Transcript Advertising Strategy

ADVERTISING CAMPAIGN
STRATEGY
DONALD PARENTE
ADVERTISING CAMPAIGN STRATEGY
DONALD PARENTE
1.
Advertising From a Marketing Communication Perspective
2.
The Research Foundation I: Understanding Clients and Buyers
3.
The Research Foundation II : Market Product and Competitive Analysis
4.
Uprising Opportunities and Setting Objectives
5.
Building the Marketing Communication Strategy
6.
Developing a Creative Strategy That Moves People
7.
Communication Planning: Media Strategy and Tactics
8.
Integrated Communication
9.
Enhancing the Marketing Communication Mix
OUTLINE
* Understand how advertising works
at the conceptual level
• 1. SITUATION ANALYSIS
* All planning should be geared toward
meeting consumers’ needs, wants,
interests or problems
• 2. THE TARGET MARKET PROFILE
* Marketing communication and
promotion activities should be
integrated
• 3. OBJECTIVES
* Unified, integrated ads will have
greater effect than the sum of series of
unrelated ads.
* Successful campaigns are strategic in
nature. It has a plan. It is competitive
in nature. It involves series of
integrated actions. A strategic plan
anticipates responses in the
marketplace and plans accordingly.
• 4. MARTKETING COMMUNICATION
STRATEGY
1. SITUATION ANALYSIS
1.
COPMANY ANALYSIS
(sales, profits, production capacity, mission, culture, etc) (SWOT)
2.
CONSUMER ANALYSIS
1. Who are they?
2. How do they use products?
3. What motives them to buy?
4. What do they look for in a product?
5. How do they look at life?
3.
MARKET ANALYSIS
(an extension of consumer analysis)
market: 1) a geographic area _ ex: Turkey_2) a population segment _ ex: Hispanics.
4.
PRODUCT ANALYSIS
How the many aspects of the product match up with the consumers’ needs, wants,
interests and problems.
1) Physical (function) , 2) psychological (brand personality)
5.
COMPETITIVE ANALYSIS
1) company comparison, 2)product comparison, 3) price comparison, 4) price comparison.
-------------------------------------* PROBLEMS and OPPORTUNITIES
after situation analysis
1.
2.
BRAND EQUITY
-What the name represents
-The value independent of the product’s physical qualities is called brand equity
-Brand equity can be the reason why consumers buy the product and can provide avoiding
price competition
*So asses the brand equity after the situation analysis.
PROBLEMS and OPPORTUNITIES
-In marketing problem is any barrier or situation that makes it difficult to achieve an
objective, whether past, present or future.
-Is the company transmitting the most persuasive message?
Is the chosen medium the most cost-effective one?
To what extent are the consumers aware of the product?.....
-crisis
-other companies moves (attacks or tactics)
-An opportunity is a situation or a circumstance that can potentially give the company a
marketing advantage
-Opportunities sometimes come by itself, sometimes come by research and analysis and
sometimes drive from problems.
-internal or external / areas: company, consumer, product (4p), competition, market
Situation Analysis CHECK LIST
1.
2.
3.
4.
5.
6.
7.
8.
To keep up with change and manage it, you have to know the past and
understand it so as to anticipate what will work in the future.
You finish analyzing background information and do more analysis.
Generalized research is waste of time. Information should be more than
descriptive. It should be insightful.
Research Questions should be organized (sections), structured (inside and
outside perspective), detailed (creative, new, useful) and focused (just the
related ones)
Prepare outline of research (in order to be organized)
History of company’s problems and opportunities is more important than the
history of the company
Often the most important product characteristics are the images, personalities
or values associated with the brand name.
Following the analysis of the background information, it’s often helpful to
summarize the problems and opportunities (perhaps in a SWOT format)
2. THE TARGET MARKET PROFILE
Why do we do this?
1.
Get current users to continue using/buying the brand
2.
Get current users to use more
3.
Finding new users for the brand
4.
Finding new users
Delineating The Market (target market definition should be made after all analysis are completed)
1. Demographic
2. Psychographic (including life style)
3. Product Usage (heavy, medium , light)
4. Brand loyalty
5. Consumers’ needs
6. Consumers’ wants
7. Consumers’ interests
8. Consumers’ problems
defining the target market
Opportunities that should be considered
-Changing consumer needs, wants and interests
-Changing consumer life styles (people using internet)
-Emerging markets in country and globally
-Establishing markets globally
-product(brand), company, pricing, distribution, marketing and promotion strengths
-new technologies
Target Market Defining
1. Indifferentiation Market: one mass market (ex: atilim university)
2. Differentiation Market:
1) Divide market into segments (primary, secondary, tertiary :
ex: Luxury cars prim: rich, working men, second: rich working women, tertiary:
rich companies, …)
2) Target groups in target market (ex: toys; moms and children)
3) Target Market Segments (ex: ice cream; children, teenage, women, family…)
3. OBJECTIVES
*Translate opportunities into objectives
-Objective is the desired end of an action
Objectives should be specific and measurable
1. Realistic
2. Time bounded
3. Unit oriented
4. Output oriented
5. Single purposed
6. Cost effective
-Corporate objectives (financial / production / administrative / cultural…..)
