings for a brand can be more important than the attributes of the product
Some of the emotions are
45
Integrated Marketing CommunicationsModule 4 Developing the IMC program
SafetySecurityFearLove AffectionHappiness JoyNostalgiaSentimentExcitementArousal
StimulationSorrow Grief
Pride Achievement
Accomplishment Self-esteem
EmbarrassmentActualization
Pleasure Ambition Comfort
46
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Status
Acceptance
Respect
Approval Affiliation
Belonging
Rejection Recognition
Embarrass-ment
Involvement
Social-BasedFeelings
47
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Transformational Advertisement
A lsquotransformational adrsquo is the one which associates the experience of using the brand with a unique set of psychological characteristics
48
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Richer
MoreExciting
Warmer
Feelings
Meanings
Images
Beliefs
MoreEnjoyable
It must make the product use experience
The ads create
49
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Combining rational and emotional appeals
Consumer purchase decisions are often made on the basis of both emotional and rational motives
Hence attention should be given to both in developing effective advertising
Consumers develop lsquoemotional bondingrsquo with the brands
Consumers also assign a lsquopersonalityrsquo to a brand Eg A brand may be thought of as aggressive adventurous self-assured etc
50
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Levels of relationships with brands
Emotions
Personality
Product Benefits
51
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Other types of Appeals
Reminder Advertising building brand awareness andor keeping the brand name in front of the customers
Advertisers introducing new products often use Teaser Advertising to build curiosity interest and excitement by talking about it but not actually showing it Also called mystery ads
Care should be taken not to stretch teaser ads for too long or they will loose their effectiveness
52
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Execution
Creative execution is the process by which the advertising appeal is presented
How you say is also as important in advertising as What you say
An advertising message can be presented or executed in numerous ways
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
27
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process preparation incubation illumination
Back Ground Research Gathering relevant information from periodicals amp Magazine Brand Reports Studies
Some fact-finding techniques
Reading about the product or marketAsking designers engineers salespeople consumersListening to peopleUsing the product
Other sources from which data can be gathered eg Research agencies and Advertising associations
28
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ProductService Specific Research
This information comes in the form of specific studies conducted on product the target audience or both
Consumer research in the form of attitude studies market structure positioning studies perceptual mapping lifestyle research focus group interviews demographic and psychographic profiles of users etc are all examples of product specific researchBBDOrsquos problem DetectionDDBrsquos Psychographic analysis amp Brand Capital Report
29
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Qualitative Research
Focus group interviews give insight as to why and how consumers use a product or service
Ethnographic research observing consumers in their natural environment
Eg Ogilvy and Mather has a research unit called Discovery Group
30
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process Verification Revision
This stage evaluates ideas generated during the illumination stage rejects the inappropriate ones refines and polishes those that remain and gives them final expression
Consumers may be asked to evaluate the ad in the story board form
Story board may be converted into an animatic form and this can be evaluated
31
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Strategy Development
Advertising campaigns
A set of interrelated and coordinated marketing communications activities that center on a single theme or idea that appears in different media across a specific time period
The central idea or theme is the key for a successful ad campaign
32
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Company Campaign Theme
DeBeers Diamonds are foreverNike Just do itBMW The ultimate driving machineMiller Lite Tastes great less fillingWheaties Breakfast of champions
33
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Copy Platform
A document that specifies the basic elements of the creative strategy
Also known as creative platform work plan creative brief creative blueprint or creative contract It consists of the following
-Basic problem issue that advertising must address-Advertising and communications objectives-Target audience-Major selling idea-Campaign theme execution technique-Supporting information and requirements
34
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The search for a major selling idea
Some experts say that a campaign should have a big idea that attracts attention gets a reaction and sets the advertisers productservice apart from the competitors
Some of the best known approaches for this are
- Unique selling proposition- Creating a brand image- Finding the inherent drama- Positioning
35
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Unique selling proposition
A USP has the following three characteristics
-Each ad must say to the consumer what is the product benefit-Such a proposition should be unique that no competition can offer-The proposition should be strong enough to attract new customers to your brand
USP should have a sustainable competitive advantage that competitors cannot easily copy
36
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creating a brand image
The creative strategy is based on the development of a strong memorable identity for the brand through image advertising
The image of a brand creates an appeal to the product users It is especially more important when the competing brands are similar
Eg No Fear creates an image representing the outer limits of human performance
37
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Finding the inherent drama
Coined by Leo Burnett inherent drama refers to the foundation of consumer benefits with an emphasis on the dramatic element in expressing those benefits
Burnett advocated a down-home type of advertising that presents the message in a warm and realistic way
38
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Positioning
The basic idea is that advertising is used to establish or lsquopositionrsquo the product or service in a particular place in the consumerrsquos mind
Products can be positioned on the basis of product attributes price quality usage or application product users or product class
39
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative StrategyImplementation and Evaluation
40
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Previous section described WHAT the advertising message should communicate
This section focuses on HOW the message will be executed
Two basic concepts are Appeals and Execution Styles
41
Integrated Marketing CommunicationsModule 4 Developing the IMC program
To influence consumer feelings toward a product service or cause
The approach used to attract the attention of consumers
The way an appeal is turned into an advertising message
The way the message is presented to the consumer
AdvertisingAppeals
ExecutionStyle
42
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Appeal
It refers to the approach used to attract the attention of the consumers andor to influence their feelings toward the product service or cause
It is something that moves people speaks to their wants or needs and excites their interest The different appeals are
- Informationalrational appeals- Emotional appeals- Combining rational and emotional appeals- Other types of appeals
43
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Informational Rational Appeals
Product Popularity Appeal Stresses the brandrsquos popularity
News Appeals News announcement about the product
Favorable Price Appeal Makes price offer the dominant point
Competitive Advantage Appeal Makes comparisons to other brands
Feature Appeal Focus on dominant traits of the product
44
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Emotional Appeals
They relate to the customersrsquo social andor psychological needs for purchasing a product or service
Sometimes the feelings for a brand can be more important than the attributes of the product
Some of the emotions are
45
Integrated Marketing CommunicationsModule 4 Developing the IMC program
SafetySecurityFearLove AffectionHappiness JoyNostalgiaSentimentExcitementArousal
StimulationSorrow Grief
Pride Achievement
Accomplishment Self-esteem
EmbarrassmentActualization
Pleasure Ambition Comfort
46
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Status
Acceptance
Respect
Approval Affiliation
Belonging
Rejection Recognition
Embarrass-ment
Involvement
Social-BasedFeelings
47
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Transformational Advertisement
A lsquotransformational adrsquo is the one which associates the experience of using the brand with a unique set of psychological characteristics
48
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Richer
MoreExciting
Warmer
Feelings
Meanings
Images
Beliefs
MoreEnjoyable
It must make the product use experience
The ads create
49
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Combining rational and emotional appeals
Consumer purchase decisions are often made on the basis of both emotional and rational motives
Hence attention should be given to both in developing effective advertising
Consumers develop lsquoemotional bondingrsquo with the brands
Consumers also assign a lsquopersonalityrsquo to a brand Eg A brand may be thought of as aggressive adventurous self-assured etc
50
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Levels of relationships with brands
Emotions
Personality
Product Benefits
51
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Other types of Appeals
Reminder Advertising building brand awareness andor keeping the brand name in front of the customers
Advertisers introducing new products often use Teaser Advertising to build curiosity interest and excitement by talking about it but not actually showing it Also called mystery ads
Care should be taken not to stretch teaser ads for too long or they will loose their effectiveness
52
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Execution
Creative execution is the process by which the advertising appeal is presented
How you say is also as important in advertising as What you say
An advertising message can be presented or executed in numerous ways
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
28
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ProductService Specific Research
This information comes in the form of specific studies conducted on product the target audience or both
Consumer research in the form of attitude studies market structure positioning studies perceptual mapping lifestyle research focus group interviews demographic and psychographic profiles of users etc are all examples of product specific researchBBDOrsquos problem DetectionDDBrsquos Psychographic analysis amp Brand Capital Report
29
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Qualitative Research
Focus group interviews give insight as to why and how consumers use a product or service
Ethnographic research observing consumers in their natural environment
Eg Ogilvy and Mather has a research unit called Discovery Group
30
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process Verification Revision
This stage evaluates ideas generated during the illumination stage rejects the inappropriate ones refines and polishes those that remain and gives them final expression
Consumers may be asked to evaluate the ad in the story board form
Story board may be converted into an animatic form and this can be evaluated
31
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Strategy Development
Advertising campaigns
A set of interrelated and coordinated marketing communications activities that center on a single theme or idea that appears in different media across a specific time period
The central idea or theme is the key for a successful ad campaign
32
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Company Campaign Theme
DeBeers Diamonds are foreverNike Just do itBMW The ultimate driving machineMiller Lite Tastes great less fillingWheaties Breakfast of champions
33
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Copy Platform
A document that specifies the basic elements of the creative strategy
Also known as creative platform work plan creative brief creative blueprint or creative contract It consists of the following
-Basic problem issue that advertising must address-Advertising and communications objectives-Target audience-Major selling idea-Campaign theme execution technique-Supporting information and requirements
34
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The search for a major selling idea
Some experts say that a campaign should have a big idea that attracts attention gets a reaction and sets the advertisers productservice apart from the competitors
Some of the best known approaches for this are
- Unique selling proposition- Creating a brand image- Finding the inherent drama- Positioning
35
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Unique selling proposition
A USP has the following three characteristics
-Each ad must say to the consumer what is the product benefit-Such a proposition should be unique that no competition can offer-The proposition should be strong enough to attract new customers to your brand
USP should have a sustainable competitive advantage that competitors cannot easily copy
36
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creating a brand image
The creative strategy is based on the development of a strong memorable identity for the brand through image advertising
The image of a brand creates an appeal to the product users It is especially more important when the competing brands are similar
Eg No Fear creates an image representing the outer limits of human performance
37
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Finding the inherent drama
Coined by Leo Burnett inherent drama refers to the foundation of consumer benefits with an emphasis on the dramatic element in expressing those benefits
Burnett advocated a down-home type of advertising that presents the message in a warm and realistic way
38
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Positioning
The basic idea is that advertising is used to establish or lsquopositionrsquo the product or service in a particular place in the consumerrsquos mind
Products can be positioned on the basis of product attributes price quality usage or application product users or product class
39
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative StrategyImplementation and Evaluation
40
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Previous section described WHAT the advertising message should communicate
This section focuses on HOW the message will be executed
Two basic concepts are Appeals and Execution Styles
