APRD 3002 - Exam 1

Customer Journey Map

Gives insight to what order content should be in and what should be linked where. It's also a guide to frustrations site users might run into trying to find the information they're looking for.

Social Media monitoring

In its basic form is simply listening to the conversations happening on various social media platforms and then noticing patterns that might be helpful to your advertising strategy.

Owned media

Controlled by the user

Clutter

- Advertising or marketing clutter refers to the large volume of advertising messages that the average consumer is exposed to on a daily basis. - This shift has happened because of the migration from "interruption advertising" to "invitation advertising." Advertisers would just throw content out there and would hope it would land in the right consumers hands. But now, that no longer works, the advertiser "invites" you into the conversation in myriad ways.

VALS = values, attitudes, and lifestyles.

- Classifies people into 8 segments based on mind-set. - 2 main components: The person's level of resources (including wealth, age, and education) and health status, energy level, and leadership qualities (classified as either high or low) - Looks at a person's primary motivation. 3 primary motivations. 1. Ideals 2. People motivated by ideals are driven by their principles and operate based on knowledge. 3. Achievement 4. People motivated by achievement are concerned about how they are viewed by other people 5. self-expression 6. People motivated by self-expression are looking for variety, might be more willing to take risks, and are focused on activity.

Marketing objectives

- Usually focused on the specific brand. - Common marketing objectives include goals related to sales (either dollar sales or number of units to be sold), market share (performance against competition), return on investment (what the brands makes compared to how much is being spent to produce and sell the brand), distribution (where the brand will be available), and profitability (how much the brand will contribute to the company)

Common advertising objectives fall into 3 categories:

1. Cognitive objectives = include awareness (how many or what percentage of people in the target audience heard of the brand) and knowledge (understand what the brand is about) 2. Affective objectives = get into the emotional side of things, such as having a positive attitude toward the brand and preferring the brand to others in the category. 3. Conative objectives = are about behavior, encouraging the consumer to want to buy the brand, and then actually making a purchase.

Consumer Research

1. Gfk MRI produces a survey of the American Consumer. - This study looks at consumer's self-reported purchasing of thousands of brands across a range of close to 600 products and service categories. Participants are also asked about their media use for print media, broadcast and cable TV networks, and radio formats and networks, as well as other media, use. - All this is tied to demographic data - This survey is then sold to ad agencies and marketing firms. 2. Simmons Research produces the Simmons National Consumer Study. - This looks at 500+ categories, major media use, and more than 1,000 media vehicles, and also asks about consumers' attitudes and opinions on a range of topics. - This is a subscription service and is used widely in the advertising industry. - Another aspect to consumer research where secondary sources can be helpful is to find out how consumers feel about the brand, what they've been told about it, and how they're talking about it

Lovemark's love has three elements: mystery, sensuality, and intimacy.

1. Mystery has to do with the brands story and how effectively it's communicated. 2. Sensuality looks at how the brands perform with regard to our five senses of taste, touch, smell, sound, and sight. 3. Intimacy is about the connection between the brand and its customer, particularly the depth of that connection.

Social Media monitoring

1. Talkwalker. - Can see where the majority of social media presence is located. - Can see the sentiment of the brand (pos, neg, or neutral) . - Allows you to view the timeline of engagement. - Examine hashtags in a data presented word cloud. And divide demographics. 2. Social Mention - Simply type the name of the brand in the search. - You'll see percentages for 4 dimensions. > Strength - the likelihood the brand is being talked about on social media > Sentiment - the ratio of positive to negative mentions > Passion - measures the likelihood that someone who is talking about your brand will do it again. > Reach - the ratio of unique mentions and total mentions. - You will also get other information on the top on the page that reports those dimensions such as top keywords and top users. - It also indexes blogs, microblogs, bookmarks, images, and videos, and questions people have online. 3. Boardreader - Goes out to a range of social media, including message boards, websites, and blogs and then pulls posts that have the keywords (e.g brand name) you're looking for. It also lets you look at post activity graphics in your choice of a graphic (pie chart, bar chart, etc) - 4. HowSociable It provides a magnitude score which shows how much activity a brand has had on social media in a specific week. - Range from 0-10, 10 being the greatest level of activity. 5. Keyhole - Provides real-time monitoring of social media use as well as the ability to track historical information. - For example, for its Facebook function, it will tell you the brand's average likes, comments, shares, engagement rate, and total page likes. - Gives year-long trend lines and gives you optimal post length on the page to drive engagement, growth in followers, and the optimal times to post on the page based on time of the day and day of the week. 6. TweetReach - Focuses on Twitter. - Tells you the brand's estimated reach, exposure, activity over a recent business day, top contributors, most retweeted tweets, and recent tweets. - Can quickly see who is most actively engaged with the brand, a helpful insight when trying to better understand both the brand and consumer. 7. Hootsuite - Monitors Twitter, Facebook, LinkedIn, WordPress, and Foursquare and allows you to schedule tweets.

Persona

A representative of the target audience. The description will include demographics and psychographic information, but it will also go deeper.

Paid media

All the traditional advertising we're used to thinking about, Tv commercials, etc.

Earned Media

All those "likes", retweets, and smiley faces that consumers use to express their feelings about a brand are forms of "earned" media.

