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Target Segment
Subgroup ( of a larger market) chosen as the focal point of a campaign.
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Position
Designing and representing the product/service so that it will occupy a distinct and valued place in the target consumer's mind
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Positioning Strategy
Selection of Key themes/concepts that the organization will feature when communicating this distinctiveness to the target segment.
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STP marketing ( IMPORTANT)
It represent a Sound basis for generating effective advertising, because a market with any diversity will need to be approached from multiple angles.
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2 ads from seventeen magazine
Different target segments
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Beyond STP Marketing 2 options to Maintain Vitality
- 1. Reassess the segmentation strategy
- 2. Pursue product differentiation strategy
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Psychographics( AIOS)
emphasizes the understanding of consumers' Activities, Interests , and Opinions( AIO)
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3 Motivations of VALS
- ideal
- Achievement
- Self-expression
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Lifestyle segmentation under the psychographic segmentation
- Vals ( Value and and lifestyle)
- motivation ( ideal, achievement, self-expression)
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VAl
- Values and LifeStyles.
- Organized in terms of resources and primary motivation.
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Prioritizing Target Segments
- 1. What segment wants Vs firm's ability to provide it
- 2. Size and growth of potential segment
- 3. Evaluate the competitive field.
- Business compete for segment's business and decide whether it has a particular expertise, or just wast of money.
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The best way to engage niche markets it via?
- Social market
- ( GM=2% of the Celiac disease)
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3 essential tips for effective positioning
- 1. Deliver on the promise
- 2 There's magic in consistency
- 3. Make it different simply.
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State Farm ad is an example of what virtue in positioning?
Consistency " Like a Good Neighbor: has been a hallmark of the brand for years.
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What positioning them does the AXE ad apply?
It uses user positioning
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Repositioning
Redeploying the STP Strategy to revive a failing brand and arrive at a new positioning strategy
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What type of positioning does the Tylenol ad apply
It applyes competitive positioning
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Value Proposition
Functional, emotional, and self-expressive benefits of the brand to target segment. It's critical to the ongoing success of a firm.
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Three Fundamental positioning theme
- 1 Benefit ( Customers get from the brand)
- 2. User (specific profile of the target)
- 3. Competitive ( use competitor show what you can do)
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4 Dimensions on which to evaluate research
- RVTM
- 1. reliability
- 2. Validity
- 3. Trustworthiness
- 4. Meaningfulness
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Developmental Advertising
Consumer insight. What bernbach demanded
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Developmental ad
Method: Design Thinking
Get marketers and advertisers to think like designers. ( What consumers really need) instead of engineer
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Copy research
- Evaluative research
- It reserches on the actual ads themselves.
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Copy research : Communication Tests
- determines whether or not customer" get" the message clearly.
- Is there unintended double enterdre or image?
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6 Evaluative Criteris of the Copy Method
- 1. What do they remember
- 2. knowledge
- 3. attitude change
- 4. Feelings and Emotions
- 5. Physiological Change
- 6. Behavioral intent
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Cognitive residue
Pieces of the ad mixed with consumer's own thought and reactions that are left in the mind.
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Account planning Vs. Traditional research
- 1. work with single client
- 2. Research is more prominent
- 3. planning Agencies use more qualitative and naturalistic research.
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advertising plan
IBP components built in a seamless and synergistic way.
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Steve Jobs + agency=
exceptional example of blending elements
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7 Fundamental Objectives in Advertising Plan
- 1. Brand awareness
- 2. Creating, changing, reinforcing attitudes
- 3. Influence purchase intentions
- 4. Stimulate trial
- 5. Repeat urchases
- 6. Switch from another brand
- 7. Increase Sales.
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Foxtrot Comic demonstrate what
Vampire creativity
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Luke Sullican Quote
Creatives controlled by noncreatives
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Ex 9.14 ; Assuring Poor Creative
- 1. Treat your target audience like a statistic
- 2. Make your strategy a hodgepodge( not having a single, dominant message)
- 3. Have no philosophy( not having a consistent vision/way of doing things)
- 4/ Give your client a candy store( having a bunch of half-baked ideas in stead of 1 or 2 strong ones)
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Executing IBP campaigns is like
- Conducting an orchestra.
- Advertising is a team sport and relies on synergy
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Cognitive Styles
- Left brain +right Brain
- You want a mix of both
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The hallmarks of effective teams are
Trust, communication, group accountability
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What does the Creative Director do
Typically in leadership role of maestro
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Persuade the consumer
- Convince the consumer to buy through high-engagement arguments
- Method: Reason-why, Hard sell, Comparison, demonstration, advertorials, infomercials.
