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Introduction Introduction:
Key Concepts
The Single Biggest Thing The Campaign Concept The Language of Marketing Planning & Strategy
It can probably impact sales more than any other element of the marketing mix. mix.
Often, the biggest item in the marketing budget The most visible part of marketing spending The most controllable marketing activity
Origin of term
Fr. campagne, It. campagna - open country suited to military maneuvers Campaign - a series of military operations with a particular objective in a war Campaign - a series of organized planned actions with a particular purpose, as for electing a candidate.
Military Campaigns
Military Campaigns
a series of military operations with a particular objective in a war Advertising and marketing use both the language and the military mindset Example: a very popular marketing book
Political Campaigns
In politics, as in war, you have to pick your battles. National battles. political campaigns focus on key states and voter groups. groups.
Each single geographic or statewide campaign may have its own objectives and strategies which contribute to the overall campaign. The objective is a majority in the Electoral College.
Advertising Campaigns
Advertising Campaigns
A team effort Structured and sequential activities An imaginative re-integration of renew and existing factors Shared objectives and strategies
1. ____________________________ graphic look 2. ____________________________ strategic message 3. ____________________________ benefit statement 4. ____________________________ brand personality 5. ____________________________ executional elements - the dog 6. ____________________________ anything else?
In business as on the battlefield, the object of strategy is to bring about the conditions most favorable to ones own side. In strategic thinking , one first seeks a clear understanding of the particular character of each element of a situation, and then makes the fullest possible use of human brainpower to restructure the elements in the most advantageous way.
Hence, the most reliable means of dissecting a situation into its constituent parts and then reassembling them in the desired pattern is not a step-by-step methodology step-bysuch as systems analysis. Rather, it is that ultimate non-linear thinking tool, nontool, the human brain.
No matter how difficult or unprecedented the problem, a breakthrough to the best possible solution can come only from a combination of rational analysis based on the real nature of things, and imaginative reintegration of all the different items into a new pattern
A Media Strategy - and A Media Plan Media Departments write Media Plans
The Advertising Strategy determines the Creative Objective and the Media Objective
Market Strategy/Creative Establish brand as superior Creative Objective Establish brand as superior Creative Strategy To be determined
Market Strategy/Media Target audience W 18-49 Media Objective Deliver Advertising to Target audience W 18-49 Media Strategy To be determined
Usually sets Marketing Objective and Budget Good agencies seek to do this work for their clients
Creative people actually make the ads Copywriters and art directors
Yes,
Remember, objectives first, then strategy. (If you dont know where youre going, any road will take you there.)
Feature Attribute
Primary target - the target audience Secondary target - usually, the trade
Demographics - statistical description of target audience Psychographics - psychological traits of target audience
Situation Analysis - beginning section of plan where current situation is evaluated SWOT Analysis - Strengths, Weaknesses, Opportunities, and Threats
Advertising
talk about how advertising works. Next, well cover... Some things we know about people Some things we know about advertising messages The Lavidge-Steiner Learning Model Lavidge AIDA
things we know about people. People read what interests them, sometimes its an ad. (Gossage) People are strategic - they look out for their own best interests. People are bombarded with messages
People
Sender
(Encoder)
Receiver
(Decoder)
MESSAGE Note it is more difficult for the audience to communicate back to the advertiser.
How people learn ads Begins with Awareness Moves to Conviction and Purchase
NOTE: Process may be quite rapid and you Knowledge may try before being totally convinced Awareness
AIDA Attention
Interest
Desire
Action!
Basis of competition A critical decision From the Y&R Creative Work Plan - one of the key tasks is determining what you want the advertising to do.
and Personal Media Network Unique Selling Proposition inherent drama Whatever and however you think about it, eventually you have to do it You need a Plan!
Aperture
Planning Introduction
The
Planning Process
Planning Introduction
The
Planning Process
This approach isnt for everybody. Generally, this approach is right for a consumerconsumer-oriented marketer. For example, a small industrial firm might emphasize other things - such as:
Trade Shows Their own Sales Force or Sales Reps Current Customer Relationships And also do some Trade Advertising
Planning Introduction
The
Planning Process
Planning Introduction
A Ten
Part Process
Evaluation
1. Situation Analysis 2. Research 3. Problems & Opportunities
Goal Setting
4. Marketing Objective 5. Budget
And then...
Planning Introduction
A Ten
Part Process
Current Users Seasonality Geography Creative Requirements Purchase Cycle Competitive Review And anything else that might help you understand your situation.
2. Research Planning
You do Secondary Research first You do Primary Research second Research is usually in these three areas:
Target Audience
Improve Understanding, Gain Insight Improve Effectiveness, Gain Insight Look for key point of difference
2. Research Planning
Research Techniques:
Qualitative Research
Focus groups One-on-one interviews Surveys Observation Experiments Be sure to know what youre looking for!
Quantitative Research
For every problem there is an opportunity Understanding problems is a critical skill Identify the right problem and youre on the road to the solution And, whatever you do Dont solve the wrong problem! problem!
may be difficult to get to, but the final answer is simple and measurable.
Methods
Historical expenditures
Often done as percent of sales
Advertising (Media and Production) Sales promotion (may include discounts) PR and Event marketing All other
6. Strategies Planning
Marketing Strategies
fulfill the Objective The Marketing Strategies become disciplinediscipline-specific objectives for
Advertising
The Advertising Message: Target Audience Objective Strategy Considerations Support Tone
Message:
A Sample Creative Strategy Template: Template: To convince: ___________________ Target Audience To use: ___________________ Brand/Product Instead of: ___________________ Competition Factors that influence Because: ___________________ purchase behavior + (Target Audience Insight)
Message:
A Sample Creative Strategy: Strategy: To convince: ___________________ Adults 35-54 35 To buy: ___________________ Volkswagen Instead of: ___________________ Other cars Volkswagen will last Because: ___________________ a long time
Advertising Message:
___________________ Adults 35-54 35___________________ Volkswagen ___________________ Other cars Volkswagen will last ___________________ a long time
Target
Media Plan will work to achieve those objectives in the most efficient way.
Media
CPM
CostCost-Efficiency:
Promotion =
Tangible
motivation to buy An incentive or small bribe To both consumers and the trade
Public
Relations =
Non-paid Non-
media coverage 3rd party endorsement (reviews, etc.) Marketing PR (MPR) Not Corporate PR (CPR)
Promotion =
Relations =
Product
Publicity Opportunities 3rd Party Endorsements & Influencers (columnists, talk show hosts, etc.) Press Relations Other Strategic Publicity
starts and ends with Research Methods for evaluating the plan. Input/learning for next years plan Methods include:
Tracking
In Conclusion Planning
Putting
plans and strategies together is a lot of work. Its worth it, because this is the way to build sales and make the most of a businesss potential. If you go to work in The Business of Brands, chances are, youll have to play a part creating a winning plan.