Promotion Strategy Exam 2

Slice of life

-Based on a problem/solution approach -Used by business-to-business marketers -Slice of Death advertising: focusses on negative consequences hat result from wrong decisions

Imagery

-consists of visual elements rather than information -encourages buyers to associate the brand with symbols, characters, or situation shown in the ad

Scheduling methods

-continuity: regular pattern of advertising without gaps or nonadvertising periods -flighting: involves intermittent periods of advertising and nonadvertising -pulsing: maintains continuity, but promotional efforts are stepped up at times

Message or Creative Factors

Message complexity Message uniqueness New vs. continuing campaigns Image vs. product sell Message variation Wearout Advertising units

Native advertising - Search and promoted listings

ad listings that appear in your google search results

Native advertising - "in-feed" ads

ads that appear in your news feed on social networks (ie., your facebook or twitter feed)

High BDI and High CDI

The market usually represents good sales potential for both the product and the brand -high market share -good potential market

Criteria Considered in the Development of Media Plans

The media mix Target market coverage Geographic coverage Scheduling Reach and frequency Recency Creative aspects and mood Flexibility Budget considerations

creative brief

document that specifies the key elements of the creative strategy for an Ad campaign -serves as a basis for communication between the client and ad agency -aka, "creative platform", "work plan", "creative blueprint", "creative contract"

coverage

potential audience that might receive the *message* through a vehicle

Account planning (research)

process that involves conducing research and gathering all relevant info about a client's product/service, brand, and consumers in the target market

content recommendations

recommended articles that appear below the article you just read

Slogan (aka, "tagline")

reduces key idea into a few words or a brief statement examples: 1) "M'm!Mm! So good!" 2) "The best a man can get" 3) "The breakfast of champions" 4) "They're gr-r-reat!" 5) "Good to the last drop"

quote from Stephan Vogal, chief creative officer of Ogilvy and Mather Germany

"nothing is more efficient than creative advertising. Creative advertising is more memorable, longer lasting, works with less media spending, and builds a fan community...faster"

Communications Effects Pyramid

(top of pyramid) 1) 5% repurchase/regular use 2) 20% trial 3) 25% preference 4) 40% liking 5) 70% knowledge/comprehension 7) 90% awareness (bottom of pyramid)

Budget Considerations

-*Absolute cost*: Actual total cost required to place the message -*Relative cost*: Relationship between price paid for advertising time or space and size of audience delivered • Used to compare media vehicles

Marketing Objectives

-*Identify what is to be accomplished by the overall marketing program* -Defined in terms of specific and measurable outcomes Must be quantifiable, realistic, and attainable

the media mix

-Adds more versatility to media strategies -Increases coverage, reach, and frequency levels -Improves likelihood of achieving overall communications and marketing goals

Client-side approvals may include:

-Advertising or communications manager -Product or brand managers -Marketing director or vice president -Legal department -President or CEO -Board of directors

Sales-oriented Objectives

-Aim to increase sales -Require economic justification -Required to produce quantifiable results -Based on the achievement of sales results

Defining Advertising Goals for Measured Advertising Results (DAGMAR)

-Communications effects are the logical basis for advertising goals and objectives -*Communication Task*: performed by and attributed to advertising rather than marketing factors, includes the following stages: 1) awareness 2) comprehension 3) conviction 4) action

Personality symbol

-Develops a central character that can deliver the advertising message -Helps consumers identify a company/brand

the media plan

-Guides media selection -Aims to find a combination of media to communicate a message: ---In the most effective manner ---To the largest number of potential customers ---At the lowest cost

demonstration

-Illustrates the key advantages of the product by showing its actual use -Effective in convincing consumers of a product's utility, quality, and benefits

Audio

-Includes voices, music, and sound effects Components/examples of audio: -Voiceover: message is delivered by an announcer who is not visible -Needle-drop: music that is prefabricated, multipurpose, and high conventional -Jingles: catchy songs about the product or service that carry the advertising theme and a simple message

Target Market Coverage

-Matches the most appropriate media to a market -Goal: Extend media coverage to members of the target audience while minimizing waste coverage -Waste coverage: media coverage exceeds the target market; media coverage reaches people who are not sought as buyers and are not potential users

Testimonial

-Messages are presented by a person who elaborates on his or her personal experience with it -Endorsement: well known or respected individual speaks on behalf of the company or brand

Straight-sell or factual message

-Relies on a straightforward presentation of information concerning the product or service (Used with informational/rational appeals)

Additional Types of Appeals

-Reminder advertising: builds brand awareness and/or helps keep the brand name in front of consumers -Teaser advertising: builds curiosity, interest, and/or excitement about a product or brand by talking about it but not actually showing it - User-generated content UGC: created by consumers rather than by the company and/or its agency

