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BA230-Marketing Communication
• Know what marketing communications is.
• Understand the process and advantages of integrated marketing communications.
• Know the tools of the marketing communications mix.
• Learn the steps in developing effective marketing communications.
Why Multiple Instruments?
Imagine being interested in buying a new car! –
What do you do?
• Watch car commercials on TV or in the Internet more attentively – decision? No!
• Read magazine ads – decision? No, but development of relevant set
• Read car magazines, watch TV programs about cars – decision? No, but increased knowledge of cars
• Visit relevant car manufacturers‘ web sites – decision? No, but deepened knowledge of a selection of cars
• Order brochure of some cars – decision? No!
• Visit specific car seller (talking to salesman, reading & watching further material, testing car) - decision? Maybe.
What is Advertising?
• Paid
• non-personal communication
• from an identified sponsor
• using mass and interactive media
• to persuade or influence
• an audience.
What is Advertising?
Key elements of advertising include
the determination of the best
message in the most appropriate
media to reach identified target
audiences and to achieve stated
objectives.
What Advertising Does?
• Informs
• Persuades
• Differentiates
• Reminds
• Adds value
• Assists other marcom activities
What Advertising Does?
Informs
What Advertising Does?
Informs
What Advertising Does? Informs
What Advertising Does?
Persuades
What Advertising Does?
Persuades
What Advertising Does?
Differentiates
Differentiates
What Advertising Does?
What Advertising Does?
Reminds
What Advertising Does?
Reminds
What Advertising Does?
Adds value
What Advertising Does?
Assists marcom activities
Advertising: Advantages
• Ability to control message
• Cost effective way to reach a large target market (Cost per contact is low)
• Ability to create images and differentiate brands
• Can sometimes strike responsive reaction from customers
• Reaches large, geographically dispersed audiences
• Builds brand image
Advertising: Disadvantages
• High costs of producing and placing ads
• Difficult to determine effectiveness
• Credibility problems
• Clutter
• Not very persuasive
Parties Involved in Advertising
• The Advertiser
• The Advertising Agency
• The Media
• Suppliers
• The Target Audience (Buyers/Consumers)
Advertiser
The manufacturer, service company,
retailer, or supplier who advertises
their product or service [or cause]
• Firm that handles all aspects of the
advertising process, including planning,
creation & design, production and
placement of advertising (i.e. ‘full-service’)
The Advertising Agency
The Media
• A vehicle or group of vehicles used to
convey information, news, entertainment,
and advertising messages to an audience.
• These include television, newspapers,
magazines, radio, billboards, etc.
Suppliers
• Provide specialized service
• Artists, writers, photographers, directors, producers, consultants….
• May increase or decrease advertising
effectiveness.
The Target Audience
• The target audience can be any group of people from the retailers, consumers, employees, shareholders…
• Identification of the target audience is essential for advertising.
• Adv. strategy, creative strategy, media strategy are all determined according to the target audience.
• Research about target audience
Five main decisions in developing an
advertising program (5 M’s):
1. What are advertising objectives (mission)?
2. How much can be spent (money)?
3. What message should be sent (message)?
4. What media should be used (media)?
5. How should results be measured (measurement)?
Developing and Managing the
Advertising Campaign
Developing and Managing the
Advertising Campaign
The 5 M’s of Advertising
• Objectives can be
classified by aim:
– Inform
– Persuade
– Remind
– Differentiate
– Add value
– Assist other
marcom activities
• Mission
• Money
• Message
• Media
• Measurement
Developing and Managing the
Advertising Campaign
The Five Ms of Advertising
• Objectives can be
classified by aim:
– AIDA (attention, interest,
desire, action)
– Hierarchy of effects
• Mission
• Money
• Message
• Media
• Measurement
Developing and Managing the
Advertising Campaign
• Budget of advertising:
– Production budget
– Media budget
The Five Ms of Advertising
• Mission
• Money
• Message
• Media
• Measurement
Developing and Managing the
Advertising Campaign
• Creating advertising
message:
– Message aim
– Message strategy
(advertising appeals)
– Creative concept (Big
Idea)
– Execution
– Message evaluation
The Five Ms of Advertising
• Mission
• Money
• Message
• Media
• Measurement
• Superiority claims based on unique physical feature or benefit of product
• Most useful when point of difference cannot be readily matched by competitors, i.e. product has unique characteristic or can uniquely satisfy need
Special Message Strategies:
Unique Selling Proposition
Special Message Strategies:
Unique Selling Proposition
Special Message Strategies:
Consumer Benefit
Special Message Strategies: Promise
Special Message Strategies:
Brand Image
Developing and Managing the
Advertising Campaign
• Developing media strategy involves:
– Selecting media and vehicles
– Deciding on reach, frequency, and impact
– Determining media timing
– Deciding on media budget allocation
The Five Ms of Advertising
• Mission
• Money
• Message
• Media
• Measurement
Developing and Managing the
Advertising Campaign
• Evaluating advertising
effectiveness
– Communication-effect
research
– Sales-effect research
The Five Ms of Advertising
• Mission
• Money
• Message
• Media
• Measurement
Evaluating Your Advertising
– Is It…
• Focused on your message, your USP?
• Geared to key benefits?
• Consistent with your business?
• Clear, understandable?
• Attention-getting, unique?
• Timely?
• Realistic, deliverable?
• Is it bringing in customers?
• Is it bringing in inquiries?
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