CH20E-中山大学吴柏林教授-Kotler营销管理(第11版)-绝密资料

Chapter20-—ManagingAdvertising,SalesPromotion,PublicRelations,andDirectMarketing

Overview:

Advertising

XE"Advertising"

-—theuseofpaidmediabyasellertocommunicatepersuasiveinformationaboutitsproducts,services,ororganization-—isapotentpromotionaltool.Advertisingtakesonmanyforms(national,regional,local,consumer,industrial,retail,product,brand,institutional,etc.)designedtoachieveavarietyofobjectives(awareness,interest,preference,brandrecognition,brandinsistence).

Advertising

XE"Advertising"

decision-makingconsistsofobjectivessetting,budgetdecision,messagedecision,mediadecision,andadeffectivenessevaluation.Advertisersshouldestablishcleargoalsastowhethertheadvertisingissupposedtoinform,persuade,orremindbuyers.Thefactorstoconsiderwhensettingtheadvertisingbudgetare:stageintheproductlifecycle,marketshare,competitionandclutter,neededfrequency,andproductsubstitutability.Theadvertisingbudgetcanbeestablishedbasedonwhatisaffordable,asapercentagebudgetofsales,basedoncompetitors'’expenditures,orbasedonobjectivesandtasks,andbasedonmoreadvanceddecisionmodelsthatareavailable.

Themessagedecisioncallsforgeneratingmessages,evaluatingandselectingbetweenthem,andexecutingthemeffectivelyandresponsibly.Themediadecisioncallsfordefiningthereach,frequency,andimpactgoals;choosingamongmajormediatypes;selectingspecificmediavehicles;decidingonmediatiming;geographicalallocationofmedia.Finally,campaignevaluationcallsforevaluatingthecommunicationandsaleseffectsofadvertising,before,during,andaftertheadvertising.

Salespromotionandpublicrelationsaretwotoolsofgrowingimportanceinmarketingplan

XE"marketingplan"

ning.Salespromotioncoversawidevarietyofshort-termincentivetoolsdesignedtostimulateconsumermarkets,thetrade,andtheorganization'’sownsalesforce.Salespromotionexpendituresnowexceedadvertisingexpendituresandaregrowingatafasterrate.Consumerpromotiontoolsincludesamples,coupons,cashrefundoffers,pricepacks,premiums,prizes,patronagerewards,freetrials,productwarranties,tie-inpromotions,andpoint-of-purchasedisplaysanddemonstrations.Tradepromotiontoolsincludeprice-off,advertisinganddisplayallowances,freegoods,pushmoney,andspecialty-advertisingitems.Businesspromotiontoolsincludeconventions,tradeshows,contests,sweepstakes,andgames.Salespromotionplanningcallsforestablishingthesalespromotionobjectives,selectingthetools,developing,pretesting,andimplementingthesalespromotionprogram,andevaluatingtheresults.

Marketingpublicrelations(MPR)isanotherimportantcommunication/promotiontool.Traditionally,ithasbeentheleastutilizedtoolbutisnowrecognizedforitsabilityinbuildingawarenessandpreferenceinthemarketplace,repositioning

XE"repositioning"

products,anddefendingthem.Broadly,MPRisthoseactivitiesthatsupporttheultimatesaleofaproductorservice.Someofthemajormarketingpublicrelationstoolsarenews,speeches,events,publicserviceactivities,writtenmaterial,audio-visualmaterial,corporateidentity,andtelephoneinformationservices.MPRplanninginvolvesestablishingtheMPRobjectives,choosingtheappropriatemessagesandvehicles,andevaluatingtheMPRresults.