41
Integrated Marketing CommunicationsModule 4 Developing the IMC program
To influence consumer feelings toward a product service or cause
The approach used to attract the attention of consumers
The way an appeal is turned into an advertising message
The way the message is presented to the consumer
AdvertisingAppeals
ExecutionStyle
42
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Appeal
It refers to the approach used to attract the attention of the consumers andor to influence their feelings toward the product service or cause
It is something that moves people speaks to their wants or needs and excites their interest The different appeals are
- Informationalrational appeals- Emotional appeals- Combining rational and emotional appeals- Other types of appeals
43
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Informational Rational Appeals
Product Popularity Appeal Stresses the brandrsquos popularity
News Appeals News announcement about the product
Favorable Price Appeal Makes price offer the dominant point
Competitive Advantage Appeal Makes comparisons to other brands
Feature Appeal Focus on dominant traits of the product
44
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Emotional Appeals
They relate to the customersrsquo social andor psychological needs for purchasing a product or service
Sometimes the feelings for a brand can be more important than the attributes of the product
Some of the emotions are
45
Integrated Marketing CommunicationsModule 4 Developing the IMC program
SafetySecurityFearLove AffectionHappiness JoyNostalgiaSentimentExcitementArousal
StimulationSorrow Grief
Pride Achievement
Accomplishment Self-esteem
EmbarrassmentActualization
Pleasure Ambition Comfort
46
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Status
Acceptance
Respect
Approval Affiliation
Belonging
Rejection Recognition
Embarrass-ment
Involvement
Social-BasedFeelings
47
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Transformational Advertisement
A lsquotransformational adrsquo is the one which associates the experience of using the brand with a unique set of psychological characteristics
48
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Richer
MoreExciting
Warmer
Feelings
Meanings
Images
Beliefs
MoreEnjoyable
It must make the product use experience
The ads create
49
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Combining rational and emotional appeals
Consumer purchase decisions are often made on the basis of both emotional and rational motives
Hence attention should be given to both in developing effective advertising
Consumers develop lsquoemotional bondingrsquo with the brands
Consumers also assign a lsquopersonalityrsquo to a brand Eg A brand may be thought of as aggressive adventurous self-assured etc
50
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Levels of relationships with brands
Emotions
Personality
Product Benefits
51
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Other types of Appeals
Reminder Advertising building brand awareness andor keeping the brand name in front of the customers
Advertisers introducing new products often use Teaser Advertising to build curiosity interest and excitement by talking about it but not actually showing it Also called mystery ads
Care should be taken not to stretch teaser ads for too long or they will loose their effectiveness
52
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Execution
Creative execution is the process by which the advertising appeal is presented
How you say is also as important in advertising as What you say
An advertising message can be presented or executed in numerous ways
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
29
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Qualitative Research
Focus group interviews give insight as to why and how consumers use a product or service
Ethnographic research observing consumers in their natural environment
Eg Ogilvy and Mather has a research unit called Discovery Group
30
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process Verification Revision
This stage evaluates ideas generated during the illumination stage rejects the inappropriate ones refines and polishes those that remain and gives them final expression
Consumers may be asked to evaluate the ad in the story board form
Story board may be converted into an animatic form and this can be evaluated
31
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Strategy Development
Advertising campaigns
A set of interrelated and coordinated marketing communications activities that center on a single theme or idea that appears in different media across a specific time period
The central idea or theme is the key for a successful ad campaign
32
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Company Campaign Theme
DeBeers Diamonds are foreverNike Just do itBMW The ultimate driving machineMiller Lite Tastes great less fillingWheaties Breakfast of champions
33
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Copy Platform
A document that specifies the basic elements of the creative strategy
Also known as creative platform work plan creative brief creative blueprint or creative contract It consists of the following
-Basic problem issue that advertising must address-Advertising and communications objectives-Target audience-Major selling idea-Campaign theme execution technique-Supporting information and requirements
34
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The search for a major selling idea
Some experts say that a campaign should have a big idea that attracts attention gets a reaction and sets the advertisers productservice apart from the competitors
Some of the best known approaches for this are
- Unique selling proposition- Creating a brand image- Finding the inherent drama- Positioning
35
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Unique selling proposition
A USP has the following three characteristics
-Each ad must say to the consumer what is the product benefit-Such a proposition should be unique that no competition can offer-The proposition should be strong enough to attract new customers to your brand
USP should have a sustainable competitive advantage that competitors cannot easily copy
36
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creating a brand image
The creative strategy is based on the development of a strong memorable identity for the brand through image advertising
The image of a brand creates an appeal to the product users It is especially more important when the competing brands are similar
Eg No Fear creates an image representing the outer limits of human performance
37
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Finding the inherent drama
Coined by Leo Burnett inherent drama refers to the foundation of consumer benefits with an emphasis on the dramatic element in expressing those benefits
Burnett advocated a down-home type of advertising that presents the message in a warm and realistic way
38
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Positioning
The basic idea is that advertising is used to establish or lsquopositionrsquo the product or service in a particular place in the consumerrsquos mind
Products can be positioned on the basis of product attributes price quality usage or application product users or product class
39
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative StrategyImplementation and Evaluation
40
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Previous section described WHAT the advertising message should communicate
This section focuses on HOW the message will be executed
Two basic concepts are Appeals and Execution Styles
41
Integrated Marketing CommunicationsModule 4 Developing the IMC program
To influence consumer feelings toward a product service or cause
The approach used to attract the attention of consumers
The way an appeal is turned into an advertising message
The way the message is presented to the consumer
AdvertisingAppeals
ExecutionStyle
42
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Appeal
It refers to the approach used to attract the attention of the consumers andor to influence their feelings toward the product service or cause
It is something that moves people speaks to their wants or needs and excites their interest The different appeals are
- Informationalrational appeals- Emotional appeals- Combining rational and emotional appeals- Other types of appeals
43
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Informational Rational Appeals
Product Popularity Appeal Stresses the brandrsquos popularity
News Appeals News announcement about the product
Favorable Price Appeal Makes price offer the dominant point
Competitive Advantage Appeal Makes comparisons to other brands
Feature Appeal Focus on dominant traits of the product
44
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Emotional Appeals
They relate to the customersrsquo social andor psychological needs for purchasing a product or service
Sometimes the feelings for a brand can be more important than the attributes of the product
Some of the emotions are
45
Integrated Marketing CommunicationsModule 4 Developing the IMC program
SafetySecurityFearLove AffectionHappiness JoyNostalgiaSentimentExcitementArousal
StimulationSorrow Grief
Pride Achievement
Accomplishment Self-esteem
EmbarrassmentActualization
Pleasure Ambition Comfort
46
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Status
Acceptance
Respect
Approval Affiliation
Belonging
Rejection Recognition
Embarrass-ment
Involvement
Social-BasedFeelings
47
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Transformational Advertisement
A lsquotransformational adrsquo is the one which associates the experience of using the brand with a unique set of psychological characteristics
48
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Richer
MoreExciting
Warmer
Feelings
Meanings
Images
Beliefs
MoreEnjoyable
It must make the product use experience
The ads create
49
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Combining rational and emotional appeals
Consumer purchase decisions are often made on the basis of both emotional and rational motives
Hence attention should be given to both in developing effective advertising
Consumers develop lsquoemotional bondingrsquo with the brands
Consumers also assign a lsquopersonalityrsquo to a brand Eg A brand may be thought of as aggressive adventurous self-assured etc
50
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Levels of relationships with brands
Emotions
Personality
Product Benefits
51
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Other types of Appeals
Reminder Advertising building brand awareness andor keeping the brand name in front of the customers
Advertisers introducing new products often use Teaser Advertising to build curiosity interest and excitement by talking about it but not actually showing it Also called mystery ads
Care should be taken not to stretch teaser ads for too long or they will loose their effectiveness
52
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Execution
Creative execution is the process by which the advertising appeal is presented
How you say is also as important in advertising as What you say
An advertising message can be presented or executed in numerous ways
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
30
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Inputs to the creative process Verification Revision
This stage evaluates ideas generated during the illumination stage rejects the inappropriate ones refines and polishes those that remain and gives them final expression
Consumers may be asked to evaluate the ad in the story board form
Story board may be converted into an animatic form and this can be evaluated
31
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Strategy Development
Advertising campaigns
A set of interrelated and coordinated marketing communications activities that center on a single theme or idea that appears in different media across a specific time period
The central idea or theme is the key for a successful ad campaign
32
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Company Campaign Theme
DeBeers Diamonds are foreverNike Just do itBMW The ultimate driving machineMiller Lite Tastes great less fillingWheaties Breakfast of champions
33
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Copy Platform
A document that specifies the basic elements of the creative strategy
Also known as creative platform work plan creative brief creative blueprint or creative contract It consists of the following
-Basic problem issue that advertising must address-Advertising and communications objectives-Target audience-Major selling idea-Campaign theme execution technique-Supporting information and requirements
34
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The search for a major selling idea
Some experts say that a campaign should have a big idea that attracts attention gets a reaction and sets the advertisers productservice apart from the competitors
Some of the best known approaches for this are
- Unique selling proposition- Creating a brand image- Finding the inherent drama- Positioning
35
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Unique selling proposition
A USP has the following three characteristics
-Each ad must say to the consumer what is the product benefit-Such a proposition should be unique that no competition can offer-The proposition should be strong enough to attract new customers to your brand
USP should have a sustainable competitive advantage that competitors cannot easily copy
36
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creating a brand image
The creative strategy is based on the development of a strong memorable identity for the brand through image advertising
The image of a brand creates an appeal to the product users It is especially more important when the competing brands are similar
Eg No Fear creates an image representing the outer limits of human performance
37
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Finding the inherent drama
Coined by Leo Burnett inherent drama refers to the foundation of consumer benefits with an emphasis on the dramatic element in expressing those benefits
Burnett advocated a down-home type of advertising that presents the message in a warm and realistic way
38
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Positioning
The basic idea is that advertising is used to establish or lsquopositionrsquo the product or service in a particular place in the consumerrsquos mind
Products can be positioned on the basis of product attributes price quality usage or application product users or product class
39
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative StrategyImplementation and Evaluation
40
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Previous section described WHAT the advertising message should communicate
This section focuses on HOW the message will be executed
Two basic concepts are Appeals and Execution Styles
41
Integrated Marketing CommunicationsModule 4 Developing the IMC program
To influence consumer feelings toward a product service or cause
The approach used to attract the attention of consumers
The way an appeal is turned into an advertising message
The way the message is presented to the consumer
AdvertisingAppeals
ExecutionStyle
42
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Appeal