Reach vs. Frequency - effective reach

-Represents percentage of audience reached at each effective frequency increment • Based on assumption that 1 exposure to ad may not be enough to convey desired message

Comparison

-Shows a brand's particular advantage over its rivals -Helps in positioning a new or lesser-known brand with industry leaders (Used to execute competitive advantage appeals)

Integrated Marketing Communications (IMC) Objectives

-Statements of what various aspects of the IMC program will accomplish under the umbrella of the marketing objectives -based on the particular *communications tasks* required to deliver the appropriate messages to the target audience

Advertising Message

-a way to tell consumers how the product or service can solve a problem or help satisfy desires or achieve goals -advertising can also be used to create images or associations and position a brand in the consumer's mind as well as transform the experience of buying and/or using a product or service

The Big Idea

-central theme of campaign -translated into attention-getting, distinctive, and memorable messages

Evaluation and Follow-Up: Factors to Consider

-effectiveness of the strategies in achieving the media objectives -media plan's contribution in attaining the overall marketing and communications objectives Must match media to markets -Based on unique characteristics

Target market identification: to whom will we advertise?

-primary research and/or secondary sources help determine which specific groups to target -Index number: good indicator of the potential of a market

what are the factors that influences sales?

-technology -competition -the economy -advertising and promotion -product quality -distribution -price

the value of objectives

1) Communications: objections facilitate coordination of the various groups 2) Planning and decision making: objectives guide decision making and development of the IMC plan 3) Measurement and evaluation of results: objectives provide a benchmark to measure success or failure

Determining relative costs of media

1) Cost per thousand (CPM): CPM= cost of ad space (absolute cost)/circulation cost of ad space x 100 2) Cost per ratings point (CPRP): CPRP= cost of commercial time/program rating 3) Daily inch rate: Newspapers= cost of ad space x 1,000/circulation 4) Target cost per thousand (TCPM): calculates CPMs based on the target audience, not the overall audience

What are the two broad categories of appeals?

1) Informational/rational: focus on consumers' practical, functional, or utilitarian need for the product or service 2) Emotional: relate to social and/or psychological reasons for purchasing a product or service

Factors Important in Determining Frequency Levels

1) Marketing Factors 2) Message or Creative Factors 3) Media Factors

Production stages of TV commercials

1) Preproduction: all the work before acting, shooting, and recording 2) Production: period of filming, taping, or recording 3) Postproduction: work after spot is filmed or recorded

Reach vs. Frequency- rating points

1) Program rating: Measure of potential reach in the broadcast industry 2) Gross ratings points (GRP): GRP = Reach × Frequency 3) Target ratings points (TRP): -Number of people in the primary target audience the media buy will reach, and the number of times -Does not include waste coverage

Communications Objectives

1) Provide relevant information 2) *Create favorable predispositions toward the brand* 3) Set using models wherein consumers pass through three stages Cognitive Affective Conative

Problems with sales-oriented objectives

1) Successful implementation requires all elements of marketing to work together -advertising has the *Carryover Effect*: monies spent on advertising may not have immediate impact on sales 2) Difficult to determine the precise relationship between advertising and sales 3) Not much guidance for planning and developing the promotional program

Problems with Communications Objectives

1) Translating sales goals into communications objectives - Promotional planners have difficulty estimating what constitutes adequate levels of awareness, knowledge, liking, preference, or conviction 2) No formulas or guidelines

Problems in Setting Objectives

1) difficulty in improving promotional planners' use of objectives: -top management only has abstract idea of what firm's IMC program is suppose to be doing 2) difficulty in setting objectives for IMC program: -traditionally, advertising has been a major way of communicating with target audiences -other promotional-mix elements used intermittently -traditional models (e.g., DOGMAR) have been dominant

Types of digital ads

1) display ads: many different formats; domination of banner ads 2) Online video: growing rapidly across all platforms; variety of formats and placements- pre-roll, mid-roll, and post-roll 3) native advertising: a type of paid placement designed to fit seamlessly into the content that surrounds it

DAGMAR Characteristics of Objectives

1) present concrete and measurable tasks 2) have well-defined target audience 3) take into consideration the benchmark and the degree of change sought -*Benchmark Measures*: determine target market's present position regarding the various response stages 4) specify the time period in which the goals must be accomplished

Components of a print ad

1)Headlines 2)sub headlines 3)body copy 4)visual elements 5)layout

planning and production of tv commercials

1)developing a script -Script: written version of the commercial that provides a detailed description of its video and audio contents 2) producing and getting approval for story board 3) preparing for production phase

unique selling proposition (USP)

1. Benefit: buy product/service and you will get this benefit 2. Unique: proposition must be unique to brand or claim; rivals can't or don't offer it 3. Potent: promise must be strong enough to move mass millions