LearningObjectives:

Afterreadingthechapterthestudentshouldunderstand:

Theimportanceofsettingtheadvertisingobjectives

Howmediadecisionsaremade

Whymessagesmustbeevaluated

Howadvertisingbudgetsaredetermined

Howadvertisingcanbeevaluatedforeffectiveness

Thepurposeofsalespromotion

Whatsalespromotiontoolsareavailable

Howsalespromotionprogramsaredeveloped

Theimportanceofevaluatingsalespromotionresults

Theoverallprocessesandstrategiesrelatedtotheuseofdirectmarketingchannels

Theissues(publicandethical)relatedtodirectmarketing

Thefutureofdirectandon-linemarketingcapabilities

ChapterOutline

Developingandmanaginganadvertising

XE"Advertising"

program

Advertisingisanypaidformofnonpersonalpresentationandpromotionofideas,goods,orservicesbyanidentifiedsponsor.Fivemajordecisionsinvolvethemission,money,message,mediaandmeasurement

Settingtheadvertising

XE"Advertising"

objectives-—accordingtowhethertheaimistoinform,remind,orpersuade.

Decidingontheadvertising

XE"Advertising"

budget-—fivefactorstoconsiderincludestageintheproductlifecycle,marketshareandconsumerbase,competitionandclutter,advertisingfrequency,andproductsubstitutability

Choosingtheadvertising

XE"Advertising"

message-—creativestage

Messagegeneration-—utilizinganinductiveversusdeductiveframework

Messageevaluationandselection-—focusononecoresellingpropositionandaimfordesirability,exclusivenessandbelievability.

Messageexecution-—impactdependsnotonlyonwhatissaidbuthowitissaid(positioning).Creativepeoplemustalsofindastyle,tone,andformatforexecutingthemessage)

Socialresponsibilityreview-—makesurethecreativeadvertisingdoesnotoverstepsocialandlegalnorms.

Decidingonmediaandmeasuringeffectiveness

XE"Media"

Decidingonreach(numberofpeopleexposedatleastonce),frequency(totalnumberoftimestheyarereached)andimpact(qualitativevalue).

Therelationshipbetweenreach,frequencyandimpact,specificmedia,mediatiming,geographicalallocation

Mediaselection:targetaudience,mediahabits,product,message,andcost

Determiningthemostcost-effectivemediatodeliverthedesirednumberandtypeofexposurestothetargetaudience.

Choosingamongmajormediatypes

XE"Media"

Targetaudiencemediahabits

Productcharacteristics

Messagecharacteristics

Cost(basedoncost-per-thousandexposurescriterion)

Newmedia–—rethinkingtheoptions:

Commercialclutter,advertorials,infomercials

Resultiscomingdeathoftraditionalmassmedia,asweknowit–—moredirectandconsumercontrolcoming.

Allocatingthebudget-—increasinglyspentattractingattentionthanontheproductitself.

Selectingspecificvehicles–—measuresinclude:

Circulation,audience,effectiveaudience,effectivead-exposedaudience

CPMadjustmentsbasedonaudiencequality,audience-attentionprobability,editorialqualityandadplacementpolicies

Decidingonthemedia

XE"Media"

timing

Macro-scheduling(accordingtoseasonalorbusinesstrends)

Micro-scheduling(allocatingadvertisingexpenditureswithinashortperiodtoobtainthemaximumimpact)

Modelsformediatiming:Kuehn(ifnocarryoverandhabitualbehaviorthen%percentofsalesjustified)

Decidingonthegeographical

XE"Media"

allocation–

a) Nationalversusinternational

b) Spotbuying(ADIsandDMAs)

Evaluatingadvertising

XE"Advertising"

effectiveness

Communication-effectresearch–—copytesting,consumerfeedback,portfoliotests,laboratorytests

Sales-effectresearch–—shareofvoiceandshareofmarket,historicalapproach,experimentaldesign

Advertising

XE"Advertising"

effectiveness:asummaryofcurrentresearch

Salespromotion

Consistsofadiversecollectionofincentivetools,mostlyshortterm,designedtostimulatequickerand/orgreaterpurchaseofparticularproducts/servicesbyconsumersorthetrade.

