Marketing Management

Introduction to Advertising

Paul Dishman, Ph.D.Department of Business Management

Marriott School of Management

Brigham Young University

Lecture 17

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Marketing Management

Advertising Concepts

• Demand

• Message Appeals

• Strategies

• Slogans

• Logos

• Trademarks

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Stimulating Demand

• Primary

• Selective

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Message Appeals

• Humor• Sex

– Overt– Romantic

• Fear• Ego/Prestige• Moral• Rational

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Strategies

• Brand Image

• Positioning

• USP (Unique Selling Proposition)

• Resonance (Projective)

• Affective (emotional)

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SlogansSlogans

For each of the following slogans, on the form provided, write down the product that you associate with that slogan.

Do not leave any blanks.

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SlogansSlogans

1. “My doctor said _____________”2. “Nothing beats a great pair of ___”3. “Life’s messy- clean it up”4. “Get yourself some ___ and you’ll feel

better fast”5. “Choosy mom’s choose ____”6. “A lifetime of beautiful skin”7. “Stronger in the bottle- stronger in the

bucket”

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Slogans

8. “___ makes your life easier”

9. “How to make a home run”

10. “Kid tested, mother approved”

11. “Give your mouth a party”

12. “To say I love you everyday”

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SlogansSlogans

1. “My doctor said _____________”

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SlogansSlogans

1. “My doctor said Mylanta”

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SlogansSlogans

2. “Nothing beats a great pair of ___”

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SlogansSlogans

2. “Nothing beats a great pair of L’eggs”

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SlogansSlogans

3. “Life’s messy- clean it up”

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SlogansSlogans

3. “Life’s messy- clean it up” Bissell

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SlogansSlogans

4. “Get yourself some ___ and you’ll feel better fast”

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SlogansSlogans

4. “Get yourself some ___ and you’ll feel better fast” Alka Seltzer

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SlogansSlogans

5. “Choosy mom’s choose ____”

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SlogansSlogans

5. “Choosy mom’s choose JIF”

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SlogansSlogans

6. “A lifetime of beautiful skin”

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SlogansSlogans

6. “A lifetime of beautiful skin” Oil of Olay

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SlogansSlogans

7. “Stronger in the bottle- stronger in the bucket”

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SlogansSlogans

7. “Stronger in the bottle- stronger in the bucket”

Lysol

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SlogansSlogans

8. “___ makes your life easier”

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SlogansSlogans

8. “O Cedar makes your life easier”

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SlogansSlogans

9. “How to make a home run”

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SlogansSlogans

9. “How to make a home run” Whirlpool

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SlogansSlogans

10. “Kid tested, mother approved”

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SlogansSlogans

10. “Kid tested, mother approved” Kix

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SlogansSlogans

11. “Give your mouth a party”

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SlogansSlogans

11. “Give your mouth a party”

Nutrageous Candy Bar

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SlogansSlogans

12. “To say I love you everyday”

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SlogansSlogans

12. “To say I love you everyday”

Sheba Cat Food

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Slogan

• A brief phrase to– get attention– describe a product, feature, or benefit– increase brand retention

• A “tag line”

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Logo Exercise

Write down the name of the company that you associate with the following logo artwork.

Do not leave any blanks.

Please keep quiet during the exercise.

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Do you know these logos?

1.

2.

3.

4.

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Do you know these logos?

5.

6.

7.

8.

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Do you know these logos?

9.

11.

12.

10.

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Do you know these logos?

13.

14.

15.

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How many did you get right?

2.

3.

4.

1.

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How many did you get right?

5.

6.

7.

8.

General Mills

NutraSweet

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How many did you get right?

9.

11.

12. Toyota

10.

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How many did you get right?

13.

14.

15.

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How effective without text?

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Definitions

• Logo

• Symbol

• Trademark

• Service Mark

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The importance of trademark law continues to grow domestically and internationally

Use of trademarks:

• can build brand loyalty

• enhance recognition of your product

• enhance reputation and make repeat sales

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A trademark is a distinctive :

»word»symbol

»sound

»smell

»logo

»or other graphic

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Background

• First federal trademark law - 1870• Declared unconstitutional - 1878• International Trademark Assoc. - 1878• Trademark Act of 1881 - 1881• Trademark Act of 1905 - 1905• Trademark Act of 1920 - 1920• Lantham Act of 1946 - 1946• Trademark Law Revision Act - 1988

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Function of Trademarks

The primary function of trademarks is to indicate origin

Serve to guarantee quality of goods and services

Serve to create and maintain demand

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Choosing a Trademark

The goal is to find a word, symbol or design or a combination of these which is not purely descriptive

• Must be sufficiently distinctive • Must not be deceptive• Should be established before

resources are spent developing promotion materials

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Trademark Searches

A search is an investigation to discover potential conflicts

• Internet

• Many professional services available

• Attorneys

• U.S. Patent and Trademark Office publications

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Proper Use of Trademarks

Must be used properly to maintain rights

A mark that becomes the generic name is no longer treated as a trademark

Examples:• aspirin• nylon• cellophane• refrigerator

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Proper Use of Marks

• Use the generic name with the trademark• Always use the trademark as an adjective,

not as a noun• Give the trademark distinctive treatment• Label your trademark (TM® or SM)• Consider using the trademark on a

number of products

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Trademark Registration

• A trademark must be in use in interstate commerce

• Can file for registration with an intent to use but the mark cannot be registered until actual use has occurred

• Registered with the U.S. Patent and Trademark Office

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Foreign Registration

• If significant foreign marketing is anticipated, register in the applicable countries

• Trademark law differs considerably in other countries

• In most countries, trademark rights are granted to the first person that files for registration

• In some countries “warehousing” is practiced

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Examples of Application of the Law

Abercrombie & Fitch vs. Hunting World Inc.

1970• A&F sued Hunting World for infringement

of its registered trademark “Safari”• A&F had ten federal registrations

Result: “Safari” is merely descriptive

Cancellation of all ten federal registrations

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AMF Inc. vs Sleekcraft Boats 1979

• AMF marketed boats under the name “Slickcraft”

• In 1968, Nescher Boats adopted “Sleekcraft” for its high performance boats

Result: The court found that Nescher boats had not infringed. Different markets was a primary factor

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Hormel Foods vs. Jim Henson Productions - 1995• Hormel Foods sued Henson production for

trademark infringement with the introduction of a character in a Muppet Movie - “Spa’am” - a wild boar

Result: Henson production found not infringing. No chance for confusion of products

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Recovery For Violation of Rights

If a violation is established, the plaintiff shall be entitled to recover:

• Defendants profits

• Any damages sustained by the plaintiff

• The costs of the legal action

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Considerations in Marketing

• Designing products and services– Customers are loyal to brands

• Marketing information systems– Intelligence

• Marketing Research– Information needs

• Global Marketing– The countries laws

• Marketing ethics

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Conclusions

• Incorporate considerations of trademarks in the marketing process

• Conduct thorough searches for conflicting trademarks early

• File for registration of trademarks early• Maintain a good system for records• Avoid infringement - It can be costly