STEFFI ANNE D.

CLARO 3MKTG-3 (MW 11:30 AM-1:00 PM)

BSBA-MARKETING MANAGEMENT

MODULE 1 ASSIGNMENT IN ADVERTISING

1. According to the Evolution, the IMC approach focuses on four related tactics. Explain each
tactic to achieve the whole, reinforce the communication mix, and have a greater effect on
others.
The IMC approach focuses on four related tactics:
 Less emphasis on advertising via the mass media. This tactic involves the integration of
digital media and media platforms. In the integration of digital media, many companies
have cut traditional media expenditures, moving dollars to digital media. Reduce
company television advertising budgets while expanding funds for digital and social
media. Digital media has evolved into a mandatory ingredient rather than an option for
companies. In the integration of media platforms, understanding the ways consumers
include multiple devices into their daily lives is important to marketers as they devise
methods to reach them. There are venues in which consumers interact across multiple
media formats: content grazing, investigative spider-webbing, quantum journey, and
social spider webbing.
 Heavier reliance on targeted messages and on reaching smaller segments. Heavy reliance
on data also leads to the challenge of keeping databases and contact information up to
date and complete, a perennial problem for many organizations. In order to make data
work these are the following steps:
o Be clear about your business strategy. Take a medium-term view, build in
flexibility, ensure it’s aligned to your ability to deliver, and to who you want as
customers. Make sure your customer engagement is the best it can be. Build data
into your business strategy from the start, in particular, the performance
measurements around your paid media.
o Consider how you’re going to use data to accelerate this strategy. Consider your
digital marketing budgets in light of the performance of your paid strategy, and
the balance between brand building, the top of your sales funnel and the bottom of
your sales funnel. Build out your digital content.
o Build a data strategy – but don’t get too locked down. The point about digital is
the freedom it gives you to change tack quickly.
o Measure performance. If you already have a paid digital media campaign, see
immediately how it’s performing across multiple search and social media
channels. Test budget on short-term campaigns. Compare budget performance
across different digital channels.
o Research, measure, refine, repeat. Now that you can measure the performance of
your digital marketing, you can refine as you go. Make decisions based on
 information and results (good or bad) rather than experience or instinct. Plug
these back into your data strategy. Check alignment with your business strategy.
 Increased use of consumer data. By maximizing the use of consumer data, you must
research your potential customers, their demographic profile, user stories, and possible
needs. Learn about their preferences and find something that will trigger the right
emotional response. This will help you shape the key message of your product and
develop a more well-thought marketing strategy. Another tool to increase the use of
consumer data is by using direct mail and consistent messaging. People must also use
branding elements and set clear rules for promotions.
 Changed expectations for marketing communications suppliers. Customer expectations
are a set of ideas about a product, service or a brand that a customer holds in their mind.
There are common customer expectations that companies need to work on to provide an
excellent customer experience: personalization, quality customer service, quick-
resolution time for complaints, low-effort experiences, up-to-date knowledge, omni-
channel availability, easy-to-use platforms, and products and services that perform well
and do what they’re meant to do. All these customer expectations are important to
achieve a greater effect to others.
2. According to theoreticians, IMC uses and emphasizes the meaning of "ONE VOICE." In your
playful mind, express your thoughts on this word.
In the phrase “ONE VOICE,” it is a way for businesses, brands, and influencers to reach their
target audiences. IMC is crucial due to the fragmentation of the media market. Previously,
consumers received advertising from brands through mass media outlets such as TV, print or
radio. In the current digital landscape, audiences are spread out thinly across more media
channels. This has changed the dynamic to one where “communication is interactive, and
consumers are more active multi-taskers and are increasingly interconnected and ‘ubiquitous.’”
3. In your understanding, what is a commercial message for you? Do you think this is an
advertisement? Justify your answer.
In my understanding, a commercial message is a message by the product or service that is
created by the endorsers of the product or service. A commercial message was created in order
for the endorsers to send the announcement to the audience to patronize the product or service
that the endorsers were presenting.
It is an advertisement because the commercial message is one of the ways of television
advertising to promote the product or service.
4. Explain why some sponsors do not pay for their ads, either for small or big events. Is this
possible?
Yes, the sponsors do not pay for their ads because the endorser of the product have personal
