1. COMM 4334 Advertising Campaigns
Spring 2016

2. How does communication take place?
Communication is transmitting, receiving, and processing information.
Communication plays a key role in any advertising or marketing campaign.
Sender
Encoding
Transmission Device
Decoding
Receiver
Page 4

3. An Integrated Marketing Communications Plan
Starts with the Four “P’s” –
Product
Price
Promotion
Place (or distribution)

4. This course will deal with the Promotions component of the 4 P’s
Advertising
Sales promotion
Personal selling
Database marketing
Direct response marketing
Sponsorship marketing
Online marketing
Social media marketing
Alternative marketing
Public relations programs

5. The IMC Plan A strategic marketing plan forms the basis for IMC
This plan coordinates every component of eh marketing mix in order to achieve consistency in the messaging

6. Components of an IMC Plan
Current situational analysis
SWOT analysis
Marketing objectives
Target market(s)
Marketing strategies
Marketing tactics
Implementation
Evaluation of performance

7. Emerging Trends in Marketing Communications
Emphasis on accountability
and measurable results.
Changes in tasks performed by key players
Explosion in the use of alternative media

8. Changes in Tasks Performed
Key roles:
Account executive
Account manager
Brand or product manager
Creatives
Account planners
p. 8

9. Emergence of Alternative Media
Web ads
Interactive websites
Blogs
Social networks
Mobile platforms
Text messaging
Technology based interactions

10. Advances in Information Technology
Instant technology creates both opportunities and threats
p. 10, Facebook, twitter, social media for favorable and unfavorable reviews, company and product information. Monitoring blogs to see what consumers are saying

11. Changes in Channel Power
A marketing channel consists of a producer or manufacturer vending goods to wholesalers or middlemen, who in turn, sell items to retailers who sell the items to consumers
A shift has taken place allowing the buyer to be in charge
In 2001 online retail sales were $31 billion
Online retail sales are expected to reach $327 billion in 2016

12. Corporate Image & Brand Management
One of the most critical ingredients in the successful development of an IMC communications plan is effective management of a company’s image
A strong brand creates a major advantage for any product or service
When the image or brand of an organization is tarnished, sales revenues and profits can plummet
p. 26

13. Corporate Image is all things…
Tangible elements
Intangible elements
Goods & services sold
Retail outlets
Factories
Advertising and promotions
Corporate name and logo
Packages and labels
employees
Corporate, personnel, and environmental policies
Ideals and beliefs of corporate personnel
Culture of country and location of company
Media reports
p. 27

14. From the customer’s perspective, corporate image benefits provide:
“Positive assurance”
Provides confidence regarding purchase decisions
Gives assurance about the purchase when the buyer has little or no previous experience
Reduces search time in the purchase decision
Provides psychological reinforcement and social acceptance of the purchase p

15. Corporate image: Benefits to Companies
Extension of positive customer feeling to new products
Ability to charge a higher price or fee
Consumer loyalty leading to more frequent purchases
Positive word-of-mouth endorsements (WOM)
Higher level of channel power
Ability to attract quality employees
More favorable rating by financial observers and analysts
p.29

16. A Corporation’s Image can be a major part of its success
Identifying the desired image
Creating the right image
Rejuvenating an image
Changing an image p

17. The Importance of Corporate Names
Overt
Implied
Conceptual
Iconoclastic

18. Corporate Logos
A sign or symbol used to identify a company and its brands
Recognizable
Familiar
Elicits a consensual meaning among those in the firm’s target market
Evokes positive feelings
p.33

19. Branding Family brands Brand extension Flanker brand Co-branding
Ingredient branding
Cooperative branding
Complementary branding
Private brands p

20. Building a Powerful Brand
Invest in the brand
Create awareness
Offer authenticity and uniqueness
Build trust
Deliver an experience
Offer value
Utilize social media
Utilize mobile
Act responsibly
p. 37

21. Powerful Brands have… Brand Equity Brand Loyalty
A set of characteristics that are unique to a brand
Measured with brand metrics
Financial value
Revenue premium
Consumer value
Brand Keys Consumer Loyalty Engagement Index
p. 38-9

22. Chapter 3 Buyer Behaviors
COMM 4334
Chapter 3
Buyer Behaviors

23. Consumer Purchasing Process
A.I.D.A
Finding ways to influence the consumer purchasing process is vital to IMC
Once a need emerges, the consumer begins the information search
AIDA – late 1800s, Elias St. Elmo Lewis, an American advertising and sales pioneer
p. 55

24. Information Search
Internal search – Why it is important to build brand awareness, all about recall
External search – information can be gathered from a variety of sources including friends (W.O.M.), experts, books, magazines, advertising, the Internet
Amount of time spent by a consumer on external search depends on three factors:
Ability
Motivation
Costs vs. benefits
p. 55
Ability to search consists of a person’s educational level combined with specific knowledge he/she has about the product or service.
Educated people tend to spend more time searching for information (p. 56)
Level of motivation + level of involvement; + need for cognition, + level of shopping enthusiasm (p. 56)

25. Consumer attitudes
Cognitive – a person’s mental images, understanding, and interpretations of the person, object, or issue
Affective – feelings or emotions the person has about the object, topic, or idea
Conative—an individual’s intentions, actions, or behavior
p. 56 attitudes consist of three components
p. 57 – demonstrate affective by asking about attitudes of items on p. 58

26. Consumer values: Strongly held beliefs about various topics or concepts
Comfortable life
Equality
Excitement
Freedom
Fun, exciting life
Happiness
Inner peace
Mature love
Personal accomplishment
Pleasure
Salvation
Security
Self-fulfillment
Self-respect
Sense of belonging
Social acceptance
Wisdom
p. 59

27. Cognitive mapping
Simulations of the knowledge structures embedded in an individual’s brain:
Assumptions
Beliefs
Interpretations of facts
feelings
p. 60

28. Cognitive processing occurs on several levels
Processing New Information
Retaining Information
New Concepts
Marketing Messages
p. 61