It refers to the approach used to attract the attention of the consumers andor to influence their feelings toward the product service or cause
It is something that moves people speaks to their wants or needs and excites their interest The different appeals are
- Informationalrational appeals- Emotional appeals- Combining rational and emotional appeals- Other types of appeals
43
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Informational Rational Appeals
Product Popularity Appeal Stresses the brandrsquos popularity
News Appeals News announcement about the product
Favorable Price Appeal Makes price offer the dominant point
Competitive Advantage Appeal Makes comparisons to other brands
Feature Appeal Focus on dominant traits of the product
44
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Emotional Appeals
They relate to the customersrsquo social andor psychological needs for purchasing a product or service
Sometimes the feelings for a brand can be more important than the attributes of the product
Some of the emotions are
45
Integrated Marketing CommunicationsModule 4 Developing the IMC program
SafetySecurityFearLove AffectionHappiness JoyNostalgiaSentimentExcitementArousal
StimulationSorrow Grief
Pride Achievement
Accomplishment Self-esteem
EmbarrassmentActualization
Pleasure Ambition Comfort
46
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Status
Acceptance
Respect
Approval Affiliation
Belonging
Rejection Recognition
Embarrass-ment
Involvement
Social-BasedFeelings
47
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Transformational Advertisement
A lsquotransformational adrsquo is the one which associates the experience of using the brand with a unique set of psychological characteristics
48
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Richer
MoreExciting
Warmer
Feelings
Meanings
Images
Beliefs
MoreEnjoyable
It must make the product use experience
The ads create
49
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Combining rational and emotional appeals
Consumer purchase decisions are often made on the basis of both emotional and rational motives
Hence attention should be given to both in developing effective advertising
Consumers develop lsquoemotional bondingrsquo with the brands
Consumers also assign a lsquopersonalityrsquo to a brand Eg A brand may be thought of as aggressive adventurous self-assured etc
50
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Levels of relationships with brands
Emotions
Personality
Product Benefits
51
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Other types of Appeals
Reminder Advertising building brand awareness andor keeping the brand name in front of the customers
Advertisers introducing new products often use Teaser Advertising to build curiosity interest and excitement by talking about it but not actually showing it Also called mystery ads
Care should be taken not to stretch teaser ads for too long or they will loose their effectiveness
52
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Execution
Creative execution is the process by which the advertising appeal is presented
How you say is also as important in advertising as What you say
An advertising message can be presented or executed in numerous ways
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
31
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Strategy Development
Advertising campaigns
A set of interrelated and coordinated marketing communications activities that center on a single theme or idea that appears in different media across a specific time period
The central idea or theme is the key for a successful ad campaign
32
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Company Campaign Theme
DeBeers Diamonds are foreverNike Just do itBMW The ultimate driving machineMiller Lite Tastes great less fillingWheaties Breakfast of champions
33
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Copy Platform
A document that specifies the basic elements of the creative strategy
Also known as creative platform work plan creative brief creative blueprint or creative contract It consists of the following
-Basic problem issue that advertising must address-Advertising and communications objectives-Target audience-Major selling idea-Campaign theme execution technique-Supporting information and requirements
34
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The search for a major selling idea
Some experts say that a campaign should have a big idea that attracts attention gets a reaction and sets the advertisers productservice apart from the competitors
Some of the best known approaches for this are
- Unique selling proposition- Creating a brand image- Finding the inherent drama- Positioning
35
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Unique selling proposition
A USP has the following three characteristics
-Each ad must say to the consumer what is the product benefit-Such a proposition should be unique that no competition can offer-The proposition should be strong enough to attract new customers to your brand
USP should have a sustainable competitive advantage that competitors cannot easily copy
36
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creating a brand image
The creative strategy is based on the development of a strong memorable identity for the brand through image advertising
The image of a brand creates an appeal to the product users It is especially more important when the competing brands are similar
Eg No Fear creates an image representing the outer limits of human performance
37
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Finding the inherent drama
Coined by Leo Burnett inherent drama refers to the foundation of consumer benefits with an emphasis on the dramatic element in expressing those benefits
Burnett advocated a down-home type of advertising that presents the message in a warm and realistic way
38
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Positioning
The basic idea is that advertising is used to establish or lsquopositionrsquo the product or service in a particular place in the consumerrsquos mind
Products can be positioned on the basis of product attributes price quality usage or application product users or product class
39
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative StrategyImplementation and Evaluation
40
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Previous section described WHAT the advertising message should communicate
This section focuses on HOW the message will be executed
Two basic concepts are Appeals and Execution Styles
41
Integrated Marketing CommunicationsModule 4 Developing the IMC program
To influence consumer feelings toward a product service or cause
The approach used to attract the attention of consumers
The way an appeal is turned into an advertising message
The way the message is presented to the consumer
AdvertisingAppeals
ExecutionStyle
42
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Appeal
It refers to the approach used to attract the attention of the consumers andor to influence their feelings toward the product service or cause
It is something that moves people speaks to their wants or needs and excites their interest The different appeals are
- Informationalrational appeals- Emotional appeals- Combining rational and emotional appeals- Other types of appeals
43
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Informational Rational Appeals
Product Popularity Appeal Stresses the brandrsquos popularity
News Appeals News announcement about the product
Favorable Price Appeal Makes price offer the dominant point
Competitive Advantage Appeal Makes comparisons to other brands
Feature Appeal Focus on dominant traits of the product
44
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Emotional Appeals
They relate to the customersrsquo social andor psychological needs for purchasing a product or service
Sometimes the feelings for a brand can be more important than the attributes of the product
Some of the emotions are
45
Integrated Marketing CommunicationsModule 4 Developing the IMC program
SafetySecurityFearLove AffectionHappiness JoyNostalgiaSentimentExcitementArousal
StimulationSorrow Grief
Pride Achievement
Accomplishment Self-esteem
EmbarrassmentActualization
Pleasure Ambition Comfort
46
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Status
Acceptance
Respect
Approval Affiliation
Belonging
Rejection Recognition
Embarrass-ment
Involvement
Social-BasedFeelings
47
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Transformational Advertisement
A lsquotransformational adrsquo is the one which associates the experience of using the brand with a unique set of psychological characteristics
48
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Richer
MoreExciting
Warmer
Feelings
Meanings
Images
Beliefs
MoreEnjoyable
It must make the product use experience
The ads create
49
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Combining rational and emotional appeals
Consumer purchase decisions are often made on the basis of both emotional and rational motives
Hence attention should be given to both in developing effective advertising
Consumers develop lsquoemotional bondingrsquo with the brands
Consumers also assign a lsquopersonalityrsquo to a brand Eg A brand may be thought of as aggressive adventurous self-assured etc
50
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Levels of relationships with brands
Emotions
Personality
Product Benefits
51
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Other types of Appeals
Reminder Advertising building brand awareness andor keeping the brand name in front of the customers
Advertisers introducing new products often use Teaser Advertising to build curiosity interest and excitement by talking about it but not actually showing it Also called mystery ads
Care should be taken not to stretch teaser ads for too long or they will loose their effectiveness
52
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Execution
Creative execution is the process by which the advertising appeal is presented
How you say is also as important in advertising as What you say
An advertising message can be presented or executed in numerous ways
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
32
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Company Campaign Theme
DeBeers Diamonds are foreverNike Just do itBMW The ultimate driving machineMiller Lite Tastes great less fillingWheaties Breakfast of champions
33
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Copy Platform
A document that specifies the basic elements of the creative strategy
Also known as creative platform work plan creative brief creative blueprint or creative contract It consists of the following
-Basic problem issue that advertising must address-Advertising and communications objectives-Target audience-Major selling idea-Campaign theme execution technique-Supporting information and requirements
34
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The search for a major selling idea
Some experts say that a campaign should have a big idea that attracts attention gets a reaction and sets the advertisers productservice apart from the competitors
Some of the best known approaches for this are
- Unique selling proposition- Creating a brand image- Finding the inherent drama- Positioning
35
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Unique selling proposition
A USP has the following three characteristics
-Each ad must say to the consumer what is the product benefit-Such a proposition should be unique that no competition can offer-The proposition should be strong enough to attract new customers to your brand
USP should have a sustainable competitive advantage that competitors cannot easily copy
36
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creating a brand image
The creative strategy is based on the development of a strong memorable identity for the brand through image advertising
The image of a brand creates an appeal to the product users It is especially more important when the competing brands are similar
Eg No Fear creates an image representing the outer limits of human performance
37
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Finding the inherent drama
Coined by Leo Burnett inherent drama refers to the foundation of consumer benefits with an emphasis on the dramatic element in expressing those benefits
Burnett advocated a down-home type of advertising that presents the message in a warm and realistic way
38
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Positioning
The basic idea is that advertising is used to establish or lsquopositionrsquo the product or service in a particular place in the consumerrsquos mind
Products can be positioned on the basis of product attributes price quality usage or application product users or product class
39
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative StrategyImplementation and Evaluation
40
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Previous section described WHAT the advertising message should communicate
This section focuses on HOW the message will be executed
Two basic concepts are Appeals and Execution Styles
41
Integrated Marketing CommunicationsModule 4 Developing the IMC program
To influence consumer feelings toward a product service or cause
The approach used to attract the attention of consumers
The way an appeal is turned into an advertising message
The way the message is presented to the consumer
AdvertisingAppeals
ExecutionStyle
42
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Appeal
It refers to the approach used to attract the attention of the consumers andor to influence their feelings toward the product service or cause
It is something that moves people speaks to their wants or needs and excites their interest The different appeals are
- Informationalrational appeals- Emotional appeals- Combining rational and emotional appeals- Other types of appeals
43
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Informational Rational Appeals
Product Popularity Appeal Stresses the brandrsquos popularity
News Appeals News announcement about the product
Favorable Price Appeal Makes price offer the dominant point
Competitive Advantage Appeal Makes comparisons to other brands
Feature Appeal Focus on dominant traits of the product
44
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Emotional Appeals
They relate to the customersrsquo social andor psychological needs for purchasing a product or service
Sometimes the feelings for a brand can be more important than the attributes of the product
Some of the emotions are
45
Integrated Marketing CommunicationsModule 4 Developing the IMC program
SafetySecurityFearLove AffectionHappiness JoyNostalgiaSentimentExcitementArousal
StimulationSorrow Grief
Pride Achievement
Accomplishment Self-esteem
EmbarrassmentActualization
Pleasure Ambition Comfort
46
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Status
Acceptance
Respect
Approval Affiliation
Belonging
Rejection Recognition
Embarrass-ment
Involvement
Social-BasedFeelings
47
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Transformational Advertisement
A lsquotransformational adrsquo is the one which associates the experience of using the brand with a unique set of psychological characteristics
48
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Richer
MoreExciting
Warmer
Feelings
Meanings
Images
Beliefs
MoreEnjoyable
It must make the product use experience
