Transcript Slide 1

Chapter Number Twelve
Chapter Name Planning the Advertising Campaign
Modular:
Afjal Hossain
Assistant Professor
Department of Marketing
Patuakhali Science & Technology University
Tom Duncan “Principles of Advertising and IMC” 2nd ed.
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How do we know that Advertising is
effective?
Case History:
Dove Deodorant
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(New) Dove Deodorant
Moisturizing cream
Soothes and beautifies the underarms.
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Dove Deodorant Communication Goals
• Be recognized as the best brand at caring for the look and feel
of underarm skin
• Become the beauty icon in the deodorant market through
focusing on improving the look of underarm skin
• Ensure that perceived efficacy remains at parity with the
market average
– Source: Euro Effie Awards Case History, 2009
Tom Duncan “Principles of Advertising and IMC” 2nd ed.
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People have to “learn”
Benchmark Survey
(pre-wave)
Wave 1 Survey
(post-wave)
“leaves underarm skin
soft and smooth”
X%
X+%
“helps me cope with
the problems of
shaving”
Y%
Y+%
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Ads “teach.”
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Planning an advertising campaign
 Imagine that you are the product manager responsible for
launching Vegetale in your organisation’s Northern European
sales territory.
 It is a new, vegetable-based, high-protein food that is being
positioned as an attractive alternative to meat.
 How would you develop an advertising campaign, as the
product moves from the development stage to its initial
launch in this market?
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Planning an Advertising Campaign
Planning an advertising campaign or Structuring the communication mix include 6
steps:
1.
Identify the target audience.
2.
Determine the response sought.
3.
Choose the message.
4.
Choose the channel.
5.
Select the source’s attributes.
6.
Collect feedback.
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Planning an Advertising Campaign (continued)
1. Identify the target audience.
Decide whom the message is for.
2. Determine the response sought.
What would the marketer like the audience to do after
they get the message?
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Planning an Advertising Campaign (continued)
3. Choose the message.
Write the copy, or produce the appropriate image.
4. Choose the channel.
Decide the most appropriate medium (i.e. TV, radio, or
other medium) is most appealing to the audience.
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Planning an Advertising Campaign (continued)
5. Select the source’s attributes.
Decide what it is about the product or company that needs to be
communicated.
6. Collect feedback.
Carry out market research to monitor how effective the
promotion was.
Tom Duncan “Principles of Advertising and IMC” 2nd ed.
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CAMPAIGN MANAGEMENT
There are 5 steps to manage the advertising campaign:
1. Communication Market Analysis
2. Communication Objectives
3. Communication Budget
4. Media Selection
5. Creative Brief
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CAMPAIGN MANAGEMENT (continued)
1. Communication Market Analysis
–
–
–
–
–
–
Competitive Analysis
Opportunity Analysis
Target Market Analysis (proposed client base)
Customer Analysis (current client base)
Positioning Analysis (current and intended perception review)
Media Usage Analysis (target market and related competitive media
employed)
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CAMPAIGN MANAGEMENT (continued)
2. Communication Objectives
– Define Advertising Goals
– E.g.:
•
•
•
•
•
Building Brand Image
Informing
Persuading
Encourage Action
Integration of other marketing efforts
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CAMPAIGN MANAGEMENT (continued)
3. Communication Budget
– Budget Allocation based on objectives
– Looking at Reach/Frequency and Timing
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CAMPAIGN MANAGEMENT (continued)
4. Media Selection
– Strategic and Tactical decisions:
• Message refinement
• Advert design & development (can be long process)
• Media tools and Media spot buys
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CAMPAIGN MANAGEMENT (continued)
5. Creative Brief
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–
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Objective
Target Audience
Message Theme
Support (evidence)
Constraints (legal, regulatory, physics-reality)
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Some popular advertising formats
Slice of Life
This traditional format has been commonly
used on television adverts for fast-moving
consumer goods and domestic appliances
such as washing machines.
Humorous
Visual and verbal humour which is used for
all kinds of products.
