Review and Chapter 5 re-cap. Where have we been IMC – What is it? Why is it important? What trends...
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Transcript of Review and Chapter 5 re-cap. Where have we been IMC – What is it? Why is it important? What trends...
Where have we been
IMC – What is it? Why is it important? What trends are driving IMC?
Segmentation and selecting a target market
Positioning – POINT OF DIFFERENCE (USP)
Branding, Positioning Strategy
Ch. 3
Ch. 1
Ch. 1
Ch. 2 and 3
Where have we been
MARKETING COMMUNICATIONS PLAN
Marketing Communications Objectives, Strategies
ADVERTISING PLAN
MEDIA PLANCREATIVE PLAN
Advertising Objectives
Creative Objectives
Creative Strategy
Creative Execution
Media Objectives
Media Strategy
Media Execution
Pg. 57
Pg. 105
Pg. 112 + Pg. 105 +
Creative Planning: The Creative Brief
1. Problem – from the consumer’s standpoint
2. Advertising Objective
3. Positioning Strategy Statement
4. Creative Objective5. Creative Strategy – tone, theme, appeal
6. Creative Execution
Media Plan
1. Media Objectives Who is the target market What is the nature of the message to be
communicated (information intensive, image intensive etc)
Where are the market priorities geographically When is the best time to reach the target (time of
year and of day) How many people to reach, how often
Media Strategy
1. Target Market Profile Approach Shotgun, Profile, Rifle
2. Geographic Priorities
3. Timing of Advertising
4. Reach, Frequency, Continuity
5. Media Execution – Media Blocking Chart
TV Advertising Alternatives
Factors such as the budget available and market coverage priorities influence television decisions. TV is expensive.
• Network Spots
• Selective Spots
• Local Spots
• Sponsorships
• Branded Content
Radio Advertising
In radio all decisions are usually based on demographics.
1. Station format determines the audience profile.
2. Radio is ideal for reaching targets defined by age.
3. Radio is an important medium if a “key market” strategy is recommended.
Newspaper Advertising
Local market circulation and readership make newspapers an attractive medium.
1. Newspapers are ideal for a “key market” media strategy.
2. Newspapers are attractive to national advertisers, and national and local retailers.
3. Newspapers offer “merchandising” opportunities.
Magazine Advertising
Magazines are excellent at targeting precisely defined audiences.
1. Magazines are a “class” medium instead of a “mass”medium.
2. The clustering of ads has a negative influence on message impact.
3. Magazines are ideal for “profile matching” media strategies.
Out-of-Home Advertising
Outdoor is a passive medium but the message is very visible.
1. Outdoor ads reach the same audience frequently.
2. A wide variety of alternatives are available. Outdoor can be virtually anywhere!
3. An ideal medium for “shotgun” media strategies in key markets.
Posters
10’ x 20’ Front lit illumination Available in Top 10 markets,
mid/small communities across country
Excellent mass distribution
Wall Mural - Painted
“Urban art” Painted directly
on the wall Located in high
profile areas in Toronto
Various sizes
Transit Advertising
Easy way to target transit riders – they have nothing else to do while on the bus
Offer continuous exposureEasy way to reach a diverse audience
Transit Shelters
4’ x 6’ National coverage Specific targets Backlit 10,000 faces located
on key transportation routes in major markets
Vinyl Wraps
Full wraps - Vinyl application on both sides and the back of the bus.
Murals - Vinyl application on the driver’s side of the bus only.
Vinyl Wraps
Streetcar wraps – Vinyl application on both sides and the back of a streetcar.
Full Backs - Vinyl application on the back of the bus only.
Interior Cards
Standard Interior11”h x 35”w
Super Interior11”h x 70”w
Backlit Above the windows
of all transit vehicles
Standard sizes across Canada
Subway Platform Posters
4’ x 6’ Toronto subway Standard size – same as a TSA Backlits available at Bloor and
Dundas stations
Bloor Backlit
Backlit 50’s and 100’s
Toronto subway Located in backlit
frames in high traffic locations at various stations
Backlit 100
Backlit 50
Assessing Media Alternatives
Medium Pro Con
Television Impact High Cost
Reach Clutter
Some targeting Audience fragmentation
Radio Coverage flexibility Technology
Targeting Fragmentation
Frequency Message (Sound only)
Flexible – key markets
The strengths and weaknesses of all media options are evaluated.
Assessing Media Alternatives
Medium Pro Con
Newspaper Local Reach Short Life
Key Market Coverage Clutter
Media environment Reproduction quality
Merchandising Audience diversity
Magazine Targeting Clutter
Message Quality Low Frequency
Lifespan Cost
Environment
Pass along readers
Assessing Media Alternatives
Medium Pro Con
Outdoor Reach Creative Limitations
Frequency Low Targeting
Coverage flexibility Cost
Awareness Image
Transit Reach and frequency Targeting
Continuous exposure Environment – clutter
Coverage flexibility
Unique Forms of Advertising
Advertising can reach consumers in unique and unexpected ways:
Airport Display Ads
Bar, Restaurant and Hotel Ads
Washrooms
Benches
Unique Forms of Advertising
Other innovative alternatives include: Elevator Advertising Arena and Stadium Advertising Supermarket and Other Retail Advertising Taxicabs Theatre Screens