Transcript MKM803Chapter11andRev+

Do you remember where we
have been?
Contemporary IMC Approach
Packaging
Sales
Promotion
Point of
Purchase
Publicity
Interactive
Marketing
Media
Advertising
Direct
Marketing
Direct
Response
Public
Relations
Special
Events
Reasons for the Growth of IMC
Planning Efficiency and
Effectiveness
Consumer Adoption of
Technology and Media
Innovative Marketing
Practices
Shifting of marketing
dollars
Movement from
advertising focus
Growth of the Internet
Growth of database
marketing
Shift in power
Consumer Decision Making
Decision Stage
Psychological Process
Need Recognition
Motivation
Information Search
Perception
Alternative Evaluation
Purchase Decision
Postpurchase Evaluation
Attitude Formation
Integration
Learning
Bases for Segmentation
Psychographic
Demographic
Customer
Characteristics
Socioeconomic
Geographic
Behaviour
behaviour
Outlets
Buying
Situation
Usage
Benefits
The Communications Process
Alternative Response
Hierarchies
Marketing Versus Communications Objectives
Marketing
Objectives
Communications
Objectives
• Generally stated in the
firm’s marketing plan
• Achieved through the
overall marketing plan
• Quantifiable, such as
sales, market share,
ROI
• To be accomplished in a
given period of time
• Must be realistic and
attainable to be
effective
• Derived from the overall
marketing plan
• More narrow than
marketing objectives
• Based on particular
communications tasks
• Designed to deliver
appropriate messages
• Focused on a specific
target audience
Vs.
Options for Behavioural
Objectives
1.

Trial
Consumer’s first purchase of focal
brand.

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Brand trial objectives
Retrial objectives
Brand-switching objectives
Category trial objectives
Options for Behavioural
Objectives
2.

Repeat Purchase
A consumer’s continued purchase of a
focal brand within a specified time
period.

Repeat-purchase objectives
Options for Behavioural
Objective
3.


Purchase-Related Behaviour
An action taken by consumers which
will lead to a higher probability of
purchasing the brand.
Consumer seeks some amount of
information about, or experience with,
the brand.

Purchase-related behaviour objectives
Options for Behavioural
Objectives
4.

Repeat Consumption
The continued consumption of a brand
once purchased.

Repeat-consumption objectives
Options for Communication
Objectives
Category need
1.
•
2.
3.
4.
5.
Whether the target audience feels the
need to purchase within the actual product
category.
Brand awareness
Brand attitude
Brand purchase intention
Brand purchase facilitation
Positioning

“The art and science of fitting the product
or service to one or more segments of
the broad market in such a way as to set
it meaningfully apart from competition.”
Brand Positioning Strategy
Options
Options via Consumer and Competition
Positioning by Product
Attributes and Benefits
Positioning by
Price/Quality
Positioning by Use or
Application
Positioning by Product
User
Repositioning
Positioning by Competitor
Positioning by Product
Class
Creative Strategy
Theme or Big Idea
 Appeal technique
 Source

Advertising Campaign Themes
The central message that will be
communicated
in all of the various IMC activities
Miller
Lite
“ At a place
called Miller
time”
BMW
“ The Ultimate
Driving
Machine”
Chevy
Trucks
“Like a Rock”
Approaches to Guide the Search for
a Creative Theme
Positioning the
Brand
Use a Unique
Selling Position
Seeking the
Major Idea
Find the Inherent
Drama
Create the Brand
Image
Types of Rational Appeals
Feature: Focus on dominant traits of the product
Competitive: Makes comparisons to other brands
Price: Makes price offer the dominant point
News: News announcement about the product
Popularity: Stresses the brand’s popularity
Appealing to Socially-Based
Feelings
Approval
Affiliation
Embarrassment
Acceptance
Status
Social-Based
Feelings
Respect
Belonging
Involvement
Rejection
Recognition
Fear Appeals
Fear  An emotional response to a
threat that expresses or implies some
sort of danger.
 Ads sometimes use fear appeals to
evoke this emotional response and
arouse individuals to take steps to
remove the threat.
 Often used for social change issues.

Humour Appeals
Best known and best remembered of all
advertising.
 Used for many reasons:

Attract and hold consumers’ attention
 Create positive mood
 Distract receiver from counterarguing the
message

1. Source Credibility
Expertise
Trustworthiness
CREDIBILITY
2. Source Attractiveness
Similarity
Similarity
Familiarity
Familiarity
Likeability
Resemblance
between the
source and
recipient of the
message
Knowledge of
the source
through
repeated or
prolonged
exposure
Affection for the
source resulting
from physical
appearance,
behaviour, or
other personal
traits
Ad Execution Techinques
Straight-sell
Slice of life
Scientific
Testimonial
Demonstration
Animation
Comparison
Personality Symbol
Dramatization
Fantasy
Humour
Print Media
Evaluation of Magazines
Allow the presentation of detailed
information which the reader can
process at his or her own pace.
 Print media are not intrusive, unlike TV
and radio.
 Newspapers and magazines are referred
to as high-involvement media.
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Require effort on the part of the reader for
the advertising message to have an impact.
Classifications of Magazines

