situation analysis€¦ · web view · 2014-04-29working conditions (and despite it often being...
Post on 08-Apr-2018
214 Views
Preview:
TRANSCRIPT
The American Standard
Jessica L Libring
Libring 1
ADV 435 USA CampaignApril 21, 2014
Libring 2
Situation AnalysisThere was a time when America thrived on manufacturing; we were a
nation of production and had many physical products to offer. Now the
nation has moved toward services, creating a severe trade deficit that is
stifling economic growth (Simmermaker, 2011). In an effort to stimulate
the economy, to protect and create jobs, to promote proper treatment of
employees, and to foster a sense of national pride, we have focused on the
promotion of American-made (Made in USA) products.
This analysis shows areas of particular concern around which one must
tread with care in the creation of the campaign. The numerous threats and
the internal weaknesses of the American-made label must be carefully
mitigated or underplayed to better allow the campaign to shine effectively.
The label, however, has many benefits which strike emotional chords to
which the campaign can cater. Please see Appendix 1 for a SWOT Analysis
Chart. Below is a brief breakdown of the internal and external factors
facing the American-made label.
StrengthsBuying American-made products stimulates the economy because it keeps
the dollars within the nation. Money spent on these products pays workers
that directly or indirectly created the product. In this manner, job are
supports and dollars are recycled (“Why buy American?,” n.d.). People
generally find American-made products to be of superior quality, combining
Libring 3
with a general trust of the known to increase their confidence in this type of
product. All other things equal, Americans would prefer to purchase
American-made products (Consumer Reports, 2013).
WeaknessesDespite a general confidence in the American label, there are some negative
aspects. The label’s definition is not very specific, making it difficult to
know exactly how much of a product claiming to be American-made
originated in America. Was it solely the assembly, or did each part that
went into assembly come from within the nation? Furthermore, despite
being touted as having superior working conditions (and despite it often
being true), the American-made label does not promise that the product was
made under fair conditions or by legal employees (“Does ‘Made in the
USA’,” 2013). For those that are made under fair conditions, and with
quality materials, however, the costs may be passed along to consumers in
the form of higher prices.
OpportunitiesWhile lower than in the past few years, the unemployment rate is still a
major concern for many Americans (Izzo, 2013 and “Unemployment rate,”
2014). Because of the support buying American provides for its workers
and the economy, more could be persuaded to purchase American-made.
Similarly, America has a significant trade deficit and is in potentially
crippling debt to other countries (Simmermaker, 2011). In a similar
Libring 4
manner, these crises create a sore spot in the American people solvable by
an economic stimulant, i.e. products made in the USA.
ThreatsThe world is becoming increasingly global. In many aspects, this is a
positive occurrence. In seeking products that are purely American-made,
however, it makes the standard near-impossible to keep (Nakaso, 2013).
Nearly any manufacturer can place an American flag on their product,
which could give the appearance of being American-made. This aesthetic
choice, however, does not have to be substantiated (Consumer Reports,
2013). Furthermore, the general nature of brand proliferation makes it
both difficult and exhausting for consumers to find products that are made
in the USA from among the masses. This is exasperated by the busy lives
that people lead and the economic strain to which they have been subjected.
Pressure for time and money poses a threat to the purchase of American-
made products.
Research Efforts
PrimaryIdeally, although unrealistic, all research would be gathered primarily to
ensure proper wording and maximum effectiveness towards the purposes of
the campaign. No matter the source, it is most important to comb through
existing research to further enhance understandings and to provide
direction where the ideal is impossible and a budget (or time) constraint
must be imposed.
Libring 5
Primarily, one could begin with a widely distributed survey. This survey (or
aggregation of surveys so that any one survey does not get too long) would
address people’s economic situation, their existing lifestyle, their desired
lifestyle, their attitude toward buying products, and the driving factors in
their product purchases. Additionally it would address their attitudes
towards American-made products, unions, companies that support social
causes, and the perceived quality of products with which they are familiar.
Finally, the surveys would address behavioral issues including websites
frequented, favorite stores, and shopping behaviors. Surveys would provide
a representative sampling of Americans, including those who are under-
aged.
From these surveys, a profile of consumers and their biases would be
drafted. This would be supplemented by focus groups to better interact
with those on different levels of the spectrum (from most likely to purchase
American-made products to those least likely). These focus groups would
seek to provide further insights into the lives of these individuals and the
factors leading their purchase decisions, as well as the potential for the
factors to change.
