marketing management introduction to advertising paul dishman, ph.d. department of business...
TRANSCRIPT
Marketing Management
Introduction to Advertising
Paul Dishman, Ph.D.Department of Business Management
Marriott School of Management
Brigham Young University
Lecture 17
Paul Dishman, Ph.D.
Marketing Management
Advertising Concepts
• Demand
• Message Appeals
• Strategies
• Slogans
• Logos
• Trademarks
Paul Dishman, Ph.D.
Marketing Management
Stimulating Demand
• Primary
• Selective
Paul Dishman, Ph.D.
Marketing Management
Message Appeals
• Humor• Sex
– Overt– Romantic
• Fear• Ego/Prestige• Moral• Rational
Paul Dishman, Ph.D.
Marketing Management
Strategies
• Brand Image
• Positioning
• USP (Unique Selling Proposition)
• Resonance (Projective)
• Affective (emotional)
Paul Dishman, Ph.D.
Marketing Management
SlogansSlogans
For each of the following slogans, on the form provided, write down the product that you associate with that slogan.
Do not leave any blanks.
Paul Dishman, Ph.D.
Marketing Management
SlogansSlogans
1. “My doctor said _____________”2. “Nothing beats a great pair of ___”3. “Life’s messy- clean it up”4. “Get yourself some ___ and you’ll feel
better fast”5. “Choosy mom’s choose ____”6. “A lifetime of beautiful skin”7. “Stronger in the bottle- stronger in the
bucket”
Paul Dishman, Ph.D.
Marketing Management
Slogans
8. “___ makes your life easier”
9. “How to make a home run”
10. “Kid tested, mother approved”
11. “Give your mouth a party”
12. “To say I love you everyday”
Paul Dishman, Ph.D.
Marketing Management
SlogansSlogans
1. “My doctor said _____________”
Paul Dishman, Ph.D.
Marketing Management
SlogansSlogans
1. “My doctor said Mylanta”
Paul Dishman, Ph.D.
Marketing Management
SlogansSlogans
2. “Nothing beats a great pair of ___”
Paul Dishman, Ph.D.
Marketing Management
SlogansSlogans
2. “Nothing beats a great pair of L’eggs”
Paul Dishman, Ph.D.
Marketing Management
SlogansSlogans
3. “Life’s messy- clean it up”
Paul Dishman, Ph.D.
Marketing Management
SlogansSlogans
3. “Life’s messy- clean it up” Bissell
Paul Dishman, Ph.D.
Marketing Management
SlogansSlogans
4. “Get yourself some ___ and you’ll feel better fast”
Paul Dishman, Ph.D.
Marketing Management
SlogansSlogans
4. “Get yourself some ___ and you’ll feel better fast” Alka Seltzer
Paul Dishman, Ph.D.
Marketing Management
SlogansSlogans
5. “Choosy mom’s choose ____”
Paul Dishman, Ph.D.
Marketing Management
SlogansSlogans
5. “Choosy mom’s choose JIF”
Paul Dishman, Ph.D.
Marketing Management
SlogansSlogans
6. “A lifetime of beautiful skin”
Paul Dishman, Ph.D.
Marketing Management
SlogansSlogans
6. “A lifetime of beautiful skin” Oil of Olay
Paul Dishman, Ph.D.
Marketing Management
SlogansSlogans
7. “Stronger in the bottle- stronger in the bucket”
Paul Dishman, Ph.D.
Marketing Management
SlogansSlogans
7. “Stronger in the bottle- stronger in the bucket”
Lysol
Paul Dishman, Ph.D.
Marketing Management
SlogansSlogans
8. “___ makes your life easier”
Paul Dishman, Ph.D.
Marketing Management
SlogansSlogans
8. “O Cedar makes your life easier”
Paul Dishman, Ph.D.
Marketing Management
SlogansSlogans
9. “How to make a home run”
Paul Dishman, Ph.D.
Marketing Management
SlogansSlogans
9. “How to make a home run” Whirlpool
Paul Dishman, Ph.D.
Marketing Management
SlogansSlogans
10. “Kid tested, mother approved”
Paul Dishman, Ph.D.
Marketing Management
SlogansSlogans
10. “Kid tested, mother approved” Kix
Paul Dishman, Ph.D.
Marketing Management
SlogansSlogans
11. “Give your mouth a party”
Paul Dishman, Ph.D.
Marketing Management
SlogansSlogans
11. “Give your mouth a party”
Nutrageous Candy Bar
Paul Dishman, Ph.D.
Marketing Management
SlogansSlogans
12. “To say I love you everyday”
Paul Dishman, Ph.D.
Marketing Management
SlogansSlogans
12. “To say I love you everyday”
Sheba Cat Food
Paul Dishman, Ph.D.
Marketing Management
Slogan
• A brief phrase to– get attention– describe a product, feature, or benefit– increase brand retention
• A “tag line”
Paul Dishman, Ph.D.
Marketing Management
Logo Exercise
Write down the name of the company that you associate with the following logo artwork.
Do not leave any blanks.
Please keep quiet during the exercise.
Paul Dishman, Ph.D.
Marketing Management
Do you know these logos?
1.
2.
3.
4.
Paul Dishman, Ph.D.
Marketing Management
Do you know these logos?
5.
6.
7.
8.
