MKT 455 Many factors affect sales. Marketing Strategy Advertising - - PDF document

1

MKT 455

Marketing Strategy Promotion Strategy

MKT 455

Marketing Strategy

Advertising Objectives

MKT 455

Marketing Strategy

Sales-Related Objectives Advertising to Sales relationship not well understood. Many factors affect sales. Advertising can have “lagged effect.” Still commonly used because advertisers demand it.

Advertising Objectives

MKT 455

Marketing Strategy

Sales-Related Objectives Communications Objectives Awareness Knowledge Liking Preference Purchase Affective Cognitive Behavioral

Advertising Creative Strategy

MKT 455

Marketing Strategy

An attention getting and catalytically relevant representation of the brand position that is generated in a form detailed enough to be executed and tested, and amenable to multiple executions. Creative Strategy: Definition of Creativity in Advertising Advertising Creative Capable of speeding the decision process of consumers. MKT 455

Marketing Strategy

An attention getting and catalytically relevant representation of the brand position that is generated in a form detailed enough to be executed and tested, and amenable to multiple executions. Creative Strategy: Definition of Creativity in Advertising Advertising Creative Advertising must be consistent with the larger brand strategy.

Advertising Creative Strategy

MKT 455

Marketing Strategy

An attention getting and catalytically relevant representation of the brand position that is generated in a form detailed enough to be executed and tested, and amenable to multiple executions. Creative Strategy: Definition of Creativity in Advertising Advertising Creative Advertising copy testing (pre and post) is essential.

Advertising Creative Strategy

2

MKT 455

Marketing Strategy

An attention getting and catalytically relevant representation of the brand position that is generated in a form detailed enough to be executed and tested, and amenable to multiple executions. Creative Strategy: Definition of Creativity in Advertising Advertising Creative A good idea can generate numerous commercials.

Advertising Creative Strategy

MKT 455

Marketing Strategy

Creative Strategy: Definition of Creativity in Advertising Advertising Creative

Advertising Creative Strategy

An attention getting and catalytically relevant representation of the brand position that is generated in a form detailed enough to be executed and tested, and amenable to multiple executions. MKT 455

Marketing Strategy

Advertising Creative Creative Strategy: Evaluation of Creative 1. clear identification of sponsor and product 2. clear communication of product benefit and/or offer 3. clear link to marketing strategy (image consistency) Must have 4. memorability or psychological impact 5. clear instructions to the interested audience Nice to have

Advertising Creative Strategy

MKT 455

Marketing Strategy

Advertising Creative Creative Strategy: Importance of Good Creative

Product Trial

Low High Low High

Schedule Intensity

Highly Positive Attitude Moderately Positive Attitude Weakly Positive Attitude

Advertising Creative Strategy Advertising Media Strategy

MKT 455

Marketing Strategy

Advertising Creative Advertising Media Media Selection Image Consistency Target Accessibility and Use Cost per Thousand (CPM) CPM = Total Cost of Media Schedule Gross Impressions × 1000 Impression: one exposure one time to one person (more later)

Advertising Media Strategy

MKT 455

Marketing Strategy

Advertising Creative Advertising Media Media Selection Image Consistency Target Accessibility and Use Cost per Thousand (CPM) Information Availability (Issue with Digital Media)

3

MKT 455

Marketing Strategy

Advertising Creative Advertising Media Media Selection Message Distribution Reach Versus Frequency

Reach Frequency

Relationship Between Reach and Frequency

Advertising Media Strategy

MKT 455

Marketing Strategy

Advertising Creative Advertising Media Media Selection Message Distribution Reach Versus Frequency

Advertising Media Strategy

Frequency Outcome Variable

Frequency Response

Unitary Response

MKT 455

Marketing Strategy

Advertising Creative Advertising Media Media Selection Message Distribution Reach Versus Frequency GRPs

Advertising Media Strategy

Gross Rating Points Summary measure of schedule intensity Need three pieces of information Gross Impressions Average Frequency Reach (percent or rating) MKT 455

Marketing Strategy

Advertising Creative Advertising Media Media Selection Message Distribution Reach Versus Frequency GRPs

Advertising Media Strategy

Digital Media Metrics Hits versus Page Views Clickthrough Rate Abandonment Rate