Chap 7: Strategic Planning Strategic planning is the process of identifying a prob that can be solved with marketing comm,

m, then determining obj, deciding on strategies and implementing tactics. Seven princples that link creative thinking and strategic planning to business result: -always start from scratch -demand a ruthlessly simple definition of the business prob -discover a proprietary emotion -focus on the size of the idea, not the size of the budget -seek out strategic risks -collaborate or perish -listen hard to your customer.

Business plan A business plan may cover a specific division of the company or a strategic business unit which is a line of products or all the offerings under a single brand name. Obj for planning to focus on maximizing profit and return on investment (ROI). ROI is a measurement that shows whether in general the cost of conducting the business the investment- are more than matched by the revenue produced in return. Corporate plan---corporate strategy---corporate tactics---functional level planning---marketing plan---marketing strategy---marketing tactics--- advertising plan---advertising strategy--advertising tactics Above: strategic planning from top to bottom (business planning involves a set of cascading objectives and strategies. Corporate obj and strategies are achieved thru planning at the level of marketing and marketing obj and marketing strategies give direction to marketing communication. -steps in e development of a business plan Business mission---research(external & internal environment analysis)---goal formulation--strategy formulation---tactical formulation---implementation---feedback and control

Marketing plan Developed for a brand or product line and evaluated annually, although sections dealing with long-term goals might operate for a number of years. For marcom managers, e most important part of the marketing plans is the marketing mix strategy, which includes decisions about the target market, brand position, product design, and performance, pricing, and distribution and marketing communication. -Steps in e dev of a marketing plan Identify threats and opportunities---select marketing obj----select target market---develop marketing mix strategies---design action plans---execute plans---measure result/take action

Advertising of IMC plan All of the comm activities needed to deliver on the business n marketing obj in terms of communication obj, strategic, tactics, timing, costs and evaluation. An ads plan seeks to match e right audience to the right message and present the message in the right medium to reach that audience. 3 elements-audience insight, message and medium are at the heart of an advertising plan.

Whats in a campaign plan? Include a variety of marcom message carried in different media and sometimes targeted to different audiences Typical Campaign Plan Outline 1. Situation Analysis -Bg research -SWOTs -Key communication prob to be solved 2. Key Strategic Campaign Decisions -Obj -Target audience -Brand position:product features and competitive adv -Campaign strategy:key strategic approach and marcom tools 3. Media strategies -Media obj -Media selection -Media planning and buying- vehiclees selection, budget allocation, scheduling 4. Message strategies Key consumer insight -Message obj -Selling premise -Big idea -Message design and executions 5. Other marcom tools used in support -Pr -Direct marketing -Sales promotion -Personal selling -Sponsorship -Merchandising, packaging, point of purchase -Integration strategy 6. Campaign management -Evaluation of effectiveness -Campaign budget Identifies key strategic decisions that guide various serious of a campaign plan 1. Identify the key prob to be solved based on analysis of SWOTs 2. Stating the obj 3. Targeting audience

4. Creating/reinforcing a position 5. Identifying the key strategic approach that will deliver e obj 6. Using management ctrls to determine the efficiency in budgeting and effectiveness thru evaluation Situation analysis Backgrounding researching n reviewing e current state of e business that is relevant to e brand n gathering all pertinent information

SWOT analysis Stands for strengths, weakness, opportunities and threats Strength and weaknesses are internally focused and e opportunities and threats lie in the external marketing environment 1. 2. 3. 4. Strengths- positive traits. Conditions,and good situations. Eg. Being growth in industry. Weaknesses- negative traits, conditions and situation. Eg. Losing share market. Opportunitie- an area in which the company could dev an adv over its competition. Threats- trend or dev in the environment that will erode business unless the company takes action. Eg. Economic downturn/ competition

The campaign works if it creates an impression, influence people to respond, and separates e brands from e competition.

Obj Outline what e message is designed to achieve in the long term and how it will be measured.

Main effects and obj 1. Perception- grab attention, create awareness, stimulate interest 2. Emotional/affective- touch emo, cue e psychological appeal 3. Cognitive- Est brand identity, est or cue e brand position, deliver information, aid in understanding the brand differences 4. Association- es or cue the brand personality or image, create link symbols and associations 5. Persuasions, stimulate opinion or attitude formation, change or reinforce e opinion or attitude 6. Behavior- Stimulate trial, sample, or purchase, generate other types of response Measurable obj Be benchmarked The panner uses a comparable effort to predict a logical goal Requirements: 1. A specific effect that can be measured 2. A time frame 3. A baseline(where we begin) 4. The goal

5. Percentage change(subtract the baseline from the goal, divide the difference by the baseline) Segmenting and targeting audiences are important marcom strategy is based on accurately targeting an audience that will be responsive to a particular type of message, one that will deliver the obj.

