ADV 342 Account Planning and Research 1stEdition Lecture 18 Integrated Marketing Communications/ Mass communications Outline of Last Lecture A. Category ManagementI. BrandingII. PackagingIII. Marketing CommunicationsIV. Selling tasksV. Communication objectivesVI. Communication processVII. Steps in IMC planOutline of Current Lecture B. Key components of conceptVIII. Selling taskIX. Communication processX. Steps in IMC planXI. Mass communications: Roles in value creationCurrent Lecture1) Key components of concepta) IMC objectives i) Meaning- what does the brand mean? What does the relationship mean? b) Communication processi) Context- how and when you say it c) Coordinate selling tasksi) IMC plan2) Selling task a) The selling task defines the actions a communication mix element must take, or the specific communication objective it must achieve to help establish the desired product position and create the times, place, form, and/or possession utility to create the necessary value for the customer and CLOSE the saleThese 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.3) Communication processa) Slide- on angel and also lecture note 17b) Sourcec) Encodingd) Messagee) Mediaf) Decodingg) Receiveri) Elements that flow through out process:(1) Noise(2) Feedback(3) Response h) Steps in IMC plani) Select target audienceii) Determine communication Objective and select communication mixiii) Develop budgetiv) Implement v) Measure results i) Mass communication: roles in value creationi) Advertising(1) Informative(2) Reminding(3) Persuasive(4) Reinforcing(a) Advantages(i) Control(ii) Builds equity(iii) Cost/ contact low(iv) Versatile(v) Good access(b) Disadvantage(i) Poor focus(ii) Avoidance(iii) One way(iv) High total costs(c) Advertising management decision(i) Advertising Objectives1. To identify and select the specific ‘SALES GOAL’ and “SELLING TASK’ the advertisement needs to accomplish 2. Sales goals: ‘ENDS’a. Name recognitionb. Benefit recognitionc. Triald. Salese. Profit marginf. Market share3. Selling task: ‘means’a. Inform b. Persuadec. Remindd. Differentiatee. Reinforce(ii) Advertising Budget1. The advertising budget decision reflects the importance of advertising relative to the other communication mix elements and establishes the level of resources available to accomplish advertising’s selling task.(iii) Advertising Message1. The specific wording, sender, format, structure, and argument type for the advertisement.(iv) Media selection1. The advertising media decision involves selecting the means of transmitting the message from sender to receiver that best achieves the desired exposure and communication effectiveness at lowest cost.(v) Measure results1. To identify the EXTENT the advertising campaign or program ACCOMPLISHED the SALES GOALS and/or SELLING TASKS established by the advertising objectives (d) Types of advertising(i) Informative1. Messages: designed to provide information that consumers can store for later use(ii) Persuasive1. Messages: designed to change consumers’ attitudes and opinions about products, or influence consumer decisions(iii) Differentiate1. Messages: a types of persuasive advertising designed to establish product’s unique identity in consumers’ minds (iv) Reminder (stabilization)1. Messages: designed to keep the product at the forefront of the consumer’s mind (v) Reinforcement1. Messages: designed to call attention to specific characteristics of products experienced by the userii) Sales promotion(1) Encourage trial(2) Stimulate purchase(3) Immediate salesiii) Public Relations(1) Corporate communication(2) Credibility