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Integrated Marketing Communication- 02 advert

Group 12 presentation 21/02/12 5:40 - 6:00 Peel Building room 119 Salford university
by

James Evans

on 21 February 2013

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Transcript of Integrated Marketing Communication- 02 advert

Original Target Group and Message strategy b) sustain losses for n-years c) Recoup as you pivot business a) Acquire clients @ high cost Matrix Partners preso! Harvard Business Review How to lower the cost of enterprise sales? Rene Birthday 02 Advert Objectives S _ _ _ _ _ _ _ _ _ _ a s e m e d using Marketing Methods To examine Knowledge of Marketing Communications and communication tools, and the skills in applying contemporary arguments and perspectives about advertising OBJ Brand Which Medium Assessing Creative Appeals Original advert Selling Cognitive Strategies Affective Strategies Our Advert aims to change the image of 02 using an emotional appeal Understanding The Creative Brief Our advertisement is focused on the young generation Profits on a 25,000 software license Thus you invest to make every interaction with your client [+], such as bringing on success managers creating a significant increase in cost in Y2 and Y3. Traditional sales approach results in Enterprise buyers requiring a similar effort to earn a significant smaller
revenue. So SaaS says for you to build a business model based on future returns. Conative Strategies Is this the only way? LET"S GOOGLE IT! The Creative Brief original advert Creative brief new advert Saturated Market little threat from a new entry. Field dominated by big Internationals:-

Vodafone
EE
3 02 commands 27.1% of the UK mobile operator Market closest rival is Vodafone with 20.2%

http://www.marketingweek.co.uk/o2-trials-internet-calling-to-take-on-skype/3030917.article VS Bringing it all together Introduction Original advert Boring original And with success Terrible Marketing campaigns Evaluate Options Recognize Need A brand is a “name, term sign, symbol or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of the competition.”(Quoted in Keller et al, 2008, p.2) Kaperfers Brand Industry Prism Finds out
about it browsing the internet
passionate people (TED)
trusted advisors
sales superstars ? Tools Content Organization Methodology Hire, Train, Compensate and
organize in a flat Structure Trust, Provoke & Consult Leverage Social Media Make it Engaging & Fresh Change the O2 Advertise on the internet way How Group 12 Chris,
Ciprian,
James,
Rino,
Will Any Questions? Peter, Jimmy
The Team University of Salford New Advert ... Events are an easy way in which to link the consumer to the brand What I see ... in not addressing a changing environment O2 are leaving themselves behind ... There is an epidemic failure with the old advert which does not address the change to the environment 02 operate in ...and this leads people to grow tired of the brand Change Skills Expert in Engaging, Story Telling & Online Selling Company Strategy Don't forget IMC Presentation tomorrow Help me! Jive Spend on M&S Revenues Clients 2010 2011 $65M $46M 676 560 $45M $29M Diff $19M 77 $16M Year 1 cost of sales! 85% T H N A K Y O U P R E Z I 02 Example Why What How "TXT back see you later, What does that even mean?" Mcdonalds Perpetual Creative Appeals Rational appeals Emotional appeals We selected a number of key features we required in our ad Creative Appeal Features Rational Appeals Talking Head
Demonstration
Problem Solution
Testimonial
Slice of Life
Dramatisation
Comparative ads Endorsers Expert Endorsement
Celebrity Endorsement Emotional Appeals Humour
Fear
Warmth
Eroticism
Music As if they know something we don't Large and comprehensive budget Lack Consistency, Message constantly changing, Lots of Noise Selection of Tariffs handsets and extras available through the Network Young 15-40, Fun Loving, Like saving money but will not compromise lifestyle Technology driven transparency
In touch with the public
Ethical rather than Environmentally friendly
Feminine to success


http://news.o2.co.uk/2010/03/19/were-thinking-ahead-to-help-large-corporates-adapt-to-an-everchanging-world/ Maintain competitive advantage and UK primary mobile operator UK primary mobile operator TV and internet Emotional Strategy, remember the good moments Raise the profile of the Brand through a 10 year anniversary Saturated Market little threat from a new entry. Field dominated by big Internationals:-

Vodafone
EE
3 02 commands 27.1% of the UK mobile operator Market closest rival is Vodafone with 20.2%

http://www.marketingweek.co.uk/o2-trials-internet-calling-to-take-on-skype/3030917.article Large and comprehensive budget Lack Consistency, Message constantly changing, Lots of Noise Selection of Tariffs handsets and extras available through the Network Young 15-40, Fun Loving, Like saving money but will not compromise lifestyle Maintain competitive advantage and UK primary mobile operator UK primary mobile operator internet only Emotional Strategy, remember the good moments Raise the profile of the Brand through a 10 year anniversary Communications Plan Dagmar Model Generic messages Preemptive messages Unique selling proposition Hyperbole Comparative strategy Renesonce advertising Emotional advertising Action inducing conative strategy Promotional support conative advertising A brand is a “name, term sign, symbol or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of the competition.”
(Quoted in Keller et al, 2008, p.2) Basis of the brand What happens to this brand when it becomes a person?? This answers the question Symbolises the country of origin and the values it stands for The handshake between consumer and organisation References The consumers perception of what the brand should be What the consumer thinks of themselves Brand identity, Kapferer argues strong brand identity will create loyalty amongst customers. It also helps a company differentiate from another company. Constantly changing Stay the same Fill (209, P359) -Technology driven transparency

-In touch with public

-Ethically rather than environmentally friendly Why Warmth – The mix of music and historical events will make the viewer feel some warmth towards the advert

Music appeals – The use of music in advertising can have several benefits:

-Capture attention

-Increase recall

-Increase persuasiveness Online Advertising Telephone Advertising Direct Mailing Television Billboards Radio Newspaper Types of Media Advertising Which Type of Online Advertising Product- Orientated information Positive responses through the use of images Consistent with previous adverts Hope to bring about brand Loyalty through attaching the brand to events that have shaped our customers lives Through the events and the 02 brand we hope to achieve a degree of satisfaction Brand will connect with the target market through our advert, Fun and youthful Targeting Strategies Advertisement Strategy Overview Only 11,355 YouTube hits in 11 Months, compared to 02's other adverts
What went wrong??
music doesnt match the Target audience
Doesn't meet all of the Companies strategic objectives
Looses viewers interest easily, as it is too long. Music and Emotional Appeals Mobile giant, bold logo Strong, constantly trying to build better relationships Always changing, reliable Stylish, innovative, fun European, Dynamic Smart, up to date 02 target the whole market however, focus on the younger generations on these adverts. Target Market Brand Identity 02 has a strong brand image which it has built over 20 years Importance of the brand Clow and Baack Good in developing brand image, envoke feelings to the brand Not much tangible difference between 02 and leading brands, effective strategies are good to allow feeling to favourable 02 References
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