ADPR 3100 1st Edition Lecture 21 Outline of Current Lecture II Campaigns III IMC Current Lecture Campaigns integrated marketing communications Contexts and planning Campaigns Creative criteria Integrating marketing communication Planning and context Single ads never seen in isolation o create a number of ads to create a campaign creative teams have to plan ads with certain contexts in mind 1 Other ads for your product service o First context to be mindful of need to be consistent throughout or changing it on purpose throughout be well aware of the existing ads you have already done 2 Ads for your product service in other media o Second 3 Ads for competitors product service o If you want to differentiate your product from them must say something DIFFERENT in a different way can only judge this if you know what they are doing 4 Non advertising media and mentions of your product service o Everywhere product is mentioned outside of ads Ex news stories product reviews TV shows first 3 what you need to keep in mind when planning a campaign all 4 what you need to keep in mind with integrated marketing communication These 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 Campaigns Many separate ads o Tough to pull off because you are making a bunch of separate ads not just one or two Need relationship between them o Target market must know they are all related one big effort Similarities visual verbal aural attitudinal o All ads must have these similarities when they do 1 Visual similarity o similar appearance ads appearance should be SIMILAR not identical or it will get boring layout typeface headline body etc style of images ex series of ads similar layout all have a children s toy against white wall 2 Verbal similarity o context key points all the ads should have in general the same content and making in general the same kind of key points not each ad word for word like the next o Voice voice the words are written through the voice needs to be the same 3 Aural similarity o music song if an ad radio internet TV has sound it is very crucial that all the ads have a similar style if not the same song o announcer s voice if there is a voice over should be the same announcer and speaking in the same way o Sound design In general sound design is same how all these choices plus sound effects are put together and mixed to have a similar sound across all these ads 4 Attitudinal similarity o perspective stance toward general perspective in the ads in a whole toward the product the stance that is taken Is this serious Humorous Harder to point to any specific characteristic general overall sense that they are all talking with the same attitude o Brand personality This should be expressed extreme serious Comforting through attitudinal similarity it is expressed very clearly Integrated marketing communications It is a strategic plan to link together all the communication activities IMC recognizes that advertising is only one of many forms of marketing communicating Best way to create effective IMC effort is built from existing story or situation that is relevant to your target market and you build upon that not starting from scratch Figure out core concept of IMC then you extended effort through advertising and other available channels of marketing communication o PR direct response events packing digital promotions sponsorships Dove real beauty Definition of beauty for women limiting and unattainable Campaign ongoing since 20006 o Purpose is to challenge beauty stereotypes in different ways o Invite women into a discussion about beauty Out of home o Talk shows women s magazines main stream news o Series of billboards being talked about in these non advertising media o Earned media value 30 x the value of paid Videos distributed virally o So not putting on TV just YouTube or their site and letting users spread this stuff Gatorade Campaigns and IMC Campaign continuity o Verbal visual aural attitudinal similarity IMC o Built around existing compelling story or situation o Media presence indcluding but beyond advertising IMC You need to pay attention to all four of the content here Not a kind of ad it s a strategic plan to link together all the communications strategies you want to Campaign criteria extended throughout all marketing communications o Public Relations o Direct Response o Events o Packaging
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