Cours 8 - Adverstising

8/11/2019 Cours 8 - Adverstising

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Chapter Objectives

In this chapter, we focus on two

major questions:

How does communication work?

How to develop advertising strategy?


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Key Promotional Mix Tools

AdvertisingAdvertising PersonalPersonalSellingSelling

DirectDirect

MarketingMarketing

SalesSalesPromotionPromotion

Internet &Internet &

OnlineOnline

MarketingMarketing

PublicityPublicity


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The 5 main considerations for choosing

the promotional mix

1. Resource availability and the cost of promotional

tools

2. Market size and concentration

3. Customer information needs

4. Product characteristics

5. Push versus pull strategies


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Cost-Effectiveness of Different

Promotional Tools


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The communication process

ReceiverEncodedmessage DecodedmessageTransmissionSource

Feedback

Noise

Noise


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Strong and weak theories of how

advertising works

Desire

(or conviction)

Interest

Awareness

Action

Reinforcement

Trial

Awareness

Strong (AIDA) Weak (ATR)


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Developing advertising strategy

Identify and underst and target audience

Marketing strategy

Define advertising objectives

Set the advertising budget

Message decisions Media decisions

Execute campaign

Evaluate advertising effectiveness


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Diverse communication objectives to

ultimately stimulate sales and profits

Create awareness of a company, a brand,an event, or a solution to a problem

Stimulate trial

Position product in consumers minds

Correct misconceptions hybrid cars

Remind and reinforce Coca-Cola, Mars


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Correct misconceptions: addressing smoking

attitudes

This Norwegian ad addresses young peoples smoking attitudes byarousing strong negative feelings. The ad reads (left panel)Smokers are more sociable than others. (Right panel): While it

lasts.


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How to develop or reinforce an image or

a set of associations for a brand? 1/2)

1.

.

Product characteristics and customer benefits

roduct characteristics and customer benefits

Ex: BMW The Ultimate driving Machine

Volkswagen If only everything in life was as reliableas a Volkswagen

1.

.

Price quality

rice quality

2.. Product useroduct use

3.

.

Product user

roduct user

Ex: Nike Andre Agassi

Lucozade Linford Christie

Adidas Tim Henman

Audi upwardly mobile socially

Guiness intelligent, individualist


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How to develop or reinforce an image or

a set of associations for a brand? 2/2)

5.

.

Symbols

ymbols

Ex: Michelin Michelin Man

McDonalds golden arches

Apple a multicoloured apple logo

6.

.

Competition

ompetition

Ex: Volvo has built a reputation for surviving accidents

Subaru has built a reputation for avoiding them

British Airways tag line The worlds favourite airline

Airline Delta We dont want to be the worlds favourite

we just want to be yours


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D Jobber, Principles and Practice of Marketing, 2004 McGraw-Hill

Boddingtons

The famous creamy headof Boddingtons beer is

visible in this creative

execution, which reminds

consumers of its northern

heritage.


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Airbus

Airbus claims

the number

one position


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Land Rovers action man positioning for theFreelander


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Price quality


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Celebrity Endorsers

Omega uses tennis

star Anna

Kournikova as acelebrity endorser

Sexual Appeals


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Sexual Appeals

An ad employing

a sexual appeal.

Fear Appeals


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Fear Appeals

Life insurancecompanies often use

a fear appeal to

motivate consumersto buy policies.

How does Emirates


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How does Emirates

position itself?

Emirates claims thenumber one

posit ion based on

its being awarded

Airline of the Year2002


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How does Tio Pepe position itself?

Tio Pepe positions itself as the ideal aperitif


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How to set the advertising budget?

1. Percentage of sales

2. Matching competition

3. Objective and task


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Basic recommendations for an

effective message

A clear understanding of the advertising platformis needed. The basic selling proposition should:

Be important to the target audience Communicate competitive advantages

Advertising message translates the platform intowords, symbols and illustrations that are attractiveand meaningful to the target audience

Ex: IBM No one ever got the sack for buying IBM


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Basic recommendations for an effective

press advertisement

Headline might:

Promise a benefit

Deliver news

Offer a serviceTell a significant story

Identify a problem

Quote a satisfied customer

If body copy is to be used:Long copy is acceptable if it is relevant to the need of the

target audience

Long paragraphs and sentences should be avoidedThe copy should be broken up using plenty of white space to

avoid it looking heavy to read

How visuals can also convey and reinforce


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y

the message: Drambuie

Drambuie, the smooth

drink with a sting in itstail, is communicated bymeans of a powerfulvisual


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Creative approaches used for television

advertising

1. Benefits approach suggests a reason for the customer

to buy

2. Involving approach mentions no overt benefit butintends to involve the viewer

3. Salience advertising assumes that advertising thatstands out as being different will cause the brand tostand out as different

Ex: Budweiser campaign

How brand personality is used by


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consumers?

Self-expression

acts as a badgeReassurance

Communicates the

brands functional

characteristics

Trustworthiness

Brand

personality

iP d


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The Apple iPod: strong visuals

can embody and symbolize abrands identity

iPod


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Media Decisions

Media vehicle decision: Defining


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Opportunities to See OTS) ?

Television Presence in the room with the set switched on at turn of

clock minute to relevant channel, provided that presence inthe room with set on is for at least 15 consecutive seconds

Press and Magazines Read or looked at any issue (for at least two minutes) within

the publication period (e.g. for weeklies within the last 7days)

Posters

Traffic past site (including pedestrians)Cinema

Actual cinema admissions


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Evaluating Advertising Effectiveness

Measuring/Testing

Gauging the success of the adverts Pre-Testing

Takes place before the campaign is run

May involve mock adverts with focus groups Limiting access to the advert cinemas

Post-Testing

Statistical analysis of sales data Brand recognition/recall

Cours 8 - Adverstising

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Transcript of Cours 8 - Adverstising