Advertising and Integrated Brand Promotion Part 6: STP Marketing

“The best a ma...wait, who? From 1903 to the late 1990’s, Gillette owned over 66% of the market on razors and razor blades. How do we continue growth... So they took a look at their markets, and segments. Recognized a change in culture, and how it affected their segmentation. “Gillette: The Best a Man Can Get”

Gillette for Women: Are You Ready The number of women shaving had increased. Market strategies hadn’t changed. Created a new product line for a separate demographic. BT DUBS: THIS NEW AD CAMPAIG N COST GILLETTE $80 MILLION DOLLARS

The multi-tonged approach Attack hard, attack fast: exposure, exposure, exposure. Make decisions based on calculated research and data, while being creative!

The focus Theories and practices from today need to work their way into our pre-production mentality as we approach our project. So on top of our standard script, storyboard, shot list... Focus on our reasoning for locations casting, wardrobe, style, theme, copy Thennnnnnnn...make sure you’re focusing on consumer type, needs, functions, benefits, research tendencies......while determining which method of advertising would be best......all while being creative :)

Strategy Just like in chess, or football you need to constantly plan out moves in order to stay on top of your opponent, and in control Advertising works the same way The consumer is a living breathing entity, and you must be willing to adapt

Refresh 4 types of human needs Biological, Safety, Love/belonging, Esteem 2 types of benefits Functional, emotional 2 types of research Internal, external 2 types of consumer Logical, social

STP Marketing Segmenting- Breaking down diverse markets into manageable portions Targeting- Choosing specific segments as the focal point Positioning- Creating media that specifically appeals to the target segment

Demographics Demographics are the initial segmentation of the population based on general descriptors such as: Age Gender Race Marital Status Income Education Occupation Geographic location etc.

Let’s Pause... Does anybody know what the U.S. Census is? Do it..

Let’s critique Groups of 3 Work together to form opinions and explanation Fill out worksheet, and provide an argument for the question ask. Be prepared to defend to the class. Each member of the group will be the spokesperson for 1 ad.

Ad 1

Ad 1.5

Ad 2

Ad 3

Bonus!