Ch 1

Summary

Welcome to Marketing 3360, where the intricacies of advertising management come to life! In this chapter, Michele Stewart embarks on a journey through the dynamic realm of advertising, focusing on integrated marketing communications (IMC). The lecture underscores that advertising is just one part of the promotional mix within the broader scope of marketing communications. Stewart highlights the importance of various elements such as direct marketing, public relations, and personal selling, illustrating how they interplay to enhance brand equity and communicate value to consumers. By exploring strategies, examples, and the evolution of IMC, Stewart provides a comprehensive guide to navigating the complexities of modern advertising.

Highlights

• Michele Stewart emphasizes the evolving nature of advertising within IMC. 🚀
• Advertising is a crucial part of the promotional mix but must be integrated with other tools. 🔗
• Understanding the product type, attributes, and brand identity is essential in communication. 🛍️
• Sales promotions, public relations, and digital marketing enhance brand equity when used effectively. 🌟
• The success of an IMC strategy depends on its ability to deliver a consistent, unified message. 📬

Key Takeaways

• Integrated Marketing Communications (IMC) coordinates all forms of marketing to maximize consumer impact. 📊
• Advertising is a crucial part of the promotional mix but not the sole focus—IMC is holistic. 💼
• Marketing messages influence brand equity and consumer perceptions. 👀
• Effective advertising can yield cost-efficient brand communication. 💰
• Targeting the right audience with the right tools is key to successful marketing communication. 🎯

Overview

In the first chapter, Michele Stewart takes us on a fascinating journey through the wonders of advertising management, aptly integrated into the broader concept of Integrated Marketing Communications (IMC). This chapter sets the stage by emphasizing that advertising is not a standalone entity but part of a comprehensive promotional mix that includes other vital elements like digital marketing, public relations, and sales promotions. Stewart aims to demystify concepts and showcase real-world examples that bring these ideas to life.

Advertising is depicted as a transformative tool in this narrative, with Stewart elucidating its role in communicating brand value and influencing consumer perceptions. Unpacking the promotional mix, Stewart discusses various promotional tools and their respective advantages and disadvantages. Advertising stands out due to its ability to reach massive audiences cost-effectively while creating a strong brand image. However, its effectiveness greatly depends on smart execution and integration with other marketing tools.

Stewart goes on to elaborate on the significance of IMC in modern business strategy, highlighting its evolution and the need for a cohesive approach to marketing communications. An IMC strategy that harmonizes all promotional tools ensures that companies deliver consistent messages across different media platforms. Such synchronicity not only elevates brand recognition but also maximizes the communication impact on targeted audiences, making IMC an indispensable component in advertising management.

Chapters

• 00:00 - 00:30: Introduction to Course The chapter begins with a welcome to marketing course 3360, focusing on advertising management. The introduction sets the tone for the course, where the instructor aims to add value beyond the textbook by explaining concepts in unique ways and bringing them to life with real-world advertising examples. The instructor also draws on professional experience from years in the advertising industry and current advisory roles on marketing issues, which promises to enrich the learning experience. The overview hints at exploring various chapters throughout the course.
• 00:30 - 01:30: Real World Examples and Advertising This chapter delves into the use of real-world examples in the context of advertising, highlighting its significance in marketing education. The lecturer acknowledges that while the examples provided may not always be current, they serve to keep the lectures engaging. The discussion emphasizes that marketing goes beyond personal interests, often requiring marketers to work on projects outside their comfort zones. The role of advertising agencies in navigating these challenges is also mentioned, alongside an acknowledgment of the extensive range of advertising examples available.
• 01:30 - 02:30: Integrated Marketing Communications (IMC) The chapter introduces Integrated Marketing Communications (IMC), emphasizing that advertising is not an isolated practice but part of a broader strategic framework. It addresses the concept of IMC and suggests a contemporary approach to understanding advertising within this integrated realm.
• 02:30 - 06:30: The Marketing Mix This chapter explores the concept of Integrated Marketing Communication (IMC), which emphasizes a comprehensive approach to marketing communication. The focus is on creating a unified marketing strategy that maximizes impact on consumers by coordinating different forms of communication. It highlights the need for adaptable marketing mixes tailored to various situations and cost-effectiveness in delivering messages.
• 06:30 - 09:30: Promotional Mix Elements The chapter titled 'Promotional Mix Elements' discusses the integration of various marketing communication tools within a company. These tools are designed to create a seamless program that maximizes impact on consumers and other end-users while minimizing costs. The integration affects all aspects of a firm's business-to-business marketing, channel customer focus, and internal communications. The chapter emphasizes the importance of understanding the marketing mix as a foundational concept in marketing, highlighting its crucial role in effective communication and promotion strategies.
• 09:30 - 15:30: The Role of Advertising in IMC The chapter discusses the role of advertising within Integrated Marketing Communications (IMC). It highlights the promotional mix, which includes advertising, digital marketing, direct marketing, sales promotions (consumer and trade promotions), and public relations. Advertising is emphasized as one key component amidst the broader promotional strategies that businesses utilize in their marketing efforts.
• 15:30 - 21:00: IMC Plan Framework The chapter focuses on the Integrated Marketing Communications (IMC) Plan Framework with a primary emphasis on advertising as part of marketing communications. It stresses the importance of considering all aspects of IMC throughout the course, but notes advertising as a key focus area. The text suggests that readers should have already completed a comprehensive marketing course, but it reiterates the definition of marketing to set the context for the lessons to follow.
• 21:00 - 25:30: Hunger Games Case Study & Conclusion The chapter discusses the broader aspects of marketing beyond just selling and promotional functions. The American Marketing Association's previous definition of marketing is explored, which includes the planning and execution of conception, pricing, promotion, and distribution of ideas, goods, and services. This process aims to create exchanges that fulfill individual and organizational goals. The exhibit mentioned provides a visual representation, indicating that each aspect of a product can be a primary focus within marketing strategies.

