Transcript Creative Strategies

The Communications Process
Noise
Sender
Media
Message
Receiver
Feedback
Action by Receiver
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
14-1
Integrated Marketing
Communications
“A strategic communications program that
enables customers to make constructive
contact with the company or brand through
a variety of media.”
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
14-2
Marketing Communications Mix
Communications Plan
Advertising
Public Relations
Sales Promotion
Personal Selling
Events/Sponsorship
Direct / Interactive
Evaluation and Control
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
14-3
Integrated Marketing
Communications
IMC is being embraced by organizations
because of:
 Efficiency and accountability concerns

The changing business environment

The growth of database marketing

The synergistic effect of the effort
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
14-4
Communications Strategies
Pull
Mfg’r
Wholesaler
Retailer
Consumer
Push
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
14-5
Budget Determination
A variety of methods are used.
 Percentage of Sales

Industry Averages

Arbitrary Allocation

Task (Objective)
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
14-6
Influences on Budget Size
Several factors impact on the amount of
funds required.
 Customer

Degree of Competition

Stage in Product Life Cycle
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
14-7
The Role of Advertising
1. To influence the thought patterns of the
target audience in a favourable manner.
2. Assuming a favourable attitude the
role is to motivate purchase of a
specific brand of product.
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
14-8
Buying Behaviour Stages
Awareness
Comprehension
When deciding what to buy
a consumer passes through
a series of behaviour stages.
Conviction
Action
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
14-9
Consumer Advertising
 National
Consumer
Advertising

Retail

Direct Response

End-Product
 Brand differentiation

Image
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
14-10
Business-to-Business Advertising
Business
Advertising
 Trade

Industrial

Service
 Awareness
Distribution
 Image

Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
14-11
Creative Planning
Creative Objectives
What to communicate
Creative Strategies
How to communicate
Creative Execution
Specific tactics
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
14-12
Creative Strategy and Tactics
To stimulate interest and desire an advertiser
has a variety of options to choose from.
 Humour

Comparison

Emotion

Lifestyle
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
14-13
Creative Strategy and Tactics

Testimonials
 Celebrity Endorsements
 Character Presenters
 Sex
 Demonstrations (Hero)
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
14-14
Media Objectives
Establishing
objectives involves
answers to 5 key
questions.
Who?
What?
When?
Where?
How?
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
14-15
Media Strategy
Shotgun
Profile Match
Rifle
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
14-16
Media Strategy
Numerous factors converge. Are certain
factors more important than others?
Reach
Frequency
Continuity
Coverage
Timing
Media Type
Money affects all decisions!!!
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
14-17
Media Execution
Involves details about how the budget will
be allocated.

Evaluating cost comparisons

Scheduling specific media

Budget summaries
CPM is the cost incurred in delivering a message
to one thousand individuals.
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
14-18
Public Relations
Activity undertaken to influence the
attitudes, opinions, and behaviours of
various publics.
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
14-19
A Firm’s Publics
Internal
Publics
•Employees
•Distributors
•Suppliers
•Shareholders
•Customers
Frequent contact
External
Publics
•Media
•Governments
•Financial Community
•Community Groups
Infrequent contact
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
14-20
Roles of Public Relations
There are six areas where PR plays a key role.
Corporate Messages
Placement / Seeding
Reputation Management
Media Relations
Product Publicity
Fund Raising
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
14-21
Corporate Communications
A company has to create, build and
protect its image.
Issue
Management
Where a company stands
on an important issue
Corporate
Advertising
Messages that create goodwill
or show social responsibility
Advocacy
Advertising
A point of view on a public
issue
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
14-22
Reputation Management
In a time of crisis PR takes centre stage.

Executives must be prepared to act

Credible and factual communications are
essential

Avoiding issues can be disastrous
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
14-23
Product Publicity
Getting the brand or company into the news
in a favourable way.
Publicity
Placement
Seeding
Newsworthy information
via press release.
Inserting a brand logo or
package into a TV show
or movie.
Placing a new product with
some trendsetters.
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
14-24
Media Relations
A good relationship with the media usually
results in positive information being
communicated about an organization.
Relationships are built on respect,
honesty, accuracy and professionalism.
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
14-25
Community Relations
and Public Affairs
Community
Relations
Public
Affairs
In an era of social responsibility
companies place a priority on
building a positive community
image.
The lobbying of governments
to sway policy in favour of an
organization.
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
14-26
Primary Tools
Some communications tools are used
routinely. Others are used periodically.

Press Release

Press Conference

Publications

Posters and Displays

Web Sites
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
14-27