onononononono nonononononon onononononono nonononononon onono^^^onono □On^BRS/^On I 1MJ ^ MASARYKOVA UNIVERZITA M/ □ o d*/^]^ Pa o n ononouv^uonono nonononononon onononononono nonononononon onononononono nonononononon onononononono dodododododod onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono □ odododododod onononononono nonononononon onononononono nonononononon PV231 Class 4 Integrated Marketing Communications Strategy Course Faculty of Informatics SSME Program PV231 Integrated Marketing Communications SPRING 2011 OOOnODODOOODO nonononononon onononononono nonononononon onononononono □ ODOnonononon onononononono onononononono MASARYKOVA UNIVERZITA www.muni.cz Tento projekt je spolufinancován Evropským sociálním fondem a státním rozpočtem České republiky. EVROPSKÁ UNIE b^^^ I MINISTERSTVO ŠKOLSTVÍ, MLÁDEŽE A TĚLOVÝCHOVY OP Vzdělávání pro konkurenceschopnost INVESTICE DO ROZVOJE VZDĚLÁVÁNI nonononononon onononononono □onoDODODonon onononononono PV231 Integrated Marketing Communications SPRING 2011 onononononono nonononononon onononononono nonononononon onono^^^onono □On^BRS/^On I 1MJ ^ MASARYKOVA UNIVERZITA M/ □ o D*/4]^ Pa o □ ononouv^uonono nonononononon onononononono PROGRAM Room G101 nonononononon onononononono nonononononon O □onononononon onononononono nonononononon onononononono 08:00 - 10:15 Lecture 10:15-10:30 Short Break 10:30 - 11:30 Lecture 11:30 - 11:50 Team Work & Exercises onononononono nonononononon onononononono nonononononon O nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon Tento projekt je spolufinancován Evropským sociálním fondem a státním rozpočtem České republiky. nonononononon onononononono nonononononon f7% <"> LBW9 I F^fiř*T i vi i 6 INU * ■HB I I ministerstvo školství, op Vzdělávání VMIIt/ EVROPSKÁ UNIE ^0 ■ mládeže a tělovýchovy pro konkurenceschopnost J4Hkvf' nonononononon onononononono INVESTICE DO ROZVOJE VZDĚLÁVÁNÍ nonononononon onononononono □onononononon onononononono □ onononononon PV231 Integrated Marketing Communications SPRING 2011 onononononono nonononononon o □ □ o o □ □ o o □ □ o o □ □ o o □ □ o o □ □ o o □ □ o o □ □ o Project Deliverables Research Report May 23th Creative Brief May 25th Final IMC Plan DRAFT May 30th Creative Pitch May 30th Final IMC Presentation June 2nd Final IMC Plan June 2nd AAARKET ANALYSIS Industry & Category Overview Project Goal & Overview Executive Summary Executive Summary Consumer Behavior Analysis Research Insight Summary Research Report Research Report Competitive Analysis Audience, Message, Media Overview IMC Plan Communication Strategy: IMC Plan Communication Strategy: Brand/Product/ Service Analysis & SWOT Schedule & Budget Audience, Message Execution Strategy: Media, Schedule, Budget, Measurement Creative Strategy: Branding Ideas, Creative/Design Short 5-7 minute presentation of the plan ideas 20-minute presentation of all ideas in front of the client Audience, Message Execution Strategy: Media, Schedule, Budget, Measurement Creative Strategy: Branding Ideas, Creative/Design Research Insights Visual/Creative Strategy Overview Conclusion Conclusion Housekeeping items e Soiree at Ambra, Wed, May 23, 18:00. Please confirm ■> Rewards for top 3 teams ■> Creative Brief due Friday, May 18 □ onononononon onononononono o°o°o°o°o°o°o PV231 Integrated Marketing Communications SPRING 2011 onononononono nonononononon onononononono HOMEPAGE TODAY'S PAPER VIDEO MOST POPULAR TIMES TOPICS Log In Register Now Help She iN'rtu Jjjork Simcs Search All NYTimes.com ■ W ■ w ■ ■ ■ ^^^^^^ niuicnj TECHNOLOGY SCIENCE HEALTH SPORTS OPINION ARTS STYLE TRAVEL JOBS REAL ESTATE Ha Search Global DoalBook Markets Economy Energy Media Personal Tech Small Business Your Money 24/7 CLAIMS ASSISTANCE OUR