1 Seminar 228.443: Language & Culture Advertising Dr. Teri Shaffer Interim Director of the MBA...
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Transcript of 1 Seminar 228.443: Language & Culture Advertising Dr. Teri Shaffer Interim Director of the MBA...
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Seminar 228.443:Language & Culture Advertising
Dr. Teri Shaffer
Interim Director of theMBA Program
Associate Professor of Marketing
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Sources of Information
Bergh and Katz (1999), Advertising Principles: Choice, Challenge, and Change, NTC Business Books.
Wells, Burnett, & Moriarty (2000), Advertising: Principles and Practice
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Introduction Marketing & advertising connection Integrated marketing communications
(IMC) Case study: IMC campaign
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What Is Marketing?
The American Marketing Association Defines Marketing as the Process of
Planning and Executing the Conception, Pricing, Promotion, and Distribution of Ideas, Goods, and Services to Create Exchanges That Satisfy the Perceived Needs, Wants, and Objectives of the
Customer and the Organization.
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Marketing Concept
Step 1: determine what the customer needs and wants.
Step 2: develop, manufacture, market, and service the goods/services that fill those particular needs and wants.
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Four Tools of Marketing
Wells, Burnett, Moriarty 2000
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Integrated Marketing Communications (IMC) Practice of unifying all marketing
communication tools To communicate in a consistent way To & with stakeholder audiences
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Marketing Communications
Former times: everybody did their own thing!!
Today:all parties must blend their efforts into producing coordinated marketing communication.
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The Structure of a Campaign Plan
Campaign is complex set of coordinated activities
Set of objectives Short-term plan (1 year)
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IMC Campaign Outline
I. Situation analysis II. SWOT analysis III. Campaign strategy IV Media plan V. Marketing communications
activities VI. Appropriation & budget
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Product & Company Product & Company
Consumer & Stakeholder Consumer & Stakeholder
Market AnalysisMarket Analysis
Competitive AnalysisCompetitive Analysis
Industry AnalysisIndustry Analysis
Marketplace AnalysisMarketplace Analysis
I. Situation Analysis
The Most Important
Research Areas Are:
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InternalFactors:
Strengths &Opportunities
InternalFactors:
Strengths &Opportunities
External Factors:
Weaknesses & Threats
External Factors:
Weaknesses & Threats
ProblemIdentification
ProblemIdentification
II. SWOT Analysis
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III. Campaign Strategy
Key Strategic DecisionsKey Strategic Decisions
ObjectivesObjectives
Target AudiencesTarget Audiences
Positioning StrategyPositioning Strategy
Scheduling StrategyScheduling Strategy
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IV. Media Plan Media objectives (reach,frequency) Media strategies (targeting, continuity,
timing) Media selection (specific vehicles) Geographic strategies Schedules Media budget
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V. Marketing Communication Activities
Sales promotions Trade promotions Direct marketing Public relations & publicity
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Governs all Strategic Decisions.
Governs all Strategic Decisions.
Appropriation and Budget
Determine the General ScopeDetermine the General Scope
Allocated AcrossCommunication Activities.
Allocated AcrossCommunication Activities.A
mo
un
t o
f M
on
ey A
vai
lab
le
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Evaluating the Campaign Plan Most important step Evaluate effectiveness against
objectives
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IMC Example: BellSouth Yellow Pages
Wells, Burnett, Moriarty 2000
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Competitive Environment
Megamergers & deregulation in telecommunications
Directories proliferated
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BellSouth Yellow Pages
Mid-1990s Complete review of its brand equity &
awareness
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BellSouth Yellow Pages
Basis for developing competitive advantage over other directories
Needed a new branding strategy to overcome consumer confusion & build credibility
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BellSouth
Two companies South Bell serving eastern southern
states South Central Bell serving south central
southern states 550 cities and towns 9 state region Generating $1.7 billion in revenue
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BellSouth
Renamed South Bell & South Central Bell to BellSouth
Hired WestWayne advertising agency of Atlanta to develop new positioning IMC campaign
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Spokesperson Dixie Carter,
Designing Women television series
Remodeling project
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Umbrella Theme
“Start with the one you know.” Idea was to create an image of a
dependable old friend
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BellSouth Campaign Strategy Objectives Targeting Positioning Scheduling
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Objective #1
Introduce new brand, BellSouth Yellow Pages
50% unaided brand awareness in first year
80% aided brand awareness in first year
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Objective #2
Communicate new brand positioning effectively
Exceed Communicus, Inc. research company’s unaided recall norm of 14%
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Objective #3
To improve consumer usage share above 85 percent
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Objective #4