Stages in developing a media plan

1. Market analysis 2. Establishment of media objectives 3. Media strategy development and implementation 4. Evaluation and follow-up

Criticisms of DAGMAR

1. Problems with the response hierarchy- consumers don't always follow the sequence 2. Sales objectives- some only view advertising as effective if it increases sales 3. Practicality and costs- difficult to implement and expensive 4. Inhibition of creativity- too much structure and stifles creativity

Commonly used creative execution styles

1. Straight-sell or factual message 2. Scientific/technical evidence 3. Demonstration 4. Comparison 5. Testimonial 6. Slice of life (or death) 7. Animation 8. Personality symbol 9. Imagery

Positioning

1. advertising --> establish or "position" the product or service in a particular place in the consumer's mind 2. done for companies as well as brands 3. *Repositioning*- changing the place the product or service occupies in the mind of the consumer

What goes in the Creative Brief?

1. basic problem or issue the communication must address or solve 2. communication objectives 3. target audience 4. insights to drive creative work 5. key benefits or major selling idea to communicate 6. reasons to believe/ supporting info 7. tone and manner/ brand personality 8. deliverables (what is needed and when) 9. measures of success (should be tied back to the objectives)

focus groups

10-12 consumers from a target market are led through a discussion on a particular topic to get insights

scientific/technical evidence

Advertisers cite technical/scientific information to support their advertising claims

Low BDI and Low CDI

Both the product category and the brand are doing poorly; not likely to be a good place for advertising -low market share -poor market potential

marketing factors

Brand history Brand share Brand loyalty Purchase cycles Usage cycle Competitive share of voice Target group

Dramatization

Focuses on telling a short story with the product or service as the star

creative execution style

Manner in which a particular appeal is turned into an advertising message presented to the consumer

How much frequency is needed to impact communication objectives?

Meta-analysis examined 37 studies looking at consumers' responses to ads -How many exposures necessary to impact recall and attitude toward brand? -Results: 10 exposures necessary to maximize attitudes while recall increases linearly -Other factors including consumer's involvement and time b/w exposures also have effects

Media Objectives

Objectives formulated to organize a media plan

Layout

Physical arrangement of the various parts of the ad

media strategies

Plans of action designed to attain the media objectives

Visual elements

Play important role in determining effectiveness of the ad; Goal—Work synergistically with headline and body copy to produce an effective message

Media planning

Series of decisions involved in delivering the promotional message to the prospective users of the product or brand

Advertising Campaign

Set of interrelated and coordinated marketing communications activities that center on a single theme or idea that appears in different media across a specific time period

scheduling

Timing promotional efforts such that they coincide with the highest potential buying times

humor

Used to present other advertising appeals

Animation

Uses animated scenes in advertisements

where to promote?

Using Indexes to Determine Where to Promote: 1) *Survey of buying power index* -charts potential of particular metro area, county, or city relative to United States as a whole -gives media planners insight into relative value of a market 2) *Brand development index* -factors rate of product usage by geographic area into decision process 3) *Category development index (CDI)* -provides info on potential for development of total product category and not specific brands

combinations

Using various execution techniques to create a message

Video

Visual elements that attract viewers' attention and communicate an idea, message, and/or image

Storyboard

a series of drawings used to present the visual plan or layout of a proposed commercial

Animatic

a videotape of the storyboard along with an audio soundtrack

Appeal

central message used in the ad to elicit some response from consumers or influence their feelings

Creative Strategy

determines what the advertising message will say or communicate

medium (plural = "media")

general category of available delivery systems

Production costs for a 30-second television commercial

grand total= $647,913

Creative Tactics

how the message strategy will be executed

media characteristics

look at phone for pictures

Body copy

main text portion of a print ad; goal is to communicate the message and hold consumer attention

reach

measure of the number of different audience members exposed at least once to a *media vehicle* in a given period of time

media objectives

media objectives are not ends in themselves -designed to lead to attainment of communications and marketing objectives -goals of media program media objectives should be limited to those that can be accomplished through media strategies

frequency

number of times the receiver is exposed to the media vehicle in a specified period

Ethnographic Research

observing consumers in their natural environment

sub headlines

secondary heads in a print ad; reinforce headline and advertising slogan or theme

media situation analysis

should lead to determining specific media objectives

media vehicle

specific carrier within a medium category -example: newspaper

High BDI and Low CDI

the category is not selling well, but the brand is; probably a good market to advertise in but should be monitored for declining sales -high market share -monitor for sales decline

example

the number of people all subscribed to USA today would be the coverage while a small group of those people(those who actually SEE the ad) would be the reach

Low BDI and High CDI

the product category shows high potential but the brand is not doing well; the reasons should be determined -low market share -good market potential

Headlines

words in the leading position of the ad

Media Factors

• Clutter • Editorial environment • Attentiveness • Scheduling • Number of media used • Repeat exposures