individual assignment intergrated marketing comunication

The evaluation of different mediatypes, such as television, radio, and print, is also examined,underscoring the importance of assessing reach, demographics, andreturn on investment.. - C

Individual Assignment

October 15th 2023 **********************************

Student Name : Lê Thị Linh Chi

Class subject : MKT1805

Course : Intergrated Marketing Comunication

MKT304

I Introduction 1

II Chapter 6: Source, Message, and Channel Factors 1

1 Source Factors 1

2 Message Factors 1

3 Channel Factors 2

III Chapter 7: Establishing Objectives and Budgeting for the Promotional Program 2

1 Establishing Objectives 2

2 Budgeting for the Promotional Program 3

IV Chapter 11: Evaluation of Media: Television and Radio 4

1 Television Evaluation 4

1.1 Reach and Audience Demographics 4

1.2 Ratings and Share 4

1.3 Cost Efficiency and ROI 4

2 Radio Evaluation: 4

2.1 Reach and Listening Patterns 4

2.2 Frequency and Repetition 5

2.3 Cost Considerations 5

V Chapter 12: Evaluation of Print Media 5

1 Evaluation of Print Media 5

1.1 Reach and Circulation 5

1.2 Target Audience and Demographics 6

1.3 Ad Placement and Design 6

1.4 Response and ROI 6

VI Chapter 13: Support Media 6

1 Support Media 6

1.1 Definition and Purpose 6

1.2 Types of Support Media 7

VII Conclusion 7

VIII References 8

- The discussion revolves around crucial aspects of marketing and advertising strategies, emphasizing the significance of effective communication, goal-setting, and media evaluation It delves into key factors influencing communication, including source credibility and message clarity, while highlighting the importance of aligning objectives with broader business goals Additionally, the allocation of resources and budgeting for promotional programs is explored, emphasizing the need for flexibility and a balanced focus on short-term gains and long-term objectives The evaluation of different media types, such as television, radio, and print, is also examined, underscoring the importance of assessing reach, demographics, and return on investment Together, these elements form a comprehensive framework for businesses to connect with their target audience, optimize resources, and gauge the impact of their promotional endeavors, ultimately contributing to overall business success

- Credibility and Expertise: The credibility and expertise of the source greatly influence how the message is received People are more likely

to trust and pay attention to information from credible and knowledgeable sources

- Attractiveness and Likeability: People are often more receptive to messages delivered by individuals they find attractive or likable This can be applied in marketing, where companies use celebrities or relatable figures to endorse their products

- Authority and Status: Messages from figures of authority or high status tend to carry more weight

- Clarity and Simplicity: Messages that are clear and easy to understand are more likely to be effective Avoiding jargon and complex language

is important, especially when communicating with a diverse audience

- Relevance and Significance: Messages need to be relevant to the receiver's interests or concerns

- Emotion and Persuasion: Emotions play a significant role in communication Messages that evoke emotions are more likely to be remembered and acted upon

- Medium and Channel Selection: The choice of medium (e.g, face-to-face, email, phone call) affects how a message is received

- Feedback and Interaction: Effective communication involves a two-way exchange Providing opportunities for feedback and interaction allows for clarification and ensures the message is understood correctly

- Noise and Distractions: External factors that interfere with the transmission of the message are known as noise This could be anything from a loud environment to technical glitches during a video conference Minimizing noise is crucial for effective communication

Application Examples:

Nike - "Dream Crazy" Campaign

https://www.wk.com/work/nike-dream-crazy/

- Credibility and Trustworthiness: Nike is a globally recognized and trusted brand in the sportswear industry

- Relevance and Alignment: The campaign targets athletes and individuals with a passion for sports and achieving their dreams

Message Factors:

- Inspiring Storytelling: The ad features Colin Kaepernick, known for his activism in sports, and delivers a powerful message about overcoming challenges and pursuing dreams

- Bold Statement: The ad encourages viewers to "believe in something, even if it means sacrificing everything," aligning with Nike's commitment to social causes

Channel Factors:

- YouTube: The campaign's video ad was strategically placed on YouTube, a platform popular for video content and reaching a wide audience

- Social Media: Nike leveraged its strong presence on platforms like Instagram and Twitter to promote the campaign and engage with its audience

