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MARKETING COMMUNICATIONINTEGRATING ONLINE AND OFFLINE WITH SOCIAL MEDIA
Heidi HellströmMaster of Science (Econ.), Senior Lecturer
University of Applied Sciences, Vaasa
ADVERTISING
WOMSocial mediaIntegrated applications (iPad, mobiles, TV)Sponsored TVGoogle -> Location based advertising, SEO, SEMBanners (teacher´s comment: thank god these are not so popular anymore..)More Creative adds
THE NEW ERA
BRAINSTORM
WHO IS THE TARGET AUDIENCE IN THIS AD?
WHAT ABOUT SOSTAC MODEL OBJECTIVES?
AND IN THIS?
PROMOTION = COMMUNICATION MIX
The segment / target groupThe emotion that the receiver getsThe objectives of the ad
- Susanna Palmgren, Buerre Creations, Vaasa -
ADVERTISEMENT SHOULD TELL
PLANNING FUNCTIONS1. Set the budget2. Identify the target segment3. Planning media4. Define objectives5. Create the advertising platform
OBJECTIVES
ADVERTISEMENT OBJECTIVES SHOULD BE SMART
S_pecific
M_easurable
A_ctionalbe
R_ealistic
T_ime specific
Without clear strategy or unset tactic, it is not possible to succeed well. A company must have both
A) Marketing objectives B) Communication objectives
A) MARKETING OBJECTIVESRefer to
• Sales (€)• Market share (%)• Distribution• Product launch• Market growth (%/€)• Etc.
B) COMMUNICATION OBJECTIVESUsually refer to how communication should affect the target audience ->
FEELINGS ADVERTISEMENT INVOKES IN THE TARGET GROUP ?Communication objectives can be example
• Increase of awareness• Support a lauch• Announce a sale• Reposition a product
• remember the perceptual map
CASE DOVEBackground:
• Inspired by study The Real Truth of Beauty: you are only beautiful if they are young, thing, and blond. Study found that only 2% of women describe themselves as beautiful
• Dove Research indicated that 91% of women between the ages of 50 - 64 believe its time for society to change its views on aging and beauty
http://www.publicrelationspublicity.com/public-relations-campaign-examples.html
CASE DOVEObjectives:
• Start a societal change
• Initially focused on women 50+
• Now focus on how girls today are bombarded with unrealistic messages and images on beauty that impact their self esteem
http://www.publicrelationspublicity.com/public-relations-campaign-examples.html
OBJECTIVES ?
REFERENCEShttp://www.inspirefirst.com/wp-content/uploads/2011/05/cemex-creative-ad.jpghttp://studioblog.danielledunn.com/wp-content/uploads/Creative-Advertising.jpghttps://www.google.com/search?q=communication+mix&tbm=isch&tbo=u&source=univ&sa=X&ei=m8f-VNGlMuvMyAO1v4C4BA&ved=0CB0QsAQ&biw=1680&bih=913#imgdii=_&imgrc=Q8WCitQdq4-_3M%253A%3BMcAwYsjKNa_9xM%3Bhttp%253A%252F%252Fwww.sandelford.com%252Fhex.gif%3Bhttp%253A%252F%252Fwww.sandelford.com%252F%3B592%3B641