Ch 1 Transcription

• 00:00 - 00:30 welcome to marketing 3360 advertising management well as we go through these lectures My Hope Is that you'll find that I add value to the text content either by explaining a concept a little differently or maybe by bringing Concepts to Life by providing you with real examples from the world of advertising and from the world that I spent many years of my professional life in and still do in some ways by continuing to advise clients on marketing and advertising issues now as we go through the chapters the will be
• 00:30 - 01:00 any number of AD examples weaved in throughout the lectures to make it a little bit more interesting and many of them though will not be current now sometimes students make comments about this and I want to address that upfront marketing isn't always just about what you find interesting I mean don't get me wrong that's the ideal situation no question do what you love right but marketers are often called upon to Market many things outside their comfort zone and for sure advertising agencies are trust me there's also very many examp of advertising that exist that I
• 01:00 - 01:30 can't necessarily relate to but that doesn't make them any less valid as an excellent example of illustrating a concept so all of that to say don't throw AR arrows at me because I don't show the most upto-date ads let's dig into this a little bit and get started advertising is not a standalone discipline rather it's part of a bigger strategic environment referred to as integrated marketing Communications or IMC for short and companies today
• 01:30 - 02:00 approach marketing communication from a total Solutions perspective IMC involves the coordination of all forms of marketing communication into a unified program that maximizes the impact on consumers and other types of customers different situations require different marketing communication mixes to get the job done companies are also looking for the most cost effective options to deliver their message IMC therefore is the coordination and integration of all
• 02:00 - 02:30 marketing communication tools Avenues and sources that are within a company into a seamless program which maximizes the impact on consumers and other end users at a minimal cost and this integration affects all of a firm's businessto business marketing channel customer focused and internally directed Communications now we you should know from your intro to marketing course of nothing else the marketing m mix
• 02:30 - 03:00 consists of the four Ps right products pricing systems Distribution Systems and promotional programs within the promotion of P the promotional mix exists and the promotional mix consists of advertising digital marketing direct Marketing sales promotion which include both consumer and trade promotions and public relations so as you can see advertising is just what one aspect aspect of
• 03:00 - 03:30 marketing Communications but it is the primary focus of this course so while it's imperative for us to consider all aspects of IMC as we work through our way through the course material our emphasis in this course will still be on Advertising now in order to be in this course you will already have taken a comprehensive course in marketing it's still helpful though to Define marketing again and reiterate once again that it
• 03:30 - 04:00 involves more than just selling or other promotion functions previously the American Marketing Association defined marketing as the process of planning and executing the conception pricing promotion and distribution of ideas goods and services to create exchanges that satisfy individual and organizational objectives if you take a look at this exhibit you can see that each of these product facets can be the focus of
• 04:00 - 04:30 marketing communication it's important for you to consider that each element of the marketing mix is multi-dimensional in nature and includes a number of decision areas but in terms of the marketing mix elements it is marketing communication which is responsible for drawing attention to the product price and distribution elements in the message that's received by the audience how marketing messages are communicated have a significant impact on the development of brand equity and
• 04:30 - 05:00 as such these messages typically communicate the product type the importance of salient attributes or benefits and the identity of the brand now these all help to develop the equity of the brand so let's break it down and take a look at what each one of these means on the following slides first let's consider product type an organization exists because it has a product a service an idea or a cause to offer generally in exchange for money
• 05:00 - 05:30 now while you'll hear me most often refer to a company's product an organization's offering may come in the form of not just a physical good like a soft drink a pair of jeans a car or chances are I'll talk about a cookie it could also be a service like a banking service air travel even Plumbing it could be a cause like the Canadian Cancer Society or a local food bank it can be an idea like go get your flu shot don't drink and drive or even a person for example a political candidate
• 05:30 - 06:00 another note is that when you read or hear me use the term product it refers to any one or combination of these five product types they're not always independent so for example if you're eating in a restaurant then that restaurant's product is not only the food they prepare but also the service and sometimes that also might be associated with for example a celebrity chef which is a concept the second aspect of communicating a product is with respect
• 06:00 - 06:30 to the product attributes and benefits now every product has fairly objective attributes that characterize what it is chocolate bar can have different types of chocolate milk dark white Etc and different types of ingredients such as nuts Wafers and fruit and as you can see in this print ad for Microsoft Surface the ad is highlighting attributes of the laptop such as its ability to multi-function and its performance consumers generally view a product as an offering of a benefit or aund of benefits and advertising draws attention
• 06:30 - 07:00 towards these benefits and makes claims about them so as we just Illustrated with the chocolate bar and laptop benefits can be communicated as functional based on their features or attributes but benefits can also be subjectively claimed in ads through the performance of the product for example convenience and finally benefits are also communicated by feelings or emotions that are associated with experiential consumption of the product and these emotions are positively based such as contentment or they can be
• 07:00 - 07:30 negatively based such as fear they can also be psychologically based for example arousing a feeling of Pride or socially based such as arousing jealousy communicating value is a central tenant in the definition of marketing so it's imperative for marketers to use marketing communication tools effectively to influence consumers's value perceptions through product price and distribution messages messages about product include include how the product
• 07:30 - 08:00 product fulfills needs through its characteristics brand identity and brand equity and marketing communication plays a prime role in that it shows consumers the key delivery of value so for example at The Keg they drive to offer Superior dining and food quality communication planners have complete control in deciding which approach to influence consumers another aspect of uh communicating a product is through the brand identity a brand or corporate name
• 08:00 - 08:30 and its identification through its logo symbol or trademark represent critical product decisions marketers use brand names that communicate product Concepts clearly such as the Air Canada which is clearly an airline and the bear store a store that sells beer brand identity is reinforced by the tagline or slogan appearing in any form of marketing communication Ikea's slogan long live the home and capsules the essence of the
• 08:30 - 09:00 brand succinctly by connecting the brand name to the products itself And the tagline is very relevant since it communicates a brand position or brand benefit as the text exhibit for uh as you can see in this exhibit for Heineken this illustrates how the ads often identify the brand characteristics that clearly encourage recognition at the point of purchase where decisions are made so brand identity is a combination of the name logo symbols and packaging
• 09:00 - 09:30 design that's experienced at any point of contact that the consumer has with the brand through marketing communication and this assists consumers in understanding how to fulfill their needs and it contributes to greater value now the combined effect of these two points contributes to Brand Equity where consumers see a brand as Superior and the final aspect of communicating the product is brand Equity this is the culmination of
• 09:30 - 10:00 marketing communication communication messages of product type product attributes and benefits and brand identification which assists with brand Equity either creating maintaining or enhancing this very important marketing outcome brand Equity is defined as an intangible asset of added value or Goodwill that results from the favorable image impressions of differentiation Andor the strength of consumer attachment to a company name brand name or trademark and brand Equity
• 10:00 - 10:30 provides the company with a competitive Advantage by allowing its product to earn greater sales volume or try and or higher margins than it could without the name and a really good example of a company that saw the importance of and invested in building brand Equity is Sport Che sport Che worked with its agency of record Sid Lee as it devoted 25% of its budget to building its brand and research indicated that the product specific communication no longer