The ads create
49
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Combining rational and emotional appeals
Consumer purchase decisions are often made on the basis of both emotional and rational motives
Hence attention should be given to both in developing effective advertising
Consumers develop lsquoemotional bondingrsquo with the brands
Consumers also assign a lsquopersonalityrsquo to a brand Eg A brand may be thought of as aggressive adventurous self-assured etc
50
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Levels of relationships with brands
Emotions
Personality
Product Benefits
51
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Other types of Appeals
Reminder Advertising building brand awareness andor keeping the brand name in front of the customers
Advertisers introducing new products often use Teaser Advertising to build curiosity interest and excitement by talking about it but not actually showing it Also called mystery ads
Care should be taken not to stretch teaser ads for too long or they will loose their effectiveness
52
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Execution
Creative execution is the process by which the advertising appeal is presented
How you say is also as important in advertising as What you say
An advertising message can be presented or executed in numerous ways
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
33
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Copy Platform
A document that specifies the basic elements of the creative strategy
Also known as creative platform work plan creative brief creative blueprint or creative contract It consists of the following
-Basic problem issue that advertising must address-Advertising and communications objectives-Target audience-Major selling idea-Campaign theme execution technique-Supporting information and requirements
34
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The search for a major selling idea
Some experts say that a campaign should have a big idea that attracts attention gets a reaction and sets the advertisers productservice apart from the competitors
Some of the best known approaches for this are
- Unique selling proposition- Creating a brand image- Finding the inherent drama- Positioning
35
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Unique selling proposition
A USP has the following three characteristics
-Each ad must say to the consumer what is the product benefit-Such a proposition should be unique that no competition can offer-The proposition should be strong enough to attract new customers to your brand
USP should have a sustainable competitive advantage that competitors cannot easily copy
36
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creating a brand image
The creative strategy is based on the development of a strong memorable identity for the brand through image advertising
The image of a brand creates an appeal to the product users It is especially more important when the competing brands are similar
Eg No Fear creates an image representing the outer limits of human performance
37
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Finding the inherent drama
Coined by Leo Burnett inherent drama refers to the foundation of consumer benefits with an emphasis on the dramatic element in expressing those benefits
Burnett advocated a down-home type of advertising that presents the message in a warm and realistic way
38
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Positioning
The basic idea is that advertising is used to establish or lsquopositionrsquo the product or service in a particular place in the consumerrsquos mind
Products can be positioned on the basis of product attributes price quality usage or application product users or product class
39
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative StrategyImplementation and Evaluation
40
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Previous section described WHAT the advertising message should communicate
This section focuses on HOW the message will be executed
Two basic concepts are Appeals and Execution Styles
41
Integrated Marketing CommunicationsModule 4 Developing the IMC program
To influence consumer feelings toward a product service or cause
The approach used to attract the attention of consumers
The way an appeal is turned into an advertising message
The way the message is presented to the consumer
AdvertisingAppeals
ExecutionStyle
42
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Appeal
It refers to the approach used to attract the attention of the consumers andor to influence their feelings toward the product service or cause
It is something that moves people speaks to their wants or needs and excites their interest The different appeals are
- Informationalrational appeals- Emotional appeals- Combining rational and emotional appeals- Other types of appeals
43
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Informational Rational Appeals
Product Popularity Appeal Stresses the brandrsquos popularity
News Appeals News announcement about the product
Favorable Price Appeal Makes price offer the dominant point
Competitive Advantage Appeal Makes comparisons to other brands
Feature Appeal Focus on dominant traits of the product
44
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Emotional Appeals
They relate to the customersrsquo social andor psychological needs for purchasing a product or service
Sometimes the feelings for a brand can be more important than the attributes of the product
Some of the emotions are
45
Integrated Marketing CommunicationsModule 4 Developing the IMC program
SafetySecurityFearLove AffectionHappiness JoyNostalgiaSentimentExcitementArousal
StimulationSorrow Grief
Pride Achievement
Accomplishment Self-esteem
EmbarrassmentActualization
Pleasure Ambition Comfort
46
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Status
Acceptance
Respect
Approval Affiliation
Belonging
Rejection Recognition
Embarrass-ment
Involvement
Social-BasedFeelings
47
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Transformational Advertisement
A lsquotransformational adrsquo is the one which associates the experience of using the brand with a unique set of psychological characteristics
48
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Richer
MoreExciting
Warmer
Feelings
Meanings
Images
Beliefs
MoreEnjoyable
It must make the product use experience
The ads create
49
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Combining rational and emotional appeals
Consumer purchase decisions are often made on the basis of both emotional and rational motives
Hence attention should be given to both in developing effective advertising
Consumers develop lsquoemotional bondingrsquo with the brands
Consumers also assign a lsquopersonalityrsquo to a brand Eg A brand may be thought of as aggressive adventurous self-assured etc
50
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Levels of relationships with brands
Emotions
Personality
Product Benefits
51
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Other types of Appeals
Reminder Advertising building brand awareness andor keeping the brand name in front of the customers
Advertisers introducing new products often use Teaser Advertising to build curiosity interest and excitement by talking about it but not actually showing it Also called mystery ads
Care should be taken not to stretch teaser ads for too long or they will loose their effectiveness
52
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Execution
Creative execution is the process by which the advertising appeal is presented
How you say is also as important in advertising as What you say
An advertising message can be presented or executed in numerous ways
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
34
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The search for a major selling idea
Some experts say that a campaign should have a big idea that attracts attention gets a reaction and sets the advertisers productservice apart from the competitors
Some of the best known approaches for this are
- Unique selling proposition- Creating a brand image- Finding the inherent drama- Positioning
35
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Unique selling proposition
A USP has the following three characteristics
-Each ad must say to the consumer what is the product benefit-Such a proposition should be unique that no competition can offer-The proposition should be strong enough to attract new customers to your brand
USP should have a sustainable competitive advantage that competitors cannot easily copy
36
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creating a brand image
The creative strategy is based on the development of a strong memorable identity for the brand through image advertising
The image of a brand creates an appeal to the product users It is especially more important when the competing brands are similar
Eg No Fear creates an image representing the outer limits of human performance
37
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Finding the inherent drama
Coined by Leo Burnett inherent drama refers to the foundation of consumer benefits with an emphasis on the dramatic element in expressing those benefits
Burnett advocated a down-home type of advertising that presents the message in a warm and realistic way
38
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Positioning
The basic idea is that advertising is used to establish or lsquopositionrsquo the product or service in a particular place in the consumerrsquos mind
Products can be positioned on the basis of product attributes price quality usage or application product users or product class
39
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative StrategyImplementation and Evaluation
40
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Previous section described WHAT the advertising message should communicate
This section focuses on HOW the message will be executed
Two basic concepts are Appeals and Execution Styles
41
Integrated Marketing CommunicationsModule 4 Developing the IMC program
To influence consumer feelings toward a product service or cause
The approach used to attract the attention of consumers
The way an appeal is turned into an advertising message
The way the message is presented to the consumer
AdvertisingAppeals
ExecutionStyle
42
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Appeal
It refers to the approach used to attract the attention of the consumers andor to influence their feelings toward the product service or cause
It is something that moves people speaks to their wants or needs and excites their interest The different appeals are
- Informationalrational appeals- Emotional appeals- Combining rational and emotional appeals- Other types of appeals
43
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Informational Rational Appeals
Product Popularity Appeal Stresses the brandrsquos popularity
News Appeals News announcement about the product
Favorable Price Appeal Makes price offer the dominant point
Competitive Advantage Appeal Makes comparisons to other brands
Feature Appeal Focus on dominant traits of the product
44
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Emotional Appeals
They relate to the customersrsquo social andor psychological needs for purchasing a product or service
Sometimes the feelings for a brand can be more important than the attributes of the product
Some of the emotions are
45
Integrated Marketing CommunicationsModule 4 Developing the IMC program
SafetySecurityFearLove AffectionHappiness JoyNostalgiaSentimentExcitementArousal
StimulationSorrow Grief
Pride Achievement
Accomplishment Self-esteem
EmbarrassmentActualization
Pleasure Ambition Comfort
46
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Status
Acceptance
Respect
Approval Affiliation
Belonging
Rejection Recognition
Embarrass-ment
Involvement
Social-BasedFeelings
47
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Transformational Advertisement
A lsquotransformational adrsquo is the one which associates the experience of using the brand with a unique set of psychological characteristics
48
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Richer
MoreExciting
Warmer
Feelings
Meanings
Images
Beliefs
MoreEnjoyable
It must make the product use experience
The ads create
49
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Combining rational and emotional appeals
Consumer purchase decisions are often made on the basis of both emotional and rational motives
Hence attention should be given to both in developing effective advertising
Consumers develop lsquoemotional bondingrsquo with the brands
Consumers also assign a lsquopersonalityrsquo to a brand Eg A brand may be thought of as aggressive adventurous self-assured etc
50
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Levels of relationships with brands
Emotions
Personality
Product Benefits
51
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Other types of Appeals
Reminder Advertising building brand awareness andor keeping the brand name in front of the customers
Advertisers introducing new products often use Teaser Advertising to build curiosity interest and excitement by talking about it but not actually showing it Also called mystery ads
Care should be taken not to stretch teaser ads for too long or they will loose their effectiveness
52
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Execution
Creative execution is the process by which the advertising appeal is presented
How you say is also as important in advertising as What you say
An advertising message can be presented or executed in numerous ways
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
35
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Unique selling proposition
A USP has the following three characteristics
-Each ad must say to the consumer what is the product benefit-Such a proposition should be unique that no competition can offer-The proposition should be strong enough to attract new customers to your brand
USP should have a sustainable competitive advantage that competitors cannot easily copy
36
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creating a brand image
The creative strategy is based on the development of a strong memorable identity for the brand through image advertising
The image of a brand creates an appeal to the product users It is especially more important when the competing brands are similar
Eg No Fear creates an image representing the outer limits of human performance
37
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Finding the inherent drama
Coined by Leo Burnett inherent drama refers to the foundation of consumer benefits with an emphasis on the dramatic element in expressing those benefits
Burnett advocated a down-home type of advertising that presents the message in a warm and realistic way
38
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Positioning
The basic idea is that advertising is used to establish or lsquopositionrsquo the product or service in a particular place in the consumerrsquos mind
Products can be positioned on the basis of product attributes price quality usage or application product users or product class
39
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative StrategyImplementation and Evaluation
40
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Previous section described WHAT the advertising message should communicate
This section focuses on HOW the message will be executed
Two basic concepts are Appeals and Execution Styles
41
Integrated Marketing CommunicationsModule 4 Developing the IMC program
To influence consumer feelings toward a product service or cause
The approach used to attract the attention of consumers
The way an appeal is turned into an advertising message
The way the message is presented to the consumer
AdvertisingAppeals
ExecutionStyle
42
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Appeal
It refers to the approach used to attract the attention of the consumers andor to influence their feelings toward the product service or cause
It is something that moves people speaks to their wants or needs and excites their interest The different appeals are
- Informationalrational appeals- Emotional appeals- Combining rational and emotional appeals- Other types of appeals
43
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Informational Rational Appeals
Product Popularity Appeal Stresses the brandrsquos popularity
News Appeals News announcement about the product
Favorable Price Appeal Makes price offer the dominant point
Competitive Advantage Appeal Makes comparisons to other brands
Feature Appeal Focus on dominant traits of the product
44
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Emotional Appeals
They relate to the customersrsquo social andor psychological needs for purchasing a product or service
Sometimes the feelings for a brand can be more important than the attributes of the product
Some of the emotions are
45
Integrated Marketing CommunicationsModule 4 Developing the IMC program
SafetySecurityFearLove AffectionHappiness JoyNostalgiaSentimentExcitementArousal
StimulationSorrow Grief
Pride Achievement
Accomplishment Self-esteem
EmbarrassmentActualization
Pleasure Ambition Comfort
46
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Status
Acceptance
Respect
Approval Affiliation
Belonging
Rejection Recognition
Embarrass-ment
Involvement
Social-BasedFeelings
47
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Transformational Advertisement
A lsquotransformational adrsquo is the one which associates the experience of using the brand with a unique set of psychological characteristics
48
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Richer
MoreExciting
Warmer
Feelings
Meanings
Images
Beliefs
MoreEnjoyable
It must make the product use experience
The ads create
49
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Combining rational and emotional appeals
Consumer purchase decisions are often made on the basis of both emotional and rational motives
Hence attention should be given to both in developing effective advertising
Consumers develop lsquoemotional bondingrsquo with the brands
Consumers also assign a lsquopersonalityrsquo to a brand Eg A brand may be thought of as aggressive adventurous self-assured etc
50
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Levels of relationships with brands
Emotions
Personality
Product Benefits
51
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Other types of Appeals
Reminder Advertising building brand awareness andor keeping the brand name in front of the customers
Advertisers introducing new products often use Teaser Advertising to build curiosity interest and excitement by talking about it but not actually showing it Also called mystery ads
Care should be taken not to stretch teaser ads for too long or they will loose their effectiveness
52
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Execution
Creative execution is the process by which the advertising appeal is presented
How you say is also as important in advertising as What you say
An advertising message can be presented or executed in numerous ways
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
36
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creating a brand image
The creative strategy is based on the development of a strong memorable identity for the brand through image advertising
The image of a brand creates an appeal to the product users It is especially more important when the competing brands are similar
Eg No Fear creates an image representing the outer limits of human performance
37
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Finding the inherent drama
Coined by Leo Burnett inherent drama refers to the foundation of consumer benefits with an emphasis on the dramatic element in expressing those benefits
Burnett advocated a down-home type of advertising that presents the message in a warm and realistic way
38
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Positioning
The basic idea is that advertising is used to establish or lsquopositionrsquo the product or service in a particular place in the consumerrsquos mind
Products can be positioned on the basis of product attributes price quality usage or application product users or product class
39
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative StrategyImplementation and Evaluation
40
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Previous section described WHAT the advertising message should communicate
This section focuses on HOW the message will be executed
Two basic concepts are Appeals and Execution Styles
41
Integrated Marketing CommunicationsModule 4 Developing the IMC program
To influence consumer feelings toward a product service or cause
The approach used to attract the attention of consumers
The way an appeal is turned into an advertising message
The way the message is presented to the consumer
AdvertisingAppeals
ExecutionStyle
42
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Appeal
It refers to the approach used to attract the attention of the consumers andor to influence their feelings toward the product service or cause
It is something that moves people speaks to their wants or needs and excites their interest The different appeals are
- Informationalrational appeals- Emotional appeals- Combining rational and emotional appeals- Other types of appeals
43
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Informational Rational Appeals
Product Popularity Appeal Stresses the brandrsquos popularity
News Appeals News announcement about the product
Favorable Price Appeal Makes price offer the dominant point
Competitive Advantage Appeal Makes comparisons to other brands
Feature Appeal Focus on dominant traits of the product
44
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Emotional Appeals
They relate to the customersrsquo social andor psychological needs for purchasing a product or service
Sometimes the feelings for a brand can be more important than the attributes of the product
Some of the emotions are
45
Integrated Marketing CommunicationsModule 4 Developing the IMC program
SafetySecurityFearLove AffectionHappiness JoyNostalgiaSentimentExcitementArousal
StimulationSorrow Grief
Pride Achievement
Accomplishment Self-esteem
EmbarrassmentActualization
Pleasure Ambition Comfort
46
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Status
Acceptance
Respect
Approval Affiliation
Belonging
Rejection Recognition
Embarrass-ment
Involvement
Social-BasedFeelings
47
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Transformational Advertisement
A lsquotransformational adrsquo is the one which associates the experience of using the brand with a unique set of psychological characteristics
48
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Richer
MoreExciting
Warmer
Feelings
Meanings
Images
Beliefs
MoreEnjoyable
It must make the product use experience
The ads create
49
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Combining rational and emotional appeals
Consumer purchase decisions are often made on the basis of both emotional and rational motives
Hence attention should be given to both in developing effective advertising
Consumers develop lsquoemotional bondingrsquo with the brands
Consumers also assign a lsquopersonalityrsquo to a brand Eg A brand may be thought of as aggressive adventurous self-assured etc
50
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Levels of relationships with brands
Emotions
Personality
Product Benefits
51
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Other types of Appeals
Reminder Advertising building brand awareness andor keeping the brand name in front of the customers
Advertisers introducing new products often use Teaser Advertising to build curiosity interest and excitement by talking about it but not actually showing it Also called mystery ads
Care should be taken not to stretch teaser ads for too long or they will loose their effectiveness
52
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Execution
Creative execution is the process by which the advertising appeal is presented
How you say is also as important in advertising as What you say
An advertising message can be presented or executed in numerous ways
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
37
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Finding the inherent drama
Coined by Leo Burnett inherent drama refers to the foundation of consumer benefits with an emphasis on the dramatic element in expressing those benefits
Burnett advocated a down-home type of advertising that presents the message in a warm and realistic way
38
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Positioning
The basic idea is that advertising is used to establish or lsquopositionrsquo the product or service in a particular place in the consumerrsquos mind
Products can be positioned on the basis of product attributes price quality usage or application product users or product class
39
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative StrategyImplementation and Evaluation
40
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Previous section described WHAT the advertising message should communicate
This section focuses on HOW the message will be executed
Two basic concepts are Appeals and Execution Styles
41
Integrated Marketing CommunicationsModule 4 Developing the IMC program
To influence consumer feelings toward a product service or cause
The approach used to attract the attention of consumers
The way an appeal is turned into an advertising message
The way the message is presented to the consumer
AdvertisingAppeals
ExecutionStyle
42
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Appeal
It refers to the approach used to attract the attention of the consumers andor to influence their feelings toward the product service or cause
It is something that moves people speaks to their wants or needs and excites their interest The different appeals are
- Informationalrational appeals- Emotional appeals- Combining rational and emotional appeals- Other types of appeals
43
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Informational Rational Appeals
Product Popularity Appeal Stresses the brandrsquos popularity
News Appeals News announcement about the product
Favorable Price Appeal Makes price offer the dominant point
Competitive Advantage Appeal Makes comparisons to other brands
Feature Appeal Focus on dominant traits of the product
44
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Emotional Appeals
They relate to the customersrsquo social andor psychological needs for purchasing a product or service
Sometimes the feelings for a brand can be more important than the attributes of the product
Some of the emotions are
45
Integrated Marketing CommunicationsModule 4 Developing the IMC program
SafetySecurityFearLove AffectionHappiness JoyNostalgiaSentimentExcitementArousal
StimulationSorrow Grief
Pride Achievement
Accomplishment Self-esteem
EmbarrassmentActualization
Pleasure Ambition Comfort
46
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Status
Acceptance
Respect
Approval Affiliation
Belonging
Rejection Recognition
Embarrass-ment
Involvement
Social-BasedFeelings
47
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Transformational Advertisement
A lsquotransformational adrsquo is the one which associates the experience of using the brand with a unique set of psychological characteristics
48
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Richer
MoreExciting
Warmer
Feelings
Meanings
Images
Beliefs
MoreEnjoyable
It must make the product use experience
The ads create
49
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Combining rational and emotional appeals
Consumer purchase decisions are often made on the basis of both emotional and rational motives
Hence attention should be given to both in developing effective advertising
Consumers develop lsquoemotional bondingrsquo with the brands
Consumers also assign a lsquopersonalityrsquo to a brand Eg A brand may be thought of as aggressive adventurous self-assured etc
50
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Levels of relationships with brands
Emotions
Personality
Product Benefits
51
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Other types of Appeals
Reminder Advertising building brand awareness andor keeping the brand name in front of the customers
Advertisers introducing new products often use Teaser Advertising to build curiosity interest and excitement by talking about it but not actually showing it Also called mystery ads
Care should be taken not to stretch teaser ads for too long or they will loose their effectiveness
52
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Execution
Creative execution is the process by which the advertising appeal is presented
How you say is also as important in advertising as What you say
An advertising message can be presented or executed in numerous ways
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
38
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Positioning
The basic idea is that advertising is used to establish or lsquopositionrsquo the product or service in a particular place in the consumerrsquos mind
Products can be positioned on the basis of product attributes price quality usage or application product users or product class
39
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative StrategyImplementation and Evaluation
40
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Previous section described WHAT the advertising message should communicate
This section focuses on HOW the message will be executed
Two basic concepts are Appeals and Execution Styles
41
Integrated Marketing CommunicationsModule 4 Developing the IMC program
To influence consumer feelings toward a product service or cause
The approach used to attract the attention of consumers
The way an appeal is turned into an advertising message
The way the message is presented to the consumer
AdvertisingAppeals
ExecutionStyle
42
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Appeal
It refers to the approach used to attract the attention of the consumers andor to influence their feelings toward the product service or cause
It is something that moves people speaks to their wants or needs and excites their interest The different appeals are
- Informationalrational appeals- Emotional appeals- Combining rational and emotional appeals- Other types of appeals
43
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Informational Rational Appeals
Product Popularity Appeal Stresses the brandrsquos popularity
News Appeals News announcement about the product
Favorable Price Appeal Makes price offer the dominant point
Competitive Advantage Appeal Makes comparisons to other brands
Feature Appeal Focus on dominant traits of the product
44
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Emotional Appeals
They relate to the customersrsquo social andor psychological needs for purchasing a product or service
Sometimes the feelings for a brand can be more important than the attributes of the product
Some of the emotions are
45
Integrated Marketing CommunicationsModule 4 Developing the IMC program
SafetySecurityFearLove AffectionHappiness JoyNostalgiaSentimentExcitementArousal
StimulationSorrow Grief
Pride Achievement
Accomplishment Self-esteem
EmbarrassmentActualization
Pleasure Ambition Comfort
46
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Status
Acceptance
Respect
Approval Affiliation
Belonging
Rejection Recognition
Embarrass-ment
Involvement
Social-BasedFeelings
47
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Transformational Advertisement
A lsquotransformational adrsquo is the one which associates the experience of using the brand with a unique set of psychological characteristics
48
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Richer
MoreExciting
Warmer
Feelings
Meanings
Images
Beliefs
MoreEnjoyable
It must make the product use experience
The ads create
49
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Combining rational and emotional appeals
Consumer purchase decisions are often made on the basis of both emotional and rational motives
Hence attention should be given to both in developing effective advertising
Consumers develop lsquoemotional bondingrsquo with the brands
Consumers also assign a lsquopersonalityrsquo to a brand Eg A brand may be thought of as aggressive adventurous self-assured etc
50
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Levels of relationships with brands
Emotions
Personality
Product Benefits
51
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Other types of Appeals
Reminder Advertising building brand awareness andor keeping the brand name in front of the customers
Advertisers introducing new products often use Teaser Advertising to build curiosity interest and excitement by talking about it but not actually showing it Also called mystery ads
Care should be taken not to stretch teaser ads for too long or they will loose their effectiveness
52
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Execution
Creative execution is the process by which the advertising appeal is presented
How you say is also as important in advertising as What you say
An advertising message can be presented or executed in numerous ways
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
39
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative StrategyImplementation and Evaluation
40
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Previous section described WHAT the advertising message should communicate
This section focuses on HOW the message will be executed
Two basic concepts are Appeals and Execution Styles
41
Integrated Marketing CommunicationsModule 4 Developing the IMC program
To influence consumer feelings toward a product service or cause
The approach used to attract the attention of consumers
The way an appeal is turned into an advertising message
The way the message is presented to the consumer
AdvertisingAppeals
ExecutionStyle
42
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Appeal
It refers to the approach used to attract the attention of the consumers andor to influence their feelings toward the product service or cause
It is something that moves people speaks to their wants or needs and excites their interest The different appeals are
- Informationalrational appeals- Emotional appeals- Combining rational and emotional appeals- Other types of appeals
43
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Informational Rational Appeals
Product Popularity Appeal Stresses the brandrsquos popularity
News Appeals News announcement about the product
Favorable Price Appeal Makes price offer the dominant point
Competitive Advantage Appeal Makes comparisons to other brands
Feature Appeal Focus on dominant traits of the product
44
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Emotional Appeals
They relate to the customersrsquo social andor psychological needs for purchasing a product or service
Sometimes the feelings for a brand can be more important than the attributes of the product
Some of the emotions are
45
Integrated Marketing CommunicationsModule 4 Developing the IMC program
SafetySecurityFearLove AffectionHappiness JoyNostalgiaSentimentExcitementArousal
StimulationSorrow Grief
Pride Achievement
Accomplishment Self-esteem
EmbarrassmentActualization
Pleasure Ambition Comfort
46
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Status
Acceptance
Respect
Approval Affiliation
Belonging
Rejection Recognition
Embarrass-ment
Involvement
Social-BasedFeelings
47
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Transformational Advertisement
A lsquotransformational adrsquo is the one which associates the experience of using the brand with a unique set of psychological characteristics
48
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Richer
MoreExciting
Warmer
Feelings
Meanings
Images
Beliefs
MoreEnjoyable
It must make the product use experience
The ads create
49
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Combining rational and emotional appeals
Consumer purchase decisions are often made on the basis of both emotional and rational motives
Hence attention should be given to both in developing effective advertising
Consumers develop lsquoemotional bondingrsquo with the brands
Consumers also assign a lsquopersonalityrsquo to a brand Eg A brand may be thought of as aggressive adventurous self-assured etc
50
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Levels of relationships with brands
Emotions
Personality
Product Benefits
51
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Other types of Appeals
Reminder Advertising building brand awareness andor keeping the brand name in front of the customers
Advertisers introducing new products often use Teaser Advertising to build curiosity interest and excitement by talking about it but not actually showing it Also called mystery ads
Care should be taken not to stretch teaser ads for too long or they will loose their effectiveness
52
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Execution
Creative execution is the process by which the advertising appeal is presented
How you say is also as important in advertising as What you say
An advertising message can be presented or executed in numerous ways
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
40
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Previous section described WHAT the advertising message should communicate
This section focuses on HOW the message will be executed
Two basic concepts are Appeals and Execution Styles
41
Integrated Marketing CommunicationsModule 4 Developing the IMC program
To influence consumer feelings toward a product service or cause
The approach used to attract the attention of consumers
The way an appeal is turned into an advertising message
The way the message is presented to the consumer
AdvertisingAppeals
ExecutionStyle
42
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Appeal
It refers to the approach used to attract the attention of the consumers andor to influence their feelings toward the product service or cause
It is something that moves people speaks to their wants or needs and excites their interest The different appeals are
- Informationalrational appeals- Emotional appeals- Combining rational and emotional appeals- Other types of appeals
43
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Informational Rational Appeals
Product Popularity Appeal Stresses the brandrsquos popularity
News Appeals News announcement about the product
Favorable Price Appeal Makes price offer the dominant point
Competitive Advantage Appeal Makes comparisons to other brands
Feature Appeal Focus on dominant traits of the product
44
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Emotional Appeals
They relate to the customersrsquo social andor psychological needs for purchasing a product or service
Sometimes the feelings for a brand can be more important than the attributes of the product
Some of the emotions are
45
Integrated Marketing CommunicationsModule 4 Developing the IMC program
SafetySecurityFearLove AffectionHappiness JoyNostalgiaSentimentExcitementArousal
StimulationSorrow Grief
Pride Achievement
Accomplishment Self-esteem
EmbarrassmentActualization
Pleasure Ambition Comfort
46
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Status
Acceptance
Respect
Approval Affiliation
Belonging
Rejection Recognition
Embarrass-ment
Involvement
Social-BasedFeelings
47
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Transformational Advertisement
A lsquotransformational adrsquo is the one which associates the experience of using the brand with a unique set of psychological characteristics
48
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Richer
MoreExciting
Warmer
Feelings
Meanings
Images
Beliefs
MoreEnjoyable
It must make the product use experience
The ads create
49
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Combining rational and emotional appeals
Consumer purchase decisions are often made on the basis of both emotional and rational motives
Hence attention should be given to both in developing effective advertising
Consumers develop lsquoemotional bondingrsquo with the brands
Consumers also assign a lsquopersonalityrsquo to a brand Eg A brand may be thought of as aggressive adventurous self-assured etc
50
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Levels of relationships with brands
Emotions
Personality
Product Benefits
51
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Other types of Appeals
Reminder Advertising building brand awareness andor keeping the brand name in front of the customers
Advertisers introducing new products often use Teaser Advertising to build curiosity interest and excitement by talking about it but not actually showing it Also called mystery ads
Care should be taken not to stretch teaser ads for too long or they will loose their effectiveness
52
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Execution
Creative execution is the process by which the advertising appeal is presented
How you say is also as important in advertising as What you say
An advertising message can be presented or executed in numerous ways
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
41
Integrated Marketing CommunicationsModule 4 Developing the IMC program
To influence consumer feelings toward a product service or cause
The approach used to attract the attention of consumers
The way an appeal is turned into an advertising message
The way the message is presented to the consumer
AdvertisingAppeals
ExecutionStyle
42
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Appeal
It refers to the approach used to attract the attention of the consumers andor to influence their feelings toward the product service or cause
It is something that moves people speaks to their wants or needs and excites their interest The different appeals are
- Informationalrational appeals- Emotional appeals- Combining rational and emotional appeals- Other types of appeals
43
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Informational Rational Appeals
Product Popularity Appeal Stresses the brandrsquos popularity
News Appeals News announcement about the product
Favorable Price Appeal Makes price offer the dominant point
Competitive Advantage Appeal Makes comparisons to other brands
Feature Appeal Focus on dominant traits of the product
44
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Emotional Appeals
They relate to the customersrsquo social andor psychological needs for purchasing a product or service
Sometimes the feelings for a brand can be more important than the attributes of the product
Some of the emotions are
45
Integrated Marketing CommunicationsModule 4 Developing the IMC program
SafetySecurityFearLove AffectionHappiness JoyNostalgiaSentimentExcitementArousal
StimulationSorrow Grief
Pride Achievement
Accomplishment Self-esteem
EmbarrassmentActualization
Pleasure Ambition Comfort
46
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Status
Acceptance
Respect
Approval Affiliation
Belonging
Rejection Recognition
Embarrass-ment
Involvement
Social-BasedFeelings
47
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Transformational Advertisement
A lsquotransformational adrsquo is the one which associates the experience of using the brand with a unique set of psychological characteristics
48
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Richer
MoreExciting
Warmer
Feelings
Meanings
Images
Beliefs
MoreEnjoyable
It must make the product use experience
The ads create
49
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Combining rational and emotional appeals
Consumer purchase decisions are often made on the basis of both emotional and rational motives
Hence attention should be given to both in developing effective advertising
Consumers develop lsquoemotional bondingrsquo with the brands
Consumers also assign a lsquopersonalityrsquo to a brand Eg A brand may be thought of as aggressive adventurous self-assured etc
50
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Levels of relationships with brands
Emotions
Personality
Product Benefits
51
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Other types of Appeals
Reminder Advertising building brand awareness andor keeping the brand name in front of the customers
Advertisers introducing new products often use Teaser Advertising to build curiosity interest and excitement by talking about it but not actually showing it Also called mystery ads
Care should be taken not to stretch teaser ads for too long or they will loose their effectiveness
52
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Execution
Creative execution is the process by which the advertising appeal is presented
How you say is also as important in advertising as What you say
An advertising message can be presented or executed in numerous ways
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
42
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Appeal
It refers to the approach used to attract the attention of the consumers andor to influence their feelings toward the product service or cause
It is something that moves people speaks to their wants or needs and excites their interest The different appeals are
- Informationalrational appeals- Emotional appeals- Combining rational and emotional appeals- Other types of appeals
43
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Informational Rational Appeals
Product Popularity Appeal Stresses the brandrsquos popularity
News Appeals News announcement about the product
Favorable Price Appeal Makes price offer the dominant point
Competitive Advantage Appeal Makes comparisons to other brands
Feature Appeal Focus on dominant traits of the product
44
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Emotional Appeals
They relate to the customersrsquo social andor psychological needs for purchasing a product or service
Sometimes the feelings for a brand can be more important than the attributes of the product
Some of the emotions are
45
Integrated Marketing CommunicationsModule 4 Developing the IMC program
SafetySecurityFearLove AffectionHappiness JoyNostalgiaSentimentExcitementArousal
