Dip in Brand Mgt (SLIM) - Advertising

1. Advertising and Integrated Brand
communication
M.R Mahmooth
MBA, MSc, Chartered Marketer

2. Contents
•
•
•
•
•
What is advertising
Why advertising
What is IBC
The key characteristics of advertising
Key characteristic of IBC

3. Advertising
• Definition – A Paid mass-mediated attempt to
persuade (disseminate information)
• The company who pays – Client/Sponsor
• Is Publicity an mode of Advertising???
• For Example -

5. Marketing Communications mix
•
•
•
•
•
Advertising
Direct marketing
Sales Promotion
Personal selling
PR and Publicity
Each of these has its own uses and limitations
and hence a judicious mix is employed by
most companies.

6. Integrated Marketing
Communications
• This brings about synergy and better use of
communication funds
• Balancing the ‘push’ and ‘pull’ strategies
• Improves the company’s ability to reach the
right consumer at the right place at the right
time with the right message.

7. So what are the key characteristics
for a good communication/Advert

8. Different methods of Advertising

20. • What is Marketing
You see a gorgeous girl at a party. You go up
to her and say, "I am very rich. Marry me!"
That's
=Direct Marketing=

21. • You're at a party with a bunch of friends and see a
gorgeous girl. One of your friends goes up to
her and pointing at you says,
"He's very rich. Marry him."
That's
=Advertising=

22. • You see a gorgeous girl at a party.
You go up to her and get her telephone number.
The next day you call and say, "Hi, I'm very rich.
Marry me."
That's
=Tele Marketing=

23. • You're at a party and see a gorgeous girl. You get up and straighten
your tie; you walk up to her and pour her a
drink.
You open the door for her, pick up her bag after she drops it, offer
her
a ride, and then say, "By the way, I'm very rich "Will you marry
me?"
That's
=Public Relations=

24. You're at a party and see a gorgeous girl. She
walks up to you and says,
"You are very rich, I want to marry you."
That's
=Brand Recognition=

25. • You see a gorgeous girl at a party.
You go up to her and say, "I'm rich. Marry
me"
She gives you a nice hard slap on your face.
That's
=Customer Feedback=

26. ¿How would you like to travel
on your vacations this year?
¿This way..??

27. The Communications Process
Sender
Encoding
Message
Media
Decoding
Noise
Feedback
Response
Receiver

28. Marketing Communications mix
•
•
•
•
•
Advertising
Direct marketing
Sales Promotion
Personal selling
PR and Publicity
Each of these has its own uses and limitations
and hence a judicious mix is employed by
most companies.

29. Integrated Marketing
Communications
• This brings about synergy and better use of
communication funds
• Balancing the ‘push’ and ‘pull’ strategies
• Improves the company’s ability to reach the
right consumer at the right place at the right
time with the right message.

30. Distortions in Communication
• Selective attention
• Selective distortion
• Selective retention

31. Factors influencing effectiveness of
communications
• when the recipient’s source of communication is
single
• When message is in line with recipients opinions and
beliefs
• When issues are unfamiliar or peripheral issues
• When the source is an expert, of high
status, likeable, has power and can be identified with
• When social context or reference group will mediate
the communication and influence acceptability

32. Communications model
• AIDA model
• The hierarchy of effects model
• The innovation – adoption model

33. AIDA Model
Attention
Interest
Desire
Action

34. Marketing Communication
•
Factors influence Marketing Communications
1. Changing Consumers
•
The availability of information and increased resistance in
mass-market broadcasting
2. Changing Marketing Strategies
•
Fragmented market and more personalised marketing
strategies
3. Changes in Technology
•
e.g. Internet, Mobile, Ipod, Satellite & Cable
Armstrong and Kotler (2009) Chpt 12

35. IMC: Mix and Match
• Integrated Marketing Communication
– A planning process designed to assure that all
brand contacts received by a customer or
prospect for a product, service, or organisation are
relevant to that person and consistent over time
American Marketing Association

36. Communication Mix Strategies
• Two basic strategies
– Push Strategy
• Pushing the product through marketing channels to
final consumers
• Personal selling and trade promotion are relatively
emphasised
Marketing
Activities
Producer
Retailers and
Wholesalers
Marketing
Activities
Customers

37. Communication Mix Strategies
• Two basic strategies
– Pull Strategy
• Producer direct its marketing activities directly to
consumers to induce their demand for the product
• Advertising and promotion are relatively emphasised
Marketing Activities
Producer
Retailers and
Wholesalers
Customers

38. Marketing Communications at the Brand
Level
A well-known and
respected brand is
an invaluable asset
This is the key
means for
differentiating one
company’s offering
from another’s
A successful brand can
create barriers to entry for
competitors
Brand
38

39. Factors influencing effectiveness of
communications
• when the recipient’s source of communication is
single
• When message is in line with recipients opinions and
beliefs
• When issues are unfamiliar or peripheral issues
• When the source is an expert, of high
status, likeable, has power and can be identified with
• When social context or reference group will mediate
the communication and influence acceptability

40. Introduction to Marketing
Communications (Marcom)
Integrated Marketing
Communication (IMC)
Programs
Business-to-Consumer
(B2C)
© 2010 South-Western, a
part of Cengage Learning.
All rights reserved.
Business-to-Business
(B2B)
1–40
Integrated Marcom
B2C&B

41. Table 1.1
The Tools of Marketing Communications
1. Media Advertising
• TV
• Radio
• Magazines
• Newspapers
2. Direct Response and
Interactive Advertising
• Direct mail
• Telephone solicitation
• Online advertising
3. Place Advertising
• Billboards and bulletins
• Posters
• Transit ads
• Cinema ads
4. Store Signage and Point-ofPurchase Advertising
• External store signs
• In-store shelf signs
• Shopping cart ads
• In-store radio and TV
5. Trade- and ConsumerOriented Promotions
• Trade deals and buying
allowances
• Display and advertising
allowances
• Trade shows
• Cooperative advertising
• Samples
• Coupons
• Premiums
• Refunds/rebates
• Contests/sweepstakes
• Promotional games
• Bonus packs
• Price-off deals
6. Event Marketing and
Sponsorships
• Sponsorship of sporting
events
• Sponsorship of arts, fairs,
and festivals
• Sponsorship of causes
7. Marketing-Oriented Public
Relations and Publicity
8. Personal Selling
Source: Adapted from
© Integrated MarketingFigure 1.1 in a Programs,” Journal of Marketing Management 17 (August, 2001), 823–851. Perspectives
2010 South-Western, Kevin Lane Keller, “Mastering the Marketing Communications Mix: Micro and Macro
on
Communication
part of Cengage Learning.
1–41
All rights reserved.

42. The Integration of Marketing
Communications
• Why Not Integrated?
– Tradition of separation communication tools
– Influence of specialized outside suppliers
– Managerial perception
• Fear of budget cutbacks
– Resistance of outside suppliers to broadening
their functions
© 2010 South-Western, a
part of Cengage Learning.
All rights reserved.
1–42

43. The Integration of Marketing
Communications (cont’d)
• IMC and Synergy
– Using multiple communication tools in
conjunction with one another can produce
greater results (synergistic effects) than tools
used individually and in an uncoordinated
fashion.
© 2010 South-Western, a
part of Cengage Learning.
All rights reserved.
1–43

45. MarCom Outcomes
Outcomes
Enhancing Brand Equity
Affecting Behavior
45

46. Table 1.2
Five Key Features of IMC
1. Start with the customer or prospect.
2. Use any form of relevant contact or touch point.
3. Speak with a single voice.
4. Build relationships.
5. Affect behavior.
© 2010 South-Western, a
part of Cengage Learning.
All rights reserved.
1–46

47. Key IMC Feature # 1
• The Consumer or Business Customer Must
Represent the Starting Point for All Marketing
Communications Activities
– Consumers in Control
• Outside-in approach: learn the media preferences and
lifestyles of customers/prospects to know the best
contexts to reach them with brand messages.
– Reduced Dependence on Mass Media
• Consumers are increasingly in control of their media
choices for acquiring information about brands.
© 2010 South-Western, a
part of Cengage Learning.
All rights reserved.
1–47

48. Selecting the Appropriate Marcom
Tools
Media-Neutral
Approach
Identify Marcom
Program Goals
Courtesy of WISK®, Unilever United States, Inc.
Determine Best
Way to Allocate
Marketing Budget
© 2010 South-Western, a
part of Cengage Learning.
All rights reserved.
1–48

