Download - Adv 435 ch 1
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ADV 435 Ch 1
ADVERTISING CAMPAIGNS
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ADVERTISING CAMPAIGNS
WHERE HAVE WE BEENWHERE ARE WE NOWWHERE ARE WE GOINGHOW DO WE GET THERE
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OVERVIEW:CAMPAIGN = CONTINUITY
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OVERVIEW: STRATEGY =
PROVIDE COMPETITIVE ADVANTAGE
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MARKETING CONCEPT
THE FOUR P’S•PRODUCT•PRICE•PLACE•PROMOTION
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FOUR P’S
RIGHT PRODUCT = SATISFIES WANTS & NEEDS
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FOUR P’S
RIGHT PRICE = PROVIDESVALUE
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FOUR P’S
RIGHT PLACE = CONVENIENCE
- EASE OF ACCESS* ONLINE* PHONE
- PROXIMITY* GEOGRAPHIC* VARIETY OF LINES
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FOUR P’S
RIGHT PROMOTION = TARGETING
- ZIP CODES – PRINT/MAIL
- AREA CODES - TEXTING
- MASS – GAMES, TV, RADIO
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Consumer Orientation
Give customers what they:
- want
- need
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MARKET SEGMENTATION
MOST LIKELY TO BUY:
- WHO
- WHY
- WHERE
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MARKET SEGMENTATION
Brand for every segment:
P&G: Crest, Tide
GM: Chevy, Buick, Caddy, GMC
Coca-Cola: Reg/Diet, Caf/Caf free
flavors
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NICHE MARKETING- NARROW SEGMENT- NARROW PRODUCT LINES
(BUT DEEP)- TOYS ‘R US- BED BATH & BEYOND- VICTORIAS SECRET
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MASS CUSTOMIZATION/PE
RSONALIZATION
-CARS WITH SELECT INTERIORS(EDDIE BAUER)
- TGI FRIDAYS SELECT COMBOS(JACK DANIELS)
- SKINS ON CELL PHONES
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COMMUNICATION CONCEPT
- CREATE - INFORM - EDUCATE - CONVEY VALUE - BUILD/MAINTAIN IMAGE
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COMMUNICATION CONCEPT
CREATE MESSAGES IN TERMS OF CUSTOMERS:
NEEDSWANTS INTERESTS
PROBLEMS
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ADVERTISING CAMPAIGN CONCEPT
PLANCONSISTENCYGOALS
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ADVERTISING CAMPAIGN CONCEPTPLAN PLAN PLANPLAN PLAN PLAN
PLAN PLAN PLAN PLANPLAN PLAN PLAN PLANPLAN PLAN PLAN PLAN
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ADVERTISING CAMPAIGN CONCEPT
CONSISTENCY AMONG ELEMENTS:•TV SALES PROMO•RADIO PR•PRINT SOCIAL•OUTDOOR DIGITAL•WEB DIRECT MAIL
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ADVERTISING CAMPAIGN CONCEPT
INTERRELATED GOALS•DEFINES THE AD CAMPAIGN•PROVIDES CONTINUITY AMONG
MESSAGES
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STRATEGIC PLAN•EXECUTIVE SUMMARY•ORGANIZATION MISSION•STRATEGIC ANALYSIS•LONG TERM OBJECTIVES•STRATEGY•TACTICS/PROGRAMS•FINANCIAL•PROJECTIONS•BUDGET