Transcript Chapter 19 - Southeastern

Seminar 228.443:
Language & Culture
Advertising
Dr. Teri Shaffer
Interim Director of the
MBA Program
Associate Professor of
Marketing
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Sources of Information
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Bergh and Katz (1999), Advertising
Principles: Choice, Challenge, and
Change, NTC Business Books.
Wells, Burnett, & Moriarty (2000),
Advertising: Principles and Practice
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Introduction
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Marketing & advertising connection
Integrated marketing communications
(IMC)
Case study: IMC campaign
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What Is Marketing?
The American Marketing Association
Defines Marketing as the Process of
Planning and Executing the Conception,
Pricing, Promotion, and Distribution of
Ideas, Goods, and Services to Create
Exchanges That Satisfy the Perceived
Needs, Wants, and Objectives of the
Customer and the Organization.
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Marketing Concept
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Step 1: determine what the customer
needs and wants.
Step 2: develop, manufacture, market,
and service the goods/services that fill
those particular needs and wants.
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Four Tools of Marketing
Wells, Burnett, Moriarty 2000
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Integrated Marketing
Communications (IMC)
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Practice of unifying all marketing
communication tools
To communicate in a consistent way
To & with stakeholder audiences
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Marketing Communications
Former times:
everybody did their own thing!!
 Today:
all parties must blend their efforts
into producing coordinated
marketing communication.
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The Structure of a
Campaign Plan
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Campaign is complex set of coordinated
activities
Set of objectives
Short-term plan (1 year)
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IMC Campaign Outline
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I.
II.
III.
IV
V.
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VI.
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Situation analysis
SWOT analysis
Campaign strategy
Media plan
Marketing communications
activities
Appropriation & budget
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I. Situation Analysis
Product & Company
The Most
Important
Research Areas
Are:
Consumer & Stakeholder
Market Analysis
Competitive Analysis
Industry Analysis
Marketplace Analysis
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II. SWOT Analysis
Internal
Factors:
Strengths &
Opportunities
External
Factors:
Weaknesses
& Threats
Problem
Identification
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III. Campaign Strategy
Key Strategic Decisions
Objectives
Target Audiences
Positioning Strategy
Scheduling Strategy
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IV. Media Plan
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Media objectives (reach,frequency)
Media strategies (targeting, continuity, timing)
Media selection (specific vehicles)
Geographic strategies
Schedules
Media budget
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V. Marketing
Communication
Activities
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Sales promotions
Trade promotions
Direct marketing
Public relations & publicity
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Amount of Money Available
Appropriation and Budget
Governs all
Strategic Decisions.
Determine the General Scope
Allocated Across
Communication Activities.
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Evaluating the Campaign
Plan
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Most important step
Evaluate effectiveness against
objectives
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IMC Example:
BellSouth Yellow Pages
Wells, Burnett, Moriarty 2000
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Competitive Environment
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Megamergers &
deregulation in
telecommunications
Directories
proliferated
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BellSouth Yellow Pages
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Mid-1990s
Complete review of its brand equity &
awareness
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BellSouth Yellow Pages
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Basis for developing competitive
advantage over other directories
Needed a new branding strategy to
overcome consumer confusion & build
credibility
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BellSouth
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Two companies
South Bell serving eastern southern
states
South Central Bell serving south central
southern states
550 cities and towns
9 state region
Generating $1.7 billion in revenue
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BellSouth
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Renamed South Bell & South Central
Bell to BellSouth
Hired WestWayne advertising agency of
Atlanta to develop new positioning IMC
campaign
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Spokesperson
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Dixie Carter,
Designing
Women television
series
Remodeling
project
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Umbrella Theme
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“Start with the one you know.”
