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BUS-M 311 : EXAM 2
6 Methods of making a brand catch on |
social currency
triggers
emotion
public
practical value
stories |
Social Currency |
the remarkable stuff we share in order to connect with others, so that we seem like insiders.
Scarcity and exclusivity lead to the feeling of being an insider.
Examples: Please Don’t Tell bar inside Hot Dog phone booth
Things that are novel, surprising, extreme, or interesting.
Use game mechanics to give people ways to achieve that. |
Triggers |
are stimuli that cause people to think about related things. (i.e.Peanut Butter & ________, or Salt & ___)
Top of Mind is Tip of Tongue. We talk about what we think about.
Brand names can be triggered by links to other things in the environment. (i.e. Weekends were made for Michelob.
Research with college kids in dorms to have them eat more vegetables. Two campaigns were tested:
|
Emotion |
We share what we care about. Don’t dwell on function. Focus on Feelings. Be provocative. |
Public |
We imitate others. Take the brand out where it can be seen and its use can be observed and imitated. |
Practical Value |
Make the brand stand out by promising savings of time, money, resources, or by promising improvements in health, wealth, or knowledge.
Idea: CorePower’s loss is your gain. We remove the fat and lactose, so that all that’s left is vitamins & minerals. Out with the Bad, and In with the Good. |
Stories |
Make the brand integral to a memorable narrative with a moral or lesson. Like a Trojan Horse that reveals the surprise…
Idea: Fascinating factoids that relate to incredibly strong things or light things printed inside Core Power Caps. (i.e. an ant can lift 50 times its weight) ‘Where does your power come from?” |
Marketing objectives |
Influence consumer perceptions
Drive consumer behavior
Achieve corporate strategy
by using insights, strategy, activation and engagement |
Creative strategy |
•Brand identity
•Brand personality
•Brand position
•Brand image
•Brand promise and brand preference
•Brand loyalty |
Brand identity |
–Distinctive and familiar (i.e. name, logo, colors, typeface, design, and slogan) |
Brand personality |
–Human characteristics like loving, trustworthy, sophisticated
|
Brand position |
–The soul or unique essence of the brand that matters to consumers |
Brand image |
–The mental image consumers have for a product based on symbols & associations associated with it |
Brand promise and brand preference |
–Reasons to Believe the Promise a brand makes leads to preference
•Brand loyalty |
brand loyalty |
–A connection built over time that leads to repeat purchases |
Pre-planning input |
Define Advertising Goals for Measuring Advertising Results
•Awareness… making the consumer aware of the existence of the brand or company.
•Comprehension… developing an understanding of what the product is and what it will do for the consumer
•Conviction… developing a mental disposition in the consumer to buy the product.
•Action… getting the consumer to purchase the product. |
Campaign planning 1 situational analysis |
Situational analysis:
•Backgrounding
–Research and review the state of the business that is relevant to the brand and gather all pertinent information
–A problem statement identifies the problem to be solved
•SWOT Analysis
–Analyzing SWOT means finding ways to leverage S & O while managing W and T |
Campaign Planning 2 objectives |
Objectives: formal statement outlining what the message should achieve and how it will be measured.
Share of Mind and/or Share of Heart
Rational
•Basic Awareness
•Top of Mind Awareness
•Information
Emotional
•Image
•Attitude/Behavior |
Difference between rational and emotional appeals |
Rational
•Basic Awareness
•Top of Mind Awareness
•Information
Emotional
•Image
•Attitude/Behavior |
Campaign planning 3 positioning |
A brand’s place in consumers’ minds in comparison to the competition.
Factors that influence positioning decisions:
–Competitive advantage
the product has a strong feature, in an area that is important to the target, where the competition is weaker.
–Differentiation
•focuses attention to product differences that distinguish the company’s product from all others in the eyes of target consumers. |
Creative Briefs |
•A document that explains the consumer insight based on research, and summarizes the basic strategy decisions.
•The first step in the creative process
•Designed to spark creativity and serve as a springboard for ideas. |
Steps in James Webb Young’s Creative Process |
Immersion
Digestion
Incubation
Illumination
Verification |
Immersion |
Gathering and connection information |
Digestion
|
Mulling over the data |
Illumination |
seeing the light |
Incubation
|
setting the problem aside |
verification |
refining the idea for practicality |
Graham Wallas model of the creative process |
preparation: gathering info
incubation: setting aside the problem
illumination: seeing the solution
verification:refining the idea |
Elements of the Communications Process, what they mean and how they’re used by marketers |
Word of mouth:
Immediate (social currency), Ongoing, Remarketability,
Game mechanics, Scarcity, Exclucivity, Triggers
Frequency, strength of link, proximity to purchase decision, context, competitors |
points of difference |
desirable to customer
deliverable by the brand
differentiating from competitors |
Points of Parity |
Traits that all products have - they are very simliar between products |
Meaning Transfer Model |
Objects/Persons/Context --> Celebrity --> Product --> Consumer
Ultimately, Consumer assumes some of the attributes of the celebrity through purchasing the product. |
Spokesperson Credibility |
1. the effectiveness of the spokesperson is related to the message itself.
2. the synergy between the endorser and the type of product or service advertised is very important.
3. endorsers who have demographic characteristics that are similar to those of the target audience are viewed as more credible
4. credibility is not a substitute for corporate credibility.
5. wording fits the spokesperson |
Top Down Budgeting |
a budget is established by management and then the monies are allocated to the various departments. The goal of this method is usually to insure that the promotional budget stays within the limits set by upper management. Spending levels are essentially predetermined and have no true theoretical basis. |
Bottom up budgeting |
the budget is based on consideration of the firm’s pre-determined communications objectives. The primary advantage of this approach is that the budget is driven by the objectives to be attained, rather than the predetermined amount management is willing to spend. |
Increase, decrease, or hold spending |
Increase:
If the cost is less than the marginal return
Hold: if come is the same as return
Decrease: if cost is more than return |
semiotics |
the study of the correspondence between signs & symbols & their roles in how we assign meanings |
Mnemonics |
memory tools that serve as bridges to help you recall information from long-term memory |
Neurometrics: |
measures real-time brain waves and impressively predicts behavior; three primary neurometrics- attention, emotional engagement and memory.
1. attention 2. emotional engagement 3. memory |