PULLING IT ALL TOGETHER The Integrated Campaign The bull’s-eye of the advertising business.

Slides:



Advertisements
Similar presentations
PROMOTION ALL MARKETING ACTIVITIES OTHER THAN PERSONAL SELLING, ADVERTISING AND PUBLIC RELATIONS, THAT ARE USED TO STIMULATE CONSUMER PURCHASING AND.
Advertisements

SEM Promotion PE - Employ sales-promotion activities to inform or remind customers of business/product PI - Design logo for sport/event PI – Design.
DESIGNING AN ONLINE MARKETING CAMPAIGN FOR OPTIMUM RESULTS.
Chapter 1 Understanding Consumer Behavior. Learning Objectives~ Ch. 1 1.Define consumer behavior (cb) and explain its elements. 2.Identify the 4 domains.
Chapter 11: Branding and Marketing Communications.
MARKETING COMMUNICATION Marketing 360 Brian Gillespie.
Kotler / Armstrong, Chapter 15 Which of the following is not an aim of advertising? 1.to persuade 2.to inform 3.to remind 4.All of the above are aims of.
Designing and Managing Integrated Marketing Communications
 Different modes work together to create a seamless experience and are presented with a similar tone and style that reinforces the brand’s core message.
MARKETING MANAGEMENT 12 th edition KotlerKeller 17 Designing and Managing Integrated Marketing Communications.
Define the term promotion
Integrated Marketing Communications Promotional Strategies at a Glance Chapter 14.
Advantages of TV Advertising Creativity and impact Coverage and cost effectiveness (but what about target market reach and waste coverage) Captivity and.
How to use your Brand Logo in Memorable Ways “So you’ve created a logo. Now what? Get out there with these 5 creative ways to get your logo noticed.”
17 Designing and Integrating Marketing Communications 1.
Marketing Processes and Consumer Behavior
PART 1.  Any form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.  Advertising and promotion are integral.
Objectives Be able to define product and know the major classifications of products and services. Understand the decisions companies make regarding their.
THE INTERACTION OF ART\DESIGN AND ADVERTISING\MARKETING(E. G. PACKAGING MATERIALS, BRANDING, PROMOTIONAL MATERIALS).
Chapter 10 Integrated Marketing Communications 2: Direct Communications Techniques.
An Introduction to Integrated Marketing Communications.
Advertising agencies are outside companies that provide for the marketing and advertising needs of other businesses and organisations. They offer a full.
Music Downloads Music downloads have been one of the most popular incentives for over a decade — and for good reason. They continue to have high-perceived.
Seminar in Interactive Advertising Seminar Notes for Topic: “Managing Interactive Advertising” (Part III) Department of Advertising College of Communication.
Marketing Research.
CHAPTER 6: INTEGRATING MARKETING COMMUNICATIONS TO BUILD BRAND EQUITY
Print Direct Mail Newsletters, Brochures & Posters Newspapers & Magazines Press Releases Annual Reports Organization Profile Television & Radio Local.
1 Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin An Introduction to Integrated Marketing Communications.
Advertising – Features and Advantages © 2014 wheresjenny.com ADVERTISING FEATURES AND ADVANTAGES.
Promotional Strategies Developing a Promotional Mix.
Promotional Mix The combination of promotional activities that an organization uses to communicate its message and sell its products. Possible Activities.
Chapter 5 Lecturer – Md Shahedur Rahman Advertising Management.
Promotion – 1 Integrated Marketing Communications Professor Carl Mela BA 460 Product Management Fuqua School of Business Brand Management System On Building.
PROMOTION JOE CHOU. WHAT IS PROMOTION? Promotion is communicating a product or service to consumers. Promotion is an element in the marketing mix. Communication.
marketing communication involves communication about the product the product or service an element in the marketing mix aimed at informing, influence.
Branding Marketing Objective Questions Why do companies develop brands? How do they come up with brands? What makes a brand successful?
Y.H.A MEDIA GROUP Advertising Package. What is the point of Advertising? The purpose of advertising is to do the following: – Enhance the image of the.
3.04 – Part B. Characteristics of a good brand name. The name should: Describe the product’s benefits and uses Be easy to read, pronounce, and remember.
Marketing a Small Business. Show me the Money Prepare a description of the promotional activities Develop themes where appropriate Select appropriate.
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Think of it like a cake mix - the basic ingredients are always the same. However if you vary the amounts of one of the ingredients, the final outcome.
Campaigns Synergy and Integration Chapter 8. What’s a campaign? “A series of ads for a product (or service or company) that work individually and cumulatively.
Advertising/Media. What Makes a “Good” Ad 2 Breaks through Breaks through Memorable Memorable Achieves one or more of the following Achieves one or more.
Integrated Marketing Communications and International Advertising Chapter 21 Matakuliah: J0474 International Marketing Tahun : 2009.
CHAPTER 6: INTEGRATING MARKETING COMMUNICATIONS TO BUILD BRAND EQUITY Lecture
3.03 C ORPORATE B RANDING Position company to acquire desired image.
©2003 Prentice Hall, IncMarketing: Real People, Real Choices 3rd edition 14-0 Chapter 14 Conversing with the Customer: Promotional Strategy, Interactive.
It is equal to the marketing communications. It relates to the products or services of the communications products. Promotion is an element of the marketing.
CHAPTER 12 Integrated Marketing Communications M A R K E T I N G Real People, Real Choices Fourth Edition.
3.02 – Part C.
1 Advertising, Sales Promotion, and Public Relations Chapter 15.
-It equals marketing communication. -It involves communication about the product the product or service. -Promotion is an element in the marketing mix.
Copyright – Legal protection of original works and intellectual properties granted by the government to give their creators sole rights to them.
Business Essentials 9e Ebert/Griffin Marketing Processes and Consumer Behavior chapter eleven.
Integrated Marketing Communication Strategy
Session-38 Integrated Marketing Communications principles of marketing.
Promotional Strategies Developing a Promotional Mix.
Promotion Promotion is used to communicate information about goods, services, images, and/or ideas to achieve a desired outcome. What types of promotion.
What’s Happening?
Introduction to Marketing. What is Marketing? “…the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging.
Product marketing - the power of branding Lesson objective- to gain knowledge and understanding of the power of branding and its effect on different consumer.
Integrating Marketing Communications to Build Brand Equity.
Telco Communications Pvt. Ltd.
3.04 – Part B.
Integrating Marketing Communications to Build Brand Equity
STAND OUT FROM THE CROWD!
Dr. Ioannis Assiouras Promotion.
Product, Services, and Branding Strategy
Michael R. Solomon Greg W. Marshall Elnora W. Stuart
Presentation transcript:

