Download Class 9

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7-2
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Range: 62% - 99%
•
Mean: 88%
•
Median: 89%
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Mode: 89%
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Grade Distribution Test #1
30
25
20
15
10
5
0
90%- 100%
80%- 89%
Below 79%
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Positioning Statement: What are the three
components?
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Who is the voice of the consumer who
gathers info about consumers’ wants, needs,
etc.?
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Research that can be run over and over with
the same result?
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Research that correctly measures what it
intends to measure is?
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Performance
Mystery
Storytelling
Intimacy
Sensuality
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One of my rare trick questions:
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A push strategy?
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A pull strategy?
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What did Carson Wagner’s research reveal
about Drug advertising?
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Asked another way: Can you differentiate a
product on intangible qualities?
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Branding
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Special meaning, emotional connection,
differentiation, commands a higher price,
creates competitive advantage.
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Two alternate explanations of how
advertising works: linear methods like ThinkFeel-Do and AIDA. Or non-linear, like
Domains. Competitive theories to Facets.
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Maslow’s Hierarchy and VALS are
psychographic Models (Chapter 5, not
Chapter 4). Adaption curve is behavioral.
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Technically right, but clearly not what I was
looking for.
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Alex: add a point to everyone’s score.
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Activision and Holiday Inn. Key insights?
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Qual or quant?
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Advertising Principles
and Practices
Strategic Planning
The business plan and
marketing plan
provide direction for
advertising planning
and other areas.
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For marketing communication, strategic planning is the
process of identifying a problem that can be solved with
marketing communications, determining:
 Mission – What are we all about
 Objective—a goal you want to accomplish.
 Strategy—means, design, or plan for accomplishing
objectives.
 Tactics—actions that execute the plan, such as how an ad
is designed or written.
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More tightly focused on solving a particular problem
in a particular time frame.
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Includes a variety of messages carried in different
media and sometimes targeted to different
audiences.
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Five requirements of a measurable objective:
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Specific effect that can be measured
A time frame
A baseline (where we are, where we begin)
The goal
Percentage change (subtract the baseline from the goal;
divide the difference by the baseline)
Sample Objective: “The goal of this campaign is to
increase customer awareness of Kodak’s digital
products from 20% to 25% in 12 months.”
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Strategies in search of objectives
Often driven by tactics!
Let’s buy a Super Bowl ad!
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3-***
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Teams
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Rubric
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More detail: Chapter 12
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Creative Briefs Due: Thursday 10/14
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• The DDB Agency found that
a barrier to purchasing cheese
was the lack of good recipe
ideas using cheese products.
• The American Dairy
Association responded by
offering more recipes through
advertising and its
Web site.
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• Kodak’s specialty was
making film; it defined
their brand.
• The “Gallery” campaign
emphasized that Kodak
is about pictures, no
matter what the
technology.
Kodak/frog pic
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Account planners look at advertising as an
“insight factory” instead of an “idea
factory.”
Consumer insights provide fuel for the big
ideas.
Account planners use strategic and critical
thinking to interpret consumer research to
find relevant consumer insights that explain
why consumers will care about a brand
message.
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 Target
 Insight
 Proposition
 Target?
 Insight?
 Proposition?
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 Ecoimagination
 Love Train
 Vegetarian
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Target…frame of reference…point of
difference.
When is a “re-positioning” necessary (e.g.,
Kodak, IBM, 7-Up)?
What about Eukanuba?
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Eukanuba’s “Feed the Breed”
campaign featured photos by a
famous animal photographer who
created artistic images of the unique
features of individual breeds, such
as this spine of a Rhodesian
Ridgeback.
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Table 7.2
Feature
How to Do a Feature Analysis
Importance to Prospect
Product Performance
Yours
X
Y
Z
Price
1
+
–
–
+
Quality
4
–
+
–
+
Style
2
+
–
+
–
Availability
3
–
+
–
–
Durability
5
–
+
+
+
The product in Table 7.2 would compete well on both price and style
against X, on price against competitor Y, and on style against competitor
Z. Competitor X seems the most vulnerable on the two features, price and
style, that consumers rate as most important decision points.
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Positioning statements can be
summarized in one word:
 Volvo: Safety
 Maytag: Reliability
 Coke: Refreshment
Or a set of words:
 Just do it
 The relentless pursuit of perfection
 Think different
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Competitive advantage and differentiation
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Competitive advantage is found where:
 The product has a strong feature
 In an area that is important to the target
 Where the competition is weaker
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Historical Method
 Last year’s budget plus inflation; not based on goals
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Objective-Task Method
 What do we want to do and what will it cost?
 Based on goals
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Percentage-of-Sales Method
 Compares total sales with total advertising to get ratio
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Competitive Budgets
 Use competitors’ budgets as benchmarks and relates to
the product’s share of market
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All You Can Afford
 Whatever is left over; not a strategic approach
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The process of determining the
effectiveness of a campaign.
It’s impossible without established,
measurable objectives.
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Account planning is the research and analysis
process used to gain knowledge of the consumer
and uncover key consumer insights about how
people relate to a brand or product.
An account planner is the agency person who uses
a disciplined system to research a brand and its
consumer relationships to devise messages to
effectively address consumer needs and wants.
Principle:
The account manager is seen as the voice of the
client, and the account planner is seen as the
voice of the consumer.
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Who? Who are you trying to reach and
what insight do you have about how they
think, feel, and act? How should they
respond to your advertising message?
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What? What do you say to them? What
directions from the consumer research are
useful to the creative team?
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Where? How and where will you reach
them? What directions from the consumer
research are useful to the media team?
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Account planners use
consumer research to get
inside the target’s heads,
hearts and lives.
The key to effective
advertising is a powerful
consumer insight.
Account planners are
information integrators
who bring all the info
together; and synthesizers
who express what it all
means in one simple
statement.
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Account planners look at advertising as an
“insight factory” instead of an “idea
factory.”
Consumer insights provide fuel for the big
ideas.
Account planners use strategic and critical
thinking to interpret consumer research to
find relevant consumer insights that explain
why consumers will care about a brand
message.
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Finding the “a-ha” in a
stack of research reports,
data, and transcripts is the
greatest challenge for an
account planner.
 Account planners use
strategic and critical
thinking to interpret
consumer research to find
relevant consumer
insights that explain why
consumers will care about
a brand message.
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The outcome of research, the
communication brief (or creative brief) is a
document that explains the consumer
insight and summarizes the basic strategy
decisions.
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The first step in the creative process, it is
designed to spark creativity and serve as a
springboard for ideas.
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Problem: What’s the problem that communication can solve?
(establish position, increase loyalty, increase liking, etc.).
Target audience: Who do we want to speak to? (brand loyal,
heavy users, infrequent users, competition’s users, etc.) .
Consumer insights: What motivates the target? What are the
“major truths” about the target’s relationship to the product?
The brand imperatives: What are the important features and
competitive advantage? What’s the position? Also, what’s the
brand essence, brand personality and/or image?
Communication objectives: What do we want customers to do
in response to our messages? (perception, knowledge, feelings,
symbolic meanings, attitudes and conviction, action).
The proposition or selling idea: What is the single thought that
the communication will bring to life in a provocative way?
Support: What is the reason to believe the proposition?
Creative direction: How can you best stimulate the desired
response? How can we best say it?
Media imperatives: Where and when should we say it?
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An online mini-film
commercial for
American Express
featuring Jerry
Seinfeld was designed
to entertain and
create brand liking. It
also generated buzz,
which extended its
impact through the
power of word of
mouth.
See the
Ad
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