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Integrated Marketing Communication Ch 1-4
Integrated brand communications (University of Pretoria)
StuDocu is not sponsored or endorsed by any college or university
Integrated Marketing Communication Ch 1-4
Integrated brand communications (University of Pretoria)
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Integrated Marketing Communication ( BEM 224 )
Chapter 1
1.1 Introduction
 Communication within an organisation compromises of internal communication with
owners, managers and employees and external communication with suppliers,
society, government, customers and stakeholders.
 Communication with these audiences can occur in many forms and on many
platforms, depending on the organisational objective or the issue at hand.
 Marketing communication when organisations communicate their brand, product
and service offering to specific audiences.
 Marketing mix elements: Product, price, place, promotion, process, people and
physical evidence. (last 3 services =7P’s)
1.2 Defining IMC (Integrated Marketing Communication)
IMC is a concept of marketing communication planning that recognizes the added value of a
comprehensive plan that evaluates the strategic roles of the marketing communication
techniques (example advertising and direct) and combines these disciplines to provide
clarity, consistency and maximum communication impact.
1.3 Any IMC definition should incorporate five crucial attributes
1. An outside-in approach used to include the target audience at the initial phases of
developing communication and marketing strategy.
2. A well-established relationship between the organisation and its audiences is required
3. Communication effort directed at audiences to influence behaviour
4. Deliver a message consistently and accurately – all communication activities should be
included with the various contact points integrated into strategy
5. A competitive brand needs strong co-ordination between communication and marketing
disciplines
1.4 The Value-add that IMC retains for organisations
• IMC signifies a holistic business approach: The integration of marketing communication
efforts can form part of the core existence of an organisation
• There is contact synergy through IMC: Contact synergy is established through all brand
contact points of encounter
• IMC can assist with brand integration: this entails communication integration where
brand personality and values are strategically, consistently and continuously conveyed during
contact points between the organisations and its audiences
• IMC centres around audience segmentation: IMC efforts are concentrated on all audiences
and not just on target markets. Audiences will include all groups or individuals that have a
direct or indirect impact on the performance of the organisations.
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• IMC delivers strategy and message consistency: Through IMC an organisation can achieve
strategy and message consistency, aligning its core marketing communication messages to
the strategic organisational intent to ensure that a consistent message is conveyed to all
different audiences.
Benefits of IMC in organisations
1. All audiences are considered
2. Individual and interpersonal communication is also encouraged
3. There is an increase in synergy and recall
4. It is a complete and well-defined approach
5. This approach usually results in financial benefits
Barriers to the realisation of IMC in organisations
 Organisation character and culture: organisational character and culture can hinder
the implementation of IMC. A rigid organisational culture with common
understanding of what constitutes IMC, as well as resistance to change and fear over
who will charge, may be barriers to IMC.
 Organisation structure: although there is broad agreement among marketing and
communication professionals about the general need for IMC, the very structure of
organisations might obscure it from being effectively implemented
 The low standing of marketing communication in the organisation: communication
may be viewed as a luxury that can only be allowed when all else is going well.
 Specialisation: Trend toward specialisation in 21st Century- many specialists work in
organisations also in marketing and communications and may want to keep
communication programmes separate from marketing campaigns however in
complex environments integration is needed.
 The semantics of IMC : IMC advocates tended to over accentuate the language and
terminology used to depict IMC instead of substantiating IMC on the basis of
empirical research.
 A validity problem: IMC is still too vague and ambiguous partially due to a lack of
universally agreed upon definition and incongruities of operational IMC measures
therefore a validity problem.
 Financial considerations: Marketing communication departments in organisations
are in conflict regarding budget control over communication activities instead of
working together thus diluting IMC efforts in the organisation.
 The strength of emerging disciplines in their own right: PR lit argued against
integration of PR and marketing in organisations. No longer regarded as a mere
function of marketing but as a separate management function as marketing is
primarily viewed as serving customers and PR directs messages to and builds
relationships with all relevant audiences.
 Cultural Diversity: Apart from different terminology and semantics cultural diversity
can be a barrier to IMC and its implementation. It may enrich but also pose obstacles
to the IMC campaign/programmes. The key to any strategy is to find a way to reach
and appeal to all audiences , if diverse : MC professionals must strive to direct promo
efforts to appeal to local but also regional and global bases. It becomes complex
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when a large multitude of religions, cultures, subcultures, political affiliations to be
considered.
 Further barriers : power coordination and control issues; audience gender education
and skills; time/resource issues; measurement difficulties IMC might bring; lack of DB
development in organisations.
 Organisations must be aware of barriers to facilitate IMC implementations.
1.5 Business trends that shape IMC (A MASS MEDIA MESSAGE NUMBER)
 Decreasing cost of DB use: cost reductions increase opportunities for MC to reach
target audiences more efficiently.
 Increasing stakeholder expertise: SH are becoming more informed with focus not
solely on communication with target market alone but all audiences.
 increasing audience fragmentation and better segmentation: computers and more
sophisticated research methods led to more accurate segmentation of target
audiences which in turn = greater emphasis placed on finding right media to
effectively reach niche markets also causing audience fragmentation.
 Increasing power of retailers :Size and info provided from scanner data enabled
retailers to be more assertive in kind of products and promos wanted and when.
 Increasing global markets : led to increased competition and necessity for all
organisations to concentrate on max efficiency and more focus in all their operations.
 Advances in information technology: Changes in information technology enabled
audiences to communicate interactively with and what they buy directly from
manufacturers.
