Transcript IMC/Advertising

Integrated Marketing
Communications
Jeremy Kees, Ph.D.
So, what is the best way for
marketers to reach you??
What resonates with you??
Integrated Marketing
Communications
• The means by which firms attempt to inform,
persuade, and remind consumers—directly or
indirectly—about the products and brands they
sell
• IMC includes all marketing communications
An example…
• Includes advertising, but is much
broader…
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Mastercard’s “priceless” campaign
Spots 1, 2, 3
Website – priceless.com
Viral/WOM Marketing…
To understand and utilize IMC, we
need to get back to the basics…
• The Basic Communication Process
Elements of the IMC
“Promotional Mix”
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Advertising
Sales Promotions
Direct Marketing
Product Placement
Public Relations
Publicity
Event Marketing
Interactive Marketing
Personal Selling
Models of Communication
Effectiveness
Process
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Identify the target audience
Determine the objectives
Design the communications
Select the channels
Establish the budget
Decide on the media mix
Measure the results
Manage integrated marketing
communications
Advertising
Some thoughts…
“I know I’m wasting half of my ad
spend….I just don’t know which half.”
We’re in a advertising/promotions
world…full of clutter…and it’s a
vicious cycle”
General approaches…
• “Selling”
– Targeted at our head
– Cognitive appeals
• “Brand Building”
– Targeted at our heart
– Affective/Emotional appeals
Video
Overview of Advertising…
• Paid and non-personal communication
through various media by business firms,
not-for-profit organizations, and
individuals who are identified in the
advertising message and who hope to
inform or persuade members of a particular
audience
Step 1: Setting Objectives
• Inform
• Persuade
• Remind
• Reinforce
What is the goal?
• Heinz?
• Honda? Cog
• Based on the PLC…
Developing an Ad Campaign
Message generation and
execution
Creative development and
execution
Legal and social issues
Message Generation and Execution
• Comparative Advertising
– Pepsi
Message Generation and Execution
• Celebrity Testimonials
• Risks??
Message Generation and Execution
• Interactive Advertising
– Wrigley's
Message Generation and Execution
• Message Appeals…
• Fear
– Example 1
– Example 2
• Sex
– Example 1
– Example
• Humor
– Example
– Example 1
– Example 2
• Emotion Evoking (sadness and humor)
– Example
Creative Development and Execution
• Just as important as the ad itself
• Radio
• Newspapers
Creative Development and Execution
• Magazines
• Direct Mail
• Outdoor
– Human Billboards
• http://www.tatad.com/
• Interactive Media
• Television
Creative Development and Execution
• Key considerations…
– Reach
– Frequency
– Impact
Legal and Social Issues
• Common sense (e.g., don’t be false
or misleading)
• Not-so-common sense (e.g.,
reaching your target market—and
ONLY your target market)
– Cigarettes/Alcohol
– Norelco and other risqué ads
Legal and Social Issues
• The value in being proactive in
spending ad/promo $$ on
tangential social issues
– Corporate Social Responsibility
(CSR)
• An example…
– Dove