mba 532 intro chp1 dw

8/10/2019 MBA 532 Intro Chp1 DW

1/17

MBA 532Marketing Communications Strategy

with Duane Weaver

The Process:Advertising and Integrated Brand

Promotion in Business & Society (Ch. 1)


2/17

OUTLINE Introductions Course Overview: outline, assignments, site

Chp 1. The Process: Advertising and Integrated Brand Promotionin Business & Society

What is Advertising? Definitions?

Advertising a Communication Process

Audiences

Brand Promotion

Brand Loyalty Brand Equity

Inelasticity of DemandTypes of Advertising

From Ads to IMC to IBP


3/17

Introductions - Instructor

Duane Weaver B.Comm., M.D.Ed.(th.pds),IESNA CEO 2Birds1Stone Marketing and Computer Applications Instructor 20+ years management experience (marketing) Industry experience: High-tech, Artificial Intelligence,

Telecommunications, Computing, Lighting, Automotive,Fashion, Distance Education, B2B, B2C, E-Commerce, E-Learning, Grocery and Floral.

Manufacturing, Wholesale and Retail experience. Family, small business, and multi-national corporations Positions: Board ofDirectors, CEO, General Manager,

International Sales Manager, Business DevelopmentManager, Regional Sales Manager, Product Manager,Market Manager, Service Manager, Parts Manager, Acct.Manager, Marketing/Business Consultant, Instructor

Enjoy sailing, soccer, badminton, golf and camping


4/17

Introductions - Students

Your name?

What do you expect to get out of

learning MBA 532 (MarketingCommunications Strategy)?What is your personal learning GOAL?

Provide an example of one companythat in your opinion, manages brandpromotion effectively. Why?


5/17

The Process:

Advertising and Integrated BrandPromotion in Business & Society

Chapter 1 with Duane Weaver


6/17

The Process: Advertising and Integrated

Brand Promotion in Business & Society

What is Advertising?

a paid mass-mediated attempt to

persuade(OGuinn, Allen, Semenik 4Ed., pp. 8-9)

Advertising versus Publicity


7/17

Definitions: Advertisement:a specific message that someone

or some organization has placed to persuade andaudience.

Advertising Campaign:a series of coordinatedads and other promos that communicatereasonably cohesive and integrated theme.

Integrated Brand Promotion (IBP):the use ofmany promotional tools, including advertising, in acoordinated manner to build and then maintainbrand awareness, identity, and preference.

(OGuinn, Allen, Semenik 4Ed., p. 12)


8/17

Advertising as a

Communication Process

Sender ReceiverMediumEncode Decode

IntendedMessage

PerceivedMessage


9/17

Communication Exercise

Groups of 4

Sender

Receiver

Observers (2)


10/17

Audiences

Target Audience:group of consumers singled out by anorganization for an advertisement orcampaign

Household Consumers

Business Organizations

Trade Channels (personal selling)

Professionals

Government


11/17

Advertising and Brand Promotioneffective advertisingas part of an overall

integrated brand promotion is a key factorin the success of brands


advertisingplays a criticalrole in branddevelopment


Brand:a name, term, sign symbol, or any otherfeature that identifies one sellers goods orservice as distinct from those of othersellers



12/17

Building Brand Loyalty

occurs when a consumer repeatedlypurchases the same brandto theexclusionof the competitors brands.


13/17

Brand Equity

is built when a company builds andmaintains positive associationswiththe brand in the mind of the

consumer.


14/17

Inelasticity of Demand

Brand loyal consumers tend to be lesssensitive to price increases. Economicscalls this inelasticity of demand.


15/17

Types of Advertising Demand Stimulation:

Primarycreate demand for entire product category(usually new products)

Selectivepoint out a brandsunique benefitscomparedto competition

Response Advertising: Directact immediately

Delayeddevelop awareness and preference over time

Corporate vs. Brand Advertising: Corporateto favour the company (stimulates corporate

recognition)

Brandheightens awareness of the benefits, features,and values of a particular brand (stimulates brand recognition)


16/17

Advertising to IMC to IBP

Advertising is only one component ofthe promotional tools available inIntegrated Marketing Communications

(IMC) IMC = process of using promotional

tools so that a unified synergisticcommunication effect is created (anemphasis on communication).

IBP has become the emphasis morerecently (with a focus on brandover communication).


17/17

Thank You!See you next week

MBA 532Marketing Communications Strategy

mba 532 intro chp1 dw

Documents