 Increasing number of almost identical products: Retailers are being flooded with
new products almost identical to existing ones
 Increasing mass media costs: Database costs decreased, but space and time in the
mass communication media, increased
 Increasing media fragmentation: the increase in different types of media has
increased the competition for stakeholder attention
 Decreasing message impact and credibility: the explosion of communication
messages led to diminished impact on audiences
1.6 The “Seven C’s” of IMC
1. Coverage - proportion of target audience reached by each communication option, as well
as how much overlap exists among communication options
2. Cost – the financial efficiency associated with the communication options and campaign
or programme
3. Contribution – The inherent ability of a communication option to create the desired
effects and achieve to desired communication objectives independent of prior or
subsequent exposure to any other communication options for the organisation
4. Commonality – the extent to which a communication option is designed to create
communication effects and achieve communication objectives that are also the focus of
other communication options
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5. Complementary – the extent to which a communication option addresses communication
effects and objectives not addressed by other communication options
6. Cross-effects – the effects to which a communication options are designed to explicitly
work together such that interaction or synergy occurs enhanced communication effects
emerge as a result of exposure by audiences to both options
7. Conformability – the extent to which communication works across target audiences
regardless of their communication history or other characteristics
1.7 Ethical considerations of IMC
Ethics connecting marketing and communication can be categorized into individual and
social audience impacts
At individual level
Misleading or deceptive practices that may or may not deliberately seek to create false
beliefs about
a brand, goods or services. (Example: Persuasive advertising showcasing someone or a brand
more
favourably than the reality)
At social level
Marketing and communication have an impact on social, political and cultural aspects of
everyday
life. Messages must be ethically communicated. Used by corrupt business leaders or
government
(Example Taking advantage of fake news, propaganda and coercion)
Communication and marketing remain ethical considerations in an organisation due to the
following general issues:
• The vulnerability of children audiences – this is regarded as an ethical issue because
children can be highly susceptible to communication content
• The danger of stereotypes – stereotyping in communication and marketing and a specific
classification of a minority group which is labelled through advertising can leave them
feeling insecure about themselves.
• Tobacco, alcohol and fast foods – cigarette and alcoholic advertising has been banned by
many countries. Fast food outlets and franchising often lower-income groups and the youth.
Fast food outlets often target lower-income groups
• Misleading communication – advertising usually makes items look more sophisticated and
effective, showing farms or green fields on the packaging of highly processed foods, or using
terms such as “pure” or ´natural” when the product actually contains harmful preservatives
• Regimenting the public mind – the criticism that advertising can create unnecessary needs
and wants in the minds of audiences is often leveed against the industry
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1.8 Future directions for IMC
What could IMC look like in the future?
1. Integrated communication (IC) or IMC? – integrated communication is the key
process that prompts the behaviour, attitudes, opinions and perceptions of target
audiences.
2. Integration of organisation vision and structure will be key – the avenues for future
considerations in enhancing integration in org will be :
- A definite alignment of internal and external communication
- Moving to a more behavioural base for marketing communication outcomes.
- Reversing the flow of marketing communication programmes and campaigns.
- Making the brand the key component of the MC effort
- Developing a global but locally sensitive perspective
- Developing forward looking systems of forecasting, measurement and evaluation
- Developing new organisational structures that will equip organisations for the
move toward a more holistic, integrative communication frame of reference for
strategic org decision making.
3. Monitoring digital communication for changing audience behaviour – although
digital communication allows more precise targeting behaviourally, it is important to
understand and incorporate the predisposition of audiences to engage with
products, services, brands and communication.
4. Refine directions for specific communication possibilities – the digital area is
currently receiving much research attention as organisations seek a better
understanding of how communication possibilities such as social networking sites,
search engines etc
5. Refine guidelines for coordinating communication possibilities – the true impact of
IMC programmes is the engagement and synergy outcomes that are created through
the competent assembly of various communication possibilities
1.9 The marketing communication mix
• Advertising
is the controlled, and paid-for, non-personal communication about a product,
service, individual, organisation or idea that is directed by an identifiable
communicator via the mass communication media and is geared towards a
specific target audience.
Its aim in achieving the objectives of communication and marketing is to
inform, remind, persuade or activate the target audience in a certain way.
• Personal selling
The verbal presentation of a product, service or idea to one or more potential
customers in hope that a transaction will take place. A flexible method that
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can accompany the advertising of popular products or service and allows it to
be an agreeable communication platform for establishing, nurturing and
growing customer relationships.
• Sales promotion
Consists of personal and impersonal short term efforts aimed at audiences to
motivate them to buy the org products or use their services. Can’t be
classified as personal selling, advertising or publicity but complements these
elements as conveys the message to potential customers or resellers.
• Publicity
Involves influencing audiences in a non-personal way by celebrating the
actual newsworthiness of the org offering in the media thus obtaining free
and favourable news coverage on the org and its current offering.
• Sponsorship
Provision of resources directly to a sponsored property to enable the
sponsored property to pursue some activity in return for certain sponsorship
rights.
• Direct marketing
Entails the direct communication with target audiences to encourage the
latter's response by telephone, mail, electronic means or a personal visit.
Prevalent methods of direct marketing are direct mail, telemarketing.
• Digital communication
New technological developments open the door for digital comms
opportunities to reach audiences with increasing frequency and greater
impact.
Chapter 2 : Integrated Marketing Communication Planning
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Planning, strategy and strategic planning
• Planning involves a basic management function in which plans are formulated to achieve
one’s goal.
• Strategy refers to the framework guiding the marketer’s choices in a specific direction.
This
direction can only be maintained when specific actions are followed with a particular end in
mind.
• Strategic Planning A continuous process of systematic decision making. It is a disciplined
effort to produce fundamental decisions as well as actions that form what an organisation is
and guide it, what it does and why it does it, with a focus on the future.
Characteristics of successful strategic planning include the following
• It leads to action
• It builds a shared vision that is values based
• It accepts accountability to the community
• It is based on quality data
• It is a key part of effective management
Strategic marketing planning
Strategic marketing planning is the formulation of a marketing plan to answer these two
questions in practical and sequential manner. “what are we trying to do?” and “how are we
going to achieve it”
A marketing strategy defined as a plan, usually long term, to achieve the organisations
objectives
through the selections of target markets, the marketing mix and the marketing expenditure
levels.
Strategic marketing communication planning
Supports the strategic marketing plan assist with achieving the goals of the plan. It is the
process of
devising a strategy for the content, channel selection, frequency, reach, budget and desired
outcome.
Integrated marketing communication planning and implementation
• Tactical phase includes detailed action, the operations element of the communication
plan
and sometimes adjustments if necessary. Tactics are more short term.
• The marketing communication tactics involve the choice the marketer makes between
different media or various marketing communication techniques to achieve the strategy.
Principal issues of marketing communication to be considered and planned:
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• Who should receive the message?
• What should the message say?
• What image of the brand are receivers expected to retain?
• How much must be spent on establishing this new image?
Marketing communication planning framework
Step 1: executive summary and introduction
Step 2: Conduction a situational analysis
Step 3: Define the target audience
Step 4: Setting the communication objectives
Step 5: Determining the marketing communication strategy
Step 6: Determining the marketing communication mix
Step 7: Budgeting and implementing, evaluating and control
Step 1: executive summary and introduction
A brief summary of the entire IMC plan. It focuses the reader on the link between the
marketing
objectives and the strategic. It is crucial to understand the linkage of how the
communication is tied
to the overall goals of the brand and management would understand the strategic nature.
The introduction establishes:
• What is being promoted
• Who is doing it
• Where they are doing it
• When it will be done
• Why it is done how long the campaign is
Step 2: Conduction a situational analysis
Briefly looks at the current position and history of the chosen organisation and examines the
internal and external factors affecting the business. It includes the current position of the
marketing mix elements:
• The marketing analysis contains a review of pricing, distribution and compares these with
competing brands in the same category.
• The brand analysis measures brand awareness, brand usage and perceptions of the brand
• The communication analysis examines the message, copy and communication channel
with competing brands in the category.
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• SWOT analyse strengths and weaknesses analyse the internal aspects of the company,
while Opportunities and threats constitute an external analysis.
A thorough situational analysis includes various actions namely:
• Identifying internal strengths and weaknesses of the organisation this includes policies
and procedures, personnel skills managements skills.
• how the organisation is differentiated (competitive advantage, its brand(s), brand equity)
• Investigating the target market’s media usage identifying all available media touchpoints
• Investigating the target markets and key segments and obtaining consumer insight
• Identifying relationships such as trade relations, customer relations, competitor relations
and internal staff relations) and relationship issues that might arise.
• Conducting a competitor analysis to identify direct and indirect competitors and to
determine the brand’s positioning in comparison with its competitors.
• Examine the external or uncontrollable events PESTLI
- Politic and physical – refers to the issues relating to the political landscape that may affect
the brand and its marketing activities
- Economic – refers to economic variables that may ultimately affect the consumer as well
as the success of the marketing communication plan
- Sociocultural/sociological – for example, public regarding alcohol advertising or
advertising to children
- Technological – this includes new technologies such as smartphones and increased
connectivity that increase information access, customisation.
- Legal – refer legislation that restricts the promotion of types of products or services such
as cigarettes advertising, or rules and agreements concerning sponsorship deals
- International – the internet allows competitors from beyond South Africa’s borders.
Marketers therefore need to keep abreast of international developments that may affect
their brand and marketing activities.
Step 3: Define the target audience
Marketers use the term, target market to refer to the geographic market, while target group
can define the demographic target and a target audience can mean the media target.
Segmentation
Segmentation is the process in which marketers identify the entire target audience and then
breaks it down into small groups of people with shared values, traits, beliefs and
consumption habits.
Bases of segmenting consumer markets :
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• Lifestyle and life stage – a consumer who lives in an upscale city suburb has a very
different
lifestyle from that of a consumer living in a small farming community. This type of analysis
suggests that you need different media approaches to reach different lifestyle groups.
• Heavy user consumers in this regarded are segmented based on their consumption.
Consumers can be classified as heavy, medium and light users of a brand.
• Purchasers vs Influencers - Purchasers do not always consumer the product. Marketers
need to do research to determine who the influencers re and who the actual user of the
product is.
• Geographic – this consists of segmenting by region, city, country or any other geographical
basis. The marketer would consider this segmentation basis for unique messages that are
targeted at consumers within a specific geographic location.
Targeting and positioning
Once the segment has been identified, the communication strategies are decided upon a
positioning
strategy is developed and targeted specifically to that segment.
Target audience – is the specific audience is the specific person, people, group of people or
organisation to whom the message should be addressed.
Positioning statement frames the strategy and could be something like ‘we provide the
highest-end quality organic fabrics materials in trendy, customised fashions for the teen to
young adult market’
Step 4: Setting the communication objectives
Marketing objects support firstly business objectives, and then the communication
objectives, which derive from the marketing objectives. Media objectives support the
marketing communication objectives.
Marketing communication objectives focus on:
• Creating awareness
• Achieving product recognition
• Creating and image
• Persuading the consumer
• Informing the target audience
Devising marketing communication objects fall into three broad fields
1. Knowledge-based communication objectives look to stimulate awareness and gain
interest.
This may require creating attention-seeking strategies.
2. Feeling-based objectives are about developing the ‘personality’ and the ‘aura’ of the
brand through Growing its reputation by developing associations and strengthening brand
preference.
3. Action-based objectives involve the sale: however, they also include building
competence in areas such as database management.
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Each objective should be smart
Step 5: Determining the marketing communication strategy
Communication strategies ask, ‘how are we going to get there?’. It is the way an organisation
chooses to communicate with their target audience.
Tactics are an operational element; the detail of the communication plan and they are short
term (example sales promotion vs advertising)
Marketing communication strategies may include sub strategies for specific marketing
communication techniques or elements (such pas public relation strategies) or they may
stretch
across disciplines, for example a media strategy or a creative strategy. E.g. sales promotion,
advertising
Before any communication strategy can be decided on, the marketer needs to establish the
following:
• Who is the target audience and how do we communicate to them?
• How is the brand positioned, or re-positioned to?
• Which distribution channels are used?
• Who are the competition and what are their communication strengths and weaknesses?
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Three types of marketing communication strategies: PUSH, Pull, Profile-designed
1. Push strategies (for trade and channel intermediaries)
A push strategy relies mostly on personal selling done by sales representatives and account
managers. Also known as outbound marketing as the brands are pushed int o the
distribution
channels. If a push strategy is used in a manufacturing setting, the objective is to convince a
wholesale or an intermediary to carry and sell the merchandise.
2. Pull strategies
Are those strategies that aim to influence the end user. Thus, a pull strategy targets the
consumer directly. The marketers for over the heads of distributors to stimulate demand.
The goal is that the consumers seek out the products or services.
A pull marketer needs to cultivate the following traits
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• Patience: it is important that the supplier accepts the prospects time frame for purchase
• Flexibility: pull marketers require maximum flexibility, as prospects and current customers
continually search for information on various platforms and at various places
• Curiosity: the supplier should be interested in the prospects characteristics as well as their
desires, hopes, and needs.
• Service orientation those who really have the desire to serve their customers will
succeed.
3. Profile design strategies
targets all relevant stakeholders. It is the overall communication
started with the goal to satisfy the needs of the stakeholders. For example, if an organisation
its name, or has just merged or acquired another company, it may choose to use a profile
strategy with the primary objective of information its prospect and customers.
4. Media strategies
suggest support the marketing communication strategy. If for example the objective was to
reach 8 per cent of university students between the ages of 18 and 24 at an average of one
time per week, the media strategy could ne to achieve this by using a mix of print television,
online and social media and gaming.
Step 6: Determining the marketing communication mix
The right mix of marketing communication techniques needs to be chosen to reach each
audience with the right message.
The process of choosing the right mix of elements
1. Consider each mix elements strengths and weaknesses
2. Scrutinise the available budget
3. Consider the target audience and their characteristics
4. Consider the message
5. Select the marketing communication mix elements
Step 7: Budgeting and implementing, evaluating and control
Budgeting and implementing
The implementation section is the actual list of “dos” that will be done. This phase involves
the allocation of an actual ‘jobs’ or assignments, including the who, where, when and how of
reaching the marketing communication objectives. Implementation steps may include
designing, production and running ads.
Evaluating
Evaluation of the marketing communications plan is focused on analysing, thereby
measuring the success of the strategy. Evaluating means interpreting and examining the data
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to conclude whether the organisation achieved its strategic objectives from the
implementation phase.
Control
Monitor the campaign during the evaluation phase and therefor contribution is necessary.
Controls ensure that there is no major deviation from the plan, and that opportunities exist
to put the campaign back on trach as soon as possible if it does deviate. Controls can be
viewed as benchmarks to assess how well the plan has achieved its goals.
Chapter 3: Advertising
Introduction:
 When developing IMC plans for a brand marketers are faced with the decision of how to
make use of advertising as a technique to achieve the goals and objectives identified.
 Generally a MC technique people are most aware of as its used by many companies through
various platforms.
 Used to tell target markets about products or services and to convince them to purchase.
 Can be done through various media / media categories.
Advertising defined:
1. Any form of impersonal paid communication in which the seller is clearly identified.
2. A paid form of persuasive communication that uses mass and interactive media to
reach broad audiences to connect identified sponsor with buyers and provide info
about the product.
3. A compensated type of communique that is conveyed by means of various media
from a known source about a company , product or service or idea intended to
motivate the receiver to act favourably.
4 Characteristics observed from above :
1) Advertising isn’t free (source must pay).
2) Message carried must be conveyed through a medium/channel(media org chooses to
utilise ex TV).
3) Message source must be known , receiver must know who it’s from.
4) Communication is persuasive in nature – encourages receiver to act.
Intentions : inform, persuade, remind.
Types of advertising
Type depends on objective want to achieve.
 Institutional
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Aims to promote company as a whole and not necessarily focus on a specific product
offering. Makes sure consumers understand what company stands for and maintains
their identity. (ex. 1st for woman advert)
 Product
Aims to encourage consumers to purchase a specific product or service offered by an
org. (ex. Appletizer)
 Retail
Done to communicate specific info about products and simulate traffic into local
retail stores. (ex. Game ‘Truckloads of deals’)
 Direct response
Tries to inspire an instant response from the consumer, consumers may be called to
action during these campaigns. (ex. Clientele Life insurance ad)
 Business to business (B2B marketing)
Based on reaching a specific audience and providing clear and concise, info rich
communication to this audience. Providing an org with the info needed to gain better
understanding of products/services that meet its complex requirements.
 Non-profit advertising
Used to seek donations or volunteer support normally done by NPO’s (charities,
foundations, religious institutes)
(ex. A21 anti-slavery campaign)
 Public Service
Used to convey a message for good cause. Dominant during holiday seasons with
high police visibility to encourage safety.
(ex. SANRAL adverts on road safety)
 Specialised
Specific forms of advertising. May be medical, B2B or industrial- the key is that they
develop specialised services for certain target segments. Medical specialised due to
legislation and restrictions placed on companies that communicate medical info and
laws around how and what they communicate. ( ex. Some products may not be
advertised directly to consumer esp if scheduled.)
Fundamentals behind advertising – brand management and brand creation which
build brand architecture and single minded idea for the brand.
Consideration of brand essence in advertising
 Brand essence is the platform that guides the creation of an org communication.
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 Communication mix – how best communication techniques at our disposal are
utilized in order to ensure that the customer has a good understanding of the
message. (ex. Volvo Safety brand essence – core of the Volvo brand , consumers have
come to expect this ).
 Advertising takes the essence and communicates it to the market in a way that
inspires consumers to choose that product/Service over a competitor.
Consumer Behaviour
 Decision making process consists of :
- Need recognition
- Info search
- Evaluation of alternatives
- Choice
- Post-purchase evaluation.
 Factors that can inter alia influence decisions of the consumer to purchase the
product or service are : beliefs, attitudes, environment and family , demographics
and psychographics.
Target audience
Must be analysed
Can consist of decision making units to be informed, reminded or persuaded through
advertising.
Important to determine :
- Demographics and psychographics
- Geographics
- Market size
- Purchase and usage habits
- Expectations
- Knowledge , image perception and attitudes of competitor products
- Specific needs and or problems of target audience
Hierarchy of effects (model of influence a message can have on decision making process)
Models :
 AIDA (Attention, Interest , Desire, Action)
 DAGMAR(Defining Advertising Goals for Measuring Advertising Results)
 Lavidge and Steiner model (awareness, knowledge, liking preference, conviction,
purchase)
 Stimulus-response model(read, believe, remember, action)
 Foote, Cone and Belding(FCB)model (Think, feel, do)
 Info-processing model
How customers might move from one stage to another=’Laddering effect’
The various stages differ between the models , they can be divided into 3 groups
(behavioural dimensions ) – Cognitive(awareness) , Affective(emotion) , Conative (action
tendencies) these are components of attitude.
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The conversion process
 Forms basis for all strategy and greatly affects communication and action plan.
 Take consumer from the unknown and convert them to a brand advocate/ loyalist.
 Process to take consumers through each vital step without loss to convert the market
to a loyal customer base.
INTEREST -> CONVERSION -> REINFORCEMENT
Interest – consumers become aware of the brand, its message and the role it plays in their
life.
Conversion – tantalise consumers to engage with the brand hoping to get them to
experience the offer.
Reinforcement – building on initial perception and developing a relationship with consumers
over a period of time.
Perceptual management
Perception gives the product/service its key differential. Might not have the best but people
can perceive that you do , Perception =reality.
Perceptual Space Management helps map the different perceptions that products or
competitors own inside consumers mind , consumers are able to map out different offerings
and determine which is right for them.
Blind Taste Test
Taste the difference between 12 beers without labels. = impossible.
These are the perceptual spaces/meanings that are attached to the brand that advertising
helps establish.
Point of parity
Requirement all brands must deliver either physical or perceptual to meet the basic needs of
the consumer. (ex. SABS- accredited)
Very few brands have a USP(unique selling proposition) hence it is the perceptual space
created that that gives product its differential. Perceptual space management gives the
foundation for the creation of the brand and its message management.
Advertising strategy
Implementation must be planned to ensure its effectiveness.
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COMPAS Approach (McCann Erickson Group): describes all the elements necessary for a
successful advertising strategy/ campaign.
 Course – objectives
(business, marketing and communication)
Organisational obj->market obj->MC obj->Advertising obj( inform, persuade, remind,
reinforce)
 Orientation - market analysis
The environment (SWOT, PEST)
The competition(direct, indirect, communication)
The consumer( demographic, psychographic, insight profiling )
 Mapping- brand and communication architecture ( brand positioning and message
management )
must capture importance of the brand essence.
Step1: Briefing the communication agency
- campaign brief
lengthiest and time consuming
every aspect of marketing plan and what is hoped to achieve
next 2 made in line with this brief)
- creative brief
rewarding and exciting
written in conjunction with marketing, media and advertising agencies.
Section 1 – filled by client or marketing dept prior to discussion/
Section 2 – agreed after discussion
- executional brief
tells relevant parties what org would like the campaign to create.
Step 2: Creative development (the creative process)
- Product insight (perceptual space wanted)
+ Consumer insight(insight/need product could potentially fulfil)
=Creative Platform(combo of product offering & consumer need that gives
unique creative direction)
- Creative advertising = engaging, influential and attractive
Product insight aspects to consider:
- Product usage (how consumers use the product can help creative development of
advertising to reach the consumer)
- Competitor landscape (how product/service performs against competitors)
- Category understanding (why the category exists and how the consumer benefits
from it )
- Consumer connection (how consumers connect with the brand, product or
service and why its important to their lives)
- Real life (why they choose the brand and its effect on their everyday lives)
- Context (the way a consumer encounters a brand determining their behaviour )
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- Culture (what trends or aspects of culture are that affect the use of that affect
the use of product/service)
Product insights can help in developing creative advertising campaigns
Evaluating the creative idea and executing it
- Impact : message portrayed in a unique way to stand out and draw attention?
- Creative platform :does it deliver upon/dramatize the creative platform?
- The message: communicated in a clear and distinct way?
- Brand: is the communication true to the brand ?
- Final check: will communication be relevant to the consumer insight set down in
the model?