controversies. One of the examples are the endorser, Lance Armstrong. He lost eight sponsors
and $75million in one day – because of the controversy. He revealed that he had used
performance-enhancing drugs. Another reason why some sponsors do not pay for their ads is that
there is no guaranteed return on investment. There is an agreement between the sponsors and the
endorsers, however, the agreement didn’t approve because the two parties didn’t have to deliver
anything in return for the cheque.
5. How does advertising differ from public relations activities?
The main difference between advertising and public relations is that advertising involves the paid
announcement of a product in order to make people aware of it. However, public relations is all
about developing a strong relationship by establishing trust with the public. Both of these tools
are quite essential for the growth of a company.
6. In the marketing communication process, what are the various dimensions of the source, the
message, and the receiver?
As the source of the message, marketer needs to be clear about why he is communicating, and
what does he wants to communicate. He also needs to be confident that the information he is
communicating, is useful and accurate. The message is the information that marketer wants to
communicate. The marketer creates an effective message that is clear and effective enough to
achieve the communication objectives. On the other hand, the message is delivered by the
receiver to individual members of audience. No doubt, marketer has in mind the actions or
reactions he hopes his message will get from this audience. Keep in mind, though, that each of
these individuals enters into the communication process with ideas and feelings that will
undoubtedly influence their understanding of marketer’s message, and their response. To be a
successful communicator, marketer should consider these before delivering his message, and act
appropriately.
7. What are the two broad categories of target markets? What is their character in the world of
advertising?
Markets generally fall into two broad types, namely consumer markets and business markets. A
consumer market consists of individuals or households who purchase goods for private
consumption and do not intend to resell those goods for a profit. A business market consists of
individuals or organizations who purchase goods for one of three main purposes; (a) for resale;
(b) for use in producing other goods or services and; (c) for general use in daily business
operations.[6] Approaches to segmentation will vary depending on whether the total available
market (TAM) is a consumer market or a business market.
The character of the broad categories of target markets is important because it is used in market
segmentation. In advertising, there are ways to segment a market: demographic, geographic,
psychographic, behavioral, and needs-based segments.
8. What are the four elements that compose a company’s marketing strategies and how do they
affect the type of advertising a company uses?
Advertising and Product: A product is normally a set of physical elements, such as quality,
shape, size, color and other features. The product may be of very high quality. At times, the
product is so designed that it requires careful handling and operations. Buyers must be informed
and educated on the various aspects of the product. This can be effectively done through
advertising. Thus, advertising plays the role of information and education.
Advertising and Price: The price is the exchange value of the product. A marketer may bring out
a very high-quality product with additional features as compared to competitors. Advertising can
convince buyers regarding the superiority of the brand and thus its value for money
Advertising and Place: Place refers to physical distribution and the stores where the goods are
available. To facilitate effective distribution and expansion of market, advertising is of great
significance. Thus, advertising do help in effective distribution and market expansion.
Advertising and Promotion: Promotion consists of advertising, publicity, personal selling and
sales promotion technique. Advertising can play a significant role to put forward the claim of
seller, and to counter the claims of competitor also help to develop brand image and brand
loyalty.
9. What is the purpose of awareness advertising?
Awareness advertising seeks to increase your company's market share by increasing consumer
knowledge of your small business's products and services. Your advertising campaigns saturate
the market in an attempt to drown out the voices of your competitors. If your advertising
campaigns follow the rules for simplicity and memorability, consumers may begin to frequent
your business, giving you the opportunity to steal sales from the competition on a permanent
basis.
10.Why is integrated marketing communication so important in marketing?
 Integrated marketing communication plays an integral role in communicating brand
message to a larger audience.
 Integrated marketing communication goes a long way in creating brand awareness among
customers at a minimal cost.
 Integrated marketing communication scores over traditional ways of marketing as it
focuses on not only winning new customers but also maintaining long term healthy
relationship with them.
 Integrated marketing communication saves time which is often lost in figuring out the
best marketing tool.