HOME INSURANCE HELPS PROTECT YOUR RESIDENCE AND YOUR PEACE OF MIND. FIND OUT MORE > Liberty Mutual. I.H.T. SPECIAL REPORT: CENTRAL EUROPE South Moravia Expands as Information Hot Spot By JACY MEYER Published: May 22, 2011 PRAGUE — One of Central Europe's fastest-growing regions is South Moravia, centered on the city of Brno, in the Czech Republic. Related Staying Power in Central Europe (May 23,2011) New Twists on Old Crafts (May 23, 2011) Central and Eastern Europe Lag in Innovation (May 23,2011) An information technology hot spot for more than a decade, with a focus on investment and innovation, the area is working strategically to bring in businesses and ideas that fit its research-led vision. RECOMMEND |gj TWITTER SIGN IN TO E-MAIL Q PRINT Ijjl REPRINTS □ SHARE Log in to see what your friends are sharing on nytimes.com. Privacy Policy | What's This? What's Popular Now g] \ ■P Log In With Face book Supreme Court Upholds Order to Reduce Calif. Prison Population Saudis Arrest Woman Leading Right-to-Drive Campaign Snow Flower •ndflv SECRET FAN WATCH THE TRAILER Of the 209 investments made in 2010 by Czechlnvest, the government's investment and business development agency, 52, worth a total 2.25 billion korunas, or $130 million, went to South Moravia. □ ODODODODODOD onononononono nonononononon Download our FREE white paper on energy efficiency, plus enter to win an iPad ! o □ o □ o □ □ o □ o □ o o □ o □ o □ □ o □ o □ o o □ o □ o □ □ o □ o □ o o □ o □ o □ □ o □ o □ o o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o \ no nlo'n o □ o_ů o □ o □ P * / O _•_ j_ ' \ Appk<*ati©>n° or design strategy Overview onononononono □ onononononon nonononononon onononononono □ onononononon onononononono DODODODODODOD onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono □ ODODODODODOD onononononono □ onononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon ononon^nonono ORÍi n o L|jew |euy 9i|} jo UCHSJ9A }JOl|S) IVSOdO^d JO d3raa 3AI1V3*D □ onononononon onononononono nonononononon onononononono □onononononon onononononono □ onononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon ononon^nonono ORI! □ o ^/S^JsV J 0 n nonononononon onononononono nonononononon onononononono Creative Brief Format • Creative Brief is a proposal for a creative/marketing strategy or tactic. If s a widely used format in the ad/ marketing world. It consists of: • Overview of your idea, • Branding & Positioning (Mood Board, Branding Map, Position) • Audience (Who is your target audience(s)?) • Message (What is the message you will try to communicate?) • Media (How will you communicate your message?) • Budget (Estimated costs of your proposed tactic/strategy) • Timeline (Estimated timeline of your proposed tactic/strategy) • Creative Image (Show your proposed creative images) onononononono □ onononononon "Wllatiiflli" Chicago Chapter □ onononononon Awareiiess Campaign: Initial Creative Brief Draft Overview/Goal To increase awareness of paralysis & CDRF in Chicago Audience Chicago residents. Focus on potential donors - more affluent, college educated, living in Chicago and prominent suburbs. Other focus: healthcare, sports, car accidents, family Message Chicagoans impacted by any form of paralysis would share their stories in a series of emotionally charged ads. Images would include real people from Chicago - men, women, children - in a black and white photography (journalistic authenticity). The stories would be told in 2-3 short sentences highlighting the "What If" theme. "What If" theme focuses on uncertainty and unpredictability in life. One day you are normal, the next day you cannot move. Media Direct mailing pieces, posters - Pro Bono printer Outdoor - CTA trains ads Pro Bono