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Canada (155,815)
BUS 343 (120)
Jason Ho (63)
Chapter 13

Marketing: Real People, Real Decision (3rd Edition): Chapte..
Marketing: Real People, Real Decision (3rd Edition): Chapter 13

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Simon Fraser University
Business Administration
BUS 343
Jason Ho

Chapter 13: Communications Mix and Tactics Communications Mix Revisited Organizations that follow an IMC strategy recognize that other elements can be highly effective Advertising Most common element of communication mix because it can be fun to create, glamorous to be involved with and often involves large budgets, travel, and celebrities Advertising is often unparalleled in its ability to demonstrate products, use sights and sounds to create desire, and repeat the message as often as deemed necessary for it to have an impact on receivers Creating Advertising Advertising that was memorable because it stood out and uniquely appealed to its intended audience Product advertising an advertising message that focuses on a specific good or service o One of three purposes: to educate people about the new product and what it does; to convince the target audience try it or choose it over other options; or to ensure that people wont forget about the product and the things they already know about it Institutional advertising an advertising message that promotes the activities, personality, or point of view of an organization or company o Build demand for a product category Advocacy Advertising a type of public service advertising provide by an organization that is seeking to influence public opinion on an issue because it has some stake in the outcome Public service advertisements advertising run by the media without charge for not- for-profit organizations or to champion a particular cause o Often take on one or more public service campaigns on a pro bono basis (for free) Who Creates Advertising Advertising Campaign a coordinated, comprehensive plan that carries out promotion objectives and results in a series of advertisements placed in media over a period of time www.notesolution.com Creating and executing an advertising campaign often requires many companies working together and a broad range of skilled people to do the job right In-house agency do their own advertising Limited-service agency provides one or more specialized services, such as media buying or creative development Full service agency provides most or all of the services needed to mount a campaign Full service communications services companies, which provide clients with advice and service in all areas of communications decision making Advertising agency joins the talents of specialists who together craft a message and make the communications concept a reality Account Management o Soul of operation o Develops the campaigns strategy o Supervises day to day activities on the account and ensures that the client is happy o Verifying that people within the agency are executing the desired strategy Creative Services o Heart of the communication efforts o Dream up and produce the ads, create ads that will excite, arouse, or interest consumers Research and Marketing Services o Brains of the campaign o The one that collects information and provide feasible ideas to account executives as well as providing feedback Media Planning o Legs of the campaign o Determine which communications vehicles are the most effective and recommends the most efficient means for delivering the ad by deciding where, when, and how often it will appear Media Choices Each media has its advantages and disadvantages Traditional Media Television Advantage o Favourite choice for regional or national companies o Provide easy access to a particular market segment o Prestigious way to advertise o Can demonstrate product in use When star uses it includes image reinforcement, brand awareness, extensive reach, and the protection of the product from zapping o Provide entertainment and generate excitement www.notesolution.com o Creative and flexible o Allow the advertiser to reach a selected group at relatively low cost o Messages have high impact because of the use of sight and sound Disadvantage o Expensive cost o Message is forgotten quickly unless it is repeated o Audience is increasingly fragmented o Fewer people are viewing network TV o People switch from station to station zapping commercials o Rising costs have led to more and shorter ads causing more clutters Radio Advantage o Flexibility o Attract advertisers seeking low costs and the ability to reach specific consumers segments o Heard out of the home o Can reach customers on a personal and intimate level o Use local personalities o Can be modified quickly to reflect changes in the market place o Use sound effects and music allows listeners to use their imagination to create a vivid scene Disadvantage o Dont pay full attention to what they hear o Difficulty in buying radio time, especially for national advertisers o Not appropriate for products that must be seen or demonstrated to be appreciated o Small audience of individuals stations means ads must be placed with many different stations and must be repeated frequently Newspaper Advantage o Excellent medium for local advertising and for events that require a quick response o Wide exposure provides extensive market coverage o Flexible format permits the use of colour, different size ads sand targeted editions o Ability to use detailed copy o Right mental frame to process advertisements about new products, sales o Timeliness i.e. short lead time between placing ad and having it run Disadvantage o Most people dont spend much time reading the newspaper o Readership is low among teens and young adults o Short life span rarely look at it more than once o Very cluttered ad environment o Reproduction quality of images is relatively poor www.notesolution.com
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