matt vandykematt vandyke thoughts?. homework which specific strategic approach is best for...
TRANSCRIPT
May have a number of parts
Key Fact
Advertising Problem
Advertising Objective
Competition (related to problem)
More sales is too vacuous
Increase share?
Increase revenue per sale?
Attract a new audience?
Increase Loyalty?
Change the brand’s image?
Make it stand for something new?
Make it
Big, bold, ambitious
But also concrete and measurable
“Increase usage of Cheerios among adult men by 35% in 12 months”
Objective
Change IBM’s image with professionals from a computer company to a big-problems-solution, consulting company within two years.
May also have more parts
Target consumer
Competition (related to consumer mindset)
Proposition (SMP) or benefit
Support
Case StudyThe Right Hand Ring
Key Fact—Diamond rings are for the special moments in a relationship: engagement, big anniversary, etc.
Advertising Problem—Beyond that it is slim pickings. People don’t see other reasons to buy them.
Advertising Objective—Present new reasons to buy a diamond ring.
Target
Target—Affluent, single working women in their 30’s and 40’s who are accomplished, successful, and financially independent (think “Sex in the City”).
Insight: Successful working women are tremendously proud of what they have achieved. They like to treat themselves to the “spoils” they have earned. They have a huge romantic attachment to the imagery associated with diamond rings, but they have never thought it was OK to buy one for themselves. We can give them permission!
Proposition and Support
Proposition—The right hand ring because you have earned it.
Support—For a single woman the left hand ring is a vestige of male domination. The right hand ring is the 21st century version of women’s liberation (er, for rich women)
Upcoming Quiz 2/17
10 questions (22 answers)
Short answer (50%)
MC
TF
85% class/15% book (62 pages+36 pages Newman)