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Chapter 13

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York University
MKTG 2030
Neil Smith

C HAPTER 13: C OMMUNICATIONS M IX AND T ACTICS Communications Mix Revisited Fido example on pg. 461 Advertising Advertising is non-personal communication paid for by an identified sponsor using mass media to persuade or inform an audience Most common element of communication mix; attracts a lot of a communication budget (enjoyable to do) Often unparalleled in its ability to demonstrate products (particularly services), use sights and sounds to create desire, and repeat the message as often as necessary to have an impact on receivers Reflects and shapes our culture, and so effective that there are laws in place limiting its use for vulnerable audiences (i.e. children, promotion of undesirable products such as cigarettes) Canadian businesses spend close to $12.6 billion a year on advertising Creating Advertising Product advertising advertising message that focuses on a specific good or service; purposes: educate people about new product and its features; or convince target audience to try it or choose it over other options; or ensure people wont forget about product and things they already know about it Institutional advertising promotes activities, personality, point of view of a firm, or build demand for a product category (i.e. Canadian egg producers ads encouraging consumers to Get Cracking) Advocacy advertising strategy stating a firms position on an issue in order to sway public opinion Public service advertisements run by the media free of charge for not-for-profit organizations or to champion a particular cause (i.e. increasing literacy or discouraging drunk driving) Who Creates Advertising? o Advertising campaign coordinated, comprehensive plan that carries out promotion objectives and results in a series of advertisements placed in media over a period of time (i.e. Buckleys Mixture: It tastes awful. And it works) o Creating, executing an advertising campaign often requires many firms to work together (broad range of skilled people) In-house agency retains one or more external advertising agencies to make advertising messages on its behalf Limited-service agency provides one or more specialized services (i.e. media buying or creative development) Full-service agency provides most of all of the services need to mount a campaign, including research, creation of ad copy and art, media selection, and production of the final messages Communications services companies most Canadian advertising agencies have transformed themselves, to provide clients with advice and service in all areas of communications decision making, including advertising An agency is made up of the following specialists: Account Management: account executive/manager or suit is the soul of the operation, develops the campaigns strategy for the client, supervises the day-to-day activities on the account, is the primary liaison between the agency and client, has to ensure the clients happiness while verifying that people within the agency are executing the desired strategy Creative Services: creative are the heart of the communications effort, dream up and produce the ads, (include the agencys creative director, copywriter, and art director), are the artists who breathe life into marketing objectives and craft messages that (hopefully) will excite, arouse, or interest consumers Research and Marketing Services: the brains of the campaign, collect and analyze information that will help account executives develop a sensible strategy, assist creatives in getting consumer reactions to different versions of ads (or by providing copywriters with details on the target group) Media Planning: the legs of the campaign, helps 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 (Traditional Media) Television: o This medium is a favorite choice for regional or national companies (ability to reach wide audience)C HAPTER 13: C OMMUNICATIONS M IX AND T ACTICS o On an average day, 86% of Canadians watch TV at least once o National TV Networks in Canada: English (CBC and CTV), French (Radio-Canada and TVA) o Specialty channels provide a specific programming format (i.e. The Comedy Network) or audience (i.e. Womans Television Network), thereby providing easy access to a particular market segment o Disadvantage: high production costs Has led companies to consider product placement method of advertising on television (and movies) where product is seen as part of the TV show (or movie) rather than in a separate ad, its advantages including image reinforcements when a star uses the product, brand awareness, extensive reach (during reruns as well as during the first runs) and the protection of the product from zapping (consumers use zapping to avoid ads, not TV shows) Radio: o Advantage: flexibility since marketers an change commercials quickly (even on the spot by an announcer), low cost, has the ability to reach specific consumer segments, growth of online radio presents future opportunities for reaching large numbers of consumers in a cost-effective manner o Reaches 92% of Canadians 12 years of age and older in an average week o Satellite Radio: Sirius Canada and XM Radio (commercial free and is supported through subscriber fees) Newspapers: o Excellent medium for local advertising and for events (i.e. sales) that require a quick response o Many, such as The Globe and Mail and the National Post, offer online versions to expand their exposure Magazines: o Provide high-quality images and can reach specific segments of consumers o Selective binding allow publishers to personalize their editions so that advertisements for local businesses can be included in issues mailed to specific locations o Desktop publishing software allows magazines to close their pages just before going to press so no more long lead times
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