MBA 532 Marketing Communications Strategy

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MBA 532Marketing Communications Strategy
Course Introduction and The ProcessAdvertising
and Integrated Brand Promotion

• with Duane Weaver

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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

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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

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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?

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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

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The ProcessAdvertising and Integrated
BrandPromotion in Business Society

• with Duane Weaver

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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

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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)

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Advertising as aCommunication Process
Intended Message
Perceived Message
Encode
Decode

• Sender

Receiver
Medium
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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

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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)

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Building Brand Loyalty

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

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Brand Equity

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

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Inelasticity of Demand

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

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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)

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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).

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