ADM 2320 Lecture Notes - Lecture 13: Unique Selling Proposition, Integrated Marketing Communications, Media Mix
28 Jun 2018
School
Department
Course
Professor
Communicating with consumers: the communication process
Identify target audience - who are you targeting?
1.
Emotional appeal
•
Attention - e.g. Ad campaign for mental health
i.
Awareness
ii.
Remind
iii.
Persuade
iv.
Introduce product
v.
Increase trials
vi.
Increase sales
vii.
Increase brand recall - aided and unaided
viii.
Examples:
a.
Set goals - what do you want to achieve?
2.
Role that advertising plays in meeting overall promotional
objectives
i.
Nature of the market and the product influence the size of
the budget
ii.
Introduction stage costs less than when the demand
starts
•
Expenditures vary over the course of the product life cycle
iii.
Considerations
a.
Objective and task method - sets communication objectives
first then determines best tools and media to reach target
markets
i.
Competitive entity - match budgets of competitors
ii.
Disadvantage: will not predict the future sales
•
Disadvantage: does not consider new plans
•
Percentage of sales - Fixed percentage of forecast sales
iii.
Disadvantage: may have little to do with objectives
•
Affordable budgeting - money available after accounting for
operating costs and profits
iv.
Budgeting methods
b.
Determine your budget - how much money to spend and when?
3.
Unique selling proposition
a.
Message Strategy & Execution is Key - Appeal : Rational vs.
Emotional & Pretest
Designing the ad/message:
b.
Comparison
i.
Slice-of-life
ii.
Scientific
iii.
Mood
iv.
Sex
v.
Humor
vi.
Fear
vii.
Fantasy - you want to go there
viii.
Lifestyle
ix.
Advertising Appeals:
Puffery vs. Deception
c.
Determine the message - value proposition
4.
Media planning - process of evaluating and selecting the media
mix
a.
Media mix - combination of the media used & the frequency of
advertising in each medium
b.
Continuous - cars, airlines
1)
Pulsing - back to school
2)
Determine the advertising schedule
i.
Media buy - purchase of airtime or print pages
c.
Choose media - compare & select appropriate media
5.
7 steps in planning an imc or ad campaign:
Final exam - purpose of the terms in the left column
e.g. tariffs -
14 - Integrated Marketing Communications
Thursday, 23 November, 2017
12:19 PM
Marketing Page 1
Document Summary
7 steps in planning an imc or ad campaign: Set goals - what do you want to achieve? a. Attention - e. g. ad campaign for mental health. Emotional appeal ii. iii. iv. v. vi. vii. viii. Determine your budget - how much money to spend and when? a. Role that advertising plays in meeting overall promotional objectives. Nature of the market and the product influence the size of the budget. Expenditures vary over the course of the product life cycle. Introduction stage costs less than when the demand starts b. Objective and task method - sets communication objectives first then determines best tools and media to reach target markets. Percentage of sales - fixed percentage of forecast sales. Affordable budgeting - money available after accounting for operating costs and profits. Disadvantage: may have little to do with objectives. Determine the message - value proposition a. b. Message strategy & execution is key - appeal : rational vs.
