Transcript MBA 532 Marketing Communications Strategy

MBA 532
Marketing Communications Strategy
Course Introduction and
The Process:
Advertising and Integrated Brand Promotion
with Duane Weaver
OUTLINE
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Introductions
Course Overview:
outline, assignments, site
Advertising and Integrated Brand Promotion
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What is Advertising?
Definitions?
Advertising a Communication Process
Audiences
Brand Promotion
Brand Loyalty
Brand Equity
Inelasticity of Demand
Types of Advertising
From Ads to IMC to IBP
Introductions - Instructor
Duane Weaver
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B.Comm., M.D.E., IESNA
Chair of Marketing, Faculty of Managment, VIU
Director of Marketing, ABSEL (Assoc. of Business Simulation
and Experiential Learning)
CEO 2Birds1Stone
Marketing, Mgmt. and Computer Applications Instructor
20+ years management experience (marketing)
Industry experience: High-tech, Artificial Intelligence,
Telecommunications, Computing, Lighting, Automotive,
Fashion, Distance Education, B2B, B2C, E-Commerce, ELearning, Grocery, Floral., Education, and Consulting
Manufacturing, Wholesale and Retail experience.
Family, small business, and multi-national corporations
Positions: Board of Directors, CEO, General Manager,
International Sales Manager, Business Development Manager,
Regional Sales Manager, Product Manager, Market Manager,
Service Manager, Parts Manager, Acct. Manager,
Marketing/Business Consultant, Instructor
Enjoy sailing, soccer, badminton, golf and camping
Introductions - Students
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Your name?
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What do you expect to get out of
learning MBA 532 (Marketing
Communications Strategy)?
What is your personal learning GOAL?
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Provide an example of one company
that in your opinion, manages brand
promotion effectively. Why?
Assignments and Outline Overview
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Essay – 30%
(Individual)due Sep. 11 before 1:00 PM
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ELM Case and Sample Ad – 5%
(Team) Due Sep 23 before 1:00PM
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Revised Print Ad – 10%
(Individual) due Sep. 25, before 1:00PM
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Expertise
(Student Lead Instruction) –
(Individual) due Sep. 30, or Oct. 2, 7, 9, or 14
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15%
Marketing Communication Plan – 40%
(Team) Due Oct 2nd rough draft/Oct 16 final draft
The Process:
Advertising and Integrated Brand
Promotion in Business & Society
with Duane Weaver
The Process: Advertising and Integrated
Brand Promotion in Business & Society
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What is Advertising?
“…a paid mass-mediated attempt to
persuade”
(O’Guinn, Allen, and Semenik, 2007, pp. 8-9)
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Advertising versus Publicity
Definitions:
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Advertisement: “…a specific message that someone
or some organization has placed to persuade an
audience.”
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Advertising Campaign: “…a series of coordinated
ads and other promos that communicate
reasonably cohesive and integrated theme.”
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Integrated Brand Promotion (IBP): “…the use of
many promotional tools, including advertising, in a
coordinated manner to build and then maintain
brand awareness, identity, and preference.”
(O’Guinn, Allen, and Semenik, 2007, p. 12)
Advertising as a
Communication Process
Intended
Message
Sender
Perceived
Message
Encode
Medium
Decode
Receiver
Audiences
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Target Audience:
group of consumers singled out by an
organization for an advertisement or
campaign
Household Consumers
 Business Organizations
 Trade Channels (personal selling)
 Professionals
 Government
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Advertising and Brand Promotion
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“effective advertising as part of an overall
integrated brand promotion is a key factor
in the success of brands”
(O’Guinn, Allen, and Semenik, 2007, p. 20)
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“advertising…plays a critical role in brand
development”
(O’Guinn, Allen, and Semenik, 2007, p. 21)
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Brand:
“a name, term, sign symbol, or any other
feature that identifies one seller’s goods or
service as distinct from those of other
sellers”
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(O’Guinn, Allen, and Semenik, 2007, p. 21)
Building Brand Loyalty
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…occurs when a consumer repeatedly
purchases the same brand to the
exclusion of the competitors’ brands.
Brand Equity
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…is built when a company builds and
maintains positive associations with
the brand in the mind of the
consumer.
Inelasticity of Demand
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Brand loyal consumers tend to be less
sensitive to price increases. Economics
calls this inelasticity of demand.
Types of Advertising
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Demand Stimulation:
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Primary – create demand for entire product category
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Selective – point out a brand’s unique benefits compared
to competition
Response Advertising:
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(usually new products)
Direct – act immediately
Delayed – develop awareness and preference over time
Corporate vs. Brand Advertising:
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Corporate – to favour the company
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Brand – heightens awareness of the benefits, features,
and values of a particular brand (stimulates brand recognition)
recognition)
(stimulates corporate
Advertising to IMC to IBP
Advertising is only one component of
the promotional tools available in
Integrated Marketing Communications
(IMC)
 IMC = process of using promotional
tools so that a unified synergistic
communication effect is created (an
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emphasis on communication).
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IBP has become the emphasis more
recently (with a focus on brand over communication).
MBA 532
Marketing Communications Strategy
Thank You!
Let’s Look at the worst case ads
and DISCUSS