Marketing Series: You Must Advertise But How?

 ADVERTISING

Advertising is so much a part of marketing that many people think of the two as the same thing. Remember, product, price, and distribution strategies are just as important as marketing communications. Advertising is nonpersonal communication an identified sponsor pays for that uses mass media to persuade or inform an audience.

TV everywhere (also known as authenticated streaming) is a term that describes using your Internet-enabled device, like a tablet or smartphone, to stream content from your cable or satellite provider.

Video Lesson: Advertising Campaign (Duration: 11.41 mins)

Types of Advertising Based on Marketing Goals

The advertisements an organization runs can take many forms.

1. Product Advertising

• With product advertising, the message focuses on a specific good or service. Most of the advertising we see or hear is product advertising.

2. Institutional Advertising

• Institutional advertising promotes the activities, personality, or point of view of an organization or company. Corporate advertising promotes the company as a whole instead of the firm’s individual products.
• Public service advertisements (PSAs) are advertisements the media runs free of charge. These messages promote not-for-profit organizations that serve society in some way, or they champion an issue such as increasing literacy or discouraging drunk driving.

3. Retail and Local Advertising

• Both major retailers and small, local businesses advertise to encourage customers to shop at a specific store or use a local service.

 

Who Creates Advertising?

• An advertising campaign is a coordinated, comprehensive plan that carries out promotion objectives and results in a series of advertisements placed in various media over a period. Although a campaign may be based around a single ad idea, most use multiple messages with all ads in the campaign having the same look and feel.
• Although some firms create their own advertising in-house, in many cases several specialized companies work together to develop an advertising campaign. Typically, the firm retains one or more outside advertising agencies to oversee this process. A limited-service agency provides one or more specialized services, such as media buying or creative development. In contrast, a full-service agency supplies most or all of the services a campaign requires, including research, creation of ad copy and art, media selection, and production of the final messages.
• Big or small, an advertising agency hires a range of specialists to craft a message and make the communication concept a reality:
• Account management: The account executive, or account manager, is the “soul” of the operation. This person supervises the day-to-day activities on the account and is the primary liaison between the agency and the client. The account executive has to ensure that the client is happy while he verifies that people within the agency execute the desired strategy. The account planner combines research and account strategy to act as the voice of the consumer in creating effective advertising.
• Creative services: Creatives are the “heart” of the communication effort. These people actually dream up and produce the ads.
• Research and marketing services: Researchers are the “brains” of the campaign. They collect and analyze information that will help account executives develop a sensible strategy.
• Media planning: The media planner is the “legs” of the campaign. He helps to determine which communication vehicles are the most effective and recommends the most efficient means to deliver the ad by deciding where, when, and how often it will appear.

 

User-Generated Advertising Content

• The latest promotional craze is to let your customers actually create your advertising for you. User-generated content (UGC), also known as consumer-generated media (CGM) includes the millions of online consumer comments, opinions, advice, consumer-to-consumer discussions, reviews, photos, images, videos, podcasts and webcasts and product-related stories available to other consumers through digital technology.
• Marketers that embrace this strategy understand that it is OK to let people have fun with their products.
• Some marketers encourage consumers to contribute their own do-it-yourself (DIY) ads.
• Crowdsourcing is a practice in which firms outsource marketing activities (such as selecting an ad) to a community of users, i.e., a crowd. The idea behind crowdsourcing is that if you want to know what consumers think and what they like, the most logical thing to do is to ask them.  

 

Ethical Issues in Advertising

• Advertising is manipulative
• Advertising is deceptive and untruthful

In addition to fining firms for deceptive advertising, the FTC also has the power to require firms to run corrective advertising; messages that clarify or qualify previous claims.

Other ads, although not illegal, may create a biased impression of products when they use puffery—claims of superiority that neither sponsors nor critics of the ads can prove are true or untrue. Many consumers today are concerned about greenwashing, a practice in which companies promote their products as environmentally friendly when in truth the brand provides little ecological benefit.

• Advertising is offensive and in bad taste
• Advertising causes people to buy things they don’t really need.

 

Develop the Advertising Campaign

The following is a description of the steps in creating an advertising campaign:

Step 1: Understand the Target Audience

• The best way to communicate with an audience is to understand as much as possible about them and what turns them on and off. Marketers often identify the target audience for an advertising campaign from research.