Magazines - Michigan Avenue, CS, Chicago Magazine Pro Bono? Internet through various Chicago sites/partners Video - stories could be made into videos Schedule End of February Budget « □ o □ o □ o □ o o □ o □ o □ □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ Asaivyis NOIlVDINflUWCD □ onononononon onononononono nonononononon onononononono □onononononon onononononono □ onononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon ononon^nonono ORI! □ o ^/S^JsV J 0 n nonononononon onononononono nonononononon onononononono CD m m Q) uq CD o í £ E £■ > 3 h) q_ O O 00 h) O n o 3 3 n d) h) O O Cl O O n o 3 3 n d) CD O 3 d) uq h) O Q) —\ uq CD ri- d> q_ Ô)' LH LH > Öo' ^ o dj CD uq r+ O n o 3 3 n oj r+ o O n o 3 3 o Q) o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ O □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o oyiNi Asaivyis viaaw □ onononononon onononononono nonononononon onononononono □ ODODODODODOD onononononono □ onononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono DODODODODODOD onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon ononon^nonono ORI! □ o ^^/SK3-N-V J 0 D nonononononon onononononono nonononononon onononononono onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono IMC Planning Process: Developing an IMC Plan Executive Summary ST & LT RESEARCH REPORT Research Insight Target Audience(s) Branding Strategy ■ Communication Strategy Media Strategy Positioning Strategy ROCI Measurement Strategy Schedule Visual/ Creative CONCLUSION References nonononononon onononononono □ ODODODODODOD Onononononono nonononononon onononononono □ onononononon —onononononono- Now; that's a brand loyalty - 82 tattoos of Julia Roberts _nnnnnnnnnnnnn_ nonononononon onononononono onononononono nonononononon onononononono nonononononon onononononono nonononononon □On^BRS/^On □ o 0^4]^ Pa o □ ononou^uonono n o n o o n o n n o n o 0 n o n n o n o o n o n n o n o O n o n □ O □ o O n o n n o n o o n o n n o n o 0 n o n n o n o o n o n n o n o O n o n n o n o o n o n n o n o O n o n n o n o O n o n n o n o o n o n n o n o O n o n n o n o o n o n n o n o O n o n n o n o o n o n n o n o O n o n n o n o o n o n □ o □ o 0 n o n n o n o o n o n n o n o ROCI MEASUREMENT onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono IMC Planning Process: Developing an IMC Plan Executive Summary ST & LT RESEARCH REPORT Research Insight Target Audience(s) Branding Strategy ■ Communication Strategy Media Strategy Positioning Strategy ROCI Measurement Strategy Schedule Visual/ Creative CONCLUSION References nonononononon onononononono □ ODODODODODOD onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono Example Budget/Timeline Audience #1 Medium #1 Timeline Cost Medium #2 Timeline Cost Medium #3 Timeline Cost TOTAL Measurement strategy for each medium Audience #2 Medium #1 Timeline Cost Medium #2 Timeline Cost Medium #3 Timeline Cost TOTAL Measurement strategy for each medium onononononono □ ODODODODODOD onononononono nonononononon Estimating ROC I Determine $ investment Determine goal, timeline & ROCI Students 200 000 CZK 100 new students in MICA 50 students chosen 10 business started By December 2011? ROCI? New grant Estimating ROCI Identify Consumer Group ■ Determine $ investment Determine goal, timeline & ROCI ■ Private Client Services $5,000 8 New Clients w/$100K assets $1,250x8 = $10,000 By December 2010? ROCI? Basics of Measurement - results difficult to measure in the past - 3 main reasons: 1. Time and timing (Messages work over time; Incentives work quickly) 2. Source of message or incentive (Source/medium is the message) 3. Those bothersome intervening variables (intent to purchase but other factors in the way) - need for organizational integration (online store) IMC Communication Planning Matrix There are both short-term fit long-term behavioral effects!!! Brand Messages Brand Incentives Short-term Awareness Trial Business returns Image Increased usage Building (fiscal year) Recognition Stockpiling Long-term returns (future years) Trust Reliability Perceived quality Advocacy Retention Migration Cross purchase Brand Building Increase, accelerate, stabilize cash flow Build or enhance shareholder value onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono Traditional attempts to measure marcom results: Hierarchy of Effects advocacy Lavidge & Steiner: Hierarchy of Effects Effect ofo/tfiiy©r<6isingjon:6onsumer; Movement from Awareness Action onononononono nonononononon DNiNNVid wyai-SNcn ^ Ny3i-iyoHS nonononononon onononononono □ onononononon onononononono DODODODODODOD onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono □ ODODODODODOD onononononono □ onononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon ononon^nonono riRii n o L person's reldbonsJiip will beclvaruyed fuiever, Wdlch cwi Ldnsefds follow them every step of the way, from the moment Ihey meet their new 'partners' to the frank therapy sessions that foftow. You've never seen television like this before! CONNECT BRAND HISTORY First issue of Playboy magazine, featuring a black-and-white photo of Marilyn Monroe (in a dress) promising inside full-color pictures of her nude. This first issue is the only issue of Playboy not to have the date on the cover. Hugh Hefner said he was not sure there would be a second issue. Also, this is the only cover that does not have an image of a "bunny" on the cover. PLAYBOY ENTERTAINMENT FOR MEN First issue 1953 PLAYBOY IS A LIFESTYLE MAGAZINE WITH SEXUAL SUBTLETY 7 Those roots took hold in 1953 in a Chicago apartment when Hefner set about starting his own magazine after being denied a $5 raise as an Esquire copywriter. He raised $8,000 (including $1,000 from his mother) to produce Playboy's first issue. The main hook: nude photos of Marilyn Monroe. It sold 54,000 copies, and the magazine was an instant hit. As its popularity grew, Playboy tried to maintain an air of sophistication, with fiction from authors like John Updike and Vladimir Nabokov bumping up against topless centerfolds. Despite helping spearhead the 1960s sexual revolution, Playboy felt the heat from newer, racier publications like Penthouse and, later, Hustler. Hefner briefly toyed with more explicit pictorials but chose to stick with a more tasteful approach. Heading into the 1970s, an estimated one-fourth of college men bought Playboy. The company went public in 1971, and the magazine's circulation peaked in 1972 at more than 7 million. TIME 10 Questions: TIME Magazine Interviews: Hugh Hefner imeMagazine 402 videos @ Subscribe BRAND NOW PLAYBOY'S SEXY REFEREE GAME Show off your basketball knowledge and WIN A FREE WEEK IN THE CYBER CLUB! FEATURES Do You Know Hoops? ir$ loumoy timol Playboy mod** : KENDRA WILKINSON See more of our sexy girl next door m the Playboy Cyber Club. A KIM KARDASHIAN -or go-gnoi.s Pii'i'^-'f pnotoa f 'fie Cyber Club. • e > GIRLS ENTERTAINMENT GIRLS SEE M.IVMITT BRAND LESSONS LEARNED Changed the culture Created new culture of sophisticated sex Changed sex perception Created huge brand empire Excellent example of a sustainable brand Understanding basic human needs, motivations It's all about VISUAL STIMULATION HUGH HEFNER IS & LIVES THE BRAND V sasDaaxa 3aiiv2*d nonononononon onononononono □ onononononon onononononono DODODODODODOD onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono □ ODODODODODOD onononononono □ onononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon ononon^nonono ORÍi n o l