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MBA 532

Marketing Communications Strategy

Course Introduction and
The Process:
Advertising and Integrated Brand Promotion
with Duane Weaver
Course Overview: outline, assignments, site
Advertising and Integrated Brand Promotion
What is Advertising?
Advertising a Communication Process
Brand Promotion
Brand Loyalty
Brand Equity
Inelasticity of Demand
Types of Advertising
From Ads to IMC to IBP
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,
Enjoy sailing, soccer, badminton, golf and camping
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?
Assignments and Outline Overview
Essay 30%
(Individual)due Sep. 11 before 1:00 PM
ELM Case and Sample Ad 5%
(Team) Due Sep 23 before 1:00PM
Revised Print Ad 10%
(Individual) due Sep. 25, before 1:00PM
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
The Process:
Advertising and Integrated Brand
Promotion in Business & Society
with Duane Weaver
The Process: Advertising and Integrated
Brand Promotion in Business & Society
What is Advertising?

a paid mass-mediated attempt to

(OGuinn, Allen, and Semenik, 2007, pp. 8-9)

Advertising versus Publicity

Advertisement: a specific message that someone
or some organization has placed to persuade an

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)

Advertising as a
Communication Process

Intended Perceived
Message Message

Encode Decode
Sender Medium Receiver
Target Audience:
group of consumers singled out by an
organization for an advertisement or

Household Consumers
Business Organizations
Trade Channels (personal selling)
Advertising and Brand Promotion
effectiveadvertising 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
(OGuinn, Allen, and Semenik, 2007, p. 21)
a name, term, sign symbol, or any other
feature that identifies one sellers goods or
service as distinct from those of other
(OGuinn, Allen, and Semenik, 2007, p. 21)
Building Brand Loyalty
occurs when a consumer repeatedly
purchases the same brand to the
exclusion of the competitors brands.
Brand Equity
isbuilt when a company builds and
maintains positive associations with
the brand in the mind of the consumer.
Inelasticity of Demand
Brand loyal consumers tend to be less
sensitive to price increases. Economics
calls this inelasticity of demand.
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
Brand heightens awareness of the benefits, features,
and values of a particular brand (stimulates brand recognition)
Advertising to IMC to IBP
Advertising is only one component of
the promotional tools available in
Integrated Marketing Communications
IMC = process of using promotional
tools so that a unified synergistic
communication effect is created (an
emphasis on communication).
IBPhas become the emphasis more
recently (with a focus on brand over communication).
MBA 532
Marketing Communications Strategy
Thank You!
Lets Look at the worst case ads and