Step 2: Establish Message and Budget Objectives

• Advertising objectives should be consistent with the overall communications plan. Advertising objectives will generally include objectives for both the message and the budget.
  • Set Message Objectives - Advertising can inform, persuade, and remind.

• • Set Budget Objectives - Advertising is expensive. An objective of many firms is to allocate a percentage of the overall communication budget to advertising.

Step 3: Create Ads

• The creation of the advertising begins when an agency formulates a creative strategy, which gives the advertising “creative” (art directors, copywriters, photographers and others) the direction and inspiration they need to begin the creative process.
• The strategy is summarized in a written document known as a creative brief; a rough blueprint that guides but does not restrict the creative process.  It provides only the most relevant information and insights about the marketing situation, the advertising objective, the competition, the advertising target and, most importantly, the message that the advertising must deliver.

 

Advertising Appeals

• An advertising appeal is the central idea of the ad and the basis of the advertising messages. It is the approach used to influence the consumer. Informational appeals are based on a unique selling proposition (USP) that gives consumers a clear, single-minded reason why the product is better at solving a problem.
• Generally, we think of appeals as informational or emotional. Of course, not all ads fit into these two appeal categories. Well-established brands often use reminder advertising just to keep their name in people’s minds or be sure that consumers repurchase the product as necessary. Sometimes advertisers use teaser or mystery ads to generate curiosity and interest in a to-be-introduced product.

Execution Formats

The execution format describes the basic structure of the message. Some of the more common formats, sometimes used in combination, include:

• Comparison: A comparative advertisement explicitly names one or more competitors.
• Demonstration: The ad shows a product “in action” to prove that it performs as claimed: “It slices, it dices!”

• Brand Storytelling: Modern storytelling commercials are like 30-second movies with plots that involve the product in a peripheral way.
• Testimonial: A celebrity, an expert, or a “man in the street” states the product’s effectiveness. The use of celebrity endorsers is a common but expensive strategy.
• Slice of life: A slice-of-life format presents a (dramatized) scene from everyday life.
• Lifestyle: A lifestyle format shows a person or persons attractive to the target market in an appealing setting. The advertised product is “part of the scene,” implying that the person who buys it will attain the lifestyle.
• Rich media. Rich media advertising provides digital ads that have advanced features.

 

Tonality

Tonality refers to the mood or attitude the message conveys. Some common tonalities include:  

• Straightforward: Straightforward ads simply present the information to the audience in a clear manner.

• Humor: Humorous, witty, or outrageous ads can be an effective way to break through advertising clutter.

• Dramatic: A dramatization, like a play, presents a problem and a solution in a manner that is often exciting and suspenseful—a difficult challenge in 30 or 60 seconds.

• Romantic: Ads that present a romantic situation can be especially effective at getting consumers’ attention and at selling products people associate with dating and mating.

• Sexy: Some ads appear to sell sex rather than products. Sex appeal ads are more likely to be effective when there is a connection between the product and sex (or at least romance).
• Apprehension/fear: Some ads highlight the negative consequences of not using a product. In general, fear appeals can be successful if the audience perceives there to be an appropriate level of intensity in the fear appeal.

 

Creative Tactics and Techniques

• Animation and Art: Not all ads are executed with film or photography.
• Celebrities
• Jingles are original words and music written specifically for advertising executions.
• Slogans link the brand to a simple linguistic device that is memorable (jingles do the same but set the slogan to music).

 

Step 4: Pretest What the Ads Will Say

• Advertisers try to minimize mistakes by getting reactions to ad messages before they actually place them. Much of this pre-testing, the research that goes on in the early stages of a campaign, centers on gathering basic information that will help planners be sure they’ve accurately defined the product’s market, consumers, and competitors.

Step 5: Choose the Media Type(s) and Media Schedule

• Media planning is a problem-solving process for getting a message to a target audience in the most effective way. Planning decisions include audience selection and where, when, and how frequent the exposure should be. Thus, the first task for a media planner is to find out when and where people in the target market are most likely to be exposed to communication.
• There is no such thing as one perfect medium for advertising.

