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Seminar 228.443:Language & Culture Advertising

Dr. Teri Shaffer

Interim Director of theMBA Program

Associate Professor of Marketing

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Sources of Information

Bergh and Katz (1999), Advertising Principles: Choice, Challenge, and Change, NTC Business Books.

Wells, Burnett, & Moriarty (2000), Advertising: Principles and Practice

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Introduction Marketing & advertising connection Integrated marketing communications

(IMC) Case study: IMC campaign

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What Is Marketing?

The American Marketing Association Defines Marketing as the Process of

Planning and Executing the Conception, Pricing, Promotion, and Distribution of Ideas, Goods, and Services to Create Exchanges That Satisfy the Perceived Needs, Wants, and Objectives of the

Customer and the Organization.

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Marketing Concept

Step 1: determine what the customer needs and wants.

Step 2: develop, manufacture, market, and service the goods/services that fill those particular needs and wants.

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Four Tools of Marketing

Wells, Burnett, Moriarty 2000

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Integrated Marketing Communications (IMC) Practice of unifying all marketing

communication tools To communicate in a consistent way To & with stakeholder audiences

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Marketing Communications

Former times: everybody did their own thing!!

Today:all parties must blend their efforts into producing coordinated marketing communication.

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The Structure of a Campaign Plan

Campaign is complex set of coordinated activities

Set of objectives Short-term plan (1 year)

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IMC Campaign Outline

I. Situation analysis II. SWOT analysis III. Campaign strategy IV Media plan V. Marketing communications

activities VI. Appropriation & budget

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Product & Company Product & Company

Consumer & Stakeholder Consumer & Stakeholder

Market AnalysisMarket Analysis

Competitive AnalysisCompetitive Analysis

Industry AnalysisIndustry Analysis

Marketplace AnalysisMarketplace Analysis

I. Situation Analysis

The Most Important

Research Areas Are:

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InternalFactors:

Strengths &Opportunities

InternalFactors:

Strengths &Opportunities

External Factors:

Weaknesses & Threats

External Factors:

Weaknesses & Threats

ProblemIdentification

ProblemIdentification

II. SWOT Analysis

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III. Campaign Strategy

Key Strategic DecisionsKey Strategic Decisions

ObjectivesObjectives

Target AudiencesTarget Audiences

Positioning StrategyPositioning Strategy

Scheduling StrategyScheduling Strategy

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IV. Media Plan Media objectives (reach,frequency) Media strategies (targeting, continuity,

timing) Media selection (specific vehicles) Geographic strategies Schedules Media budget

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V. Marketing Communication Activities

Sales promotions Trade promotions Direct marketing Public relations & publicity

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Governs all Strategic Decisions.

Governs all Strategic Decisions.

Appropriation and Budget

Determine the General ScopeDetermine the General Scope

Allocated AcrossCommunication Activities.

Allocated AcrossCommunication Activities.A

mo

un

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f M

on

ey A

vai

lab

le

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Evaluating the Campaign Plan Most important step Evaluate effectiveness against

objectives

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IMC Example: BellSouth Yellow Pages

Wells, Burnett, Moriarty 2000

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Competitive Environment

Megamergers & deregulation in telecommunications

Directories proliferated

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BellSouth Yellow Pages

Mid-1990s Complete review of its brand equity &

awareness

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BellSouth Yellow Pages

Basis for developing competitive advantage over other directories

Needed a new branding strategy to overcome consumer confusion & build credibility

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BellSouth

Two companies South Bell serving eastern southern

states South Central Bell serving south central

southern states 550 cities and towns 9 state region Generating $1.7 billion in revenue

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BellSouth

Renamed South Bell & South Central Bell to BellSouth

Hired WestWayne advertising agency of Atlanta to develop new positioning IMC campaign

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Spokesperson Dixie Carter,

Designing Women television series

Remodeling project

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Umbrella Theme

“Start with the one you know.” Idea was to create an image of a

dependable old friend

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BellSouth Campaign Strategy Objectives Targeting Positioning Scheduling

