IMC Exam 2

Logos

1. Easily Recognizable Seen it in the past. 2. Familiar Remind consumer of brand or corporate name 3. Consensual meaning Successful logos elicit shared meanings across consumers, a process known as stimulus codability. Logos with high stimulus codability evoke consensual meanings within a culture or subculture. (readily recognized) (Apple & McDonald's) 4. Evoke Positive Feelings (or negative) regarding either corporation or branded item. Distinctive mark that identifies the corporation A logo contributes an additional aspect to a corporation's image. A corporate logo is the symbol used to identify a company and its brands. It should be designed to be compatible with the corporation's name. .

Positioning Approaches

1.Is relative to competition. 2.Exists in the mind of the consumer Attributes. Competitors Use or application Price/quality. Product user Product class Cultural symbol Consumer markets B-to-B markets International markets- Firms employ two approaches. Standardization, and adaptation. Using standardization global brand reduces cost. Instead of advertising each local brand with a separate communication strategy, one standardized message can be sent. Adaptation adapts a different message to fit a particular culture. Burger king does a Me Too approach. Everything Mcdonalds does burger king copies. How do we get positioned in the consumers mind = Quality or by price what attributes of our product? Emphasize attributes that are important to the consumer. Competitors-A good idea for a leading brand should do comparisons with a low market share brand. Lower market share brand would compare themselves to higher share product. Higher market share are going to have more resources and giving free advertising to competitors by just mentioning their name. Direct Comparison advertising- Can Cover Girl lip color outlast Maybelline Indirect Comparison advertising- Can your lip gloss outlast cover girl (Compares to any brand) Price quality -If I'm paying more I'm getting better. Higher price, Higher quality. Perceived value- I'm getting good quality for a low price (outlet mall) Segmentation is the reason for outlet malls Product Class - WE own it (Steve Jobs and apple introducing the iPod) 1.Is relative to competition. 2.Exists in the mind of the consumer.

Family Brand

A company offers a series or group of products under one brand name. means your in core competency and decide to bring out another product using family name "Budweiser" Miller "Lite" was introduced =Low calorie beer. Taste great less filling. Created Niche. Budweiser created bud "LIGHT" after the introduction for bud light. Their share fell for 20 consecutive years. It started increasing when bud light lime came out. Halo Effect-Do we introduce new product with family brand because its automatically going to be accepted" "Cannibalization-eating our own. When we introduce our own products. We risk the share of our existing products" Brand Equity- Value of our brand

Message Strategies (Conative) (DO COMPONENT)

Action-inducing Promotional support Do Strategy: 15-day trial- sign up now. A promotional support advertisement by McDonalds - Not Trying to sell products, they're inviting customers to participate in promotional support. Conative Message Strategy- Designed to lead directly to some type of consumer response. (Can support other promotional efforts.)

Message Strategies (Affective)

Advertisements that invoke feelings or emotions and math those feelings with the good, service, or company.

Benefits in logo recognizability

Aids in recall of specific brands. Aids in recall of advertisements. Reduces shopping effort. Reduces search time and evaluation of alternatives.

Opportunity Analysis

Are there customers that the competition is ignoring? Which markets are heavily saturated? Are the benefits of our products being clearly articulated? Are there opportunities to build relationships using a slightly different marketing approach? Are there opportunities that are not being pursued? Non business students The entire greek system as a whole Benefits are thrown at the students when the presentations are given in class ----- Networking nationally

Role of a Corporate Image- Consumer Perspective

Assurance in unfamiliar settings Positive assurance generates greater value when customers purchase goods or services with which they have little experience (family visiting in brazil staying at a holiday inn is a lower risk) Assurance where little experience Purchasing from a familiar corporation seems like a "safer strategy Reduction in search time Purchasing from a familiar firm reduces search time and saves effort Psychological reinforcement and social acceptance Wise choice was made and the belief that the good or service will perform well Knowing that other individuals, such as family and friends, have purchased from the same firm and are likely to accept the choice.

Evoked Set Model

Awareness Set: Known Products and brands -Evoked Set- Products and brands and given consideration -Inert Set- Products and brands viewed with indifference Inept Set- Unacceptable Products and brands Unawareness Set: Unknown Products and Brands

Advertising to Business and Professional Markets

B2B Advertising: Targeted at individuals who buy or influence the purchase of industrial goods or services. Professional Advertising: Targeted to professionals such as doctors, lawyers or dentists to encourage them to use a company's product or recommend a product to end-users. Trade Advertising: Targeted to marketing channel members such as wholesalers, distributors, and retailers to encourage channel members to stock, promote, and resell the merchandiser's branded products to their customers

Developing a strong Brand Name

Begins with understanding why consumers buy a brand (cultivates a stronger brand position) What are the most compelling benefits? Comfortable and Durable. Affordable. What emotions are elicited either during or after the purchase? Satisfied. What one word best describes the brand? Durable What is important to consumers in the purchase of the product? Practicality and Durability

Measuring brand equity.

Brand Metrics- Measure of the return on branding investments.

