Part 2 Principle: Be True to Thy Brand – and Thy Consumer Chapter 6 - 10: Part 2 Principle: Be True to Thy Brand – and Thy Consumer Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

Research used in planning advertising Market research compiles information about the product, the product category, competitors, and other details of the marketing environment. Consumer research is used to identify people who are in the market for the product. Market research compiles information about the product, the product category, competitors, and other details of the marketing environment. Consumer research is used to identify people who are in the market for the product. Knowledge about consumer’s needs and wants is at the heart of all marketing communication plans. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

Research used in planning advertising…… Brand communication research focuses on all the elements of advertising—message, media, evaluation, and competitors’ advertising. IMC research assembles information to plan the use of a variety of marketing communication tools. Strategic research uncovers critical information that becomes the basis for strategic planning decisions. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

What are the basic types of research? Secondary research Background research using available published information Sources include: Government organizations Trade associations Secondary research suppliers Secondary information on the Internet Secondary research is background research using available published information. Sources include government organizations, trade associations, secondary research suppliers, and secondary information on the Internet. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

Demographic information, such as that available from the U. S Demographic information, such as that available from the U.S. Census Bureau, is fundamental to marketing and communication planning. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

What are the basic types of research? Primary research Information collected for the first time from original sources, such as primary research suppliers. These include: A.C. Neilson Simmons Market Research Bureau (SMRB) Mediamark Research Inc. (MRI) Primary research is information collected for the first time from original sources, such as primary research suppliers. These include A.C. Neilson, Simmons Market Research Bureau (SMRB), and Mediamark Research Inc. (MRI). Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

What is strategic planning? For marketing communication, strategic planning is the process of: identifying a problem that can be solved with communication determining objectives deciding on strategies implementing tactics For marketing communication, strategic planning is the process of identifying a problem that can be solved with marketing communications, determining objectives, deciding on strategies, and implementing tactics. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

What is strategic planning? What do each of these terms mean? Objective: what you want to accomplish. Strategy: how to accomplish the objectives. Tactics: actions that make the plan come to life. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

The business plan The business plan and marketing plan provide direction for advertising planning and other areas of marketing communication. The business plan may cover an SBU (strategic business unit), which is a line of products or all offerings of a brand. The business plan and marketing plan provide direction for advertising planning and other areas of marketing communication. The business plan may cover an SBU (strategic business unit), which is a line of products or all offerings of a brand. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

The business plan Mission Statement and Business Philosophy A business plan begins with a description of the business itself: The history of the company Its products The scope of its offerings Its corporate strengths Its organizational structure and management team The business plan and marketing plan provide direction for advertising planning and other areas of marketing communication. The business plan may cover an SBU (strategic business unit), which is a line of products or all offerings of a brand. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

The business plan Research In business plans, it is particularly important to look both inside and outside the organization to identify strengths and weaknesses, both corporate and brand. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

The business plan Goals and objectives Business goals are long term and general. Objectives focus on maximizing profit and return on investment (ROI). Strategies, tactics, and controls At the business plan level, planning decisions are focused on research and development, operations, and sales and marketing. What is the difference between tactics and strategies? How would you define each term differently? Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

The marketing plan Developed for a brand or product line and evaluated annually. Parallels the business strategic plan and contains many of the same components. Involves a SWOT analysis to determine strengths, weaknesses, opportunities, and threats The marketing plan is developed for a brand or product line, usually annually. It parallels the business strategic plan and contains many of the same components. A market situation analysis assesses the environment affecting marketing. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

The marketing plan For marcom managers, the marketing mix strategy is key. It includes decisions about: Target market Brand position Product design and performance Pricing Distribution Marketing communication For marketing communication (marcom) managers, the marketing mix strategy is key. It includes decisions about target market, brand position, product design and performance, pricing, distribution, and marketing communication. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

Who are the key players? Creativity is a product of teamwork between: Copywriters Art directors Creative directors Account planners Broadcast directors Team members work together to generate concept, word, and picture ideas. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

Who are the key players? Consider the “Three Ps” of innovation: Place Areas of the agency, office or workspace that impact creativity. Person How do creative people think and behave? Process Creative product: the actual campaign. Consider the “Three Ps” of innovation: Place: areas of the agency, office or workspace that impact creativity. Person: how do creative people think and behave? Process: creative product: the actual campaign. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

Strategic formats Psychological appeals An appeal uses an emotional (heart) approach to make the product attractive or interesting. Appeals might include: Security Esteem Fear Sex Sensory pleasure The appetite appeal of the trail mix bar is dramatized by an extremely close-up visual that shows all the nuts and raisins larger than life. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

Strategic formats Selling premises These speak to the head with a sales message: A selling premise uses a rational (head) approach that states the logic behind the sales offer. The most important features or attributes must be identified. A claim is a product-based strategy based on how well the product will perform. Selling strategies speak to the head with a sales message. A selling premise uses a rational (head) approach that states the logic behind the sales offer. The most important features or attributes must be identified. A claim is a product-based strategy based on how well the product will perform. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

The language of brand communication The most important word selection in marketing communication is the brand or corporate name. A long-term brand or corporate identity effort, slogans have to be catchy and memorable. The word tagline is often used to refer to a slogan, but technically it means a line at the end of an ad that wraps up the creative concept. The most important word selection in marketing communication is the brand or corporate name. A long-term brand or corporate identity effort, slogans have to be catchy and memorable. The word tagline is often used to refer to a slogan, but technically it means a line at the end of an ad that wraps up the creative concept. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

Techniques for catchy slogans Direct Address: “Have it your way.” Think small.” A startling or unexpected phrase: “If it’s out there, it’s in here.” Rhyme, rhythm, alliteration: “The daily diary of the American Dream.” Parallel construction: “When it rains, it pours.” Can you identify which companies and advertising campaigns these slogans came from? What makes them so memorable? Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

Techniques for catchy slogans Cue for the product: “Good to the last drop.” “Nothing runs like a Deere.” “Breakfast of Champions.” Music: “In the valley of the Jolly, ho-ho-ho, Green Giant.” Combination : “It’s your land, lend a hand.” Keep them short: “Eat MorChikin” for Chick-fil-A. Can you identify which companies and advertising campaigns these slogans came from? What makes them so memorable? Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

Why is visual communication important? Consider the Altoids case study from this chapter. Success came from consistent graphic presentation of the brand in its marketing communication. In effective advertising, it’s not just the words that count -- the visuals must communicate too. Visuals do some things better than words, such as demonstrate something. Consider the Altoids case study from this chapter. Success came from consistent graphic presentation of the brand in its marketing communication. In effective advertising, it’s not just the words that count -- the visuals must communicate too. Visuals do some things better than words, such as demonstrate something. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

Visual impact An intriguing idea grabs attention and sticks in memory. A picture in a print ad captures more than twice as many readers as a headline does. People remember ads with pictures more than those with just type. An intriguing idea grabs attention and sticks in memory. A picture in a print ad captures more than twice as many readers as a headline does. People remember ads with pictures more than those with just type. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

Visual impact The effective use of visuals can be related to the Facets Model of Effects: Grab attention Stick in memory Cement belief Tell interesting stories Communicate quickly Anchor associations Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

Visual impact IBM used a chick and an egg to demonstrate the smallness of its hard disk drive, which is about the size of a large coin. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

Brand image and position Marketing communication plays a major role in creation of a brand image. Much of this is conveyed through visual elements. A logo is the imprint used for immediate identification of a brand or company. Brand image is also prominent in package design. Marketing communication plays a major role in creation of a brand image. Much of this is conveyed through visual elements. A logo is the imprint used for immediate identification of a brand or company. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall