Transcript Mkt 340 Class4-Positioning - Cal State LA

Classifications of Advertising,
Positioning, Branding, and
Ad Research
Adapted from
Milton M. Pressley
and from Philip Kotler
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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
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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
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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.
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Perceptual Map
Luxury
Conservative
Sporty
Economical
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The Positioning Statement
• The positioning statement guides the execution of
the Integrated Marketing Communications
message.
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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.”
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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.
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Features
Demonstrations
Research Results
Seals of Approval
Guarantees/Warranties
Trial Offers and Samples
Reputation
Testimonials/Endorsements
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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
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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.
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Expanding the “U.S.P.”
Unique/Exclusive
Lasting
Believable
Selling/Important
Criteria
for
Determining
Which
Differences
to
Promote
Preemptive
Supportable
Communicable
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Research in Advertising
Adapted from
Milton M. Pressley
University of New Orleans
Assisted by D. Carter
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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.
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Advertising Research
Five Main Categories (Cont.)
1. Positioning Research: What to say.
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Competitive Analysis
Self-Assessment
2. Target Audience Research: To whom to say it.
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Anthropology and Sociology
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Social Class and Stratification
Trend Watching
Cohort Analysis
Life-Stage Research
Psychology
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Values and Lifestyles (VALS2)
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Advertising Research
Five Main Categories (Cont.)
3. Creative Research: How to say it.
– Pretest/Concept Testing Research
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Copy research
Card concept test
Layout test
Animatics
Finished Commercial Testing
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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
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Advertising Research
Five Main Categories (Cont.)
5. Marketing Environment: How’s the world.
– Trend Analysis/Futurism
– Internet interaction
– Field trips
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Research Methodologies
• Quantitative:
– Surveys
– Universal Product Code
– Database mining
• Qualitative
– Focus groups, in-depth studies
– Projection
• Observation
• Test markets
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Mid-Term Presentation
Topics and Order
Cover the following:
Who’s My
Customer?
What’s My
Product?
What problem do
they have?
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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
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