Step 6: Evaluate the Advertising 

• With so many messages competing for the attention of frazzled customers, it is especially important for firms to evaluate their efforts to increase the impact of their messages.
• Posttesting means conducting research on consumers’ responses to advertising messages they have seen or heard as opposed to pre-testing, which as we have seen collects reactions to messages before they are actually placed in “the real world.”
• Three ways to measure the impact of an advertisement:

1. 1. Unaided recall tests by telephone survey or personal interview whether a person remembers seeing an ad during a specified period without giving the person the name of the brand.
   2. An aided recall test uses the name of the brand and sometimes other clues to prompt answers.
   3. Attitudinal measures probe a bit more deeply by testing consumers’ beliefs or feelings about a product before and after they are exposed to messages about it.

 

Traditional Mass Media

The following is a list of the major categories of media:

• Television
• Radio
• Newspapers
• Magazines
• Directories
• Out-of-home media
• Internet websites
• Place-based media
• Branded entertainment
• Advergaming
• Mobile phones

 

Branded Entertainment

• As we noted earlier, more and more marketers rely on paid product placements in TV shows and movies to grab the attention of consumers who tune out traditional ad messages as fast as they see them. These placements are an important form of branded entertainment; a strategy where marketers integrate products into all sorts of venues including movies, television shows, videogames, novels and even retail settings. Beyond movies and television shows, what better way to promote to the video generation than through brand placements in video games? The industry calls this technique advergaming. Native advertising has marketing material that mimics or resembles the content of the website that it is posted on.

 

Support Media

• Support media reach people who may not have been reached by mass media advertising and these platforms support the messages traditional media delivers.
  • Directory advertising
  • Out-of-home media. In recent years, outdoor advertising has pushed the technology envelope with digital signage that enables the source to change the message at will.
  • Place-based media

Digital Media

The term digital media refers to any media that are digital rather than analog. The more popular types of digital media advertisers use today include e-mail, websites, ads placed on other websites and blogs, social media sites such as Facebook, search engines such as Google, and digital video such as YouTube.

Digital media can be classified as owned, paid, and earned:

• Owned media are Internet sites, such as websites, blogs, Facebook, and Twitter accounts, that are owned by an advertiser.
• Paid media are Internet media, such as display ads, sponsorships, and paid key word searches, that are paid for by an advertiser.
• Earned media are word-of-mouth or buzz using social media where the advertiser has no control.

 

Website Advertising

• Online advertising offers several advantages over other media platforms. First, the Internet provides new ways to finely target customers. Web user registrations and cookies allow sites to track user preferences and deliver ads based on previous Internet behavior. In addition, because the website can track how many times an ad is “clicked,” advertisers can measure in real time how people respond to specific online messages.
• The following is a description of forms of Internet advertising:
  • Banners, rectangular graphics at the top or bottom of web pages, were the first form of web advertising.
  • Buttons are small banner-type advertisements that a company can place anywhere on a page.
• A pop-up ad is an advertisement that appears on the screen while a web page loads or after it has loaded.
• Pre-roll ads, A promotional video message that plays before the content the user has selected.
• E-mail advertising that transmits messages to very large numbers of inboxes simultaneously is one of the easiest ways to communicate with consumers—it is the same price whether you send ten messages or ten thousand. One downside to this platform is spam, sending unsolicited e-mail to five or more people not known to the sender. Many websites offer the opportunity to refuse unsolicited e-mail via ad blocking. This permission marketing strategy gives the consumer the power to opt in or opt out.

Social media advertising

• Social media advertising is advertising that is executed within the confines of social media channels, such as Facebook, Instagram, and Twitter. Marketers realize that they need to go wherever the clients are—now the clients can be found frequently hanging out in a variety of online social communities. 

Search Engines 

• Search engines are Internet programs that search for documents with specified key words. Search marketing refers to marketing strategies that involve the use of Internet search engines. With search engine marketing (SEM), the search engine company charges marketers to display sponsored search ads that appear at the top or beside the search results. 

Mobile Advertising

• The Mobile Marketing Association defines mobile advertising as “a form of advertising that is communicated to the consumer via a handset. Mobile marketing offers advertisers a variety of ways to speak to customers (ideally with the customer’s permission), including mobile websites, mobile applications or apps, text message ads, and mobile video and TV. Developers of mobile apps must find some way to monetize their product. The best strategy for in-app advertising is to use advertising that creates revenue and entertains and engages the user. QR code advertising offers another way to engage consumers via their mobile phones. QR code advertising QR (quick response) code advertising uses smartphone GPS technology to deliver ads and other information to consumers in stores and in other locations.