Promotional Program

- Clear and Specific Goals: Objectives should be specific, measurable, achievable, relevant, and time-bound (SMART) This provides a clear direction for the promotional program and enables evaluation of its effectiveness

- Align with Overall Business Goals: Promotional objectives should align with the broader business objectives

- Consideration of Target Audience: Objectives should take into account the characteristics, preferences, and behaviors of the target audience

- Short-term and Long-term Objectives: Objectives should balance short-term gains with long-term goals

2 Budgeting for the Promotional Program

- Allocation of Resources: Allocate resources based on the objectives and the strategies needed to achieve them This includes budgeting for advertising, promotions, public relations, and other marketing activities

- Consideration of Competitive Landscape: The budget should be competitive in the context of the industry and market If competitors are heavily investing in online advertising, a company may need to allocate a significant portion of their budget to digital marketing

- Flexibility and Contingency: Allow for some flexibility in the budget

to adapt to unforeseen circumstances or opportunities This might involve setting aside a portion of the budget for experimental or innovative marketing initiatives

- Monitoring and Measurement: Allocate resources for tracking and measuring the effectiveness of the promotional program This could involve tools for tracking website traffic, monitoring social media engagement, and analyzing sales data

Application Examples:

Coca-Cola - "Share a Coke" Campaign

https://www.brandsvietnam.com/campaign/11-Coca-Cola-Share-a-Coke

Objective: Coca-Cola aimed to reignite consumer engagement and

boost sales by creating a personal connection between consumers and the brand

Budgeting: The "Share a Coke" campaign involved a significant

budget allocation This covered the costs of manufacturing personalized bottles, in-store displays, and a comprehensive marketing campaign

Execution: Coca-Cola replaced their traditional logo on bottles with

popular names and labels like "Friends" and "Family." They invested

in extensive in-store displays, ensuring the personalized bottles were prominently featured The brand also allocated budget for a social media campaign, encouraging consumers to share their personalized Coke moments

1.1 Reach and Audience Demographics

- Understanding Viewership: It's important to know the total number of viewers reached by a television program or advertisement

- Demographic Data: Analyzing the audience's age, gender, location, and other demographics helps in targeting specific market segments

1.2 Ratings and Share

- Ratings: This measures the percentage of the total potential audience that watched a particular program

- Share: It indicates the percentage of people watching TV at a given time who are tuned into a specific program

1.3 Cost Efficiency and ROI

- Cost per Thousand (CPM): It quantifies the cost of reaching one thousand viewers and helps compare the cost-effectiveness of different programs or time slots

- Return on Investment (ROI): Evaluating the revenue generated from a

TV campaign in comparison to the expenses incurred

2.1 Reach and Listening Patterns

- Total Audience Reach: Similar to television, this measures the total number of listeners reached by a radio station or program

- Time Spent Listening (TSL): How long listeners stay tuned to a particular station or program

2.2 Frequency and Repetition

- Frequency: How often an advertisement airs on a radio station Higher frequency can reinforce the message

- Effective Frequency: The number of times an ad must be heard for it to have an impact

2.3 Cost Considerations

- Cost per Spot: The cost associated with airing a single radio spot This helps in budgeting and comparing different stations or time slots

- Package Deals and Sponsorships: These can offer cost savings and additional exposure

Application Examples:

Television

Apple - "1984" Commercial

https://www.brandsvietnam.com/19957-Quang-cao-1984-huyen-thoai-cua-Apple

Objective: Apple's objective was to introduce the Macintosh computer

and position it as a revolutionary product in the tech industry

Media Evaluation: The impact of this iconic ad was assessed by

considering factors like increased brand awareness, discussions in media and tech communities, and overall sales of the Macintosh

Outcome: The "1984" commercial is widely regarded as one of the

most influential advertisements in history It generated massive buzz and established Apple as an innovative and disruptive force in the tech industry

McDonald's - "I'm Lovin' It" Jingle

https://pitchfork.com/thepitch/1227-the-contentious-tale-of-the-mcdonalds-im-lovin-it-jingle/

Objective: McDonald's aimed to create a memorable and catchy jingle

that would reinforce their brand and resonate with customers

Media Evaluation: The success of the "I'm Lovin' It" jingle was

measured through customer surveys, brand recall studies, and tracking

of social media mentions and user-generated content featuring the jingle

Outcome: The jingle became an integral part of McDonald's branding

and is widely recognized worldwide It successfully achieved McDonald's objective of creating a memorable and recognizable audio signature for the brand

