Marketing communication: principles and practice

Figure 13.5
The three phases of the launch communications
⇓
⇓
Time length
(in seconds)
Timing
TV
ITV
C 4
C 5
Satellite
Introduce
April 6/7
8–30
May
Jun
Jul
Aug
Nurture
Consideration
TV Schedule
10
40/30
30
Pre-
launch
name 
awareness
Heavyweight
launch
campaign
Event TV
(selected high-profile
programming)
2 days
8 weeks
3 months
Figure 13.6
Use of TV medium during phase two of the Yaris launch

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I N T E G R A T E D M A R K E T I N G C O M M U N I C A T I O N
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Phase three: develop consideration
Activity here covered several media channels.
Cinema advertising: extending the targeting
Cinema advertising was a first for Toyota, but the recent increase in popularity of cinema-
going, especially among the younger audience, made it an excellent opportunity for the Yaris.
Cinema was used during June, July, and August 1999, after the main burst of TV activity,
with advertisements appearing in films most relevant to the target audience, such as 
Notting
Hill
.
At the same time, two promotions ran with UCI and Warner Brothers cinema chains which
placed cars and point of sale in the foyers of selected cinemas and featured competitions
for the audience to win holidays.
Building the relationship with the press
Press and magazine advertising were an essential part of the Yaris communications strategy,
not only in the initial launch phase to help build awareness and familiarity, but also in the
relationship-building process. The press advertising provided a focused and long-term
presence and the use of upmarket, glossy women’s press and style magazines contributed
to the stylish, premium-brand positioning of the model.
The main launch campaign in the press started with weekend review sections and
magazines and continued with a steady presence from April to October. It used a mixture
of double and single pages all in colour; Table 13.3 lists the type of publications used: