moriarty8e_media_18__Special Advertising Campaigns

SpecialAdvertisingCampaigns AdvertisingPrinciplesandPractices 18 2 QuestionsWe llAnswer Whatisretailadvertisingallabout andwhatmakesitdistinctive HowcanwebestexplainthebasicsofB2Badvertising Whatarethebasicgoalsandoperationsofnonprofitandsocialmarketing WhichstrategicdecisionsarebehindinternationaladvertisingandIMC DrivingUpHondaCR VSales HondarecognizedthatmanySUVdriverswantedspaceforgroceries luggage etc withminimumoff roadcapabilities ThecampaignpositionedCR Vas theinner citySUVwithspaceandmaneuverabilityforyourdailyactivities Hondabecamethesecondbestsellingbrandinthemarketandsalesincreased99 asaresult 18 3 VisittheSite PrenticeHall 2009 18 4 WhatisanIMCcampaign Acampaignisacomplexsetofinterlocking coordinatedactivities AnIntegratedMarketingCommunicationscampaignplanoutlinesobjectivesandstrategiesfordifferentbutrelatedmarketingcommunicationseffortsthatappearindifferentmedia usedifferentmarketingcommunicationtools andconveydifferentbutcomplementarybrand consistentmessagestoavarietyofstakeholders IMCrequirescross functionalmanagement meaningateamofpeoplefromallrelevantpartsofthecompanymonitorimpactandtrackconsumerresponse 18 5 PlanninganIMCCampaign Choosingthebestmarcomtoolsbasedontheirstrengthsandweaknessesinachievingcampaignobjectivesresultsinsynergy Whenallpiecesworktogether thewholeisgreaterthanthesumofitsparts TheIntegrationTriangleidentifiesthreekeyaspectsthatmustworktogethertocreateintegration Whatthecompany brandsaysaboutitself say Howthecompany brandperforms do Whatothersayaboutthecompany brand confirm Brandconsistencyisnotjustastrategicneed it salsocost efficientandbuildslongerlastingcustomerrelationships 18 6 Advertising reachwideaudiencethroughmassmedia acquirenewcustomers establishbrandimageandpersonality definebrandposition identifypointsofdifferentiationandcompetitiveadvantage countercompetition deliverreminders PR announcenews affectattitudesandopinion maximizecredibilityandbelievability generatelikeability createandimprovestakeholderrelationships stimulatebuzz ConsumerSalesPromotion stimulatebehavior generateimmediateresponse intensifyneeds wantsandmotivations rewardbehavior stimulateimprovementandrelevance createpullthroughthechannel encouragerepeatpurchase TradeSalesPromotion buildindustryacceptance pushthroughthechannel motivatecooperation energizesalesforce dealers anddistributors Point of Purchase increaseimmediatesales attractattentionatdecisionpoint createinterest stimulateurgency encouragetrialandimpulsepurchasing DirectMarketing stimulatesales createpersonalinterestandrelevance provideinformation createacceptanceandconviction encouragerepeatpurchase maintainrelationship SponsorshipandEvents buildawareness createbrandexperience createopportunityforparticipation interaction andinvolvement createexcitement stimulatebuzz Packaging increasesales attractattentionatselectionpoint deliverproductinformation createbrandreminderatpointofpurchase Specialties reinforcebrandidentity providecontinuousbrandreminder reinforcesatisfaction encouragerepeatpurchase GuerillaMarketing interceptprospectswheretheywork live andvisit createcuriosityandexcitement provideopportunityforinvolvement stimulatebuzz CustomerService answerquestions solvecustomerproblems recordcomplaintsandcompliments turnbadcustomerexperiencestopositiveexperiences listentoconsumerperceptionsandrecordfeedback notifyappropriatedepartmentsofcomplaintsandcompliments testmarketcommunicationstrategiesandcopypoints Table18 1TypicalObjectivesforVariousIMCTools 18 7 PlanninganIMCCampaign