Advertising and Promotion Exam Notes

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2. Behavioural segmentation - Zero Based Planning –each imc plan should begin with a clean slate rather than a copy of what has previously been done. 8 step process: a) Identify target audience: Analyse customer and prospect segments and determine which target. B) Analyse SWOTs – determine success of the MC functions and media used C) Determine MC objectives – what marketing communication programs should be accomplished d) Develop strategies and techniques – which mc strategies will be used and choose brand messages and means of delivery. Support each strategy with rationale e) determine budget e) Evaluate effectives 3. Positioning strategies – This will be communicated through product itself, the benefit laden message, as well as media or contact strategy employed to reach target group. Position has been used to indicate products image in marketplace and this must contrast with competitors. POSITIONING STRATEG Y – Positioning by product attributes and benefits: setting the brand apart from its competitors on the basis of specific characteristics or salient attributes offered. Eg. Mother is positioned by its increase of double the energy and great taste. Can even throw in “tastes nothing like the old mother”. Positioning by product user: by associating it with a particular user is another approach. Mother in their entertaining Motherland commercials creates a land full of excitement to inspire others that drinking mother is not boring. Positioning by competitor: competition within the same category. DETERMINING POSITIONING STRATEGY a)Identify competitors b) Assessing consumers perception of competitors c) determining competitors position d) analysing consumers preferences e)Making positioning decision – is segmentation strategy appropriate, are there sufficient resources to communicate position effectively, how strong is competition e)Monitoring the position – impact of new entrants and competitors can be monitored. 4. MESSAGE STRUCTURE – Order of presentation: Communicator’s strongest arguments should be presented early or late in the message but never in the middle. Mother will need to place the strongest selling points at the beginning. Because the audience is not interested in topic, it is better to try arousing the interest of the message before they tune out. Because this is a low involvement product, the advertiser will want to present the brand name and key selling points early in the message and repeat them at the end to enhance recall and retention. Conclusion drawing: Marketers need to decide whether the message will explicitly draw a firm conclusion or allow receivers to draw their own conclusions. Message sidedness: Mother will want to use a one-sided message as some are concerned about the negative effects of acknowledging a weakness in their brand. Verbal versus visual messages: An unexpected visual image will grab the consumer’s attention and get them to engage in more effortful and elaborative processing. MESSAGE STRATEGY DEVELOPMENT – Copy platform: this specifies the goals of the communication, the elements of message strategy and some direction for execution. TWO CRITICAL COMPONENTS: message strategy development and execution of the big idea. PLATFORM: Advertising problem, Communication objectives, Target audience, Target competitor, Message strategy, executional tactic. Types of message strategies: Pre-emptive – It is about making a claim that none of your competitors have and make your product look unique. Unique selling proposition: Each advertisement must say to the reader: buy this product and you will get this benefit, unique, strong enough and pull in new customers. Message strategies - Inherent drama, Positioning, Affective. Advertising appeals - Informational or rational appeals: Rational based motives can be used as the basis for advertising appeals including sensory benefits such as taste and smell. Their objective is to persuade the target audience to buy the brand because it is best...
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