RESPOND TO 3 PEERS ON TWO DIFFERENT DISCUSSIONS

Advertising and IMC Planning

RACHEL

 IMC stands for Integrated Marketing Communications. This plan is one in which a comprehensive plan is used to combine, evaluate and utilize various communication areas within the context of a marketing strategy.  For example, these may include: public relations, advertising, promotions, Sales, etc. The purpose of doing this is to achieve goals and objectives set for a given marketing strategy. We can think of IMC in a structural step by step way.  For example, it could start with an identification of the demand or demographic that is of interest. Once this target demographic has been identified, marketers can analyze through the use of one or more tools. For example, a SWOT can be used (strengths, weaknesses, opportunities and Threats). Armed with this understanding, a marketing firm can then set a more strategic objective for their target customers. During this process, costs should also be assessed and considered for the objectives.  This involves setting up a budget.  Therefore the very last step in the process would be assessing metrics and evaluating their effectiveness and efficiency of the process.

In terms of the inside out approach, this is a marketing firm looking introspectively to reflect on their strengths, weaknesses and other factors that help make them successful as well as those that need to be strengthened. The fundamental question is why they operate the way they do and is it the most productive way? The inside out also spills over in the way the IMF process is approached. Therefore there is a positive correlation between  a marketing firms perception of self and how they will form their IMC. The Outside in approach is really just the opposite. This is a process that starts with the outside perceptions of people and customers. The process starts with customers and continues to evolve, defining the rest of the process along the way. In other words, an outside in IMC plan will start with customers and and then work to clarify and articulate the communications campaign strategy to fulfill or meet their perceptions.

Regarding the four sources of brand messages, we should first have an understanding of what these are. There are planned messages, which are common paid ads. Second there are unplanned messages which are not necessarily within a firm's control such as bad publicity. Third there are product messages which communicate the value and advantages of product.  This can be differentiated from the typical brand oriented building message. The fourth is service messaging which describes a firm's competitive advantage in terms of service related qualities like "superior customer service" for example.

 A company example is Amazon. For example, Amazon's Service messaging is all about customer infatuation.  The CEO, Jeff Bezos has made customer service a focal point of their success, explaining the long term value of retention is more important than short term profits. In terms of unplanned messaging, Amazon is periodically criticized as a company that will eventually burst.  This is primarily due to their stock share value which is now well over $1,000 per share. Financial critics have analyzed the Amazon effect and look to predict flaws which will cause it to burst. Regarding product messages, Amazon advertises their Amazon fresh business online, in trade magazines and pretty much any common media outlet. Regarding planned messages, this is most often seen on the CEO'S many interviews, Planned messages can also be seen describing Amazon's different business models and calls for partnerships (such as their famous affiliate marketing program).

Reference:

Weigold, M. F. & Arens, W. F. (2018). M: Advertising (3rd ed.). New York, NY: Irwin/McGraw-Hill.

BRADLEY

IMC allows companies and customers work together.  This creates a concept of wholeness or synergy by using product messages together with other messages.  The example in the book is that of a Mountain Dew promotion.  The product is placed at the end of the aisle by itself.  This increases the amount of the product that is being sold.  At the same time coupons are handed out for the same product, and also increases sales.  When the two are combined, the amount sold increases even greater. 

The inside-out approach is done from within the company.  They manage marketing communications and deliver consistent messages about the company.  This is a more direct and streamlined approach to marketing.  The company strictly tell the customers what they want them to know.

The outside-in brings the customers to a more equal level.  The customer is treated more as partners than customers.  If the customer is happy, the chances to have increased sales rises.  This in turn results in new lines and methods to get the marketing messages out to increase sales.

When both methods are used together, it creates a wholeness in the communication strategies.  The company is able to get their intended messages across, but also work with the customers to improve relationships.

Tide is no stranger to advertising.  Their planned messages are based from their slogan of “The Power of Tide”.  They want the consumers to know that they offer a product that can clean any stains out of clothes or washable product.  The product message is best shown through the use of the color orange.  Most all of their products are stored inside of orange containers.  The logo itself is a bullseye pattern of yellow and orange with the blue Tide letters across it.  This makes their product easily spotted from a distance.  It is the unplanned messages that can harm a company.  Tide has been no stranger to this.  When first out, Tide was marketed mostly to women.  As time went on and times changed, Tide was still known and talked about for their earlier advertisements.  Tide has counteracted by advertising to a more diverse structure of families. 

Saddleton, L. (2008, October 1). Tide rolls on.  Strategy.  Retrieved from http://strategyonline.ca/2008/10/01/tributetide-20081001/

Weigold, M. F. & Arens, W. F. (2018). M: Advertising (3rd ed.). New York, NY: Irwin/McGraw-Hill.

PAULINE

Advertising and IMC planning

What this entails how plans are created. How a product can be affected environmentally . Have realistic objectives. You need to know where your product will make money. You need to advertise . Be strategic and have a budget. 