49. Key IMC Feature # 2
• Use Any and All Marcom Tools
That Are Up to the Task
– 360-Degree Branding
• A brand’s touch points should be
everywhere the target audience
is.
– Not All Touch Points
Are Equally Engaging
• Surround customers/prospects
with the message, but not to the
point of being irritatingly present.
© 2010 South-Western, a
part of Cengage Learning.
All rights reserved.
1–49

50. Key IMC Feature # 3
• Multiple Messages Must Speak
with a Single Voice
– A brand’s positioning statement must:
• Present a clear idea of the
brand in its target market’s mind
• Consistently deliver the same
unified message across all
media channels on all occasions.
© 2010 South-Western, a
part of Cengage Learning.
All rights reserved.
© Richard B. Levine / Newscom
1–50

51. Key IMC Feature # 4
• Build Relationships Rather
Than one off engagement
– Loyalty programs promote longterm relationships between
customers and brands that lead to
customer retention.
– Experiential marketing programs
can create brand experiences that
make positive and lasting
impressions on customers.
© 2010 South-Western, a
part of Cengage Learning.
All rights reserved.
1–51

52. Key IMC Feature # 5
• Don’t Lose Focus of the Ultimate Objective:
Affect Behavior
– The goal of IMC is to influence the target audience
in such a way that the audience engages in a
specific desired behavior.
– The effectiveness of an IMC program is judged by
its success in terms of its ultimate influence on
behavior.
© 2010 South-Western, a
part of Cengage Learning.
All rights reserved.
1–52

53. Obstacles to Implementing IMC
• Integration requires tight coordination among
all elements of a marcom program.
– Few providers of marketing communication
services have the diversity of skills required to
execute an IMC program.
– Direct-to-customer advertising is more difficult
than a mass media campaign.
– The greatest challenge is making sure that all
marcom tools are consistently executed.
© 2010 South-Western, a
part of Cengage Learning.
All rights reserved.
1–53

54. Marketing Communications
• Marketing Communications’ Objective
– To enhance brand equity by moving customers to
favorable action toward the brand—trying
it, repeat purchasing it, and becoming loyal
toward the brand.
• Brand Equity
– The degree to which consumers favorably perceive
the brand’s features and benefits as compared to
competitive brands and how strongly these views
© 2010 South-Western, a
are held in memory 1–54
part of Cengage Learning.
All rights reserved.

55. Figure 1.1
Making Brand-Level Marcom Decisions and Achieving
Desired Outcomes
© 2010 South-Western, a
part of Cengage Learning.
All rights reserved.
1–55

56. Fundamental Marcom Decisions
Fundamental
Marcom Program
Decisions
Targeting
© 2010 South-Western, a
part of Cengage Learning.
All rights reserved.
Setting
Objectives
Positioning
1–56
Budgeting

57. Fundamental Marcom Decisions
(cont’d)
Top-down
(TD)
Top-down/Bottom-up
(TD/BU)
Budgeting
Procedures
Bottom-up/Top-down
(BU/TD)
Bottom-up
(BU)
© 2010 South-Western, a
part of Cengage Learning.
All rights reserved.
1–57

58. Fundamental Marcom Decisions:
Commit-to-Memory Mantra
All marketing
communications
should be:
1. Directed to a specific
target market
2. Clearly positioned
3. Created to achieve
a specific objective
4. Undertaken within
budget constraints
© 2010 South-Western, a
part of Cengage Learning.
All rights reserved.
1–58

59. Marcom Implementation Decisions
Marcom Program
Implementation
Decisions
Mixing
Elements
© 2010 South-Western, a
part of Cengage Learning.
All rights reserved.
Creating
Messages
Selecting
Media
1–59
Establishing
Momentum

60. Figure 1.2
A Buy-OneGet-One-Free
Promotion
© 2010 South-Western, a
part of Cengage Learning.
All rights reserved.
1–60

61. Marcom Outcomes
Marcom
Outcomes
Enhancing
Brand Equity
© 2010 South-Western, a
part of Cengage Learning.
All rights reserved.
Affecting
Behavior
1–61

62. Marcom Program Evaluation
Marcom Program
Implementation
Measuring Results
for Accountability
Behavioral
Impact
Communication
Outcomes
© 2010 South-Western, a
part of Cengage Learning.
All rights reserved.
Taking Corrective
Action
Providing
Feedback
1–62
Greater Investment
Different
Communication
Combinations
Revised Strategy
Revised Allocations