Campaigns Test 2

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- Managing BE takes
- -Brand loyalty
- -Brand Awareness
- -perceived quality
- -brand associations
- -other propriety brand assets (comparitive advantages)
3 types of IMC
- Sales Promotion
- Public Relations
direct marketing
Trade Sells Promotion Objectives (3)
- Obtain distribution and support for new products
- Maintain support for established products
- Prioritize in store support for key brands
- -display support
- -shelf position
- -advertising
Tactics for Trade Sells Promotion (distributor/in store)
- Trade allowances
- dealer contests
- slotting fees
- point of purchase
- co op
- trade shows
What are the objectives of consumer sales promotion? (3) (get you to try and buy)
- Induce Trial
- Customer Loyalty
action oriented campaign synergy
Consumer Sales tactics
- sampling
- refunds
- bonus packs
- couponing
- premiums
- contests and sweepstakes
- price off deals
- event sponsorship
CURVES IMC Lecture
- Event sponsorship: hot air balloon tour
- Media exposure
- Drew big crowds
- Sweepstakes: Ladies home journal
- "Friends for fitness" membership win
Marketing PR: Had doctors try and reccomend Curves to treat illness/ for better health to patients
Types of PR

Press Relations: Media spots in magazines, news etc

Community relations

Investor relations :Stock/number reports

Crisis Response

Strategic marketing/PR: Magazine "get healthy or else"
Means of Direct Marketing (enablers and channels)
- Credit Cards
- techno/internet
toll free numbers

accountability
- mailing list/mailers
- TV
- Catalogs
- Print
what is a brand?
- promise
- big idea
- expectation
- the meaning/feeling/emotion behind the product or service
loyalty, trust and preference comes with strong brand
what brand is NOT RESPONSIBLE for:
- SALES AND MARKETING!!
- making the phone ring/bringing sales
- close deals
- explain product offerings
- sales to someone who doesnt usually buy the product
Brand loyalty continum aka how peeps become brand loyal
- brand awareness
- brand acceptance
- brand preference
- brand insistence
Assholes always pick ixpensive
7 different types of creative approaches
- USP
- generic/category sale
preemtive claim

product positioning

resonance approach: deep emotion/traditional or family values. campbells soup

affective strategy: cultural, personality match. CHIPS and dinner for two

brand image
what is a creative brief

synthesize all data into an actionable format to inspire creative development
3 critical elements of creative strategy
strategic focal point: what prob are you trying to solve? whats the opportunity?

positioning statement: how you want the consumer to feel about the brand
- unifying big idea:
- vehicle or device thats creates a unifying bond that is continuous. Met life snoopy or afflack duck
Types of Digital Advertising

Display

Search Engine Marketing

Search Enging Optimization

Social

Mobile

Email
how to target display ads

demographic

geographic

contextual

behavioral
What is SEM (search engine marketing)
- form of intenet marketing that seeks to promote websites by increasing their visibility in search engine result pages by mean of
- SEO
- paid placement(not effective)
- contextual advertising (smu/baby stuff on my fb) and
- paid inclusion
what is SEO ( seach engine optimization)

:optimizing: website pages to achieve higher ranking in search results via the process of selecting specific keyword expressions associated to the website
paid inclusions (SEM)

sponsored listings in the tan box in google.
creative continuity and consistency (physical)
- slogans
- taglines
- colors
- graphical elements
- spokerperson/things/personas
Creative continuity and consistency (psychological)
- theme
- image
- tonality
- attitude
what is BE

set of brand assets that adds to brand value

Author

Sanchejq

242327

Card Set

Campaigns Test 2

Description

it sucks

Updated

2013-10-23T12:15:20Z

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