Transcript MBA 532 Marketing Communications Strategy

MBA 532
Marketing Communications Strategy
The Process:
Advertising and Integrated Brand
Promotion in Business & Society (Ch. 1)
with Duane Weaver
OUTLINE



Introductions
Course Overview: outline, assignments, site
Chp 1. The Process: Advertising and Integrated Brand Promotion
in Business & Society









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









B.Comm., M.D.Ed.(th.pds), IESNA
CEO 2Birds1Stone
Marketing 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 and Floral.
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

Your name?

What do you expect to get out of
learning MBA 532 (Marketing
Communications Strategy)?
What is your personal learning GOAL?

Provide an example of one company
that in your opinion, manages brand
promotion effectively. Why?
Chapter 1 with Duane Weaver
The Process:
Advertising and Integrated Brand
Promotion in Business & Society
The Process: Advertising and Integrated
Brand Promotion in Business & Society

What is Advertising?
“…a paid mass-mediated attempt to
persuade”
(O’Guinn, Allen, Semenik 4Ed., pp. 8-9)

Advertising versus Publicity
Definitions:

Advertisement: “…a specific message that someone
or some organization has placed to persuade and
audience.”

Advertising Campaign: “…a series of coordinated
ads and other promos that communicate
reasonably cohesive and integrated theme.”

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, Semenik 4Ed., p. 12)
Advertising as a
Communication Process
Intended
Message
Sender
Perceived
Message
Encode
Medium
Decode
Receiver
Communication Exercise

Groups of 4
Sender
 Receiver
 Observers (2)

Audiences

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

Advertising and Brand Promotion

“effective advertising as part of an overall
integrated brand promotion is a key factor
in the success of brands”
(O’Guinn, Allen, Semenik 4Ed., p. 20)

“advertising…plays a critical role in brand
development”
(O’Guinn, Allen, Semenik 4Ed., p. 21)

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”

(O’Guinn, Allen, Semenik 4Ed., p. 21)
Building Brand Loyalty

…occurs when a consumer repeatedly
purchases the same brand to the
exclusion of the competitors’ brands.
Brand Equity

…is built when a company builds and
maintains positive associations with
the brand in the mind of the consumer.
Inelasticity of Demand

Brand loyal consumers tend to be less
sensitive to price increases. Economics
calls this inelasticity of demand.
Types of Advertising


Demand Stimulation:

Primary – create demand for entire product category

Selective – point out a brand’s unique benefits compared
to competition
Response Advertising:



(usually new products)
Direct – act immediately
Delayed – develop awareness and preference over time
Corporate vs. Brand Advertising:

Corporate – to favour the company

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

emphasis on communication).

IBP has become the emphasis more
recently (with a focus on brand over communication).
MBA 532
Marketing Communications Strategy
Thank You!
See you next week