Channel Power

Channel Power- Threaten to take their food off your shelf if you don't supply them with what they need. General Foods threatened to take their food off walmarts shelf. Walmart said "do you know who we are, someone else will want that spot" and general foods backed off. Shelf Space

Message Strategies (Cognitive)

Cognitive Message Strategy- Presents rational arguments or pieces of information to consumers. The ideas require cognitive processing. Key message describes the product' attributes or benefits customers can obtain by purchasing the product. Generic-Makes a brand synonymous with the product category. Cambell's can claim "soup is good food" without having to make any claim of superiority. (Awareness and knowledge) Preemptive- Claiming superiority based on a product's specific attribute or benefit with the intent of preventing the competition from making the same or a similar statement. Lucky strike came out with an ad that made the first cigarette company to claim superiority. Unique Selling Proposition- Big Picture/USP: Claiming something to be true. Claiming Superiority and having factual information to back it up. (Someone coming in and saying that they make fabulous products and giving time frames and actually completing projects within the time frames. An explicit, testable claim of uniqueness or superiority that can be supported or substantiated in some manner. Hyperbole- Cognitive set with a subset of hyperbole (Worlds best cup of coffee) An advertisement that is just blowing smoke up peoples asses. (ELF COFFEE SCENE) Comparative-Directly or indirectly comparison to the competition Direct Comparison- Comparing our brand to a specific brand (Fire tablet comparing their tablet with the Apple iPad. Apple wouldn't want to compare themselves to another company because it shows their fearful of another company. They already have high market share and it would cause harm. Would only do this if market share was rapidly diminishing Indirect Comparison- Comparing own product to entire market to claim superiority. (Would use this if there is a wide market variety) Memorize Framework lists for each of the message strategies Use one subset on project- KISS Use the book More textbook references> higher grade Cognitive: Generic- NOT claiming superiority over competition (Who we are and What we are) Negative comparative ad-When consumers develop negative attitudes toward the advertisement, which can then be transferred to the sponsor's product. Spontaneous trait transference-suggests that when a comparative advertisement criticizes the competition's brand based on a particular attribute, it may lead viewers to also attribute the deficiency to the sponsor brand.

Hieracrchy of Effects model

Cognitive: Awareness and Knowledge Affective: Liking, Preference, Conviction Conative:Purchase With Cognitive for facial clenser You will either have Brand Awareness and Brand knowledge You could start with something other than a think component. Sprite: Affective by Liking preference or conviction to buy. Conative: Facilitating, product Six Sequential Steps: 1.Awareness 2.Knowledge 3.Liking 4.Preference 5.Conviction 6. The Actual Purchase Helps a creative understand how a consumer reaches a purchase decision. A consumer cannot be loyal to a brand without first being aware of it. The purchaser must like the brand and build a strong preference for it. Finally, the customer experiences the conviction that the particular brand is superior to others on the market.

Geodemographic Segmentation

Combines census data with psychographic information. Hybrid form of geographic segmentation allows companies to enrich geographic approaches to segmentation. Identifies potential customers using demographic information, information and psychographic information. Can be useful for Mailing a sample to every house in a geographic area. (MATCHES A PROFILE TO SAVE MONEY)

Resonance Advertising (FEEL COMPONENT)

Connect a product with a consumer's experiences Connects a product with a consumer's experiences in order to develop stronger ties between the product and the consumer. Comparing Chewing tobacco with baseball dugouts because people who have played baseball know that people can relate to a bunch of the guys in the dugout with chew. Baby Boomers- 80's music takes them back to the time with strong memory and emotions.

Appeal

Constitutes the approach used to design the advertisement that attracts attention or presents information to consumers through the use of humor, fear, sex, logic, or emotions.

Communications Budget

Continuous schedule- Advertising in level amounts keeps the brand name repetitively in front of consumers. Refrigerators and dishwashers are purchased on an "as needs basis" Matching the pacing of advertisements with the message, the media, and the nature of the product should be the objective. Flighting schedule- (schedule) Whereby ads are presented only during peak times, and not at all during other times of the year. Firms often advertise during peak seasons (weight watchers around new years) Pulsating schedule- Involves continuous advertising during the year with bursts of intensity at specific times (More ads in more media) Why might you not encourage action in an advertisement? Brand Awareness No one knew who aflack was until they created the duck. No one knew what they did but they knew about the company and the duck.

Corporate Name and Logo

Corporate name: overall banner under which all operations occur. A corporate name provides the overall banner for operations. "The corporate name is really the cornerstone of a company's relationship with its consumers. It sets an attitude and tone and is the first step toward a personality. Overt Names: Reveal what a company does. (American Airlines) Implied names: Contain recognizable words or word parts that convey what a company does. (Kraft Foods) Conceptual Names: Capture the essence of what a company offers. (Google, Twitter, and Krispy Kreme) Iconoclastic names: Represent something unique, different, and memorable.(Monster.com) Overt and Implied are easier to market, because they will be recalled by consumers. Conceptual and iconoclastic require greater marketing efforts to ensure that consumers connect the corporate name with the goods and services.