Positioning How consumer define e product or brand in comparison to its competitors. Is the brand more expensive or less? Difficult to establish and created over time. Once est, difficult to change

Product features and attributes An initial step in crafting a position is to identify e features of the brand To determine where the brand has an adv over its competitors

Differentiation n competitive adv A strategy that distinguish the companys product from that of its competitors Parity product-products that really are the same as undifferentiated Marketers often promote intangible/ psychological, differences, particularly thru branding Feature analysis helps structure an assessment of features relative to competitors product to identify where a brand has an adv

Locating the brand position 1. Superiority position-positioning is always easy if sth is faster, fancier, safer, or newer 2. Preemptive position- being first in the category often creates category leadership and dominance 3. Value position-offering good value for the money 4. Psychological position-safety position 5. Benefit position-helping and give benefit to the consumers 6. Usage position-target audience 7. Competitors Strategy-how can the product survive 8. Category factors Repositioning Can only work if the new position is related to the brands core concept

Brand communication strategy Hard sell approaches uses reasons to persuade consumers Soft sell approaches build an image for a brand and touch consumers emotions

Advertisers brand obj Brand identity Brand personality, liking Brand position, understanding Brand image Brand promise, preference Brand loyalty

Consumers response See/Hear Feel Think/ Understand Connect Believe Act/ Do

1. Brand identity- consumer knows the brands identification markers. Eg. Logo, name, colour, slogan 2. Brand personality/liking- brand takes on familiar human characteristics, such as loving(Kodak), competent(IBM), trustworthy(Volvo) or sophisticated(Rolex) 3. Brand position/understanding- focus on soul or essence of the brand. Eg. ESPN, sports information 4. Brand image- The richness of the brand image determines the quality of the relationship and the strength of the associations and emotional connections that link a customer to a brand. Aka Brand linkage. 5. Brand promise/preference- est an expectation based on familiarity, consistency, and predictability and believing the brand promise leads to brand preference and intention to buy 6. Brand loyalty- buying it over and over Campaign strategies and management Decide how to achieve e obj

Budgeting Historical method- may be based on last years budget Objective task method- look at e objectives and determines e cost of accomplishing each objective Percentage of sales method- compares the total sales w e total ads budget during e previous year or the average of several years to compute a percentage Competitive budget- budget a benchmarks and relates the amount invested in ads to the products share of market

Evaluation Determining e effectiveness

Account planning E tool that analyzes e research to uncover these consumer insights. Insights- thats what happened when the light bulb goes off and the planner sees sth in a new way Planners mission: -Who?- Target audience -What?- The message -Where?- The medium

Account planning is e research and analysis process used to gain knowledge of the consumer that is espressed as a key consumer insight about how people relate to a brand or product. Account planning- a person in an agency who uses a disciplined system to research a brand and its customer r/s to devise ads message strategies that are effective in addressing consumer needs and wants

Research foundation Planner use a wide variety research tools to do insight mining In touch w cultural and social trends and understand how the take on relevance in peoples lives Account planner is an integrator who brings all of the info together and synthesizer

Consumer insight Insight are e fuel that fires the ideas Consumer insights reveal the inner nature of consumers Ah ha in a stack of research reports, data, and transcripts, which is refered to as insight mining

Communication brief Communication brief of creative brief explains e consumer insight and summarizes the basic strategy decision The brief is an outline of the message strategy that guides the creative team and helps keep its ideas strategically sound Should be clear, logical and focused Typical outline comm brief: 1. Problem 2. Target audience 3. Consumer insight 4. Brand imperatives 5. Communication objectives 6. Proposition or selling idea 7. Support 8. Creative direction 9. Media imperatives

Planning for IMC campaigns Obj in IMC planning is to make the most effectives and consistent use of all marcomm functions and to influence or control the impact of other communication elements

IMC Campaign Planning Effective IMC plans lead to profitable long term brand relationship Emphasis on brand building is one reason account planning is move beyond advertising and used in IMC campaign planning.

Obj IMC plan operates with a set of interrelated obj that specify that strategies for all of the different tools.

Main IMC areas in terms of their primary effects: 1. PR- announce news, affect attitudes and opinion, maximize credibility and likability, create and improve stakeholder relationships 2. Consumer Sales Promotion- stimulate behavior, generate immediate response 3. Trade Sales Promotion- build industry acceptance, push thru the channel 4. Point of Purchase- increase immediate sales, attract attention at decision point 5. Direct Marketing- Stimulate sales, create personal interest and event 6. Sponsorship and Events- build awareness, create brand experience 7. Packaging- increase sale, attract attention 8. Specialties- reinforce brand identity, continuous brand reminder Stakeholders Refers to any group of people who have a stake in the success of a company or brand Include all those who might influence the purchase of products and e success of a companys marketing program.