Paul Dishman, Ph.D.
Marketing Management
Do you know these logos?
9.
11.
12.
10.
Paul Dishman, Ph.D.
Marketing Management
Do you know these logos?
13.
14.
15.
Paul Dishman, Ph.D.
Marketing Management
How many did you get right?
2.
3.
4.
1.
Paul Dishman, Ph.D.
Marketing Management
How many did you get right?
5.
6.
7.
8.
General Mills
NutraSweet
Paul Dishman, Ph.D.
Marketing Management
How many did you get right?
9.
11.
12. Toyota
10.
Paul Dishman, Ph.D.
Marketing Management
How many did you get right?
13.
14.
15.
Paul Dishman, Ph.D.
Marketing Management
How effective without text?
Paul Dishman, Ph.D.
Marketing Management
Definitions
• Logo
• Symbol
• Trademark
• Service Mark
Paul Dishman, Ph.D.
Marketing Management
The importance of trademark law continues to grow domestically and internationally
Use of trademarks:
• can build brand loyalty
• enhance recognition of your product
• enhance reputation and make repeat sales
Paul Dishman, Ph.D.
Marketing Management
A trademark is a distinctive :
»word»symbol
»sound
»smell
»logo
»or other graphic
Paul Dishman, Ph.D.
Marketing Management
Background
• First federal trademark law - 1870• Declared unconstitutional - 1878• International Trademark Assoc. - 1878• Trademark Act of 1881 - 1881• Trademark Act of 1905 - 1905• Trademark Act of 1920 - 1920• Lantham Act of 1946 - 1946• Trademark Law Revision Act - 1988
Paul Dishman, Ph.D.
Marketing Management
Function of Trademarks
The primary function of trademarks is to indicate origin
Serve to guarantee quality of goods and services
Serve to create and maintain demand
Paul Dishman, Ph.D.
Marketing Management
Choosing a Trademark
The goal is to find a word, symbol or design or a combination of these which is not purely descriptive
• Must be sufficiently distinctive • Must not be deceptive• Should be established before
resources are spent developing promotion materials
Paul Dishman, Ph.D.
Marketing Management
Paul Dishman, Ph.D.
Marketing Management
Paul Dishman, Ph.D.
Marketing Management
Paul Dishman, Ph.D.
Marketing Management
Paul Dishman, Ph.D.
Marketing Management
Paul Dishman, Ph.D.
Marketing Management
Trademark Searches
A search is an investigation to discover potential conflicts
• Internet
• Many professional services available
• Attorneys
• U.S. Patent and Trademark Office publications
Paul Dishman, Ph.D.
Marketing Management
Proper Use of Trademarks
Must be used properly to maintain rights
A mark that becomes the generic name is no longer treated as a trademark
Examples:• aspirin• nylon• cellophane• refrigerator
Paul Dishman, Ph.D.
Marketing Management
Proper Use of Marks
• Use the generic name with the trademark• Always use the trademark as an adjective,
not as a noun• Give the trademark distinctive treatment• Label your trademark (TM® or SM)• Consider using the trademark on a
number of products
Paul Dishman, Ph.D.
Marketing Management
Trademark Registration
• A trademark must be in use in interstate commerce
• Can file for registration with an intent to use but the mark cannot be registered until actual use has occurred
• Registered with the U.S. Patent and Trademark Office
Paul Dishman, Ph.D.
Marketing Management
Foreign Registration
• If significant foreign marketing is anticipated, register in the applicable countries
• Trademark law differs considerably in other countries
• In most countries, trademark rights are granted to the first person that files for registration
• In some countries “warehousing” is practiced
Paul Dishman, Ph.D.
Marketing Management
Examples of Application of the Law
Abercrombie & Fitch vs. Hunting World Inc.
1970• A&F sued Hunting World for infringement
of its registered trademark “Safari”• A&F had ten federal registrations
Result: “Safari” is merely descriptive
Cancellation of all ten federal registrations
Paul Dishman, Ph.D.
Marketing Management
AMF Inc. vs Sleekcraft Boats 1979
• AMF marketed boats under the name “Slickcraft”
• In 1968, Nescher Boats adopted “Sleekcraft” for its high performance boats
Result: The court found that Nescher boats had not infringed. Different markets was a primary factor
Paul Dishman, Ph.D.
Marketing Management
Hormel Foods vs. Jim Henson Productions - 1995• Hormel Foods sued Henson production for
trademark infringement with the introduction of a character in a Muppet Movie - “Spa’am” - a wild boar
Result: Henson production found not infringing. No chance for confusion of products
Paul Dishman, Ph.D.
Marketing Management
Recovery For Violation of Rights
If a violation is established, the plaintiff shall be entitled to recover:
• Defendants profits
• Any damages sustained by the plaintiff
• The costs of the legal action
Paul Dishman, Ph.D.
Marketing Management
Considerations in Marketing
• Designing products and services– Customers are loyal to brands
• Marketing information systems– Intelligence
• Marketing Research– Information needs
• Global Marketing– The countries laws
• Marketing ethics
Paul Dishman, Ph.D.
Marketing Management
Conclusions
• Incorporate considerations of trademarks in the marketing process
• Conduct thorough searches for conflicting trademarks early
• File for registration of trademarks early• Maintain a good system for records• Avoid infringement - It can be costly