IMC meets outside by having partners. By using the consumers by having ways to receive feedback so you know how your product is doing, where do you need to improve to reach a wider market.  Inside would be the brand, the company and its success. 

I picked Coca Cola to describe  the four sources. I am familiar with the success of this company I see it everywhere. This is a quality brand known all over the world. The cans are eye catching in commercials. They reach a large audience because they have a variety of drinks. The normal coke, the uncola, vitamin water and more to reach a many consumers. Employees interact at games, lunch with coca cola. It is an advertisement itself you have a can and someone may ask is that good and the word just spreads. 

www.dandad.org/coca-cocla/case-st...

Creative Strategy and Execution in Advertising

BRYAN

The creative pyramid consists of five levels. These five levels are as followed. Action, Desire, Creditability, Interest, and Awareness. These levels are what makes up the creative pyramid. The creative pyramid is "a model that can guide the creative team as it converts the advertising strategy and the big idea into the actual physical ad or commercial. The cognitive theory of how people learn new information uses a simple five-step structure." (Weigold 2018). Each of these levels helps promote creativity and ensure that the advertisement is answering all of these. These steps will help create a great advertisement.

The ad I chose was for Share a Coke. It seems like for the past few summers Coke has launched the Share a Coke ad during the summer as a ploy to gain extra sales. They are doing this by using the “Share†ploy. This idea hits at sharing and also collecting the product.

 http://incitrio.com/wp-content/uploads/2014/10/Share-a-Coke-2.png (Links to an external site.)Links to an external site.

This ad is grabbing your attention with the idea of sharing with your friends or others. The idea of finding not only your friends name but also your own. You are more likely to buy a Coke if you see your own name on it.

Desire is at play here because of the allure they are using by creating this dream of by sharing a Coke some magical experience all by sharing a Coke.

Creditability is at play here because they are sticking with the classic look of the Coke while adding a little spice to ads in order to attract new customers and increase sales. Coke is know to be a very credible company so not changing to much is almost comforting for the repeat shoppers. 

Interest is increased by these same aspects. By using places like the movies and newspapers and TV in order to spread the word about the product the news of the new line is quickly spread.

Action is taken by being specific with the time frame that the campaign is launched. This is normally a summer thing which is normally a teenage thing so many of the print ads and other ads are geared more towards the younger demographic.

Bryan

Reference:

Weigold, M. F. & Arens, W. F. (2018). M: Advertising (3rd ed.). New York, NY: Irwin/McGraw-Hill

EMILY

According to the text book, the Creative Pyramid is "a model that can guide the creative team as it converts the advertising strategy and the big idea into the actual physical ad or commercial." (Weigold & Arens, 2018) The pyramid is broken into five sections: Actions, Interest, Credibility Desire, and Action. The Creative Pyramid is similar to the Advertising Pyramid. They each have the same end result, desire, and action. In the end, you want the consumer to desire the product, and take action to buying or consuming. 

The advertisement by Garnier Fructis Shampoo appears to be a man with an extremely long beard. The first block of the pyramid is attention, this ad gets your attention with the unusually long beard. Interest is the second block, and equally as important as attention. After grabbing the consumers attention you must keep it by gaining their interest. It keeps your interest because you can tell something is weird, but at first glance, it still looks like a long beard. Credibility is the third step. This one is often harder to find unless using a commercial where they say something like "clinically proven" or "studies show". This print ad establishes credibility in an abstract way, they're trying to say their shampoo promotes long and healthy hair, so they're showing girls with long healthy hair. It's a whole campaign they've done with the 'beards'. The last two steps are desire and action. Seeing the girl with long healthy hair creates the desire for her hair, and calls for the consumer to take action by buying Garnier's shampoo.  

http://www.businessinsider.com/ad-of-the-day-garnier-fructis-beard-campaign-2013-1?IR=T (Links to an external site.)Links to an external site.

Weigold, M. F. & Arens, W. F. (2018). M: Advertising (3rd ed.). New York, NY: Irwin/McGraw-Hill.

PAULINE

Creative strategy and execution in advertising

The creative pyramid

Action- The way you motivate people to want to buy your product. Desire- Imagine you with the product , how it benefits you as the consumer. Credibility- what about the product it needs to be supported by facts. Interest- Does it make the customer want to buy it , are they paying attention ? Attention- does it make the customer want it ?

Both pyramids have 5 steps , both have action and desire. Both designed to be model guides to help advertising strategy. 

I used a coca cola billboard . It says refresh on the coca cola side of life and has a bottle of coke. 

http://www.hongkiat.com/blog/brilliant-creative-billboard-advertisements/ (Links to an external site.)Links to an external site.

Visually I see a refreshing bottle of coke.Desire, interest

Headlines- I am aware of the coca cola company a known name and product

subheads- I am thirsty for a coke

My attention is awakened.

Weingold, M.F. & Arens W.F. (2018) M. Advertising (3rd ed.) New York N.Y. Irwin/ McGraw- Hill