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-Rise of Capitalism -Industrial Revolution -Branding -Mass Media

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History of Brand Promotion

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-Economy and Income -Political Events and Regulations -Technological Innovations

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Promotion through the Ages

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1) Narrower Media Control 2) Media Clutter 3) Consumer Control 4) Web 2.0

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Promotional Industry Trends

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Who (they need to advertise to) What (Value proposition) How (plan to reach them) **Develop a strategy through Segmenting, Targeting and Positioning

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STP Marketing

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Subgroup (of the target market) chosen as the focal point for the marketing program and ad campaign

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Target Segment

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Process of designing and representing one's product or service so that it will occupy a distinct and valued place in the target consumers mind

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Positioning

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The key themes of concepts that an organization features when communicating product or services distinctiveness to a target segment

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Strategy

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Segment by usage and commitment

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Identifying Target Segments

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1) Non-Users 2) Brand Loyal 3) Switchers/Variety Seek. 4)Emergent Consumers

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4 Fundamental Segment Types

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Demographics, Psychographics, Geography, Benefits, Business Buyers (Consumer vs. Business) *Feasible and Attractive

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Segment By:

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-Benefit (functional, emotional, value) -User -Competitive

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Positioning Themes

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Dividing customers based on how they act toward, feel about or use a good/service

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Behavioral Segmentation

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Feasibility-customer needs=company resources Attractiveness-size and growth

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Targeting Criteria

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Assess the market position Be different Communicate the differences

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ABC's of Positioning

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Activities and decision processes directly involved in obtaining, consuming and disposing of products and services

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Consumer Behavior

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Arises when one's desired state of affairs differs from one's actual state of affairs

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Need State

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Info search and alternative evaluation--> Purchase--> Post Purchase Use ***Functional and Emotional Benefits

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Need Recognition

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Search for product info that draws upon personal experience and prior knowledge

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Internal Search

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Subset of brands from a product category that becomes the focal point of a consumers' evaluation

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Consideration Set

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The set of brands (2-5) that come to mind when a category is mentioned

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Evoked Set

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Gathering product info by visiting retail stores to examine alternatives, seeking input from friends/family or pursuing professional product evaluations

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External Search

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Good feelings that come from a favorable post purchase

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Customer Satisfaction

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Anxiety or regret that lingers after a difficult decision

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Cognitive Dissonance

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1) Extended 2) Limited 3) Brand Loyal 4) Habit or Variety Seeking

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Modes of Decision Making

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Overall evaluation of any object, person or issues that varies along a continuum

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Attitude

question

A person's knowledge and feelings about competitive brands

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Beliefs

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Provide a framework and set a research procedures for collecting information from consumers to assess their salient beliefs and attitudes about competitive brands 1) Evaluative Criteria 2) Importance Weights 3) Consideration Set 4) Beliefs

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Multi-Attribute Attitude Models (MAAMS)

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Motivated to process? Ability to process? Central vs. Peripheral Cues

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Elaboration Likelihood Model (ELM)

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Degree of perceived relevance and personal importance accompanying the choice of a product/service in a particular context

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Involvement

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Understand choice heuristics used and provide communications that encourage brand decision

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Product Choice

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Affect-emotional reactions Behaviors-what do you do Cognitions-What you think

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Attitude Basics

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The lens through which we view the world (values, rituals etc) Dynamic, Shared or Learned

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Consumer Culture

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Economic Conditions Demographics Values Customs/Rituals Product Use and Preferences

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Global Market Variables

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-Challenge ethnocentrism and self-reference criterion: you judge things based on your own cultural upbringing/perspective -Humor and Language -Media: Understand regulations -Globalized vs. Localized

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Global Market "Ojitos"

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-Unexpected and innovative elements -Alignment with company's culture and brand -Distinct from company's past communications -Memorable and enhances knowledge of company/brand/product -Doesn't overpower the message/brand

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Good vs. Bad Creativity

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-Reciprocity -Scarcity -Authority -Consistency -Liking -Consensus

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Principles of Persuasion

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A paid, mass mediated attempt to persuade Goals: Persuade, build awareness (especially brand), delayed reaction Advantages: Reach a mass audience, cost per exposure is cheaper, effective, control Disadvantages: messages can offend people, consumers can opt out, metrics are difficult to track

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Traditional Advertising

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1) "Newness" of product 2) Meanings you want to convey 3) Non-Human 4) Type of Product: Utilitarian products (high performance risk-experts) Value (expressive, high social risk-celebs) Everyday products (low risk-"typical" customer)

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Source Decisions

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1) Imparting Knowledge 2) Shaping Attitudes 3) Attaching Emotions 4) Legitimizing the brand