Components of a Corporate Image(Intangible Elements)

Corporate, personnel, and environmental policies Ideals and beliefs Culture of country and location of company Media reports

Customer Analysis

Costs 4x as much to lose a customer than to pay to retain a customer. So you have to keep a customer coming back and not go to the competition. We really need to hang onto big customers. (When I gave Amazon bad publicity and they gave me a refund) Four Types of customers Current Company Customers An analysis of current customers think constitutes the first step. This includes an assessment of what they buy, why, when, where, and how they evaluate products, both while making purchases and upon completion of those purchases. Former Customers Customers who no longer purchase the company's products. Understanding why the defected may reveal valuable information including whether a competitor's product enticed them away or if it was marketing tactics such as advertising, consumer promotions, or personal selling that made the difference. The competitor's customers An analysis of the processes that lead the competitor's customers to choose the competition's offering assists the marketing team in modifying the company's approach and/or its products to better meet their needs. Customers cannot be persuaded to switch or are not attractive because of purchase patterns. Convincing them to switch may be too costly, especially when they are brand loyal. Potential new customers When seeking out potential new customers, the marketing team determines which customers the firm should seek to win. They may for a new target market or target markets. . Advertising department creates messages and utilizes media that matches this group's interests and preferences.

Action Inducing conative Advertisements

Create situations in which cognitive knowledge of the product or affective liking of the product may come (after the actual purchase) or during product usage.) A point of purchase display can be designed (sometimes through advertising tie-ins)

Promoting the Right Image.

Creating The Right Image Sends a clear message about the unique nature of an organization and its products. A strong image accurately portrays what the firm sells, even in large corporations. Rejuvenating An Image Helps a firm sell new products and can attract new customers. At the same time, reinforcing previous aspects of an image enables the company to retain loyal patrons and those who are comfortable with the original image. Successful image reengineering requires the company to remain consistent with previous image while at the same time incorporating new elements to expand the firm's target audience -Helps former customers rediscover the brand -Offer timeless consumer value -Stay true to original, but contemporize -Build a community Changing An Image Becomes necessary when target markets have begun to shrink or disappear, or the firm's image no longer matches industry trends and consumer expectations. At that point, leaders carefully consider what they wish to change, why, and how they intend to accomplish it. At times, changing an image requires trying to influence views of the product or service category. A brand's market position indicates its image.

Establish Communication Objectives

Develop brand awareness Increase good/service category demand Change customer beliefs or attitudes. Enhance purchase actions Encourage repeat purchases Build customer traffic Enhance firm image Increase market share Increase sales Reinforce purchase decisions Cannot create ads until the documents written. Say SILENCE FOOL if someone says they have a great idea =) -Goal of the promotion -Threshold effects Present at the point where the advertising program begins to affect consumer responses. -Diminishing Returns --Sales-response function curve-Diminishing returns from additional advertising expenditures. -Concave downward function- Incremental increases in expenditures in advertising result in smaller and smaller increases in sales --Marginal analysis-reveals that further advertising and promotional expenditures adversely affect profits, because sales increases are less than what is spent on marketing or advertising -carryover effects - Occurs when the consumer has been exposed to the company's message for so long that, when the time comes to buy, the individual remembers the key company. -wear-out effects- Negative attitudes with a brand so they tend to ignore the advertisement. Some believe ad should even be discontinued. Marketers try to continue a campaign long enough for a long term effect but not so long that there are wear-out-effects -Decay effects- When a company stops advertising, consumers begin to forget the message, indicating decay effects. -Random events

Media Selection

Develop strategies and tactics associated with media selection Refine intent of the message Develop the actual campaign with specific ads Theme "people want an SUV was placed on bike racks outside" near trails and national parks. In B2B markets, knowing the trade journals or business publications that various members of the buying center most likely read assists in the development of a print advertising campaign.

Comfort Marketing

Emerged as marketers look for ways to encourage consumers to purchase branded products rather than generic versions. The approach reassures consumers looking for value that a branded product has stood the test of time.

Executional Frameworks

Executional Frameworks- Signifies the manner in which an ad appeal will be presented. Takes place in conjunction with an advertising appeal and message strategy. Animation Animation is increasing in normal advertising and B2B Slice-of-life Depict the common experiences, and especially the problems people encounter, and a product is introduced to solve the problem. 4 Components: Encounter, problem, interaction, and solution. In some ads, the actors the dilemma or problem and solve the problems themselves. Dramatization- Higher level of excitement and suspense (Compared to slice-of-life) to tell the story) Use of the drama executional framework in a television advertisement. Testimonial-We can have actors or someone who is a self proclaimer. People who own the company in the advertisement because they can be more emotional in the advertisements because its relateable to them. A character tells about a positive experience with a product. Greater. Credibility. Current customers add credibility to claims. Authoritative-Convince viewers that a product is a superior to other brands using an authoritative source. Expert Authority- When using the authoritative executional framework, the advertiser seeks to convince viewers regarding a product's superiority. Demonstration- Show how the product works. Basketball commercial with Shaquille O'Neal using shoes. (Steve Jobs giving a presentation on how iPhones work at conference Fantasy Lift audience to a make believe experience (Guy Jumping out of an airplane into a hot tub on a cruise ship Informative-Straightforward Extensively used for radio advertisements. Shows how a product works. (SHAMWOW GUY) Fantasy-Lift the audience beyond the real world to make-believe experience. Some are meant to be realistic. Viewers often more clearly recall the most irrational and illogical ads. Can deal with anything from a dream vacation spot or cruise ship to a juicy hamburger or an enticing DiGiorno pizza. Informative- Present advertisements present information to the audience in a straightforward manner. Agencies prepare informative messages extensively for a radio commercials, where only verbal communication takes place. What frameworks are we gonna use as we build a message and these are the choices. Animation:Use has increased due to computer graphics technology. Rotoscoping- Process facilitates digitally painting or sketching figures into live sequences, which makes it possible to present both live actors and animated characters in the same frame. Clay animation Babies talking with adult voices in commercials. (Animation works well with Resonance) Slice of Life: Provide solutions to everyday problems. Slice of life components include; (Encounter, problem, interaction, and solution) Bounty commercials are life applicable. (There will always be messes that you need to clean up) Slice of life in print advertising: One visual and explains many different life applications: Mom found things for the whole family to fill stockings at best buy. (Everyone had different preferences)