From these insights, an approach could be decided: Should the PSA be
offensive or defensive in nature? The target audience must be decided and
the objectives and other strategies must be outlined. Objectives will be
Libring 6
realistic when based upon the conducted research, and from there, the best
strategies can be researched and decided upon.
The insights would then accumulate to provide a solid foundation of
knowledge from which one could draft the PSAs promoting the purchase of
American-made products. The drafts of these PSAs would be tested for
efficacy, on the basis of their imagery and their copy, as well as overall
impression. Those most effective would be tested more rigorously,
launching in a particular region. After a period, the results of the test
campaign would be tested further for efficacy. The campaign could be
tweaked if necessary, or otherwise rethought, prior to launching it on a
larger scale.
SecondaryThere are always constraints and thus the ideal is rarely obtainable.
Rather, a new ideal is balanced from within those constraints. Because of
this reality, it becomes necessary to utilize secondary data. Previous efforts
must be reviewed regarding pro-American campaigns and propaganda
tactics that were utilized in the past, as well as their efficacy. A situation
analysis for the Made in USA campaign could be derived from a review of
existing articles. One would then shift focus to the campaign at hand with a
profiling of the target audience. This would begin with reviews on
platforms such as Simmons OneView to look at the demographic and
behavioral tendencies of those already predisposed to appreciate locally
Libring 7
made products (and those most likely to ignore American-made). This
would provide a basis out of which could grow primary research.
A review of the general environment, the economy, and the attitudes of the
nation would be helpful to better assess the need for this campaign. One
could review the sales and profits of companies currently American-made.
This review would also have to differentiate from those products that are
fully American as opposed to those that are solely assembled in America.
After gathering a full repertoire of existing information, moves can be made
to fill in the holes with primary research, and to get better acquainted with
the target.
Target AudienceAccording to Simmons OneView, 55+ aged women would be most receptive
to this campaign. Men of the same age group would also be receptive to the
campaign, but did not comprise the primary targeting focus.
These people consider themselves to be amicable, goodhearted, and
reserved. Their jobs often may have been considered information-relation
or related to real estate. They may not have been exposed to higher
education. The Target is disinterested in international events, highly values
job security, and prefers shopping in local stores. The feel that getting
what they want in a product is more important than the price, and often
read the labels of products prior to purchasing.
Libring 8
Advertising ObjectivesThe campaign seeks to achieve the following objectives:
To educate our Target Audience and increase their awareness
regarding the social issue surrounding purchasing American-made
products by 20%. This campaign seeks to cast a wide net for
increasing awareness, purposefully reaching beyond the Primary
Target to the general population, acting for the good of the Public, so
that they are inspired to act when opportunity arises.
To encourage the Target to buy American, increasing the amount of
consumers seeking out American-made products by 5%. Many people
are more inclined to purchase American-made products over similar
alternatives given the opportunity (Consumer Reports, 2013). Thus,
casting a wide net for awareness and encouraging people to seek out
American-made labels increases likelihood of the purchase of
American-made products.
Creative StrategyTo convince Target Audience and consumers to choose American-made
products instead of products with foreign origins because it stimulates the
economy, creates local jobs, and cultivates national pride.
Insight 78% of people are more likely to purchase a product that is American-
made and not foreign (Consumer Reports, 2013). People who identify strongly with personality characteristics buy
products produced in their own country whenever they can (Experian Simmons, 2011).
Libring 9
People aged 55+ buy products produced in their own country whenever they can (Experian Simmons, 2011).
Women over 40 are largely ignored by marketers (Tesseras, 2013). Older women are twice as likely to have an opinion about the economy
(Tesseras, 2013). Older adults are willing to change brands (Berry, 2011). Approximately 50% of the population is over 50 (Klein, 2006). 50-plus individuals are increasingly helping their children and
grandchildren with major purchases (Klein, 2006).
SupportThe older crowd consistently thinks of themselves as younger. These
people are confident, in control of spending and finances, are learning
technology, and are willing to change labels, but not without reason. Thus,
reason must be included in the campaign, but emotional aspects will be the
focus, pulling in those who identify strongly with personality characteristics.
Message StrategyThis campaign will evoke an inspirational, positive tone that celebrates
familial ties. It will highlight multiple products made in the USA to show
that everything one could desire can be acquired in the USA. One
commercial will feature a couple in the appropriate age group whose
grandchildren are visiting and will be “camping” in the backyard. Each
piece from the furniture to the apparel to the toys will be made in the USA.
Another piece will highlight an empty-nest couple celebrating their lives
together and having a romantic evening. Find examples of proposed ads in
Appendix Four. Each campaign will include:
the tagline The American Standard.; a voiceover or body copy that explains that each product within the ad
was made in the USA;
Libring 10
a link to or mention of the website and the website’s main function (whether to find out more, or to find your own made-in-the-USA products);
and patriotic colors.
Media StrategyThe message will be spread mainly via television, with advertisements also
in magazines and in local newspapers. Commercials will also be posted on
YouTube. A website will be created corresponding with the campaign, and
there will be additional social media considerations (presence on Ad
Council’s Facebook and Twitter accounts).
This campaign will run for approximately one year in a pulsing fashion. The
website will provide a continuous component to which other media vehicles
will be added. The campaign will begin strong in August, with television
commercials, coupled with magazine and newspaper print ads. These will
remain strong for two weeks. Magazine advertising will pulse on for those
first three weeks before resting. Newspaper advertisements will run for a
full month prior to a rest period. The media flowchart is detailed further in
Appendix Two.
The Ad Council has an extensive network of over 33,000 media outlets,
including television, radio, and print outlets, outdoors components, and the
internet. Each Ad Council general market campaign garners between $25-
30 million in donated media annually. Furthermore, the media donates $1.8
billion each year to Ad Council campaigns (“Frequently Asked Questions,”
n.d.). These resources would be utilized in offsetting the media allocations
Libring 11
of this campaign. Furthermore, it would be pertinent to negotiate any
prices for media that is not donated. The advertised rate card is typically
only a starting point or an average from which a contract can be built.
Were all of the media for the campaign paid for, however, the total cost
would be approximately $75,940,000, assuming each of the 8 television
channels, 33 magazines, and 200 local newspapers were engaged during
each of the “on” pulsing periods. A more detailed record of budget
considerations can be found in Appendix Three relating to the listed media
outlets.
TelevisionThe campaign will advertise on the following television channels: CNBC,
CNN, FOX News, GSN, Hallmark, HGTV, Lifetime, and the Lifetime Movie
Network.
MagazineSome of the most popular magazine groups among our Target Audience are
as follows: Hachette Filipacchi Group, Hachette Women Group, Martha
Steward Living Omnimedia, Meredith Magazines, MNI Healthy Living
Network, MNI Home Network, The Reader's Digest Association Inc. There
are numerous individual magazines to which the Target Audience is drawn,
including the following: AARP the Magazine, Arthritis Today, Better Homes
and Gardens, Bon Appetit, Cooking Club, Cooking Light, Country Living,
Everyday Food, Family Circle, First for Women, Gardening How-To, Good
Housekeeping, House Beautiful, Ladies' Home Journal, Martha Stewart
Libring 12
Living, Midwest Living, More, The Oprah Magazine, Prevention, Reader's
Digest, Redbook, The Saturday Evening Post, Soap Opera Digest, Soap
Opera Weekly, Southern Living, Sunset, Town & Country, Traditional Home,
TV Guide, Weight Watchers, Women's Day, Woman's World, and Yankee
(Experian Simmons, 2011). Although it would be unrealistic to advertise in
every magazine mentioned, an encompassing selection would be chosen
from the above based on the results of the research obtained.
NewspaperThe Target Audience does not typically read national newspapers. They
consume much of their news through daily local newspapers. Newspaper
ads would be placed in local newspapers throughout the nation.
Website and Social MediaHaving the message available on the website will be free, aside from any
site hosting costs. The social media aspect of the campaign, comprising of
YouTube housing for TV commercials, Facebook, and Twitter, will be free.
Campaign SuccessThe Ad Council employs multiple methods to evaluate the effectiveness of
the proposed campaign. In the campaigns initial, formative stages, there
must be research and review (“Frequently Asked Questions,” n.d.). This will
likely be completed via a survey, taking stock of existing attitudes and
awareness surrounding the social issue of purchasing American-made
products. This will provide a benchmark for the campaign. While it is
important to sample from our target, these surveys will reach beyond that
Libring 13
to capture the full scope of the campaign. Also prior to the campaign’s
launch, the Ad Council will gauge the sales of companies that specialize in
products made in the USA. This latter research will also aid in the creation
of an online registry for the website.