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Measuring Effectiveness of Advertisements

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Pretest Evaluations Pilot Testing Post Testing

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Testing

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1) Create a message w/ social value 2) Develop an advertisement where the creative execution is: memorable, intriguing and original/different/unique 3) Place your Offline Component in highly trafficked areas 4) Incorporate your buzz/viral component into your broader IMC Campaign and across social media platforms 5) Consider possible audiences who might "help" your video go viral and invite them directly to view

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To have the best chance at going viral, THOU SHALT

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-How (much) to incorporate your brand -How to NOT make it seem like you "want" to go viral -How to convert views into visits/sales

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Issues with viral marketing

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-Can be the storefront for smaller business -Supplement to traditional media and storefronts -High interactivity and co-creative capabilities -Constantly "connected" -Spreadable -Casual Conventions -Young(er) Audiences -Low(er) promotional costs -Tracking capabilities -Target Market Selectivity

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Characteristics of the Internet in IMC

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-Increased Awareness -Increased Engagement -Enables in-depth info sharing -Increased Sales

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Online Communication Goals

question

-Highlight promos -Highlight Content -TABs and Organization -Brand (personality and values)

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Designing Websites

question

Pay to place product/brand into someone else's media vehicle. Pros

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Product Placement

question

1) Authenticity 2) Visibility 3) Connection w/ desirable celeb 4) Target market alignment 5) IMC integration (social media, cross-promotion, press release)

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Elements for Product Placement success

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1) Peripheral 2) Storyline 3) Infomercial

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Types of Product Placement

question

Marketer creates the vehicle/has entire control (help develop a new brand, introduce brand into new market)

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Branded Entertainment

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Goals: awareness, attitudes, sales Rights: lawyers are involved, more sponsors/detailed contract Metrics: Enough media impressions, stronger brand loyalty, targeted consumers in audience Types: Event, Sports, Blogs

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Sponsorship

question

Internet users will attend to messages more naturally. Brand messages come across more a part of everyday life and not as corporate manipulation

answer

Social Media vs. Traditional Advertising

question

Foster goodwill between a firm and its consitutent groups (customers, stockholders, suppliers) TODAY: PR involves the many ways to get a brand into the day-to-day conversations of key consumers. DAMAGE CONTROL

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Public Relations

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1) Promote Goodwill 2) Promote Product 3) Preparing internal communications 4) Countering Negative Publicity 5) Lobbying 6) Giving Advice and Counsel

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PR Objectives

question

-Press Releases -Feature Stories -Company Newsletters -Interviews and Press Conferences -Sponsored Events -Publicity "free" media exposure

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PR Tools

question

1) Proactive: Guided by marketing objectives, seeks to publicize a company and its brands and takes an (offensive) rather than a defensive approach 2) Reactive: Dictated by influences outside the control of a company, focuses on problems to be solved rather than on opportunities (defensive)

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PR Strategies

question

Systematic seeding of conversations between an influencer and other consumers about our brand

answer

Influencer Marketing

question

-Referent: individuals with cultural capital "cool" -Information: someone has info that you want, so you listen -Expert -Legitimate: power when acting in their roles (teachers, parents, police) -Reward: ability to give a reward for actions -Coercive: punishment for bad behavior

answer

Power of Influencers

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Goals: One-on-one communication, raise awareness Ideally for: Start-ups, companies whose target market is students Risks: Rep isn't doing what they should

answer

Brand Ambassador/Campus Rep

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1) Match between cause and company 2) Programs structure and partners: contribution structure 3) Advertising and Contributions 4) Timeline and Goals: Consider the persuasion concept of scarcity, but make sure you give enough time to raise money

answer

Cause-Related Marketing

question

Interactive marketing system that uses multiple media to generate a transaction or other measurable response at any location

answer

Direct Marketing

question

-Quantify the amount of business done with best customers -Relationship development -Reward Customers -Cross-Selling -Finding like customers

answer

Databases

question

Increased return visits, loyalty, sales, build relationships

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Frequency Programs

question

-Database -Communications Strategy: communicating about the program to potential members subsequent communications to current members -Reward Incentives

answer

Components

question

Attainable rewards, frequency of rewards, desirable rewards, easy to sign-up, good communications, personalization of communications

answer

Characteristics of successful frequency programs

question

-High # of competitors -Hard to build a competitive advantage -Frequent Purchases -Want to turn habit/variety seeking or limited purchasing consumers into brand loyalists

answer

When to use frequency programs

question

Pros: tailor message to customer, test an experiment, send variety of formats, impact is measured Cons: Cost, bad info, cluttered, unpredictable delivery dates