TheIntegrationTriangleidentifiesthreekeyaspectsthatmustworktogethertocreateintegration Whatthecompany brandsaysaboutitself say Howthecompany brandperforms do Whatothersayaboutthecompany brand confirm 18 8 RetailMarketingandAdvertising Retailadvertisingaccountsfornearlyhalfofallmoneyspentonadvertising Twomissionsofretailadvertising SellingthebrandofthestoreSellingindividualbranditemsThreetypesofretailstores Independentlyowned e g barbershop Franchises e g KFC Hertz Corporate e g Starbucks Macy s 18 9 RetailAdvertisingPlanning Especiallyforupscaleretailers brandbuildingisachievedthroughadvertising otherformsofmarcom pricingstrategies location andthestore sphysicalappearance 18 10 RetailObjectives PrimaryobjectiveisbuildingstoretrafficAttractingnewcustomersBuildingstoreloyaltyIncreasingtheaveragesaleMaintaininginventorybalance movingoutoverstockandoutdatedmerchandiseCreatingasenseofurgency Objectivesforbuilding maintainingstoretraffic 18 11 RetailTargeting GeographyWheredomycustomerslive Howfarwilltheydrivetovisitmystore ConsumerTasteOffers merchandise andadvertisingmessagesaretailoredtoconsumerpreferences Principle Thefirststrategicconsiderationinretailadvertisingisgeography 18 12 CooperativeAdvertising Nationalbrandreimbursestheretailerforallorpartoftheiradvertisingexpenses Allowsretailerstocompensatefortheirsmallerbudgetsandlimitedexpertise Alsocalledadallowancesorpromotionalallowances Manyretailerswon tconsidertakingonanewbrandwithoutco opsupport 18 13 CreatingtheRetailAd Peoplechooseastorebasedonpersonnel location pricingpolicy products history socialresponsibility Storelocationinformationisessential address map Advertisingiscreatedbyin housestaff localmedia agencies orfreelancers Sometimes localcampaignscreatedbylocalagenciescangonational Smallerretailersusestockartwork largeronesmayusecustomartwork Manufacturesofferdealertagsordonuts 18 14 TheMediaofRetailAdvertising Localretailerspreferreachoverfrequency Retailersusedirectmailbecauseitminimizeswaste Newspapersofferaudienceselectivity ZoneeditionsShoppersPre printsFree standinginsertsRadioisusedbylocalretailersforitslowcostandhighselectivityintermsofgeographyandaudience Localmagazinesreachupscaleconsumers Nationalmagazinesofferregionalormetroeditions TheInternetallowsstorestosellonline 18 15 Business to BusinessAdvertising Advertisingdirectedatpeopleinbusinesswhobuyorspecifyproductsforbusinessuse Businessadvertisingisusedto CreatecorporatebrandawarenessEnhancethecompany sreputationSupportsalespeopleandotherchannelmembersGeneratenewbusinessleads 18 16 B2BBuyerBehavior Businessesbuygoodsandservicesbecausetheyneed IngredientsforproductstheymakeGoods desks andservices legal accounting tooperatetheirbusinessBusinessmarketingdiffersfromconsumermarketingDecisionsoftenbycommittees focusonrationalfactorsPurchaseisnegotiatedbyabuyerB2Badvertisingfocusesonreasons benefitslikeprice service quality orassuranceofsupply 18 17 TypesofB2BAdvertising IndustrialadvertisingGovernmentadvertisingTrade channeladvertisingProfessionaladvertisingAgriculturaladvertising DirectedatoriginalequipmentmanufacturerslikeGeneralMotors IBM 18 18 TypesofB2BAdvertising IndustrialadvertisingGovernmentadvertisingTrade channeladvertisingProfessionaladvertisingAgriculturaladvertising Largestpurchaserofindustrialgoodsislocal stateandfederalgovernment Maybeadvertisedingovernment targetedpublications 18 19 TypesofB2BAdvertising IndustrialadvertisingGovernmentadvertisingTrade channeladvertisingProfessionaladvertisingAgriculturaladvertising Usedtopersuadedistributionchannelmemberstostockthemanufacturer sproducts 18 20 TypesofB2BAdvertising IndustrialadvertisingGovernmentadvertisingTrade