Slice of life
Execution style that shows one or more "typical" people using the product in a normal setting. Example, Silk Soymilk "rise and shine" ad
lifestyle
execution style the shows how a product fits in with a particular lifestyle. Example, Athleta active wear shows a woman in a complex yoga pose
Fantasy
execution style that creates a fantasy around the product or its use. Example, Calvin Klein "drive in to Fantasy" ad shows a woman floating blissfully in her calvin klein nightwear
Mood or image
Execution style that builds a mood or image around the product or service, such as beauty, love, intrigue, serenity, or pride. Example, Dodge Ram's "The farmer in us all
Musical
execution style that shows people or cartoon characters singing about the product. Example, M&M's "love ballad" ad singing "I'd do anything for love
Personality symbol
execution style that creates a character that represents the product. Example, Mr. Clean
Technical expertise
Execution style that shows the company's expertise in making the product. Example, Boston beer company's experience in brewing samuel adams beer
Scientific Evidence
Execution style that presents survey or scientific evidence that the brand is better or better liked than one or more other brands. Example, Crest toothpaste
Testimonial evidence or endorsement
Execution style that features a highly believable or likable source endorsing the product. Example, Beyonce or Sofie Vergara speaking for Diet Pepsi
Major Media types
television
digital, mobile, and social media, newspapers
direct mail
magazines
radio
outdoor
Steps of Advertising Media Selection
1. Determine reach, frequency, impact, and engagements wanting to achieve
2. Choosing among the major media types
3. Selecting the specific media vehicle
4. Choosing media timing
consumer generated content
companies now tapping consumers for marketing content. Such as Purina conducting a video contest of consumers dogs and creating a 60 second commercial from it, or Lululemon's #theSweatLife social media campaign
Return on advertising investment
measuring the communication effects (pre and post evaluations) and the sales and profit effects
advertising agency
marketing services created in the late 1800s that assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs
PR tools
news
special events (news conferences, brand tours)
written materials (reports, brochures, articles, company newsletter)
audiovisual materials (DVDs and online videos)
corporate identity materials (logos, uniforms, company cars)
public service activities
promotion mix
the marketing communications mix
blending promotional tools:
advertising
sales promotion
personal selling
public relations
direct and digital marketing
examples of advertising
broadcast, print, internet, mobile, outdoor
Examples of Sales Promotion
discounts, coupons, displays, demonstrations, allowances, sampling
Sales promotion
promotional tool uses short term incentives to encourage the purchase or sale of a product or service
Advertising
promotional tool that is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor
examples of personal selling
presentations, trade shows, incentives
personal selling
promotional tool by the company's sales force for the purpose of engaging customers, making sales, and building customer relationships
Public relations
promotional tool that builds good relations with the company's various publics by obtaining favorable publicity, building a good image, and handling or heading off unfavorable rumors
examples of public relations
press releases, sponsorships, special events, web pages
Direct and Digital marketing
promotional tool that engages directly with carefully targeted individual consumers and customer communities to both obtain immediate response and build customer relationships
Example of Direct and Digital marketing
mail, catalogs, online and social media, and mobile marketing
Clear and consistent
Whichever mix of promotional tools chosen, the message coordinated to people should be _____ and _____.
Integrated Marketing Communications
carefully integrating and coordinating the company's many communications channels to deliver a clear, consistent, and compelling message about the organization, its brand, and its products (Example, Lowe's Never Stop Improving campaign)
content marketing
creating, inspiring, and sharing brand messages and conversations with and among consumers across a fluid mix of paid, owned, earned, and shared channels (POES).
Not just creating ads anymore.
Example, Samsung Galaxy hiring popular instagrammers
informative advertising
very descriptive type of advertising that is used heavily when introducing a new product category
possible objectives of Informative Advertising
to explain how a product works
communicating customer value
building a brand and company image
telling the market about a new product
suggesting new uses for a product
informing of a price change
describing available services and support
correcting false
Persuasive Advertising
type of advertising that becomes important as competition increases
Reminder advertising
type of advertising that is for more mature products, to help maintain customer relationships and keep consumers thinking about their products.
budget methods
percentage of sales,
competitive parity,
available budget (aka, all you can afford),
objective / task
Possible Objectives of persuasive advertising
Building brand preference
persuading customers to buy now
encouraging switching to a brand
changing customer perceptions of product value
creating customer engagement
building brand community
Possible objectives of Reminder Advertising
maintaining customer relationships
reminding consumers where to buy the product
keeping the brand in a customer's mind during off seasons
reminding consumers that the product may be needed in the near future
Decisions in Advertising
1. Objective setting
2. budget decisions
3. Message Decisions & Media Decisions
4. Advertising Evaluation
percentage-of-sales budget method
budgeting method that sets the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price.
competitive-parity budget method
budgeting method which sets the promotion budget to match competitors' outlays. (think Beer companies)
objective and task budget method
budgeting method which involves defining specific objectives, determining the tasks that must be performed to achieve these objectives, and estimating the costs of performing these tasks. The sum of these costs is the proposed promotion budget. (to have 7
affordable method
budgeting method that sets the promotion budget at the level management thinks the company can afford (common in small businesses)
push strategy
A promotion strategy that calls for using the sales force and trade promotion to push the product through channels. The producer promotes the product to channel members who in turn promote it to final consumers.
pull strategy
a promotion strategy that calls for spending a lot on consumer advertising. The demand created by the consumer pulls the product through the channels to the final consumer.
comparative advertising
advertising that makes specific brand comparisons using actual product names
media vehicle
specific carrier within a medium category: the TV show airing on a network showing the advertising, or choosing a full ad page in TiME magazine
media timing
choosing to vary its advertising to follow the seasonal pattern, oppose the seasonal pattern, or be the same all year.
ways of Advertising evaluation (STEP 4)
Communication Impact
Sales/Profits
Return on Advertising