- Marketing Objectives (4P)
-Advertising Objective (creative / Media / Sales Promotion)
objectives check list
-
Objectives provide direction so everyone is working toward the same end
Objectives provide accountability
Advertising objectives and goals determine which thoughts and feelings should be evoked
in order to create stimulus. (ex: awareness/favorability/use more….)
All objectives should be written down
4. MERKETING COMMUNICATION STRATEGY
1.
2.
3.
4.
5.
6.
Advertising Strategy
Creative Strategy = Big Idea, 1)physical 2)psychological, Prepare a creative
brief
Media Strategy
Objectives------Strategy-------Tactics
1) Reach 2) Frequency 3) Continuity (price and consumer concerns)
Sales Promotions Strategy
Consumers: sampling, coupons, price offs, bonus packs, sweepstakes…
Trade: price reduction, dating, free goods, corporate advertising, trade shows….
Public Relations (publicity)
Direct Marketing Strategy
Data based Marketing (internet, e-commerce, e-mail, sms, phone calls) (TV,
door-t0-door…)
Others
1) Special Message Strategy: multi-tired ads, cause-related ads, green marketing,
cross promotions, brand entertainment
2) Special Media Strategy: internet (e-commerce), buzz, guerrilla
Strategy
-
Strategy is all about identifying the actions that will give the brand a competitive
edge.
-
Strategy should be focused on message content, media decisions, way to convey
and deliver the message (rhetoric).
Fallow the steps:
1) Determine selling focus
2) Manage Brand Equity
3) Position Message
4) Fund the Marketing Communication
5) Target and Deliver the Message
Strategy
-There is at least 3 important targeting decisions
1) Whom to target
2) How to reach them efficiently (message)
3) How to use media and other tools
-Problems:
too many similar products,
too many ads,
too many promises and
fast life
*Ads has to have stopping power “smt” that makes people pause and pay attention.
*Also this “smt” should make consumers remember the specific feeling or
information.
Without these;
Ad may be a brilliant piece of film or print but not a good commercial. Ads should be
both “creative” and “persuasive”.
Advertising Strategy
Advertising Strategy = Creative Strategy = Big Idea
-You need a Strategic Focal Point which is the creative strategic statement
Ex: Energizer-Energizer batteries keep things going (longer) than other guys
Ex: Red Bull-Red Bull gives you energy
Ex: Coca-Cola: Coca-cola is the real cola
Advices
1. Don’t say it, demonstrate it (ex: sexy, healthy, young,…)
2. Don’t look or sound like an ad (!)
3. Make the ad the logo
4. Treat brands like people
5. Involve consumers (ex dove/women)
6. Use humor
7. Sex Still sells, but be careful
Media Strategy (Media Planning)
-Companies continue to spend large amounts of money on mass media, but
aggressively seek new ways to connect with consumers
Because:
-consumers are distracted
-consumers are multi tasking (especially while watching TV) (traditional=passive)
-consumers are exposed to so many messages
Media planners need more than a calculator or a good software. They need good
judgment and imagination. (more creative approaches)
*The basic purpose of media or any communication is to deliver the messages
efficiently (cost) and effectively (attract, influence and persuade)
Media Strategy (Media Planning)
-Companies continue to spend large amounts of money on mass media, but agresively
seek new ways to connect with consumers
Because:
-consumers are distracted
-consumers are multi tasking (especially while watching TV) (traditional=passive)
-consumers are exposed to so many messages
Media planners need more than a calculator or a good software. They need good
judgment and imagination. (more creative approaches)
*The basic purpose of media or any communication is to deliver the messages
efficiently (cost) and effectively (attract, influence and persuade)
Public Relations Strategy
-Not look like it’s an advertising
It’s usually identified with the medium (like news-TV, not with company or
brand).
So it’s more credible. (trustable, believable)
-The downside is lack of control over message content and timing
-PR activities in general less expensive
-PR supports advertising campaign (news stories, articles, sponsorships, social events,
trade shows, conferences, press releases etc.)
-PR activities generate awareness, interest, excitement and buzz among consumers.
-PR also works for audiences like employees, government officials, stockholders or
local communities (NGO) (all related public/stakeholders) ex: meetings,
workshops, annual reports, company newsletters…
-PR’s most important activity is the generation of positive publicity for the brand and
company.
ex: 1) informing consumers/customers (news stories) (try to find some)
2) persuading to purchase (well timed and placed stories)
3) Dispelling negative opinion and information (crisis)
Other PR ex: 1) building store traffic (having celebrities in the store or use your prod
2) event setting (ex Efes basketball team-concert)