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Integrated Marketing Communications

Integrated Marketing Communications

It Pays to Advertise!

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Developing a Marketing Developing a Marketing Communications PlanCommunications Plan

Step 1: Create specific, Step 1: Create specific, measurable objectives.measurable objectives.Step 2: Identify and analyze Step 2: Identify and analyze the target audience.the target audience.Step 3: Design an Step 3: Design an advertising message and advertising message and choose the media for choose the media for transmitting it. transmitting it.

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Build Ads Around a UniqueBuild Ads Around a UniqueSelling Proposition (USP)Selling Proposition (USP)

USPUSP -- A key customer benefit of a A key customer benefit of a product or service that answers the product or service that answers the critical question that critical question that everyevery customer customer asks: asks: ““What's in it for meWhat's in it for me??””Identify your product or service's USP Identify your product or service's USP by describing the primary benefit it by describing the primary benefit it offers customers and then list other offers customers and then list other secondary benefits it provides.secondary benefits it provides.

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Build Ads Around a UniqueBuild Ads Around a UniqueSelling Proposition (USP)Selling Proposition (USP)

(continued)(continued)

DonDon’’t overlook the intangible or t overlook the intangible or psychological benefits your product psychological benefits your product or service offers. or service offers. Briefly list a few facts that support Briefly list a few facts that support this USP.this USP.Then, focus your ads to stress these Then, focus your ads to stress these top benefits and the facts supporting top benefits and the facts supporting them!them!

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A SixA Six--Sentence Advertising Sentence Advertising StrategyStrategy

What is the purpose of this ad?What is the purpose of this ad?What USP can you offer customers?What USP can you offer customers?What other key benefits support your USP?What other key benefits support your USP?At whom are you aiming the ad?At whom are you aiming the ad?What response do you want from your target What response do you want from your target audience?audience?What image do you want to convey in your What image do you want to convey in your ads?ads?

Five Fundamentals of a Successful Advertisement.Five Fundamentals of a Successful Advertisement.

It should attract attention.It should emphasize a keybenefit of the product orservice to the customer.

It should communicate the company’s UniqueSelling Proposition (USP).

It should prove the USPand benefits to the customerwith facts, statistics, or testimonials.

It should motivate customersto take action immediately.

Source: Adapted from Jerry Fisher, “Fine Print,” Entrepreneur, November 1994, pp. 145-147.

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Can Your Ad Pass These 7 Tests?Can Your Ad Pass These 7 Tests?

Scan testScan testComprehension testComprehension testDifferentiation testDifferentiation testPuffery testPuffery testBelievability testBelievability testImmediate clarity testImmediate clarity testUSP test USP test Click Here

For Details

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The Scan testThe Scan test: scan the ad quickly, reading only the headline : scan the ad quickly, reading only the headline and any copy that is designed to stand out and looking at the and any copy that is designed to stand out and looking at the photos or drawings that it includes. Can you tell what the ad photos or drawings that it includes. Can you tell what the ad is offering and, more importantly, does the benefit jump out is offering and, more importantly, does the benefit jump out at you?at you?The comprehension testThe comprehension test: Give the ad to someone who fits the : Give the ad to someone who fits the profile of your target audience but who is unfamiliar with the profile of your target audience but who is unfamiliar with the product or service you are advertising. After reading the ad product or service you are advertising. After reading the ad once can that person tell you what the product or service is, once can that person tell you what the product or service is, what benefits it provides, what the offer is, and how to order?what benefits it provides, what the offer is, and how to order?The differentiation testThe differentiation test: Does the combination of ad copy and : Does the combination of ad copy and graphics differentiate your product or service from those of graphics differentiate your product or service from those of your competitors? If a prospective customer read your ad and your competitors? If a prospective customer read your ad and one of your chief competitor's ads, would she be bale to tell one of your chief competitor's ads, would she be bale to tell how your product is different and better?how your product is different and better?The puffery testThe puffery test: Go through your copy and highlight every : Go through your copy and highlight every word or phrase that can be considered word or phrase that can be considered ““sales puffery,sales puffery,”” such such as as ““best,best,”” ““greatest,greatest,”” ““finest,finest,”” and others. Can you eliminate and others. Can you eliminate these words and replace them with specific facts? If not, can these words and replace them with specific facts? If not, can you support the adyou support the ad’’s claims with customer testimonials?s claims with customer testimonials?