Video Sharing: Check It Out on YouTube

• Video sharing describes the strategy of uploading video recordings or vlogs (pronounced vee-logs) to Internet sites such as YouTube so that thousands or even millions of other Internet users can check them out. For marketers, YouTube provides vast opportunities to build relationships with consumers
  

 

Ethical Issues in Digital Media Advertising

• Ad fraud, or click fraud js the use of automated browsers to falsify the number of views or click-throughs the advertisers must pay for ad blocking. The use of powerful ad-blocking software was created to stop ad fraud by stripping ads from the website at the network level. Mobile hijacking is the use of automated browsers to falsify the number of views or click-throughs the advertisers must pay for.

When and How Often to Say It: Media Scheduling

• After he or she chooses the advertising media, the planner then creates a media schedule that specifies the exact media the campaign will use as well as when and how often the message should appear. The media schedule outlines the planner’s best estimate of which media will be most effective to attain the advertising objective(s) and which specific media vehicles will do the most effective job.
• A continuous schedule maintains a steady stream of advertising throughout the year. This is most appropriate for products that we buy on a regular basis.
• A pulsing schedule varies the amount of advertising throughout the year based on when the product is likely to be in demand. Flighting is an extreme form of pulsing in which advertising appears in short, intense bursts alternating with periods of little to no activity. It can produce as much brand awareness as a steady dose of advertising at a much lower cost if the messages from the previous flight were noticed and made an impact.

Marketing Series: What is Integrated Marketing Communication (IMC)?

 INTEGRATED MARKETING COMMUNICATION (IMC)

Marketing communication can take many forms from creative slogans printed on t-shirts to chalk art printed on university sidewalks, to newspaper advertisements. The list can go on and on and is limited only by imagination. This topic focuses on the process of integrated marketing communication designed to influence target markets and create successful marketing.

After studying this topic, students should be able to:

1. Understand the communication process and the traditional promotion mix.
2. Explain what advertising is, describe the major types of advertising, discuss some of the major criticisms of advertising, and describe the process of developing an advertising campaign and how marketers evaluate advertising.
3. Explain what sales promotion is and describe the different types of consumer and B2B sales promotion activities.
4. Understand the elements of direct marketing.
5. Understand the important role of personal selling, the different types of sales jobs, and the steps in the creative selling process.
6. Explain the role of public relations and the steps in developing a public relations campaign.
   

Video Lesson: Introduction (Duration: 5.24 mins)

 

COMMUNICATION MODELS IN A DIGITAL WORLD THAT IS “ALWAYS ON”

 

Video Lesson: Overview of Communication (Duration: 6.06 mins)

Promotion is the coordination of marketing communication efforts to influence attitudes or behavior. This function is one of the famous four Ps of the marketing mix, and it plays a vital role. Of course, virtually everything an organization says and does is a form of marketing communication.

Marketing communication performs one or more of four roles:

• It informs consumers about new goods and services.
• It reminds consumers to continue using certain brands.
• It persuades consumers to choose one brand over others.
• It builds relationships with customers.

Integrated marketing communication (IMC) is the process that marketers use “to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time to targeted audiences.

To achieve marketing communication goals, marketers use a multichannel promotional strategy where they combine traditional marketing communications (advertising, sales promotion, public relations, and direct marketing) activities with social media and other online buzz-building activities.

 

Models of Marketing Communication

Video Lesson: Models of Marketing Communication (Duration: 11.45 mins)

• The traditional communication model is a “one-to-many” view in which a marketer sends messages to many consumers through advertising, including mass media; out-of-home, such as billboards; and Internet advertising.
• The importance of the updated “many-to-many” model of marketing communication has increased because of social media and its use in word-of-mouth communication, whereby consumers look to each other for information and recommendations.
• Marketers also talk one to one with consumers and business customers.

 

The Communication Process

Figure: Communication Process

Promotional strategies can succeed only if customers understand what we’re trying to say. The communication process is a good way to understand the basics of how any kind of message works. In this perspective, a source transmits a message through some medium to a receiver who (we hope) listens and understands the message.