Idea was to create an image of a
dependable old friend
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BellSouth
Campaign Strategy
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Objectives
Targeting
Positioning
Scheduling
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Objective #1
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Introduce new brand, BellSouth Yellow
Pages
50% unaided brand awareness in first
year
80% aided brand awareness in first year
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Objective #2
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Communicate new brand positioning
effectively
Exceed Communicus, Inc. research
company’s unaided recall norm of 14%
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Objective #3
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To improve consumer usage share
above 85 percent
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Objective #4
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To meet or exceed a revenue increase
goal of 2.6%
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Target Markets
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Demographic
Adults 25 to 54 years
Skewed toward women
Psychographics (51% of usage)
“Enthusiastic Brand Shoppers”
“Product Value Shoppers”
“New Attitude Shoppers”
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Positioning
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Two companies, South Bell & South
Central Bell were being brought
together
Campaign designed to communicate
new brand position for Yellow Pages
“The most proven & dependable source
of local buying information” in the South
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Scheduling
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Creative idea: design it as a serial,
similar to a soap opera
11 commercials of Dixie’s efforts to
renovate her river retreat
She demonstrates the value of the
BellSouth Yellow Pages to help her find
contractors and materials
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Communication Strategy
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Message development research
Creative theme
Creative tactics and executions
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Message Development
Research
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21 different campaign concepts were
presented to client
8 were selected for qualitative testing in
7 key markets across various target
markets
Only the “Dixie Carter” concept
performed well
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Message Development
Research
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Copy tested by Diagnostic Research,
Inc. (DRI)
3 rough TV executions to evaluate
series of “episodes”
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Message Development
Research
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Campaign achieved highest copytesting scores for the BellSouth
corporation
Among 5 highest scores ever for DRI
300% above norm
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Creative Theme
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Campaign is series of ads built around a
central theme or big idea
Theme creates synergy that comes
from using different messages for
different audiences in different media
Synergy intensifies impact
Impact is created by repetition
But need variety to make it interesting
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BellSouth
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Serialization of the story
Over 2 year period from 1996 ran 10
different television commercials
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Continuity Devices
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Create link from ad to ad
Characters
Jolly Green Giant
Pillsbury Doughboy
Taco Bell dog
Dixie Carter
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Continuity Devices
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Slogans
“The Pepsi Generation” (1960s-70s)
“The Choice of a New Generation”
(1980s)
“Gotta Have It” (early 1990s)
“Be Young. Have Fun.” (mid to
late1990s)
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Image Transfer
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Ad in one medium
Stimulates listener to think of ad in
another medium
Cheaper medium (radio, outdoor) can
be used to remind people of message
delivered in more expensive medium
(TV)
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Creative Tactics
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Two steps
Creative strategy
What the message says
Tactics
How message will be executed
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Media Plan
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Developed simultaneously with creative
plan
Based on available $
Best combination of media vehicles
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Examples
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Awareness problem
Widespread mass media
Trial problem
POP sales promotions
Reach small niche
Direct mail or Internet
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Media Objectives
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Reach
Frequency
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BellSouth
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3 psychographic segments
These segments may use different
media
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Print Ad to Appeal to
Shoppers
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BellSouth
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Specific TV programming and dayparts
40% Prime
25% Early am/daytime
20% Early news
15% Late news
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BellSouth TV Ads
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:60 second TV
“Dixie Serial Introduction”
:30 second TV
“Kitchen/Outside Atlanta/Internet
Address”
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BellSouth Yellow Pages
Video:
Dixie Carter Television Series
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BellSouth
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Radio formats
Lifestyle magazines
Daily newspapers
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BellSouth Radio
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:60 Radio
Vacation/Real Talking Ads
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Print Ads
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Print Ad
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Other Communication Tools
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Dixie Carter was integrated into all
activities
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Subcampaigns
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B2B sales support campaign targeted at
business owners
New interactive Web site, the Yellow Pages
OnLine, used direct mail and newspaper ads
Donut TV ads for cooperative adv (local
information such as store name & location)
Advertising kit for Yellow Pages sales
representatives
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Appropriation & Budget
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Varies greatly
BellSouth was mid-sized at $12 million
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Evaluating the Campaign
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Measure effectiveness against
objectives
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Objective 1
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Introduce a new brand name
11 mo later, tracking study by Hazelton
research firm
64% unaided brand awareness (goal
50%)
92% aided brand awareness (goal 80%)
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Objective 2
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Communicate new brand positioning
Tracking study by Communicus Inc.
Unaided advertising recall was 32%
Industry norm of 14% (goal)
Exceeds norm by 285%
Aided recall was 79%
Campaign & Dixie’s likability & believability
significantly above norms
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Objective 3
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Improve usage share above 85%
Quarterly Performance Report by the
Yellow Pages Association
Usage share was 87.1%
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Objective 4
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Increase revenues by 2.6%
Increase 3.9% (50% above objective)
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Additional Research
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Millward Brown International
Consumer & business attitudes
More positive for BellSouth
Than for AT&T, MCI, & Sprint
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