Advertising appeal categories (for Impact)
- Rational (product benefits)
- Emotional (consumer emotions)
- Moral (right vs wrong)
-
 Plotting – strategy and rollout plan
(action plan, timings and budget)
Action Plan: IMC grid
- Objectives ,
- target audience,
- offering,
- message
- tactic
- channel
- timing
Setting the budget : (Methods)
- Objective and task method (zero based budgeting) costs of all tasks involved in
achieving objectives = budget
- % of Sales Method
- Competition matching method
- Arbitration method : execs decide on advertising budgets
Need for budget flexibility very important.
 Alignment – channel strategy (execution and media strategy)
 Success- Evaluation and measurement (tracking and evaluating the effect of the
campaign.
Principles for Communication tracking:
- Noting: based on awareness either spontaneous or promoted (with stimulus to
remember) awareness.
- Likeability: of the creative vs the offering.
- Recall: should remember and like ad and also recall what the offer was.
3 elements that help determine the success of the advertisement.
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Legal and ethical standards regarding advertising
- Must be truthful
- Shouldn’t create false perception
- Shouldn’t be offensive to the reader or viewer (grey area) certain bodies monitor
sensitivity – Advertising Standards Authority of South Africa (ASASA)
- Consumers can voice their concerns and questions to this channel
- ASASA code of practice with guidelines for implementation of advertising.
Chapter 4 : Media Management
Introduction :
 An Advertisement is created with the most effective and relevant ad media in mind
for a particular audience.
 Questions in mind when developing a media plan:
- Which Target segments to reach?
- Which media vehicles to use and to what extent ?
- At which times should it be communicated ?
- At what cost ?
The media landscape in South Africa
Marketers have a variety of media channels to choose from to use for advertising.
 Broadcast media
Uses airwaves to transmit the audio for radio and visual for TV
- Free to air TV channels that citizens receive with an annual once off payment
required .( ex SABC)
- Pay TV :requires viewers to purchase the relevant hardware (satellite dish &
decoder) whilst paying a monthly fee .( ex DSTV)
- Radio stations can be free to air or require hardware (radio enabled TV), public or
private , talk, music, campus.
 Print media
Books, mag, newspaper, journals, brochures,etc.
- Newspapers: entails journalist reports, images, ads, cartoons, puzzles.
- Magazines: highly targeted and content specifically focused on a specific target
audience.
 Out of home media
Ads that don’t appear in broadcast or digital media.
Instore, transit, directories, promo products, movie theatres, inflight media.
 Interactive media
Allow individuals to engage through technology incl. websites, application software,
VR, user generated content, interactive TV, gaming , blogs, etc.
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Major advertising media:
Each medium has its own set of advantages and disadvantages making it suitable for
a particular audience, campaign or message.
The message, org budget , target audience to be considered when choosing a
suitable medium.
Media consideration categories:
- Mass media:
Enable a message to be transmitted to a large diverse target audience.
- Niche media:
Media that enable a message to be transmitted to a target audience that share
the same interests and characteristics.
- Controllable media:
In which control of the message lies with the org.
- Uncontrollable media:
In which control lies with the media (or particular media house)
Advantages and disadvantages of relevant major advertising mediums
1. Broadcast media: TV and radio. Non repeating( fleeting message) onto the next ad.
 Television
Electronic device that provides visuals and audio. Trends in TV may impact when its
most suitable to broadcast messages.
- Digital TV (DTV): TV signals that transmit via satellite through a decoder liked to a
TV. (ex DSTV)
- Interactive TV (ITV) : digital signals that transmit a combo of images, sound ,
graphics, games and info.(ex. YouTube)
- Video on Demand (VoD): allows opportunity to watch video, film, and user
generated content immediately (‘streaming’ )or download to watch later.
- Digital video recorders (DVR)/ Personal video recorders(PVR): allow users to
record programmes to watch later also allowing to play, pause and rewind.
Advantages: Disadvantages:
 Creativity and impact
enhances sales message * Costs
 Coverage and cost effectiveness high production and airtime costs
large reach * Lack of selectivity
 Captivity and attention * Limited viewer attention
*Distrust and negative evaluation
* Clutter
* Fleeting message
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Buying TV time :
Formats
- Sponsorship: advertiser sponsors the programme being broadcasted.
- Spot advertising: more familiar form , advertiser negotiates and purchases spots
from the individual tv stations.
Above the line elements :
Available in sponsorships
- Generic ads : client ads 25-60” long
- Stings: 5/10” ads
- Promo tags : client promo ads 5” that are tagged on the classic ad
- Tops of ad breaks or tails: beginning or end of ad breaks
- Opening and closing ad breaks : beginning and end of the programme
(sponsorships)
- Online: website integration of sponsorship with programme and channel
- Product placement : visual integration of branded products into content
Below the line elements :
Available in sponsorships
- 3 minute fillers/ vignettes : opportunity for brand to tell a story about offering in
prime position around content or channel.
- Advertiser-funded programme: commercially funded programme
- Storyline integration : incl of advertisers products or services into script of piece
of content .
- Passive product placement : brand or product exposure is incidental not the
centre point of contact in the scene.
- Active product placement :exposure more intrusively involved in the content and
scene.
- Squeeze back/L board :appears on the side of the screen and TV content is
minimised.
- Maintenance episodic question promo: competition by asking viewers a question.
Measuring TV audiences
The BRC conducted research by means of a television audience measurement survey
(TAMS) to establish what SA viewers are watching.
 Radio
- Integral part of our lives
- Listen in the car, stores, work, home, etc.
