Advertising Quiz #4

positioning statement

a short internal sentence that states who the brand is for, the category it competes in, the main benefit, how it is different, and why customers should believe it

Segmentation vs Positioning

• Segmentation groups people

• Positioning groups brands (by images/perception)

touchpoints

• Consumer journey from the moment they wake up to close their eyes

• Various points where you can make an impact 

primary segment

• most likely to help you achieve your objectives

  • Heavy half

  • Ready now buyers

  • Interested consumers

secondary

• Most likely to become primary

tertiary

• Long term 

brand loyalty across countries

• The UK is very brand loyal, same with the French just for some categories

• Australia, Canada, the U.S. are not brand loyal

• Some countries don’t have a lot of brands, forcing them to be brand loyal

Who’s most likely to switch brands?

• Those that use competitive products, are most likely to switch brands and learn about your brand

every target segment must be

• Definable – you know who they are, everything about them

• Reachable – you can access them

• Sizeable – how many

agencies

• Broad experience

• Faster paced – running against client deadlines, not your own

• Lower pay

in house

• Specialized experience

• Slower paced

• Higher pay

agency roles

• Account management - general contractor

• Strategy - architect

• Creative - interior designer

• Production - construction crew

types of segmentation or positioning

• Demographic/geographics

• Psychographics/lifestyle

• Stage in buying process

• Benefit (benefits not features)

• Volume (heavy, medium, light, non-users)

• Usage (brand loyal, primary, secondary)

There’s only one instance where you would want to stress features instead of benefits…

Otherwise?

• when there’s a unique selling proposition that’s protected for a period of time by market forces, patents, AND it’s something that the consumer needs

• otherwise, benefits are usually better because features can be duplicated.

as for volume, who should your target market be?

• Heavy users because they’re the most likely to do what you want them to do (or heavy users of a different brand that does something similar)

  • Your return on investment for them is much greater

  • 80-20 rule, the heavy half – disproportionately small percent of the audience that consumers more than half of the product category

    • Your primary target audience is one thing. It has to be large enough that it consumes enough

secondary usage brands (as opposed to brand loyal or primary)

• When you have something you’re brand loyal to but when you don’t there’s always this brand

  • Ex. name-brand vs. store-brand, if the grocery store brand is cheaper then you might pick that even if you were loyal to the name-brand

Americans are…(regarding brand loyalty)

• Americans are not brand loyal because we have so many brands available 

Semantic noise

• Semantic noise: putting my perception of what’s going on in the world right now on that particular situation that was happening.

  • Really important to schedule your research at the same time and test your results to see if there’s not any bias going on or noise going on

perceptual map

• Visualization of position vis-a-vis competition

• A good position is easily mapped

• Tells the brand story 

objectives, strategies, tactics

• Objectives = goals

  • Never have a strategy as part of your goal

  • The client only really cares about the goal and if you don’t meet it they’ll go to another agency

• Strategies = broad methods of achieving

• Tactics = executions

Types of objectives in marketing communications plan and their correct order

1. Media

2. Communication

3. Creative

4. Marketing

reach

• the number of different people that have the potential of being reached (that doesn’t mean that they all got the message or paid attention to the message)

objectives

• Begin with “to” 

• Must be measurable

  • Numbers and time frame

  • Logical order

  • Time frame

media objective

• Ex. if you reach 80% of your target audience, then you can communicate to 60% of them

• Define who’s your target audience and how many of them you can reach

• just the ability of the message to get out there to people, ex. Reach 80% of your target audience, or reach them a certain number of times

communications objective

what do you want them to understand

• This deals specifically with your positioning. 

• Look at your reach figure and then go down from there to see how many people you’ll actually engage with. If your reach is 80%, your brand name recognition is the next highest on recognition (50%?), and the people who know your brand by heart is probably 10% for example. 

creative objective

• Do they get the message in the creative way? Do they understand coke is always in red?