Rapidgrowthofsalespromotion–—resultisclutter,likeadvertisingclutter

Purposeofsalespromotion

Varyingpurposesandresults,dependingondegreeofbrandawareness/loyalty

FarrisandQuelchbenefitsstudies–—testingtoleadtovariedretailformats

Majordecisionsinsalespromotion

Establishingobjectives(largersizedunits,trial,attractswitchers,etc.)

Selectingthesales-promotiontools(consumer-promotion,trade-promotion,and/orbusiness-andsalesforcepromotiontools)

Selectingbusinessandsales-forcepromotiontools

Developingtheprogram(makedecisionsonthesizeoftheincentive,conditionsforparticipation,durationofthepromotion,distributionvehicle,timingandthetotalsales-promotionbudget)

Pre-Pretesting,implementing,controlling,andevaluationtheprogram

Overall,salespromotionsworkbestwhentheyattractcompetitors’’customerstotryasuperiorproductandgetaswitch.

Consumersurveys,experimentsandscannerdataindicateresults

Publicrelations

Involvesavarietyofprogramsdesignedtopromoteand/orprotectacompany’’simageoritsindividualproducts.Thefiveactivitiesofpublicrelationsinclude:pressrelations,productpublicity,corporatecommunications,lobbying,andcounseling.Increasingly,marketingmanagersareturningtoMPR,whichseekstosupportmarketingobjectives.

Marketingpublicrelations

MajordecisionsinMPR

Establishingthemarketingobjectives(buildawareness,buildcredibility,stimulatethesalesforceanddealers,andholddownpromotioncosts)

DifferencesbetweenPRandMPR

Moreworkingtogether

Choosingmessagesandvehicles

Implementingtheplanandevaluatingresults

Exposures,awareness/comprehension/attitudechange

Best:sales-and-profitimpact

DirectMarketingmarketing

Growthofdirectmarketing

Directmarketingistheuseofconsumer-directchannelstoreachanddelivergoodsandservicestocustomerswithoutusingmarketingmiddlemen.

Goalislong-termrelationshipbuilding(customerrelationshipmarketing).

Growthofdirectmarketing

Cataloganddirectt-mailsalesgrowingatarateof7%percentannually,comparedtoretailsalesgrowthof3%.percent

Electronic-—Internetuserpopulationat100+million,and2millionwebWebsitesin2001.

Keyvariableismarketdemassification(constantlyincreasingnumberofmarketniches,alltiedtocostofdriving,traffic,parking,time,linesandlackofretailsaleshelp)

Days;1.5millionwebWebsites;forecast(2002)e-commercesalesof$327billion.

Benefitsofdirectmarketing–—benefitsoffocusandtimingforbothconsumersandsellers

Integrateddirectmarketing–—goalofrightoverallcommunicationbudgetandallocationoffundstoeachcommunicationtool(multiplevehicleandmultiplestagecampaigns)–—maximarketing

Majorchannelsfordirectmarketing

Face-to-faceselling–—fieldsales

Directmail–—hightargetmarketselectivity,personalized,flexible.

Postoffice,overnightcarriers,faxmail,e-mail,orvoicemail

Phasesofdirectmarketing:carpetbombing,databasemarketing,interactivemarketing,real-timepersonalizedmarketing,lifetimevaluemarketing

XE"Channels"

Constructinganeffectivedirect-mailcampaign:

Objectives-—order-responserateisusually2%.percent

Targetmarketsandprospects

Considerotherelements-—constructaneffectiveoffer.Fivecomponents:outsideenvelope,salesletter,circular,replyform,andreplyenvelope.

Offerelements

Testingelements

Measuringcampaign’’ssuccess:lifetimevalue

Breakevenresponserate,

Determiningcustomerlifetimevalue(CLV)

Catalogmarketing-—onpaper,CD-ROMoronline

Telemarketingandm-commerce

Telemarketing-—usingthetelephonetosellproducts/services–—bothinboundandoutboundfortelesales,telecoverage,teleprospectingandcustomerserviceandtechnicalsupport.

Othermajormedia

XE"Media"

fordirect-responsemarketing(direct-responseadvertising,at-homeshoppingchannels,andvideotext)

Kioskmarketing-—“customer-order-placingmachines

E-marketing-—e-businessincludesEDI,extranets,faxande-mail,ATMs,smartcards,theInternetandonlineservices(marketspace)

Permissionmarketing–—lettingconsumershaveasayinwhatcomestothem–—buildingtrust.

E-marketingguidelines—(givingthecustomerareasontorespond,personalizecontentofe-mail,offersomethingnotavailableperdirectmail,easyto““unsubscribe.””

Lecture—AdvertisingintheNewEconomy

Thislecturefocusesonthechangingnatureofeachofthepromotionalelements,particularlythedecreasinguseoftraditionaladvertisingandanincreaseinsalespromotion,publicrelationsandtheinteractivemedia.

TeachingObjectives

Toenhancethestudent’’sperspectiveontheimportantandchangingroleofadvertising

Togivethestudentperspectiveonsomeofthetoolsnotnormallyassociatedwithadvertisingandsalespromotion.

Toprovidespecificexamplesandapproachesforusingpublicrelationsinmarketingstrategy.

Discussion

Introduction-—WhereIsAdvertisingHeaded?

Thetraditionaluseofadvertisinghasfallenvictimtonewtechnologiesandchangingprioritiesinthemarketplace.Asaresult,advertisingagenciesrealizethatinordertosurvive,theymustadapt.Futuresuccessdependsontheabilitytounderstandnotjustadvertisingbutallareasofpromotion,andtoassistclientsindevelopingandimplementingIntegratedMarketingCommunicationsprograms.Inthiscontext,salespromotion,directmarketingandpublicrelationshaveallgainedprominence,duetotherelativeadvantagesofeachtool.

Itisnosecretthatconsumershistoricallyhavebeenbombardedwithtoomanyadvertisingmessagesandlikelycannotrememberthemall.Thisglutofpromotionhasledtoamarketplacethatisveryskepticalofthetraditionaladvertisingpitch.Asaresult,advertisershavebeguntodisguisetheirsalesmessages,abandoningthefamiliarpitchandembeddingmessagessubtlyintopopularculture.Productshavebegunappearingmoreregularlyintelevisionshows,onvideoandboardgames,andinmovies.

Saturation-—areAreweWethereThere?

Seekingtomakeadvertisingmoreentertaining,populartelevisionstarshavebegunportrayingtheircharactersincommercials.Researchhasshownthatfast-paced,highmovementadsaremorelikelytobewatched,particularlywhentheydonothighlightproductattributes.Thisfacthasledseveralmarketerstopresentstoriesintheirads,ratherthanprovidedetailsontheproductforsale.Theresultisthatoftenitisdifficulttotellthedifferencebetweenanadvertisementandatelevisionprogram.

Brandnamesandlogoshavebegunappearingoneverythingfrombananastobowlingpinsandsidewalkstoskipoles.Manysportsarenasarenowmorecommonlyreferredtoinconjunctionwithamajoradvertiserwhofootedthebillforneededrenovation,orpossiblyanentirelynewvenue.Eveninfomercials,whichhavetypicallybeenlowbudgetandusedbyrelativelyunknownbrands,arenowbeingemployedbybigbrands,suchasMicrosoft,FordandEastmanKodak.

Thistrendtowardblurringthedistinctionbetweenadvertisingandentertainmentisexpectedtocontinueforaslongastraditionaladvertisingmessagesrepresentnothingbutclutterinthemindsofconsumers.

Ashasbeendiscussedpreviously,themarketisfragmentedandhardertoreach.Theincreasedpowerofretailershasledtogreaterusageoftrade-orientedpromotions,newproductofferingshaveseemedanythingbutinnovative,andconsumersclearlyarelessbrandloyalthantheyoncewere.

Asaresult,therehasbeenmuchmoreemphasisonsomeofthetoolsofpromotionthatoncewererelegatedtoabackseatduringtheheightofadvertisinginAmerica.Itisusefultonotethatadvertisingspendingasapercentageoftotalpromotionalexpenditureshasdeclinedinrecentyears,whilealthoughtheInternet,salespromotion,directmarketing,telemarketingandotherformsofpromotionhaveincreased.

Mediaadvertisingaveraged42percentofcompanypromotionalbudgetsin1977,butby1999,themediaadvertisingportionofthetotalbudgetfelltounderfewerthan30percent.MuchofthisspendinghasgonetotheInternet,salespromotionanddirectmarketing.

SeekingBenefitsinSalesPromotion

Salespromotionalsohasbecomearecognizedtoolforreachingcustomersinwaysnotpossiblewithothermeansofpromotion.WhileAlthoughadvertisingfocusesprimarilyonlong-termimagebuilding,salespromotionhasashort-termorientation.SinceBecausesalespromotionencompassesactivitiesrangingfromcoupons,samplesandrefundoffers,italsocanhaveaverydirectandmeasurableimpactontheconsumer.Incompaniesthatcontinuetouseabrandmanagementstructure,thisiskeytodeterminingsuccess.Nootherformofpromotioncanelicitthesamespeedofsalesresponse.Thosewhoarefamiliarwithitsbenefitsarealsousingsalespromotionmorestrategically.

Itshouldbepointedout,however,thatsalespromotiontraditionallyhasbeenutilizedatthepointofsalesothatiteffectsaconnectiononlytothosepotentialbuyersalreadyinthemarketfortheparticularproductorservice.However,Tthisischanging,however,withatleastonesalespromotiontoolintegratedintorelationshipmarketingstrategies.Frequencymarketingprogramsthatrewardacustomerformultiplepurchasesareawidelyusedsalespromotiontacticthatencouragesbuildinglong-termcustomerrelations.

DabblinginDirectMarketing(IncludingtheInternet)

Directmarketingisbecomingthereplacementforadvertisinginmanycompaniestoday.Itisnotonlyalogicaloffshootoftheone-to-onemarketingtrend,butitalsocanbesignificantlylessexpensive,ifdoneproperly.Anotherveryimportantaspectofdirectmarketingisthatitprovidesnotonlygreatportabilityandreachbutalsotheabilitytomeasureresponse.Measuresofresponselonghavelongbeenamongthemoreimportantissuesinadvertising,andwiththerecenttechnicaladvancesthatallowpinpointmarketing,itispossibletoreachvirtuallyanycustomer,anywhere.

Comparedwithgeneraladvertising,directmarketing,whethertraditionaldirectmarketingordirectmarketingviatheInternet,enablesafirmtoselltoindividual,byname,addressandpurchasebehavior,comparedtobroadgroupdemographicandpsychographicidentificationandcontact.Also,comparedtogeneraladvertising,wheretherequirementtobuildimage,awareness,loyalty,benefitandrecallmayrequireconsiderabletimebeforeapurchaseaction,directmarketingcanmotivateanimmediateorderorinquiry.

Anothermajoradvantageofdirectmarketingisthefactthatthereisnoneedforaretailchannel;thechannelmediumnowisthemarketplaceitself.WhileAlthoughthismayworkasanegativefactorforsomeconsumerswhostillwillwantthefeelingoflessriskthatcomeswithfromdirectcontactwiththeproduct,anddirectrecourse,theoverallgainformostmarketerscanbesubstantial.

PublicRelations

Anotherintegralcomponentinmarketingstrategicplanningisconsistentpublicrelationsactivities.Publicrelationsprovidesopportunitiesforcost-effectivedifferentiationandisquicklybecomingoneofthemostimportantelementsinthemarketingmix.Becauseitcarriestheimpactofarespectedthird-partyendorsement,publicrelationsshouldworkintandemwithotherpromotionaltoolstofosteratotalcorporatecommunicationspackage.Strategicpublicrelationscan:

Buildconsumerconfidenceandtrust

Positioncompaniesasleadersandexperts

Introducenewproducts

Cultivatenewmarkets

Reachsecondarymarkets

Extendthereachofadvertising

Makenewsbeforeadvertising

Complementadvertisingbyreinforcingmessagesandlegitimizingclaims

Supplementadvertisingbycommunicatingotherproductbenefits

Gainexposureforproductsthatcannotbeadvertisedtoconsumers

Gainawarenessthroughotherthanadvertisingmedia

Tailormarketingprogramstolocalaudiencestodistinguishcompaniesandtheirproductsfromthecompetition

Winconsumersupportbyidentifyingcompaniesandbrandswithcausestheycareabout

Generatesalesinquiries

Motivatestaffefforts.

