Communicatio

ns and
Advertising
Strategy

Chapter Ten
 Key Learning Points
Basic model of communication and how
technology is changing that model
Elements of an IMC program
Setting advertising goals and selecting
target audiences
Developing message strategies
Key elements of media planning
How advertising budgets are set
Alternative approaches to evaluating
advertising spending
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 Figure 10.1
Army Website
Visit the
Army web
site
.

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 Forward-looking organizations are
stressing a concept called integrated
marketing communications (IMC), in which
the marketing manager does not think of
all the elements of the communications
mix as communicating separate
messages. Instead, these messages are
coordinated to reinforce what each is
saying and to present customer confusion
from conflicting messages.
- Russell S. Winer

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 Figure 10.2
Model of the Communication
Process

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 Figure 10.3
Traditional Mass Communication
Model

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 Figure 10.4
Modified Mass Communication
Model

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 Discussion Questions
Successfully managing brand
communities is a key challenge facing
marketers today.
1. How should marketing managers
manage brand communities?
2. What are the ethical aspects involved
with managing brand communities?
3. Who is really the sender and who is the
receiver?
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 Figure 10.5
Traditional Trade-off Between
Richness and Reach

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 Activity
Where would you place each of the marketing
communication techniques on the chart?

* Personal selling
* Opt-in e-mail ads
* Newspaper ads
* Banner ads
* Network TV ads
* Direct mail ads
* Magazine ads
* Outdoor ads
* Radio ads

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 Figure 10.6
Elements of the Communication
Mix

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 Table 10.1
Advertising Expenditures:
Consumer vs. Business-to-Business
Products

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 Integrated Marketing
Communications
Advertising:
Definition
Advantages
Drawbacks

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 Integrated Marketing
Communications
Direct marketing
Direct marketing defined
Direct marketing forms
Key advantages
Key drawbacks

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 Integrated Marketing
Communications
Sales promotion
Sales promotion defined
Sales promotion classification
Advantages
Disadvantages

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 Integrated Marketing
Communications
Publicity and public relations
Publicity defined
Key advantage
Key drawback

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 Integrated Marketing
Communications
Personal selling
Personal selling
defined
Key advantages
Key drawbacks
Miscellaneous
communication
activities
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 Table 10.2
Top 10 U.S. Total Advertising
Spenders

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 Table 10.3
Top B-to-B Advertising Spenders

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 Table 10.4
Top Global Advertisers in 2008

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 Advertising Management

6M Model of
Communications Planning

Market Media
Mission Money
Message Measurement

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 Advertising Management
Market: Selecting the target audience
Selecting target audiences
Including non-customer targets
Mission: Setting advertising goals
Sales is typically not used as an
advertising objective except for direct-
response ads.
Models of how advertising creates a
customer response provide intermediate
goals.
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 Figure 10.7
Models of Advertising Response

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 Figure 10.8
Advertising Goals over the PLC

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 Figure 10.9
Advertising Goals over the PLC

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 Advertising Management
Message: Developing the
message strategy
Emotional appeals
Attempt to appeal to an
underlying psychological aspect
of the purchase decision.
There are several general types.
Emotional appeals may enhance
recall and brand liking.

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 Advertising Management

Creative Execution Approaches

Straight-sell or Product
factual message demonstratio
Scientific/technical n
evidence Personality
Comparisons symbols
Testimonials Slice of life
Animation Fantasy
Humor Dramatizatio
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n 10-27
 Figure 10.10, Part A
Classification of Copy-Testing
Methods

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 Figure 10.10, Part B
Classification of Copy-Testing
Methods

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 Advertising Management
Media: Selecting media
Selecting media has become
more difficult due to alternative
and minor media.
Budgets are being shifted towards
new media.
Media planning has three aspects.

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 Advertising Management
Television
Strengths
Weaknesses
Magazines
Strengths
Radio
Strengths
Weaknesses
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 Advertising Management
Cable TV
Strengths
Weaknesses
Outdoor
Strengths
Weaknesses

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 Table 10.5
U.S. Measured Media for All
Advertisers

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 Table 10.6
U.S. Online Advertising Spending

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 Figure 10.11
Google Page

Visit YouTube to learn

more about Googles
advertising model.

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 Table 10.7
Google Page

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 Advertising Management
New media:
Influencing word-of-mouth
Up-and-comers (other media)
Many media are too new to
evaluate in terms of
effectiveness.

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 Advertising Management
Media: selecting media
Choosing the specific vehicles
Analyzing media
Contextual fit
Duplication and wearout
Scheduling advertising
Setting the advertising budget

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 Figure 10.12
Relationship between Cumulative
Ad Spending and Market Share

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 Table 10.8
Top 5 and Bottom 5 Advertisers in
Sales per Dollar of Advertising

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 Table 10.9
Top 5 and Bottom 5 Industry Ad-
to-Sales Ratio in 2001 by SIC Code

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 Advertising Management
Measure: Measuring
Advertising Effects
Tracking studies over time
Experimentation

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 Advertising Management
Objective guarantees
Marketing mix modeling
Technologys impact on
advertising

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 Executive Summary
Communication theory underlies
marketing communications.
IMC has become central to business
communication strategies.
The 6M model of communication guides
the advertising management process.
New communication technologies have
made media decisions more complex.
Multiple methods of assessing
advertising effectiveness are being used.

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 All rights reserved. No part of this publication may be
reproduced, stored in a retrieval system, or transmitted, in
any form or by any means, electronic, mechanical,
photocopying, recording, or otherwise, without the prior
written permission of the publisher. Printed in the United
States of America.

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