Contact Points IMC program are designed to maximize all the contacts that a consumer and other stakeholders might have with a brand Touch points-all the ways and places where a person can come into contact with a brand, all the points where a message is delivered about the brand Leads to principle of IMC: all contact points deliver brand messages

Synergy and strategic consistency Marcom planners biggest concern is creating consistent message. The ultimate difference between an ads campaign and IMC campaign is the creation, dev, delivery, and evaluation of multiplatform messages IMC planners-to intensify the synergy of the messages so that the brand impact is greater than what can be delivered by any one type of the message Strategic consistency- message vary with the interest of the stakeholders but the brand strategy remains the same Synergy- an organizational problem, one that calls for cross functional planning (everyone involve in delivering messages/ responding to consumer messages need tobe involved in planning the campaign)

Chap 8: the creative side Media and message strategy work in parallel Marcomm plan and strategies---message planning (creative brief---message objective)--- big idea--message execution---(copywriting---design and production---adoption for IMC areas & international campaigns)--- evaluation(objectives and effects--- copy testing--- performance results) Marcomm plan and strategies---media planning(target research---media obj---media mix selection--scheduling and budgeting)---media buying(media tactics---monitoring)---evaluation Effective marketing comm is not only focused on media and messages but also product of both logic and creativity. Ads itself translate e logic of e planning decisions into a creative idea that is original, attention getting, and memorable To be creative- e message must connect e target audience to the brand in a relevant and unexpected way E creative element is e most visible-n important dimension of marcomm

Key players Copywriters n art directors-responsible for dev e creative concept n crafting e execution of e adv idea. Broadcast producers be part of the team for tv commercials Creative director manages e creative process and play an important role in focusing the strategy of ads and make sure e creative concept is strategically on target. Account planner has helped put e strategy together in the form of a creative brief-involved in providing both bg n direction to e creative team Ads creativity is a product of teamwork copywrites n art directors work together to generate concept, word, n picture ideas

3ps of innovation: Place, Person, Process 1. Place-environmental research focuses on areas of the agency, office, or workspace setting that impact on creativity. Eg, image, structure, cutlture, integration n comm 2. Person- idv research provides insight into what makes idv creative. Insight focus on how creative people think and behave in various ways to prompt their creative juices. Personality and motivation aka passion create, occupy key roles in stimulating idv creativity. 3. Process- output research focuses on e creative product, e actual campaign Role of creativity A special form of problem solving In ads, creativity is both a job description and a goal

Creativity Brief The art n science of ads come together in e phrase creative strategy. A winning marcomm idea must be both creative and strategive Creative strategy, or message strategy, is what e ads says execution is how it is said Creative strategy n e key execution details are spelled out in a doc called a creative brief Creative brief-prepared by e account planner to summarize e basic marketing and ads strategy -it gives direction to creative team members as they search for creative concept Key points in typical brief: Problem-that can be solved by communication Target audience-and key insight into their attitudes and behavior Brand position-and other branding position, such as personality and image Comm obj-specify the desired response to the message by the target audience Proposition/selling idea-motivate the target to response Media considerationwhere and when e message should be delivered Creative direction- provides suggestion on how to stimulate the desired consumer response Brief is an outline form, to be filled in by account planners and given to the creative team Involves structured, logical approach to analysis, which may leave out the intuitive, emotional message effects

Message obj To create awareness or announce something, to inform and persuade Obj also to build or change demand for a brand

Critical facets of effectiveness: See/hear-create attention, awareness, interest, recognition Feel-Touch emotions and create feelings Think/understand-deliver information, aid understanding, create recall Connect-Est brand identity and assoc, transform a product into a brand with distinctive personality and image Believe-change attitudes, create convivtion and preference, stimulate trust Act/Do-Stimulate trial, purchase, repurchase, or some other form of action 1. 2. 3. 4. 5. 6. Targeting Important in planning message strategy Adv clutter-all are the same, try to grab their attention Perception-see/hear Emotion-Feel Persuasion-believe Behavior-act Association-connect Cognition-think/understand

Brand and positioning Brand positions and brand images are created thru message strategies and brought to life thru advertising executions Finding the right position is difficult enough, but figuring out how to communicate that position in an attention-getting message that is consistent across multiple executions and various media is difficult Brand comm creates symbols and cues that makes brand distinctive and brand personality cues Brand salience-brand is visible and has a presence in the marketplace, consumers are aware of it, and the brand is important to its target market Brand salience-measured as top of mind awareness-another obj for branding and positioning campaing is to create trust

Message strategies Planners search for the best creative strategy-e approach that makes e most sense given e brands marketing situation and e target audiences need and interest.

