Arm and Hammer

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Marketing Brands
Objectives, Positioning & Strategy

Campaigns
Origin of term
Military Campaigns
Political Campaigns
Advertising Campaigns
Origin of term
Fr. campagne, It. campagna - open country suited to military maneuvers nCampaign - a series of military operations with a particular objective in a war nCampaign - a series of organized planned actions with a particular purpose, as for electing a candidate Political Campaigns

In politics, as in war, you have to pick your battles. National political campaigns focus on key states and voter groups. Each single geographic or statewide campaign may have its own objectives and strategies which contribute to the overall campaign The objective is a majority in the Electoral College.

Advertising Campaigns

A team effort

Structured and sequential activities
An imaginative re-integration of new and existing factors

Shared objectives and strategies

Advertising Campaign:

What were the common elements?
graphic look
strategic message
benefit statement
brand personality
executional elements - the dog
anything else?

Advertising Campaign:

Campaigns are built with…
Plans & Strategies

Situation Analysis
Product Evaluation and History
Qualities, Price, Distribution
Prospect Evaluation/Target Market
Demographics
Psychographics
Behaviors
Competitive Analysis

SWOT ANALYSIS
Strengths
Weaknesses

Opportunities
Threats

Plans & Strategies:
Here’s a graphic representation…
Marketing Objective
Sell one million of product

Market Strategy/Creative
Establish brand as superior
Creative Objective
Establish brand as superior
Creative Strategy
To be determined

Market Strategy/Media
Target audience W 18-49
Media Objective
Deliver Advertising to
Target audience W 18-49
Media Strategy
To be determined

Marketing Objectives
Goals for the Product
Specific Period
Market Share or Sales Goals
Example
Increase market share by Jan 2002
Sell 1000 units by January 2002

Vocabulary:
Mission: Overall goals & values your “reason for being”
Objective: What you want to accomplish.
Strategy: How you are going to do it.
Tactic: Specific action. (Should be specific action that helps meet strategic goals - tactics should be on strategy.) Remember, objectives first, then strategy. (If you don’t know where you’re going, any road will take you there.)

The Value Ladder
Value
Benefit
Consumer Benefit
Product Benefit
Feature
Attribute

Some things we know about Advertising
Branding and Advertising
Branding = overall brand equity building
Advertising = specific messages and goals
Advertising contributes to Branding
Advertising is concerned with:
The Advertising Message
Media Planning and Placement

An Advertising Communication Model

Note it is more difficult for the audience to communicate back to the advertiser. Feedback is one purpose of Market Research

The Lavidge-Steiner Learning Model
How people “learn” ads
Begins with Awareness
Moves to Conviction and Purchase
NOTE: Process may be quite rapid and you may try before being totally convinced

Marketing Strategies
Product Strategy
Functional Appeals
Performance Measures
Characteristic Features
Comparison Information

Emotional Appeals
Linked with feelings
Favorable disposition
Reference based

Distribution Strategy
Cities, Stores, Shelves, Direct
Pricing Strategy
High
Makers Mark---It taste expensive and it is.
Low
Wal-Mart-Target-K-Mart

Product/Brand Positioning
DEFINITION
-The way in which a product (brand) is ranked in the consumer’s mind by the benefits it offers, by the way in which it is classified or differentiated from the competition, or by its relationship to certain target markets. –In other words how your brand is viewed or perceived by the consumer; what the consumer thinks or feels when...
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