The concepts of the campaign will be tested with the consumers to gauge
their response and the campaign will undergo a peer review among a panel
of the nation’s top advertising executives. “Donated media support is
monitored to estimate the number of ad placements, media impressions
generated, and the monetary value of these placements” (“Frequently Asked
Questions,” n.d.).
Surveys will follow, tracking the awareness of the issue, recognition of the
advertising, and changes in relevant attitudes and behaviors among the
Target Audience. Furthermore, all aspects of directly measurable consumer
response will be noted, including site traffic (“Frequently Asked Questions,”
n.d.). The sales of companies that sign up with the website registry will be
tracked to denote any changes, especially those that occur directly because
of campaign-related media.
Libring 14
Appendices1. SWOT Analysis Chart
2. Media Flowchart
3. Media Budget Considerations
4. Proposed Advertisements
5. References
Libring 15
Appendix 1: SWOT Analysis ChartStrengths Weaknesses Buying American-made products
recycles American dollars Being American-made increases
American confidence in the product
All other things equal, Americans would prefer to purchase American
Buying American supports American manufacturing jobs and employment
American-made is not very specific and its meaning could be unclear
The America-made label does not mean fairly or legally made
American-made products are often more expensive
Opportunities Threats America has a high unemployment
rate/many are concerned with unemployment
America is in debt to other countries
America has a huge trade deficit
Purely American products is an unrealistic expectation in this day and age
Products featuring American flags are not necessarily American made
Poor economic conditions leave people caring more about price than product origin
Increased globalization Proper research on
product/product origin can be difficult with brand proliferation
FEBR
UAR
YM
ARCH
APRI
LM
AYJU
NE
JULY
WEB
SITE
SOCI
AL M
EDIA
TELE
VISI
ON
MAG
AZIN
EN
EWSP
APER
AUG
UST
SEPT
EMBE
RO
CTO
BER
NO
VEM
BER
DECE
MBE
RJA
NU
ARY
Libring 16
Appendix 2: Media Flowchart
Libring 17
Appendix 3: Media Budget Considerations
TelevisionThe campaign will advertise on the following television channels: CNBC,
CNN, FOX News, GSN, Hallmark, HGTV, Lifetime, and the Lifetime Movie
Network.
BudgetThe average prime time television commercial cost for broadcast
networking is $110,000 (Crupi, 2011). Fox News network costs are roughly
double that price (Steinberg, 2014). On cable, the average commercial cost
is $13,100 (Crupi, 2011). On channels like CNBC, however, commercials
could cost as little as $1000, and for a desirable daypart would cost
approximately $5,000 (CNBC, 2013).
MagazineSome of the most popular magazine groups among our Target Audience are
as follows: Hachette Filipacchi Group, Hachette Women Group, Martha
Steward Living Omnimedia, Meredith Magazines, MNI Healthy Living
Network, MNI Home Network, The Reader's Digest Association Inc. There
are numerous individual magazines to which the Target Audience is drawn,
including the following: AARP the Magazine, Arthritis Today, Better Homes
and Gardens, Bon Appetit, Cooking Club, Cooking Light, Country Living,
Everyday Food, Family Circle, First for Women, Gardening How-To, Good
Housekeeping, House Beautiful, Ladies' Home Journal, Martha Stewart
Living, Midwest Living, More, The Oprah Magazine, Prevention, Reader's
Libring 18
Digest, Redbook, The Saturday Evening Post, Soap Opera Digest, Soap
Opera Weekly, Southern Living, Sunset, Town & Country, Traditional Home,
TV Guide, Weight Watchers, Women's Day, Woman's World, and Yankee
(Experian Simmons, 2011).
BudgetA full page ad running in AARP the Magazine, and reaching national
circulation costs approximately $611,100 (AARP the Magazine, 2014). It
costs approximately $31,085 for a full page, full color ad to run in Arthritis
Today six times (Arthritis Today, 2014).
NewspaperThe Target Audience does not typically read national newspapers. They
consume much of their news through daily local newspapers. Newspaper
ads would be placed in local newspapers throughout the nation.
BudgetLocal newspaper advertisements cost upwards of $200 per ad. For daily
paper advertising, however, it is cost prohibitive to pay the one-time
advertisement rate for each advertisement. It is far more efficient to
negotiate an annual contract (Kobliski, 2006).