Strategic approach Head and heart-cognitive obj generally speak to the head n the affective obj are more likely to speak to the heart. A strategy is also designed to inform the mind as it touches the emotions Hard sell is an informational message that is designed to touch the mind and create a response based on logic. -E assumption is that the target audience wants information and will make a rational product decision A soft sell uses emotional appeals or image to create a response based on attitudes, moods and feelings -e assumption is the target audience has little information search and will respond more favorably to a message that touches their emotions or present an attractive brand image -can be used for hard product -sometimes, high emotion works -some cases, ads designed to stir emotions didnt work: Too manipulative Raised in appropriate emotions

System if strategies Six creative strategies that address various types of message situation. These terms useful to identify some common approaches to message strategy

Frazers six creative strategies Strategy Preemptive Description Uses a common attribute or benefit, but brand gets there first-forces competition in me too positions Uses a distinct difference in attributes that creates a meaningful consumer benefit Uses a claim of superiority or distinction based on extrinsic factors such as psychological differences in the minds of consumers Est a place in the consumers mind relative to the competition Uses situation, lifestyles and emotions with which the target audience can identify Uses and emotional, sometimes even ambiguous message, to break thru indifference Uses Used for categories with little differentiation or new product categories Used for categories with high levels of tech improvement and innovations Used with homogeneous, low tech good with little differentiation Used by new entries or small brands that want to challenge the market leader. Used in highly competitive, undifferentiated product categories Used where competitors are playing it straight and informative.

Unique selling proposition

Brand image

Positioning

Resonance

Affective/anomalous

Table show that one competitor tries to build a position or lay claim before others enter the market Taylors strategy 1. A model that divides strategies into e transmission view which is similar to the more rational head strategies and the ritual view which is similar to the more feeling based heart strategies 2. Then it divides into 3 segments: -ration(rational), acute need, routine on e transmission side -and ego, social, -and sensory on the ritual side

Strategic formats Lectures and dramas Basic literary techniques to reach head or the heart of the customer Lecture a serious instruction given verbally speaker present evidence and uses a techniques such as an argument to persuade the audience adv: relatively inexpensive to produce are are compact n efficient talking head-aanouncer who delivers a lecture about a product can be public figure-doctor, artist, political leader

Drama relies on the viewer to make inferences about e brand sometimes e drama in the story that e reader has to construct around the cues in the ad thru ads, advertisers tell stories about their products-character speak to each other, not to the audience can be funny and can be serious viewer take the lesson from them and by applying those lessons to their everyday lives

Psychological appeal used to describe a message that appeals primarily to the heart. An appeal connects with some emotion that makes the product particularly attractive or interesting. Eg, security, esteem, fear, sex and sensory pleasure

Selling strategies Speak to the head with a sales message. A selling premise states the logic behind the sales offer. A premise is a proposition on which an argument is based or a conclusion is drawn Usually rational approach and appeal to the head Basic selling premise is designed to sell a product based on a tested principles, or selling premise that have been shown to work time after time Managers must identify the products features in terms of those that are most important to the target audience. Another type of selling premise is a claim, which is a product-focused strategy that is based on a prediction about how the product will perform. A rational, prospect-centered selling premise identifies a reason that might appeal to potential customers and motivate them to respond Rational customer focused selling premises: 1. Benefit Emphasizes what e product can do for the user by translating the product feature or attribute into something that benefit the customer 2. Promise Benefit statement that looks to the future and predicts that something good will happen if you use the product 3. Reason y Emphasizes on the logic behind u should buy sth, although e reason sometimes is implied or assumed 4. Unique selling proposition Benefit statement that is both unique to the product and important to the user

Other message formula 1. Straightforward message Factual of informational, conveys information w/o any gmmicks, emotions, or special effects 2. Demonstration Focuses on how to use the product or what it can do for u 3. Comparison Contrast 2 or more products to show e superiority of the ads brand. Comparison can be direct with competitors mentioned or indirect with just reference to other leading brands 4. Problem solution message aka product as hero Message begins with a problem and then showcase the product as the solution. A variation is the problem avoidance message format, in which the product helps the consumer avoid e prob. 5. Humor Can be useful creative stategy-using a comedian coz it grabs attention and is memorable 6. Slice of life message An elaborate version of a prob solution staged in the form of a drama in which typical people talk about common prob and resolve it 7. Spokeperson Aka spokes-character, brand icon or endorser format The ads feature celebrities we like, created character, experts we respect or someone just like us whose advie we might seek Spokeperson speaks on behalf of the product to build credibility 8. Teasers Mystery ads that dont identify the product or dont deliver enough info to make sense, but they are designed to arouse curiosity. Often used to launch a new product The use of celeb as spokesperson, endorsers, or brand symbols is an important strategy coz it associates e brand with a famous person and qualities that make that person important Another aspect of celebrity effectiveness is their appeal or influence

Matching messages to obj The facets model can be helpful in thinking thru obj n their related strategies: 1. Messages that get attention -Ads needs to get exposure thru the media buy and get attention thru the message -Getting consumers attention requires stopping power -Creative ads breaks thru e old patterns of seeing and requires stopping saying things-the unexpectedness of the new idea 2. Messages that create interest -Keeping attention reflects the ads pulling power 3. Message that resonate -Ads that amplify e emotional impact of a message by engaging a consumer in a personal connection with a brand are said to resonate with the target audience