channeladvertisingProfessionaladvertisingAgriculturaladvertising Directedatmostlywhite collarworkerslikelawyers doctors accountants teachers 18 21 TypesofB2BAdvertising IndustrialadvertisingGovernmentadvertisingTrade channeladvertisingProfessionaladvertisingAgriculturaladvertising Promotesproductsandservicestothoseinvolvedingrowing raising orproducingagriculturalcommodities TypesofBusinessMarkets 18 22 PrenticeHall 2009 18 23 CreatingB2BAdvertising SelectstrongestbenefitDramatizemostimportantbenefitChooserelevantvisualsMaketheofferclearProvidecontactinformation 18 24 B2BAdvertisingMedia GeneralbusinessandtradepublicationsHorizontalvs verticalpublicationsDirectoryadvertisingConsumermediaTheWebDirectmarketing 18 25 NonprofitorSocialMarketing MarketingforthegoodofsocietyGoalsinclude Membership AARP ChamberofCommerce Donations RedCross UnitedWay Participation HabitatforHumanity Sales museumgiftshops Recruitment themilitary universities Attitudechange politicalparties Advocacy Weyerhaeuserforforestmanagement Visitsorattendance statetourismprograms museums 18 26 TypesofNonprofit SocialMarketingCampaigns Fund raising development Alsocalled development Capitalcampaignsraiseaspecificamountofmoneyoverasettimeforbuildings equipmentorprograms SocialMarketingCreateawarenessofsocialneeds motivateConsumers businessestoactincertainwaysPublicCommunicationsAconsciousefforttoinfluencepublics thoughtsoractions 18 27 TypesofNonprofit SocialMarketingCampaigns CauseMarketingAdoptingagoodcauseandsponsoringcommunityandfund raisingefforts Target scommunitycaringeffort MissionMarketingLinksacompany smissionandcorevaluestoacause e g Dove s realwomen campaign Principle Causemarketingandmissionmarketingaredrivenbythepassionemployeesandotherstakeholders aswellascustomers feelforagoodcause TysonCares 18 28 ShareOurStrength thenationalantihunger antipovertyorganizationorganizedtheGreatAmericanBakeSale mobilizingcorporatesponsorslikeTyson Tysondonatedapoundofchicken beef orporkforeveryproductpurchasedduringtheBakeSale VisittheSite PrenticeHall 2009 18 29 InternationalAdvertisingandMarketingCommunication Globalizationisdrivenby DevelopmentofinternationalmediaSpreadofmarket basedeconomiesincountriesandregionslikeChina SouthAmerica India andEasternEuropeExpansionofEnglishasaninternationallanguageWeb enabledabilityforevensmallcompaniestomarketinternationally 18 30 StagesofMarketingDevelopment Stage1 ExportingSendproductstoothermarketsStage2 InternationalizationSellingtoagroupofmarketsinaregion e g EuropeorAsia Stage3 GlobalizationBrandssoldthroughouttheworldNote Countryoforigin doesn tmatteranymorebutcancauseproblemswhencountriesareanti American 18 31 TheGlobalvs LocalDebate Shouldcompaniesactasifthereisoneglobalmarket motivatedbythesamewantsanddesires Universalvaluesmayincludeprotectingthefamily honesty healthandfitness self esteem self reliance justice freedom friendship andknowledge learning Orshouldtheyaccountforculturaldifferenceswhendevelopingproductsandmarketingfortheculturestheyserve Americanvaluesoftakinginitiative personalcompetency andruggedindividualismconflictwithculturesthatvaluecollectivethinkingandgroupnormsratherthanindependence 18 32 TheGlobalvs LocalDebate Threeschoolsofthoughtoninternationaladvertising Standardization differencesareamatterofdegree sofocusoncustomersimilaritiesandbranddevelopment Localization considerdifferencesinculture economy media legalenvironment etc Combination useastandardizedstrategybutadaptadvertisingexecutiontothelocalculture 18 33 CulturalMeanings High contextculturesMessagesmeaningsarebasedoncontextualcuesInJapanese