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Advertising
Challenges
The response to advertising is difficult to measure
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Demand is affected by competition & marketing mix decisions
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Response may not occur immediately
Incentive problems:
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Must rely on experience of specialists (artists)
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Difficult to write contracts to align incentives
Coordination problems:
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Many specialists: copy writer, art director, production, media
planner, media sales people
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Compare using an agency versus freelance talent
Big Risks
1.
A lot of money
2.
No salvage value
3.
If response is poor may not be advertising enough
4.
Bad advertising is bad: can reduce demand
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Oldsmobile
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Ford inserted advertisements in every other copy of Reader's
Digest and reduced the likelihood a reader would buy a Ford.
Your Responsibilities
1.
Who is the target market?
2.
What is your point of differentiation?
3.
What image are you trying to project?
4.
Control the artists
5.
Understand media planning
Choose A Positioning
who the product is for and what it does for them
Examples:
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For coffee drinkers, Starbucks is the coffee that smells the best.
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For sports car drivers, Porsche is the car that handles best.
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For MBA students, marketing is the class that is the most useful.
Retain control of this decision:
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Who it is for should follow from your strategic planning decision
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What it does for them should follow from your resources
Choose An Image
the personality of the product
Variables in marketing mix must be consistent with the image
– Brand
– Packaging
– Price
– Retailers
Choose an image that will not need change (Reebok)
Customers may consume the image as part of the product:
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Coke and Pepsi
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Reebok and Nike
Nike and
Reebok
4 sets of advertisements:
Reebok UBU
Nike Air Jordan
Reebok Physics Behind Physiques
Nike Bo Jackson
For each advertisement:
What is the positioning
What is the image
Execution: Restrain the Artists
Do not try this at home.
In one study of 81 winners of the Clio advertising award, 36 of the
agencies involved had either lost the account or gone out of business.
Analogies are often misunderstood.
If possible, include a direct measure of response.
Media Planning
Advertising to Consumers
1.
Repetition is the key
2. If you repeat the message it may get heard
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Recall biases: selective attention, selective distortion, selective recall
3. Repetition is a signal of quality
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Repeated advertising of bad products will not lead to loyalty
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Advertising expenditure is a signal that you know your product is good
4. Dominate a media
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Do not sacrifice sufficiency for reach
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Focus on a specific media and a specific time, day, program
Media Planning
Business to Business Advertising
Repetition may be less important if:
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High involvement customers who search for new products
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Few information sources
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Few new customers entering the market
Reader Reply Cards
Response By Insertion
1
PP ublic
ublic aa tio
tio nn
A
A
Index
0.
9
PP ublic
ublic aa tio
tio nn
B
B
0.
8
PP ublic
ublic aa tio
tio nn
C
C
0.
7
0.
6
0.
5
1
2
3
4
5
6
7
Insertion
8
9
10
11
Primary Media
Television
More powerful and influential than any other medium
People watch programs not channels
Range of options to control reach
Radio
Most influential and persuasive medium after television
Good control of reach
Direct Mail
Can be powerful if carefully targeted and well designed
A response may take several exposures
More useful when combined with television or radio
Secondary Media
Billboards
Useful for reminding, not for persuading
Two most important words: NEXT EXIT
Newspapers
People will read, see, note or recall your ad when they are motivated to buy
Reading ads is normally the final step before shopping at your business
Several smaller ads is often preferable to a single large one
Yellow Pages
If your business is done over the phone you need a display ad
If your ad is not as big or bigger than your competitor it will not be effective
Do not refer to your yellow page ad in other advertising
Internet
Useful if close to purchase (similar to newspapers)
Can force exposure
Clorox
Current Situation
Declining market: particularly in passive products
Bait is more effective: customers do not understand this
Combat leads the passive market
New technology ensures faster death
Clorox
Target Market
Aerosol users who are lapsed or light bait
users
Current bait users
What do we do for them?
Gratify need to act out and be assertive
Solve long term roach problem
Clorox
Execution options
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Grim reaper
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Guard dog
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Intruder
Customer feedback
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Link to category: good for all options
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Link to brand: favored Guard Dog
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Purchase intent: same for all options and for control
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Persuasion: favored Grim Reaper
Clorox
Results
Maintained a 57.8% dollar share
Increased price by 8%
Raid reduced price by 25% ($6.90 vs. $4.98)
Category continues to decline (decline may be slowing)