Transcript File

Advertising
Advertising is a form of communication
intended to persuade an audience (viewers,
readers or listeners) to take some action.
"Advertising is any paid form of non-personal presentation
and promotion of ideas, goods and services through mass
media such as newspapers, magazines, television or radio by
an identified sponsor".
"The means of providing the most persuasive possible selling
message to the right prospects at the lowest possible cost".
(The Institute of Practitioners in Advertising (IPA))
STRATEGY
• PUSH STRATEGIES
• PULL STRATEGIES
• PROFILE STRATEGIES
PULL STRATEGY
PUSH STRATEGY
DIRECTION OF COMMUNICATION IN A
PROFILE STRATEGY
MARKETING COMMUNICATIONS
STRATEGIC ECLIPSE
RABOSTIC MODEL OBJECTIVES
• WHAT ARE WE TRYING TO ACHIEVE? IF WE
DON’T KNOW WHAT WE ARE TRYING TO
ACHIEVE HOW DO WE KNOW IF WE
ACHIEVE IT?
• AN OBJECTIVE IS ‘THE GOAL OR AIM OR
END RESULT THAT ONE IS SEEKING TO
ACHIEVE’
– BUTTERFIELD (1997)
OBJECTIVES (2)
• CORPORATE OBJECTIVES DESCRIBE
THE OBJECTIVES OF THE WHOLE
ORGANISATION
• THEY WILL BE SUPPORTED WITH A
NUMBER OF OTHER OBJECTIVES
(FINANCIAL, MARKETING, HR) WHICH
SHOULD INTEGRATE TO ACHIEVE THE
CORPORATE OBJECTIVE
OBJECTIVES (3)
• MARCOMS OBJECTIVES MAY FOCUS
ON SALES OR AFFECTING THE MIND
OF THE TARGET AUDIENCE.
• MODELS SUCH AS AIDA MIGHT BE
USED TO RELATE TO OBJECTIVES
OBJECTIVES (4)
• OBJECTIVES SHOULD BE SMARRTT
– SPECIFIC
– MEASURABLE
– ACHIEVABLE
– REALISTIC
– RELEVANT
– TARGETTED
– TIMED
Above the line promotion
• Media ads
TYPES OF BELOW THE LINE
PROMOTION
•
•
•
•
•
•
•
SALES PROMOTION
PUBLIC RELATIONS
SPONSORSHIP
DIRECT MARKETING
PERSONAL SELLING
EXHIBITIONS
PACKAGING AND PRODUCT PLACEMENT
TO STANDARDISE OR
LOCALISE?
• THOSE WHO FAVOUR
STANDARDISATION ARGUE THAT
CONSUMERS EVERYWHERE HAVE
THE SAME BASIC NEEDS AND CAN
THEREFORE BE PERSUADED BY
UNIVERSAL APPEALS.
STANDARDISATION STRATEGY
• THE USE OF SIMILAR OR IDENTICAL
MARKETING COMMUNICATIONS
ACROSS COUNTRIES
WHEN IS STANDARDISATION
APPROPRIATE?
• BRANDS THAT CAN BE ADAPTED FOR
A VISUAL APPEAL
• BRANDS THAT CAN BE PROMOTED
WITH UNIVERSAL APPEALS
• HIGH TECH NEW PRODUCTS WITH NO
CULTURAL HERITAGE
• PRODUCTS WITH A NATIONALISTIC
FLAVOUR (IF THE COUNTRY HAS A
REPUTATION IN THAT AREA)
• PRODUCTS THAT APPEAL TO A
MARKET SEGMENT WITH
UNIVERSALLY SIMILAR TASTES,
INTERESTS, NEEDS AND VALUES
BENEFITS OF
STANDARDISATION
• COST REDUCTION OR GREATER
EFFICIENCY IN PLANNING AND
CONTROL.
• BUILDING INTERNATIONAL BRAND
AND IMAGE
• SIMPLIFICATION OF COORDINATION
AND CONTROL
• EXPLOITATION OF NEW IDEAS
STRATEGIC RESPONSES TO
STANDARDISATION
• CENTRIPETAL FORCES – INTERNAL
ORGANISATIONAL FORCES PULLING
AN ORGANISATION TO STANDARDISE
MARKETING PROGRAMMES
• CENTRIFUGAL FORCES – COUNTRY
LEVEL FORCES EXTERNAL TO AN
ORGANISATION PUSHING IT TO ADAPT
MARKETING PROGRAMMES
POSSIBLE STRATEGIES
PRODUCT
COMMUNICATION
STRATEGY
STANDARDISE
LOCALISED
STANDARDISE
PRODUCT
SAME PRODUCT
USE CURRENT
COMMUNICATION
STRATEGY
SAME PRODUCT
ADAPT
COMMUNICATION
LOCALISED
PRODUCT
ADAPT PRODUCT
USE CURRENT
COMMUNICATION
STRATEGY
TOTAL
ADAPTATION
PRODUCT AND
COMMUNICATION
• STANDARDISED GLOBAL MARKETING
COMMUNICATIONS MAY BE
IMPLEMENTED FOR THE WRONG
REASONS:
• SHORT TERM PRESSURE ON
BUDGETS
• TIMING PRESSURES
FACTORS PREVENTING
STANDARDISATION
• WILKINS (2002) SUGGESTED:
• MARKET DIFFERENCES
– ECONOMIC FACTORS
– MEDIA ENVIRONMENT
– ADVERTISING REGULATIONS/RESTRICTIONS
• CONSUMER DIFFERENCES
– CULTURAL DIFFERENCES
– COMMUNICATION SYNTAX
– EXPERIENCE OF THE BRAND
ADAPTATION STRATEGY
• MARKETING COMMUNICATIONS
MESSAGES AND MEDIA THAT ARE
CHANGED FROM COUNTRY TO
COUNTRY TO BETTER SUIT THE
PARTICULAR REQUIREMENTS OF
INDIVIDUAL MARKETS
LOCALISATION/ADAPTATION
• PROPONENTS OF THIS VIEW ASSERT
THAT CONSUMERS DIFFER FROM
COUNTRY TO COUNTRY AND MUST
THEREFORE BE APPROACHED
DIFFERENTLY.
THE THIRD WAY
• MANY ORGANISATIONS ARE
MAINTAINING A HIGH PROFILE GLOBAL
BRAND IMAGE WHILST USING MORE
LOCALISED MESSAGES TO SPEAK
DIRECTLY TO COMMUNITIES
Figure 7.3 The briefing process.
© Pearson Education Limited, 1999