Transcript File - RHS Morning Show

Advertising and
Integrated Brand
Promotion
Part 6: STP Marketing
“The best a ma...wait,
who?
From 1903 to the late 1990’s, Gillette owned over
66% of the market on razors and razor blades.
How do we continue growth...
So they took a look at their markets, and segments.
Recognized a change in culture, and how it affected
their segmentation.
“Gillette: The Best a Man Can Get”
Gillette for Women: Are You
Ready
The number of
women shaving had
increased.
Market strategies
hadn’t changed.
Created a new
product line for a
separate
demographic.
BT DUBS:
THIS NEW
AD
CAMPAIG
N COST
GILLETTE
$80
MILLION
DOLLARS
The multi-tonged
approach
Attack hard, attack fast: exposure, exposure,
exposure.
Make decisions based on calculated research and
data, while being creative!
The focus
Theories and practices from today need to work their way into
our pre-production mentality as we approach our project.
So on top of our standard script, storyboard, shot list...
Focus on our reasoning for locations casting, wardrobe, style,
theme, copy
Thennnnnnnn...make sure you’re focusing on consumer type,
needs, functions, benefits, research tendencies...
...while determining which method of advertising would be
best...
...all while being creative :)
Strategy
Just like in chess, or football you need to
constantly plan out moves in order to stay on top of
your opponent, and in control
Advertising works the same way
The consumer is a living breathing entity, and you
must be willing to adapt
Refresh
4 types of human needs
Biological, Safety, Love/belonging, Esteem
2 types of benefits
Functional, emotional
2 types of research
Internal, external
2 types of consumer
Logical, social
STP Marketing
Segmenting- Breaking down diverse markets into
manageable portions
Targeting- Choosing specific segments as the
focal point
Positioning- Creating media that specifically
appeals to the target segment
Demographics
Demographics are the initial segmentation of the
population based on general descriptors such as:
Age
Gender
Race
Marital Status
Income
Education
Let’s Pause...
Does anybody know what the U.S. Census is?
Do it..
Let’s critique
Groups of 3
Work together to form opinions and explanation
Fill out worksheet, and provide an argument for
the question ask.
Be prepared to defend to the class.
Each member of the group will be the
spokesperson for 1 ad.
Ad 1
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Ad 1.5
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decompressor
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Ad 2
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decompressor
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Ad 3
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are needed to see this picture.
Bonus!
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decompressor
are needed to see this picture.