• 10:30 - 11:00 resonated with the younger consumer who at that time was spending considerable Time online so the advertising went in a New Direction with the your better Starts Here campaign featuring at the time Sydney Crosby who at the time was quite young in TV spots and out of home ads near and in gyms that showed the determination of the NHL Star as he worked out while on the road to recover from an injury he had the campaign also included extensive digital messages featuring J Brett Lowry on YouTube and
• 11:00 - 11:30 Twitter communicating price is also another aspect of the marketing mix so the price variable of the marketing mix refers to what the consumer must give up in exchange for the product or service and marketing managers must be concerned with establishing a price level developing pricing policies and monitoring consumers and competitors reactions to price in the marketplace from a marketing communication standpoint price is often a key piece of
• 11:30 - 12:00 information in an ad or is sometimes even the main selling message one historical study regarding price product quality and advertising expenditures concluded that pricing and advertising strategies go hand inand High relative ad expenditures should accompany premium prices and low relative ad expenditures should be tailored to low price so categories like Automotive fashion designer clothing and jewelry come to find when thinking of higher advertising
• 12:00 - 12:30 spending versus for example advertising dollars being spent on something like hockey pucks so for example from my own days of managing brands of Christy Brown Oreo which is was a premium priced Flagship brand that was always allocated advertising funds in order to create imagery in the hearts and minds of its target audience while Premium Plus even though it was the largest brand in the company's portfolio that was a product that competed in the store largely on price so while advertising that brand
• 12:30 - 13:00 interm intermittently was one way of enhancing a quality image Visa its competition competition being largely noname store label Brands it wasn't the most efficient use of spending dollars to support that brand the product itself did very little to evoke emotion in the consumer because after all it was just a soda cracker so monies were better spent on pricing product and packaging strategies to drive the sales of that particular
• 13:00 - 13:30 product and of course we can't forget about communicating distribution so marketing channels as you know is the place element of the marketing mix and it refers to the set of interdependent organizations that are involved in the process of making a product or service available to Consumers so consumer product companies distribute through indirect channels using a network of wholesalers or retailers or through direct channels such as the internet and that that don't use any channel channel intermediaries to sell to customers and
• 13:30 - 14:00 in either case marketing communication provides information as to where and how to purchase a product so for example a sporting goods company with different quality and price levels might communicate which brands and models are at where they are at different types of retailers exclusive sport stores might offer a premium priced hockey skate which can't be found at a store like Canadian Tire different service levels might also be available within the distribution Network and they may be the focus of marketing communication so for
• 14:00 - 14:30 example particular locations for cosmetic products which offer customized beautifying services such as Sephora While others are self-served like at Walmart extensive marketing communication also occurs to direct consumers to websites for online purchases so tar Cosmetics for example while available in a limited way and some retailers they spent a lot of their communication effort driving consumer to their own website just like directing
• 14:30 - 15:00 consumers to various distribution channels the importance of reseller in marketing and promotional strategy has to be considered so attention should be given to the need to develop promotional programs for the trade or resellers to encourage them to stock up and promote a product as I mentioned all marketing activities and marketing communication are designed to enhance or communicate customer value and the relative balance or ratio of
• 15:00 - 15:30 what consumers receive for what they give is a view that's well appreciated by researchers and decision makers so from a give standpoint consumers pay for products through the price they pay but also it's also through the the time the physical effort the social and psychological costs that they give up while shopping or consuming the product so for example one could simply pay a premium price and ask a travel agent to book a vacation or you could spend time online searching
• 15:30 - 16:00 for the best price each option clearly has its own unique costs associated with it so marketing communication takes on a significant role to signal to the consumer the benefit that they will ACR for the total cost they incur so marketers go beyond traditional media advertising to communicate value consumers have contact with or receive information about a brand through instor media like point to Pur displays
• 16:00 - 16:30 articles they read see or hear in the media and companies build brands that have interactive media like websites to communicate with consumers or text messaging to mobile phones especially if it's done through push me messaging for example and companies are also turning to branded entertainment as a way of connecting with consumers and making their products and services parts of movies and television shows so marketers are creating short films also and other forms of entertainment that can be shown on their websites consumer's opportunity
• 16:30 - 17:00 to shop physically and virtually anywhere in any way at any time opens the door for marketing communication decisions to be one of the most important management decisions for an organization so that its customers and potential customers understand a Brand's value offering let's consider for a moment how a university or college communicates value in its marketing communication to its prospective students and current students and think about the ways in which the two
• 17:00 - 17:30 approaches are similar or different well communication to current students could be done extensively through online portals for example information regarding courses educational resources Etc could be at the students fingertips on a second byc basis any activities of culture sport or education origin are easily obtained through Norm numerous digital Avenues website social media essentially marketing communication through students is also a strong
• 17:30 - 18:00 representation of what occurs with long-term repeat purchasing consumers in a relationship marketing setting now in contrast communication to prospective students would occur through personal communication to high school visits for example maybe campus visits Direct Mail of brochures and online communication to the public portions of the institution's website as students shop around for the best fit for their needs so while there's unique messages in media
• 18:00 - 18:30 directed to customer and non-customers there Still Remains considerable overlap since an institution would want to project a consistent overall image to both groups so why is it important for those who work in the field of advertising promotion to understand and appreciate all IMC tools not just the area in which they specialize well the promotional mix should be defined as the tools or elements that are used to accomplish an organization's objective and the role and function of each
• 18:30 - 19:00 promotional mix element in the marketing program can be discussed along with its advantages and disadvantages and marketers use many promotional tools to communicate with their customers so the promotional mix elements have to be viewed as component parts of an integrated marketing Communications program so we're going to take a look at those next when looked at in the context of the promotional mix promotions defined as the coordination of all seller initiated efforts to set up channels of
• 19:00 - 19:30 information and persuasion to sell goods and services or to promote an idea now it should be noted that promotion is best viewed as the communication function of marketing as most of an organization's communication with the marketplace takes place through a carefully planned and controlled promotional program that utilizes elements of the promotion mix an individual promotional activity such as advertising or sales promotion can't be managed without considering its Rel relationship to other promotional mix
• 19:30 - 20:00 elements so for example a TV ad can direct viewers to a website or a brand may use the same type of message in its radio and print ads individuals working in various areas of advertising and promotion are expected to understand and use a variety of marketing communication tools not just the one in which they specialize so advertising agencies no longer confine their services to creating and placing ads many agencies are involved in sales promotion public relations direct marketing event
• 20:00 - 20:30 sponsorship and other communication areas it's important for those who work in advertising and promotion either on the agency or client side to understand and appreciate the value and limitations of all the promotional mix elements and how they can be combined to develop an effective program of integrated marketing Communications this figure illustrates a promotional mix organizational chart the promotional mix is at the top and and it branches off into the following six
• 20:30 - 21:00 sections advertising direct marketing internet marketing sales promotion public relations and personal selling and for the next few slides we're going to look at each of these tools and summarize their purpose advertising is big business in Canada alone it's a $14 billion industry with dollar growth averaging plus 5% annually over the past 5 years advertising is defined as any PID form of non-personal communication about an
