Transcript MRK317Reviewand Chap5+

Review and Chapter 5 re-cap
Where have we been
IMC – What is it? Why is it important?
What trends are driving IMC?
Ch. 1
Segmentation and selecting a target market
Ch. 1
Positioning – POINT OF DIFFERENCE (USP)
Ch. 2
and 3
Ch. 3
Branding, Positioning Strategy
Where have we been
MARKETING COMMUNICATIONS PLAN
Marketing Communications Objectives, Strategies
ADVERTISING PLAN
Pg. 57
Advertising Objectives
Pg. 105
CREATIVE PLAN
MEDIA PLAN
Creative Objectives
Creative Strategy
Creative Execution
Media Objectives
Pg. 112 +
Media Strategy
Media Execution
Pg. 105 +
Creative Planning: The Creative Brief
1.
2.
3.
4.
5.
6.
Problem – from the consumer’s
standpoint
Advertising Objective
Positioning Strategy Statement
Creative Objective
Creative Strategy – tone, theme, appeal
Creative Execution
Media Plan
1.
Media Objectives
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Who is the target market
What is the nature of the message to be
communicated (information intensive, image
intensive etc)
Where are the market priorities geographically
When is the best time to reach the target (time of
year and of day)
How many people to reach, how often
Media Strategy
1.
Target Market Profile Approach

2.
3.
4.
5.
Shotgun, Profile, Rifle
Geographic Priorities
Timing of Advertising
Reach, Frequency, Continuity
Media Execution – Media Blocking
Chart
CPM
(Cost of ad/circulation) X 1000
TV Advertising Alternatives
Factors such as the budget available and market coverage
priorities influence television decisions. TV is expensive.
• Network Spots
• Selective Spots
• Local Spots
• Sponsorships
• Branded Content
Radio Advertising
In radio all decisions are usually based on demographics.
1. Station format determines the audience profile.
2. Radio is ideal for reaching targets defined by age.
3. Radio is an important medium if a “key market”
strategy is recommended.
Newspaper Advertising
Local market circulation and readership make
newspapers an attractive medium.
1. Newspapers are ideal for a “key market” media
strategy.
2. Newspapers are attractive to national advertisers,
and national and local retailers.
3. Newspapers offer “merchandising” opportunities.
Magazine Advertising
Magazines are excellent at targeting precisely defined
audiences.
1. Magazines are a “class” medium instead of a
“mass”medium.
2. The clustering of ads has a negative influence on
message impact.
3. Magazines are ideal for “profile matching” media
strategies.
Out-of-Home Advertising
Outdoor is a passive medium but the message is very
visible.
1. Outdoor ads reach the same audience
frequently.
2. A wide variety of alternatives are available.
Outdoor can be virtually anywhere!
3. An ideal medium for “shotgun” media
strategies in key markets.
Posters
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10’ x 20’
Front lit illumination
Available in Top 10 markets,
mid/small communities across
country
Excellent mass distribution
Superboards
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Front lit
10’ x 44’ and 14’
x 48’
Vinyl
Reusable
Space
extensions
Backlights
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23’ x 10’ horizontal
14’ x 19’ vertical
Rear illuminated
Printed on vinyl
Reusable
Wall Mural - Painted
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“Urban art”
Painted directly
on the wall
Located in high
profile areas in
Toronto
Various sizes
Wall Mural - Banner

Various sizes
 Vinyl
 Landmark
locations in
Toronto
Transit Advertising
Easy way to target transit riders – they
have nothing else to do while on the bus
 Offer continuous exposure
 Easy way to reach a diverse audience
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Transit Shelters
4’ x 6’
 National
coverage
 Specific targets
 Backlit
 10,000 faces
located on key
transportation
routes in major
markets
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King Posters
 30” h x 139” w
 Urban coverage of
Toronto and other major
cities across Canada
 Reusable
Super Kings
 30” h x 192” w
Seventy Posters
 21” h x 70” w
 Urban coverage of
Toronto and other major
cities across Canada
Vinyl Wraps
Full wraps - Vinyl
application on both
sides and the back of
the bus.
Murals - Vinyl
application on the
driver’s side of the
bus only.
Vinyl Wraps
Full Backs - Vinyl
application on the back of
the bus only.
Streetcar wraps –
Vinyl application on
both sides and the
back of a streetcar.
Subway Wraps
 Vinyl application of both
sides of a subway train
 2 cars sold together.
Interior Cards
 Backlit
 Above the windows of
all transit vehicles
 Standard sizes across
Canada
Standard Interior
11”h x 35”w
Super Interior
11”h x 70”w
Vertical Posters
 28” h x 20” w
 Toronto subway cars
and on station walls
by the escalators
Subway Platform Posters
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Bloor Backlit
4’ x 6’
Toronto subway
Standard size – same as a TSA
Backlits available at Bloor and
Dundas stations
Backlit 50’s and 100’s
 Toronto subway
 Located in backlit
frames in high traffic
locations at various
stations
Backlit 100
Backlit 50
Ceiling Decals
 Available in buses only
 Maximum size of 2’ x 4’
Stair Risers
 Available on a station specific basis, or as part of a
station domination.
Turnstiles
 Roadblock the consumer entering or leaving the
station.
 Turnstiles are sold as a package
Assessing Media Alternatives
The strengths and weaknesses of all media options
are evaluated.
Medium
Television
Radio
Pro
Con
Impact
High Cost
Reach
Clutter
Some targeting
Audience fragmentation
Coverage flexibility
Technology
Targeting
Fragmentation
Frequency
Message (Sound only)
Flexible – key markets
Assessing Media Alternatives
Medium
Newspaper
Magazine
Pro
Con
Local Reach
Short Life
Key Market Coverage
Clutter
Media environment
Reproduction quality
Merchandising
Audience diversity
Targeting
Clutter
Message Quality
Low Frequency
Lifespan
Cost
Environment
Pass along readers
Assessing Media Alternatives
Medium
Outdoor
Transit
Pro
Con
Reach
Creative Limitations
Frequency
Low Targeting
Coverage flexibility
Cost
Awareness
Image
Reach and frequency
Targeting
Continuous exposure
Environment – clutter
Coverage flexibility
Unique Forms of Advertising
Advertising can reach consumers in unique
and unexpected ways:
 Airport Display Ads
 Bar, Restaurant and Hotel Ads
 Washrooms
 Benches
Unique Forms of Advertising
Other innovative alternatives include:
 Elevator Advertising
 Arena and Stadium Advertising
 Supermarket and Other Retail Advertising
 Taxicabs
 Theatre Screens
Questions from text – page 156
Discussion questions
#4
#5
#8