BA230-Marketing Communication

• Know what marketing communications is.

• Understand the process and advantages of integrated marketing communications.

• Know the tools of the marketing communications mix.

• Learn the steps in developing effective marketing communications.

Why Multiple Instruments?

Imagine being interested in buying a new car! –

What do you do?

• Watch car commercials on TV or in the Internet more attentively – decision? No!

• Read magazine ads – decision? No, but development of relevant set

• Read car magazines, watch TV programs about cars – decision? No, but increased knowledge of cars

• Visit relevant car manufacturers‘ web sites – decision? No, but deepened knowledge of a selection of cars

• Order brochure of some cars – decision? No!

• Visit specific car seller (talking to salesman, reading & watching further material, testing car) - decision? Maybe.

What is Advertising?

• Paid

• non-personal communication

• from an identified sponsor

• using mass and interactive media

• to persuade or influence

• an audience.

What is Advertising?

Key elements of advertising include

the determination of the best

message in the most appropriate

media to reach identified target

audiences and to achieve stated

objectives.

What Advertising Does?

• Informs

• Persuades

• Differentiates

• Reminds

• Adds value

• Assists other marcom activities

What Advertising Does?

Informs

What Advertising Does?

Informs

What Advertising Does? Informs

What Advertising Does?

Persuades

What Advertising Does?

Persuades

What Advertising Does?

Differentiates

Differentiates

What Advertising Does?

What Advertising Does?

Reminds

What Advertising Does?

Reminds

What Advertising Does?

Adds value

What Advertising Does?

Assists marcom activities

Advertising: Advantages

• Ability to control message

• Cost effective way to reach a large target market (Cost per contact is low)

• Ability to create images and differentiate brands

• Can sometimes strike responsive reaction from customers

• Reaches large, geographically dispersed audiences

• Builds brand image

Advertising: Disadvantages

• High costs of producing and placing ads

• Difficult to determine effectiveness

• Credibility problems

• Clutter

• Not very persuasive

Parties Involved in Advertising

• The Advertiser

• The Advertising Agency

• The Media

• Suppliers

• The Target Audience (Buyers/Consumers)

Advertiser

The manufacturer, service company,

retailer, or supplier who advertises

their product or service [or cause]

• Firm that handles all aspects of the

advertising process, including planning,

creation & design, production and

placement of advertising (i.e. ‘full-service’)

The Advertising Agency

The Media

• A vehicle or group of vehicles used to

convey information, news, entertainment,

and advertising messages to an audience.

• These include television, newspapers,

magazines, radio, billboards, etc.

Suppliers

• Provide specialized service

• Artists, writers, photographers, directors, producers, consultants….

• May increase or decrease advertising

effectiveness.

The Target Audience

• The target audience can be any group of people from the retailers, consumers, employees, shareholders…

• Identification of the target audience is essential for advertising.

• Adv. strategy, creative strategy, media strategy are all determined according to the target audience.

• Research about target audience

Five main decisions in developing an

advertising program (5 M’s):

1. What are advertising objectives (mission)?

2. How much can be spent (money)?

3. What message should be sent (message)?

4. What media should be used (media)?

5. How should results be measured (measurement)?

Developing and Managing the

Advertising Campaign

Developing and Managing the

Advertising Campaign

The 5 M’s of Advertising

• Objectives can be

classified by aim:

– Inform

– Persuade

– Remind

– Differentiate

– Add value

– Assist other

marcom activities

• Mission

• Money

• Message

• Media

• Measurement

Developing and Managing the

Advertising Campaign

The Five Ms of Advertising

• Objectives can be

classified by aim:

– AIDA (attention, interest,

desire, action)

– Hierarchy of effects

• Mission

• Money

• Message

• Media

• Measurement

Developing and Managing the

Advertising Campaign

• Budget of advertising:

– Production budget

– Media budget

The Five Ms of Advertising

• Mission

• Money

• Message

• Media

• Measurement

Developing and Managing the

Advertising Campaign

• Creating advertising

message:

– Message aim

– Message strategy

(advertising appeals)

– Creative concept (Big

Idea)

– Execution

– Message evaluation

The Five Ms of Advertising

• Mission

• Money

• Message

• Media

• Measurement

• Superiority claims based on unique physical feature or benefit of product

• Most useful when point of difference cannot be readily matched by competitors, i.e. product has unique characteristic or can uniquely satisfy need

Special Message Strategies:

Unique Selling Proposition

Special Message Strategies:

Unique Selling Proposition

Special Message Strategies:

Consumer Benefit

Special Message Strategies: Promise

Special Message Strategies:

Brand Image

Developing and Managing the

Advertising Campaign

• Developing media strategy involves:

– Selecting media and vehicles

– Deciding on reach, frequency, and impact

– Determining media timing

– Deciding on media budget allocation

The Five Ms of Advertising

• Mission

• Money

• Message

• Media

• Measurement

Developing and Managing the

Advertising Campaign

• Evaluating advertising

effectiveness

– Communication-effect

research

– Sales-effect research

The Five Ms of Advertising

• Mission

• Money

• Message

• Media

• Measurement

Evaluating Your Advertising

– Is It…

• Focused on your message, your USP?

• Geared to key benefits?

• Consistent with your business?

• Clear, understandable?

• Attention-getting, unique?

• Timely?

• Realistic, deliverable?

• Is it bringing in customers?

• Is it bringing in inquiries?