• 21:00 - 21:30 organization product service or idea by an identified sponsor now the paid aspect of this definition reflects the fact that the space or time for an advertising message generally must be purchased an occasional exception to this public Ser is a public service announcement which is also known as a PSA and that's when advertising space or time is donated by the media the non-personal component means that advertising involves massive media and that includes television radio magazines
• 21:30 - 22:00 and newspapers and they can transmit a message to large groups of individuals often at the same time and that makes it non-personal so the non-personal nature of advertising means that there's generally no opportunity for immediate feedback from the message recipient except indirect response advertising so before the message is sent the advertiser has to consider how the audience will interpret and respond to it now again as I mentioned a Canadian advertisers spend more than $14 billion
• 22:00 - 22:30 annually to reach their audiences and there's several reasons why advertising is such an important part of many marketers promotional mixes based on our definition of advertising the basic role of advertising is to influence the behavior of a target market in such a way that they view the product service or idea favorably and once consumers hold a favorable attitude about a product or service advertising then attempts to motivate them to purchase it so advertising plays a key role in
• 22:30 - 23:00 achieving an organization's business objectives so for example it helps increase revenues market share or brand loyalty the challenge for advertisers is to deliver the right message and select the right media combinations to effectively reach and have an impact on their target audience there are many advantages of advertising it can be very cost-efficient way for communicating particularly with large audiences so during a television season Prime Time
• 23:00 - 23:30 network television reaches 85% of Canadians on a daily basis the most watched TV show each week attracts an audience of about 3 million English-speaking viewers and the average top TV top 10 show audience is about 2.4 million viewers while the average audience for the top 11 to 20 shows is about 1.7 million viewers advertising can also be very cost-effective communication method if audience audiences process the message and the messages appropriate for that audience
• 23:30 - 24:00 now assuming that a majority of the viewers actually watch a TV ad pay attention during the Airing and remember something about the message then advertising can be seen as very costeffective form of marketing communication for many brands in general advertising again can be cost-effective method for allowing potential customers to know something about a brand and have a positive attitude towards the brand prior to during or after purchasing a product another Advantage is something called
• 24:00 - 24:30 brand communication effects because advertising is a valuable tool for creating and maintaining brand Equity by creating images and symbolic appeals and for differentiating similar products advertising can provide consumers with information as well as to influence their attitudes advertising can be used also to create favorable and unique images and associations for a brand which can be very important for companies selling product products that are difficult to differentiate on the
• 24:30 - 25:00 basis of functional attributes you take a look at the M Blanc watch example in your textbook where the ad is conveying a particular image of quality it isn't just communicating the functional benefits of the product now as a comparison think about an ad for a time x watch it might likely have similar functional benefits but it's likely going to convey a very different tone and image as it's appealing to a completely different customer advertising can be designed to encourage
• 25:00 - 25:30 online interaction with the brand in media such as TV print and Outdoor Advertising his employee to encourage consumers to interact with the brand online so for example a broal king barbecue campaign created the fictitious journalist Rob lying who interviewed people grilling on their barbecues their Executives identified research that showed the consumers research their purchased online prior to a store visit and then LED them to a primary objective of influencing consumer's behavior in
• 25:30 - 26:00 the form of visiting the company's website advertising is also a very flexible tool for all sorts of products from Cars to soft drinks also for Market situations such as new product launch or Market development for established products and also flexible in terms of the audience members so everyone from consumers to retailers as well as the target audiences from new customers to loyal customers our advertising also occurs in multiple domains so Canadian
• 26:00 - 26:30 marketers of goods and services advertise to Consumer markets with national or Regional brand messages and in some cases with messages to particular International consumer markets alternatively local retailers and other goods and service providers use advertising for many communication purposes in order to achieve sales objectives also industry associations like the Dairy Farmers of Canada they advertise extend ensi L to Consumer markets as to all levels of government
• 26:30 - 27:00 and non-governmental organizations like the Canadian Blood Services for example consumer markets include National Retail local and direct response advertising and Business and Professional markets include industrial professional and trade advertising now there's a number of disadvantages of advertising as well which will'll take a look at on the next slide there are some disadvantages of advertising that not AR listed in your texts but I think they're important for
• 27:00 - 27:30 you to know the cost of producing and placing ads can be very high particularly TV commercials but inexpensive internet media examples do occur it can be difficult to determine the effectiveness of advertising there are also sometimes credibility and image problems that are associated with advertising also the vast number of ads that have created clutter problems and you've got consumers not paying attention to much of the advertising that they see and hair as a result of
• 27:30 - 28:00 it advertising is divided into two categories consumer advertising and business advertising consumer advertising solicits a response from consumers while business advertising is directed at business and industry customers and on this slide you see an advertisement with a vast Ocean and the text reads 2third of the world is covered in water shouldn't 3/3 of the world population be able to drink it he adds an example of how General electric communicates to other organizations in
• 28:00 - 28:30 the solar energy market and it's known as buso business or B2B advertising it's directed to those who buy or influence the purchase of goods or services for their organization other types of B2B advertising include trade advertising which is directed to channel members like wholesalers Distributors and retailers and which encourages Distributors to carry a manufacturer's product you've also got corporate advertising which can actually fall into either category or depending on the nature of the communication corporate
• 28:30 - 29:00 ads typically encourage goodwi build reputation or reestablish an organization's credibility in a time of need like when it faces a crisis situation and then there's advoc advocacy advertising which is also referred to as cause marketing it's a sponsored message expressing a point of view on a publicly recognized issue now let's turn to sales promotion these are marketing activities that provide extra value or incentive to the Salesforce distributors or the ultimate
• 29:00 - 29:30 consumer and can stimulate immediate sales sales promotion is generally broken into two major categories consumer and trade activities consumer sales promotion is targeted to the ultimate user of a product and includes coupons samples premiums rebates contests and events and these promotional tools encourage consumers to make an immediate trial or repeat purchase participate in a brand activity like attending the Red Bull Crashed crushed ice competition or be more
• 29:30 - 30:00 involved with the organization's marketing communication by uploading a video to a social media site celebrating one's consumption of a brand trade sales promotion is targeted towards marketing intermediaries such as wholesalers Distributors and retailers Promotional and Merchandising allowances price deals sales contests and trade shows are examples of the promotional tools used to encourage the trade to stock and and promote a company's products and some
• 30:00 - 30:30 trade promotions benefit consumers since they receive information contained in a display or they receive discounted prices that are passed along to them from the retailer now there are several advantages of sales promotion they provide extra incentive to consumers or trade members to purchase or stock and promote a brand it's a way of appealing to price sensitive consumers it's a way of generating extra interest in products or ads and the the effects can often be more directly measured than those of
• 30:30 - 31:00 advertising it's also a way that can be used as a way of building or reinforcing brand Equity of course there's also disadvantages of sales promotion companies may become too reliant on sales promotion and focus too much on short run marketing planning and performance some forms of sales promotion also don't help establish or reinforce brand image and short-term sales gains are often achieved at the expense of long long-term brand Equity so problems with sales promotion flutter
• 31:00 - 31:30 can happen as consumers receive many promotional offers and consumers may become over reliant on sales promotion incentives which can undermine the development of favorable attitudes and brand loyalty in some Industries promotion Wars May develop where whereby marketers sales promotion incentives are used so extensively it results in lower profit margins and makes it difficult to sell product products at full price now I think it's really important here that we
