Review and Chapter 5 re-cap

Where have we been

IMC – What is it? Why is it important? What trends are driving IMC?

Segmentation and selecting a target market

Positioning – POINT OF DIFFERENCE (USP)

Branding, Positioning Strategy

Ch. 3

Ch. 1

Ch. 1

Ch. 2 and 3

Where have we been

MARKETING COMMUNICATIONS PLAN

Marketing Communications Objectives, Strategies

ADVERTISING PLAN

MEDIA PLANCREATIVE PLAN

Advertising Objectives

Creative Objectives

Creative Strategy

Creative Execution

Media Objectives

Media Strategy

Media Execution

Pg. 57

Pg. 105

Pg. 112 + Pg. 105 +

Creative Planning: The Creative Brief

1. Problem – from the consumer’s standpoint

2. Advertising Objective

3. Positioning Strategy Statement

4. Creative Objective5. Creative Strategy – tone, theme, appeal

6. Creative Execution

Media Plan

1. Media Objectives Who is the target market What is the nature of the message to be

communicated (information intensive, image intensive etc)

Where are the market priorities geographically When is the best time to reach the target (time of

year and of day) How many people to reach, how often

Media Strategy

1. Target Market Profile Approach Shotgun, Profile, Rifle

2. Geographic Priorities

3. Timing of Advertising

4. Reach, Frequency, Continuity

5. Media Execution – Media Blocking Chart

CPM

(Cost of ad/circulation) X 1000

TV Advertising Alternatives

Factors such as the budget available and market coverage priorities influence television decisions. TV is expensive.

• Network Spots

• Selective Spots

• Local Spots

• Sponsorships

• Branded Content

Radio Advertising

In radio all decisions are usually based on demographics.

1. Station format determines the audience profile.

2. Radio is ideal for reaching targets defined by age.

3. Radio is an important medium if a “key market” strategy is recommended.

Newspaper Advertising

Local market circulation and readership make newspapers an attractive medium.

1. Newspapers are ideal for a “key market” media strategy.

2. Newspapers are attractive to national advertisers, and national and local retailers.

3. Newspapers offer “merchandising” opportunities.

Magazine Advertising

Magazines are excellent at targeting precisely defined audiences.

1. Magazines are a “class” medium instead of a “mass”medium.

2. The clustering of ads has a negative influence on message impact.

3. Magazines are ideal for “profile matching” media strategies.

Out-of-Home Advertising

Outdoor is a passive medium but the message is very visible.

1. Outdoor ads reach the same audience frequently.

2. A wide variety of alternatives are available. Outdoor can be virtually anywhere!

3. An ideal medium for “shotgun” media strategies in key markets.

Posters

10’ x 20’ Front lit illumination Available in Top 10 markets,

mid/small communities across country

Excellent mass distribution

Superboards

Front lit 10’ x 44’ and 14’ x 48’ Vinyl Reusable Space extensions

Backlights

23’ x 10’ horizontal 14’ x 19’ vertical Rear illuminated Printed on vinyl Reusable

Wall Mural - Painted

“Urban art” Painted directly

on the wall Located in high

profile areas in Toronto

Various sizes

Wall Mural - Banner

Various sizes Vinyl Landmark

locations in Toronto

Transit Advertising

Easy way to target transit riders – they have nothing else to do while on the bus

Offer continuous exposureEasy way to reach a diverse audience

Transit Shelters

4’ x 6’ National coverage Specific targets Backlit 10,000 faces located

on key transportation routes in major markets

King Posters

30” h x 139” w Urban coverage of

Toronto and other major cities across Canada

Reusable

Super Kings

30” h x 192” w

Seventy Posters

21” h x 70” w Urban coverage of

Toronto and other major cities across Canada

Vinyl Wraps

Full wraps - Vinyl application on both sides and the back of the bus.

Murals - Vinyl application on the driver’s side of the bus only.

Vinyl Wraps

Streetcar wraps – Vinyl application on both sides and the back of a streetcar.

Full Backs - Vinyl application on the back of the bus only.

Subway Wraps

Vinyl application of both sides of a subway train

2 cars sold together.

Interior Cards

Standard Interior11”h x 35”w

Super Interior11”h x 70”w

Backlit Above the windows

of all transit vehicles

Standard sizes across Canada

Vertical Posters

28” h x 20” w Toronto subway

cars and on station walls by the escalators

Subway Platform Posters

4’ x 6’ Toronto subway Standard size – same as a TSA Backlits available at Bloor and

Dundas stations

Bloor Backlit

Backlit 50’s and 100’s

Toronto subway Located in backlit

frames in high traffic locations at various stations

Backlit 100

Backlit 50

Ceiling Decals

Available in buses only

Maximum size of 2’ x 4’

Stair Risers

Available on a station specific basis, or as part of a station domination.

Turnstiles

Roadblock the consumer entering or leaving the station.

Turnstiles are sold as a package

Assessing Media Alternatives

Medium Pro Con

Television Impact High Cost

Reach Clutter

Some targeting Audience fragmentation

Radio Coverage flexibility Technology

Targeting Fragmentation

Frequency Message (Sound only)

Flexible – key markets

The strengths and weaknesses of all media options are evaluated.

Assessing Media Alternatives

Medium Pro Con

Newspaper Local Reach Short Life

Key Market Coverage Clutter

Media environment Reproduction quality

Merchandising Audience diversity

Magazine Targeting Clutter

Message Quality Low Frequency

Lifespan Cost

Environment

Pass along readers

Assessing Media Alternatives

Medium Pro Con

Outdoor Reach Creative Limitations

Frequency Low Targeting

Coverage flexibility Cost

Awareness Image

Transit Reach and frequency Targeting

Continuous exposure Environment – clutter

Coverage flexibility

Unique Forms of Advertising

Advertising can reach consumers in unique and unexpected ways:

Airport Display Ads

Bar, Restaurant and Hotel Ads

Washrooms

Benches

Unique Forms of Advertising

Other innovative alternatives include: Elevator Advertising Arena and Stadium Advertising Supermarket and Other Retail Advertising Taxicabs Theatre Screens

Questions from text – page 156

Discussion questions

#4

#5

#8