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Marketing Communications Strategy: With Duane Weaver

This document outlines the topics to be covered in an MBA marketing communications strategy course. The course will discuss advertising and integrated brand promotion, including definitions of advertising, the advertising communication process, building brand loyalty and equity, and different types of advertising. It will also introduce the concepts of integrated marketing communications and integrated brand promotion. The instructor, Duane Weaver, will lead discussions on these topics from Chapter 1 of the course textbook.

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Megha Omshree
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33 views

Marketing Communications Strategy: With Duane Weaver

This document outlines the topics to be covered in an MBA marketing communications strategy course. The course will discuss advertising and integrated brand promotion, including definitions of advertising, the advertising communication process, building brand loyalty and equity, and different types of advertising. It will also introduce the concepts of integrated marketing communications and integrated brand promotion. The instructor, Duane Weaver, will lead discussions on these topics from Chapter 1 of the course textbook.

Uploaded by

Megha Omshree
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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MBA 532

Marketing Communications Strategy


with Duane Weaver
The Process:
Advertising and Integrated Brand
Promotion in Business & Society (Ch. 1)
OUTLINE
Introductions
Course Overview: outline, assignments, site
Chp 1. The Process: Advertising and Integrated Brand Promotion
in Business & Society
What is Advertising?
Definitions?
Advertising a Communication Process
Audiences
Brand Promotion
Brand Loyalty
Brand Equity
Inelasticity of Demand
Types of Advertising
From Ads to IMC to IBP


Introductions - Instructor
Duane Weaver
B.Comm., M.D.Ed.(th.pds), IESNA
CEO 2Birds1Stone
Marketing and Computer Applications Instructor
20+ years management experience (marketing)
Industry experience: High-tech, Artificial Intelligence,
Telecommunications, Computing, Lighting, Automotive,
Fashion, Distance Education, B2B, B2C, E-Commerce, E-
Learning, Grocery and Floral.
Manufacturing, Wholesale and Retail experience.
Family, small business, and multi-national corporations
Positions: Board of Directors, CEO, General Manager,
International Sales Manager, Business Development
Manager, Regional Sales Manager, Product Manager,
Market Manager, Service Manager, Parts Manager, Acct.
Manager, Marketing/Business Consultant, Instructor
Enjoy sailing, soccer, badminton, golf and camping



Introductions - Students
Your name?

What do you expect to get out of
learning MBA 532 (Marketing
Communications Strategy)?
What is your personal learning GOAL?

Provide an example of one company
that in your opinion, manages brand
promotion effectively. Why?
The Process:
Advertising and Integrated Brand
Promotion in Business & Society
Chapter 1 with Duane Weaver
The Process: Advertising and Integrated
Brand Promotion in Business & Society
What is Advertising?

a paid mass-mediated attempt to
persuade
(OGuinn, Allen, Semenik 4Ed., pp. 8-9)

Advertising versus Publicity
Definitions:
Advertisement: a specific message that someone
or some organization has placed to persuade and
audience.

Advertising Campaign: a series of coordinated
ads and other promos that communicate
reasonably cohesive and integrated theme.

Integrated Brand Promotion (IBP): the use of
many promotional tools, including advertising, in a
coordinated manner to build and then maintain
brand awareness, identity, and preference.

(OGuinn, Allen, Semenik 4Ed., p. 12)
Advertising as a
Communication Process
Sender Receiver Medium
Encode Decode
Intended
Message
Perceived
Message
Communication Exercise
Groups of 4
Sender
Receiver
Observers (2)
Audiences
Target Audience:
group of consumers singled out by an
organization for an advertisement or
campaign

Household Consumers
Business Organizations
Trade Channels (personal selling)
Professionals
Government

Advertising and Brand Promotion
effective advertising as part of an overall
integrated brand promotion is a key factor
in the success of brands

(OGuinn, Allen, Semenik 4Ed., p. 20)
advertisingplays a critical role in brand
development
(OGuinn, Allen, Semenik 4Ed., p. 21)
Brand:
a name, term, sign symbol, or any other
feature that identifies one sellers goods or
service as distinct from those of other
sellers
(OGuinn, Allen, Semenik 4Ed., p. 21)
Building Brand Loyalty
occurs when a consumer repeatedly
purchases the same brand to the
exclusion of the competitors brands.
Brand Equity
is built when a company builds and
maintains positive associations with
the brand in the mind of the
consumer.

Inelasticity of Demand
Brand loyal consumers tend to be less
sensitive to price increases. Economics
calls this inelasticity of demand.
Types of Advertising
Demand Stimulation:
Primary create demand for entire product category
(usually new products)
Selective point out a brands unique benefits compared
to competition

Response Advertising:
Direct act immediately
Delayed develop awareness and preference over time

Corporate vs. Brand Advertising:
Corporate to favour the company (stimulates corporate
recognition)
Brand heightens awareness of the benefits, features,
and values of a particular brand (stimulates brand recognition)

Advertising to IMC to IBP
Advertising is only one component of
the promotional tools available in
Integrated Marketing Communications
(IMC)
IMC = process of using promotional
tools so that a unified synergistic
communication effect is created (an
emphasis on communication).
IBP has become the emphasis more
recently (with a focus on brand over communication).
Thank You!
See you next week
MBA 532
Marketing Communications Strategy

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