CARD divides magazines into three
broad categories, based on the audience
to which they are directed:
Consumer Magazines
 Farm Publications
 Business Publications

Consumer Magazines

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Major portion of the
magazine industry,
accounting for nearly 2/3
of all advertising dollars
spent in magazines.
Consumer magazines
can be classified by:

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General interest
Distribution
Frequency
Farm Publications

There exist about 86
publications tailored
to nearly every
possible type of
farming or
agriculture.

Ex. Ontario Milk
Producer, Ontario
Produce Farmer
Business Publications
Major categories include:
1.
Magazines directed at
specific professional
groups.
2.
Industrial magazines
directed at
businesspeople in
various manufacturing
and production
industries.
3.
Trade magazines
targeted to wholesalers,
dealers, distributors,
and retailers.
4.
General business
magazines aimed at
executives in all areas
of business.
Strengths of Magazines
Creativity for Cognitive and
Emotional Responses
Geographic Coverage
Target Audience Selectivity
Permanence
Media Image
Selective Exposure and Attention
Limitations of Magazines
Absolute Cost and Cost Efficiency
Reach and Frequency
Long Lead Time
Target Audience Coverage
Clutter
Buying Magazine Advertising Space
Issues Related to This Decision:
 Circulation and Readership
 Audience Measurement
 Magazine Advertising Rates
Magazine Circulation and
Readership
Most Important
Decisions
Size of Magazine /
Circulation
Characteristics of
Reader /
Readership
Magazine Audience Measurement PMB

Print Measurement Bureau – PMB
Non-profit Canadian industry association of
advertisers, print magazine publishers, and
advertising agencies.
 Mandate is to collect readership information
for print magazines.
 Foremost research is the PMB study.

Magazine Advertising Rates
Cost Depends On…
Circulation
Size and Position of Ad
Particular Editions Chosen
Special Mechanical or Production
Requirements
Number and Frequency of Insertions
Whether Circulation is Controlled or Paid
How to Buy Magazine Advertising
Space
Sold on the Basis of
Units of Space
Black and White vs.
Colour
Frequency
The Future for Magazines
Government
Support
Canadian
Titles
Online
Delivery
Advances in
Technology
Evaluation of Newspapers
Types of Newspapers
Daily Newspapers
Community Newspapers
National Newspapers
Special Audience
Newspapers
Newspaper Supplements
Types of Newspaper Advertising
Local (Mostly Retail)
Display Ads
General (Often National)
Paid Reading Notices (Editorial Look)
Small Items Arranged by Topic
Classified Ads
Rates Based on Size, Duration
Classified Display - Combination
Legal Notices - Public Reports
Public Notices
Notices by People, Organizations
Financial Reports
Printed Inserts
Prepared Separately by Advertisers
Strengths of Newspapers
Reach and Frequency
Scheduling Flexibility
Geographic Coverage
Reader Involvement and Amount of
Processing Time
Media Image
Creativity for Cognitive Responses
Absolute Cost and Cost Efficiency
Target Audience Coverage
Limitations of Newspapers
Creativity Impact for Emotional
Responses
Selective Exposure and Poor
Attention
Target Audience Selectivity
Clutter
Buying Newspaper Advertising
Space
Issues Related to
the Decision
Circulation and
Readership
Advertising
Rates
Audience
Measurement
Newspaper Circulation and
Readership
Local Coverage
 Advertiser can reach most of the
households in a market.
National Coverage
 Want to reach broader regions or even
the entire country.
 Need to purchase space in a number of
papers.
Newspaper Audience
Measurement
NADbank
 Newspaper, advertising
agency, and advertiser
members.
 Mandate: Publish
audience research
information of Canadian
newspapers.

Provide valid
readership information
to facilitate buying and
selling of newspaper ad
space.
ComBase
 Administers audience
measurement for CCNA.
 Study is also named
ComBase.
 Similar composition and
mandate as NADbank.
Newspaper Readership By Age
Figure 11-5
Newspaper Advertising Rates
Cost of advertising space depends on
factors like circulation, premium charges
for colour in a special section, or
discounts available.
 National rates can be about 15% higher
than local rates.

Buying Newspaper Advertising
Space
Sold By:
•Agate Line
•Column Width
Position:
•ROP
•Preferred
The Future for Newspapers

Problems of reproduction quality and rate
differentials.
 Face competition for national and local
advertisers’ budgets.
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Growth of Internet and online services as marketing
tools
Local TV and radio stations and Yellow Pages are
competing for local ads
Industry is particularly concerned about loss of
advertisers to direct marketing and
telemarketing.