Media and Message StrategiesMacro issuesLarge scale issues that influence the companyVery little controlThe EconomyVariables include:Consumer confidenceUnemploymentInterest ratesStock marketLegal IssuesFamiliarity with laws and regulations that affect productSize of Market and Growth PotentialBudget should be in line with size of market and growth ratesBaby boomerHispanicsAfrican AmericansSuppliers and Natural ResourcesLabor disputesNatural DisastersSocietal IssuesWomenLGBTSingle parent householdsAdvertisingMinimalSales promotionLow SupportSeasonalitySeasonal purchasing patternsStrategy should plan around existing patternsConducting ResearchSpend limited budget during situation analysisMore efficientKeeps advertising moving in the right directionSecondary researchInformation gathered for some other purpose that is useful to the company.Sales figuresCensus DataInternet searchesAdvantagesRelatively inexpensiveRapidSource of comparative dataLarge sample sizeReliableDisadvantagesRarely fits needsDatedWidely disseminatedPrimary ResearchResearches customized by the company accomplish specific goals.Areas of Primary Research UsefulnessHierarchy of effectsAwarenessKnowledgeAttitudeOpinionsPerceptionsBehaviorSalesPurchase intentConsumer information sourcesUsually different forms of mediaClassifying consumersSegmentationDetermining appropriates message strategyConcept testingImage is everythingSetting objectives and establishing positioningPurpose of ObjectiveWhat the compacts wants to accomplishA goal to measure accomplishmentProvides strategic directionsDAGMARA type of objective specific to advertisingDefiningAdvertisingGoals forMeasuredAdvertisingResultsElements of DAGMAR Objectives:Task: What the advertising is designed to doTo increase awareness of Campbell’s Chucky soupsAudience: The target that the advertising is designed to reachAmong adults 25- 54 years oldDegree: Amount of change to achieve within the targetBy 20%Time: Length of the campaignBy the end of the yearBenefits of Specific Advertising GoalsPeople perform betterProvides direction for team memebersKeeps advertising on targetProvides focusProvides a common goalMany departments work on the same projectSpecificity permits measurementQuantification allows for evaluationPositioningRelating to competition through a unique AND meaningful benefitsPerception of the brandPositioning and Consumer PerceptionsIf a consumer does not perceive that a product delivers a specific benefit, then that product does not deliver that benefitPerception is realityPositioning StrategiesAttributesPhysical featurePrice/valueWhat the consumer receives for the moneyUse/applicationShows various ways the product could be usedProduct userDifferent products are positioned for different primary usersProduct categoryPosition brand in a specific categoryCompetitorPositioning brand relative to a specific competitorWhat is the Plan…. And Is it Legal?Message strategy and Legal RestrictionsComponents of Message StrategyMessage of series of messagesInformative and persuasiveInteresting presentationRelevant issuesRelevant audienceCreative BriefSummary of consumer and bran insights that are uncovered during the situation analysisComponentsInsights about the target marketInsights about the bran interaction with the target marketWhat the target will know and feelKey insight (the big idea)Legal Constraints on AdvertisingFTC Act of 1914Establish the FTC’s on organization to police unfair methods of competition and unfair or deceptive practices in commerceNon- FTC Regulatory AgenciesFDAFCCPostal ServiceAlcohol and Tobacco Division of the TreasuryLibrary of CongressCivil Aeronautics boardState AgenciesLocal AgenciesSpecific media and messagesSpecific strategiesRifle messageSpecific statementsSpecific mediaCable TVDirect mailSpecial interest magazineRifle MediaDeliver message to specific audiencesBroad StrategiesShotgun messageBroad statementsShotgun mediaDeliver message to broad audiencesTVGeneral interest magazinesOut – of – HomeFront End AlignmentFinishing the Situation AnalysisProduct life cycleThe change a product goes through from its introduction in the marketplace until it is pulled of the market.Impacts objectives and strategiesStages are not equal in timeLength of cycle is not the same for every product.Stages and strategic ImplicationsIntroductionLow salesHeavy lossesLittle competitionPriceRelatively high, especially if a new product categoryAdvertisingCreate awarenessEstablish positioningSales promotionRetail incentivesGrowthRapid increase in salesRapid increase in competitionPriceDrops due to competitionAdvertisingStimulates selective demandSales promotionSamplesCouponsRetail incentivesExpand DistributionMaturitySales stabilizeAggressive completionPricePrimary form of competitionAdvertingMaintain current positioningIntangible benefitsSales promotionDiscountsConsumers may become loyal to priceDeclineProfits decreaseToo costly to turn aroundPriceSteep price reductionsAdvertisingMinimalSales promotionLow supportADV 3008 Lecture 5 Outline of Last Lecture I. Media and Message Strategies A. Segmentation Strategies B. Specific Strategies C. Broad StrategiesII. Front End Alignment Outline of Current LectureIII. Macro Issuesa. Economy IV. Conducting Research a. Secondary Research b. Primary Research V. DAMARVI. Positioning Current Lecture← Media and Message Strategies Macro issues Large scale issues that influence the company Very little control ←- The Economy o Variables include: Consumer confidence Unemployment Interest rates Stock market - Legal Issues Familiarity with laws and regulations that affect product - Size of Market and Growth Potential Budget should be in line with size of market and growth rates Baby boomer Hispanics African Americans- Suppliers and Natural Resourceso Labor disputeso Natural Disasters - Societal Issueso Women o LGBTo Single parent households - Advertising o Minimal - Sales promotion o Low Support - Seasonality o Seasonal purchasing patterns Strategy should plan around existing patterns ← Conducting Research Spend limited budget during situation analysis o More efficient o Keeps advertising moving in the right direction- Secondary research ←Information gathered for some other purpose that is useful to the company. o Sales figures o Census Datao Internet searches Advantages Relatively inexpensive Rapid Source of comparative data Large sample size
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