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