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Themes for Advertising Campaigns Approaches Rational Creative Approach Emotional Creative Approach Using an Endorser Rational Creative Approach COMPARATIVE ADVERTISING : 2 or more recognizable brands of the same class are compared on various product attributes Implied comparisons (brands not mentioned) or Explicit comparison (brands named) Used widely when the buying will be objective led Effectiveness Not to raise preference ratings for self but to lower the preference ratings of competitors Scores high on recall & attention Misidentification Brands using other competitor names creates confusion about which brand is being advertised specially in TV or radio Leader vs Follower Direct advertising by challenger ads gets them in the same consideration sets as that of the leader in the mind of the consumer Market leader has a lot to loose by direct comparison as they are creating free awareness for the other brands Market leaders can use indirect comparisons Inoculative Advertising – Building Resistant Advertising The goal of advertising/marketing is to “defend” Refutational Advertising Explicitly or implicitly stating competitive appeals/consumer beliefs & then refuting them Eg. Hertz explained the many benefits of renting a Hertz car. Avis refuted the claim of “No. 1 equals the best” by suggesting “No2 tries harder” Refutational Advertising Make competitive attacks appear less credible The only disadvantage is that it offers consumers additional info about competition & might just enhance competitor’s image Emotional Creative Approaches Emotion evoking creative are suitable for low involvement categories (candy, soft drinks) & high feelings categories ( perfumes, jewellery, watches, etc) Resorts to using myriad emotions - Warmth, care, love, humour, fear, celebrity Using An Endorser Why Does It Not Work Improper positioning : Associating with a star, however big he or she may be, in itself does not guarantee sales. The most it can do is generate interest in the product or create a buzz around it. Eg. Maruti Versa. In spite of Amitabh Bachchan and his son Abhishek Bachchan as brand ambassadors sales remained sluggish. Improper positioning The Big B magic did work and the ads created significant interest, drawing people into the showroom. The positioning itself was faulty as people were expecting a larger than life car, just like the brand’s ambassador. Versa re-positioned as a family car, with the core proposition being, “the joy of travelling together.” Improper positioning The Versa witnessed an upswing in sales. Earlier average sales were 80-100 vehicles a month. After re-positioning they were selling 450 vehicles a month Brand-celebrity disconnect If the celebrity used represents values that conflict with the brand values and positioning, the advertising will create a conflict in the minds of the TG. EG. Toyota chose teeny-pop singer Britney Spears for its brand Soluna Vios, a family sedan, which is preferred by married men and women with children. A youth icon like Britney would’ve been better used by Toyota for a sleek sports vehicle rather than for Soluna Vios, Toyota should choose someone like a mature man, Harrison Ford for example. Brand-Celebrity disconnect When the celebrity’s imagery is used to etch a personality for a brand from scratch, there is a strong issue of the star overshadowing the brand itself. Reid and Taylor runs the danger of being known as the Bachchan-wallah suiting. The identity of the brand is subsumed by that of the star. Clutter Flutter A deluge of celebrity endorsements leads to clutter that it aimed to break. Eg.Amitabh Bachchan endorses Pepsi, ICICI, Parker Pens, Nerolac, Dabur, Reid & Taylor, Maruti Versa, Cadbury and a few social messages Same with Shah Rukh Khan endorsing Omega, Tag Heuer, Pepsi, Hyundai, Clinic All Clear, Airtel, etc. Dissatisfaction with Product Quality/Performance You cannot sell an ordinary product just by making a celebrity endorse it. This way the product will fail faster because the presence of the celebrity will create a buzz and more people will know about the “ordinariness” of the product. Dissatisfaction with Product Quality/Performance Eg. Sachin Tendulkar’s endorsement of Fiat Palio was quite a success initially. But as word about the poor fuel efficiency of Palio spread, its sales took a beating. In this case, Sachin’s presence could’ve worked wonders but for the poor performance of the car in a market that is highly performance conscious Confusion/ Skepticism Some viewers forget the brand that a celebrity is approving. Others are so spellbound by the personality of the celebrity that they completely fail to notice the product/brand being advertised. A case in point is that of Nerolac Paints, which is endorsed by Amitabh Bachchan A study by Cyber Media Research showed that 80% of the respondents when asked to associate Bachchan with a paint, did so with Asian Paints Vampiring The concept of a celebrity becoming bigger than the brand is known as Vampiring. The customer ends up remembering the celebrity but not the brand. EG. Dinesh Suitings used Gavaskar and let him rule the brand. In the minds of a customer, Sunil Gavaskar was the brand identification for Dinesh. Reputation of Celebrity Celebrities being human make mistakes but their mistakes get as much attention as their celebrity status and this can adversely affect the brands that they are endorsing. Eg. Magic Johnson lost his endorsement deals when he announced in 1991 that he was HIVpositive. It wasn’t until July 2003 that he landed his first endorsement deal since the announcement. Closer home Pepsi severed its association with Azharuddin and Jadeja when they got embroiled in the match fixing controversy Cost Celebrities not only devour the brand with their larger-than-life shadow, they also eat up a substantial part of the budget. It doesn’t make economic sense to use celebrities . The 30-second TV ad is reduced to a 15-second reminder and the media list shrinks to the point where the so-called celebrity-advantage becomes self-defeating. Inadequate exposure will always lead to inadequate results out of the partnership Why It Works Trait-Brand Connect The strategy for a brand should strongly warrant the use a known face in an idea. The celebrity values are synergistic with the brand values Unless the celebrity's values, the category benefit and the brand values are closely linked, there are chances that the celebrity will be remembered more than the brand he is advertising for. Breaking Clutter In today's world of fragmented media, high clutter and minute-short attention spans, celebrity endorsement offers high impact, notice ability & high recall Building Credibility After the negative impact of the worminfestation controversy, Cadbury India wanted to get the message of new strengthened packaging & reinforcing trust The quickest way was to use a celebrity capable of drawing attention to the message. Building Credibility And who better than Amitabh Bachchan, the biggest celebrity of them all In his absence, this task would have taken far more time to percolate across the country. Expertise & Trustworthy A well-known face would obviously speak for more expertise than an ordinary one. EG. Reebok would always be better advertised by a Sachin Tendulkar. This refers to the customer’s confidence in the source for providing information Expertise & Trustworthy EG. Getting Amitabh Bachchan to advertise ICICI’s services lends credibility to their product. Subconsciously the investors feel that a product endorsed by the Big B will be safe & they will get back their money. Aspirations People ape celebrities in their day-to-day activities Brand- Celebrity Connect Effective celebrity endorsements occur when both brand and celebrity have equal status in the relationship. Over the years, non-celebrity based advertising had built a sharply etched personality for brand Perk — fun, mischievous, bubbly and simply “perky”. The marriage in 2003, with one of the original Perk models, Preity Zinta, who embodied very similar values, has only further strengthened the brand’s imagery. Brand-Celebrity Connect When the unique differentiator of the star is completely woven into the execution of the communication, that the effectiveness of the idea is enhanced manifold. One cannot imagine the Thanda Matlab Coca-Cola campaign without Aamir Khan. Exclusivity The most effective celebrity endorsements occur when there is a degree of exclusivity and mystery attached. Indiscriminate endorsements do tend to erode the value of the partnership. Use of Humour Humor works for products that people have low involvement Humor is also good at getting attention Humor in the ad has to have a tie up with the product Else, people will only pay attention to the humor and ignore your product The Advertising Budget Competitive Parity Advertising budgets are set according to what competitors have No logic & leads to failure as the company’s advertising needs/marketing requirements do not match the budget Affordability Budget set according to what the company can spend/afford This also leads to failure especially if the brand cannot maintain threshold levels Small firms adhere to this Fixed Percentage of Turnover Budget is set according to a specific percentage of sales EG. 1%-2% of their total turnover No direct relation to the advertising objectives/ promotional requirements Different brands/products at different stages of their life cycle require varying levels of advertising support Budget Based on Functions to be Performed A modern & objective approach Companies require some real benefit through advertising The quantum of funds required to attain the specified advertising goal is decided on a functionto-function basis Ad objectives are set, roles in achieving the marketing objective is decided & then advertising appropriations are decided on a market to market, product to product & brand to brand basis Regression Analysis Done on historical data – time series data or cross sectional data Time series data records past advertising expenditures& sales over time Cross sectional data records ad expenditure & sales for a specific time over different markets Majority use time series data Aim is to predict dependable variable – sale & market share Adaptive Control Model John D.C Little introduced this model Model recognizes that advertising budget decisions need updating because the relationship between advertising & sales changes overtime with changes in the market conditions The Compromise Blend the methods to arrive at a “compromise budget”