Publicrelationsactivitiesinclude:anniversaries,awardprograms,articlewriting,annualmeetings,communityprogramsandevents,customerhotlines,grandopenings,interviews,luncheons,newsletters,pressreleases,seminarsandsponsorships.

DirectMarketingandInteractiveStrategy

AsmoreclientsandagenciesbegintounderstandandexplorethemarketingpotentialoftheInternet,e-marketinghasevolvedfromcompaniessimplycreatingtheircorporatepresenceonline,toestablishmentofe-commerce-enabledsites,andtothefirststagesofbuildingandmeasuringone-to-onecustomerrelationships.HereareseveralInteractivecampaignscompetitionsthathadagoaltoengageandcreateadialoguewiththeirrespectivetargets.Bereadytojudgeeachofthem.:

Evaluatethesecampaignsbasedontheirexemplaryuseoftheelectronicmedia.Lookforonlinecampaigns(orcomponentsoflarger,integratedcampaigns)thatembodyinnovationandcreativity.Howeffectivelydoesthecampaignappeartoachievethemarketer'’sobjectivesandgoals?Dotheinteractiveelementsservetoreinforcetheobjectiveoroverallstrategy?AreIstheoverallstrategycreativeandofferwellgearedtotheonline/electronicmedium?Finally,doestheinteractivecampaignpushtheenvelope,testorexperimentwithnewtechnologies,capabilitiesand/orformats?

SpringFlingaWinnerforCoverGirl

ThisprograminvolvedrecordingavarietyofkissingsoundsforinclusionintheWebsite.Itrevolvedaroundacontestofferingachancetowin$100infreemakeup,aswellasa$500shoppingspreeinthewinner'’sfavoritestore.

Theadagencyrecognizedthatthetargetmarket-—teengirls-—compriseanInternet-savvybunchwhowouldrequiremoremotivatingcomponentsthanjustanotherdraw.Teengirlsareveryinteractive,buttheydonotwanttojustbetalkedto,ortalkedat;theywanttobeapartofit.

PreliminaryresearchbyP&Gsuggestedthatcontests,particularlythoseconductedonline,arenotmemorableforteens,accordingtoaspokespersonforCoverGirl.TheCoverGirlcomment:““Everyteenwespoketohadenteredseveralonlinecontestsinthepastmonth,butnotasingleonecouldrecallasponsorfromanyofthem."”

Accordingly,theideaoftheinteractivecampaignwastogetinteractionaroundthecolorpalette.Inotherwords,the““GetColorMatchedNow””sectionofthewebsiteWebsiteallowedbrowserstoselectmakeuphuesandbuildacustompalettetobesubmittedandsavedasthecontestentry.Theproductsofpreferencewouldbecomethefoundationofthe$100CoverGirlgiftpack,iftheparticipantwon.Inaddition,visitorsalsogainedaccesstoasavable/printableversionoftheirfavoriteshades,forfutureshoppingreference.Thiswasconsiderablymorerelevantandengagingforteenstoparticipateinthananyotheronlinecontest.

Aninitiale-mailoutliningtheprogramwassentto10,000girlswhohadoptedintoreceivetheCoverGirlConnectionsnewsletterviatheAmericanCoverGirlWebsite.WhileAlthoughtherewasnoadditionalmediaorpromotionalsupport,thesitedrewmorethan8,000uniquevisitorsduringasix-weekspan,andmorethan6,000contestentries.

