marketing research and advertising campaigns

DESIGN FOR PRODUCTION

SANGEETA JAIN

LECTURE 1 MARKETING RESEARCH AND

ADVERTISING CAMPAIGNS

WHAT IS DESIGN?

Design is the process and art of combining text

and graphics and communicating a message

effectively through any type of visual

communication.

WHAT IS THE PROCESS OF DESIGN?

1.  Marketing Research = defining the problem

2.  Advertising Campaign = seeking insight

3.  Creative Strategy = choosing the best solution

4.  Prototyping = communicating the solution

5.  Production = implementing the solution

IN THIS LECTURE, WE WILL LOOK AT…

1.  Marketing Research = defining the problem

2.  Advertising Campaign = seeking insight

3.  Creative Strategy = choosing the best solution

4.  Prototyping = communicating the solution

5.  Production = implementing the solution

§  Ernst Keller (1891-1968) was the Pioneer of Swiss Graphic Design. According to Keller, the solution to a design problem should emerge from its content.

§  This is where the marketing research steps in…Through research one can better understand the content and context of the product and/or service to be advertised thus increasing the probability of the success of design.

§  Marketing Research: is systematic investigative method used to gather, record and interpret information pertaining to the brand, consumers and competitors.

MARKETING RESEARCH

§  Much like the scientific method, marketing research asks questions. It can cover a broad spectrum of activities ranging from creating a short customer satisfaction questionnaire to complex ones that require assistance from a professional market research firm.

§  Regardless of the size of the market research, marketing research provides the basis for problem solving and decision making. It helps to set realistic targets and develop effective strategies.

MARKETING RESEARCH

MARKETING RESEARCH – THE BRAND

§  Brand: A brand is a name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. A good brand communicates a clear message about what it stands for and how it differs from competitors. It also reinforces the same message consistently each time the customers’ experience it.

§  Brand Research and Analysis: It pins down the current state

of a brand. It not only helps to understand the brand but also the context surrounding it. This process may reveal a strong brand or it may shed light on missing areas.


Points to consider for Brand Research & Analysis: –  How/where/why did the brand start?

–  Different aspects of the brand such as image of the brand, tagline, service, features, packaging, pricing, advertising etc.

–  The tone of the brand

–  The company culture

–  The industry and the market for it

–  How the consumers perceive the brand?

–  How does the brand perceive the consumers?


MARKETING RESEARCH – THE CUSTOMERS

•  The marketing research of the customers can help understand existing customers and also identify potential customers and profile the customers in a group called as Target Audience.

•  Target Audience: is a section of the population that is identified as likely to be most interested in buying or being associated with a product. It is the market segment at whom an advertising message or campaign is aimed.

•  The characteristics that identify a the target audience are called Demographics. Demographics include age, education level, family size, household income, etc.


Points to consider for Target Audience Research & Analysis: –  Age –  Gender –  Education –  Occupation –  Skills –  Language –  Location –  Culture –  Lifestyle –  Needs and interests –  Purchasing characteristics


MARKETING RESEARCH – THE COMPETITORS

•  Competitor: is the one who competes with another, as in sports or business; a rival. In business, a company in the same industry or a similar industry which offers a same or similar product or service.

•  Competitor Analysis: helps to know about an existing or potential competitor, to be able to think like that competitor so the brand or company's competitive strategy can be effectively formulated.


Points to consider for Competitor Research & Analysis: –  Who are the competitors?

–  Features and pricing of their product/service

–  Their marketing and promotional strategy

–  Their strength(s) and weakness(s)

–  The threats they may pose to your brand

–  Get information on how your competitors operate

–  Learn how customers compare you with your competitors

–  Analyze three of your most important competitors


The entrance of new competitors is likely when: –  There are high profit margins in the industry –  There is future growth potential –  Companies competing in a related product/market –  Companies using related technologies –  Companies already targeting your prime market segment

but with unrelated products –  Companies from other geographical areas with similar

products –  Consider the new competitors in your report


MARKETING RESEARCH – PROBLEM STATEMENT

A problem is nothing but the perceived gap between the existing

state and a desired state.

PROBLEM STATEMENT

§  The problem statement defines the problem, helps to clarify the current situation and its severity. It is NOT a hurdle but it provides and opportunity for innovation. It helps to set the goal of the design project!

§  When problem statements are well written, people readily grasp and understand what you are trying to accomplish.

§  The problem is a paragraph or more in length. It describes the problem you are aiming to solve.

MARKETING RESEARCH – PROBLEM STATEMENT

EXAMPLES:

§  A company designing and manufacturing educational games have recently found that sales of its games have fallen.

§  A bank has been successful in reaching their targets for savings accounts and now want to extend their range of services to customers.

§  A local supermarket has recently been getting complaints about the packaging of shampoos.

MARKETING RESEARCH – USP


•  USP (Unique Selling Point): Real or perceived benefit of a good or service that differentiates it from the competing brands and gives its buyer a logical reason to prefer it over other brands. USP is often a critical component of a promotional theme around which an advertising campaign is built.

•  USP is what sets you and your business apart from your competition. It can be an actual fact or a perceived difference or specialty. Every business needs one.

•  USP helps to focus on the key benefits that can sell your brand and to improve the effectiveness of your brand’s promotion and sales activities.

Points to help determine the USP of your brand: –  List the distinctive features/benefits of the brand

–  Identify aspects that your competitors cannot imitate.

–  Answer customer's key question:

•  "What's in it for me?”

•  “What’s different about it?”

–  Communicate the USP clearly to customers


•  Domino's Pizza: "You get fresh, hot pizza delivered to your door in 30-minutes or less…or it's free.”

•  M&M's: "Melts in your mouth, not in your hand.”

•  Qantas: “You’re the reason we fly”.

EXAMPLES…

EXAMPLES…

h"p://brandtruth.com.au/2012/08/23/can-‐the-‐commonwealth-‐banks-‐can-‐beat-‐the-‐other-‐big-‐four-‐banks/

READ MORE

ADVERTISING CAMPAIGN

An advertising campaign is a series of

advertisement designs that share a single idea and

theme. They may appear in different media

channels at different time frames.

•  The role of Marketing Research in Advertising Campaign: –  To know the product or service and its positioning in the market –  To determine which market segments to target –  To understand the customers’ perceptions of the product or service –  To gain perspective on how a product/service fits into their lifestyle –  To identify the target audience –  To elevate the communication with them –  To assess the existing and potential competition –  To make a sales pitch for the product/service accordingly –  To transform the information into advertising and design strategies –  To use the media channel appropriate to the target audience –  To improve decision-making capabilities and reduce the risk

MARKETING RESEARCH & ADVERTISING CAMPAIGN

ASSESSMENT TASK 1 PART 1

Write a research report that includes the following: –  Key features of brand/product/service/market segment

–  Target audience/purchasing characteristics –  Competitors - present and future

–  The Central Idea (The Creative Strategy) –  Media strategy for PRINT Advertising

–  Time schedule for PRINT Advertising

–  Budget requirements for PRINT Advertising –  Legal/ethical constraints

–  Resources/Credits

ASSESSMENT TASK 1 PART 1

§  Select any ONE product or service from mashable.com

§  Conduct a Marketing Research for it.

§  Research the brand, the target audience, existing and

potential competitors as discussed above.

§  Analyze your findings. Describe the problem statement

and determine the USP of the product or service.

§  You can use images to support the text.

WEEK 1. START WITH…