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P-O-P
- Point of purchase branding, A display at the point-of-purchase is a trigger to remind people of the brand. Part of promoting brand recall.
- It's the implication of repetition and jingle.
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Feel good ads
Instill brand preference
Work through effective feelings/associations about ad linked to brand to instill brand preference
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What does Stan Richard said about feel good ad
- One should always try to develop ads that consumers like.
- If they like the ad they're more likely to buy the brand
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Sex Appeal
feeling based ads that are attention getting and arousing. An important consideration to effectiveness is how appropriate it is for the product.
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What companies do a good job of defining a brand image?
Nike, Apple, McDonald's and coke all rely heavily on visuals.
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Creative message strategy
is where Culture, mind and brand merge
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Brand management and Creativity
- Brand management is skeptical but recognizes that to be effective the ads must be creative.
- The basic principles of creative communication, good writing, and effective visual haven't changed. The media has.
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Brandscapes
the total environment in which the brand is presented and displayed.
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Effective copywriters are
Well-informed, astute(clever) advertising decision makers with creative talent. Can comprehend and then incorporate marketing strategies, consumer behavior, and advertising strategies into power communication.
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Benefit of subheads
- Communicated more complex selling points
- Reinforce the headline and entices the reader to proceed to the body
- Stimulate a more complete reading of the entire ad
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Purpose of Headline
- Get attention
- Select the audience
- Identify the brand
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guideline for Writing for print copy
- 1.Use present tense whenever possible
- 2. Use familiar words and phrases
- 3. involve the reader
- 4.avoid cliches and superlatives
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Copywriting for digital/interactive media ( IMPORTANT)
- 1. a hybrid of writing copy for print and broadcast media.
- 2.involve form a very ge-X-meets-techo kind of voice.
- 3. a web page is similar to a magazine ad with key difference being the smaller format of a computer screen to smartphone display.
- 4. Principles of good print and broadcast copy-writing apply but the copy should assume a more active and engage audience.
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Ringrose's recommendations for making great web ads, these ads should be:
- 1. Interactive
- 2. Customizablee
- 3. Entertaining
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Slogans/Taglines
Short phrase that is in part used to help establish an image, identity, or positions for a brand.
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Common Mistake in Coopywriting
- Vagueness
- Wordines
- Triteness
- Creativity for creativity's aske
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3 purpose of slogan
- 1. integral part of brand image/personality
- 2. can become a shorthand identification for the brand
- 3. Communicates the benefits of a brand
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3 Primary Vidual Elements
- 1. Illustration
- 2. Design
- 3. Layout
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Purpose of illustration ( IMPORTANT)
- 1. Attract attention of target audience
- 2. Communicate brand features
- 3. Stimulate reading the body copy
- 4. Create desired social context for brand.
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Design
The structure itself and the plan behind the structure.
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5 Principle of design ( IMPORTANT)
- 1.Balance
- 2. Proportion
- 3.Order
- 4. unity( The most important)
- 5. Enphasis
- you can break the rules, but only once you know them
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Harley Ad illustrates
informal balance
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Land Rover ad exhibits
- Control over order
- God headline+strong visuals
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Layout
- A drawing or digital rendering of a proposed print ad
- Refer to the arrangement of ad elements
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Element of typography
font, serif, point( size)
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Art Direction/production in Digital ( IMPORTANT)
- 1.Basic principles of print/TV art direction apply but the medium is fundamentally different from print/TV in he way the audience comes to it, navigates it, and responds to it.
- 2.It is an evolving medium undergoing development.
- 3.Key difference is viewer interaction with ads by clicking on an ad or link in an Email.
- 4.CGC( Consumer generated content) : using crowdsourcing produces hits on YouTube
- People make their own ads for their favorite brand
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Art Direction and Production in radio
Step
- 1Production house selected ( bid)
- 2.cast talent
- 3.Secure permission for existing music
- 4.Schedule sound studio
- 5.Editing/mixing
- 6.Average word count per second in radio ads (10 seconds 20-25 words)
- 7.Duplicate copies send to stations for airing
- 8.Two no production options:fact sheet and live script
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The creative team in Television advertising
Due to complexity requires much collaboration between the creative team and specialist.