PULLING IT ALL TOGETHER The Integrated Campaign

The bull’s-eye of the advertising business.

THREE QUESTIONS  Why is it important?  What constitutes an integrated campaign?  How do we create one?  Why is it important?  What constitutes an integrated campaign?  How do we create one?

An integrated campaign extends a brand idea across multiple media or forms of communication.

1985 print/outdoor/TV/radio/direct mail/PR/trade show tchotchkes

 2010 plus interactive and digital media, buzz marketing, ambient/guerilla events, viral, interactive TV, mobile apps, blogs, coffee cup sleeves, bar mats, magazine bellybands, banners, in- cinema, product placement, posters, CD cases, point of purchase displays, live events, every consumer touchpoint, company publications, annual reports, employee handbooks, etc.

A small idea CAN’T POSSIBLY ENERGIZE THIS ENORMOUS MEDIA SPECTRUM.

A BIG IDEA THAT’S BRANDED THAT’S BRANDED

Before executing an integrated campaign, you need a branded advertising idea.

Branded advertising creates a strong association between an idea, symbol, object, emotion, icon, attitude or perception and a particular product or company.

Successfully branded advertising uses BRAND CUES to connect the advertiser to the message

 images and icons, logos, labels  “created” characters  spokespeople  signature music, filmic styles, voiceovers  taglines, brand name, product  colors  attitude, point-of-view  images and icons, logos, labels  “created” characters  spokespeople  signature music, filmic styles, voiceovers  taglines, brand name, product  colors  attitude, point-of-view

You might think branding the adv is the creative dept’s job, not the strategist’s. You’d be wrong

In many ways, the strategist provides the raw materials for the branding of the advertising  sifting through the brand’s history and iconography  establishing its point-of-view, its voice  defining the world(s) it will live in  Its signature images, settings, moments  sifting through the brand’s history and iconography  establishing its point-of-view, its voice  defining the world(s) it will live in  Its signature images, settings, moments

Creating an integrated advertising campaign is a team sport.  Acct mgt/planning curate strategic integration  Creative dept. curates creative integration  Acct mgt/planning curate strategic integration  Creative dept. curates creative integration

Half-a-Virgin Cola  you’ve got a big idea  you’ve created some branded advertising based on it  which media options do you employ in this integrated campaign?  you’ve got a big idea  you’ve created some branded advertising based on it  which media options do you employ in this integrated campaign?

THINK LIKE A MERCHANT

Merchants were the first advertisers.  promoting their storefronts: sold hats, shoes, hardware…butchers, bakers, candlestick makers.  intensely local - their market was on foot and nearby.  created the first logos: dentist/tooth, blacksmith/horseshoe, bars/beer mug.  promoting their storefronts: sold hats, shoes, hardware…butchers, bakers, candlestick makers.  intensely local - their market was on foot and nearby.  created the first logos: dentist/tooth, blacksmith/horseshoe, bars/beer mug.

A “ Merchant Mentality ” is a mind-set absolutely obsessed with the customer. wants and needs aspirations buying habits, the transaction levels of satisfaction, loyalty wants and needs aspirations buying habits, the transaction levels of satisfaction, loyalty

Sam Walton RH Macy Tom Carvel Howard Schultz, Starbucks Steve Jobs, Apple Sam Walton RH Macy Tom Carvel Howard Schultz, Starbucks Steve Jobs, Apple

CONSIDER THE TRANSACTION  The who, where, when, and why of the actual sale  consider the product in use  The who, where, when, and why of the actual sale  consider the product in use