8/10/2019 MBA 532 Intro Chp1 DW
1/17
MBA 532Marketing Communications Strategy
with Duane Weaver
The Process:Advertising and Integrated Brand
Promotion in Business & Society (Ch. 1)
8/10/2019 MBA 532 Intro Chp1 DW
2/17
OUTLINE Introductions Course Overview: outline, assignments, site
Chp 1. The Process: Advertising and Integrated Brand Promotionin Business & Society
What is Advertising? Definitions?
Advertising a Communication Process
Audiences
Brand Promotion
Brand Loyalty Brand Equity
Inelasticity of DemandTypes of Advertising
From Ads to IMC to IBP
8/10/2019 MBA 532 Intro Chp1 DW
3/17
Introductions - Instructor
Duane Weaver B.Comm., M.D.Ed.(th.pds),IESNA CEO 2Birds1Stone Marketing and Computer Applications Instructor 20+ years management experience (marketing) Industry experience: High-tech, Artificial Intelligence,
Telecommunications, Computing, Lighting, Automotive,Fashion, Distance Education, B2B, B2C, E-Commerce, E-Learning, Grocery and Floral.
Manufacturing, Wholesale and Retail experience. Family, small business, and multi-national corporations Positions: Board ofDirectors, CEO, General Manager,
International Sales Manager, Business DevelopmentManager, Regional Sales Manager, Product Manager,Market Manager, Service Manager, Parts Manager, Acct.Manager, Marketing/Business Consultant, Instructor
Enjoy sailing, soccer, badminton, golf and camping
8/10/2019 MBA 532 Intro Chp1 DW
4/17
Introductions - Students
Your name?
What do you expect to get out of
learning MBA 532 (MarketingCommunications Strategy)?What is your personal learning GOAL?
Provide an example of one companythat in your opinion, manages brandpromotion effectively. Why?
8/10/2019 MBA 532 Intro Chp1 DW
5/17
The Process:
Advertising and Integrated BrandPromotion in Business & Society
Chapter 1 with Duane Weaver
8/10/2019 MBA 532 Intro Chp1 DW
6/17
The Process: Advertising and Integrated
Brand Promotion in Business & Society
What is Advertising?
a paid mass-mediated attempt to
persuade(OGuinn, Allen, Semenik 4Ed., pp. 8-9)
Advertising versus Publicity
8/10/2019 MBA 532 Intro Chp1 DW
7/17
Definitions: Advertisement:a specific message that someone
or some organization has placed to persuade andaudience.
Advertising Campaign:a series of coordinatedads and other promos that communicatereasonably cohesive and integrated theme.
Integrated Brand Promotion (IBP):the use ofmany promotional tools, including advertising, in acoordinated manner to build and then maintainbrand awareness, identity, and preference.
(OGuinn, Allen, Semenik 4Ed., p. 12)
8/10/2019 MBA 532 Intro Chp1 DW
8/17
Advertising as a
Communication Process
Sender ReceiverMediumEncode Decode
IntendedMessage
PerceivedMessage
8/10/2019 MBA 532 Intro Chp1 DW
9/17
Communication Exercise
Groups of 4
Sender
Receiver
Observers (2)
8/10/2019 MBA 532 Intro Chp1 DW
10/17
Audiences
Target Audience:group of consumers singled out by anorganization for an advertisement orcampaign
Household Consumers
Business Organizations
Trade Channels (personal selling)
Professionals
Government
8/10/2019 MBA 532 Intro Chp1 DW
11/17
Advertising and Brand Promotioneffective advertisingas part of an overall
integrated brand promotion is a key factorin the success of brands
(OGuinn, Allen, Semenik 4Ed., p. 20)
advertisingplays a criticalrole in branddevelopment
(OGuinn, Allen, Semenik 4Ed., p. 21)
Brand:a name, term, sign symbol, or any otherfeature that identifies one sellers goods orservice as distinct from those of othersellers
(OGuinn, Allen, Semenik 4Ed., p. 21)
8/10/2019 MBA 532 Intro Chp1 DW
12/17
Building Brand Loyalty
occurs when a consumer repeatedlypurchases the same brandto theexclusionof the competitors brands.
8/10/2019 MBA 532 Intro Chp1 DW
13/17
Brand Equity
is built when a company builds andmaintains positive associationswiththe brand in the mind of the
consumer.
8/10/2019 MBA 532 Intro Chp1 DW
14/17
Inelasticity of Demand
Brand loyal consumers tend to be lesssensitive to price increases. Economicscalls this inelasticity of demand.
8/10/2019 MBA 532 Intro Chp1 DW
15/17
Types of Advertising Demand Stimulation:
Primarycreate demand for entire product category(usually new products)
Selectivepoint out a brandsunique benefitscomparedto competition
Response Advertising: Directact immediately
Delayeddevelop awareness and preference over time
Corporate vs. Brand Advertising: Corporateto favour the company (stimulates corporate
recognition)
Brandheightens awareness of the benefits, features,and values of a particular brand (stimulates brand recognition)
8/10/2019 MBA 532 Intro Chp1 DW
16/17
Advertising to IMC to IBP
Advertising is only one component ofthe promotional tools available inIntegrated Marketing Communications
(IMC) IMC = process of using promotional
tools so that a unified synergisticcommunication effect is created (anemphasis on communication).
IBP has become the emphasis morerecently (with a focus on brandover communication).
8/10/2019 MBA 532 Intro Chp1 DW
17/17
Thank You!See you next week
MBA 532Marketing Communications Strategy