adpr 3100 test 2

strategic planning -advertising -brands & planning -key considerations -key parts campaign components 1. Objective 2. Strategy 3. Tactics objective goal of the campaign strategy (the plan) overall plan for reaching the goal tactics (the execution) specific steps to deliver the strategy advertisings objective from a planning perspective isn't to sell, its to generate awareness. we are hopeful that it turns INTO sales main focus of strategic planning the brand Why brands are valuable? they differentiate and give us instant recognition The most IMPORTANT factor in determining the actual value of a brand Brand equity brand equity it is the value that stakeholders (consumers, distributors, salespeople) think and feel about a brand relative to the competition strategic planning: key parts 1. What/where is our brand now? 2. How do we change our brand to achieve our goals? 3. What specific aspects of the brand do we want to change? 4. What is our resulting plan of action? 1. What/where is our brand now? Brand equity audit analysis 2. How do we change our brand to achieve our goals? strategic options and rec 3. What specific aspects of the brand do we want to change? brand equity research 4. What is our resulting plan of action? creative brief creative brief Single page that summarizes: -Product and its competitors -What do we want the campaign to accomplish? (objective) -Who are we talking to? (target market) -What do they think now about the product or service (current brand or positioning) -What do we want them to think about the product or service? (desired brand or positioning) -Why should they think this? (key features and benefits) -What is our message? (the "One Thing") what determines best kind of advertising? product life cycle stages of products in advertising 1. pioneering 2. competitive 3. retentive 4. newer pioneering 5. newer competitive 6. newer retentive Pioneering stage advertising in this stage introduces an idea that makes previous concepts dated/antiquated until people appreciate the fact that they need it, a product is in the pioneering stage ads: pioneering stage Marketing objective: create the market ads: pioneering stage communications objective: -create awareness -educate consumers -show that a product exists -identify the need superiority over over brands needs to be established to gain _________ preference competitive stage once they accept the product, they will attract competition "which one should I buy" ads: competitive stage Marketing objective: increase sales and market share ads: competitive stage communications objective: -position -unique features products reaching maturity and wide scale acceptance may be in what stage? retentive in retentive stage, you have to attract new customers AND keep existing ones ads: retentive stage Marketing objective: maintain market share and consumer loyalty ads: retentive stage communications objective: -brand -highly visual -creative advertising necessary -typically it is about brand image here true or false: product cycle is linear? False. Its cyclical example of newer pioneering Harley Davidson -existing customers were dying, literally -new idea= online customization objectives: Marketing Communications Marketing objective: what people do (buying behavior) Communications objective: what people think and believe (attitudes) advertising __________ a communications objective & _____________ in marketing objective achieves & assists we bank on what correlation? marketing objective- purchase behavior HIGH CORRELATION Communications objective 1. Awareness 2. Branding 3. Positioning Awareness put it on the radar -increase and create awareness Branding target markets associations with the product -brand & rebrand Positioning how the target market views it in relation to competitors -position -reposition Create awareness increase awareness brand rebrand position reposition target market -market segmentation -demographics -psychographics -market profiles feature a characteristic of the product benefit the good thing that is made possible by the benefit people don't buy features, they buy benefits target market determines the benefit Benefit of summer camp? For kids? For parents? For grandparents? For camp counselors? now, where do we place the message? Outdoor/OOH TV Radio Print Digital OAAA Outdoor Advertising Associations of America examples of outdoor advertising -billboards -transit shelters -bus billboards -bus wraps -building walls -digital outdoor reach % of target audience exposed to an ad (or entire media schedule) in a given time period. frequency Number of times an individual person is exposed to ad (or entire media schedule) in a given time period. cost per impression Varies depending on media choice strengths with product life cycle pioneering stage: builds awareness and brand recognition retentive stage: reminders drawbacks of OOH Exposure voluntary and brief Viewers preoccupied Few premium sites Much criticized as "visual pollution" Weather and geographical considerations (Seattle) OOH strengths Low cost, high frequency needs Local, mobile audience Strong creative Pioneering or retentive stage Supporting other media Gross Rating Points measure of strength of your media buy 50 GRPs for OOH= reaching 50% of the market per day daily effective circulation (DEC) the average # of persons, in cars or other vehicles, passing and potentially exposed to an ad display. This is calculated for the area/where the ad will be placed. per allotment the number of ads required to reach a desired GRP what is TAB Traffic Audit Bureau for Media Measurement (TAB) -Market-based traffic data -Checks sign visibility newspaper strengths -High reach with older, upscale, opinion leaders -Desirable target markets -Immediacy - next day publications -Credibility drawbacks of newspapers -Clutter -Declining readership -Increasing cost of advertising -Challenges from online news aggregators -Nobody wants to pay for news anymore newspaper advertising categories Classified Display Retail (local) National Co-op (Cooperative Advertising) classified About $10 billion a year in ad expenditures in 2008 - now less than $5 billion. display All non-classified newspaper advertising DMA designated market area