- Immediacy trumps TV and newspaper
- Digital radio : digital audio broadcasting transmitted over any digital platform (TV,
internet, analogue)
- Offers specialised programming aiming at appealing to a niche market
- Threats : music internet downloads, into of satellite radio, listening to music
through mp3 players and downloading podcasts from the web.
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Advantages
 Cost and efficiency
 Selectivity
 Flexibility
 Mental imagery
 Opportunities for IMC
Disadvantages
 Creative disadvantage
 Fragmentation (more stations)
 Chaotic buying procedures (considerable time and effort from advertiser)
 Limited research data
 Limited listener attention( background normally)
 Clutter (lots of different ads overwhelming)
Buying radio time :
Public service stations, commercial stations, community radio. 10 million radio sets in SA.
Public service broadcaster is SABC wholly owned by the state but independently from
taxpayer money.
Types of radio advertisement:
- Generic ads : 60” max permitted , no abusive or offensive language , min 80%
must be in language of that specific broadcasting station.
- Live reads : once per spot break, cant promote any personal endorsement of any
kind, script must contain something of interest to the listener , always in 3rd
person,
- Sponsorship of programmes and features : either for standard or created
features.
- Client created features: no longer than 5 mins as may influence the programming
content.
- Created features: charged at a premium
- Power spots: 60 “ live endorsement by the presenter
- Paid for interviews : created features hence costed as such.
2. Print Media
All written material and oldest type of mass media.
The industry is seeking reinvention due to the threat of increased usage and
availability of online sources hence some have had to close.
 Newspapers :
classic
- news stories, images , puzzles, ads , cartoons.
- Released daily or weekly hence short shelf life
- Contains hard news (politics, business ) and soft news (celebs, food)
- Still valuable and main source to many people.
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- More likely to access info online than in newspaper with rapid technological
growth.
- News at no extra cost online , hence newspapers soon to be replaced.
Classifications of newspapers:
Divide content into themed sections. 4 types of newspaper that advertisers can use:
1) Daily : each weekday, available in cities and towns countrywide.( DailySun)
2) Weekly: normally small towns or suburbs where news volume isn’t adequate to
justify daily paper. Relevant to the specific local area within hence valuable
medium for local advertisers.(Ex. Rapport)
3) National : attractive media vehicles for national and regional advertisers. (ex.
Sunday Times)
4) Special audience: target particular groups of readers with similar interests and
specialised editorial content relevant to their field. (Ex. Travel industry review)
5) Newspaper supplements: not really newspapers but rather magazine type
supplement distributed with the newspaper.
Types of newspaper advertising :
 Display ads : typical in all newspapers (approx. 70%) and use visual images , color,
white space , headlines in addition to the copy to attract reader attention.
Advertisers use dependent on the editorial content in paper.
 Classified advertising: small space, words only ads presented in columns in clearly
labelled sections with no editorial content.
 Special ads and inserts: incl a number of gov and financial reports and notices of
changes of business and personal relationships. Pre-printed inserts are also a popular
technique used by advertisers where ads printed in advance and delivered to the
newspaper for Insertion before distro.( ex. Pick n Pay brochure)
Advantages:
 Extensive penetration : high degree of market coverage to reach large number of
segments.
 Flexibility: don’t require long lead times, offer advertiser creative options.
 Geographic selectivity: allows advertisers to choose a paper that reaches areas with
largest sale potential.
 Render involvement and acceptance: spend considerable time reading.
 Services offered : can offer addition services and programmes.
Disadvantages:
 Poor reproduction: low quality paper, limited colour usage , and lack of time end
result normally poor reproduction quality.
 Short life span : average one day, ad is unlikely to have an impact after publication
therefore repeat closure also unlikely.
 Lack of selectivity: not great selectivity i.t.o demographical and psychographical
characteristics. (mass media targeting diverse groups )
 Clutter : large portion of average daily newspaper is devoted to advertising so have to
compete for consumer attention.
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Buying newspaper space: Run of Paper rates apply
Types
- Classified (charged per word and subdivided under headings)
- Display (cover everyday products)
- Business directory (displaying ads under relevant headings for various business
types)
Magazines :
Controlled , editors control the inclusion of articles and content directed toward specific
target market.
Ads in magazines provide flexibility : ( advertisers can make use of : )
 Bleed pages : ads extending all the way to the edges of the page no margin or white
space.
 Creative space buys: allow advertisers to purchase space units in certain combos
thereby increasing impact.
 Split runs : process where advertisers place 2/more versions of an ad in alternate
copies of a specific magazine attempting to measure which ad generates largest
response.
Classification of magazines:
- Consumer magazines: source of info, advice, entertainment to readers normally
for leisure reading.
- Specialist interest magazines: relate to particular activities(running, environment,
cars)
- Professional publications : managerial publications aimed at business market
providing professionals with advice & news on current market position.
Types of magazine advertising:
 Gatefolds: use a 3rd page and fold out of mag for extra-large spread.
 Pre-printed ads: printed on different type of paper, often higher quality to stand out.
 Business reply cards: Slipped into mag , postcard sized ads either loose or bound
 Pop-up ads: 3D ads that pop up when reader opens particular page.
 Scent strips: perfume ads to smell actual product.
Advantages:
 Audience selectivity : high degree as particular demographic and psychographic
characteristic. Achieved by means of interest , demographics and geography.
 Reproduction quality: generally in colour and high quality paper hence excellent
reproduction.
 Creative flexibility: advertisers have a number of creative options when choosing
magazines for ads flexibility i.t.o type, size, placement.
 Permanence: longer shelf life and permanency , consumed over a longer time period
than other media.(kept for revisiting)
 Prestige / credibility: ad influenced by mag prestige and authority/ credibility.
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 Consumer receptivity and involvement : ads may assist in making purchase decisions.