Spokespersons

Experts- More Doctors smoke camels than any other cigarette* (Include physicians, lawyers, accountants, and financial planners.) Celebrity endorsers- Were more skeptical, does this person really use the product? Not as Skeptical with Shaun White Representing St. Judes because it's a huge charity. CEO's- Talking about Advancements in the company and that the CEO's know whats going on the company. He's credible because hes the one making the decisions for the advancements of the company Typical Persons- Having normal everyday people talking about their real experiences with the company. Credible because he is an everyday consumer.

Executional Framework

Explains how the message will be delivered. Methods include slice-of-life approach,fantasies, dramatizations, and ads featuring animations

Advertising Appeals

Fear- Fear increases viewer interest in an advertisement and the ad's persuasiveness. Severity- (of downtime if a company's internet server goes down or is hacked. Vulnerability- Showing the probability that a company's server will crash or can be hacked into and customer data stolen. Rewards to response efficacy- Intrinsic and Extrinsic rewards are the first factor Intrinsic rewards-come from gaining social acceptance by quitting and feeling healthier Extrinsic Rewards-may include saving on the cost of cigarettes as compared to the price of Nicoderm CQ. Response costs- When smoking leads to Peer acceptance, becomes rewarding less incentive to quit exists. Self Efficacy- Relates to man's confidence in his ability to stop smoking. (Believe in yourself) Humor- Sex- Decorative models-Individuals in advertisements to adorn products as a sexual or attractive stimuli. Overt Sexuality- Used for sexually oriented products but often becomes controversial when used for other types of products. Music Rationality-Rely on consumers actively processing the information presented in the advertisement. The consumer must pay attention to the commercial, comprehend the message, and compare the information to knowledge embedded in a cognitive map. Emotions Scarcity

Brand Parity

Few tangible distinctions between brands in a mature market. We really don't care what brand were buying. Very few consumers who will run out of gas and care about what brand their buying. Convenience stores attached and clean bathrooms can make a decision where someone gets gas rather than brand of the gas station.

Segments Based on Benefit

Focuses on the advantages consumers receive from a product rather than the characteristics of consumers themselves.Demographic and Psychographic information can be combined with benefit information to identify segments. Exercisers fall in three segments: -Winners -Dieters -Self Improvers

Segments Based on Generations

Generation Y/Millenials 1978-2002 Spend money on clothes, automobiles, college, televisions, and stereos. Ninety percent live at home or in a dorm or rent an apartment. Generation X 1965-1977 Focus on family and children. Spend on food, housing transportation, and personal services. Young Boomers 1954-1964 Focus on home and family. Spend on home mortgage, pets, toys, playground equipment, and large recreational items. Old Boomers 1952-1953 Spend on upgrading homes, ensuring education and independence of their children, and luxury items, such as boats Seniors Up to 1951 Most have fixed incomes. Spend heavily on health care and related medical terms.

Components of a Corporate Image (Tangible Elements)

Goods and services Retail Outlets Advertising, Promotions, other communications Name and Logo Packages and labels Quality of a company's goods and services ranks as the most important component of corporate image. Negative publicity can stain or damage consumer perceptions of a corporations image. Employees

Benefits of brand equity

Higher prices & gross margins Channel power & additional shelf space Reduces switching behavior & erosion of market share

Tests to determine if a particular market segment is viable

Homogenous Different from the population as a whole and distinct from other market segments. Large enough to be financially viable Reachable through some type of media or marketing communications method. Similar yet different from the population as a whole. Population as a whole is ISU students (homogeneous) Similar (ISU students) target students who want to play rugby. Have to have a lot of people so that it can be financially stable. If you were dealing with runners do you target 10k runners 5 k runners sprinters triathlon or marathon.

The Structure Of An Advertisement

IDENTIFY: The headline The sub-headline The amplification (Amplifying by the headline and sub-headline Proof of claim Action to take (phone number and a website, Needs visual Consistency) Decorative model- Adorn an attractive appeal Rational Appeal-Most effective when audience is highly involved.

Competitive Analysis

Identifies major competitors. Foreign and domestic. Analysis just be conducted using primary research. (visiting other stores) Identifies communication strategies and tactics of each competitor. Members of the marketing department talk to vendors and suppliers that have relationships with the competition, as well as wholesalers, distributors, and agents. Sources of information Secondary data found in -advertisements -promotional materials -annual reports -websites Other people (what their saying about the competition) Primary research Marketers study messages to current and potential customers, employees, and channel members to find out what works and what does not.