awordcanhavemultiplemeaningsLow contextculturesMessagecanbeunderstoodasitstandsMostEnglishwordshaveclearlydefinedmeaningsIt smoredifficulttowriteadvertisingmessagesforhigh contextcultureswherethemeaningisdependentonsurroundingsentences 18 34 CentralControlvs LocalAdaptation Someadvertisersdeveloptightlycontrolledglobalcampaignswhileothersdeveloplocalcampaignsineverymajormarket mostcombinestandardizationandlocalization Globalcampaignshavetwostartingpoints SuccessinonecountryAcentrallyconceivedstrategy Principle Globalizationisafact somarketersstriveforaconsistentbrandstrategythatallowsthemtohonorculturaldifferenceswhenthosedifferencesarerelevanttothebrand smarketingstrategy 18 35 PlanningApproachesforInternationalCampaigns LocalinitiativeAsuccessfulcampaigninonecountryismodifiedandusedinothercountries CentrallyconceivedcampaignsAcentralizedstrategyisdevelopedforuseglobally e g Xbox withaconsistentmarketingstrategyVariationsoncentralcampaignsLocalagenciesmaybeusedtoadaptcreativeideasforeachmarket butthestrategyremainsconsistent Bottom upcreativityManyagenciesmaysubmitideas thebestoneisselectedandusedglobally 18 36 PlanningGlobalStrategies GlobalObjectivesRemindervs introduction awarenessandtrial TargetingIssuesWheretoadvertiseMarketdevelopmentlevel canthemarket literacylevels economysupporttheexpenseofmarketingtheproduct Culturalcohorts asegmentofcustomersfromdifferentcountrieswithcommoncharacteristics wants needs e g newmothers PositioningtheGlobalBrandProblemsandopportunitiesineachmarketConsumermotivesineachmarketSettingtheBudgetWhichmethod Whataboutexchangerate 18 37 PlanningGlobalStrategies ExecutingtheInternationalCampaignUselocalmodels language andsettingsPepsi s Comealive inTaiwanmeans Pepsiwillbringyourancestorsbackfromthedead Fingerlickin good inChinameans Eatyourfingersoff InternationalMediaBuyingMediaisdifferent developing evolvingineverycountry Localagenciesshouldhandlemediabuys Seasonsandholidaysdifferamongcountries Timezonedifferencescancausedelays OrganizationforInternationalCampaignsDependsonstandardizationorlocalizationstrategyTight centralinternationalcontrolvs localautonomy 18 38 TheIMCFactorinGlobalCampaignPlanning IntegratedMarketingCommunicationsAllthemessagesaconsumerreceivesaboutabrandworktogethertocreateacoherentbrandimpression Requireshorizontalandverticalintegration Vertical coordinationofdecisionsabouttargeting positioning objectives strategies andtactics Horizontal coordinationacrossallcountriesorregionsinvolvedinaplan Mayrequireadedicatedmanager DiscussionQuestions 18 40 DiscussionQuestion1 Choosearestaurantinyourcommunity Whattypesofpeopledoesittarget Wouldyourecommendthatitsadvertisingfocusonpriceorimage Whatis orshouldbe itsimage Whichmediashouldituse 18 41 DiscussionQuestion2 Youworkforalargesportinggoodschainthatwouldliketofocusallofitslocalphilanthropicactivitiesinonearea Youbelievethecompanycouldbenefitfromamissionmarketingprogram DevelopaproposalforthemarketingVPthatexplainsmissionmarketingandpresentsanexampleofamissionmarketingprojectthatmightworkforthecompany 18 42 DiscussionQuestion3 DeanBennetthasgottenanewassignmentforanupscalepenmadeinSwitzerlandunderthebrandnameofPinnacle Itsprimaryadvantageisthatithasanextremelylong lastingcartridge onethatisguaranteedtolastforatleastfiveyears Thepenisavailableinavarietyofforms includingrollerballandfelttip andavarietyofwidths fromfinetowidestroke UsetheadaptabilitycontinuumtoanalyzetheglobalizationorlocalizationoptionsforlaunchingthispenfirstinEuropeandthengloballyincludingNorthAmericaandAsia Whatwouldyourrecommendationbeonstandardizingtheadvertising 18 43 DiscussionQuestion