التسويق الاستراتيجى
TRANSCRIPT
Customer: person that buys your
product
Consumer: person that uses your
product
Major Decisions in AdvertisingMajor Decisions in Advertising
Objectives SettingObjectives Setting
Budget DecisionsBudget Decisions
Message DecisionsMessage Decisions
Campaign EvaluationCampaign Evaluation
Media DecisionsMedia Decisions
Informative AdvertisingBuild Primary Demand
Informative AdvertisingBuild Primary Demand
Setting ObjectivesSetting Objectives
Persuasive AdvertisingBuild Selective Demand
Persuasive AdvertisingBuild Selective Demand
Comparison AdvertisingCompares One Brand to
Another
Comparison AdvertisingCompares One Brand to
Another
Reminder AdvertisingKeeps Consumers Thinking
About a Product.
Reminder AdvertisingKeeps Consumers Thinking
About a Product.
Communication EffectsCommunication Effects
Advertising Program EvaluationAdvertising Program Evaluation
Sales EffectsSales Effects
Time
Pe
rfo
rman
ce
3: Compete with convenience3: Compete with convenience
2: Compete with improvements in trust
2: Compete with improvements in trust
1: Compete byoffering betterfunctionality
1: Compete byoffering betterfunctionality
4: Compete on a price basis4: Compete on a price basisLeast demand
Main stream
Most demand
CostsCosts BenefitsBenefits
1-7
Question Marks• High growth, low share • Requires cash to hold market share
Question Marks• High growth, low share • Requires cash to hold market share
Stars• High growth & share• Profit potential • May need heavy investment to grow
Cash Cows• Low growth, high share• Established, successful•Produces cash
Dogs Low growth & share Low profit potential
Dogs Low growth & share Low profit potential
Mar
ket
Gro
wth
Rat
e L
ow
H
igh ?
Important to every consumer!Important to every consumer!Important to every consumer!
Important to your job!Important to your job!
• Age:– < 5– 5 to 15– 16 to 29– 29 to 44– 45 to 64– 65 and over
• Gender• Race• Family Income• Geography• Residence Location
– Urban– Suburban
• DNA characteristics• Diagnostic tests• Disease
– Targets– States– “Career”
• Psychological states– Pain– Discomfort– Social
Slide 2-40
Strength
Weakness
Opportunity
Threat
Where are we going?
StrengthsStrengths WeaknessesWeaknesses
OpportunitiesOpportunities ThreatsThreats
Strategic Long-term Directional Single use
Tactical Short-term Specific Standing
FREQUENCYBREADTH TIME FRAME SPECIFICITY OF USE
1 2
3 4
Date: Tuesday __/__/__1.________________________________
Priority□High □Medium □Low
2.________________________________ Priority
□High □Medium □Low3.________________________________
Priority□High □Medium □Low
4.________________________________ Priority
□High □Medium □Low
Time Monday Tuesday Wednesday Thursday Friday Saturday Sunday
6:00
7:00
8:00
9:00
10:00
11:00
12:00
1:00
2:00
3:00
4:00
5:00
6:00
7:00
8:00
9:00
10:00
11:00
12:00
Date Week Monday Tuesday Wednesday Thursday Friday Saturday Sunday
1st
2nd
3rd
4th
5th
6th
7th
8th
9th
10th
Finals