• Like
Adv 435 ch 1
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

Adv 435 ch 1

  • 95 views
Published

 

Published in Education
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
95
On SlideShare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
0
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

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