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Objective #1

Introduce new brand, BellSouth Yellow Pages

50% unaided brand awareness in first year

80% aided brand awareness in first year

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Objective #2

Communicate new brand positioning effectively

Exceed Communicus, Inc. research company’s unaided recall norm of 14%

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Objective #3

To improve consumer usage share above 85 percent

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Objective #4

To meet or exceed a revenue increase goal of 2.6%

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Target Markets

Demographic Adults 25 to 54 years Skewed toward women Psychographics (51% of usage) “Enthusiastic Brand Shoppers” “Product Value Shoppers” “New Attitude Shoppers”

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Positioning

Two companies, South Bell & South Central Bell were being brought together

Campaign designed to communicate new brand position for Yellow Pages

“The most proven & dependable source of local buying information” in the South

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Scheduling

Creative idea: design it as a serial, similar to a soap opera

11 commercials of Dixie’s efforts to renovate her river retreat

She demonstrates the value of the BellSouth Yellow Pages to help her find contractors and materials

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Communication Strategy

Message development research Creative theme Creative tactics and executions

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Message Development Research 21 different campaign concepts were

presented to client 8 were selected for qualitative testing in

7 key markets across various target markets

Only the “Dixie Carter” concept performed well

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Message Development Research Copy tested by Diagnostic Research,

Inc. (DRI) 3 rough TV executions to evaluate

series of “episodes”

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Message Development Research Campaign achieved highest copy-

testing scores for the BellSouth corporation

Among 5 highest scores ever for DRI 300% above norm

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Creative Theme

Campaign is series of ads built around a central theme or big idea

Theme creates synergy that comes from using different messages for different audiences in different media

Synergy intensifies impact Impact is created by repetition But need variety to make it interesting

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BellSouth

Serialization of the story Over 2 year period from 1996 ran 10

different television commercials

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Continuity Devices

Create link from ad to ad Characters Jolly Green Giant Pillsbury Doughboy Taco Bell dog Dixie Carter

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Continuity Devices

Slogans “The Pepsi Generation” (1960s-70s) “The Choice of a New Generation”

(1980s) “Gotta Have It” (early 1990s) “Be Young. Have Fun.” (mid to

late1990s)

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Image Transfer

Ad in one medium Stimulates listener to think of ad in

another medium Cheaper medium (radio, outdoor) can

be used to remind people of message delivered in more expensive medium (TV)

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Creative Tactics

Two steps Creative strategy What the message says Tactics How message will be executed

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Media Plan

Developed simultaneously with creative plan

Based on available $ Best combination of media vehicles

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Examples

Awareness problem Widespread mass media Trial problem POP sales promotions Reach small niche Direct mail or Internet

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Media Objectives

Reach Frequency

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BellSouth

3 psychographic segments These segments may use different

media

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Print Ad to Appeal to Shoppers

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BellSouth

Specific TV programming and dayparts 40% Prime 25% Early am/daytime 20% Early news 15% Late news

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BellSouth TV Ads

:60 second TV“Dixie Serial Introduction”

:30 second TV“Kitchen/Outside Atlanta/Internet Address”

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BellSouth Yellow Pages

Video:

Dixie Carter Television Series

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BellSouth

Radio formats Lifestyle magazines Daily newspapers

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BellSouth Radio

:60 Radio Vacation/Real Talking Ads

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Print Ads

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Print Ad

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Other Communication Tools

Dixie Carter was integrated into all activities

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Subcampaigns

B2B sales support campaign targeted at business owners

New interactive Web site, the Yellow Pages OnLine, used direct mail and newspaper ads

Donut TV ads for cooperative adv (local information such as store name & location)

Advertising kit for Yellow Pages sales representatives

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Appropriation & Budget

Varies greatly BellSouth was mid-sized at $12 million

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Evaluating the Campaign

Measure effectiveness against objectives

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Objective 1

Introduce a new brand name 11 mo later, tracking study by Hazelton

research firm 64% unaided brand awareness (goal

50%) 92% aided brand awareness (goal 80%)

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Objective 2

Communicate new brand positioning Tracking study by Communicus Inc. Unaided advertising recall was 32% Industry norm of 14% (goal) Exceeds norm by 285% Aided recall was 79% Campaign & Dixie’s likability & believability

significantly above norms

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Objective 3

Improve usage share above 85% Quarterly Performance Report by the

Yellow Pages Association Usage share was 87.1%

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Objective 4

Increase revenues by 2.6% Increase 3.9% (50% above objective)

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Additional Research

Millward Brown International Consumer & business attitudes More positive for BellSouth Than for AT&T, MCI, & Sprint