Overview
Integrated Marketing Communications: Advertising, Public Relations, and More.
Imagine, as a marketing consultant with FEMSA.you have been assigned the task of purchasing media for their advertising campaign in the Canadian market. Prepare a presentation for the CEO and senior management of FEMSA that includes the following details.
In your presentation
- Discuss the steps to determine how you would select a media venue for FEMSA in the Canadian market, considering that most of Canada is English speaking, except Quebec, which is French speaking.
- Identify each of the five Ws for your media planning.
- Identify the three most important media buying rules.
- Analyze as to why they apply to your client.
Media Buying presentation
- must be ten to twelve double-spaced slides in length (not including title and references slides and formatted according to APA style.
- must use speaker’s notes feature of PowerPoint document.
- must include a separate title slide with the following in title case:
- title of presentation in bold font
- Space should appear between the title and the rest of the information on the title page.
- student’s name
- name of institution (The University of Arizona Global Campus)
- course name and number
- instructor’s name
- due date
- title of presentation in bold font
- must utilize academic voice.
- must include an introduction and conclusion paragraph.
- Your introduction paragraph needs to end with a clear thesis statement that indicates the purpose of your paper.
- must use at least four credible sources in addition to the course text.
- must document any information used from sources in APA . Must include a separate references slide that is formatted according to APA Style as outlined in the Writing Center.
The Five Ws
Who? Who refers to the target audience. The target market and target audience are generally very similar, but not always. Often the target audience is different from the target market because the company wants to reach only a subset of the target market with the message. Think of advertisers involved in the cereal industry. Many cereals are consumed by children. Since many children do not have the ability to buy cereal, parents typically make purchases. The parents purchase the cereal, which is consumed by the children. Children may have some influence on the parent's purchase. Because of that, many cereal advertisers include children in their target audience because kids often see an ad about product and then persuade parents to purchase the product. In this case, the target market is adults, but the target audience is children.
When? When represents the best times to advertise. Most products have buying times or buying seasons associated with them. Marketers and advertisers must be ready to sell products when the consumer is ready to purchase. Advertising when consumers aren't engaged in the purchase or don't see a need or want for the product is a waste of time, effort, and money. Because of this, media buys are timed. The result is a media flighting chart or media schedule.
Why? Why refers to the rationale in making the media purchase. Why is one vehicle (type of medium) better than another? Why is the timing for the advertising selected? These decisions help create a more efficient advertising plan.
What? What indicates the items that need to be communicated to the target audience. What specifically, is the advertiser trying to tell the audience? What unique aspect of the product or service would the audience like to know?
Where? Where indicates resource allocation. Typically this refers to the budget and available monies that can be spent on each of the various media under consideration. At some point in the plan, the advertiser must indicate how much money will be spent on the individual media buys and the total media buys.