• The Source Encodes
  A person or organization, the source has an idea to communicate to a receiver. Encoding means we can translate our idea into different forms to convey the desired meaning.
• The Message
  The message is the actual content of that physically perceivable form of communication that goes from the source to a receiver.
• The Medium
  No matter how the source encodes the message, it must then transmit that message via a medium, a communication vehicle that reaches members of a target audience.
• The Receiver Decodes
  A receiver is there to get the message. Decoding is the process whereby a receiver assigns meaning to a message; that is, she translates the message she sees or hears back into an idea that makes sense to him or her.
• Noise
  The communication model also acknowledges that noise—
  anything that interferes with effective communication—can block messages.
• Feedback
  To complete the communication loop, the source gets feedback from receivers.

SELF-CHECK ACTIVITY As you were going through your day you were exposed to many forms of marketing communication. However, noise probably interfered with most of the exposures. List TWO (2) different instances where noise interrupted your ability to decode a marketing message. Explain what, if anything, a marketer could have done to help limit some of the noise >ANSWER NOW<

 

Updated Web 2.0 Communication Web 2.0 refers to the internet that allows receivers to play a role as the sources. Web 2.0 changed the way we look at the communications process. The One-to-Many Model: This model is the traditional form of mass communication whereby a broadcaster sends a message to a very large audience The One-to-One Model: This format describes messages that are up close and personal. This is the oldest way to communicate, but it’s still important in many marketing contexts today. The Many-to-Many Model: This format describes the social media revolution that allows almost everyone to engage in a constant conversation with almost everyone else. Outbound marketing refers to messages that come from the organization and are intended for those who have agreed to receive them. Inbound marketing marketing methodology that is designed to draw visitors and potential customers in, rather than outwardly pushing a brand, product or service onto prospects in the hope of lead generation or customers.

 

 

Mass Communication: The One-to-Many Model

Mass communications elements of the promotion mix include messages intended to reach many prospective customers at the same time.

• Advertising is, for many, the most familiar and visible element of the promotion mix. It is nonpersonal communication from an identified sponsor using the mass media. The most important advantage of advertising is that it reaches large numbers of consumers at one time.
• Consumer sales promotion includes programs such as contests, coupons, or other incentives that marketers design to build interest in or encourage purchase of a product during a specified period. Unlike other forms of promotion, sales promotion intends to stimulate immediate action (often in the form of a purchase) rather than build long-term loyalty.
• Public relations describes a variety of communication activities that seek to create and maintain a positive image of an organization and its products among various publics, including customers, government officials, and shareholders.

Personal Communication: The One-to-One Model

• Sometimes marketers want to communicate with consumers on a personal, one-on-one level. The immediate way for a marketer to make contact with customers is simply to tell them how wonderful the product is. This is part of the personal selling element of the promotion mix mentioned previously. It is the direct interaction between a company representative and a customer. The interaction can occur in person, by phone, or even over an interactive computer link. Behavioral targeting makes it possible for an online source to tailor a message to a specific consumer based upon what that person has viewed in the past.
• Salespeople are a valuable source of communication because customers can ask questions and the salesperson can immediately address objections and describe product benefits. Marketers also use direct mail, telemarketing, and other direct marketing activities to create personal appeals. Like personal selling, direct marketing provides direct communication with a consumer or business customer.

 

OVERVIEW OF PROMOTIONAL PLANNING

Just as with any other strategic decision-making process, the development of this plan includes several steps.

Video Lesson: Promotional Planning Part 1 (Duration: 12.45 mins) Part 2 (Duration: 8.20 mins)

 

Step 1: Identify the Target Audience(s)

• An important part of overall marketing planning is to identify the target audience(s). Remember, IMC marketers recognize that we must communicate with a variety of stakeholders who influence the target market. Of course, the intended customer is the most important target audience and the one that marketers focus on the most.

Step 2: Establish the Communication Objectives

• The whole point of communicating with customers and prospective customers is to let them know in a timely and affordable way that the organization has a product to meet their needs. In most cases, it takes a series of messages that move the consumer through several stages.
• The marketer “pushes” the consumer through a series of steps, or an of-effects from initial awareness of a product to brand loyalty. The task of moving the consumer up the hierarchy becomes more difficult at each step. The steps are as follows:

• • Create awareness
  • Inform the market
  • Create desire
  • Encourage purchase and trial
  • Build loyalty