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Creative Guidelines for Television Advertising
- 1. Attention-getting, relevant opening
- 2.Emphasize the visual
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Six Events of TC preproduction
- 1 Storyboard/Script
- 2. Budget
- 3. Assessment of directors, editors, music
- 3. Review bids from production houses
- 5. Creation of timetable
- 6. Selection of location, sets, and cast.
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What does Eric Fromm say about advertising?
"Advertising, PR, IBP, encourage to want more instead of wanting to be more"
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John DeGraff say about materialism in his book
Happiness is not about stuff
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Subliminal advertising
- 1/ a hoax
- 2. the general public has been mislead by crackpots who are either crazy, put to make money, or both
- Key is both
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Wilson Bryan Key
Claim ads" sexually assualted" people on a subconscious level
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Dr. Bernard Mcgrande
- 1. Advertising conspiracy theorist.
- 2. Advertising is as powerful as family, school, and church
- 2. Subliminal advertising works by appealing to 2 repressed subjects: sex and death
- 3. Graph sexual explanation of how images in ads work
- 4. There's cover-up
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Communication
- 1.The sharing of meaning
- 2.The process by which individual transmits stimuli to modify the attitudes and behavior of other individuals.
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Effective communication
you must know your audience
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Communications Process: Encoding
- The development of a message by the source
- Selecting the right set of symbols to use in the mesage. Can be words, images, sounds, etc
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Joe Girard
Mr. Super salesperson.
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The objectuve of the marketer is to get you to buy a product on a
Contimuous basis
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Adoption Process Definition
a Strong brand preference involving continued purchase over time.
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Why brand Penn State?
- Unify: The messaging across the university with its member schools to speak with a singular vision and voice
- Elevate: The university as a premier program in the nation
- Engage member schools, students, faculty, alumni, community, legislators.
- Retain and attract the best and the brightest students and faculty, and administrator form all over the world.
- Direct the efforts of all key constituents
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A strong brand will evoke a set of positions that are
- 1. Different
- 2. Relevant
- 3. Held in high regard.
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Brand Strategy Elements of Pulse-point
- 1. Target Mindset
- 2. Positioning
- 3. Supporting Message
- 4. Personality
- 5. Creative Theme
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Final 4 positioning Statements of Penn State
- 1. Multiple ways to success
- 2.Student-engaged research
- 3. Service Leadership
- 4. Inspired doers.
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What advice does Ogilvy offer for developing big ideas?
- Do your homework and creative brilliant campaigns
- Test, test, and test
- Know the product
- Don't reject ideas from others
- Make a simple, unique promise
- Research- how consumer think about product( brand image)
- If you have big idea, the wrong technique won't kill it.
- If you dont' have big idea, the right technique won't help
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What advice does Ogilvy offer for headlines
- -Be decisive
- -Simple
- 6-12 words
- Include brand name and promise
- Always pretend that you are editor ( conversation with the friend)
- Put quto
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Four characteristics of a good ad
- Personal
- Interesting
- Trustful
- Factual
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Ogilvy's advice for TV commercials
- use problem/solution, slice of life, characters, demonstrations, charm, nostalgia
- Don't use celebrities, they distract from the message
- If your product isn't demonstrably better than the competition use emotion
- Don't sing the sales pitch
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Attitude to the clients
- 1. First Class Service
- 2. Know your client well
- 3. Be honest with them, but don't tell them what to do. It's still their brand and money.
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Adoption Process
- 1. Problem Perception
- 2. Awareness
- 3. Knowledge
- 4. Attitude
- 5. Conviction
- 6. Trial
- 7. Adoption
- 8. Dissonance
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According to Jeff Hunt what is a brand
A set of associations evoked by the name
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key Performance Indicators( KPIS) Metrics
- 1 Increases in brand awarness, knowledge, attitudes
- 2. # of page views, fans and likes on FB, Youtube views
- 3. Guest0Count traffic, coupon redemptions.
- 4.1-800 calls, visits to brand website
- 5. Trial, penetaion, volume, erpeat purchase rate.
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Implication of adoption process
- 1. IBP effectiveness can be best measure by movement in the adoption process
- pre IBP conpare to the pro IBP
- 2. Unrealistic to expect IBP alone to do the job or in a short period of time.
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David Ogilvy's Legacy
- The king of Madison Avenue
- Big idea:enduring legacy
- Brand image
- Direct response ( begin his career)
- Fout the disease of entertainment
- Se are selling: Let's buy the brand
- Guides, note, inflexible rules
- film" The view from Toufou"
- Big ideas
- Magic lanterns
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