Comstrat 380 1nd Edition Lecture 10 Outline of Last Lecture I. Consumer insights researchII. Media researchIII. Message development researchIV. Evaluation researchV. Survey researchVI. In-depth interviewsVII. Focus groupsVIII. Ethnographic researchOutline of Current Lecture I. Marketing CommunicationII. Meaning of TermsIII. ObjectivesIV. Campaign strategies and movementV. PositioningVI. The Marketing planVII. The advertising or IMC planVIII. What’s in a campaign plan?IX. Campaign objectivesCurrent LectureI. For marketing communication, strategic planning is the process of:a. Identifying a problem that can be solved with marketing communicationsb. Determining objectivesc. Deciding on strategiesThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.d. Implementing tacticsII. What do each of these terms mean?a. Objective: what you want to accomplish. (Position a brand, increase brand awareness, boost brand loyalty, change product opinionb. Strategy: how to accomplish the objectives. (Means, design, or plan for accomplishing objectives; involves research)c. Tactics: actions that make the plan come to life. (Actions that execute the plan, such as how an ad is designed or written)III. Objectivesa. Formal goal statements outlining what the message is supposed to achieve and how it will be measuredb. Main effects and objectives: the six categories in the facets model of advertising effects:i. Perception, cognition, association, emotion, persuasion, behaviorc. These can be used to identify common consumer-focused objectivesd. Some objectives are tightly focused on a single effect; others require a complex set of effectse. For example, a campaign to create brand loyalty must:i. Generate cognitive (rational) effectsii. Generate affective (emotional effects).iii. Move people to repeat buying (behavioral).IV. Campaign Strategies and Managementa. Determining how to achieve objectives requires a general strategy statementb. Strategies may focus on:i. Brandingii. Positioningiii. Countering the competitioniv. Creating category dominance V. Positioninga. Product features and attributesb. Product differentiation is strategy that focuses attention to product differences that distinguish the company’s product from others in the eyes of consumersc. Competitive advantage is found:i. 1. Where the product has a strong featureii. 2. In an area that is important to the targetiii. 3. Where the competition is weakerd. Ex: repositioning Mountain Dewi. Objective – targetii. Strategy – positioniii. Tactics – how VI. The Marketing Plana. Developed for a brand or product line, usually annuallyb. Determines amount of advertising in marketing mix, creative, and mediac. A market situation analysis assesses the environment affecting marketing d. For marketing communication (marcom) managers, the marketing mix strategy is keye. It includes decisions about:i. Target market, brand positioning, product design and performance, pricing, distribution, marketing communicationVII. The advertising or IMC plana. Also includes objectives, strategies, and tacticsb. The focus is on the communication program supporting a brandc. I.e.i. Audience insight, message, medium1. …are at the heart of an advertising planVIII. What’s in a campaign plan?a. A campaign plan is more tightly focused on solving a particular problem in a specified time.b. It includes a variety of marcom messages carried in different media and sometimes targeted to different audiences IX. Campaign Objectivesa. Measurable objectivesi. Every campaign is guided by specific, clear and measurable objectivesii. Advertisers need to know whether the campaign or advertising is effectiveb. Benchmarking: a similar product of prior brand campaign is used to predict a logical