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The Believability testThe Believability test: Give your ad to a potential : Give your ad to a potential customer and ask her to read through it. Ask her to customer and ask her to read through it. Ask her to highlight any claims in the ad that she finds hard to highlight any claims in the ad that she finds hard to believe. Can you change them to make them more believe. Can you change them to make them more believable or offer facts to support them?believable or offer facts to support them?The immediate clarity testThe immediate clarity test: After the potential : After the potential customer conducts the believability test, ask her to customer conducts the believability test, ask her to circle any words, phrases, or abbreviations that are circle any words, phrases, or abbreviations that are not clear to her. Rewrite those parts of your ad.not clear to her. Rewrite those parts of your ad.The USP testThe USP test: Is the ad built around your company: Is the ad built around your company’’s s USP? Does the USP come through in the message the USP? Does the USP come through in the message the ad sends to potential customers?ad sends to potential customers?

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Promotion IncludesPromotion Includes……

PublicityPublicity -- any commercial news covered by the any commercial news covered by the media that boosts sales but for which the small media that boosts sales but for which the small business does not pay.business does not pay.Personal sellingPersonal selling -- the personal contact between the personal contact between sales personnel and potential customers sales personnel and potential customers resulting from sales efforts.resulting from sales efforts.AdvertisingAdvertising -- any sales presentation that is any sales presentation that is nonpersonalnonpersonal in nature and is paid for by an in nature and is paid for by an identified sponsor.identified sponsor.

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Tips for Stimulating PublicityTips for Stimulating Publicity

Write an article of interest Write an article of interest to customers.to customers.Sponsor an offSponsor an off--beat event.beat event.Involve celebrities Involve celebrities ““on the on the cheap.cheap.””Offer to be interviewed on Offer to be interviewed on TV and radio stations.TV and radio stations.Publish a newsletter.Publish a newsletter.Speak to local Speak to local organizations.organizations.

Sponsor a seminar.Sponsor a seminar.Write news releases and fax Write news releases and fax or eor e--mail them to the media.mail them to the media.Serve on community and Serve on community and industry boards and industry boards and committees.committees.Sponsor a community Sponsor a community project or support a project or support a nonprofit organization.nonprofit organization.Promote a cause.Promote a cause.

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Sponsorships and Special EventsSponsorships and Special Events

Sponsoring special events generates Sponsoring special events generates publicity, attracts interest, and provides a publicity, attracts interest, and provides a lasting impression of a company in lasting impression of a company in customerscustomers’’ minds.minds.Small companies can create their own Small companies can create their own special events. special events.

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Tips for Sponsoring an EventTips for Sponsoring an Event

DonDon’’t count on sponsorships for your t count on sponsorships for your entire advertising campaign.entire advertising campaign.Look for or create an event that is Look for or create an event that is appropriate for your business.appropriate for your business.Research the event and the organization Research the event and the organization hosting it hosting it beforebefore agreeing to become a agreeing to become a sponsor. sponsor.

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Tips for Sponsoring an EventTips for Sponsoring an Event(continued)(continued)

Try to become the dominant (or ideally, Try to become the dominant (or ideally, the only) sponsor of the event.the only) sponsor of the event.Clarify the costs and the level of Clarify the costs and the level of participation required for sponsorship up participation required for sponsorship up front.front.Get involved; take an active role in the Get involved; take an active role in the event. event.

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Top SalespeopleTop Salespeople……

Are enthusiastic and alert to new opportunities.Are enthusiastic and alert to new opportunities.Are experts in the products and services they Are experts in the products and services they sell.sell.Concentrate on select accounts.Concentrate on select accounts.Plan thoroughly.Plan thoroughly.Use a direct approach. They Use a direct approach. They get right to the point with get right to the point with customers.customers.

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Top SalespeopleTop Salespeople……

Work from the customerWork from the customer’’s perspective.s perspective.Use past success stories.Use past success stories.Leave sales material with clients.Leave sales material with clients.See themselves as problem solvers, not See themselves as problem solvers, not just vendors.just vendors.Measure their success not just by sales Measure their success not just by sales volume but by customer satisfaction. volume but by customer satisfaction.

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Successful Personal SellingSuccessful Personal SellingRequires a Selling System Requires a Selling System

Create trust and respectCreate trust and respect -- Establish rapport Establish rapport with the prospect.with the prospect.Interview the prospectInterview the prospect -- Let the prospect Let the prospect talk to determine the key criteria that talk to determine the key criteria that influence the buying decision.influence the buying decision.Demonstrate, explain, and showDemonstrate, explain, and show –– Make Make clear the benefits of your product or service.clear the benefits of your product or service.