1 Evaluation of Print Media

1.1 Reach and Circulation

- Circulation Numbers: The total number of copies distributed or sold by

a print publication This indicates the potential audience size

- Readership Data: This provides information about how many people,

on average, read each copy of the publication

1.2 Target Audience and Demographics

- Understanding Readership Profiles: Analyzing the demographic characteristics of the publication's readership helps in targeting specific market segments

1.3 Ad Placement and Design

- Positioning of Ad: The location of the ad within the publication (e.g., front page, inside pages) can impact visibility and effectiveness

- Ad Creativity and Design: The visual appeal and messaging of the ad play a crucial role in capturing the reader's attention

1.4 Response and ROI

- Tracking Responses: Monitoring the number of inquiries, website visits,

or sales generated as a result of the print ad

- Return on Investment (ROI): Evaluating the revenue generated from the print campaign in comparison to the expenses incurred

Application Examples:

Dove - "Real Beauty" Campaign in Magazines

Objective: Dove's objective was to challenge traditional beauty

standards and promote body positivity and self-acceptance

Media Evaluation: The success of Dove's "Real Beauty" campaign in

print media was evaluated through metrics like brand sentiment analysis, reader surveys, and tracking of social media engagement related to the campaign

Outcome: The "Real Beauty" campaign received widespread acclaim

and generated extensive media coverage It sparked important conversations about body image and empowerment, and Dove saw a significant increase in positive brand sentiment

1 Support Media

- Non-Traditional Channels: Support media includes unconventional advertising platforms beyond the traditional ones like TV, radio, and print

- Enhancing Reach and Frequency: Support media is used to increase the overall exposure of a campaign, reaching target audiences through different touchpoints

- Transit Advertising: Placing ads on vehicles, such as buses, trains, subways, or taxis This allows for exposure to a mobile audience

- Outdoor Advertising: Billboards, posters, and signs placed in high-traffic areas They provide visibility to a wide audience

- Point-of-Purchase (POP) Displays: Promotional materials located at or near the checkout counter in retail environments, encouraging impulse purchases

- Product Placement: Integrating a product or brand into a TV show, movie, or other media content

- Promotional Products: Branded items like pens, mugs, or T-shirts distributed as freebies, helping to keep the brand in front of the consumer

Application Examples:

IKEA - Online Room Planning Tools

https://www.ikea.com/ph/en/planners/

Objective: IKEA aims to assist customers in visualizing and planning

their interior spaces using IKEA products

Support Media: IKEA offers online room planning tools that allow

customers to design and visualize rooms using IKEA furniture These tools are available on their website and mobile app

Outcome: By providing this support tool, IKEA enhances the customer

experience and encourages them to consider IKEA products for their home It simplifies the shopping process and increases the likelihood of purchase

- In conclusion, this discussion has provided a comprehensive overview

of key elements in marketing and advertising strategies It has

objectives, and meticulous media evaluation By understanding the nuances of source credibility and message clarity, businesses can enhance their communication efforts Aligning objectives with broader business goals and allocating resources judiciously are fundamental steps in the success of promotional programs Additionally, the evaluation of media channels like television, radio, and print allows for informed decision-making and optimal resource utilization By incorporating these principles, businesses can forge stronger connections with their target audience, maximize the impact of their campaigns, and ultimately achieve overarching business success

VIII References

1 Lumen “Channels of Business Communication | Principles of Management.” Lumen Learning, https://courses.lumenlearning.com/wm-principlesofmanagement/chapter/

channels-of-business-communication/ Accessed 2 October 2023

2 Source, Message and Channel Factors – What do they mean in IMC (2012, October 7) group l Retrieved September 28, 2023, from

https://groupl.wordpress.com/2012/10/07/source-message-and-channel-factors-what-do-they-mean-in-imc/

3 Establishing Objectives and Budgeting for the Promotional Program (2012, October 7) sabkepasand Retrieved September 28, 2023, from

https://sabkepasand.wordpress.com/2012/10/07/chapter-7/

4 AIContentfy team “The Benefits of Influencer Marketing for Product Launches.”

AIContentfy, 11 August 2023, https://aicontentfy.com/en/blog/benefits-of-influencer-marketing-for-product-launches Accessed 2 October 2023