ADPR 3100 1nd Edition Lecture 23Outline of Previous LectureI. Immersive mediaII. Real places, virtual placesIII. Typesa. Displaysb. Gamesc. Facial profilingd. Prankse. eventsOutline of Current Lecture I. Campaigns; integrated marketing communicationsa. Context and planningb. Campaigns: creative criteriac. Integrated marketing communicationi. Definition: examplesCurrent Lecture- Planning and contexto Single ads never seen in isolationo Must plan ads with contexts in mindo Types of context/all integrated marketing communications Other ads for your product/service Ads for your product/service in other media Ads for competitors’ product/service (how are competitors positioning themselves, what are they saying?) Non-advertising media and mentions of your product/serviceThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute. campaign- Campaignso Similarities Visual- Needs to have a template for all ads- Similar appearanceso Layouto Typefaceo Style of images Verbal- Content: key points, same key message is being emphasized in all the ads, point about the products service- “voice”: guide to the audience Aural- Music: song- Announcer’s voice- Sound design Attitudinal - Perspective; stance toward the product- Is it a serious or humorous approach?- Brand personality- Integrated media communicationso IMC is a strategic plan that connects all communication activities Built around existing, compelling story/situationo Campaign criteria extended throughout all marketing communications Public relations Direct response Events Packaging Digital Promotions Sponsorshipso The Zimbabwean Printed messages on real moneyo Dove “real beauty” campaign Definition of beauty for women=limiting and unattainable Campaign ongoing since 2006- Challenge beauty stereotypes- Invite into a discussion about beauty OOH - Talk shows, women’s magazines and mainstream news Viral videoso Gatorade- Campaign continuity is keyo Continuity is done with similarities- IMCo Built around existing, compelling story or situationo Hook it to the brando Media presence including, but beyond
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