1. Part 2 Principle: Be True to Thy Brand – and Thy Consumer
Chapter :
Part 2 Principle: Be True to Thy Brand – and Thy Consumer
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2. 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.
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3. 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.
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4. 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.
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5. 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.
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6. 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).
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7. 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.
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8. 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.
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9. 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.
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10. 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.
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11. 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.
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12. 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?
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13. 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.
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14. 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.
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15. 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.
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16. 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.
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17. 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.
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18. 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.
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19. 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.
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20. 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?
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21. 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?
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22. 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.
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23. 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.
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24. 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
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25. 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.
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26. 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.
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