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Key Concepts
The Single Biggest Thing Campaigns Objectives & Strategies Advertising & Marketing
is usually critical for success in the marketplace q The Wrong Advertising is usually worthless
s
q Often, the biggest item in the marketing budget q The most visible part of marketing spending
Origin of term
q Fr.
campagne, It. campagna - open country suited to military maneuvers q Campaign - a series of military operations with a particular objective in a war q Campaign - a series of organized planned actions with a particular purpose, as for electing a candidate.
Military Campaigns
Military Campaigns
q a series of military operations with a particular
objective in a war q Advertising and marketing use both the language and the military mindset q Example: a very popular marketing book
Political Campaigns
x In politics, as in war, you have to pick your battles. National political campaigns focus on key states and voter groups.
x Each single geographic or statewide campaign may have its own objectives and strategies which contribute to the overall campaign. x The objective is a majority in the Electoral College.
Advertising Campaigns
Advertising Campaigns
sequential activities q An imaginative reintegration of new and existing factors q 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.
Phenomena and events in the real world do not always fit a linear model. 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 such as systems analysis. Rather, it is that ultimate non-linear thinking tool, 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
Plans contain Strategies and vice versa s Marketing Plans may also have Strategies and Plans for Sales Promotion and PR s The Campaign will also have
q A Media Strategy - and q A Media Plan q 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
needs and budgets q Media departments turn budgets and strategies into Media Plans
Mission: Overall goals & values your reason for being s Objective: What you want to accomplish. s Strategy: How you are going to do it. s Tactic: Specific action. (Should be specific action that helps meet strategic goals - tactics should be on strategy.) s Remember, objectives first, then strategy. (If you dont know where youre going, any road will take you there.)
Mission: Overall goals & values your reason for being s Objective: What you want to accomplish. s Strategy: How you are going to do it. s Tactic: Specific action. (Should be specific action that helps meet strategic goals - tactics should be on strategy.) s Remember the acronym M.O.S.T. Mission, Objective, Strategy, Tactics
Feature s Attribute
s
Demographics - statistical description of target audience s Psychographics - psychological traits of target audience
s
Situation Analysis - beginning section of plan where current situation is evaluated s SWOT Analysis - Strengths, Weaknesses, Opportunities, and Threats
s
Advertising
How Advertising Works Advertising Works
s Lets talk about how advertising works.
Next, well cover... s Some things we know about people s Some things we know about advertising messages s The Lavidge-Steiner Learning Model s AIDA
Advertising
How Advertising Works
q
s Some things we know about people. s People read what interests them,
sometimes its an ad. (Gossage) s People are strategic - they look out for their own best interests. s People are bombarded with messages
A key concern is getting through clutter
s People (and advertising) work from both
Advertising
How Advertising Works
s Branding and Advertising s Advertising is concerned with:
q q
Advertising
How Advertising Works
s Advertiser
Feedback
Sender
(Encoder)
Receiver
(Decoder)
Audience
MESSAGE Note it is more difficult for the audience to communicate back to the advertiser.
q
s The Lavidge-Steiner
Advertising
How Advertising Works
Model
Liking
Learning Purchase
How people learn ads s Begins with Awareness s Moves to Conviction and Purchase
s
s
Conviction Preference
NOTE: Process may be quite rapid and you may Knowledge try before being totally convinced Awareness
Advertising
How Advertising Works
s
AIDA s Attention
s
s Interest
Desire
s
Action!
Advertising
How Advertising Works
qTarget Audience qFactors That Motivate Purchase
Advertising
How Advertising Works
Purchase Behavior
q q
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.
Advertising
How Advertising Works
s Unique Selling Proposition s inherent drama
s More ways to think about Advertising s Brand Contact Points s Aperture and Personal Media Network
Introduction Planning
s The Planning Process
s
Introduction Planning
s The Planning Process
s
This approach isnt for everybody. s Generally, this approach is right for a consumer-oriented marketer. s For example, a small industrial firm might emphasize other things - such as:
q Trade Shows q Their own Sales Force or Sales Reps q Current Customer Relationships q And also do some Trade Advertising
Introduction Planning
s The Planning Process
Introduction Planning
s A Ten Part Process
s
Evaluation
1. Situation Analysis 2. Research 3. Problems & Opportunities
Goal Setting
4. Marketing Objective 5. Budget
And then...
Introduction Planning
s A Ten Part Process
s
your situation.
2. Research Planning
You do Secondary Research first s You do Primary Research second s Research is usually in these three areas:
s
q Target Audience
v Improve Understanding, Gain Insight
2. Research Planning
s
Research Techniques:
q Qualitative Research
v Focus groups v One-on-one interviews
q Quantitative Research
v Surveys v Observation v Experiments
For every problem there is an opportunity s Understanding problems is a critical skill s Identify the right problem and youre on the road to the solution s And, whatever you do s Dont solve the wrong problem!
asking two very important questions: q How much will it take? q How much do we have? s Here are ways marketers work to develop good answers to those questions.
Historical expenditures
q Often done as percent of sales
6. Strategies Planning
s Marketing Strategies state how you will
fulfill the Objective s The Marketing Strategies become discipline-specific objectives for
q Advertising Creative q Advertising Media q Sales Promotion and Public Relations
A Sample Creative Strategy Template: s To convince: ___________________ Target Audience s To use: ___________________ Brand/Product s Instead of: ___________________ Competition s Because: Factors that influence ___________________ purchase behavior + (Target Audience Insight)
s
A Sample Creative Strategy: s To convince: ___________________ Adults 35-54 s To buy: ___________________ Volkswagen s Instead of: ___________________ Other cars s Because: Volkswagen will last ___________________ a long time
s
Advertising Message:
___________________ Adults 35-54 ___________________ Volkswagen ___________________ Other cars Volkswagen will last ___________________ a long time
s Media Cost-Efficiency:
q CPM - Cost per thousand q CPP - Cost per point
visualize the Media Plan: s Put a calendar time-line across the top the media down the side
visualize the Media Plan: s Put a calendar time-line across the top the media down the side
s Public Relations =
q Non-paid media coverage q 3rd party endorsement (reviews, etc.) q Marketing PR (MPR) q Not Corporate PR (CPR)
s Trade Promotion =
(columnists, talk show hosts, etc.) q Press Relations q Other Strategic Publicity
s May also include s Event Marketing
s It starts and ends with Research s Methods for evaluating the plan. s Input/learning for next years plan
s Creative
q Recall q Persuasion
In Conclusion Planning
lot of work. s Its worth it, because this is the way to build sales and make the most of a businesss potential. s If you go to work in The Business of Brands, chances are, youll have to play a part creating a winning plan.