StimulationSorrow Grief
Pride Achievement
Accomplishment Self-esteem
EmbarrassmentActualization
Pleasure Ambition Comfort
46
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Status
Acceptance
Respect
Approval Affiliation
Belonging
Rejection Recognition
Embarrass-ment
Involvement
Social-BasedFeelings
47
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Transformational Advertisement
A lsquotransformational adrsquo is the one which associates the experience of using the brand with a unique set of psychological characteristics
48
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Richer
MoreExciting
Warmer
Feelings
Meanings
Images
Beliefs
MoreEnjoyable
It must make the product use experience
The ads create
49
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Combining rational and emotional appeals
Consumer purchase decisions are often made on the basis of both emotional and rational motives
Hence attention should be given to both in developing effective advertising
Consumers develop lsquoemotional bondingrsquo with the brands
Consumers also assign a lsquopersonalityrsquo to a brand Eg A brand may be thought of as aggressive adventurous self-assured etc
50
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Levels of relationships with brands
Emotions
Personality
Product Benefits
51
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Other types of Appeals
Reminder Advertising building brand awareness andor keeping the brand name in front of the customers
Advertisers introducing new products often use Teaser Advertising to build curiosity interest and excitement by talking about it but not actually showing it Also called mystery ads
Care should be taken not to stretch teaser ads for too long or they will loose their effectiveness
52
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Execution
Creative execution is the process by which the advertising appeal is presented
How you say is also as important in advertising as What you say
An advertising message can be presented or executed in numerous ways
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
43
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Informational Rational Appeals
Product Popularity Appeal Stresses the brandrsquos popularity
News Appeals News announcement about the product
Favorable Price Appeal Makes price offer the dominant point
Competitive Advantage Appeal Makes comparisons to other brands
Feature Appeal Focus on dominant traits of the product
44
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Emotional Appeals
They relate to the customersrsquo social andor psychological needs for purchasing a product or service
Sometimes the feelings for a brand can be more important than the attributes of the product
Some of the emotions are
45
Integrated Marketing CommunicationsModule 4 Developing the IMC program
SafetySecurityFearLove AffectionHappiness JoyNostalgiaSentimentExcitementArousal
StimulationSorrow Grief
Pride Achievement
Accomplishment Self-esteem
EmbarrassmentActualization
Pleasure Ambition Comfort
46
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Status
Acceptance
Respect
Approval Affiliation
Belonging
Rejection Recognition
Embarrass-ment
Involvement
Social-BasedFeelings
47
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Transformational Advertisement
A lsquotransformational adrsquo is the one which associates the experience of using the brand with a unique set of psychological characteristics
48
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Richer
MoreExciting
Warmer
Feelings
Meanings
Images
Beliefs
MoreEnjoyable
It must make the product use experience
The ads create
49
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Combining rational and emotional appeals
Consumer purchase decisions are often made on the basis of both emotional and rational motives
Hence attention should be given to both in developing effective advertising
Consumers develop lsquoemotional bondingrsquo with the brands
Consumers also assign a lsquopersonalityrsquo to a brand Eg A brand may be thought of as aggressive adventurous self-assured etc
50
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Levels of relationships with brands
Emotions
Personality
Product Benefits
51
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Other types of Appeals
Reminder Advertising building brand awareness andor keeping the brand name in front of the customers
Advertisers introducing new products often use Teaser Advertising to build curiosity interest and excitement by talking about it but not actually showing it Also called mystery ads
Care should be taken not to stretch teaser ads for too long or they will loose their effectiveness
52
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Execution
Creative execution is the process by which the advertising appeal is presented
How you say is also as important in advertising as What you say
An advertising message can be presented or executed in numerous ways
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
44
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Emotional Appeals
They relate to the customersrsquo social andor psychological needs for purchasing a product or service
Sometimes the feelings for a brand can be more important than the attributes of the product
Some of the emotions are
45
Integrated Marketing CommunicationsModule 4 Developing the IMC program
SafetySecurityFearLove AffectionHappiness JoyNostalgiaSentimentExcitementArousal
StimulationSorrow Grief
Pride Achievement
Accomplishment Self-esteem
EmbarrassmentActualization
Pleasure Ambition Comfort
46
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Status
Acceptance
Respect
Approval Affiliation
Belonging
Rejection Recognition
Embarrass-ment
Involvement
Social-BasedFeelings
47
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Transformational Advertisement
A lsquotransformational adrsquo is the one which associates the experience of using the brand with a unique set of psychological characteristics
48
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Richer
MoreExciting
Warmer
Feelings
Meanings
Images
Beliefs
MoreEnjoyable
It must make the product use experience
The ads create
49
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Combining rational and emotional appeals
Consumer purchase decisions are often made on the basis of both emotional and rational motives
Hence attention should be given to both in developing effective advertising
Consumers develop lsquoemotional bondingrsquo with the brands
Consumers also assign a lsquopersonalityrsquo to a brand Eg A brand may be thought of as aggressive adventurous self-assured etc
50
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Levels of relationships with brands
Emotions
Personality
Product Benefits
51
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Other types of Appeals
Reminder Advertising building brand awareness andor keeping the brand name in front of the customers
Advertisers introducing new products often use Teaser Advertising to build curiosity interest and excitement by talking about it but not actually showing it Also called mystery ads
Care should be taken not to stretch teaser ads for too long or they will loose their effectiveness
52
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Execution
Creative execution is the process by which the advertising appeal is presented
How you say is also as important in advertising as What you say
An advertising message can be presented or executed in numerous ways
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
45
Integrated Marketing CommunicationsModule 4 Developing the IMC program
SafetySecurityFearLove AffectionHappiness JoyNostalgiaSentimentExcitementArousal
StimulationSorrow Grief
Pride Achievement
Accomplishment Self-esteem
EmbarrassmentActualization
Pleasure Ambition Comfort
46
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Status
Acceptance
Respect
Approval Affiliation
Belonging
Rejection Recognition
Embarrass-ment
Involvement
Social-BasedFeelings
47
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Transformational Advertisement
A lsquotransformational adrsquo is the one which associates the experience of using the brand with a unique set of psychological characteristics
48
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Richer
MoreExciting
Warmer
Feelings
Meanings
Images
Beliefs
MoreEnjoyable
It must make the product use experience
The ads create
49
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Combining rational and emotional appeals
Consumer purchase decisions are often made on the basis of both emotional and rational motives
Hence attention should be given to both in developing effective advertising
Consumers develop lsquoemotional bondingrsquo with the brands
Consumers also assign a lsquopersonalityrsquo to a brand Eg A brand may be thought of as aggressive adventurous self-assured etc
50
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Levels of relationships with brands
Emotions
Personality
Product Benefits
51
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Other types of Appeals
Reminder Advertising building brand awareness andor keeping the brand name in front of the customers
Advertisers introducing new products often use Teaser Advertising to build curiosity interest and excitement by talking about it but not actually showing it Also called mystery ads
Care should be taken not to stretch teaser ads for too long or they will loose their effectiveness
52
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Execution
Creative execution is the process by which the advertising appeal is presented
How you say is also as important in advertising as What you say
An advertising message can be presented or executed in numerous ways
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
46
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Status
Acceptance
Respect
Approval Affiliation
Belonging
Rejection Recognition
Embarrass-ment
Involvement
Social-BasedFeelings
47
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Transformational Advertisement
A lsquotransformational adrsquo is the one which associates the experience of using the brand with a unique set of psychological characteristics
48
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Richer
MoreExciting
Warmer
Feelings
Meanings
Images
Beliefs
MoreEnjoyable
It must make the product use experience
The ads create
49
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Combining rational and emotional appeals
Consumer purchase decisions are often made on the basis of both emotional and rational motives
Hence attention should be given to both in developing effective advertising
Consumers develop lsquoemotional bondingrsquo with the brands
Consumers also assign a lsquopersonalityrsquo to a brand Eg A brand may be thought of as aggressive adventurous self-assured etc
50
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Levels of relationships with brands
Emotions
Personality
Product Benefits
51
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Other types of Appeals
Reminder Advertising building brand awareness andor keeping the brand name in front of the customers
Advertisers introducing new products often use Teaser Advertising to build curiosity interest and excitement by talking about it but not actually showing it Also called mystery ads
Care should be taken not to stretch teaser ads for too long or they will loose their effectiveness
52
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Execution
Creative execution is the process by which the advertising appeal is presented
How you say is also as important in advertising as What you say
An advertising message can be presented or executed in numerous ways
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
47
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Transformational Advertisement
A lsquotransformational adrsquo is the one which associates the experience of using the brand with a unique set of psychological characteristics
48
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Richer
MoreExciting
Warmer
Feelings
Meanings
Images
Beliefs
MoreEnjoyable
It must make the product use experience
The ads create
49
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Combining rational and emotional appeals
Consumer purchase decisions are often made on the basis of both emotional and rational motives
Hence attention should be given to both in developing effective advertising
Consumers develop lsquoemotional bondingrsquo with the brands
Consumers also assign a lsquopersonalityrsquo to a brand Eg A brand may be thought of as aggressive adventurous self-assured etc
50
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Levels of relationships with brands
Emotions
Personality
Product Benefits
51
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Other types of Appeals
Reminder Advertising building brand awareness andor keeping the brand name in front of the customers
Advertisers introducing new products often use Teaser Advertising to build curiosity interest and excitement by talking about it but not actually showing it Also called mystery ads
Care should be taken not to stretch teaser ads for too long or they will loose their effectiveness
52
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Execution
Creative execution is the process by which the advertising appeal is presented
How you say is also as important in advertising as What you say
An advertising message can be presented or executed in numerous ways
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
48
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Richer
MoreExciting
Warmer
Feelings
Meanings
Images
Beliefs
MoreEnjoyable
It must make the product use experience
The ads create
49
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Combining rational and emotional appeals
Consumer purchase decisions are often made on the basis of both emotional and rational motives
Hence attention should be given to both in developing effective advertising
Consumers develop lsquoemotional bondingrsquo with the brands
Consumers also assign a lsquopersonalityrsquo to a brand Eg A brand may be thought of as aggressive adventurous self-assured etc
50
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Levels of relationships with brands
Emotions
Personality
Product Benefits
51
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Other types of Appeals
Reminder Advertising building brand awareness andor keeping the brand name in front of the customers
Advertisers introducing new products often use Teaser Advertising to build curiosity interest and excitement by talking about it but not actually showing it Also called mystery ads
Care should be taken not to stretch teaser ads for too long or they will loose their effectiveness
52
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Execution
Creative execution is the process by which the advertising appeal is presented
How you say is also as important in advertising as What you say
An advertising message can be presented or executed in numerous ways
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
49
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Combining rational and emotional appeals
Consumer purchase decisions are often made on the basis of both emotional and rational motives
Hence attention should be given to both in developing effective advertising
Consumers develop lsquoemotional bondingrsquo with the brands