Crowdsourcing

Involves outsourcing the creative aspect of an advertisement or campaign to the public. (Creating viral buzz by sending favorites to friends or posting links)

Market Segmentation

Market segmentation: Identifying specific purchasing groups based on their needs, attitudes, and interests. Consists of identifying specific consumer and business groups based on needs, attitudes, and interests. Market segment: A set of businesses or group of individuals with distinct characteristics. -The individuals or businesses within them market segment should be similar in nature, having the same needs, attitudes, interests, and opinions. HOMOGENEOUS SEGMENTS -Differs from population as a whole. -Market segment must be large enough to be financially viable to target with a separate marketing campaign. -The market segment must be reachable through some type of media or marketing communications method.

Means-End Theory

Means-end chain-Suggest that an advertisement should contain a message, or means, that leads the consumer to a desired end state. Means-End Conceptualization of Components for Advertising Strategy (MECCAS) -Products attributes-Linked to specific benefits consumers can derive Consumer Benefits- Personal Value consumer gets from product Leverage point- Moves the consumer from understanding a products benefits to linking those benefits with personal values. Once consumer links the two, they will have a conviction to buy the product. Accentuate products attributes and its benefits to the consumer. (cognitive>affective>conative) Tagline-Should be something memorable that identifies the uniqueness of a brand or conveys some type of special meaning. "Just Do it" has been Nike's tagline for many years.Taglines carry over from one advertisement to others. Provide Consistency among advertising platforms. Associated with Successive Campaigns. Personal Values- Comfortable life Equality Excitement Freedom Fun, exciting life Happiness Inner peace Mature love Personal accomplishment Pleasure Salvation Security Self-fulfillment Self-respect Sense of belonging Social acceptance Wisdom Id rather much eat cereal with milk than orange juice. Get more Pleasure! Got milk campaign started with theft. Then it started to be as Got Milk? Its just that simple. Executional Framework-provides the plot or scenario used to convey the message designed to complete the linkage. Before you get into this section, get into prism and census and really create and nice profile of citizens of Chenoa, Illinois. Attribute has benefit associated with it. Don't include multiple benefits and multiple attributes. People purchase insurance in case bad things happen...... -_- Insurance agent in every city- That's an attribute Benefit- if something bad happens theres someone right there to make you feel secure Connecting benefit with personal value = message theme Statefarm says agent in every town is like having a good neighbor... LIKE A GOOD NEIGHBOR STATEFARM IS THERE! =.... 6 Callers ahead of us Jimmy!

Communications Budgets

Methods of Determining the Marketing Communications Budget Percentage of sales Allocations are derived from either sales from the previous year or anticipated sales for the next year. Problems:Tends to change in the opposite direction of what is typically needed. (sales goes up so does communications budget.) Meet-the-competition-Seeks to prevent loss of market share. Expenditures are raised or lowered to match those of competition. "What we can afford"-Sets the marketing allotment after all of the company's other budgets have been determined or while determining the other budgets. (budgets will be based on what company leaders feel they can spend. Objective and task-Management lists the communication objectives to pursue during the year and then calculates the cost of accomplishing each objective. Represents the cumulative sum of the estimated costs for all the objectives. Payout planning-Management establishes a ratio of advertising to sales or market share. Normally allocates greater amounts in early years to yield payouts in later years. Quantitative models (computer simulations)-Can be developed to model the relationship between advertising or promotional expenditures with sales and profits. Quantitative models are limited to larger organizations with strong computer and statistics departments. Objective and task -What is it you want us to accomplish this year/ quarter? Then you have to set up objectives to see what is going to happen. Objectives need to be realistic.

Labels

Must identify product and information about content. May be only distinguishing feature of a product. Typical label contains the company's logo and the brand name. May reveal special offers and other tie-ins, such as a box of cereal with a toy contained inside. Labels often carry terms designed to build consumer interest and confidence in making the purchase.

Business-To-Business Segmentation

NAICS/SIC code (INDUSTRY) Type of business Size of business Geographic location Product usage Purchase decision process Customer value

Brands

Names assigned to individual goods or services or to a group of complementary products.

Advertising to Consumer Markets

National Advertising:  Well-known companies - nationwide or in most regions. Prime-time TV or in other major national or regional media. Inform or remind of FAB Create or reinforce its image Retail/Local Advertising: Retailers or local merchants Encourage shopping at a specific store, use a local service, or patronize a particular establishment. Emphasize price, hours of operation, service, atmosphere, image, or merchandise assortment. Often direct action advertising designed. Primary versus Selective Demand Advertising: Primary demand advertising: Stimulate demand for the product class or entire industry. Selective(Secondary) demand advertising: Creating demand for a specific company's brands. Primary demand-creating need for product class (Got Milk?) not advertising brand advertising milk.

