Professional Documents
Culture Documents
Media Advertising (TV, radio, newspapers, magazines) Direct Response Advertising Interactive (on-line) Advertising & Web Sites Outdoor Advertising (billboards, posters, cinema) Point-of-Purchase Advertising Trade Promotions Consumer Promotions Sponsorship of Event Marketing Publicity or Public Relations
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Ad Campaign Considerations
Campaigns make brands -- not single ads Be creative and develop creative themes
Avoid slavishly sticking to executional formulas
Find fresh consumer insights & compelling brand truths Productively conduct ad research
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Imaginative creative
Funny but relevant
Clever hook
Got milk? slogan
Right partners
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Under-branded ads Failure to use supporting media Changing campaigns too frequently Substituting ad frequency for ad quality
Communication Option C
Note: Circles represent the market segments reached by various communication options. Shaded portions represent areas of overlap in communication options.
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Commonality - the extent to which information conveyed by different communication options share meaning
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Keller Bes
Be analytical: Use frameworks of consumer behavior and managerial decision-making to develop wellreasoned communication programs Be curious: Fully understand consumers by using all forms of research and always be thinking of how you can create added value for consumers Be single-minded: Focus message on well-defined target markets (less can be more) Be integrative: reinforce your message through consistency and cuing across all communications
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Keller Bes
Be creative: State your message in a unique fashion; use alternative promotions and media to create favorable, strong, and unique brand associations Be observant: Monitor competition, customers, channel members, and employees through tracking studies Be realistic: Understand the complexities involved in marketing communications Be patient: Take a long-term view of communication effectiveness to build and manage brand equity 13