ADV 435 Ch 1

ADVERTISING CAMPAIGNS

ADVERTISING CAMPAIGNS

WHERE HAVE WE BEENWHERE ARE WE NOWWHERE ARE WE GOINGHOW DO WE GET THERE

OVERVIEW:CAMPAIGN = CONTINUITY

OVERVIEW: STRATEGY =

PROVIDE COMPETITIVE ADVANTAGE

MARKETING CONCEPT

THE FOUR P’S•PRODUCT•PRICE•PLACE•PROMOTION

FOUR P’S

RIGHT PRODUCT = SATISFIES WANTS & NEEDS

FOUR P’S

RIGHT PRICE = PROVIDESVALUE

FOUR P’S

RIGHT PLACE = CONVENIENCE

- EASE OF ACCESS* ONLINE* PHONE

- PROXIMITY* GEOGRAPHIC* VARIETY OF LINES

FOUR P’S

RIGHT PROMOTION = TARGETING

- ZIP CODES – PRINT/MAIL

- AREA CODES - TEXTING

- MASS – GAMES, TV, RADIO

Consumer Orientation

Give customers what they:

- want

- need

MARKET SEGMENTATION

MOST LIKELY TO BUY:

- WHO

- WHY

- WHERE

MARKET SEGMENTATION

Brand for every segment:

P&G: Crest, Tide

GM: Chevy, Buick, Caddy, GMC

Coca-Cola: Reg/Diet, Caf/Caf free

flavors

NICHE MARKETING- NARROW SEGMENT- NARROW PRODUCT LINES

(BUT DEEP)- TOYS ‘R US- BED BATH & BEYOND- VICTORIAS SECRET

MASS CUSTOMIZATION/PE

RSONALIZATION

-CARS WITH SELECT INTERIORS(EDDIE BAUER)

- TGI FRIDAYS SELECT COMBOS(JACK DANIELS)

- SKINS ON CELL PHONES

COMMUNICATION CONCEPT

- CREATE - INFORM - EDUCATE - CONVEY VALUE - BUILD/MAINTAIN IMAGE

COMMUNICATION CONCEPT

CREATE MESSAGES IN TERMS OF CUSTOMERS:

NEEDSWANTS INTERESTS

PROBLEMS

ADVERTISING CAMPAIGN CONCEPT

PLANCONSISTENCYGOALS

ADVERTISING CAMPAIGN CONCEPTPLAN PLAN PLANPLAN PLAN PLAN

PLAN PLAN PLAN PLANPLAN PLAN PLAN PLANPLAN PLAN PLAN PLAN

ADVERTISING CAMPAIGN CONCEPT

CONSISTENCY AMONG ELEMENTS:•TV SALES PROMO•RADIO PR•PRINT SOCIAL•OUTDOOR DIGITAL•WEB DIRECT MAIL

ADVERTISING CAMPAIGN CONCEPT

INTERRELATED GOALS•DEFINES THE AD CAMPAIGN•PROVIDES CONTINUITY AMONG

MESSAGES

STRATEGIC PLAN•EXECUTIVE SUMMARY•ORGANIZATION MISSION•STRATEGIC ANALYSIS•LONG TERM OBJECTIVES•STRATEGY•TACTICS/PROGRAMS•FINANCIAL•PROJECTIONS•BUDGET