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IMC Objectives and the Brief

IMC Objectives and the Brief. Advertising vs. Marketing. Marketing = 4Ps Advertising = subset of Marketing Focuses on the “P” of promotion How do advertising and marketing works together? Advertising communicates points of differentiation, which may emerge from the other ‘P”s.

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IMC Objectives and the Brief

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  1. IMCObjectives and the Brief

  2. Advertising vs. Marketing • Marketing = 4Ps • Advertising = subset of Marketing • Focuses on the “P” of promotion • How do advertising and marketing works together? • Advertising communicates points of differentiation, which may emerge from the other ‘P”s

  3. Points of Differentiation • Price • New channels of distribution • Customer service • Packaging • Product differences • Introducing new products • Helping to “push” or to “pull”

  4. Advertising relates to marketing in key ways • Product Life Cycle consideration • Where is the product in its life cycle • Different stages have different advertising demands • Segmentation • Who wants or needs this product • Where are new market opportunities

  5. Advertising and Marketing… • Product differentiation • Does the product match our message? • How strong is the competitive field? • How strong is brand loyalty? • Where do we sit in relationship to competition? • Perceptual mapping • Positioning • Advertising articulates the positioning

  6. Positioning • Segmentation – Targeting -- Positioning • Positioning as the backbone of the brand • Examples: • Sony • Kia • Trader Joes • New Seasons

  7. How do marketers establish a position? • What does the customer currently believe about our product? • What do they perceive about our competition? • What do we want them to believe about us? • Can we afford the position? • Do we have the resources necessary to change attitudes? • Do we have good reason to change our current position? • How strong is the competitor’s position?

  8. Establishing Objectives/Goals • Communication goals, generally • …to inform • …to change attitudes/persuade • …to change behavior, encourage action • Must include: • Target audience • Measureable objective • Time frame

  9. Communication Process Sender Encoding Channel Decoding Receiver

  10. Advertising Theory • AIDA: • Awareness • Interest • Desire • Action • Advertising’s job is to move the consumer along this continuum

  11. Advertising Theory • Innovation Adoption Model • Awareness • Interest • Evaluation • Trial • Adoption

  12. Advertising Theory – Variables that affect message • Semiotics • Source credibility • Message credibility & delivery method • Channel credibility

  13. Common Advertising Goals • Build the brand: enter the evoked set • Create awareness: of new products, information • Persuade, i.e. influence intent to purchase, or brand switch • Support specific promotional initiatives • Prompt action, i.e. stimulate trial • Link an attribute to a product

  14. The Creative Brief • Developed to provide creative insight • Articulates the insights about the consumer in relationship to the product • Leads to creative inspiration and execution of communications that resonate emotionally with the consumer and cut through the clutter. • The “Big Idea” or creative concept

  15. Message and Media Strategies/Tactics • What is our message? • What is the Unique Selling Point? • What is the function? Appeal? • What is the support? Constraints? • What combination of promotional strategies will we use to distribute the message for maximum impact?

  16. Budget • Percentage of sales: allocate a percentage of gross sales to promote a product, generally around 2-10% • Drawback: If sales are low, more promotional spending may be warranted than the 2-10%

  17. Budget methods • Per unit allocation: assign a specific dollar amount to advertising based on the per unit production cost ( a percentage of cost of production is allocated for advertising) • Drawback: what if you’re not producing much? Won’t you need advertising to grow demand so you can make more?

  18. Budget • Share of voice: allocates an amount to advertising based on a relative portion of the overall amount spent in the category. To be “louder” than the competition. • Drawback: doesn’t account for the power of the creative message

  19. Budget • Share of market: Determine desired market share (i.e. 10%) and multiply by a factor of 3 to reach the amount of ad money required to spend in the overall category. • Drawback: same as share of voice

  20. Budget • Objective and Task: Break down the objectives into measureable advertising tasks (exposure = awareness). Calculate the cost for those tasks to come up with budget. • Drawback: can be difficult to quantify cost to change attitude, often results in budgets client can’t support.

  21. Budget • Arbitrary: spend what you can afford.

  22. Promotional Opportunity Analysis - Review • Situation Analysis/Communication Opportunity Overview • Objectives • Creative Brief • Strategies/Tactics • Budget • Evaluation

  23. Ad Goals • Ad forum.com

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