• how do you want to achieve your communication objective, what vehicle will you use

marketing objective

• Have to do with sales, not communication

• To sell a certain number of units, to achieve a certain market share, to take market share away from, to maintain market share, to get people to go to the website, anything leading up to a sale

• Marketing is always last

reach vs. frequency

You need reach, if you don’t have reach people will never hear of it. Frequency is not as important because the message isn’t complicated. If you’ve target correctly, if your market is the one most likely to use your brand, then even without heavy frequency they’ll be able to say they’ve heard of it. The more you want them to remember, the more frequency you’ll need and make sure to hit them at a time they’re more likely to want it.

Rule of thumb

You want to reach at least 80% of your primary target audience, even if you don’t have a lot of money

how to create a big idea

• List every feature of your product & their benefits

• Identify a rising trend & ask which of your benefits can tie into that trend, Identify those benefits as potential USPs

• Talk w/industry experts and potential customers about which USP is strongest

• Create a big idea for each strong USP

  • USP applies to the product, big idea applies to the marketing

  • Big idea comes from USP but not the same thing

  • Has to be able to sustain a whole campaign not just a single ad

Marketing budgets have…

…steadily declined—30% over the past five years, according to Gartner—yet expectations for impact remain high and it’s more complex to reach customers

steps in getting to big idea

consumer

category

culture

company

types of media channels

• TV

• Outdoor

• Radio

• Magazines

• digital/social 

• Experiential

reach vs impressions

impressions: # of times an ad is seen (includes duplicate people)

reach: # of unique users who see the ad

frequency: impressions/reach = number of times individual users see the ad

medium vs vehicle

• Medium: the broad mass communicator (tv, magazine, social media)

• Vehicle: traditional tv, streaming tv, social media videos, or the actual program, like Grey’s Anatomy

AI NDI

• Shopping is shifting to AI answers

• The new playbook

  • Be visible to AI

  • Upgrade, don’t replace traditional marketing

  • Lean on human proof

legs

does a campaign have legs, is this idea limited or could it go on and on?

media decisions

• Where do you want to appear, when do you want to appear, and why?

  • Important for the standpoint for your rational

  • It used to be all about numbers but now it’s more creative

  • Our big idea could even be a media choice, we’ll use a specific medium to communicate extensively

Unattainable triad

1. Reach

   1. most important when you’re a new brand

2. Frequency

   1. more important when you have a message that you want people to act within a certain time period or if ur message is complicated, & includes share of voice)

3. Continuity

   1. we adjust continuity to accommodate for a lack of money.

paid media

• Paid: you have less control compared to owned media

owned media

• Owned: media on the channel that you own (ex. The company’s Instagram, TikTok, website) so you control it and put advertising/messaging on it for free

earned media

• Earned: the same as PR (publicity) – get someone to talk about our message without paying for it

  • A lot of people think they can get earned media for nothing

  • You pay for earned media by paying for advertising, which gets people to spread the message for you

media measurements

• Gross impressions (reach x # of ads)

• CPM (cost per thousand)

• Gross rating points / GRPs (reach x frequency)

• Engagement, clicks, click-throughs

• Conversions (achievement of goals)

• Leveragability 

CPM considerations

• Cost per 1k prospects is going to cost you more, but is more valuable because you have less waste

• If you’re not in your target market but I still reach you, I’m paying for you but you're a waste because you won’t produce sales, communication effects, etc.

biggest inhibitor to being creative

fear

creating the campaign

• “Seamless”

  • Everything says the same thing, regardless of the medium, it can stay consistent throughout 

• Recognizable

• Resonates

• Measurable 

  • In the academic sense, quantitative results are better BUT nothing speaks better than a quote from your target audience

types of communication objectives

• Aided (prompted)

• Unaided (top of mind)

• Position of brand

• Brand and product life cycle

• Buying process

positioning

• Aided

• Unaided

communication objectives examples

• To have 80% of PTM and 60% of STM recognize that Habit is a sunscreen habit for their skin type

• To have 89% of PTM and 60% of STM recognize that Habit is a sunscreen habit for their generation

• To have 50% of PTM and 30% of STEM recognize that Habit sunscreen is easy to use

• To have 2% of PTM have top of mind awareness of Habit when thinking of sunscreens