ADPR 3100 1nd Edition Lecture 8 Outline of Previous LectureI. Producer vs. consumer paradigmII. Hip consumerismIII. Sony WalkmanIV. SwatchOutline of Current Lecture I. Advertising Campaign componentsII. Strategic planningIII. Creative briefIV. CompetitionV. Target MarketsCurrent Lecture- Strategic Planning- Campaign Components o 1. Objective  goal of the campaign o 2. Strategy: the plan  overall plan for reaching the goal o 3. Tactic: execution  specific steps to deliver the strategy o all of these pieces are very closely related to each other (mark of a good campaign) - Main focus: the brand o Build, maintain a valuable brand  Not on the shelves 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. Lives inside peoples heads - Most important thing for advertisers to do it build and maintain this brand  Association of a product - Land rover o Luxury, unreliable, sporty- Ugg bootso White girl, ugly, expensive, - Why brands are valuable o Differentiate products o Instant recognition  Nike- We don’t have to be told what it is when we see the Nike swoosh = instant recognition - Strategic Planning: Key Parts o Brands equity audit analysis  What/where is our brand now?o Strategic options and rec. How do we change our brand to achieve our goals? o Brand equity research  What specific aspects of the brand do we want to change?o Creative brief What is our resulting plan of action?- Creative Briefo Single page that summarizes: Product and its competitors  What do we want the campaign to accomplish (obj)  Who are we talking to? (target market)  What do they think now about the product or service (current brand or positioning)  What do we want them to think about the product or service? (desired brand or positioning)  Why should they think this? (key features and benefits)  What is our message? (the “one thing”) o Product  Product life cycle  Determines best kind of advertising o Stages  Pioneering (new and trying to establish itself)  Competitive stage (competing for market share on shelves against competitors)  Retentive o Ex: PCs 1980s: IBM (retentive stage) - command interface- limited appeal  advertising- dry, dull, technical o Pioneering Stage Market objective- Create the market  Communicate objective - Create awareness- Identify need Apple super bowl commercial played once o Ads: Competitive stage  Marketing objective - Increase sales and market share Communications objective- Position - Unique features Apple and PC commercial - talking bad about PC compared to apple’s computers o Ads: Retentive stage  Marketing objective - Maintain market share and consumer loyalty  Communications objectives- Brand- Highly visual  Ex: Apple air o Stage determined by market  Pioneering - New buyers; first product in category  Competitive- Undecided buyers; high competition  Retentive - Committed buyers; dominant market share- Competitorso All the forces that inhibit sales of a producto Direct: same product category as your product  i.e. AMC movie theatre vs. Regal Movie theatreo Indirect: not in the same product category i.e. Netflix vs. AMC movie theatre- Objectives: o Marketing objectives  What people do - Sales go up and sales go down (actions that people take) o Communications objective  What people think and believe (what people think about a brand) o Advertising  Achieves a communications objective - Communications objectives:o 1. Awareness (put it on the radar)  create awareness  increase awareness o 2. Branding (target market’s associations with the product)  brand rebrand: changing some of the ways people think about the product/service o 3. Positioning (on the target market views it in relation to competitors) position reposition o None of these have to do with sales  they all have to do with what people think - Target Market o Market segmentation: choosing a portion of the population who you are going to target in the campaign o Demographics (“outside”): something that you do not have to ask that person o Psychographics (“inside”): have to ask the person, all personal questions o Market Profiles: concrete description of who the target market is - Target Market o Viewers of the Bravo Channel  Most educated and riches people  “Will and Gracers”- Urban, cosmopolitan; women and best male (gay) friends “PTA trendsetters” - Married women with children; style trend watchers - Features/benefitso Feature: a characteristic of the product o Benefit: the good thing that is made possible by the feature o People don’t buy features, they buy benefits  Not things, but satisfaction of their wants and needs Not drill bits, but holes o Don’t sell me car insurance, talk to me about ____.o Don’t sell me bricks, tell me about_____. Think about the benefit - Created brief as a unified whole o Everything must fit together really tightly - Market-brand-message: Master Cardo Target market:  Good revolvers; aspire to lead rich lives o Current brand and positioning  Generic cardo Desired and positioning One I feel good using o Key message  Mastercard helps you buy things that are important to you - Market-brand-message: Budget Rent-A-Car o Target market Savy shoppers; get a charge out of finding a great deal o Current brand and positioning  Best priceo Desired brand and positioning  Best value o Key message: Budget provides the best value in rental cars - Strategic planning o Advertising is the part of the iceberg you don’t seeo The strategic planning is all the behind the scenes work that is so crucial for all the work that has been done for this campaign o Markets constantly changing o Planning never stops - Media Planning o Trends and planning o Strategy o Scheduling o