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Successful Personal SellingSuccessful Personal SellingRequires a Selling System Requires a Selling System

ValidateValidate -- Prove the claims about your Prove the claims about your product or service.product or service.Overcome objectionsOvercome objections-- Listen for objections Listen for objections and try to overcome them.and try to overcome them.CloseClose -- Stop talking and ask for the order.Stop talking and ask for the order.

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Selecting Advertising Media:Selecting Advertising Media:Key QuestionsKey Questions

How large is my firm's trading area?How large is my firm's trading area?Who are my customers and what are Who are my customers and what are their characteristics?their characteristics?Which media are my target customers Which media are my target customers most likely to watch, listen to, or read?most likely to watch, listen to, or read?What budget limitations do I face?What budget limitations do I face?

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Selecting Advertising Media:Selecting Advertising Media:Key QuestionsKey Questions

Which media do my competitors use?Which media do my competitors use?How important are repetition and How important are repetition and continuity of my advertising message?continuity of my advertising message?How does each medium compare with How does each medium compare with others in its audience, its reach, and its others in its audience, its reach, and its frequency?frequency?What does the advertising medium cost?What does the advertising medium cost?

Absolute costAbsolute cost--the actual dollar outlaythe actual dollar outlayRelative costRelative cost--the cost of an ad per potential the cost of an ad per potential customer reachedcustomer reached

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Advertising Media OptionsAdvertising Media Options

Outdoor adsOutdoor adsTransit advertisingTransit advertisingDirectoriesDirectoriesTrade showsTrade showsSpecialty advertisingSpecialty advertisingPointPoint--ofof--purchase purchase adsads

WordWord--ofof--MouthMouthNewspapersNewspapersRadioRadioTelevisionTelevisionMagazinesMagazinesDirect mailDirect mailWorld Wide WebWorld Wide Web

23.5%19.3%19.1%

7.7%5.9% 4.8%

1.9% 2.2% 2.5%

13.0%

0%

5%

10%

15%

20%

25%Pe

rcen

t

Television

Direct M

ailNewspapers

RadioDire

ctories

Magazines

PapersOutdoorInternet

Other

Medium

Advertising Expenditures by Medium

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NewspapersNewspapers

AdvantagesAdvantagesSelected geographic coverageSelected geographic coverageFlexibilityFlexibilityTimelinessTimelinessCommunication potentialCommunication potentialLow costLow costPrompt responsesPrompt responses

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NewspapersNewspapers(continued)(continued)

DisadvantagesDisadvantagesWasted readershipWasted readershipReproduction limitationsReproduction limitationsLack of prominenceLack of prominenceDeclining readershipDeclining readershipShort ad lifeShort ad life

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RadioRadio

AdvantagesAdvantagesUniversal infiltrationUniversal infiltrationMarket segmentationMarket segmentationFlexibility and timelinessFlexibility and timelinessFriendlinessFriendliness

DisadvantagesDisadvantagesPoor listeningPoor listeningNeed for repetitionNeed for repetitionLimited messageLimited message

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Snappy Radio Copy Should....Snappy Radio Copy Should....

Stress benefits to the Stress benefits to the listener.listener.Use attentionUse attention--getters.getters.Zero in on a particular Zero in on a particular audience.audience.Be simple and to the Be simple and to the point.point.Sell early and often.Sell early and often.Be written for the ear.Be written for the ear.

Be rehearsed before Be rehearsed before presentation.presentation.Use positive action Use positive action words.words.Put the listener in the Put the listener in the picture.picture.Mention the advertiser Mention the advertiser often.often.Focus on getting a Focus on getting a response.response.

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TelevisionTelevision

AdvantagesAdvantagesBroad coverageBroad coverageVisual advantageVisual advantageFlexibilityFlexibilityDesign and production assistanceDesign and production assistance

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TelevisionTelevision(continued)(continued)

DisadvantagesDisadvantagesBrief exposureBrief exposureClutterClutterZappingZappingFragmented audienceFragmented audienceCostsCosts

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Creative Television AdsCreative Television Ads

Keep it simple.Keep it simple.Have one basic idea.Have one basic idea.Make your point Make your point clear.clear.Make it unique.Make it unique.Get viewersGet viewers’’attention.attention.Involve the viewer.Involve the viewer.

Use emotion.Use emotion.Consider Consider production values.production values.Prove your Prove your productproduct’’s or s or serviceservice’’s benefit.s benefit.Identify your Identify your company well and company well and often.often.

