Campaigns; integrated marketing communicationsContexts and planningCampaigns: Creative criteriaIntegrating marketing communicationPlanning and contextSingle ads never seen in isolationcreate a number of ads to create a campaigncreative teams have to plan ads with certain contexts in mind1. Other ads for your product/serviceFirst 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 done2. Ads for your product/service in other mediaSecond3. Ads for competitors’ product/serviceIf 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 doing4. Non-advertising media and mentions of your product/serviceEverywhere 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 communicationCampaignsMany separate adsTough to pull off—because you are making a bunch of separate ads, not just one or twoNeed relationship between themTarget market must know they are all related, one big effort,Similarities: visual, verbal, aural, attitudinalAll ads must have these similarities, when they do1. Visual similaritysimilar appearanceads appearance should be SIMILAR, not identical (or it will get boring)layouttypeface (headline, body, etc.)style of imagesex) series of ads—similar layout, all have a children’s toy against white wall2. Verbal similaritycontext, key pointsall 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“Voice”voice the words are written through, the “voice” needs to be the same3. Aural similaritymusic; songif an ad (radio, internet, TV) has sound, it is very crucial that all the ads have a similar style if not the same songannouncer’s voiceif there is a voice over, should be the same announcer and speaking in the same waySound designIn 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 similarityperspective; stance towardgeneral 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 attitudeBrand personalityThis should be expressed….extreme? serious? Comforting?, through attitudinal similarity it is expressed very clearlyIntegrated marketing communicationsIt is a strategic plan to link together all the communication activitiesIMC recognizes that advertising is only one of many forms of marketing communicatingBest 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 communicationPR, direct response, events, packing, digital, promotions, sponsorshipsDove “real beauty”Definition of beauty for women = limiting and unattainableCampaign ongoing since 20006Purpose is to challenge beauty stereotypes (in different ways)Invite women into a discussion about beautyOut of homeTalk shows, women’s magazines, main stream newsSeries of billboards being talked about in these non advertising media ^Earned media value = 30 x the value of paidVideos, distributed virallySo not putting on TV, just YouTube or their site and letting users spread this stuffGatoradeCampaigns and IMCCampaign continuityVerbal, visual, aural, attitudinal similarityIMCBuilt around existing compelling story or situationMedia presence indcluding but beyond advertisingIMCYou need to pay attention to all four of the content hereNot a kind of ad-it’s a strategic plan to link together all the communications strategies you want toCampaign criteria extended throughout all marketing communicationsPublic RelationsDirect ResponseEventsPackagingADPR 3100 1st Edition Lecture 21Outline of Current Lecture II. CampaignsIII. IMCCurrent 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 mediao Second - 3. Ads for competitors’ product/serviceo 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/serviceo 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 adso Tough to pull off—because you are making a bunch of separate ads, not just one or two - Need relationship between themo 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 whitewall - 2. Verbal similarityo 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 nexto “Voice”  voice the words are written through, the “voice” needs to be the same - 3. Aural similarityo music; song if an ad (radio, internet, TV)