Ad likely to be received favourably not as intrusive.
 Services: some offer service whereby staff phones number of trade intermediaries to
inform of product being advertised in publication and encourage display /promote
item in store.
Disadvantages:
 High costs: depends on audience size and selectivity of. Mag.
 Limited reach and frequency :not as frequently released as newspapers.
 Long lead time: need long to place an ad ranging from 30-60 days hence must book
space and develop ad well before publication.
 Clutter and competition : More successful = more advertising space = more clutter.
3. Out-of-home Media (OOH)
any type of advertising that reaches the consumer outside of home whilst being on
the move.
Not included in any types of broadcasting or print media.
Formats:
Billboards Bridges and gantries
Branded cars Buses
Building wraps Dustbins
Posters Digital screens
Outdoor advertising:
Reaches consumer outside the home.
Differs from transit advertising in that is directed toward individuals who pass along a
particular road or who happens to look up whereas transit is directed toward those
making use of particular transport modes
- Billboard ads: use technology in form of digital screens instead of static large
boards, also more creative with movement and lights and effects with LED lights.
- Aerial ads: aeroplanes pulling banners or skywriting and hot air balloons.
- Mobile billboards: ads on sides of cars, buses, trucks, vans, trailers,etc
The key is to remain innovative and creative.
Important guidelines for outdoor ads to max exposure:
 Product identification should be clear
 Short copy ensures consumers can read billboard quickly
 Short words enable fast reading
 Legible type ensures font type readable from a distance
 Large illustrations ensure they are visible
 Bold colours must make an impact w/o overbearing
 Colour contrast ensures words and images aren’t lost due to lack of contrast
 Simplicity ensures ad isn’t complex avoiding needing more attention than is possible
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Advantages:
- Cost per passer-by is low
- Suitable for high frequency
- Geographically selective
- Offers support and reminds of other ads
- Large product presentation
- High impact
Disadvantages :
- Necessarily a short message
- Reaches general public
- Relatively limited space available
- High production cost
- Local restrictions
- Urban clutter
Transit advertising:
Placed on or In public transport areas in inside transport vehicle itself.
Provides high visibility and makes an impact in the commuters probably see the same ad
every day.
Can take form of posters , screens in a taxi, at a station or provide the ability to scan the ad
barcode and creative animations and moves via smartphones.
Various types:
 Posters found inside the buses, taxis, trains above seats and luggage area.
 Outside posters on the sides, backs or roofs of buses , taxis, trains and shopping
trolleys.
 Outside posters as floor displays, island showcases and electronic signs can also be
found at airports and train stations.
In-Store media:
- Where instore advertising placed to reach consumers in the purchase
environment.
- Serves to inform, remind and encourage customers to make in-store purchases
- Could include commercial messages and non-commercial messages
- Incl direct advertising (samples,etc)
Promotional products marketing
 Refers to products with a logo and org brand message, either provided to employees
to use, sold to customers or gifted to consumers known as freebies.
 Can be apparel, bags, stationery,etc
 For best results: should use promo products that will last consumers many months.
 Benefits : low cost effective marketing through reach of low cost products, instant
brand recognition, greater exposure due to daily use and customer loyalty through
gifting to loyal customers.
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Directory advertising:
 Refers to display ads in directories providing valuable info about org and listing
contact details or promo info.
 Ex. Yellow Pages
Advantages:
- Targeted ads for consumers looking for info
- Allows targeted advertising
- Exposure in target industry
- Retains more control over results
Disadvantages:
- Advertisement may become outdated
- Lack of creativity
- Long lead times
- Increased clutter
- Need for larger ads to overcome clutter
Advertising in cinemas :
Screening before a movie plays.
Targeted advertising toward particular demographic/psychographic groups.
Already captured by single large screen , forced to pay attention.
Enables ad messages to be reinforced , situated within retail malls.
Advantages:
 Higher production potential
 Captive audience
 Passive resistance
Disadvantages
 Industry competitiveness
 Lack of snergy
 Fewer moviegoers due to online streaming
In-flight advertising
Number of forms
- Flight magazines
- In-flight entertainment
- On board branding
- Exterior branding
- On board wi-fi landing pages
Advantages:
 Global reach for international flights
 High frequency exposure for those who fly often
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 Pre and post journey exposure refers to advertising which consumers are exposed
before and after the flight
 Highly targeted audience as geographic origin, destination, routes, preferences and
habitual data can be used.
 Numerous choice or format and platforms
Disadvantages:
 Competing technology – cellphones, tablets,etc
 Consumers may sleep through the flight
 Limited audience (only those who fly)
Branded entertainment
Entertainment driven vehicle which is funded by and complementary to a brands marketing
strategy.
Goal: engage with audience in a unique manner through an entertaining story to stablish the
brand.
Possible through collaborations with creatives, artists and professional media org to craft
custom branded entertainment
(ex. Dove ‘real beauty sketches’ advert.)
Branded entertainment media to use:
1) Product placements : product placed within entertainment media (showing how and
when to use the product enhancing the image. To work needs optimal placement.
2) Product integration :similar to placement but more involved form of branded
entertainment where the product is integrated throughout the programme content
and/script. (ex. Cell C in Getroud Met Rugby)
3) Advertainment : creation of video and/ or music content by an advertiser to
entertain viewers whilst advertising.
4) Content sponsorship: rather than developing own content some advertisers agree to
sponsor specific programmes and thereby receive product placements, integration
and promotion.
4. Interactive Media
 Way in which people share info and ideas through the use of technology .
 Text, graphics, audio and video can be integrated to allow users to interact with the
content and the source.
 Incl. websites, app software, VR, user generated content, etc.
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