Professional Documents
Culture Documents
Key Points:
Integrated marketing communications is an approach used by
organizations to brand and coordinate their marketing efforts across
multiple communication channels.
As marketing efforts have shifted from mass advertising to niche
marketing, companies have increasingly used IMC to develop more
cost-effective campaigns that still deliver consumer value.
Typically, communication tools for IMC encompass both traditional and
digital media, such as blogs, webinars, search engine optimization,
radio, television, billboards, and magazines.
1. AIDA Model
Action stage involves closing the sale, which is the most difficult
stage, but most important to the marketer.
They outline the series of steps potential purchasers must take to move from
unawareness of a product or service to readiness to purchase.
DAGMAR:
A marketing approach used to measure the results of an advertising
campaign. DAGMAR is an acronym: Defining Advertising Goals for Measured
Advertising Results. The approach involves setting specific, measurable
objectives for a campaign to determine if specific objectives were met.
Specifically, DAGMAR seeks to communicate a specific message through four
steps:
Awareness - making the consumer aware that the product or company exists
Comprehension
Comprehension - letting the consumer know what the product is used for
Conviction
Conviction - convincing the consumer to purchase the product
Action - getting the consumer to actually make the purchase.
Marketing Communication Budget
A marketing communication budget provides a formal process for planning, tracking and
measuring the impact of your expenditures on marketing communications activities such as
advertising, direct marketing, online or events. The budget sets out the funding required to
meet your communications objectives and provides a method of managing the expenditure
over a budget year.
Objectives
The marketing communication budget is part of the wider marketing planning
process. Your marketing strategy establishes how you will achieve your
marketing objectives. Marketing communications strategy describes the
techniques you will use to deliver key messages to the target audience. The
objective of the marketing communication budget is to achieve the
communication goals as cost effectively as possible and demonstrate a
successful return on investment. Some organizations separate above-the-line
expenditures on advertising from below-the-line activities such as product
information, social media or direct marketing.
Scope
The budget covers the direct and indirect costs of communications programs.
A budget for product information, for example, would include costs of copy
writing, design, printing and distribution. A budget for an event such as an
exhibition would cover rent of exhibition space, booth design and production,
client entertainment costs, event publicity and miscellaneous staff costs.
Careful planning ensures that there are no surprises when the final bill
arrives.
Time
The budget also sets out the timescales for expenditure over the year. Most organizations plan
their expenditures on a quarterly basis to smooth spending; however major events like a new
product launch can mean heavier expenditures in one quarter. Although a budget should cover the
forecast costs for all planned activities over a year, it should also include a contingency fund to
cover costs for new business opportunities.
Efficiencies
Putting together a budget can highlight opportunities to reduce marketing communications costs.
Integrated marketing communications uses consistent messages and visual images through all
communications programs. By working with a single communications agency, organizations can
also reduce their administrative costs, releasing funds for other communications programs.
Tracking
Budgets enable you to track planned expenditure against actual costs. To manage the budget
effectively, make sure your suppliers invoice you promptly and advise you of any possible cost
increases. To meet quarterly budget targets, you may have to request invoices against work in
progress for longer-term projects. As the end of the budget year approaches, you should ensure
that all invoices for that year's work are submitted and approved, even if the work is not
completed. Communication priorities could change in the next budget year and you may not have
funds to complete critical projects.
Metrics
Use the budget to measure how well the program achieved communications objectives. Use
metrics to measure factors such as changes in brand perception, number of sales leads, responses
to direct marketing programs or increase in the number of website visitors. Those metrics help
compare the effectiveness of different communication programs or levels of expenditure.
MODULE 2
Fundamentals of Advertising Campaigns
As various new marketing channels have risen to significance, advertising (both
print and online) has continued to chug along, helping marketers provide
information in a more detailed and more openly promotional (at times) manner than
the online world often finds permissible. In a world with short attention spans, print
advertisements still present a clear branding opportunity.
3. Have an objective
Too often, ads appear in a way that can best be described as haphazard, either in
terms of the ads design, the ads placement, or where the ad links to if its an
online ad. Make sure you have a clear objective that you want youre advertising to
fulfill. If you are introducing a new product, perhaps you want to set a goal of your
ad creating a certain number of sample requests. If you are promoting a white
paper or a webinar, make sure that your creative and your ad placement appeal to
the people in your audience who would want that kind of content. Your objective will
guide every important decision you will ultimately make about the ads you use in
your campaign.
When considering the print part of your campaign, remember the importance of selecting audited
publication where possible. Audited publications (BPA Worldwide and ABC are the two leaders) provide
the confidence of knowing that the target audience you are trying to reach actually qualify for and receive
the publication.
Even if your ad showcases the best creative in the industry, if the right people are not seeing it, it will not
do you any good. Rather than advertise in publications just because they have the lowest cost or the
largest circulation, advertise in the publications that offer the BEST circulation for your specific audience.
Planning Process
The planning process is the steps a company takes to develop budgets to guide
its future activities. The documents developed may include strategic plans (longrange, high-level company goals), tactical plans (shorter-term, specific plans to work
toward goals in the strategic plan), operating plans (detailed plans for a specific
department to implement), and project plans (plans to implement projects such as
launching new products or building a new plant).
Develop objectives
Create a timeline
Finalize plan
http://study.com/academy/lesson/what-is-the-planning-process-steps-lessonquiz.html
Creative brief:
Advertising appeal:
An advertising appeal refers to the approach used to attract the attention
of consumers and/or to influence their feelings toward the product, service,
or cause. It's something that moves people, speaks to their wants or need,
and excites their interest.
STRATEGIC APPROACH:
http://www.slideshare.net/AdvancedMediaProductions/a-strategic-approachto-integrated-marketing-presentation-962294
Generic strategies
Basic approaches to strategic planning that can be adopted by any firm in any market or industry
to improve its competitive performance. The three fundamental marketing strategies (which,
though different, are not mutually exclusive) are: differentiation strategy, focus strategy, and low
cost strategy.
1. Differentiation strategy
Approach under which a firm aims to develop and market unique products for different customer
segments. Usually employed where a firm has clear competitive advantages, and can sustain an
expensive advertising campaign. It is one of three generic marketing strategies (see focus
strategy and low cost strategy for the other two) that can be adopted by any firm.
2. Focus strategy
A marketing strategy in which a company concentrates its resources on entering or expanding in
a narrow market or industry segment.
A focus strategy is usually employed where the comopany knows its segment and has products to
competitively satisfy its needs. Focus strategy is one of three generic marketing strategies
Brand Image
The impression in the consumers' mind of a brand's total personality (real and imaginary
qualities and shortcomings). Brand image is developed over time through advertising campaigns
with a consistent theme, and is authenticated through the consumers' direct experience. See also
corporate image.
Safe driving
Obesity
Smoking
Fitness
Education
Gambling
Alcoholism
Celebrity endorsement
Celebrity endorsement advertising is defined as a well-known person using his or
her fame to help promote a product or service. Celebrity endorsements can help
build a brand, attract new users, and influence consumer purchases.
Benefit:
http://smallbusiness.chron.com/five-advantages-using-celebritiesadvertising-34394.html
Copy Elements
The copy or text must communicate in clear, concise and focused language. Start
with a headline that grabs the reader's attention, sparks interest in your product
and conveys your message succinctly. Potential customers have only seconds to
read your billboard. Even in brochures or catalogs, keep body copy brief and on
point. Include the company signature --- your identifying slogan and/or logo. Use
fonts (typefaces) that complement your message and are easy to read.
Graphic Elements
Photography, illustration and logo symbols like Nike's swoosh raise interest in any
ad. Integrate these graphic elements with your headline and copy for maximum
effect. A study by Texas State University showed that more attention goes to
pictures than words and human models get the most attention in magazine ads.
This indicates the value of using models that match or appeal to your target
audience to forge an immediate connection between your product/service and your
potential customer. Inconsistency between your headline and your illustration will
confuse the viewer and reduce the ad's impact.
Layout
The layout is the way you put all the elements together to create the final ad. Your layout needs a
focal point --- usually the picture or headline --- for readers' eyes to land on, then the white
space, graphic and text elements should lead them through the copy to the company signature.
Make the final layout match the ad's ultimate printed appearance in every detail.
Placement
Where you place your print advertising affects its success. An auto parts dealer will get more
response running his ad in an automotive magazine or classified section than in a fashion
magazine. Direct mail solicitations generate leads more effectively than magazine ads do.
Truth in Advertising
The Federal Trade Commission Act set forth requirements for truth in advertising and created the
FTC to enforce the provisions of the act. The Bureau of Consumer Protection's Business Bureau
notes that advertisements in the U.S. must by truthful, not deceptive and not unfair. Advertisers
must also have evidence available to back up claims they make.
The FTC defines deceitful statements as those that are likely to mislead consumers who act
reasonably under normal circumstances and that are likely to affect consumers' purchase
decisions. The FTC defines unfair advertisements as those that are likely to cause substantial,
unavoidable injury when using a product, unless the injury is outweighed by the provable
benefits.
Advertising to Children
Although the FTC places special emphasis on truth-in-advertising laws when applied to children,
the law allows for a great deal of unethical behavior here. Former FTC commissioner Roscoe B.
Starek states that children are not likely to understand exaggerated statements or images, citing
the example that children may believe a toy helicopter to come fully assembled when in fact
assembly is required.
This interpretation of the law completely ignores the unethical ramifications of purely legal
advertising, such as building brand loyalty in children before they even understand what a brand
is, encouraging children to develop negative self images or getting children hooked on products
that can impede social development. The best way to act ethically in this area is to advertise to
parents, not children.
Advertising Tactics
Advertising tactics present additional ethical challenges. Advertisers have a range of less-thanethical yet legal tools at their disposal, including subliminal advertising, emotional appeals,
taking advantage of less educated individuals, spreading propaganda for political campaigns, and
other tactics ethical advertisers consistently refrain from using. At the end of the day, consumers
will be more attracted to companies that do not use underhanded, psychologically manipulative
tactics to gain their business.