4. Messages that create credibility -Ads sometimes uses a credibility strategy to intensify the believability of a message -Using data to support /prove a claim is critical -Designed to give consumers a reason to believe in a brand by cementing conviction 5. Messages that are remembered -Not only do messages have to stop(get attention) and pull(create interest) but they also have to stick in memory, which is another important part of the perceptual process Repetition is used both in media and message strategy to ensure memorability Clever phrase are useful not only coz they grab e consumers attention, but also coz they can be repeated to intensify the memorability-slogans, tagline n key visual Key visual is a vivid image that the advertiser hopes will linger in the viewers mind Colour can be a memory cue 6. Messages that touch emotions -Create feeling-based responses. Eg, love, fear,anxiety, envy, sexual attraction, happiness, joy, sorrow, safety n etc. 7. Messages that inform -Provide info focused -Delivered by publicity stories, information focused 8. Messages that teach -Are designed to teach, such as demonstrations that show how sth works or how to solve e prob -To explain sth. Eg, why it is important to brush your teeth 9. Messages that persuade -Are desgined to affect attitudes and creat belief -Particularly good are testimonials and messages that create word of mouth about the product 10. Messages that create brand assoc -Brand takes on a distinctive character and meaning -Image ads- to create a representation of a brand and image in a consumers mind thru symbolism -Brand with a certain type of person or lifestyle -Often created thru visual 11. Messages that drive action -Drive people to act by offering something free or at discounted sales price -Ads end with a signature of some kind that serves to identify the company or brand -also serve as call to action and gives direction to the consumer about how to respond. Eg, toll free phone number Reminder ads n coupons shows continuity program, designed to keep the brand name in front of customers to encourage their repeat business

Tangible and intangible product attributes The product---tangible characteristics(size, features, color, durability, package, taster, others)--message strategy to represent the product---ads message---product interpretation and evaluation by customer The product---intangible characteristics(style, quality, image, prestige, warranty, brand name, others)--- message strategy to represent the product---ads message---product interpretation and evaluation by customer Marcomm n ads are creative idea business Idea is a thought or a concept in the mind. Formed by mentally combining pieces and fragments of thought into something that conveys a nugget of meaning Its a form of construction-a mental creation Use term concepting to refer to the process of coming up with a new idea Cliches are the most obvious example of generic, nonoriginal, non-novel ideas

Creative big ideas Big idea/creative concept becomes a point of focus for communicating the message strategy Can be risky coz they are different m by definition untested An idea is a thought that comes from placing 2 previously unrelated concepts together

ROI of creativity An effective ad is relevant, ori and has impact Ideas have to be relevant and mean something to the target audience. Ori means one of a kind-an ads idea is creative when it is novel, fresh, unexpected and unusual Impact means it makes an impression on the audience Copycat ads-using an idea that someone else has originated

Creative leap Usage of different ways of thinking in differ situation Divergent thinking is used to describe a style of thinking that explores multiple possibilities rather than using rational thinking to arrive at the right or logical conclusion Another term for divergent thinking-right brain thinking-intuitive, holistic,artistic, and emotionally expressive thinkingleft brain thinking-logical, linear and orderly Thinking outside the box-creative idea looks at the prob in a different way, from diff angle The concept leap from one to another. Eg. Durable tire to protecting your family Research indicate that creative people tend to v indie, assertive, self sufficient, persistent, and self-disciplined, high tolerance for ambiguity, risk taker, powerful ego that are internally driven, dont care much about group standards and opinions and typically have inborn skepticism and strong curiosity

Characteristics of creative people: 1. Problem solving 2. Playful 3. The ability to visualize 4. Open to new experience 5. Conceptual thinking How to get an idea 1. 2. 3. 4. 5. 6. Outline the creative process Immersion Ideation Brainfag Incubation Illumination Evaluation

Brainstorming A group of people work together to come up with ideas Group assoc stimulates far more idea that any one person could think of alone. Group become idea factory To remain positive and defer judgement No distractions and interruptions Covered with sheets of paper on which to write ideas

Original and unexpected idea techniques: a. b. c. d. e. f. g. h. i. j. k. What if? An unexpected assoc Dramatize the obvious Catchy phrasing An unexpected twist Play on words Analogy n metaphor Familiar and strange Twisted clich Twist the obvious Exaggeration

Avoid: The look alike/copycat The tasteless

Extension: An idea with legs Big idea that is gives legs to a campaign Serve as an umbrella concept

Adaptation Standardizing the campaign across multiple markets exists Be a universal across markets

Evaluation Structural analysis-keep the message strategy and creative concept working together, along with the head and heart appeals. Steps: 1. Evaluate the power of narrative or story line-heart 2. Evaluate the strength of the product claim-head 3. Consider how well the 2 are integrated-how the storyline brings the claim to life Copytesting-formal method to evaluate e effectiveness of an ad either in draft form /after it has been executed To evaluate e results, the obj need to b measureable which means they can b evaluated to determine e effectiveness of the creative strategy Uses variety of tools to measure and predict the impact of the ads Vampire creativity-message is so creative that e ads is remembered but not the product

Chap 11: Media Basics Media Referring to the way messages are delivered to the target audiences and increasingly, back to companies as well as among audience members Go between step in the communication model-the way messages are sent and returned by th source and receiver Media classifications Medium refers to a specific type. Eg, tv Media vehicle is a specific tv program, n/p, magazine or radio station or program Buys-print/internet space-radio/tv Media refer to mass media, the communication channels thru which messages are sent to large, diverse audience It reach large audience simultaneously and uses tech systems or device to reach them Broadcasting media-cast their audio and visual signals broadly to reach mass audiences Niche media- comm channels thru which messages are sent to niche segments-identifiable groups of people with a distinct common interest Distinction between mass n niche not necessarily based on size Other categories of media refer to the way the media transmit the messages Addressable media- Eg. Internet, email, telephone used to send brand messages to specific geographic and electronic addresses. They are particularly helpful in keeping in touch with current customer or with brand communities. Interactive media-Eg. Phone n internet, allow 2 way comm between companies and customer and between among customer Measured media-ability of media planners to analyze the cost of a media buy relative to the size for the mediums audience Media landscape uses the following categories: 1. Tv-network, cable, syndication,spot, Hispanic 2. Radio-network, national, spot, local 3. n/p-national, local, hispanics 4. Magazines-consumer, B2b, Sunday, local, Hispanic, international 5. Internet 6. Outdoor 7. Branded ent All marcomm messages other than personal messages are carried by some form of media IMC media convey messages eg, brand publicitiy and sales promotion offers

Function of media All marketing areas uses a variety of media to deliver messages to customer Traditional mass media-one way process from the source to the receiver Media are interactive coz they offer opportunities for dialogue and 2 way conversation Media also offers opportunities for engagement Media are also contact points in that they connect a brand with audience and ultimately touch their emotions n engage their minds.

Evolution of media roles 1. Print era-ink and print images reproduced as n/p, magazines and poster 2. Broadcast era- visual and audio information in the form of radio and tv programs originally transmitted thru air waves but now also distributed by cable and satellite 3. Digital era-electronic info transmitted thru internet but like broadcasting not also distributed thru cable and satellite Every tech adv has threatened the older media whose managers feared their medium was on the edge of extinction A more serious shift-21st cent as computers and e internet personalize media and bring changes unlike any ever encountered in the history of media Personalization is e answer to e commoditization point Another medium that delivers personalization is word of mouth-powerful new force in marcomm coz its inherent persuasiveness-u tend to believe what u hear from a friend, family members or other important influencer in your life Older media also adapt by adopting some of the advances of new media which creates convergence Eg. Tv become centre of the digital living room-tv for playing games Key media players Media salespeople-work for a specific vehicle, with the obj of building the best possible argument to convince media planners to use the medium they represent -Media sales person responsible for assembling packets of info, or sales kits, on the medium he or she represents Media reps/brokers-people who sell space and time for a variety of media Buying side key players-determine the best way to deliver a message aka media planning Media researchers-compile audience measurement data, media costs and availability data for the various media options being considered by the planners Media planners-develop the strategic decisions outlined in the media plan and which type of media to use to reach specific types of audiences Media buyers- implement the media plan by contracting for specific amounts of time or space. -Media buyers expected to maintain good media supplier relations to facilitate a flow of info within the fast changing media marketplace Media buying companies-indie companies that specialize in doing media research, planning and buying -may spin off from the media dept in an ads agency but coz they are now indie company, they work for variety of clients

Fundamental of media strategy Media placement id often the largest single cost item in a marcomm budget especially for consumer goods and services Coz of the huge amount of money spent on measured media n nontraditional media, decision about how e money is to b spent are carefully analyzed and justified in the media planning process

Media plan E challenge marcomm face is how to manage all of the media opportunities and yet maximize e efficiency of budgets that are inevitably too small to do everything of their goals All of this decision making comes together in a media plan-identifies e best media to use to deliver an ads message efficiently to a targeted audience E goal is to balance message impact and cost----maximizing impact while minimizing cost.