• 31:30 - 32:00 avoid any possible confusion at this point over a potential terminology problem concerning the use of the term promotion which we discussed a few slides ago and sales promotion which we're now discussing earlier we defined promotion as representing one of the four Ps one element of the marketing mix and the one by which firms communicate with their customers and promotion includes all of the promotional mix elements like advertising personal selling direct marketing and sales and
• 32:00 - 32:30 trade promotion which we're now discussing but here's the hitch and I think it's important for you to be aware that in the real world of marketing and advertising practitioners actually use the term promotion in reference usually to sales promotion activities so often when we're talking about okay we're going to put X number of dollars behind promotion we're not talking about it in terms of promotion as one of the four Ps we're talking about it in terms of promotion in terms of sales promotion but for the most part during
• 32:30 - 33:00 this course when you hear the term promotion by itself it's almost always going to be used in the broader sense as one of the four Ps so unless you hear it specifically calls sales or trade promotion when you hear the term promotion it's as one of the four Ps in the marketing mix here you see a dare advertisement combining its sales promotion with its advertising containing the text dare holiday entertaining made better and
• 33:00 - 33:30 there's two recipes that accompany a few different varieties of crackers and below the cracker boxes is is the text visit dear foods.com for more great recipes at the bottom is a coupon containing the text save a dollar on the purchase of any two dare products now why would a brand like dare combine their advertising message and sales promotion offer in the same print ad freestanding inserts in newspapers contain ads with c cou ons consumers May perceive them as ads despite the fact
• 33:30 - 34:00 that it contains a discount on their next purchase so these types of ads and a package with an ad on it like on a coupon like it have a communication effect on consumers because they provide information Andor imagery and they also provide an incentive to buy which is a basic objective of sales promotion so Brands often combine advertising and sales promotion to achieve multiple objectives for both communication and for Behavior change or
• 34:00 - 34:30 reinforcement public relations is another part of the promotional mix and this is a management function which evaluates public attitudes identifies the public policies and procedures of an individual or organization within the public interest and executes a program of action to earn public understanding and acceptance public relations uses a variety of tools including special Publications participation community activi ities fundraising sponsorship of
• 34:30 - 35:00 special events and public affairs activities to enhance an organization's image many organizations make PR an integral part of their predetermined marketing and promotional strategies nonpersonal communication about an organization product service or idea that's not directly paid for nor run under identified sponsorship is referred to as publicity instead the message reaches the the public in the news media as a story or editorial now
• 35:00 - 35:30 like advertising publicity does involve non-personal communication to a mass audience but unlike advertising publicity is not directly paid for by the organization there's a different stream publicity and public relations as well public relations generally has a broader objective than publicity as its purpose is to establish and maintain a positive image of the company among its various public publics whereas publicity is just one tool in an important arsenal
• 35:30 - 36:00 of communication techniques that's used in public relations now an advantage of publicity is its credibility it's usually higher than other forms of marketing communication because consumers tend to be less skeptical towards favorable information about a product when it comes from a source that they perceive as unbiased movie reviews for example from film critics may be viewed by movie goers as an objective evaluation another advantage of public publicity is its low cost because the
• 36:00 - 36:30 company's not paying for time or space in a mass medium and that while there's costs in developing Public Relation items to Foster publicity these expenses will be far less than advertising another Advantage is that publicity often has news value and it generates Word of Mouth discussion among consumers of course there is a disadvantage it includes lack of control over what's said when where and how it's said and that it can be negative as well as POS positive direct marketing is also a part
• 36:30 - 37:00 of the promotional mix and it's a system of marketing by which organizations communicate directly with Target customers to generate a response Andor a transaction direct marketing tools are used both by companies that distribute their product to Consumers directly and by companies that distribute their products through traditional distribution channels or their own Salesforce direct marketing tools include telemarketing and call centers Direct Mail mail order cataloges internet order websites and direct
• 37:00 - 37:30 response ads in the media direct marketing is an important component of a firm's marketing communication program because it's connected to other aspects of marketing communication it's used to distribute product samples and promotional products and extensive direct marketing activities occur with the administration of loyalty programs designed to reward frequent purchasing customers direct marketing can also be used as part of a public relations program by sending relevant information out so you've got Shopper Drug Mark
• 37:30 - 38:00 which revamped its optimum points program when it celebrated its 50 50th anniversary and that translated into a 20% growth in its membership in order to communicate directly companies develop and maintain databases which contain contact information with addresses phone numbers and email and customer profiles and purchase history and media preferences of present Andor prospective customer and then marketers use that information
• 38:00 - 38:30 to Target either audiences through these two different tools they use telemarketing to call customers directly and attempt to sell products and services or qualify them as sales leads call centers are used to respond to customer inquiries and marketers send out Direct Mail pieces ranging from simple letters to detail brochures cataloges and DVDs to give potential customers information about their products and finally marketers use Direct response advertising whereby a product is promoted through an ad for
• 38:30 - 39:00 example on TV or print that encourag the consumer to purchase directly over the phone or Internet the advantages of direct marketing include that customers are receptive to the convenience of direct marketed products it also allows a company to be very selective and Target its marketing communication to specific customer segments messages can be customized to fit the needs of specific marketing segments and the effectiveness of direct marketing efforts are easier to assess
• 39:00 - 39:30 than other forms of promotion disadvantages include that you send out unsolicited communication which makes consumers less receptive to direct marketing because they perceive at a Spam direct marketing also has image problems there's problems with clutter also as direct marketing messages compete for Consumer attention internet marketing is interactive media which allow allows for a back and forth flow of information whereby users can participate in and
• 39:30 - 40:00 modify the content of the information they receive now while the most prevalent perspective on the Internet is that it's an advertising medium it's actually a medium that can be used to communicate other elements of the promotional mix including sales promotion direct marketing and public relations the internet is a multifaceted marketing communication tool with advertising and other IMC capabilities it's important to note the difference between paid owned and earned media within social media and across
• 40:00 - 40:30 different content Publishers as paid media the internet is an advertising medium much like any other because Brands pay a fee to place a video ad various styles of display ads that look like a print ad or an audio ad are virtually placed anywhere such as on content publishing websites like TSN or social media sites like Facebook or YouTube search engine ads are another paid advertising opportunity as are messages on classified or directory
• 40:30 - 41:00 websites the latest numbers I've seen is that in total Canadian companies spent almost $4 billion dollar on these forms of Internet advertising and many of the points about advertising raised earlier are applicable here in the case of owned media websites provide current and potential customers with information about the company's products and activities and other firms develop websites to entertain or communicate emotionally with their clientele in either case these branded websites are owned media much like other
• 41:00 - 41:30 marketing collateral materials such as cataloges social media facilitates interaction and communication among its members to create and share and exchange information experiences perspectives and media social media like Facebook YouTube Twitter or X and Instagram are means for marketers to reach consumers as each allows a brand to create a group as in Facebook or a channel like YouTube for
• 41:30 - 42:00 all kinds of marketing communication activities and since these types of social media don't CH charge a brand to set up an account a Brand's presence is much like owned media as a Brand's Personnel or agency Personnel construct the message and style much like what's found on a Brand's website the interactive features of social media that facilitate communication among users provide a powerful means of brand influence positive communication about a brand is