Total BudgetTelevision: Pulsing on for 27 weeks on eight channels.
$200,000/week on FOX; an approximate $20,000/week on other seven
channels: $9,180,000
Libring 19
Magazine: Pulsing on for 16 weeks in 33 magazines.
$600,000/week in five magazines; $30,000/week in other 28 magazines:
$61,440,000
Newspaper: Pulsing on for 19 weeks, 7 dailies/week in 200 local
newspapers.
$200/ad: $5,320,000
TOTAL: $75,940,000
Libring 20
Appendix 4: Proposed Advertisements
Libring 21
Libring 22
Libring 23
References
AARP the Magazine. (2014). Rates + dates 2014 [PDF]. Retrieved from
http://advertise.aarp.org/wp-content/uploads/2012/03/AAARP-The-
Magazine-Rate-Sheet-50+_14.pdf
Arthritis Today. (2014). 2014 rate information. Retrieved April 20, 2014,
from http://www.arthritistoday.org/MediaKit/advertising-rates.html
Berry, A. W. (2011, March 16). Advertising to older adults. Retrieved April
20, 2014, from
http://www.insidebusiness360.com/index.php/advertising-to-older-
adults-4506/
CNBC. (2013, January). CNBC rate card 2013 [PDF]. Retrieved from
http://cnbcmediasales.com/EMEA/On-Air/Rate-Card.aspx
Consumer Reports. (2013, February). Made in America?: How to know
which flag-waving products are true red, white, and blue. Retrieved
March 1, 2014, from
http://www.consumerreports.org/cro/magazine/2013/02/made-in-
america/index.htm
Crupi, A. (2011, June 22). In their prime: Broadcast spot costs soar.
Retrieved April 20, 2014, from
http://www.adweek.com/news/television/their-prime-broadcast-spot-
costs-soar-132805
Does "Made in the USA" mean not in a sweatshop? (2013, July). Retrieved
March 1, 2014, from
Libring 24
http://www.greenamerica.org/pubs/greenamerican/articles/JulyAugust
2013/Does-Made-in-the-USA-Mean-Not-In-a-Sweatshop.cfm
Experian Simmons. (2011). Spring 2011 National Household Consumer
Survey adult survey 12-month [Data file]. Retrieved from
http://oneview.experian.com
Frequently asked questions. (n.d.). Retrieved April 20, 2014, from
http://www.adcouncil.org/About-Us/Frequently-Asked-Questions#How
%20does the Ad Council get its PSAs aired?
Izzo, P. (2013, March 8). Concerns within lower unemployment rate [Blog
post]. Retrieved from The Wall Street Journal website:
http://blogs.wsj.com/economics/2013/03/08/concerns-within-lower-
unemployment-rate/
Klein, K. E. (2006, April 2). Reaching out to an older crowd. Retrieved April
20, 2014, from
http://www.businessweek.com/stories/2006-04-02/reaching-out-to-an-
older-crowd
Kobliski, K. J. (2006, January 16). Newspaper ads. Retrieved April 20, 2014,
from http://www.entrepreneur.com/article/83096#
Nakaso, D. (2013, December 24). 'Made in the USA' may not mean what you
think. Retrieved March 1, 2014, from
http://www.mercurynews.com/business/ci_24790568/california-
lawmakers-consider-changing-standard-made-usa
Libring 25
Simmermaker, R. (2011, September 16). Building by buying American.
Retrieved March 1, 2014, from
http://www.nytimes.com/roomfordebate/2011/08/04/can-
manufacturing-fuel-a-us-recovery/why-buying-american-can-save-the-
us-economy
Steinberg, B. (2014, March 5). Fox’s ‘24′ advertising fees among TV’s
priciest. Retrieved April 20, 2014, from
http://variety.com/2014/tv/news/ads-in-fox-revival-of-24-among-tvs-
priciest-1201126050/
Tesseras, L. (2013, March 14). 40-plus women: Putting age before reason.
Retrieved April 20, 2014, from Marketing Week website:
http://www.marketingweek.co.uk/trends/40-plus-women-putting-age-
before-reason/4005915.article
Unemployment rate. (2014, March 1). Retrieved March 1, 2014, from
United States Department of Labor Bureau of Labor Statistics
website: http://data.bls.gov/timeseries/LNS14000000
Why buy American? (n.d.). Retrieved March 1, 2014, from
http://www.madeintheusa.com/why-buy-american.php
top related