Lesson Guide_Week 8.pdf - Where we\u2019re at in MKF3461 INTEGRATED MARKETING COMMUNICATION STUDENTS learn apply MKF3461 Marketing Communication informs

Lesson Guide_Week 8.pdf - Where weu2019re at in MKF3461...

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5/9/18 1 MKF3461 Marketing Communication Dr. Jiemiao Chen Department of Marketing 1 Deconstructing the IMC components l Advertising l Sales Promotion INTEGRATED MARKETING COMMUNICATION STUDENTS learn about COMMUNICATION THEORY & BRANDING MODELS COMMUNICATION OBJECTIVES INTEGRATED COMMUNICATION MIX COMMUNICATION ELEMENTS MARKETING COMMUNICATION PLAN PROCESS ORGANISATIONAL DECISIONS TARGET AUDIENCE EVALUATION ADVERTISING PUBLIC RELATIONS PERSONAL SELLING MEDIA STRATEGY SITUATION ANALYSIS ENVIRONMENTAL CONTEXT BUDGET ETHICAL LEGAL apply can write a informs construction of are applied in a informs requires involves requires selection of requires construction of inform depends on undergo achieved through require construction of is comprised of which include considers e g addresses CREATIVE STRATEGY DIRECT MARKETING of allocated to of is reached by SALES PROMOTION Where we’re at in MKF3461 Department of Marketing – mkt W8 Objectives 1. Apply the concept of synergy in IMC 2. Identify how consumer and channel/trade related sales promotions add value to a brand offering 3. Determine achievable sales promotion objectives and any limitations 4. Understand differences between consumer-franchise building and non-franchise building promotions – brand activation Department of Marketing – mkt IMC Mix ü Synergy of working together – strengths complimenting each other and compensating for weaknesses ü Above, below and through the line ü Convergence
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5/9/18 2 Department of Marketing – mkt What is Advertising? 5 Advertising defined Traditional definition Advertising is any paid form of non-personal communication about an organisation, product, service or idea by an identified sponsor. Paid: The space or time for an advertising message must be purchased. Non-personal: Involves mass media (e.g. TV, radio, newspapers, magazines) in one-way communications. A new definition of advertising New, improved definition Advertising is a paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some action, now or in the future. Traditional definition Advertising is any paid form of non-personal communication about an organisation, product, service or idea by an identified sponsor. Department of Marketing – mkt Advertising Role = the awareness builder Objective is Awareness = learn/cognitive i.e., Recall/Recognition + Attitude = feel/affective (informational to transformational) How it works One way or communication ‘to’ e.g., advertiser-controlled, new product launches, repositioning. Target audience (likely) Broad = mass media = reach and frequency Consumer focus
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5/9/18 3 Department of Marketing – mkt What is Sales Promotion?
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