• 42:00 - 42:30 referred to as earned media by marketing practitioners the internet is a medium to execute all elements of the promotional mix Beyond advertising like messages via paid owned and earned media and marketers offer sales promotion incentives such as coupons and contests online and they use the internet to conduct direct marketing and public relations effectively and efficiently we're going to go into this in a lot more depth than chapter 7 17 but the advantages of internet marketing include
• 42:30 - 43:00 that they can be used for a variety of integrated marketing communication functions including advertising direct Marketing sales promotion public relations and selling and they can be used to Target very specific groups of customers with a minimum of waste me wasted messages and that messages can be tailored to appeal to the specific interestes interests and needs of the target audience also a higher degree of customer involvement ment can be attained when customers are visiting a
• 43:00 - 43:30 website or social media due to its interactive nature it's also possible to provide customers with a greater deal of information regarding product and service descriptions and specifications purchase information and more tremendous creative potential as a well-designed website can attract a great deal of attention and interest among consumers is available with internet marketing and it can be an effective way to generate interest in a company as as well as its products and services there are of course
• 43:30 - 44:00 disadvantages there's a concern that the internet as an advertising medium there with because users don't pay attention to display ads and that the click-through rates on most is extremely low also that there's clutter on the internet which makes it difficult for advertising messages to be noticed or given any attention also that audience membership for the internet is still a problem as it's measuring the effectiveness of Banner ads and other promotional messages on the
• 44:00 - 44:30 internet the final promotional mix element is personal selling which is a form of person-to-person communication whereby a seller attempts to assist Andor persuade prospective buyers to purchase a company's product or service or act on an idea and this interaction gives the marketer communication flexibility the seller can see or hear the potential buyer reactions and tailor the message to their specific needs or situation ation so advantages of personal selling include direct contact
• 44:30 - 45:00 between buyer and seller it allows for more communication Flex flexibility you can tailor and adapt messages to specific needs or situations of the customer it allows for more immediate and direct feedback promotional efforts can be targeted to specific markets and customers who are best prospects disadvantages of personal selling is that it's a high cost for contact it's also very expensive way to reach a large audience it's difficult to
• 45:00 - 45:30 have consistency and uniformity and the message has to be delivered to all customers so far we've identified the major promotional tools that marketers use but to understand the context in which promotional decisions are made it's also important to understand Who's involved in the promotional process and these participants can include various industry members such as for example The Advertiser who is the client so advertisers have the goods or the
• 45:30 - 46:00 services the causes the ideas or the people that need to be marketed and they provide the funds that pay for advertising and promotions so that advertisers are assuming the major responsibility for developing the marketing program and then making the final decisions regarding the marketing communication program now the organization has to perform most of those efforts themselves either through its own advertising department or by setting up an in-house agency then they turn the it turn likely turn the information over to the advertising
• 46:00 - 46:30 agency which is the next player so the advertising agency is the outside firm that specializes in the creation production and placement of the promotional message and they possibly provide other Support Services advertisers are referred to as clients if they retain the service of the advertising agency large advertisers retain the services of a number of agencies often particularly when they they have multiple products then an ad agency acts as a partner with the
• 46:30 - 47:00 advertiser and assumes more responsibility for developing the marketing and promotional programs you also have media organizations and they provide information or entertainment to their subscribers viewers or readers media provide an editorial or program content environment for the firm's promotional planner to deliver the marketing communication message while the media perform many functions to help advertisers understand their markets and their customers a medium's primary
• 47:00 - 47:30 objective is to sell its time or space so companies can effectively reach their target audiences with their messages you also have specialized marketing communication services so these might include direct marketing agencies sales promotion agencies interactive agencies Public Relation firms often media buying agencies who are pro providing services in their areas of expertise so a direct response agency might for example develop direct marketing programs
• 47:30 - 48:00 specifically um for their clients while sales promotion agencies are specifically um specializing in things like contests premium offers or sampling programs so these are all um very very uh specialized firms working within their their little specialty area and finally we have the companies which provide collateral Services now collateral services included things like marketing research package design firms
• 48:00 - 48:30 um other Consultants to the industry photographers printers video production houses and event marketing services and these individuals and companies perform other specialized functions that the other participants such as advertisers the agencies the media organizations and the specialized marketing communication Services uh are not providing but are still used in the planning and execution of the IMC plan it's particularly important to note that with the movement towards IMC marketing
• 48:30 - 49:00 communication specialist organizations like direct response agencies sales promotion agencies and Public Relation firms they're playing an increasingly important role in the promotion process marketers previously built strong barriers around marketing and promotional functions planning and managing them separately with different budgets different views of the market
• 49:00 - 49:30 and different goals and objectives but in the 1980s companies began to move towards a more integrated View and started to coordinate the promotional elements along with other marketing activities that communicate with a firm's customers stemming from this new thinking marketers started asking their ad agencies to coordinate the use of promotional tools rather than relying primarily upon media advertising agencies responded by acquiring public relations sales promotion direct marketing firms and
• 49:30 - 50:00 interactive agencies and touting their capabilities to meet all of their clients IMC needs companies also looked beyond advertising agencies and used other types of promotional Specialists to develop and Implement components of their promotional plans a task force from the American Marketing Association of advertising sorry from the American Association of advertising agencies developed one of the first definitions of integrated marketing communication a concept of marketing Communications planning that recognizes the added value
• 50:00 - 50:30 of a comprehensive plan that evaluates the Strategic roles of a variety of communication disciplines for example General advertising direct response sales promotion and public relations and combines these disciplines to provide Clarity consistency and maximum communication impact by the 1990s IMC represented an improvement over the traditional method of treating the promotion tools as virtually separate activities as all agencies contributed
• 50:30 - 51:00 to the IMC planning for their clients IMC became one of the new generation marketing approaches used by companies to better focus their efforts in acquiring retaining and developing relationships with customers and other stakeholders and with this change IMC faced criticism that have primarily relied on the Tactical coordination of communication tools with the goal of making them look and sound alike others criticize it as an inside out marketing approach that simply bundled promotional
• 51:00 - 51:30 mix elements together so they had one look and spoke with one voice as IMC evolved both academics as well as practitioners suggested A Renewed perspective that viewed the discipline from a strategic perspective but there's a renewed perspective of IMC integrated marketing Communications is a concept of communications planning that involves coordinating the promotional elements and of marketing activities that communicate with a firm's customers so
• 51:30 - 52:00 companies who use integrated marketing Communications recognize the added value of a comprehensive plan that evaluates the Strategic roles of communication disciplines which include advertising direct response sales promotion and public relations and the value of combining them to provide Clarity consistency and maximum communication impact companies that view advertising and promotion in a more traditional way often build barriers around marketing and promotional functions and plan and
• 52:00 - 52:30 manage them separately with different budgets different views of the market and different goals and objectives and these companies may be sending different messages to the market through their marketing and promotional activities or relying on one promotional mix such as media advertising companies who take the IMC approach identify the most appropriate and effective methods to contact and communicate with their customers companies can no longer longer be tied to a specific communication tool rather they have to use or they should
