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