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MagazinesMagazines

AdvantagesAdvantagesLong life spansLong life spansMultiple readershipMultiple readershipTarget marketingTarget marketingAd qualityAd quality

DisadvantagesDisadvantagesCostCostLong closing timesLong closing timesLack of prominenceLack of prominence

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Direct MailDirect Mail

AdvantagesAdvantagesSelectivitySelectivityFlexibilityFlexibilityReader attentionReader attentionRapid feedbackRapid feedbackMeasurable results and Measurable results and testable strategiestestable strategiesEffectivenessEffectiveness

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Direct MailDirect Mail(continued)(continued)

DisadvantagesDisadvantagesInaccurate mailing listsInaccurate mailing listsClutterClutterHigh relative costsHigh relative costsHigh throwaway rateHigh throwaway rate

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Creating Direct Mail Ads That Creating Direct Mail Ads That Really WorkReally Work

Promise benefits in the headline.Promise benefits in the headline.Use short Use short ““actionaction”” words.words.Use lots of white space.Use lots of white space.Use eyeUse eye--catching words.catching words.Forget grammatical rules.Forget grammatical rules.Repeat the offer at least three times.Repeat the offer at least three times.Offer proof of claims and endorsements.Offer proof of claims and endorsements.Ask for the order.Ask for the order.

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Creating Direct Mail Ads That Creating Direct Mail Ads That Really WorkReally Work

Ask the reader questions in the copy.Ask the reader questions in the copy.Use highUse high--quality paper and envelopes.quality paper and envelopes.People usually open envelopes that resemble People usually open envelopes that resemble bills.bills.Address envelopes to a particular person.Address envelopes to a particular person.Use stamps if possible.Use stamps if possible.Use a Use a ““P.S.P.S.”” because recipients almost always because recipients almost always read them.read them.Make the order form easy to fill out. Make the order form easy to fill out.

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Advertising on the WebAdvertising on the Web

Banner adsBanner adsPopPop--up adsup adsCookiesCookiesFullFull--page adspage adsPush technology adsPush technology adsEE--mail adsmail ads

Permission ePermission e--mailmailSpamSpam

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Outdoor AdvertisingOutdoor Advertising

AdvantagesAdvantagesHigh exposureHigh exposureBroad reachBroad reachFlexibilityFlexibilityCost efficiencyCost efficiency

DisadvantagesDisadvantagesBrief exposureBrief exposureLimited ad recallLimited ad recallLegal restrictionsLegal restrictionsLack of prominenceLack of prominence

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Transit AdvertisingTransit Advertising

AdvantagesAdvantagesWide coverageWide coverageRepeat exposureRepeat exposureLow costLow costFlexibilityFlexibility

DisadvantagesDisadvantagesGeneralityGeneralityLimited appealLimited appealBrief messageBrief message

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DirectoriesDirectories

AdvantagesAdvantagesPrime prospectsPrime prospectsLong lifeLong life

DisadvantagesDisadvantagesLack of flexibilityLack of flexibilityAd clutterAd clutterObsolescenceObsolescence

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Trade ShowsTrade Shows

AdvantagesAdvantagesNatural marketNatural marketPrePre--selected audienceselected audienceNew customer marketNew customer marketCost advantageCost advantage

DisadvantagesDisadvantagesIncreasing costsIncreasing costsWasted effortWasted effort

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Specialty AdvertisingSpecialty Advertising

AdvantagesAdvantagesReaching selected audiencesReaching selected audiencesPersonalized naturePersonalized natureVersatilityVersatility

DisadvantagesDisadvantagesPotential for wastePotential for wasteCostsCosts

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Preparing An Advertising BudgetPreparing An Advertising Budget

What is affordableWhat is affordableMatching competitor's advertising Matching competitor's advertising expendituresexpendituresPercentage of Sales Percentage of Sales

Past SalesPast SalesForecasted SalesForecasted Sales

ObjectiveObjective--andand--TaskTask

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How To Advertise How To Advertise ““BigBig””On A Small BudgetOn A Small Budget

Take advantage of cooperative Take advantage of cooperative advertising.advertising.Consider shared advertising.Consider shared advertising.Repeat ads that have been successful.Repeat ads that have been successful.Use identical ads in different media.Use identical ads in different media.

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How To Advertise How To Advertise ““BigBig””On A Small BudgetOn A Small Budget

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Hire independent copywriters and Hire independent copywriters and artists.artists.Concentrate advertising when customers Concentrate advertising when customers are most likely to buy.are most likely to buy.Maximize publicity with techniques such Maximize publicity with techniques such as cause marketing.as cause marketing.