IMC
Advertising and Promotion
By
Dr. Raafat Youssef Shehata
Contents
Introduction to Integrated Marketing Communications
 The Role of IMC in the Marketing Process ,Market
Segmentation and Positioning
 Perspectives on Consumer Behavior: Implications for
Integrated Marketing Communications
 The Communications Process
 Communications Theory: Source, Message and Channel
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Establishing Objectives for the IMC Program
Budgeting for Advertising and Promotion
Media Planning and Strategy
Promotional tools
Evaluation of promotional tools
Belch, George E. and Michael A. Belch,
Advertising & Promotion, 5th Edition,
McGraw Hill.
Integrated Marketing Approach

Traditional mass media
Television, radio, magazines, newspapers,
billboards
 Now drive consumers to Web sites

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Online strategies
Provide detailed information
 Be experiential, entertaining, interactive
 MySpace, YouTube, Facebook, wireless mobile
media devices, e-mail

`
Marketing Mix

The four Ps
Product
Price
Place
Promotion
The Promotional Mix
Advertising
Direct Marketing
Interactive/
Internet Marketing
Sales Promotion
Publicity/Public
Relations
Personal Selling
Selection of promotional tool
-During the launch of BMW 7th series the company had invited
100 persons(who are using either BMW or Mercedes) with their
spouses to a dinner in the white house restaurant in the four
season
-The BMW car with a driver will pick the audience from home to
dinner and the opposite
-45 persons they decided to buy the car
Fill criteria 4 Cs
1.
Communication effectiveness
2.
Cost
3.
Control
4.
Credibility
Communication tools
Advertising

Paid forms of non-personal communication
About an organization, product, service, or idea
by an identified sponsor
 No feedback from audience
 Important for products and services aimed at
mass consumer markets
 Cost effective

The Five Ms of Advertising
Channel versus vehicle
Flash mob
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A flash mob is a group of people who assemble
suddenly in a public place, perform an unusual and
sometimes seemingly pointless act for a brief time,
then disperse, often for the purposes of
entertainment or advertising
Flash mobs are organized via telecommunications,
social media, or viral emails.
Coca-Cola conducted a flash mob in Dandy Mall
which brought everything home
Flash mob videos
Advertising jingle
Advertising jingle
A jingle is a short tune used in advertising and for
other commercial uses.
 The jingle contains one or more hooks and lyrics
that explicitly promote the product being
advertised, usually through the use of one or more
advertising slogans.
 Ad buyers use jingles in radio and television
commercials
 Jingles are a form of sound branding.

TOP 10 JINGLES OF THE CENTURY
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
You deserve a break today (McDonald's)
Be all that you can be (U.S. Army)
Pepsi Cola Hits the Spot (Pepsi-Cola)
M'm, M'm good (Campbell's)
See the USA in your Chevrolet (GM)
I wish I was an Oscar Meyer Wiener (Oscar Mayer)
Double your pleasure, double your fun (Wrigley's Doublemint Gum)
Winston tastes good like a cigarette should (Winston)
It's the Real Thing (Coca-Cola)
A little dab'll do ya (Brylcreem)
Advertising Wears Out
-One of the challenges facing marketers is determining
the most effective level of advertising exposure for a
brand, while maintaining a given budget.
-Conceptually, the media planner could choose
continuous advertising or follow a strategy of pulsing .
-The decision is important because the wrong one will
considerably affect customer response.
Advertising Wears Out
-When advertisements are run at a low frequency (very
few times), they run a risk of going unnoticed. The
first time customers view an advertisement, a
majority of the time, the message doesn't even
process in their minds.
-On the other hand, when an advertisement is run at a
high frequency, advertising wear-out may occur.
Therefore, the task at hand is finding just the right
frequency for a positive response.
Wear-Out
 Occurs
when successive exposures no longer have
positive impact on audience
 2 explanations:
 (a) Complete information already absorbed
 (b) Irritating
 Ways to combat wear-out:
 (a) Provide reward to audience e.g., entertainment
 (b) Space exposures over time
 (c) Run multiple executions of same campaign theme
Advertising reference
Advertising awards
Advertising awards
Cannes Lions international advertising festival
 Clio awards
 The Advertising Creative Circle (London)
 British television advertising awards
 Dubai Lynx international advertising festival
 MENA Cristal Festival
 Galaxy awards (Japan)
 Cristal festival Europe
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Advertising process
Steps of advertising process
Brief
 Brainstorming
 Idea selection
 Presentation to client
 Production brief
 Budgeting
 PPM
 Production
 Post production…. Delivery
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Advertising tools
T.V.
Radio
Press
Ad tools
Online
Indoors
Outdoors
T.V. ads
360 campaign
360 campaign
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Our tool “Communication 360°” quickly and effectively helps to choose
communication channels which are optimal for your target audience and
correspond to the advertising campaign tasks at most.
The communicative map is based on the data from Russian Target Group
Index – multimedia study that represents more than 40 various types of
communicative channels, from TV to beauty salons.
"Communication 360°" covers the traditional channels (TV, radio, print
media, the Internet, outdoor, cinemas) as well as the new ones such as
indoor, eating out, fitness.
The chart shows all spectrums of channels, that "Communication 360°"
can analyze. The numbers show the amount of particular channels. For
example, Russian Target Group Index measures 183 space channels.
Advertising storyboard
Advertising storyboard

Storyboarding is a planning convention used in
television, film, cartoons and even advertising.

It is the part of the pre-production process in which
artists draw comic book-like representations of what
the advertisement will look like -- a series of panels
that represent the planned shots that will eventually
be filmed.
Advertising storyboard
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A storyboard is rough representation of a finished rich
media advertisement, “frame” by “frame” (or
screenshot by screenshot).
This will usually be presented to a client for approval
before work is started.
A storyboard generally includes graphics (rough
sketches or representations of objects, rather than
the finished product), text, fonts, links, calls to action
etc.
Storyboarding is used extensively in video
production, TV commercial production and website
production, as well as in interactive advertising
PPM
PPM
Pre-Production Meeting
-The agency producer runs the PPM, which will include
representatives from the brand team, agency creative and account
teams, the director or photographer and his/her producer, and
depending on the project, specialists such as the stylist, set
designer, or home economist.
-The agency producer will have an agenda that covers everything
from the objectives of the advertising to the director’s vision and
shooting board, casting, wardrobe, hair and make-up, set/locations,
props, product/packages, editorial versions, schedules, and more.
-Ideally, the PPM will be held at least two days before the start of the
shoot – that buffer time allows the production team to handle any
changes coming out of the PPM discussion.
Production
There are 3 stages of production:

Preproduction
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
Production
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All work before actual shooting/recording
Period of filming, taping, or recording
Postproduction

Work after commercial is filmed or recorded
Preproduction Tasks

Selecting a director

Choosing a production company

Bidding
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Cost estimation and timing
Preproduction Tasks

Production timetable
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Set construction
Location
Agency and client approvals
Casting
Wardrobes
Preproduction meeting
Production Tasks
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Location versus set shoots
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Night/weekend shoots
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Talent arrangements
Postproduction Tasks
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Editing
Processing
Recording sound effects
Audio/video mixing
Release/shipping
h
Advertising agencies
Local agencies
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Kairo ……..Hesham El Laban
KTP ………..Mohmed Hamdalla –Ashref Cogy
Mahdy’s ….. Tamer Mahdy and Hesham Mahdy
MI7
Tarek Nour ……. TNC ,TNA ,DDB, Nour Badie
Animation
Advantage
Synergy
Hit
Creative lab
Hala Mahran
Inhouse (Mohamed zazaa)
Multinational agencies
1-Publicis
 Leo-burnett
 Publicis graphics
 Saatchi & Saatchi
2-BBDO
 Impact
 Strategies
 TBWA
Multinational agencies
3-WPP
 JWT
 Memac Oglivy
4-Maccan Arixon
 Fortune Promo 7
Production houses
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Light house ….. Fady Fahim
Final cut ………Amr Arafa
ASAP………….Sherif Arafa
Hana film …..Hesham Soliman
Film Marshals ……Moataz Thabet
Designing logos
Logo
-Basic tool for building corporate image
-Must have attractive colors
Objectives
-Attractive attention
-Create impression
-Create recognition
-Give information
Mechanism / message of logo
1-Symbolic :
-representing the activity , name of the organization
e.g. Shell - Hyundai
2-Expressive:
-Creating impression relevant to the organization
e.g. Nike
3-Recognizable
-Creating identification e.g. Vodafone
Communication process
By
Dr. Raafat Youssef Shehata
The Nature of Communication
The communication process is complex, and often
unsuccessful
Forms of Encoding
Verbal
• Spoken
Word
• Written
Word
Graphic
• Pictures
• Drawings
• Charts
Musical
Animation
• Arrangement
• Action/
Motion
• Instrumentation
• Pace/
Speed
• Voices
• Shape/
Form
Distortion
Change in message on handling
 Pepsi (……………….)
 Management: Sharp use of language/ Feedback

Successful Communication
Select an appropriate source
Develop a properly encoded message
Select appropriate channel for target
audience
Receive feedback
Successful Communication


Successful communication is accomplished when the
marketer selects an appropriate source, develops an
effective message or appeal that is encoded properly,
and then selects the channels or media that will reach
the target audience.
Marketers are very interested in feedback, that part of
the receiver’s response that is communicated back to
the sender. Feedback, which may take a variety of
forms, closes the loop in the communications flow and
lets the sender monitor how the intended message is
being decoded and received
Issues in the Regulation of
Promotion
Promotional puffery

Puffery as a legal term refers to promotional
statements and claims that express subjective
rather than objective views, which no
"reasonable person" would take literally.