To meet or exceed a revenue increase goal of 2.6%
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Target Markets
Demographic Adults 25 to 54 years Skewed toward women Psychographics (51% of usage) “Enthusiastic Brand Shoppers” “Product Value Shoppers” “New Attitude Shoppers”
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Positioning
Two companies, South Bell & South Central Bell were being brought together
Campaign designed to communicate new brand position for Yellow Pages
“The most proven & dependable source of local buying information” in the South
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Scheduling
Creative idea: design it as a serial, similar to a soap opera
11 commercials of Dixie’s efforts to renovate her river retreat
She demonstrates the value of the BellSouth Yellow Pages to help her find contractors and materials
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Communication Strategy
Message development research Creative theme Creative tactics and executions
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Message Development Research 21 different campaign concepts were
presented to client 8 were selected for qualitative testing in
7 key markets across various target markets
Only the “Dixie Carter” concept performed well
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Message Development Research Copy tested by Diagnostic Research,
Inc. (DRI) 3 rough TV executions to evaluate
series of “episodes”
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Message Development Research Campaign achieved highest copy-
testing scores for the BellSouth corporation
Among 5 highest scores ever for DRI 300% above norm
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Creative Theme
Campaign is series of ads built around a central theme or big idea
Theme creates synergy that comes from using different messages for different audiences in different media
Synergy intensifies impact Impact is created by repetition But need variety to make it interesting
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BellSouth
Serialization of the story Over 2 year period from 1996 ran 10
different television commercials
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Continuity Devices
Create link from ad to ad Characters Jolly Green Giant Pillsbury Doughboy Taco Bell dog Dixie Carter
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Continuity Devices
Slogans “The Pepsi Generation” (1960s-70s) “The Choice of a New Generation”
(1980s) “Gotta Have It” (early 1990s) “Be Young. Have Fun.” (mid to
late1990s)
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Image Transfer
Ad in one medium Stimulates listener to think of ad in
another medium Cheaper medium (radio, outdoor) can
be used to remind people of message delivered in more expensive medium (TV)
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Creative Tactics
Two steps Creative strategy What the message says Tactics How message will be executed
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Media Plan
Developed simultaneously with creative plan
Based on available $ Best combination of media vehicles
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Examples
Awareness problem Widespread mass media Trial problem POP sales promotions Reach small niche Direct mail or Internet
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Media Objectives
Reach Frequency
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BellSouth
3 psychographic segments These segments may use different
media
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Print Ad to Appeal to Shoppers
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BellSouth
Specific TV programming and dayparts 40% Prime 25% Early am/daytime 20% Early news 15% Late news
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BellSouth TV Ads
:60 second TV“Dixie Serial Introduction”
:30 second TV“Kitchen/Outside Atlanta/Internet Address”
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BellSouth Yellow Pages
Video:
Dixie Carter Television Series
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BellSouth
Radio formats Lifestyle magazines Daily newspapers
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BellSouth Radio
:60 Radio Vacation/Real Talking Ads
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Print Ads
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Print Ad
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Other Communication Tools
Dixie Carter was integrated into all activities
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Subcampaigns
B2B sales support campaign targeted at business owners
New interactive Web site, the Yellow Pages OnLine, used direct mail and newspaper ads
Donut TV ads for cooperative adv (local information such as store name & location)
Advertising kit for Yellow Pages sales representatives
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Appropriation & Budget
Varies greatly BellSouth was mid-sized at $12 million
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Evaluating the Campaign
Measure effectiveness against objectives
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Objective 1
Introduce a new brand name 11 mo later, tracking study by Hazelton
research firm 64% unaided brand awareness (goal
50%) 92% aided brand awareness (goal 80%)
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Objective 2
Communicate new brand positioning Tracking study by Communicus Inc. Unaided advertising recall was 32% Industry norm of 14% (goal) Exceeds norm by 285% Aided recall was 79% Campaign & Dixie’s likability & believability
significantly above norms
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Objective 3
Improve usage share above 85% Quarterly Performance Report by the
Yellow Pages Association Usage share was 87.1%
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Objective 4
Increase revenues by 2.6% Increase 3.9% (50% above objective)
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Additional Research
Millward Brown International Consumer & business attitudes More positive for BellSouth Than for AT&T, MCI, & Sprint