answer

Direct Mail and Catalogs

question

Use of incentive techniques that create a perception of greater brand value among consumers, the trade and business buyers

answer

Role of Sales Promotion

question

1) Consumer-Market: includes methods of inducing household consumers to purchase a firms brand rather than a competitors 2) Trade-Market: Aimed at motivating distributors, wholesalers and retailers to stock and feature a firms brand in their store 3) Business-Market: Designed to cultivate buyers in large corporations who are making purchase decisions about a wide-range of products

answer

3 Categories of Sales Promotion

question

Primarily aimed at eliciting an immediate purchase from a customer group

answer

SP vs. Marketing

question

-Stimulates short term demand -Encourages brand switching -Endues trial use -Promotes price orientation

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Role of Sales Promo

question

-Demand for greater accountability -Short-Term orientation -Consumer response to promotions -Proliferation of brands -Increased power of retailers -Media clutter

answer

Growing use of sales promotion

question

-Stimulate trial purchase -Stimulate repeat purchase -Introduce a new brand -Contribute to integrated marketing communication -Combat or disrupt competitors strategies -Stimulate larger purchase

answer

Objectives (SP)

question

Offers attractive enough to create excitement cut into profits, low paying customers crowd out more profitable ones, consumers control the timing of redemption

answer

Risks (SP)

question

entitles a buyer to a designated reduction in price for a product or service

answer

Coupon

question

offers consumers money off merchandise @ point of purchase

answer

Price-off deals

question

Items offered free or at a reduced price with purchase of another item 1)free-items at no cost 2)self-liquidating-require to pay most of item

answer

Premiums

question

A message placed on useful items given to consumer with no obligation

answer

Advertising Specialty

question

Consumers compete for prizes based on change

answer

Contest

question

provides consumers with an opportunity to use a brand on a trial basis with little to no risk

answer

Sampling

question

money back offer require the money back from a manufacturer

answer

Rebate

question

Ads that appear in a retail setting Objectives: draw consumers attention to a brand in a retail setting, maintain purchase loyalty among brand-loyal users, stimulate increased or varied usage of brand, stimulate trial use by users of competitive brands **Combines consumer, communication and product

answer

Point of Purchase (POP) Advertising

question

1) Knowledge of customers 2) Knowledge of company and topic 3) Knowledge of persuasive selling techniques and influences

answer

Personal Selling Knowledge Checklist

question

1) Foot-in-Door 2) Door-in-the-Face 3) Low Balling 4) Bait and Switch (illegal)

answer

Techniques of Selling

question

-Team Selling: want people to work together -Highly skilled job: commission motivates them to learn -Long time period to make sale: motivates them to stick with it

answer

Commission Salary

question

-Truth vs. Puffery vs Deception -Children -Controversial Products

answer

Ethics Issues

question

Negative attitude towards company and marketing overall

answer

Effects of Ethical Missteps

question

(one-way communication) Marketer: Create prepackaged messages, maximize reach, frequency Consumer: Allow interruption, passively view advertising, get free/low cost media programming

answer

Traditional "Interruption" Communication Model

question

(two-way communication) Marketer: Deliver opportunities for digital self-expression, brand co-creation, maximize receptivity and engagement Consumer: Brand co-creation and P2P sharing, live a socially connected digital life

answer

Web 2.0 Communication Model

question

-Increased awareness (of marketing campaigns) -Increased engagement -Building relationships -Increase/reward loyalty

answer

Objectives of Social Media

question

-Inform -Engage -Customer Service

answer

Role of Social Media Platforms

question

volume, sentiment, awareness, attention, reach, sales, individualized measures of engagement (likes, re-tweets, pins, followers, comments, shares)

answer

Measuring effectiveness of social media

question

Loyal customers, resentful customers, various detractors, activist groups, employees, the media, general public, competitors

answer

Audiences to consider for Social Media

question

Principles of Persuasion, Interactivity, Incentive, IMC integration, education, easy, brand-related, creative, one message, planning

answer

Effective Social Media Campaign

question

-Planning stage -Execution stage (educate, provide more active real time monitoring, don't switch hashtag and don't utilize twitter promoted trends) -Dealing with unruly consumers stage (accept that it is impossible to eliminate all the negative comments, focus on engaging in positive conversations)

answer

Designing a better twitter campaign

question

-Think like a reporter -Make a priority list that identifies who the most important media sources are -Offer exclusive interviews with sources that have typically not been used in the past -Build positive relationships with contacts in the media -Maintain the same policy for dealing with the media in good times and bad times

answer

Strategies for encouraging better media relations and accurate reporting

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