• 52:30 - 53:00 use whatever contact methods offer the best way of delivering the message to their target audience and this underscores the critical importance of IMC a successful IMC program requires that a firm find the right combination of promotional tools and techniques and then coordinate their use there's a few reasons why IMC has become very important for most firms an IMC perspective encourages planners to consider a variety of Target audiences for the organization in which certain
• 53:00 - 53:30 tools may be more appropriate than others for delivering the most relevant message this exhibit the figure 1.6 in your text shows how Target audiences come into contact with a company or brand and you can see how it broadly outlines the various IMC audience contact tools such as broadcast media which include TV and radio outof home media personal selling point of purchase which includes displays and packaging Word of Mouth events and sponsorships
• 53:30 - 54:00 and so on marketers determine how valuable each contact tool is for communicating with their target audience and how they're combined to form an effective IMC program and this is generally done by starting with the target audience and determining which IMC tools will be the most effective in reaching informing and persuading them and ultimately in influencing their behavior so as an example Canadian Banks rely on this approach to their marketing communication each has a broad strategic
• 54:00 - 54:30 approach conveyed to all audiences and seen in the slogan that they use across all of their IMC tools for all of their audiences so for example RBC shows its AR mascot and says that it has advice you can Bank on while Scotia Bank claims that you're richer than you think but each Bank markets to both current customers and new customers on a regular basis and does this for many different products in unique ways so Scotia bank's
• 54:30 - 55:00 audience contacts are very much focused on hockey and Movie themes with its sponsorship of the NHL and partnership with clex in its scene Pro scene promotion but in contrast rbc's mascot might signal old school and blue blood banking but RBC also uses Innovative digital marketing tools directed to Young consumers now a number of years ago it produced three 2 fake movie trailers entitled the mortgage one each in the romantic comedy
• 55:00 - 55:30 science fiction and horror genres and they obtained 1.7 million YouTube views in a very short few months after their launch they were pretty Innovative at the time especially for the banking industry and I've put two here for you to take a look at so they're a little bit lengthy because of the um you know the storytelling behind them and because of the media chosen for them but they're they're worth watching and it again the first one seems kind of corny but that's the intention of it so take a look and see what you
• 55:30 - 56:00 [Music] think Jenny and Chris thought they had it all a story book [Music] romance great careers close friends I'm pregnant but the one thing they were
• 56:00 - 56:30 missing that's awesome was a home now they're facing one of the biggest decisions of their lives it's [Music] perfect somebody else has putting offering on the house what do you mean it's off the market sometimes these things are hard to predict and they're about to find out if
• 56:30 - 57:00 buying a house will be something they'll always remember or something they'd rather forget maybe we just take our time we're running out of time it's just a house it's not just a house it's our [Music] home RBC films
• 57:00 - 57:30 presents the mortgage buying your first home shouldn't be dramatic with RBC it won't be speak to an RBC mortgage specialist to make sure your story has a happy [Music] ending [Music]
• 57:30 - 58:00 [Music] Jenny and Chris thought they had it [Music] all a storybook romance great careers the close
• 58:00 - 58:30 [Applause] friends but the one thing they were missing was a home this is the best news ever we're going to need an automatic sniper changing robot table thingy no I was going to say a bigger place now they're facing one of the biggest
• 58:30 - 59:00 decisions of their lives place is amazing yeah amazingly out of our price range can we see something else no problem we have other homes in our database this one's so us I know and they're about to find out if buying a house will be something they'll always remember are you kidding me you built yourself another game buddy but hun look how good we're doing well I'd rather you got good at finding us a house or something they'd rather
• 59:00 - 59:30 forget she's got a [Music] point RBC films presents the mortgage the future is now buying your first home doesn't have to be Science Fiction with RBC it won't be
• 59:30 - 60:00 speak to an RBC mortgage specialist to make buying your first home a [Music] reality promotional management involves coordinating the promotional mix
• 60:00 - 60:30 elements to develop a controlled and integrated program of effective marketing communication it involves decision areas like which promotional tools to use and how to combine them effectively determining the size of and distributing the advertising and promotional budget across the promotional mix elements determining the influence of factors on the promotional mix including the product type the target market the buyer decision process proc the stage of the product life cycle and what are the channels of
• 60:30 - 61:00 distribution so what are the reasons why marketers are taking an IMC perspective to their advertising and promotional programs do you think well IMC differs from TR traditional advertising and promotion and that it recognizes the value of using a variety of communication tools rather than just relying primarily on media advertising which might be supplemented with tactical promotions IMC involves coordinating all all of a company's promotional elements as well as marketing activities in a synergistic
• 61:00 - 61:30 manner to send a consistent message to the target audience so while traditional advertising relies primarily upon the use of ads through the mass media to communicate with the target audience IC recognizes that consumer's perceptions of a company or its brands are a synthesis of the bundle of messages or contacts that they have with the firm and those contacts include media ads Packaging sales promotion messages received through interactive media such as websites and other digital media
• 61:30 - 62:00 point of purchase displays and other forms of communication the IMC approach seeks to have all of a company's marketing and promotional activities project a consistent unified message and or image to the market and consider which particular element of the promotional mix is the most effective way to communicate with customers in the target audience probably the most fundamental reason is that marketers are recognizing the value of strategically integrating
• 62:00 - 62:30 the communication functions rather than having them operate autonomously by coordinating their marketing communication efforts companies can avoid duplication they can take advantage of synergy among communication tools and they can develop more efficient and effective marketing communication programs the framework for an IMC plan generally should unfold in the following way should begin by reviewing the marketing plan this should be the starting point for a promotional planner
• 62:30 - 63:00 as the marketing plan is a written document that describes the overall marketing strategy and the programs that are developed for an organization a particular product line or a brand and with this promotional planners understand where the company or the brand has been its current position in the market where it intends to go and how it plans to get there marketing plans generally include five basic parts a situation analysis which includes looking at the market the company the
• 63:00 - 63:30 consumer the competition and the environment the second part is the marketing objectives that provide a mechanism for measuring performance the third part is a marketing strategy that includes a selection of Target markets and decisions for the marketing mix elements then there's the implementation program which are the task to be performed and the responsibilities and finally the control program which is where you Monitor and evaluate the performance to make strategic or tactical revisions if
• 63:30 - 64:00 necessary next you should be assessing the marketing communication situation so the promotional plan is developed similarly to the marketing plan and uses its detailed information to understand the situation some IMC strategy decisions require more specific information or additional analysis of the existing information necessitating a unique situation analysis for marketing communication it's really important to note the significance of what I just said a situation analysis combine
• 64:00 - 64:30 compiles relevant information and makes conclusions or derives implications from the information and that content generally concerns consumers comp competition Market company and environmental information and interpretation detail consideration of consumer's characteristics such as demographics psychographics and buying patterns their decision processes and factors that influence their purchase decisions
• 64:30 - 65:00 are relevant to making effective decisions and often marketing research studies are needed to answer these questions the attractiveness of different market segments must be evaluated and the segments to Target identified a situation analysis examines both direct and indirect comp competitors and focuses on the first primary competitor strengths and limitations the segmentation targeting positioning strategies and promotional strategies and tactics the size and
• 65:00 - 65:30 allocation of competitors promotional budgets media strategies and message strategy strategies should all be considered the market analysis examines a number of factors like Market size growth and profitability that can be investigated nationally regionally or locally and emerging submarkets may be identified as potential sources of new Revenue Trends with respect to product formats or Styles along with new product development might be relevant and
