MKRT30010: Advertising and Promotions
MKRT30010: Advertising and Promotions
Lecture 1: The Changing Advertising Landscape • •
• •
Consumer empowerment o The power is switched from being the advertiser’s to the consumers’ o Push-pull marketplace New rule of engagement o Interactive marketing and social media. It is now more crucial to understand the needs of the product’s target audience – and it is getting harder (more niche markets) as consumers are becoming more diversified. Consumers require more interaction, and have greater source for validity and reliability check (reviews/families) o -> Two-way process o Feelings/ emotions evoking ads become more memorable -> will be shared more widely by consumers themselves Domesticand global competition intensifying o Shortened Product Life Cycles o Speed of technological development Heightened sense of ethical responsibility and sustainability o More concious of environmental/ cultural issues
IMC: Intergrated Marketing Communication: • Cross-functional strategic business process to employ various forms of persuasive communications with multiple relevant audiences for a profitable relationship. • -> Short term profit and long termbrand relationships • Four Key Elements 1. Affects Behaviour: a. Effectiveness in terms of ultimate change in behaviour/attitudes/buying intentions 2. Considers all contacts a. All possible touchpoints a customers has with the brand/organisation b. Each IMC have different affect (long -sponsorship vs short term – instant sale) c. Levels of attitdinal engagement varies i. Paid: television, mail, magazines ii. Owned: Website, Blogs iii. Earned: Word of mouth, comments, reviews, communities 3. Begins with the Customer: a. Begin with customer and work back to determine methods and forms 4. Achieves synergy: (cohesiveness between the channels) a. Collectively influence its perceived value What is value? • Benefits of a certain product/service. The higher the level to more effectiveMaslow’s o Functional – easier for competition imitation (shaver) – solve a problem o Symbolic (psychological) – fulfil consumer’s desire (fashion) o Experiential – sensory pleasure, variety and cognitive stimulation
1
Lecture 2: Social, Ethical & Regulatory Issues of IMC Values and Benefits of Ads/Promotions 1. Assissting awareness of worthy causes 2. Making consumers aware of products and services 3. Providing consumers with information to use to make purchases decisions 4. Encouraging consumption and fostering economic growth It is not about right or wrong lawfully but rather should it be done – advertising junk food to children. Ethics in Advertising: Subliminal Advertising rathers than the explicit message -> Experiment Animal Heaven – previously expose images to guess final though process Ethical Issues in Advertising: 1. Advertising is Untruthful and Deceptive: e.g. Burger images vs reality a. Deception: misrepresentation 2. Puffery: allowable exxaggerations – no specific concrete claims. a. E.g Gillette – not shaving the cleanest shave. Something people won’t believe anyway. But if it is supported by an untruth fact then that could get into trouble. 3. Offensive Advertising: a. Nudity, sexual b. E.g. Beneton: AIDS guy on dead bed, nun kissing (religious offensive) c. Great publicity even if it’s negative publicity, but if the target audience isn’t right, it will be harmful -> lost sales 4. Stereotyping in Advertising: a. E.g. women as sex objects; blondes have more fun/supid; portrayal of elderly people, black man being violence criminal 5. Advertising to Children: a. Children’s vulnerability; their media habits b. Might be legal if follow strict guildlines, but should you do it? c. E.g. Barbie -> baby girls’ toys
Lecture 3: The Communications Process 1: IMC from a Communications perspective: Elements in the Communications Process & Semiotics *To increase the likelihood of correct decoding process, we need to understand how to convey our message effectively to begin with Source Encoding: • Source: Person or organisation that has information to share with someone else
2
2. Cinema Advertising a. Ads: i. High attendance rate (participation rates highest for 14-17yrs old) ii. Relative low cost iii. Can have high exposure iv. Selective (ie segmentation potential) v. Leverages mood
Lecture 17: Measuring the Effectiveness of the IMC Program The Importance of Measurement: • Return on investment? Which part of the budget/campaign is effective? • Digital marketing: give some indication of performance – able to measure frequency of clicks, word of mounth sharing,… • Social media/digital is also very cost effective IMC Metrics: follows the hieracrchy of effects logic – with finance added
•
Multiple metrics is needed to access the effectiveness of a campaign 26
Lecture 19: IMC Mix – Direct Marketing & Personal Selling Public Relations: The New Role of PR • Traditional Role o Maintain mutally beneficial relationships between the organization and its publics o Act as a management communications function • New Role o Work together with the marketing department o Contribute to the IMC process in a way that is consistent with marketing goals Marketing Public Relations (MPR) • Fostering good will between the brand and its publics • MPR involves utilising PR activities that are designed to support a brand’s marketing objectives MPR: How does it work? • Atribution theory (how and why people explain events as they do or attach meaning to our or other behaviour) o Because PR doesn’t appear to be paid-for advertising, target believe it more readily (no direct selling motive assumed) o Third party endoresement helps: more natural and organic o Associated media content helps o Less clutter o Giving to consumers something they like (newsworthy, exciting, valuable stuff) instead of something they don’t like (comercial messages) Functions of MPR: • Building marketplace excitement • Introducing a product with little/no adverising • Influcing the influentials • Providing a value-based customer service Major Tools used by MPR: 1) Publicity: a. Generation of news about a person/product/service that appears in the media: considered organic – part of the news not a sales ad i. E.g. the iPhone 8 is coming out – freee publicity b. Important part of the MPR process as ‘news or leads’ generation c. Can give substantial creadibility as there is perception of being endorsed by the media or celebreties i. Someone else is talking about why you’re good d. It is often initated by the marketer to create a buzz, but it can quickly go out of the marketer’s control i. Can become negative publicity – have to be careful of how you’re using publicity. But even with negative publicity – there is still strong top of mind awareness
