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Classifications of Advertising, Positioning, Branding, and Ad Research Adapted from Milton M. Pressley and from Philip Kotler Copyright © 2002 Prentice-Hall, Inc. Ways to Classify Advertising • Geographic – Int’l/global, national, regional, and local • Business-to-consumer vs. Business-to-business – Retail is a type of local, consumer advertising – Industrial and professional are business advertising – Trade advertising is business advertising targeted to middlemen • Primary demand vs. selective demand • Direct action vs. indirect action – Direct response is a type of direct action • Product vs. corporate/institutional vs. public service • Miscellaneous – Service, idea/cause, end-product, in-store, collateral Copyright © 2002 Prentice-Hall, Inc. The Marketing Mix Step One or Two The Target Market -- Needs, Wants, Expectations Step One or Two The Positioning -- The Story Brand Image & Competitive Advantage Step Three “The 4 P’s” Product ---- Price ---- Place ---- Promotion Copyright © 2002 Prentice-Hall, Inc. Positioning • A Product’s Positioning is – The place your product occupies in consumers’ minds relative to competing products. Think Brand Image, Benefit Promise, and Competitive Advantage. • Volvo, Dell, 99cents, M&M’s, Hooters, Starbucks • It’s how you plan to compete in the marketplace. It’s the reason(s) customers should buy your product, and not the competitors’. • Marketers must: – Plan positions to give products the greatest advantage. – Develop marketing mixes (“4 P’s”) to create planned positioning. Copyright © 2002 Prentice-Hall, Inc. Perceptual Map Luxury Conservative Sporty Economical Copyright © 2002 Prentice-Hall, Inc. The Positioning Statement • The positioning statement guides the execution of the Integrated Marketing Communications message. – – – – – Advertising Public relations Publicity Personal Selling Sales Promotions • What statements/benefit promise led to these message executions? – “Does she or doesn’t she only her hairdresser knows.” – “The good hands people.” – “A diamond id forever.” Copyright © 2002 Prentice-Hall, Inc. Structuring the Positioning Statement • “For (target audience), (brand) is the (superlative: “only,leading, first, best, etc.”) (product category) that (benefit/does what).” • Proof/Support/Evidence supporting the statement. – – – – – – – – Features Demonstrations Research Results Seals of Approval Guarantees/Warranties Trial Offers and Samples Reputation Testimonials/Endorsements Copyright © 2002 Prentice-Hall, Inc. Positioning and Competitive Advantage • The most powerful positioning is one where you have a “U.S.P.”– a strong Competitive Advantage: – U. Unique = Exclusive to you – S. Selling = Important to the target – P. Proposition = Benefit Promise and/or Proof Copyright © 2002 Prentice-Hall, Inc. Steps to Choosing and Implementing a U.S.P. • Step 1. Identify a set of possible competitive advantages. Competitive Differentiation. • Step 2. Selecting the right competitive advantage. • Step 3. Effectively communicate and deliver the chosen position to the market. Copyright © 2002 Prentice-Hall, Inc. Expanding the “U.S.P.” Unique/Exclusive Lasting Believable Selling/Important Criteria for Determining Which Differences to Promote Preemptive Supportable Communicable Copyright © 2002 Prentice-Hall, Inc. Research in Advertising Adapted from Milton M. Pressley University of New Orleans Assisted by D. Carter Copyright © 2002 Prentice-Hall, Inc. Advertising Research Five Main Categories 1. Positioning Research: What to say. 2. Target Audience Research: To whom to say it. 3. Creative Research: How to say it. 4. Campaign Evaluation Research: Did it work. 5. Marketing Environment: How’s the world. Copyright © 2002 Prentice-Hall, Inc. Advertising Research Five Main Categories (Cont.) 1. Positioning Research: What to say. – – Competitive Analysis Self-Assessment 2. Target Audience Research: To whom to say it. – Anthropology and Sociology • • • • – Social Class and Stratification Trend Watching Cohort Analysis Life-Stage Research Psychology • Values and Lifestyles (VALS2) Copyright © 2002 Prentice-Hall, Inc. Advertising Research Five Main Categories (Cont.) 3. Creative Research: How to say it. – Pretest/Concept Testing Research • • • • • Copy research Card concept test Layout test Animatics Finished Commercial Testing Copyright © 2002 Prentice-Hall, Inc. Advertising Research Five Main Categories (Cont.) 4. Campaign Evaluation Research: Did it work. – Post-Testing Creative • Awareness • Recall – Media (Nielson, Arbitron, Simmons, etc.) • Audience size • Audience composition • Readership • Outdoor Recognition Copyright © 2002 Prentice-Hall, Inc. Advertising Research Five Main Categories (Cont.) 5. Marketing Environment: How’s the world. – Trend Analysis/Futurism – Internet interaction – Field trips Copyright © 2002 Prentice-Hall, Inc. Research Methodologies • Quantitative: – Surveys – Universal Product Code – Database mining • Qualitative – Focus groups, in-depth studies – Projection • Observation • Test markets Copyright © 2002 Prentice-Hall, Inc. Mid-Term Presentation Topics and Order Cover the following: Who’s My Customer? What’s My Product? What problem do they have? Copyright © 2002 Prentice-Hall, Inc. What’s My Competitive Advantage? Mid-Term Presentation Notes • 5 minutes maximum – Rehearse • PowerPoint including the following: – Slide for each topic – Visuals of the current product, if available. – Only one presenter Copyright © 2002 Prentice-Hall, Inc.