The Creative Brief

Objective: Whats the problem: Identifies the objective of the advertising campaign. Target Audience: Who are we talking to Message theme: What's the main idea (promise or unique selling point. the major benefit the good or service offers customers. The support: Why is it the right idea Facts that substantiate the message theme. The constraints: Mandatories Any legal and mandatory restrictions placed on advertisements. Constraints also spell out disclaimers about warranties, offers, and claims. Sales puffery-we make a statement that's a bit of an exaggeration. Consumer realized were not making a statement of fact. Just means if we say "we have the best burger in town" just means that we are pretty proud of our burgers Support system we have to recognize what's not sales puffery Constraints-Any legal and mandatory restrictions placed on advertisements. Constraints include legal protections for trademarks, logos, and company registrations. Constraint form- For every person In a magazine- they need to sign a consent form. Demographics- Population characteristics such as gender, age, educational levels, income, and ethnicity. Psychographic-Patterns or responses that reveal a person's activities, interests, and opinions (AIO) Media Vehicle-

Message Theme

Outline of the key ideas the advertising campaign conveys

The Role Of A Corporate Image - Company Perspective

Positive feelings to new products When potential customers are familiar with the corporate name and image, the introduction of a new product becomes much easier. Ability to charge a higher price Better Quality=Higher Price Consumer loyalty Positive word-of-mouth Favorable comments help generate additional sales and attract new customers. Consumers and business buyers have more faith in personal references than other forms of advertising or promotions. Attract quality employees Become another advantage of a dominant corporate image. Just as consumers are drawn to strong firms, potential workers apply for jobs at companies with solid reputations; thereby reducing recruiting and selection costs. Favorable financial ratings Strong corporate reputation built by wall street analysts and other financial institutions.

Emotional Advertising

Powerful emotions lead to product recall and choice Leads to product recall and choice. (Liking Conviction or Preference) Parenting is more emotional than Resonance: Effective in connecting with Liking in the PNG brand. Attempts to elicit powerful emotions that eventually lead to product recall and choice. Many emotions can be connected to products, including trust, reliability, friendship, happiness, security, glamour, luxury, serenity, pleasure, romance,and passion. Affective>Conative>Cognitive.

Leverage point

Presents the key element in the advertisement that taps into, or activates, a consumer's personal value system (Value, idea, or concept)

Private Branding

Proprietary brands marketed by an organization and sold within the organization's outlets Changes in Private Branding 1. Quality improvement. 2. Perceived value. 3. Higher store loyalty. 4. Differentiate retail outlets. 5. Increase in advertising of private brands. 6. Increase in quality of private brand in-store displays. Private Branding- Generics came to be Private branding. (generic name at Walmart is Great Value) Generic brands at a grocery store is a Private brand. Revenue Premium Method to determine the value of our brand. How much more can I charge for my lays than the store brand. Proprietary brands marketed by an organization and normally distributed exclusively within the organization's outlets

Role of a Corporate Image-Business to Business Perspective

Risk reduction Customers are willing to try something new and transfer trust in and beliefs about the corporation to new products. Search time reduction Psychological reinforcement and social acceptance Reduces risk and uncertainty in international transactions

Communications Budget: Sales-Response Function Curve

SEE SLIDE (CHAPTER 4) Advertising is like the ceramic cup.. You cant initially see the water going into the cup till it over flows. If its good advertising we will start to see our sales going up. If you start throwing money away profits go down.

Brand Equity

Set of characteristics that are unique to a brand. Value of our brand. Two T-shirts that were plain, one generic, one nike/ most consumers would pay more for the nike shirt than the generic shirt because of brand equity by nike swoosh Represents a set of characteristics that are unique to a brand. The perception of brand equity means that a good or service with a given brand name is different, better, and can be trusted. Benefits: 1. Allows manufacturer to charge more for products 2.Creates higher gross margins 3. Provides power with retailers and wholesalers 4.Captures Additional retail shelf space 5. Serves as a weapon against consumers switching due to sales promotions. 6.Prevents erosion of market share

Flanker Brand

The development of a new brand by a company in a good or service category in which it currently has a brand offering Anheiser Busch Makes Budweiser, Michelob, Natty Light, And Busch light. Targets a consumer outside of our brand name and targets particular market.

Position Analysis

The importance of perceptions Summarizes the perception in the consumer's mind of the nature of a company and its products relative to competitors. Consumers determine position a product holds. Position brand or product. Features variables such as the quality of products, price, methods of distribution, packaging, image, and other factors. -Attributes -Competitors -Use or application -price-quality relationship (Higher price for higher quality) -product user Low calories for fat girls -product class -cultural symbol Axe gets you women

Cooperative branding

The joint venture of two or more brands into a new product or service.

Packaging

The last opportunity to make an impression on the consumer. Approximately 70 percent of purchases decisions made in the store. When you make a list you list it milk, eggs, cereal, ect. You make the decision on the brand when you get to the store. Rarely you make specifics. Represents the final opportunity to make an impression on a consumer. Protect a product Provide for ease of shipping and handling Provide for easy placement on shelves Prevent or reduce theft Prevent tampering (Drugs or food) Meet Consumer needs for speed, convenience, and portability Communicate marketing message.

Complementary branding

The marketing of two brands together for co-consumption

Co branding

The offering of two or more brands in a single marketing offer Ingredient branding Ingredient Branding- When our product is actually in something else. If you buy a snicker blizzard, the snickers is an ingredient in the blizzard. When dairy queen came out with their blizzard, they could not come to an agreement with Oreo, for a while it was generic. When People knew oreo was in the blizzard, it became more popular. People need to know there is a popular brand within another brand. Intel processor Cooperative branding Cooperative Branding. VW came together with Chevy, and created BaoJun. Treasured Horse. BaoJun 630 Citroen. Presenting products with great brand equity means you can charge more. We can go over there and charge more for cars. A big benefit of coming together and creating BaoJun Motors. Go in charge higher because of brand equity but then started chevy in low class market that's going to diminish the brand. We get together with Baojun and charge less to sell a lot. Complementary branding Complementary Branding- If you purchase Whirlpool washers they'll give you 3 years of tide laundry detergent. Tide Consumers are gonna say that's pretty cool I get 3 years of my favorite detergent if I buy a whirlpool. It differentiates Whirlpool from Maytag. By giving away 3 years of detergent, youre going to create brand loyalty because once the three years are up, they will keep buying Tide.

Ingredient branding

The placement of one brand within another brand

In-House vs Advertising AgencyDecision Variables

The size of the account. The media budget (75-15-10 rule of thumb) 75 percent of money spent on advertising should be used to purchase media time or space, 15 percent to the agency for creative work, and 10 percent for the actual production of the ad. Objectivity. Product complexity. Creative ability 75% of media buy actually goes to the media. Paid to tv billboards newspapers. 15% goes to agency 10% for the production of the advertising. Objectivity: we get so wrapped up in our brand we can no longer be objective. Introducing big mac sandwich (the song) Product complexity: Creative Complexity: Advantages of in-house -lower costs Retains better contol of the message -consistent brand message -Better understanding of product and mission -faster ad production -Works closer with CEO -Lower turnover rate in the creative form -Advantages of Outside Agency When compared to less efficient in-house facilities. Spend more time on campaigns and ad designs than would an agency -Reduce costs -Greater expertise Access to top talent in the industry -Outsider's perspective Not influenced by internal corporate politics and personal biases. Agency professionals often have a better understanding of consumers and trends, because they work with a number of clients over an array of products. -Access to top talent

Attitude Sequence

Think Cognitive > Affective > Conative Feel Affective > Conative > Cognitive Do Conative > Cognitive > Affective

Budgeting Assumptions

Threshold effects: For new products, initial ads yield little behavioral response. With time and exposures, recall and willingness to purchase increase. Concave downward function: An incremental expenditure in advertising will result in lower increases in sales. Marginal analysis: At some point additional advertising expenditures will have an adverse effect on profits. Carryover effect: Promoting for products only purchased when needed comes to mind when it is time to buy. Decay effect: When consumers forget about the company after advertising stops. Random events: Carryover effect: when I'm ready to make purchase there's the advertising we've seen in the past. See northface in the store. Then it starts to get cold then you remember you saw the brand at the store. Decay effect: How long is it going to take for customers to forget about a company. Random Events: Can have the best run ever and a random event can change everything. Advertisers did not know what to do after 9/11 so silver tab did with the American flag and the twin towers and a cross on the guys shoulder. May look like youre capitalizing on the tragedy.

Promotional Support Conative Advertisements

Tied in with other promotional efforts, including coupons, phone-in promotions, or a sweepstakes that a consumer enters by filling out the form on the advertisement or by going to a particular retail store.

Communication & Advertising Objectives

To build brand awareness or image. Building brands image and brand awareness. Brand awareness- means the consumers recognize and remember a particular brand or company name when they consider purchasing options. B2B-Brand awareness leads to being considered by members of the buying center, because business customers recognize the brand name of the goods or services the company offers. "Top of mind" - popular brands head to top of the list. Top of mind is NOT always first choice "First choice" First or second pick by a consumer To inform. Typical information for consumers includes a retailer's store hours, business location, or sometimes more detailed product specifications. B2B- Information from some advertisements may lead various members of the buying center to consider a particular company. Information that reaches members of the buying center during the search stage of the purchasing process will be the most valuable. -High and Low involvement purchases varies To persuade. Convincing consumers of particular brand;s superiority. (showing consumers the negative consequences of failing to use a particular brand) To support other marketing efforts.- Manufacturers use advertising to accompany trade and consumer promotions, such as theme packaging or combination offers. (MCDONALDS MONOPOLY GAME) To encourage action. Generating business becomes primary goal. Five Advertising goals of building image: Providing information Being persuasive Supporting other marketing efforts, Encouraging action are not separate from each other. Crowdsourcing: when consumers come up with the advertising and getting input from the consumers i.e. Doritos during superbowl. SODA POP: Top of mind-First choice So.... Mountain dew

Implications for GIMC Programs

Understand the international market-Fit a country's language and culture. A borderless marketing plan Thinking global - act local Maintain a theme while targeting the message to a given region Local partnerships Local language and culture Communication segmentation strategies Reaches all possible target markets in another country Market communication analysis Identifying strengths and weaknesses of local competitors and places in which opportunities exist. Solid communication objectives Translating an English advertisement into another language requires expertise because exact word translations often do not exist. Cultural assimilator- okay Chicago we need to help you understand (japan) our culture. Help up assimilate into a different culture. Helps us not to make mistakes in our IMC.

