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MBA 532 Marketing Communications Strategy

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Advertising and Integrated Brand ... 30, or Oct. 2, 7, 9, or 14 Marketing Communication Plan ... a coordinated manner to build and then maintain brand ... – PowerPoint PPT presentation

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Title: MBA 532 Marketing Communications Strategy


1
MBA 532Marketing Communications Strategy
Course Introduction and The ProcessAdvertising
and Integrated Brand Promotion
  • with Duane Weaver

2
OUTLINE
  • Introductions
  • Course Overview outline, assignments, site
  • Advertising and Integrated Brand Promotion
  • What is Advertising?
  • Definitions?
  • Advertising a Communication Process
  • Audiences
  • Brand Promotion
  • Brand Loyalty
  • Brand Equity
  • Inelasticity of DemandTypes of Advertising
  • From Ads to IMC to IBP

3
Introductions - Instructor
  • Duane Weaver
  • B.Comm., M.D.E., IESNA
  • Chair of Marketing, Faculty of Managment, VIU
  • Director of Marketing, ABSEL (Assoc. of Business
    Simulation and Experiential Learning)
  • CEO 2Birds1Stone
  • Marketing, Mgmt. and Computer Applications
    Instructor
  • 20 years management experience (marketing)
  • Industry experience High-tech, Artificial
    Intelligence, Telecommunications, Computing,
    Lighting, Automotive, Fashion, Distance
    Education, B2B, B2C, E-Commerce, E-Learning,
    Grocery, Floral., Education, and Consulting
  • Manufacturing, Wholesale and Retail experience.
  • Family, small business, and multi-national
    corporations
  • Positions Board of Directors, CEO, General
    Manager, International Sales Manager, Business
    Development Manager, Regional Sales Manager,
    Product Manager, Market Manager, Service Manager,
    Parts Manager, Acct. Manager, Marketing/Business
    Consultant, Instructor
  • Enjoy sailing, soccer, badminton, golf and
    camping

4
Introductions - Students
  • Your name?
  • What do you expect to get out of learning MBA 532
    (Marketing Communications Strategy)?What is your
    personal learning GOAL?
  • Provide an example of one company that in your
    opinion, manages brand promotion effectively.
    Why?

5
Assignments and Outline Overview
  • Essay 30(Individual)due Sep. 11 before 100
    PM
  • ELM Case and Sample Ad 5(Team) Due Sep 23
    before 100PM
  • Revised Print Ad 10(Individual) due Sep. 25,
    before 100PM
  • Expertise (Student Lead Instruction)
    15(Individual) due Sep. 30, or Oct. 2, 7, 9, or
    14
  • Marketing Communication Plan 40(Team) Due Oct
    2nd rough draft/Oct 16 final draft

6
The ProcessAdvertising and Integrated
BrandPromotion in Business Society
  • with Duane Weaver

7
The Process Advertising and Integrated Brand
Promotion in Business Society
  • What is Advertising?a paid mass-mediated
    attempt to persuade
  • (OGuinn, Allen, and Semenik, 2007, pp. 8-9)
  • Advertising versus Publicity

8
Definitions
  • Advertisement a specific message that someone
    or some organization has placed to persuade an
    audience.
  • Advertising Campaign a series of coordinated
    ads and other promos that communicate reasonably
    cohesive and integrated theme.
  • Integrated Brand Promotion (IBP) the use of
    many promotional tools, including advertising, in
    a coordinated manner to build and then maintain
    brand awareness, identity, and preference.
  • (OGuinn, Allen, and Semenik, 2007, p. 12)

9
Advertising as aCommunication Process
Intended Message
Perceived Message
Encode
Decode
  • Sender

Receiver
Medium
10
Audiences
  • Target Audiencegroup of consumers singled out
    by an organization for an advertisement or
    campaign
  • Household Consumers
  • Business Organizations
  • Trade Channels (personal selling)
  • Professionals
  • Government

11
Advertising and Brand Promotion
  • effective advertising as part of an overall
    integrated brand promotion is a key factor in the
    success of brands
  • (OGuinn, Allen, and Semenik, 2007, p. 20)
  • advertisingplays a critical role in brand
    development
  • (OGuinn, Allen, and Semenik, 2007, p. 21)
  • Branda name, term, sign symbol, or any other
    feature that identifies one sellers goods or
    service as distinct from those of other sellers
  • (OGuinn, Allen, and Semenik, 2007, p. 21)

12
Building Brand Loyalty
  • occurs when a consumer repeatedly purchases the
    same brand to the exclusion of the competitors
    brands.

13
Brand Equity
  • is built when a company builds and maintains
    positive associations with the brand in the mind
    of the consumer.

14
Inelasticity of Demand
  • Brand loyal consumers tend to be less sensitive
    to price increases. Economics calls this
    inelasticity of demand.

15
Types of Advertising
  • Demand Stimulation
  • Primary create demand for entire product
    category (usually new products)
  • Selective point out a brands unique benefits
    compared to competition
  • Response Advertising
  • Direct act immediately
  • Delayed develop awareness and preference over
    time
  • Corporate vs. Brand Advertising
  • Corporate to favour the company (stimulates
    corporate recognition)
  • Brand heightens awareness of the benefits,
    features, and values of a particular brand
    (stimulates brand recognition)

16
Advertising to IMC to IBP
  • Advertising is only one component of the
    promotional tools available in Integrated
    Marketing Communications (IMC)
  • IMC process of using promotional tools so that
    a unified synergistic communication effect is
    created (an emphasis on communication).
  • IBP has become the emphasis more recently (with a
    focus on brand over communication).

17
Thank You!Lets Look at the worst case ads and
DISCUSS
MBA 532Marketing Communications Strategy
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