ADVT 250 1st Edition Lecture 5Outline of Last Lecture I. Marketing MixII. DemandIII. Offensive Demand StrategiesIV. Defensive Demand StrategiesV. What is a Brand?VI. Benefits of Positive Brad Equity to Consumers/ MarketersOutline of Current Lecture I. Marketing GoalsII. Advertising GoalsIII. Four Components of a GoalIV. ResearchCurrent LectureI. Marketing Goals1.) Sales Oriented: increase market shares, increase unit sold, increase margin (profits)Ex: To increase sales of Diet Dr. Pepper among men by 5% during 2015.Ex: To increase the full-price(non-sale) average items per transaction from 2.0 to 3.1 among Banana Republic customers during 4th quarter 2015. II. Advertising Goals1.) Support the marketing goals and are communication oriented. Advertising goals raiseawareness, interest, and desire.(all three of these are about willingness) ACTION is the ultimategoal.Ex: To increase awareness of Diet Dr. Pepper as the best tasting diet drink for men. Ex: To create interest among men in drinking Diet Dr. Pepper.These 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.III. Four Components of a goal1.) To increase brand preference for diet dr. pepper by 20% among 25-54 year old men during fiscal year 2015-2016To Do What: To increase brand preference To Whom: Among 25-54 year old menBy How Much: by 20%By When: during fiscal year 2015-20162.) To increase desire of family vacation decision makers to devote at least one full day of a WDW vacation to Disney’s Animal Kingdom Park by 35% during 2015.To do what: get families to spend a whole day of vacation at Animal KingdomeTo whom: family vacation decision makerBy How much: 35%By When: 2015IV. Research1.) Research is used in advertising planning to: understand perceptual obstacle and opportunities (how do people currently feel about a product or service and what do they want?) AND to determine base-line measures (where are we starting/beginning) 2.) Perceptual Obstacles and Opportunities: -Perceptual Obstacles (are thoughts that may stop people from using out prduct or service) - Disney Animal Kingdom example:- People are not sure what’s actually there.- We love our Disney ritual (MK, EPCOT, STUDIOS)- Not that interested in Zoos- My kids won’t like it/ they want rides and characters. -Perceptual Opportunities (reasons people would want to use our product or service)- Disney Animal Kingdom example:- We want quality family experiences- We want smart kids- We want to do good things for the world- We want to have fun together on vacation- We love Disney characters- We love Disney park details3.) Baseline Measures: is research to determine current levels of awareness, interest, desire, etc. (where we are starting so we’ll know where we will end up!) 4.) Types of Research:- Secondary: Finding out what information already exists. ( Go to the libraryand look things up)- Primary: Creating original information. (Research you conduct yourself)5.) Secondary Research: Simmons (SMRB) is a syndicated research service that provides research on media use, product use, demographics (external characterizes), psychographics (attitudes, interests, opinions). You subscribe to Simmons to get their information. Not free.Simmons Ex: What do we want to compare DAK visitors to all Disney World Visitors? Simmons allows up to cross tabulate product use with attitudes. We found out that Disney guests are happier than the average U.S. adult. DAK visitors are happier than all WDW visitors. Both DAK and WDW visitors are more likely to enjoy spending time with their family. DAK adults are more likely than WDW visitors to enjoy doing unconventional things. - Other sources for secondary research: Exiting Market Research (sales data, trends, etc.), Newspaper, internet, current events, etc. 6.) Primary Research: Research designed to find out information that cannot be found in other sources. Original surveys, tests, and interviews. 7.) Types of Research: - Quantitative: Designed to measure how much, how many, how strongly held an attitude or belief is-Surveys are quantitative measures.-Scaled items are quantitative measures.-Quantitative research is statistically analyzed.- Qualitative: designed to understand what people think and feel. Open-ended questions (Tell me what you think of ADV