IoT

Any device (not including computers or smartphones) that connects to the internet. Fitness trackers, smart home thermostats, Amazon Alexa,

Media Research

Each major media type has an advertising-focused organization associated with it (e.g News Media Alliance for newspapers). Each organization's website includes a great deal of data on advertising trends as well as research studies on how that type of media can be used most effectively. 1. TV data numbers come from Nielsen Company. - TV ratings are what most Americans know Nielsen for, but the company also does audience measurement for other types of media, including online. - They are also a major market research form, operating in a variety of industries. - The insight section of their website has a wide range of fascinating reports of audience segments, product categories, buyer behavior, etc.

Social Media Research

Every major social media platform has information geared towards business and nonprofits to help those kinds of organizations make the best use of the platform. 1. Socialbakers is a site that monitors a number of social media platforms. - The free portion has information on Facebook, Twitter, and Youtube, including up to 6 months of historical data. - Paid socialbakers also gets info on LinkedIn, Instagram, Pinterest, and VKontakte (russion platform) plus 5 years of historical data. - The free portion provides global and country-by-country data on users and most popular pages in the categories of brands, celebrities, communities, entertainment, media, place, society, and sports. - They also publish monthly social marketing reports with basic information on the major platforms. 2. Comscore is a business providing audience measurement data across a range of platforms. - It looks at TV viewing, digital use, and movie viewing around the world. - They publish frequent reports and insights on a variety of media and advertising topics, including social and mobile media. 3. The Pew Research Center conducts a wide-ranging research related to many of the topics marketers and advertisers care about. - Including areas such as: U.S Politics, media and news, social trends, religion, internet and technology, science, hispanics, and global. - Pew's internet and technology studies include a number of reports that deal with social media use. - The social trends area often has studied that can really help a planner understand different audience segments more deeply. 4. IHS Markit provides its subscribers with detailed data on a range of industries including automotive energy and natural resources, and financial services a month others. - They frequently issue news releases highlighting some of thor research and these can include useful resources for planners. 5. Maritz CX specializes in customer experience research, looking at how customers engage and intersect with companies. - Most of what they offer us is restricted to their own customers, but they're another organization that puts out press releases of some of their work.

Positioning Statement

Is a one-sentence summary of the relationship between the target audience and the brand. "For [target audience who ____], [your brand] is the only one that delivers [benefit/point of difference] because only [your brand] is [reason to believe].

Lifetime Value

Looks at how much customers might contribute to the brand over the course of the time they use the brand. - The higher the lifetime value, the more you might be willing to spend on acquisition cost.

Brand architecture

Many brands have multiple products or services they sell under multiple brands. How those brands are structured within the larger company is brand architecture.

Native advertising

Online paid advertising that looks like non advertising content. Requires a seamless connection to your other data.

POEM

Paid, earned, owned media

Claritas PRIZM

Puts households in the US into 1 of 66 different segments based on socioeconomic, life stage, and social factors.

Lovemarks

Reach your heart as well as your mind creating an intimate, emotional connection that you just can't live without. Ever... Put simply, Lovemarks inspire: Loyalty Beyond Reason

ROI

Return on investment. - Looks at how much the brand is generating compared to how much is being spent on it. (Brands sales ($) - cost to make, distribute, and promote the brand) / combined costs. - Ex: if we sell $100 worth of product, and it costs us $78 to produce and market the brand, then the return on investment is 28% ($100 - $78 = $22 / $78 = 28%)

SOAR = Strengths, Opportunities, Aspirations, and Results

SOAR is a more straight-forward, planning-focused approach then SWOT - Instead of focusing on weakness it focuses on what the brand or company is doing well (the strengths), things it might capitalize on (opportunities), where it wants to go (aspirations) and what it should be looked at to determine success (results) - Done internally from the company drawing on multiple voices within the organization.

Advertising objectives

Set to map out advertising's role in helping the brand achieve its marketing objectives.

Objectives need to be SMART

Specific = objectives should clearly state what you're trying to accomplish Measurable = good objectives include a numerical goal so that you'll be able to determine if that objective have been achieved. Achievable = the objectives you set need to be things that can reasonably be accomplished given the resources available. Relevant = the objective needs to make sense in terms of the bigger picture of the business or brand's success. Time-bound = objectives need to have a specified time frame in which the goal will be achieved.

SWOT = Strengths & Weaknesses, Opportunities & Threats

Strengths & Weaknesses -Internal to the brand -Strengths are what it does particularly well in terms of meeting customer needs, quality, performance relative to the competition, and other things - Weaknesses are the problem areas, things that need improvement, such as quality consistency and distribution, among others. Opportunities & Threats - Things outside the brand's direct control that can affect how it operates. - Often characteristics of the overall product category and can also include such things as the regulatory climate and economic environment. - Opportunities are positive trends that can be capitalized on - Threats are the negatives that need to be monitored.

Brand audit

Takes a close look at every element of the brand, including not only the physical product or service but also the logo and other imagery pertaining to the brand, all of the brand's communication touchpoints, positioning, and everything that contributes to the brand image.

Business objectives

The overall goals of the company. Common business objectives focus on areas such as long-term sustainability of the company, revenue generation, cost containment, improved efficiency, and streamlined production.