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MDG Jesús Alderete ZapataC o m u n i c a c i ó n , M a r k e t i n g y P u b l i c i d a d

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Advertising and markets.  A D V E R T I S I N G I

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Creative objectives

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Campaignobjectives

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 To launch a product or service

To enter a new market

To increase participationTo increase purchase frequencyTo increase a communication effect

To develop positioningTo repositioning

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Communicationobjectives

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Definition X 

The 5 communication effects

Acceptance the category isneeded to move beteen

motivational states

Ability to identify the brand

within the category

Evaluation respect to if thebrand meet a relevant motivation

Buyer´s self instruction topurchase the brand

Categoryneed

Brand

awareness

Brandattitude

Purchaseintention

Make sure that the 4 Ps do nothinder the purchasePurchasefacilitation

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Basic level of a product or service.it can go by becoming more specific.

Category need

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Buyers´s ability to identify (recognize or recall)the brand, within the category, in sufficientdetail to make a purchase. 

Brand awareness

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Buyers evaluation of the brand with respect toits perceived ability to meet a currently relevant

motivation.

Brand attitude

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Buyers´s self instruction to purchase the brandor to take purchase related action. 

Purchase intention

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Assurance that other marketing factors(the 4 p´s) will not hinder purchase 

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Purchase facilitation

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Strategyobjectives

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 What? Product 

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 Who? arket  Competingbrands 

Brand 

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 Where? Distribution 

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¿How? Precio  promoción 

comunicación 

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How? Strategy 

Tactics 

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strategy 

Problem Intellectualreflection 

Solution  CreativeInnovativesorprise 

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estrategy 

tactics 

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Tactics 

Strategy  Materialization 

Products ofcommunication 

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Market leader

Defensive

combat

Next

3 brands

Lateral

combat

2º y 3º

Offensive

combat

The rest

Guerrilla

combat

Marketing warfare strategy

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Creativeobjectives

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 What do we

want toachieve? 

That thetarget

audience… 

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 Who are wetalking to? 

Targetaudience

segmentation

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How do we wantto be described? 

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 What idea do we

want them tokeep? 

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How can we makethis credible? 

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Example 

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PRODUCTOSCARRANCO.

PUBLICIDAD.

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ESTRATEGIA CREATIVA¿Qué queremos lograr? Que los públicos objetivo…

Reconozcan que los productos Carranco son más frescos y sanos

Reconozcan a Carranco como un proveedor moderno y de calidad

prefieran comprar nuestros productos

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ESTRATEGIA CREATIVA¿A quién le estamos hablando?

A MUJERESA hombresA niños

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ESTRATEGIA CREATIVA¿Cómo queremos que nos describan?

Como los productos lácteos más frescos y buenos del mercado

¿Con qué queremos que se queden?

¡Claro!, los productos Carranco son buenísimos porque son los más frescos y tienen mucho calcio! 

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ESTRATEGIA CREATIVA¿Cómo podemos hacer esto creíble?

Introducción de mensajes clave en empaquesInsistencia gráfica en el concepto frescuraIngredientes 100% naturales

Fuente de CalcioTradición de Frescura y Calidad desde 1885

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ESTRATEGIA CREATIVA¿Cómo podemos hacer esto creíble?

Recordándole a la gente que Carranco le gusta a la familiaUso de imágenes cálidasUso de imágenes “saludables” 

Uso de imágenes de familias extendidasMostrando productos ya preparados,que generen salivación