Creative Advertising Strategy - PowerPoint PPT Presentation

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Creative Advertising Strategy

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Chapter One Overview of Integrated Marketing Communications Chapter One Objectives To introduce the topic of marketing communications (marcom) and identify the tools ... – PowerPoint PPT presentation

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Title: Creative Advertising Strategy


1
Chapter One
Overview of Integrated Marketing Communications
2
Chapter One Objectives
  • To introduce the topic of marketing
    communications (marcom) and identify the tools
    used by practitioners.
  • To describe the philosophy and practice of
    integrated marketing communications (IMC).
  • To present the five key features of IMC.
  • To identify obstacles to implementing IMC.

3
Chapter One Objectives
  • To introduce a framework that illustrates the
    activities involved in developing an integrated
    communications program.
  • To distinguish some of the important trade
    associations in the marcom Field.

4
Elements of Marketing Communications
5
Marketing Communications at the Brand Level
A well-known and respected brand is an invaluable
asset
This is the key means for differentiating one
companys offering from anothers
A successful brand can create barriers to entry
for competitors
Brand
6
Tools of Marcom
7
Integrated Marketing Communications (IMC)
  • The philosophy and practice of carefully
    coordinating a brands sundry marketing
    communication elements.

8
An Example
9
The Meaning of Synergy
  • The payoff from IMC is that brand managers
    achieve
  • The integration of multiple communication tools
    and media yield more positive communication
    results than the tools used individually

Synergy
10
Five Key Features of IMC
  • 1. Start with the customer or prospect.
  • 2. Use any form of relevant contact.
  • 3. Achieve synergy (speak with a single voice).
  • 4. Build relationships.
  • 5. Affect behavior.

11
An Example of Touch Point, or 360 Marketing
Hershey Foods
12
Contact Method USA Networks Promotion of
Miniseries Traffic
13
Another Example of Touch Point Marketing
BriteVision Media
14
Changes in Marketing Communication Practices
  • Reduced dependence on mass media advertising.
  • Increased reliance on highly targeted
    communication methods.
  • Heightened demands on suppliers.
  • Increased efforts to assess communications
    return on investment.

15
Obstacles to Implementing IMC
  • Few providers have the skills required to
    execute.
  • Mass media campaigns easier than
    Direct-to-Customer.
  • The real challenge is to make sure that tools are
    consistently executed.

16
Making Brand-Level Marcom Decisions
17
Making Fundamental Marcom Decisions
18
A Targeted B2B Ad
19
A Concluding Mantra All Marketing Communications
Should Be
Directed To A Particular Target Market
Clearly Positioned
Created To Achieve a Specific Objective
Undertaken To Accomplish The Objective Within
Budget Constraint
20
Marcom Implementation Decisions
  • Mixing elements
  • Creating messages
  • Selecting media
  • Establishing momentum

21
MarCom Outcomes
Outcomes
Enhancing Brand Equity
Affecting Behavior
22
Program Evaluation
  • Program Evaluation
  • Measuring Results
  • Providing Feedback
  • Taking Corrective
  • Action
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