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Lecture 1: The Changing Advertising Landscape • •
• •
Consumer empowerment o The power is switched from being the advertiser’s to the consumers’ o Push-pull marketplace New rule of engagement o Interactive marketing and social media. It is now more crucial to understand the needs of the product’s target audience – and it is getting harder (more niche markets) as consumers are becoming more diversified. Consumers require more interaction, and have greater source for validity and reliability check (reviews/families) o -> Two-way process o Feelings/ emotions evoking ads become more memorable -> will be shared more widely by consumers themselves Domesticand global competition intensifying o Shortened Product Life Cycles o Speed of technological development Heightened sense of ethical responsibility and sustainability o More concious of environmental/ cultural issues
IMC: Intergrated Marketing Communication: • Cross-functional strategic business process to employ various forms of persuasive communications with multiple relevant audiences for a profitable relationship. • -> Short term profit and long termbrand relationships • Four Key Elements 1. Affects Behaviour: a. Effectiveness in terms of ultimate change in behaviour/attitudes/buying intentions 2. Considers all contacts a. All possible touchpoints a customers has with the brand/organisation b. Each IMC have different affect (long -sponsorship vs short term – instant sale) c. Levels of attitdinal engagement varies i. Paid: television, mail, magazines ii. Owned: Website, Blogs iii. Earned: Word of mouth, comments, reviews, communities 3. Begins with the Customer: a. Begin with customer and work back to determine methods and forms 4. Achieves synergy: (cohesiveness between the channels) a. Collectively influence its perceived value What is value? • Benefits of a certain product/service. The higher the level to more effectiveMaslow’s o Functional – easier for competition imitation (shaver) – solve a problem o Symbolic (psychological) – fulfil consumer’s desire (fashion) o Experiential – sensory pleasure, variety and cognitive stimulation
1
Lecture 2: Social, Ethical & Regulatory Issues of IMC Values and Benefits of Ads/Promotions 1. Assissting awareness of worthy causes 2. Making consumers aware of products and services 3. Providing consumers with information to use to make purchases decisions 4. Encouraging consumption and fostering economic growth It is not about right or wrong lawfully but rather should it be done – advertising junk food to children. Ethics in Advertising: Subliminal Advertising rathers than the explicit message -> Experiment Animal Heaven – previously expose images to guess final though process Ethical Issues in Advertising: 1. Advertising is Untruthful and Deceptive: e.g. Burger images vs reality a. Deception: misrepresentation 2. Puffery: allowable exxaggerations – no specific concrete claims. a. E.g Gillette – not shaving the cleanest shave. Something people won’t believe anyway. But if it is supported by an untruth fact then that could get into trouble. 3. Offensive Advertising: a. Nudity, sexual b. E.g. Beneton: AIDS guy on dead bed, nun kissing (religious offensive) c. Great publicity even if it’s negative publicity, but if the target audience isn’t right, it will be harmful -> lost sales 4. Stereotyping in Advertising: a. E.g. women as sex objects; blondes have more fun/supid; portrayal of elderly people, black man being violence criminal 5. Advertising to Children: a. Children’s vulnerability; their media habits b. Might be legal if follow strict guildlines, but should you do it? c. E.g. Barbie -> baby girls’ toys
Lecture 3: The Communications Process 1: IMC from a Communications perspective: Elements in the Communications Process & Semiotics *To increase the likelihood of correct decoding process, we need to understand how to convey our message effectively to begin with Source Encoding: • Source: Person or organisation that has information to share with someone else
2
2. Cinema Advertising a. Ads: i. High attendance rate (participation rates highest for 14-17yrs old) ii. Relative low cost iii. Can have high exposure iv. Selective (ie segmentation potential) v. Leverages mood
Lecture 17: Measuring the Effectiveness of the IMC Program The Importance of Measurement: • Return on investment? Which part of the budget/campaign is effective? • Digital marketing: give some indication of performance – able to measure frequency of clicks, word of mounth sharing,… • Social media/digital is also very cost effective IMC Metrics: follows the hieracrchy of effects logic – with finance added
•
Multiple metrics is needed to access the effectiveness of a campaign 26
Lecture 19: IMC Mix – Direct Marketing & Personal Selling Public Relations: The New Role of PR • Traditional Role o Maintain mutally beneficial relationships between the organization and its publics o Act as a management communications function • New Role o Work together with the marketing department o Contribute to the IMC process in a way that is consistent with marketing goals Marketing Public Relations (MPR) • Fostering good will between the brand and its publics • MPR involves utilising PR activities that are designed to support a brand’s marketing objectives MPR: How does it work? • Atribution theory (how and why people explain events as they do or attach meaning to our or other behaviour) o Because PR doesn’t appear to be paid-for advertising, target believe it more readily (no direct selling motive assumed) o Third party endoresement helps: more natural and organic o Associated media content helps o Less clutter o Giving to consumers something they like (newsworthy, exciting, valuable stuff) instead of something they don’t like (comercial messages) Functions of MPR: • Building marketplace excitement • Introducing a product with little/no adverising • Influcing the influentials • Providing a value-based customer service Major Tools used by MPR: 1) Publicity: a. Generation of news about a person/product/service that appears in the media: considered organic – part of the news not a sales ad i. E.g. the iPhone 8 is coming out – freee publicity b. Important part of the MPR process as ‘news or leads’ generation c. Can give substantial creadibility as there is perception of being endorsed by the media or celebreties i. Someone else is talking about why you’re good d. It is often initated by the marketer to create a buzz, but it can quickly go out of the marketer’s control i. Can become negative publicity – have to be careful of how you’re using publicity. But even with negative publicity – there is still strong top of mind awareness
32