Anothercomponentthathelpeddriveteenstothesitewastherefer-a-friendincentive.Kidscouldboosttheirchancesatthegrandprizewitheachsuccessfule-mailreferralatthefinalpointofcontestregistration.Infact,thiscomponentdrewa34%percentresponserate.Indeed,theentirecampaignfarsurpassedthequantifiableobjectiveofreceivinga10%percentto15%percentresponseratefortheoriginale-mail,astherateactuallyfellat39%percent.

Theadagencydetermined(nothingnew)thatfriendsarethenumber-oneinfluencersofteens'’buyingdecisions.Theprogramwassuccessfulbecauseitcreativelyleveragedthisconsumerinsightinawaythatwaslowriskandnon-nonintrusive-—itgotteenstalkingtotheirfriendsaboutCoverGirlthroughboththecontestreferralandthee-Kissapplications.

Teenscouldalsosende-Kisspostcards,bestowingpeckstopalsandboyfriends.Theyalsowereabletoselectthecoloroflips(fromarangeofCoverGirlshades),theirshapeandthesoundofthekiss.ACoverGirllogoandalinkwerevisibleonthee-mailsenttogalpals,whileanon-nonbrandedversionwasavailableforboys.

Infact,teengirlsseemedtoembracethesmooching,asthee-KisscardsgrabbedthemostattentionontheWebsite,recordinga70%percentresponserate.

CoverGirlpresentedaveryfunwayfortheirtargettointeractwiththeproducts[and]colors,whichcansometimesbeachallenge.Therefer-a-friendfeatureallowedforgreatpass-alongandincreasedthedatabaseofnamestomarkettonexttime.Consumerscouldincreasetheirknowledgeoftheproductswiththepersonalizedmakeuppalettes.

(Askforstudentevaluationshere.):

SuggestedResponse:

Thisisafunandengagingcampaignthatprovidesanexcellentexampleoftherightapproachmatchedupwiththerightmediumandtherighttargetaudience.Teenagegirlslovetotryoutthings,andtheMix&Matchcontestgavethemthisopportunity,alongwithachancetowinsomegreatprizes.Thee-Kissmarketingpostcardwasnotonlysimpleinitsdesign,butalsoontargetforthisdemographic.

ChivasRegalStirsThetheFancyOfAofaYoungerDemographic

ChivasRegalisnotjustforstodgyoldsuits,butforambitiousyoungsuitstoo.ThisiswhatparentcompanySeagramhopedtoconvincethe25-to34-year-old,university-educatedcrowdinjustthreecities,withits““WhenYouKnow””interactivecampaign.

ThechallengewasthatChivashadanolder,moreestablishedaudience,anditwastryingtoattractyoungermalesthroughacheeky,edgybanter.Seagramhopedthattheagegroupwouldrecognizethislabelasonethatrelatestotheirlifestyleandthattheywouldfeelcomfortabledrinkinginapublicforum.

Theeffortwasmainlyaboutconveyingthebrand'’ssenseofhumor.Seagramused22,000no-charge,opt-ine-mailaddressesfromane-marketingfirmtoannouncethecontest.Whenrespondentsvisited,theywereexposedtofiveFlashanimationvignettesexhibitingthewhiskeylabel'’spersonality:onethatisintelligent,irreverentandaudacious.

Inoneofthescenarios,amanstrainstosqueezeintoapairofplaidpants.Thecopyreads,"“Whenyouknow,it'’snottheclothesthatmaketheman,buttheclothesthatmakethemanbuynewclothes."”Anothershowsanattractivewomaninblacklingerieholdingawhip."“Whenyouknow,it'’sgonnahurt,butyoukindalikeit,"”itsays.

Thestrategy,whichlinkedbacktoChivasRegal'’sglobal““WhenYouKnow””print,TVandoutdoorventure,presentedatargetedeffortgearedatupwardlymobileurbanites.Thetaglineneatlyrelatesbacktothebrandbecauseitimpliesthatwhenyoureachacertain