chapter 17and chapter 18

Integrated Marketing Communications and advertising, public relations,and sales promotions

• Chapters Covered: 17 (Integrated Marketing Communications)

AIDA Model

• AIDA Stands For:

  • Action (Purchase)

  • Interest (Persuasion - further investigate)

  • Desire (I like it to I want it)

  • Awareness (gain the attention)

• Functionality: This model helps in understanding how marketing communications work by explaining the sequence needed to effectively engage consumers.

• Lagged Effect: Advertising may not yield immediate results. A delayed response often occurs as consumers need multiple exposures to the marketing campaign.

Channels of Integrated Marketing Communication Strategy

• Channels: Categories of marketing channels include:

  • Offline Channels:

  • Personal Selling

  • Traditional Advertising (TV, Radio, Print)

  • Sales Promotions (Coupons, Contests)

  • Online Channels:

  • Social Media Marketing

  • Blogs

  • Direct Marketing (Email marketing, Online ads)

  • Mobile Marketing

Chapter 18

Steps in Planning and Executing an Ad Campaign

1. Identify target audience

2. Set advertising objectives

3. Determine the advertising budget

4. Design the message

5. Evaluate and select media

6. Create advertisements

7. Assess impact

Advertising Objectives

• Types of Objectives:

  • Inform: Introduce new products and build primary demand.

  • Persuade: Increase selective demand amid competition.

  • Remind: Maintain relationships with customers regarding mature products.

Examples of Advertising Objectives

• Coca-Cola Reminder Campaign

• Furniture Promotion Campaign: Sale announcement for selections with discounts, focusing on informing potential customers of the opportunity.

Setting the Advertising Budget

• Budget Considerations:

  • Product life-cycle stage: New products demand higher budgets, while mature ones require less.

  • Market share goals: Building market share often necessitates higher budgets.

  • Levels of competition: Heavily competitive markets need more substantial advertising expenditure.

Designing the Message

• Types of Appeals:

  • Rational Appeal: Focused on facts and product benefits.

  • Emotional Appeal: Aims to evoke feelings, either positive or negative.

  • Moral Appeal: Targets the audience's sense of ethics.

• Comparison Example:

  • Rational Appeal: Show product in action, explaining its advantages over competitors.

  • Emotional Appeal: Highlight the ease of use, the emotional impact of removing cleaning stress, and environmental considerations.

Choosing the Right Medium for Advertising

• Important Media Types:

  • Television: High reach, visual and audio impact but costly.

  • Radio: Affordable, selective targeting, but lacks visual element.

  • Magazines: Targeted audience but slower publication.

  • Newspapers: Flexible and localized but short-lived ads.

  • Internet/Mobile: Allows for detailed content and high interactivity but faces clutter.

  • Outdoor/Billboard: Inexpensive but limited targeting and short exposure time.

  • Direct Marketing: Highly targeted but variable costs.

Summary of Media Advantages & Disadvantages

• Television:

  • Advantages: Wide reach, combines audio and visual elements.

  • Disadvantages: High costs, may highlight competitors.

• Radio:

  • Advantages: Inexpensive, good targeting capabilities.

  • Disadvantages: No visual components, limited attention.

• Magazines:

  • Advantages: High targeting.

  • Disadvantages: Inflexible distribution.

• Newspapers:

  • Advantages: Flexible, timely.

  • Disadvantages: Costly in some markets.

• Internet:

  • Advantages: Flexibility and detailed targeting.

  • Disadvantages: Cluttered environment.

• Outdoor:

  • Advantages: Cost-effective, provides repetitive exposure.

  • Disadvantages: Poor targeting, limited exposure time.

• Direct Marketing:

  • Advantages: Personalization and targeting.

  • Disadvantages: Cost varies greatly based on media type.