Marcomm planning Marcomm planning---media planning(target n media research, media obj, media mix selection, scheduling n budgeting)----media buying(media tactics, monitoring)---evaluation Marcomm planning---message planning(creative brief, message obj)----big idea---message execution(copywriting, design n production, adaption of IMC areas n international campaigns)---evaluation(obj and effects, copy testing, performance results) Key strategic media concepts Media mix-various types of media are strategically combined to create a certain kind of impact -Multiplatform-multichannel n multimarcomm area Targets and audiences-matching e advertisers target audience w e audience of particular medium Media experience of audience groups 1. Traditionalist-grew up w magazines, newspapers n radio 2. Boomers-who in their 50s n 60s, always had thos 3 types of media but also grew up with tv 3. Gen Xers- who are now in their 30s n 40s, grew up not only with e media of the preceeding generations, but also with tape recorders, Walkman portable radio, video games, VCRs and cable TV 4. Gen Yers- who are twenty sth, had all e above media, but also grew up with e computers n satellite, internet, cd and cellphones 5. Millennials-most recent generation, have grown up with dvd, tivo,satellite radio,ipods, smartphones, and more recently they have witnessed with e introduction of myspace,fb n twitter Media planners challenge is to know which media best reach with audiences according to their ages

The basis for e buy Exposure-have to be exposed to a message before any other effect is possible -similar to circulation for tv in that its a rough estimate of the number of households watching a program Impressions-one persons opportunity to be exposed one times to an ad in a specific vehicle -can be added up as a measure of e size of e audience either for one mediumor for a combination of vehicles in a media mix

-estimate the readership/opportunity to be exposed Circulation-copies sold -doesnt tell u much about the actual exposure of a print ad Gross impression-estimate of total impressions -very large difficult to work with Ratings-used by radio n tv industries Easier measurement to work with coz it converts e raw figure to a percentage of households Share/share of audience-percent of viewers based on the number of sets turned on -share figure always larger than rating Reach and frequency Reach-percentage of the media audience exposed at least once to the advertisers message during specific time frame Frequency-number of times a person is exposed to e ads Intrusiveness Ability of a medium to grab attention by being disruptive or inexpected -primary strategy for countering clutter -to grab attention of inattentive media consumers -most intrusive medium is personal selling coz the sales representatives presence demand attention -more intrusive, more personalized but more costly to use -if message too disruptive/irritating, may not help build a positive brand relationship -minimize: choose media whose target audience is intrinsically interested in the product category

Media environment changing Marcomm media are in an incredible state of flux, partially coz of e introduction of e computer n the internet, but also coz of e way people choose to spend their time IMC and media IMC-creating, sustaining n strengthening brand r/s over time R/s marketing-a concept that originated with public relations, shifts e focus from e obj of getting a one-time purchase by a target to the maintenance of long term involvement from all of the firms critical stakeholders. Roles of IMC media 1. Deliver message 2. Create interaction 3. Build relationship 4. Engage minds 5. Touch emotions Channels to contact points Contact points are the various ways a consumer comes in contact with a brand

E view of mediamoves from traditional media and the media of various marcomm functions to experiential contacts that in previous ads dominated media plans werent generally considered to be media. Eg, word of mouth n customer service Opportunities are found in a huge variety of vehicles including everything from the traditional media to new media Contact point-everything that delivers a message to a stakeholder about a brand All contact points deliver brand messages Touch points is a brand experience that delivers a message that touches emotions leading to positive n negative judgement Critical touchpoint-one that connects e brand and customer on an emotional level and leads to a yes or no decision about a brand r/s Experiental marketing-touch point strategies and programmes use events and store design among other means, to engage consumers in a personal and involving way E goal is to intensify active involvement beyond e more passive activity of reading viewing, and listening to the traditional media. Idea is to connect with consumers in ways that create higher level of engagement n lasting bonds with a brand

Packaging A package is a both a container and communication vehicle, and it works in the store n in the home or office. When package works in unison w other marcomm, not only catches attention n presents a familiar brand image, it can communicate critical info and tie back to a current campaign. Package is the focus of ads Can deliver customer benefit Offers a way to deal with an ethical issue that bedevil marketers-product ingredient and health effects labeling

Word of mouth Buzz is important coz it mean people are talking about a brand Recommendation of others are highly persuasive E goal is to get e right people talking about e brand and having them say things in support of the brand

Viral communication An online buzz, viral communication describes the way a message spreads on the internet. Viral marketing strategies are designed to create a groundswell of demand for a brand E spread of message depend totally on consumer creating buzz thru their own sns.

Customer service Represent a companys attitudes and behavior during interactions with customer These interactions send some of the most impactful brand message that customer receive If the interactive experience positive, it will strengthen e customer r/s Important contact points coz delivers positive/negative brand exp is reflected

New consumer media use patterns Trends: 1. 2. 3. 4. Media consumer are active, in control and entertained Lives are media focused Personal life has become public Global has become local

Consumers are much more in ctrl of their own media and designing their own media landscape 2 major changes in media use patterns are media driven lives and media multitasking Recent generations spend more time with media of all kinds and those channels are more intertwined with their family, work and leisure time Eventhough u are far away, u still can contact your friends

New and alternative forms of contact

E most creative time in the history of commercial media Older media are converging with new media and new forms are being created faster than we can learn how to use them E search for nontraditional media-new ways to reach target audiences-to reach the elusive youth market Non traditional media