Puffery serves to "puff up" an exaggerated
image of what is being described and is
especially featured in testimonials
Communication strategies
1.
2.
3.
4.
Push strategy
Pull strategy
Strategy mix
Profile strategy (corporate advertising)
Corporate advertising
Main indications :
1.
2.
Crisis
New company launch
Source, Message,
and Channel Factors
By
Dr. Raafat Youssef Shehata
Advertising Message
Some Advertising Targets Professionals
Like This Ad Aimed at Doctors
What Message Strategy
is Being Used Here?
Message Structure
Recall
Order of Presentation
Beginning
Middle
End

Research on learning and memory indicate that items
presented first and last are remembered better than those
presented in the middle. As this chart shows, the
strongest arguments should be placed at the beginning or
end of the message, never in the middle.

Presenting the strongest arguments at the beginning of
the message assumes a primacy effect is operating,
whereby information presented first is most effective.

Putting the strong points at the end assumes a recency
effect, whereby the last arguments are most persuasive.
Message Sidedness
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A one-sided message mentions only positive attributes
or benefits. A two-sided message presents both good
and bad points.
This ad for Buckley’s cough syrup is a good example of
a two-sided message. Ads for the brand typically poke
fun at the cough syrup’s terrible taste, but also suggest
that the taste is a reason why it is effective.
The humorous, two-sided ads have helped make the
Buckley’s one of the leading brands of cough syrup in
Canada, and the company is using the campaign to
enter the U.S. market.
Message Sidedness

Marketers must also decide between message
sidedness styles:

One-sided message.
• Mentions only positive attributes or benefits.

Two-sided message.
• Mentions both good and bad attributes.

Refutation.
• Special type of two-sided message.
• Communicator presents both sides of an issue and then refutes.
Objectives of Promotional
campaigns
Direct & Indirect sources

A direct source is a spokesperson who delivers a
message and/or endorses a product or service,
like across Hayden Panettiere, who appears in
this ad sponsored by The Milk Processor
Education Program.

An indirect source doesn’t actually deliver a
message, but draws attention to and/or enhances
the appearance of the ad.
Source Credibility
Ethical
Knowledgeable
Skillful
Trustworthy
Source
Believable
Experienced
Unbiased
Honest
Experts Lend Authority to an
Appeal

This slide shows an ad for Dove soap, which
promotes the fact that it recommended by
dermatologists who are experts in skin care.

This is an example of the use of source
credibility where companies use endorsements
from individuals or groups recognized as
experts.
Advertising Risks of Using
Celebrities
The celebrity may overshadow
the product being endorsed
The celebrity may be overexposed,
reducing his or her credibility
The target audience may not be
receptive to celebrity endorsers
The celebrity’s behavior may pose
a risk to the company
Advertising Message
High
involvement
Low
involvement
Rational product attribute appeals
Information provision Benefit claims
Emotional image-based appeals
Social, ego, hedonic orientation
Clever Ads Encourage Low
Involvement Learning
Computers are high-involvement,
highly differentiated products
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Advertising Execution Techniques
Rational advertising

Factual

Demonstration

Comparison

Name calling

Slice of life
Emotional advertising

Testimonial or endorsement

Animation

Music

Fear

Humor

Sex

lifestyle
•Joy
•Love
•Pleasure
•Pride
•Safety
•Security
•Self-esteem
•Combinations
Apple Uses a Testimonial
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Creative advertising
Planning and
Development
By
Dr. Raafat Youssef Shehata
What Makes Effective Advertising?
Sound
Strategy
Consumer’s
View
Persuasive
Effective
Advertising
Break
Clutter
Deliver on
Promises
Doesn’t
Overwhelm
An Advertising Campaign
Integrated
Interrelated
Marketing
Communication
Activities
Coordinated
In Different
Media
Centered on a Theme
or Idea
Over a Time
Period
Advertising Campaign Themes
The central message that will be communicated
in all IMC activities
Miller
Lite
“ Marlboro
country”
BMW
“ The ultimate
driving
machine”
General Mills,
Wheaties
“The
breakfast of
champions”
Developing a Creative Strategy
Creative Strategy
Target
audience
identity
Basic
problem,
issue,
opportunity
Major
selling
idea or
key
benefit
Any
supportive
information
Creative Strategy
Implementation and Evaluation
Transformational Ads

A transformational advertisement is one which
associates the experience of using (consuming) the
advertised brand with a unique set of psychological
characteristics which would not typically be associated
with the brand experience to the same degree without
exposure to the advertisement. Thus, advertisements in
this category "transform" the experience of using the
brand by endowing this use with a particular experience
that is different from that of using any similar brand. It is
the advertisement itself which links the brand with the
capacity to provide the consumer with an experience
that is different from the consumption experience that
would normally be expected to occur without exposure
to the advertisement.
Transformational Ads
Feelings
Meanings
Richer
More
Exciting
Images
The ads
create . . .
It must make the
product use
experience . . .
Beliefs
Warmer
More
Enjoyable
Teaser advertising
Advertisers introducing a new product often use
teaser ads, which is designed to build curiosity,
interest, and/or excitement by talking about the
new product, but not actually showing it.
 Teaser ads, also called mystery ads, are also
used for new movies or TV shows. They are
especially popular among automotive advertisers
for introducing a new model or announcing
significant changes in a vehicle.