Visual Esperanto

Universal Visual Language The universal language that makes global advertising possible for any good or service. Once a universal image has been found, creatives in each Country represented take the image and modify it to appeal to the local target audience. Father and son spending time together has a universal meaning. Where a picture of the American flag does not.

Usage Segmentation

Usage segmentation - based on customer usage or purchases. 20/80 rule - 20 percent of customers generate 80 percent of sales. Examines groups based on usage or purchases, including the company's best customers or heavy users, average users, casual or light customers, or light users. ID heavy users with internal databases. Bar-code scanners, point-of-sale systems, and data from credit, debit, and in-house transaction cards provide marketers with wealth of information about customers. 1.Meaningful classification scheme to cluster customers based on firm's actual customers. 2.Ability to reduce large volumes of customer data down to a few concise, usable clusters. 3.Ability to assign a cluster code number to each customer in the data base. Based on customer's actual purchases and other characteristics (Address, amt spent, spending potential, demographics) 4.Capacity to measure the growth and migration of customers over time and from one cluster to another, which allows for the evaluation of marketing programs. 5.Ability to develop different marketing programs for each cluster that matches the characteristic of the clusters.

Segmentation by Geographic Area

Useful when wanting to limit communications to specific areas. Geo-Targeting-Marketing appeals made to people in a geographic area. Advertising to specific areas

Verbal and Visual Images

Visual ad places the greatest emphasis on the picture or visual element of the ad. A verbal or written ad places more emphasis on the company. Visual ads lead to more favorable attitudes because they have a physical image that they can remember Dual Coded- both visual and verbal. Visually based ads place greater emphasis on visual images A verbally-based ad is processed using both pictures and words Visual images in radio? Theatre of the mind

Advertising Effectiveness

Visual consistency-Seeing a specific image repeatedly or visual display helps to embed it in long-term memory. Cisual consistency helps, because most customers spend very little time viewing an advertisement. Visual consistency leads the viewer to move the message form short term to long term memory. Campaign duration- The length or duration of a campaign should be identified. Using the same advertisement for an appropriate period of time allows the message to embed in the consumer's long term memory. Change advertisement before it gets stale. Typically campaigns run about 6 months, but there are exceptions. Repeated taglines- advertisement may change, but either the visual imagery or the tagline remains the same. Consistent positioning-Maintaining consistent positioning throughout a product's life makes it more likely that a consumer will place the product in a cognitive map.When the firm emphasizes quality in every advertisement, it becomes easier to tie the product into the consumer's cognitive map than if the firm stresses quality in one ad, price in another, and convenience in a third campaign Simplicity- Simple advertisements are easier to comprehend. Advertisers should refrain from describing all of the products attributes Identifiable selling point- Places emphasis on three words: identifiable, selling, and point. Stress a readily identifiable feature such as price, quality, convenience, or luxury. Sell a products benefits as much as the product itself. Emphasize ONE major point and do not confuse the viewer by presenting too many ideas.

Target Market Analysis

What benefits does each target market want from the product? How can each target market be reached? What appeal works best for each target market? What needs of the target market are not being met by a competing firm? What is the demographic and psychographic makeup of each target market? Networking and professional skills Classroom presentations/tables set up/ email ---- Professionalism by social frats and sororities where professionalism is being helped in business frats Demographic is college students and psychographics is people who want to get involved and do something other than go to school. Psychographics emerge from patterns of responses that reveal a person's activities, interest, and opinions. The measure can be combined with demographic information to supply marketers with a more complete understanding of the target market Innovators- Successful, sophisticated, and receptive to new technologies. Their purchases reflect cultivated tastes for upscale products. Thinkers- Educated,conservative, and practical consumers who value knowledge and responsibility. They look for durability, functionality, and value Achievers- Goal-oriented, conservative consumers committed to career and family. They favor established prestige products that demonstrate success to peers. Experiencers- Young, enthusiastic, and impulsive consumers who seek variety and excitement and spend substantially on fashion, entertainment, and socializing. Believers- Conservative, conventional consumers who focus on tradition, family, religion, and community. They prefer established brands and favor American-made products. Strivers-Trendy, fun-loving consumers who are concerned about others; opinions and approval. They demonstrate to peers their ability to buy. Makers-Self-Sufficient consumers who have the skill and energy to carry out projects, respect authority, and are unimpressed by material possessions. Survivors-Concerned with safety and security, focus on meeting needs rather than fulfilling desires. They are brand loyal and purchase discounted products.

Brand Extension

When we step outside of our core competency. Using outside product. John Deere is brand equity. Went outside and sold other products such as 3 speed bicycles and john deere snowmobiles. It was a huge huge failure. Consumers didn't believe that John deere could make quality snowmobiles and bicycles. A lot harder to get acceptance than family branding. Nike went outside core competency of running shoes and are now they are an athletic company because they can make anything in athletics. Can be a big risk if you tie a brand with a product someone doesn't make. Golf company making soccer products Budweiser beer. You know your brand is big when you can put your product on practically anything. The company that makes Budweiser jackets probably has a license with people from Budweiser. License from ISU to Clothing manufactures and then those company pay the book stores to sell their products. Its BRAND EQUITY