Step 3: Determine and Allocate the Marketing Communication Budget

• While setting a budget for marketing communication might seem easy—you just calculate how much you need to accomplish your objectives—in reality it’s not that simple. We need to make three distinct decisions to set a budget:

Budget Decision 1: Determine the Total Promotion Budget

• • Most firms rely on two budgeting techniques: top-down and bottom-up. Top-down budgeting techniques require top management to establish the overall amount that the organization allocates for promotion activities. The most common top-down technique is the percentage-of-sales method in which the promotion budget is based on last year’s sales or on estimates for the present year’s sales. The percentage may be an industry average provided by trade associations that collect objective information on behalf of member companies. The advantage of this method is that it ties spending on promotion to sales and profits. Unfortunately, this method can imply that sales cause promotional spending rather than viewing sales as the outcome of promotional efforts.
  • The competitive-parity method is a fancy way of saying “keep up with the Joneses.” This method assumes that the same dollars spent on promotion by two different firms will yield the same results, but spending a lot of money does not guarantee a successful promotion. Firms certainly need to monitor their competitors’ promotion activities, but they must combine this information with their own objectives and capacities.
  • The problem with top-down techniques is that budget decisions are based more on established practices than on promotion objectives. Another approach is to begin at the beginning: identify promotion goals and allocate enough money to accomplish them. 
  • That is what bottom-up budgeting techniques attempt.
  • This bottom-up logic is at the heart of the objective-task method which is gaining in popularity. Using this approach, the firm first defines the specific communication goals it hopes to achieve, such as increasing by 20 percent the number of consumers who are aware of the brand. It then tries to figure out what kind of promotional efforts—how much advertising, sales promotion, buzz marketing etc. —it will take to meet that goal.

Budget Decision 2: Decide on a Push or a Pull Strategy

• • A push strategy means that the company wants to move its products by convincing channel members to offer them and entice their customers to select these items—it pushes them through the channel. This approach assumes that if consumers see the product on store shelves, they will be enticed to make a trial purchase. In this case, promotion efforts will “push” the products from producer to consumers by focusing on personal selling, trade advertising, and trade sales promotion activities such as exhibits at trade shows.
  • In contrast, a company that relies on a pull strategy is counting on consumers to demand its products. This popularity will then convince retailers to respond by stocking these items. In this case, efforts focus on media advertising and consumer sales promotion to stimulate interest among end consumers who will “pull” the product onto store shelves and then into their shopping carts. 

Step 4: Design the Promotion Mix

• Designing the promotion mix is the most complicated step in marketing communication planning. It includes determining the specific communication tools that will be used, what message is to be communicated, and the communication channel(s) to be employed.
• The message should ideally accomplish four objectives (though a single message can rarely do all of these): It should get attention, hold interest, create desire, and produce action. These communication goals are known as the AIDA model.

The Promotion Mix

Marketers use the term promotion mix to refer to the communication elements that the marketer controls.

• Media advertising
  • Out-of-home advertising
  • Point-of-purchase advertising
  • Social media
  • Digital/Internet advertising
• Sales promotion
• Public relations
• Personal selling
• Direct marketing

The challenge is to be sure that the promotion mix works in harmony with the overall marketing mix to combine elements of promotion with the place, price, and product to position the firm’s offering in people’s minds.

Step 5: Evaluate the Effectiveness of the Communication Program

• The final step to manage marketing communications is to decide whether the plan is working. It is not so easy. There are many random factors in the marketing environment.
• As a rule, various types of sales promotion are the easiest to evaluate because they occur over a fixed, usually short period, making it easier to link to sales volume. Advertising researchers measure brand awareness, recall of product benefits communicated through advertising and even the image of the brand before and after an advertising campaign.
• The firm can analyze and compare the performance of salespeople in different territories, although again it is difficult to rule out other factors that make one salesperson more effective than another does. Public relations activities are more difficult to assess because their objectives relate more often to image building than sales volume.

 

Multichannel Promotional Strategies

Many marketers opt for multichannel promotional strategies where they combine traditional advertising, sales promotion, and public relations activities with online buzz-building activities.

Multichannel strategies boost the effectiveness of either online or offline strategies used alone. In addition, multichannel strategies allow marketers to repeat their messages across various channels; this lets them strengthen brand awareness and provides more opportunities to convert customers. Multichannel campaigns need to provide a customer experience that will engage the customer and add something of value (in addition to the product) to the customer’s life.