Consumers also assign a lsquopersonalityrsquo to a brand Eg A brand may be thought of as aggressive adventurous self-assured etc
50
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Levels of relationships with brands
Emotions
Personality
Product Benefits
51
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Other types of Appeals
Reminder Advertising building brand awareness andor keeping the brand name in front of the customers
Advertisers introducing new products often use Teaser Advertising to build curiosity interest and excitement by talking about it but not actually showing it Also called mystery ads
Care should be taken not to stretch teaser ads for too long or they will loose their effectiveness
52
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Execution
Creative execution is the process by which the advertising appeal is presented
How you say is also as important in advertising as What you say
An advertising message can be presented or executed in numerous ways
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
50
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Levels of relationships with brands
Emotions
Personality
Product Benefits
51
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Other types of Appeals
Reminder Advertising building brand awareness andor keeping the brand name in front of the customers
Advertisers introducing new products often use Teaser Advertising to build curiosity interest and excitement by talking about it but not actually showing it Also called mystery ads
Care should be taken not to stretch teaser ads for too long or they will loose their effectiveness
52
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Execution
Creative execution is the process by which the advertising appeal is presented
How you say is also as important in advertising as What you say
An advertising message can be presented or executed in numerous ways
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
51
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Other types of Appeals
Reminder Advertising building brand awareness andor keeping the brand name in front of the customers
Advertisers introducing new products often use Teaser Advertising to build curiosity interest and excitement by talking about it but not actually showing it Also called mystery ads
Care should be taken not to stretch teaser ads for too long or they will loose their effectiveness
52
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Execution
Creative execution is the process by which the advertising appeal is presented
How you say is also as important in advertising as What you say
An advertising message can be presented or executed in numerous ways
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
52
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Advertising Execution
Creative execution is the process by which the advertising appeal is presented
How you say is also as important in advertising as What you say
An advertising message can be presented or executed in numerous ways
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
53
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Execution Techniques
Personality Symbol
Straight sell
ScientificTechnical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
54
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informationalrational appeals where focus is the product and its attributes
Commonly used in print ads where information is given along with the picture
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
55
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ScientificTechnical Evidence
Variation of the straight sell where scientific evidence is presented in the advertisement
Ad may have result of laboratory testing endorsement of scientific bodies agencies etc
Eg Colgate ndash endorsed by Dental Association
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
56
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Demonstration
Illustrating the key advantages of the product by showing it in actual use
Generally used in TV ads where products are shown being used and the associated benefits are shown
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
57
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Comparison
This approach is a direct way of communicating a brandrsquos particular advantage over its competitors
Also used for positioning a new or lesser known brand with industry leaders
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
58
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Testimonial
A person praises the product or service on the basis of his or her personal experience with it
Usually ordinary customers discuss their experiences with the brand and the benefits of using it
A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
59
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Slice of Life
Widely used advertising format based on a problemsolution approach
The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem
Eg Dandruff bad breath body odor laundry problems
Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
60
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Animation
An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer
Cartoon animation is especially popular for commercials targeted at children
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
61
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Personality Symbol
This involves developing a central character that can deliver the advertising message and with which the product can be identified
They can be animated characters animals or people
Eg Camel
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
62
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle
The product or service becomes the central part of the situation
Eg Cosmetics ads often use fantasy appeals
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
63
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Dramatization
Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense
The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
64
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the advertising message
Eg Animation is often used to create personality symbols or fantasy
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
65
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative Tactics
Once the creative approach type of appeal and execution style have been determined the actual advertisement is created
It involves verbal and visual elements and tactical considerations
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
66
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for print advertising
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
67
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Indirect headline
Body copy
Visual element
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
68
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Creative tactics for television
Sight Motion Sound
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
69
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Production stages for TV commercials
Preproduction All work before actual shooting recording
Production Period of filming taping or recording
Postproduction Work after spot is filmed or recorded
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
70
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
71
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Location Timing Talent
Production
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
72
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Editing Processing
Sound effects
Audiovideo mixing
OpticalsApprovals
Duplicating
Releaseshipping
Postproduction
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
73
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Guidelines for evaluating the creative output
Consistent with brand marketing objectives
Consistent with brand advertising objectives
Consistent with creative strategy objectives
Communicates what itrsquos supposed to
Approach appropriate to target audience
Communicates clear convincing message
Does execution overwhelm the message
Appropriate to the media environment
Truthful and tasteful
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
74
Integrated Marketing CommunicationsModule 4 Developing the IMC program
MEDIA PLANNING AND STRATEGY
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
75
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Media Planning
It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand
Media Planning
Media Objectives Media Strategies
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
76
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Medium
It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media
Media vehicle
It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
77
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Reach
It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
Coverage
It refers to the potential audience that might receive the message through a vehicle
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
78
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
79
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Steps involved in developing the media plan
1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
80
Integrated Marketing CommunicationsModule 4 Developing the IMC program
1 Market analysis and target market identification
The key questions asked in this stage are
i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
81
Integrated Marketing CommunicationsModule 4 Developing the IMC program
In response to the first question target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number
Index = of users in a demographic segment x 100 of population in the same segment
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
82
Integrated Marketing CommunicationsModule 4 Developing the IMC program
There may be several internal and external factors operating
Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency
External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors
Some of the above may require primary research but many of them are available from secondary sources like
magazines syndicated services etc
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
83
Integrated Marketing CommunicationsModule 4 Developing the IMC program
The question of where to promote can be answered by using some indexes like
The survey of buying power index published annually by Sales and Marketing Management magazine
The Brand Development Index (BDI)
BDI = of brand to total US sales in the market x 100 of total US population in the market
The Category Development Index (CDI)
CDI = of product category total sales in the market x 100 of total US population in the market
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
84
Integrated Marketing CommunicationsModule 4 Developing the IMC program
2 Establishing Media Objectives
The media situation analysis should lead to determination of specific media objectives
These objectives are designed to lead to the attainment of communications and marketing objectives
Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months
After this comes the media strategies
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
85
Integrated Marketing CommunicationsModule 4 Developing the IMC program
3 Developing and implementing media strategies
The following criteria are considered in the development of media strategies
i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
86
Integrated Marketing CommunicationsModule 4 Developing the IMC program
i The media mix
A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc
By combining the media marketers can increase coverage reach frequency levels
Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
87
Integrated Marketing CommunicationsModule 4 Developing the IMC program
ii Target market coverage
The media planner determines which target markets should receive the most media emphasis
The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage
The goal is to cover the max target market and reduce the waste coverage
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
88
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iii Geographic coverage
According to the product or service attributes the media planner can decide in which areas to focus the promotion
For eg Ski products would be popular in areas where snow is available during some period of the year
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
89
Integrated Marketing CommunicationsModule 4 Developing the IMC program
iv Scheduling
It is timing the promotional efforts so that they will coincide with the highest potential buying times
Continuity regular pattern of advertising without breaks (daily weekly)
Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)
Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
90
Integrated Marketing CommunicationsModule 4 Developing the IMC program
v Reach vs frequency
There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints
Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives
If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo
There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
91
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency
Program Rating = of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no of people in target audience the media will reach and the number of times
The reach-vs-frequency decision is very difficult to make It is more of an art than a science
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
92
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vi Creative aspects and mood
For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit
Certain media enhance the creativity of a message because they create a mood that carries over to the communication
Hence a media can also create a perception about the message placed in them
Eg TV vs Internet
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
93
Integrated Marketing CommunicationsModule 4 Developing the IMC program
vii Flexibility
The media strategy should be flexible to address the following
-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
94
Integrated Marketing CommunicationsModule 4 Developing the IMC program
viii Budget considerations
The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste
The promotional costs can be categorized as
Absolute cost of medium ndash cost required to place the message
Relative cost ndash relationship between the price paid for advertising and size of the audience delivered
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
95
Integrated Marketing CommunicationsModule 4 Developing the IMC program
Calculating relative cost
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation
Cost per ratings point (CPRP) = Cost of commercial time Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000 circulation
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
96
Integrated Marketing CommunicationsModule 4 Developing the IMC program
4 Evaluation and follow up
All plans need some evaluation to assess their performance The questions to be asked are
- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives
Challenges in media planning are measurement and lack of consistent terminology
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program
97
Integrated Marketing CommunicationsModule 4 Developing the IMC program