Adv 435 ch 1

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Adv 435 ch 1

  1. 1. ADV 435 Ch 1<br />ADVERTISING CAMPAIGNS<br />
  2. 2. ADVERTISING CAMPAIGNS<br /><ul><li>WHERE HAVE WE BEEN
  3. 3. WHERE ARE WE NOW
  4. 4. WHERE ARE WE GOING
  5. 5. HOW DO WE GET THERE</li></li></ul><li>OVERVIEW:CAMPAIGN = CONTINUITY<br />
  6. 6. OVERVIEW:STRATEGY =<br />PROVIDE COMPETITIVE ADVANTAGE<br />
  7. 7. MARKETING CONCEPT<br />THE FOUR P’S<br /><ul><li>PRODUCT
  8. 8. PRICE
  9. 9. PLACE
  10. 10. PROMOTION</li></li></ul><li>FOUR P’S<br /> RIGHT PRODUCT = SATISFIES WANTS & NEEDS<br />
  11. 11. FOUR P’S<br /> RIGHT PRICE = PROVIDES VALUE <br />
  12. 12. FOUR P’S<br /> RIGHT PLACE = CONVENIENCE<br /> - EASE OF ACCESS<br /> * ONLINE<br /> * PHONE<br /> - PROXIMITY<br /> * GEOGRAPHIC<br /> * VARIETY OF LINES <br />
  13. 13. FOUR P’S<br /> RIGHT PROMOTION = TARGETING<br /> - ZIP CODES – PRINT/MAIL<br /> - AREA CODES - TEXTING<br /> - MASS – GAMES, TV, RADIO <br />
  14. 14. Consumer Orientation<br />Give customers what they:<br /> - want<br /> - need<br />
  15. 15. MARKET SEGMENTATION<br /> MOST LIKELY TO BUY:<br /> - WHO<br /> - WHY<br /> - WHERE<br />
  16. 16. MARKET SEGMENTATION<br /> Brand for every segment:<br /> P&G: Crest, Tide<br /> GM: Chevy, Buick, Caddy, GMC<br /> Coca-Cola: Reg/Diet, Caf/Caf free<br /> flavors<br />
  17. 17. NICHE MARKETING<br /> - NARROW SEGMENT<br /> - NARROW PRODUCT LINES<br /> (BUT DEEP)<br /> - TOYS ‘R US<br /> - BED BATH & BEYOND<br /> - VICTORIAS SECRET<br />
  18. 18. MASS CUSTOMIZATION/PERSONALIZATION<br /> -CARS WITH SELECT INTERIORS<br /> (EDDIE BAUER)<br /> - TGI FRIDAYS SELECT COMBOS<br /> (JACK DANIELS)<br /> - SKINS ON CELL PHONES<br />
  19. 19. COMMUNICATION CONCEPT<br /> - CREATE<br /> - INFORM<br /> - EDUCATE<br /> - CONVEY VALUE<br /> - BUILD/MAINTAIN IMAGE<br />
  20. 20. COMMUNICATION CONCEPT<br /> CREATE MESSAGES IN TERMS OF CUSTOMERS:<br />NEEDS<br />WANTS<br /> INTERESTS<br /> PROBLEMS<br />
  21. 21. ADVERTISING CAMPAIGN CONCEPT<br />PLAN<br /> CONSISTENCY<br /> GOALS<br />
  22. 22. ADVERTISING CAMPAIGN CONCEPT<br />PLAN PLAN PLAN<br /> PLAN PLAN PLAN<br />PLAN PLAN PLAN PLAN<br />PLAN PLAN PLAN PLAN<br />PLAN PLAN PLAN PLAN<br />
  23. 23. ADVERTISING CAMPAIGN CONCEPT<br />CONSISTENCY AMONG ELEMENTS:<br /><ul><li>TV SALES PROMO
  24. 24. RADIO PR
  25. 25. PRINT SOCIAL
  26. 26. OUTDOOR DIGITAL
  27. 27. WEB DIRECT MAIL</li></li></ul><li>ADVERTISING CAMPAIGN CONCEPT<br />INTERRELATED GOALS<br /><ul><li>DEFINES THE AD CAMPAIGN
  28. 28. PROVIDES CONTINUITY AMONG MESSAGES</li></li></ul><li>STRATEGIC PLAN<br /><ul><li>EXECUTIVE SUMMARY
  29. 29. ORGANIZATION MISSION
  30. 30. STRATEGIC ANALYSIS
  31. 31. LONG TERM OBJECTIVES
  32. 32. STRATEGY
  33. 33. TACTICS/PROGRAMS
  34. 34. FINANCIAL
  35. 35. PROJECTIONS
  36. 36. BUDGET</li>

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