AEM Lecture-32.ppt
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Transcript AEM Lecture-32.ppt
Course Revision
Using Advertising and Promotion
to Build Brands
Lecture Outline
Old world and the new world of the
advertising.
Opening Case of AFLAC
What Is a Brand?
What is Marketing Communication?
Functional Areas of Marketing
Communication
Lecture Outline
What are the functional areas of
marketing communication?
What is the IMC concept and
process?
Why is integration so important in
marketing communication?
Introduction to Advertising
Lecture Outline
I.
II.
III.
IV.
V.
VI.
VII.
What is Advertising?
Roles and Functions of Advertising
The Key Players
Types of Advertising
What Makes an Ad Effective?
The Evolution of Advertising
The Current Advertising Scene
1-7
Advertising’s Role In Marketing
Lecture Outline
I.
II.
III.
IV.
V.
VI.
What is Marketing?
The Key Players and Markets
The Marketing Process
How Agencies Work
International Marketing
The Dynamics of Modern Marketing
How Advertising Works
Lecture Outline
I.
II.
III.
IV.
V.
VI.
VII.
VIII.
How Advertising Works as Communication
The Effects Behind Advertising Effectiveness
Perception
Cognition
The Affective or Emotional Response
Association
Persuasion
Behavior
Strategic Planning
Lecture Outline
I.
II.
III.
IV.
Strategic Planning
Basic Strategic Planning Decisions
Account Planning: What Is It?
Planning for IMC
Print and Out-of-Home Media
Lecture Outline
I.
II.
The Media Industry
Basic Media
Concepts
III. Print Media
IV. Newspapers
V. Magazines
VI. Packaging
VII. Out-of-Home
Advertising
VIII.Directory Advertising
IX. Using Print
Advertising
Broadcast Media
Lecture Outline
I.
II.
III.
IV.
V.
VI.
Broadcast Media
Radio
Television
Film and Video
Product Placement
Using Broadcast Advertising Effectively
9 - 17
Interactive and Alternative Media
Chapter Outline
I.
II.
III.
IV.
V.
Interactive Media
The Internet
Internet Advertising
E-Mail Advertising
Alternative and New Media
Media Planning and Buying
Lecture Outline
I.
II.
III.
IV.
V.
VI.
VII.
Media Planning and Buying
The Media Plan
Media Objectives
Media Strategies
A Sample Media Plan for Pizza Hut
Media Buying
Media Planning Changes and Challenges
11 - 21
Design and Production
Lecture Outline
I.
II.
III.
IV.
V.
VI.
Visual Communication
Print Art Direction
Print Production
Television Art Direction
Broadcast Production
Effective Web Design
14 - 23
IMC Partners & Industry Organization
Chapter Outline
Who are the IMC partners?
How is the agency world organized?
How do media partners fit in?
Behind the message is the company
(client)
How does the agency/client
relationship work?
Brands and Stakeholder
Relationships
Chapter Outline
What does “brand” mean?
How are brands created and
maintained?
How are brand relationships created
and maintained?
What is brand equity and how is it
created?
How Brand Communication Works
Lecture Outline
How Does Brand Communication
Work?
What Are Brand-Customer Touch
Points?
IMC Planning
Lecture Outline
How does IMC planning work?
What are the 6 steps in the process?
Why is internal marketing important?
Advertising and IMC Creative
Strategies
Lecture Outline
What marketing decisions need to
be considered in planning IMC
messages?
What are the key elements in an
IMC message strategy brief?
How does the creative process
work to develop big ideas?
The Internet and Interactivity
Lecture Outline
How can a company integrate the
internet?
In what ways has the internet
affected MC?
What are the key aspects of
interactivity in IMC?
What are the concerns about online
marketing?
Advertising and IMC Media
Planning
Lecture Outline
What are the steps in the media
planning process?
What is the difference between reach
and frequency?
How do you determine a media mix?
What role does cost play in selecting
media?
What factors are involved in
scheduling media?
Consumer Promotion And
Packaging
Lecture Outline
How do sales promotions add value to
a brand?
What are consumer sales promotions
designed to accomplish and what are
their strengths and limitations?
What role does packaging play when
consumers make brand decisions?
Personal Selling (Part-I)
Lecture Outline
How does personal selling work and
what are its objectives?
What is the personal selling process?
(Preliminary Steps In The Selling
Process)
Personal Selling (Part-II)
Lecture Outline
What is the personal selling process?
(Advance steps in the selling process
How is personal selling managed and
how does it relate to an IMC program?
Public Relations And Brand
Publicity
Lecture Outline
What is public relations, and how
does it relate to IMC?
What are the strengths and
limitations of brand publicity?
What are the brand publicity tools?
Why is corporate communication
important to IMC programs?
Direct Marketing: The Dialogue
Builder
Lecture Outline
What are the strengths of direct
marketing?
What is the biggest strength of direct
mail? The biggest limitation?
What are the strengths and weaknesses of
telemarketing?
How can direct marketing efforts be
evaluated?
What are the major issues and concerns
related to direct marketing?
Experiential Contact: Events,
Sponsorships, & Customer Service
Lecture Outline
What are the major types of events, and
what roles can events play in IMC?
What types of sponsorship
opportunities exist, and what are the
strengths and weaknesses of events and
sponsorships?
Why is customer service so important
in building brand relationships and
what are its strengths and limitations?
Introduction to Event Management
Lecture Outline
What is event.?
Introduction to event management
Various types of events
Current trends in event management
On-Site Event Management
Lecture Outline
The Importance of Attendee Profile
Creating a Safe Environment
Importance of a Communication
Framework
Keeping Track of the Site During the
Event
Designing, Organizing, and
Producing the Environment for
Events
Lecture Outline
What are the Main Elements of
Designing an Event
Concepts & Theories Relating to Event
Design
Legislation and Regulations in the
Production
What are the Functional Requirements
for Facilities and Venues
Managing the Technical
Aspects of Events
Lecture Outline
What are the Technical Aspects of
Events
Roles of Managing Technical Aspects
of Events
The Care and Feeding of Riders
The Importance of Logistics and the
Human Factor
Plans to Eliminate Risks
The Nature and Process of
Advertising Research
Lecture Outline
The lecture is designed to help students
understand:
•The areas in which research helps advertisers
make better decisions.
The characteristics and contributions of
companies who participate in the design, conduct,
and analysis of advertising research.
How the sequential use of different research
techniques leads to more successful advertising
planning and decision-making.
• he sequence of steps underlying successful
T
advertising research and the types of decisions
made at each step.
Special Advertising
Situations
Lecture Outline
Discuss retail advertising and what
makes it distinctive
Explain the basics of B2B advertising
Identify the basic goals and operations
of nonprofit and social marketing
Describe the strategic decisions behind
international advertising and IMC
Evaluating IMC Effectiveness
Lecture Outline
Why is it important to evaluate brand
communication effectiveness?
What role do campaign objectives play
in the measurement of campaign
success?
What are the key ways in which postcampaign evaluation is conducted?
What are some key challenges faced in
evaluating IMC effectiveness?
Bibliography
Principles of Advertising & IMC by Tom Duncan 2nd
Edition, Published by McGraw-Hill Irwin.
Event Management For Tourism, Cultural, Business
and Sporting Events by Lynn Van Der Wagen Brenda
R. Carlos Published by Pearson Prentice Hall.
Advertising Principles and Practice by W. Wells, S.
Moriarty and J. Burnett, Published by Prentice Hall
International.
Integrated Marketing Communications by David
Pickton & Amanda Broderick Published by Prentice Hall.
The End:
Honesty
&
=
Hard Working
Respect
&
Reward