Aspirational Imagery is used, either to enhance a brand
identity, or to suggest that consumers can
obtain some element of fantasy lifestyle by
purchasing the product.
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Some popular advertising formats
(continued)
Endorsement
The receiver is given an assurance
regarding the message, because it is
delivered by someone that they know
or trust.
Demonstration It is effective for introducing novel
products or ones that are difficult to
understand.
Postmodern
Bizarre and self-parodying adverts
where the promotional message
appears obscure, if not unintelligible.
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An example of
a Postmodern Advertising
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Measured Advertising Dollars (2004) for Selected Fast Food Brands
Source: “The Top 200 Megabrands”, Advertising Age. July 18, 2005. Accessed August 7, 2005.
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Types of Advertising Campaign:
By Target Audience
• Trade Advertising
• Consumer Advertising
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Trade Advertising
• The trade consist of enterprising business people
• For distributor, wholesaler and retailer
• They are concerned only to know if these qualities will make
the product saleable to their end-customers and earn
themselves income and profit
• Contents of trade advertising are the promotional support
that is planned in terms of launch advertising
• Include planned sales promotion schemes to encourage
customers and consumers to try and buy the product
• Incentives for the retailers might also be included
• Trade advertising also states the point-of-sale (POS) and
display material available as well as any in-store
demonstration that are planned
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Consumer Advertising
1.
2.
3.
4.
5.
6.
7.
8.
9.
Generic Advertising
Product Advertising
Brand Advertising
Range Advertising
Corporate Advertising
Retail Advertising
Co-operative Advertising
Direct-Response Advertising
Public-Service Advertising
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Consumer Advertising (continued)
1.
Generic Advertising
• Generic advertising means advertising a product
type rather than a brand and is usually
undertaken by a trade association or consortium
of manufacturers and supplier.
• Does not promote a particular supplier but
promotes the overall benefits and advantages of
the product type.
• Ex: Got Milk?
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Consumer Advertising (continued)
2. Product Advertising
• Concentrates on promoting the benefits and
advantages of the product, such as the price,
value and performance
• Ex: Watch, Telcom Powder, etc
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Consumer Advertising (continued)
3. Brand Advertising
• The emphasis of brand advertising is on the
brand name, with sometimes little or no
reference to the product.
• The essence of brand advertising is usually
image building for the total product offeringdeveloping that feeling of goodwill between the
branded product or brand name and the
customer.
• Ex: Nike, Pepsi.
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Consumer Advertising (continued)
4. Range Advertising
• Promote complete range of products
• Range are frequently promoted in a single
commercial or advertisement
• Eg: Akij Group, Unilever, Rackiit Bankitzer.
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Consumer Advertising (continued)
5. Corporate Advertising
• Promotes the company not the individual
products
• Also used for financial advertising to re-assure
existing shareholders, launch a company on the
stock exchange or attract new investors
• Ex: Warid Telecom.
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Consumer Advertising (continued)
6. Retail Advertising
• The message may be based on what brands and
products they have or the range of goods that
they can offer, though it may also include
additional benefits like a convenient location,
free parking, late-night opening or even a
restaurant/coffee shop
• Ex: Carrefour, Electronic city, etc
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Consumer Advertising (continued)
7. Co-operative Advertising
• The message is relative simple-for a limited
period, this brand/ product/ model pack is
available only at this outlet at a special offer
price or with a gift
• Eg: Credit card BCA-Starbucks, XL-Blackberry, etc
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Consumer Advertising (continued)
8. Direct-Response Advertising
• Direct advertising is advertising to customer
who deal with the manufacturer or supplier
without intermediate wholesalers and retailers
• Ex: TV Media
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Consumer Advertising (continued)
9. Public-Service Advertising
• A public service Advertising (PSA) or community service
announcement (CSA) is a non-commercial advertisement,
typically on radio or television, broadcast for the public.
• The main concept is to modify public attitudes by raising
awareness about specific issues.
• Ex: Smoking, AIDS etc.
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