Place/affinity based Place-based broadcast: Airport tv In store tv. Radio Mall tv Physician/pharmacy tv Theatre radio

Affinity based: Bar/restaurant media Cinema C storage Media College media Day care center media Gas service station media In flight media In office media In school media In stadium media In store media Leisure media Physician media Ski media Vip airline lounge media Wild posters

Alternative/guerilla Alternative: Aeriall media Custom media Event sponsorships Experiential media Interactive kiosks Naming rights Projection media Sampling Specialty media Sports sponsorship Travel affinity sponsorships New technology Guerilla media: Coffee cups/sleeve Graffiti Murals Mobile media Pizza boxes Street teams Umbrellas Deli bags

Guerilla marketing Hot area of marcomm Uses the power of involvement to create memorable brand experience This place based strategy create unexpected personal encounters with a brand Use creative ways to reach people where they live, work and walk to create a personal connection and a high level of impact Has limit reach but high impact Product placement A brand appears in tv program, movie or even in print as a prop With product placement, company pays to have verbal /visual brand exposure in a movie/tv program It isnt intrusive as conventional ads and audiences cant zap e ads, as they can for tv ads Make e product star or at least be assoc with a a star It demonstrates product use in natural setting by people who are celebrities Prob-may not be notice, not match between the product and the movie and its audience, advertisers have no idea either the movie will be success or failure, unethical portray

Video games Other alternative after frustrate trying to reach young people with traditional ads on mainstream media Use by youngsters

Branded ent To engage consumer with brands with brands by using the media of ent Brand is integrated into the storyline Webisodes have created a new form of webs ads

Promo included Launch parties-celeb and model depicted the shows characters Website-dedicated website featured all of the shows info Text messaging-mating game tips were sent by the shows main characters Interactive billboards-consumer could text a message that would change the image in the billboards 5. In store video trailers-special display and flat screen were used to promote the show 6. Sweeptakes-prize were given away, merchandising n etc 1. 2. 3. 4. Mobile marketing Cell phone has become e all purpose personal comm tool Smartphones have computing and photographic capabilities n can acces e internet n do all of the old telephone functions Combine features: 1. Calling 2. Messaging

3. Watching video 4. Listening music 5. Instant messaging n etc Mobile marketing-as the use of wireless media, primarily cellular phones and personal digital assistant Includes laptop and even portable game consoles that can deliver content and encourage direct response withing a cross media communication program Includes instant messaging, video messages and downloads and banner ads on mobile devices The way to be less intrusive is to be more relevant and offer opt in options

Branded apps Short for application A piece of software than runs on your computer/cell phone/ sns Thousands apps are available that serve as links to other sites or provide some kind of immediate service Other apps offer more utility

Other new media Mobile marketing, streaming videos from professional media companies are joining homemade creations like those from u-tube and appear not only on personal computers but also on smart phones Viral video-an interesting video from a variety of sources to be sent from one friend to another friend in a vast network of personal connections

Nontraditional media adv and limitations Medium Adv Packaging 1. Stimulate point of purchase decision making 2. Last ad a potential customer sees 3. In home is brand reminder on shelf 4. Billborading effect can dominance shelf 5. Reinforce brand ads 6. Delivers product info 7. Packaging cost are required, conveying promotional message is a bonus Guerilla 1. Engage people at unexpected places Marketing 2. Highly involved 3. Create high level of excitement 4. Generates buzz Product Placement 1. Harder to dismiss as ads 2. Opportunity for high visibility in natural setting 3. Opportunity for brand reminder

Limitations 1. Cluttered environment 2. Shelf space may be limited 3. Can get inconvenient placement-such as bottom shelf 4. Limited space needs simple message 5. Need system ROI evaluation 1. Small reach 2. Needs publicity

1. May be overlookd 2. Vehicle may not match the brands positioning 3. Not as much ctrl over brands presentation 4. Hard to ctrl targeting

Branded ent

Mobile marketing

1. The program is a vehicle for the brand 2. Can reach new media savvy audiences 3. Harder to dismiss than ads 4. Takes adv of power of film and engaging storyline 5. More ctrl over brand presentation than product placement 6. More time to develop brand personality 7. Opportunity for repitition 1. Goes everywhere the target goes 2. Opportunity for location based message 3. The most personal of all media-also most social 4. Reaches the technology savvy

5. Hard to measure effectivenes 1. Viewers may resent the commercialization of program/games 2. Needs marketing support 3. Effectiveness are still in development

Branded apps

1. Opportunity for continuing brand contact 2. Engage attention 3. Links social media and their users brands 4. Provide utility functions for brands 5. Strictly opt in

1. Small screen 2. Unwanted message can be irritating 3. Hard to type messages on small keyboards 4. Effectiveness measure are still in development 5. Needs technology literacy 1. Started free, but now some are changing which create irritation 2. On cell phones, limited by small screen size 3. Opportunity for tracking use