• 65:30 - 66:00 environmental analysis factors can vary according to industry but generally concern techn they generally concern technology economic social and government regulatory factors that constrain promotional decisions or offer marketing communication opportunities concluding how a brand can address its environmental uncertainty is a planner's priority the company analysis assesses the relative strengths and limitations of the product the product's unique
• 66:00 - 66:30 selling points its attributes or benefits and its packaging price and design and this information is important to the creative Personnel who must develop the Brand's advertising message and communicate aspects of the brand the strengths and limitations of the firm's image or their brand image will have a significant impact on the way it can advertise and promote itself as well as its products and services so for example Starbucks has an outstanding image due to the quality of its coffee and other
• 66:30 - 67:00 products and its reputation as a socially responsible company the company's recognized as a good citizen in its dealings with communities employees suppliers and the environment Starbucks understands that being identified as a socially responsible company is an important part of its success and that guides the selection of its promotional decisions next is determining the IMC plan objectives so an important part of this stage of the promotional planning process is establishing relevant and
• 67:00 - 67:30 appropriate objectives now marketing objectives refer to what's being accomplished by the overall marketing program and they often state in terms of sales market share or profitability and are often determined when the marketing plan is constructed but communication objectives refer to what the firm is seeking to accomplish with its IMC program and they're often stated in terms of the nature of the message to be communicated or what specific communication effects are to be achieved such as awareness the
• 67:30 - 68:00 promotional planner has to think about the process consumers go through in responding to marketing Communications and then it comes to developing IMC programs so each promotional mix element has its own set of objectives overall strategy message and media strategy and tactics and a budget so for example the advertising program will have its own set of obje Ives usually involving the communication of a message or appeal to a target audience and a budget will be determined
• 68:00 - 68:30 providing advertising manager and the agency with an idea of how much money is available for developing the ad campaign and purchasing media to disseminate the ad message two important aspects of the advertising program are development of the message and the media strategy message development often referred to as creative strategy isn't going to involve determining the basic message that the advertiser wishes to convey to the target audience media strategy is going to
• 68:30 - 69:00 involve determining which communication challenge channels is going to be used to deliver the advertising message to the target audience now decisions have to be made regarding which type of media to be used is it going to be newspaper magazine radio TV Billboards as well as specific media selections is it going to be a particular magazine or TV program and this task requires Ires careful evaluation of all of the media options strengths and limitations their costs
• 69:00 - 69:30 and their ability to deliver the message effectively to the target audience a similar process and set of decisions occur for all other elements of the IMC program as objectives are set and an overall strategy is developed and message and media strategies are determined if a firm decides to include a sales promotion it might use decide to use a specific message and media strategy and tactics to communicate information about the sales promotion in
• 69:30 - 70:00 addition to whatever advertising decisions that have been recommended and if a firm considers using multiple tools for its complete plan it might decide which one fits together best to solve a particular marketing communication problem and finally you implement and control the IMC plan so once the message and media strategies have been determined for each tool steps have to be taken to implement them and most large companies hire advertising agencies to plan and produce their messages and to evaluate and purchase
• 70:00 - 70:30 the media that will carry their ads but most agencies work very closely with their clients as they develop the ads and select the media because it's the advertiser that ultimately approves and pays for the creative work and media plan while the marketer advertising agencies may be used to performing other IMC functions they may also hire other communication Specialists it's important to determine how how well the promotional programs meeting communication and behavioral objectives and help the firm accomplish its overall
• 70:30 - 71:00 marketing objectives the promotional planner wants to know not only how well the promotional program is doing but also why so for example problems with the advertising program May lie in the nature of the message or in a media plan that doesn't reach the target audience effectively the manager has to know the reasons for the results in order to make the right take the right steps to correct the program the final stage of the process is designed to provide managers with
• 71:00 - 71:30 continual feedback concerning the effectiveness of the promotional program which in turn can be used as input into the planning process I'd like to close out this chapter with a reflection exercise I'm going to show you a video in a moment and I'd like you to watch it and you'll likely have to rewatch it a few times in order to consider the questions that I'm posing on this Slide the video is about the two 2012 release of The Hunger Games movie franchise it demonstrates the importance of integrated marketing
• 71:30 - 72:00 campaigns and the value they create in a firm's advertising strategy now while watching it consider the following one what makes them such a powerful tool in marketing two can you think of three examples of different platforms that advertisers could use in order to create an integrated marketing Communications campaign for a product or service three why is message consistency so important in communicating advertising
• 72:00 - 72:30 messages what is the integrated marketing communication campaign's role in helping deliver a consistent message to the consumer and finally four integrated marketing communication campaigns look to tell a story and they create an experience how can you think a campaign's ability to present a holistic narrative benefits the consumer and brand relationship and actually finally can you think of an example of a good
• 72:30 - 73:00 integrated marketing communication campaign you've recently seen and what you think made it successful and with respect to that last question I would love to hear from you if you think of something I would really like to hear your opinion on that and I would appreciate it so please email me and don't hold back because I really I really value your um your thoughts on that and you probably see things that I don't see so that could be very valuable for me to use but I certainly am interested in your thoughts and feelings
• 73:00 - 73:30 on this so please let me know take care and we'll see you on chapter 2
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• 76:00 - 76:30 in 2012 lions gates The Hunger Games became a worldwide sensation but in 2013 the studio forged a groundbreaking integrated marketing campaign to work in concert with traditional advertising to achieve even greater Heights with a Hunger Games Catching Fire history was made here to light the spark Lionsgate launched the first evolving logo in movie movie history the four-note musical pneumonic which accompanied the motion
• 76:30 - 77:00 poster then became the signature sound of the entire AV campaign and even turned into popular cell phone ringtones always closely coordinating every level of media after the debut of The Catching Fire teaser it's my pleasure to introduce the Hunger Games Catching Fire Lion's gate teased out 11 character portraits over 5 days across 13 of the internet's most popular websites fans had to unlock Clues to reveal each subsequent poster the success of this key art roll out became an integral ongoing part of the campaign as new posters continue to
• 77:00 - 77:30 hit the marketplace in the months to follow keeping interest burning including a specialty one sheet designed specifically for fans of the book using one of their favorite quotes from the novel we have never seen anything like this with audiences craving more Lion's gate went bold creating an inworld digital fashion magazine called capital Couture inventing their own pop culture for a world enamored with glamour chins
• 77:30 - 78:00 up Smiles on the summer issue blurred the lines between fiction and reality crossing over into high-profile Billboards in New York and la and for the fall issue Lionsgate partnered with Covergirl to create an integrated marketing campaign of their own for their Capital collection of Cosmetics with inworld outdoor TV print and digital advertising all woven together the excitement for catching fire was he eating up Let it Fly to ignite their final marketing
• 78:00 - 78:30 phase Lionsgate decided to reveal a look at the actual games for the first time in their Global advertising during one of the biggest games in the world here's the exclusive final trailer debut of The Hunger Games Catching Fire with new partners and new fans the integrated marketing campaign successfully broadened the already massive franchise making the Hunger Game is Catching Fire the number one movie of 2013 and the 10th biggest movie in
• 78:30 - 79:00 history but the franchise's growing popularity didn't stop there Caesar flickerman here with claudus temple Smith hi the successful campaign also elevated the motion picture event into one of the most iconic and beloved Global cultural phenomenons of all time please welcome Jennifer Lawrence Hunger Games hysteria The Hunger Games it's really caught on fire
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