7-1. 7-2 range: 62% - 99% mean: 88% median: 89% mode: 89%

• Range: 62% - 99%

• Mean: 88%

• Median: 89%

• Mode: 89%

Positioning Statement: What are the three components?

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Who is the voice of the consumer who gathers info about consumers’ wants, needs, etc.?

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Research that can be run over and over with the same result?

Research that correctly measures what it intends to measure is?

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PerformanceMysteryStorytelling IntimacySensuality

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One of my rare trick questions:

A push strategy?

A pull strategy?

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What did Carson Wagner’s research reveal about Drug advertising?

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Asked another way: Can you differentiate a product on intangible qualities?

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Branding

Special meaning, emotional connection, differentiation, commands a higher price, creates competitive advantage.

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Two alternate explanations of how advertising works: linear methods like Think-Feel-Do and AIDA. Or non-linear, like Domains. Competitive theories to Facets.

Maslow’s Hierarchy and VALS are psychographic Models (Chapter 5, not Chapter 4). Adaption curve is behavioral.

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Technically right, but clearly not what I was looking for.

Alex: add a point to everyone’s score.

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Activision and Holiday Inn. Key insights?

Qual or quant?

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Strategic Planning

Advertising Principles and Practices

The business plan and marketing plan provide direction for advertising planning and other areas.

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For marketing communication, strategic planning is the process of identifying a problem that can be solved with marketing communications, determining: Mission – What are we all about Objective—a goal you want to accomplish. Strategy—means, design, or plan for

accomplishing objectives. Tactics—actions that execute the plan, such as

how an ad is designed or written.

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More tightly focused on solving a particular problem in a particular time frame.

Includes a variety of messages carried in different media and sometimes targeted to different audiences.

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Five requirements of a measurable objective: Specific effect that can be measured A time frame A baseline (where we are, where we begin) The goal Percentage change (subtract the baseline from

the goal; divide the difference by the baseline) Sample Objective: “The goal of this

campaign is to increase customer awareness of Kodak’s digital products from 20% to 25% in 12 months.”

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Strategies in search of objectivesOften driven by tactics!Let’s buy a Super Bowl ad!

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3-***7-25

Teams

Rubric

More detail: Chapter 12

Creative Briefs Due: Thursday 10/14

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3-***7-27

• The DDB Agency found that a barrier to purchasing cheese was the lack of good recipe ideas using cheese products.

• The American Dairy Association responded by offering more recipes through advertising and its Web site.

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• Kodak’s specialty was making film; it defined their brand.

• The “Gallery” campaign emphasized that Kodak is about pictures, no matter what the technology.

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Kodak/frog pic

Account planners look at advertising as an “insight factory” instead of an “idea factory.”

Consumer insights provide fuel for the big ideas.

Account planners use strategic and critical thinking to interpret consumer research to find relevant consumer insights that explain why consumers will care about a brand message.

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TargetInsightProposition

Target?Insight?Proposition?

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Ecoimagination

Love Train

Vegetarian

Target…frame of reference…point of difference.

When is a “re-positioning” necessary (e.g., Kodak, IBM, 7-Up)?

What about Eukanuba?

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Eukanuba’s “Feed the Breed” campaign featured photos by a famous animal photographer who created artistic images of the unique features of individual breeds, such as this spine of a Rhodesian Ridgeback.

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Feature Importance to Prospect Product Performance

Yours X Y Z

Price 1 + – – +

Quality 4 – + – +

Style 2 + – + –

Availability 3 – + – –

Durability 5 – + + +

Table 7.2 How to Do a Feature Analysis

The product in Table 7.2 would compete well on both price and style against X, on price against competitor Y, and on style against competitor Z. Competitor X seems the most vulnerable on the two features, price and style, that consumers rate as most important decision points.

Positioning statements can be summarized in one word: Volvo: Safety Maytag: Reliability Coke: Refreshment

Or a set of words: Just do it The relentless pursuit of

perfection Think different 7-53

Competitive advantage and differentiation

Competitive advantage is found where: The product has a strong feature In an area that is important to the target Where the competition is weaker

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Historical Method Last year’s budget plus inflation; not based on

goals Objective-Task Method

What do we want to do and what will it cost? Based on goals

Percentage-of-Sales Method Compares total sales with total advertising to

get ratio Competitive Budgets

Use competitors’ budgets as benchmarks and relates to the product’s share of market

All You Can Afford Whatever is left over; not a strategic approach

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The process of determining the effectiveness of a campaign.

It’s impossible without established, measurable objectives.

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Account planning is the research and analysis process used to gain knowledge of the consumer and uncover key consumer insights about how people relate to a brand or product.

An account planner is the agency person who uses a disciplined system to research a brand and its consumer relationships to devise messages to effectively address consumer needs and wants.

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Principle: The account manager is seen as the voice of the

client, and the account planner is seen as the voice of the consumer.

Who? Who are you trying to reach and what insight do you have about how they think, feel, and act? How should they respond to your advertising message?

What? What do you say to them? What directions from the consumer research are useful to the creative team?

Where? How and where will you reach them? What directions from the consumer research are useful to the media team?

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Account planners use consumer research to get inside the target’s heads, hearts and lives.

The key to effective advertising is a powerful consumer insight.

Account planners are information integrators who bring all the info together; and synthesizers who express what it all means in one simple statement.

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Account planners look at advertising as an “insight factory” instead of an “idea factory.”

Consumer insights provide fuel for the big ideas.


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Finding the “a-ha” in a stack of research reports, data, and transcripts is the greatest challenge for an account planner.


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The outcome of research, the communication brief (or creative brief) is a document that explains the consumer insight and summarizes the basic strategy decisions.

The first step in the creative process, it is designed to spark creativity and serve as a springboard for ideas.

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Problem: What’s the problem that communication can solve? (establish position, increase loyalty, increase liking, etc.).

Target audience: Who do we want to speak to? (brand loyal, heavy users, infrequent users, competition’s users, etc.) .

Consumer insights: What motivates the target? What are the “major truths” about the target’s relationship to the product?

The brand imperatives: What are the important features and competitive advantage? What’s the position? Also, what’s the brand essence, brand personality and/or image?

Communication objectives: What do we want customers to do in response to our messages? (perception, knowledge, feelings, symbolic meanings, attitudes and conviction, action).

The proposition or selling idea: What is the single thought that the communication will bring to life in a provocative way?

Support: What is the reason to believe the proposition? Creative direction: How can you best stimulate the

desired response? How can we best say it? Media imperatives: Where and when should we say it?

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An online mini-film commercial for American Express featuring Jerry Seinfeld was designed to entertain and create brand liking. It also generated buzz, which extended its impact through the power of word of mouth.

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See the Ad

7-1. 7-2 range: 62% - 99% mean: 88% median: 89% mode: 89%

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