Advertising Lecture Consumer and Marketing 101309

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Advertising Lecture Consumer and Marketing 101309

  1. 1. Anatomy of Advertising Consumer Behavior and the Marketing Function M. Larry Litwin, APR, Fellow PRSA 1 © 2009 Or… A basic understanding of the Advertising Profession 2 1
  2. 2. Portions taken from… 3 Portions taken from… 4 2
  3. 3. Types of Markets • A market is a particular type of buyer. • Share of market is the percentage of a product category’s total market that buys a particular brand. 5 Ads for Four Types of Markets • Which is which? – Consumer – Business-to- Business – Institutional – Channel • How are the four ads different? • How are they the same? 6 6 3
  4. 4. Marketing 101 Determine what people need (and want) and give it to them. 7 Marketing • The exchange of goods and services from manufacturer to consumer. • Strategies that employ the various elements of the marketing mix to achieve marketing objectives. 8 4
  5. 5. Marketing Mix • A plan that identifies the most effective combination of promotional activities (IMC). • The goal is to achieve synergy. 9 Synergy’s Parts • Advertising • Product itself* • (Sales) Promotion* • Packaging* • Public Relations* • Policy* • Direct Marketing • Politics* • Cause Marketing • Mind Share • Sponsorship (Brainstorming – (Partnering) Marketing Intellectual • Positioning (Place)* Property) • Personal Selling* • Brand Identity • Price* • Interactive * Litwin’s 9 P’s of Marketing 10 5
  6. 6. Integrated (Holistic) Marketing • Focused on better coordinating all marketing efforts to maximize customer satisfaction. • All areas of the marketing mix work together to present the brand in a coherent and consistent way. • The goal is to manage all the messages delivered by all aspects of the marketing mix to present a consistent brand strategy. 11 Ogilvy’s Advertising Tenets • Here are some advertising tenets that David Ogilvy offers: – “Never write an advertisement you wouldn’t want your own family to read.” – “The most important decision is how to position your product.” – If nobody reads or looks at the ads, “it doesn’t do much good to have the right positioning.” – “Big ideas are usually simple ideas.” – “Every word in the copy must count.” 12 6
  7. 7. Defining Modern Advertising 13 Advertising 101 • Paid • (Non) personal communication • From identified sponsor • Using (mass) media • To persuade or influence • Audience (Paid – Controlled) 14 7
  8. 8. Federal Trade Commission 15 Reaching the Desired Outcome • Attitude • Opinion Education > Knowledge > Attitude > Behavioral Change > Output = Desired Outcome 16 8
  9. 9. Litwin’s 9 P’s of Marketing = Synergy • Product • Public Relations • Place (Positioning) • Personal selling • Price • Policy • Promotion (Sales) • Politics • Packaging 17 Advertising is Synergy 18 9
  10. 10. 19 You Talk – We Listen Hearing vs. Listening There is a reason why we have two ears and one mouth – we must listen twice as much as we speak. 20 10
  11. 11. Audiences (ISPR) or [IFPR] • Identify • Segment/Fragment • Demographically • Psychographically • Geodemographically • Behavioristically • Benefits • Profile • Rank – Audience Power Structure • Elite (Key Communicators) • Pluralistic or Diffused • Amorphous/Latent 21 Demographics – Play 4-6 The vital statistics about the human population, its distribution and its characteristics (age, gender, income, education, etc.). Used for audience segmentation and fragmentation. 22 11
  12. 12. Psychographics – Play 4-7 Psychological characteristics many times determined by standardized tests. Used for audience segmentation and fragmentation. Any attributes relating to personality, values, attitudes, interests or lifestyles. They are also called IAO variables (for Interests, Attitudes and Opinions). Combined with demographics and geodemographics, psychographics play a key role in strategic planning. 23 Geodemographics – Play 4-8 A contraction of geography and demographics. A method of combining geographic and demographic variables. The demographics of individu-als or groups who reside in the same geographic area or region. 24 12
  13. 13. 25 26 13
  14. 14. Consumer Decision Process Low Involvement • Need Recognition • Evaluation of Alternatives • Purchase Decision • Post-purchase Evaluation 27 Consumer Decision Process High Involvement • Need Recognition • Information Search • Evaluation of Alternatives • Purchase Decision • Post-purchase Evaluation 28 14
  15. 15. Can it be said that the brand decision process is the same for both low and high-involvement decisions? Yes No 29 Can it be said that the brand decision process is the same for both low and high-involvement decisions? a) Yes b) No 30 15
  16. 16. Strategic Message Commercial Persuasion Or Public Relations “The establishing of reciprocal understanding between an individual (advertiser) and a group.” Edward Bernays 31 Superior tactics cannot overcome a flawed (business) strategy. 32 16
  17. 17. Public Communication • Public communication is at the heart of our economy, society and politics. Studios use it to promote their films. Politicians use it to get elected. Businesses use it to burnish their image. Advocates use it to promote social causes. • It is a field built on ideas and images, persuasion and information, strategy and tactics. No policy or product can succeed without a smart (strategic) message targeted to the right audience in creative and innovative ways at the ideal time using the proper channel. The ability to communicate this way – to communicate strategically – is what Public Communication is all about. 33 MAC Triad M +P+T A C M=Message A=Audience C=Channel P=Purpose T=Timing 34 17
  18. 18. MAC Triad Plus cont. • Informization – Disseminating information (message) to target audience through the proper channel at the best possible time. 35 Through targeting – an advertiser can: • Design specific communication strategies to match audience needs and wants • Best select the right media 36 18
  19. 19. 7 C’s of Communication • Credibility • Context • Content • Clarity • Continuity and Consistency • Channels • Capability 37 Advertising is Synergy 38 19
  20. 20. Synergy The whole is greater than the sum of its parts or The whole works better than any one of its parts. [To achieve our goal, we should achieve synergy.] 39 Ad Clutter 40 20
  21. 21. Ad Clutter 41 42 21
  22. 22. Diffusion Process – AITEA/R • Create AWARENESS • Generate INTEREST • Encourage TRIAL • EVALUATION • ADOPTION/Rejection 43 AIDA • Create ATTENTION • Generate INTEREST • Develop DESIRE • Initiate ACTION 44 22
  23. 23. Emerging Marketing Strategies • Relationship Marketing • Permission Marketing • Experience Marketing • Guerilla Marketing • Digital Marketing • Viral Marketing • Mobile Marketing • Social Network Marketing 45 Consumer behavior can be best described as: a) How individuals or groups select, purchase, use, or dispose of products b) Why individuals or groups select, purchase, use, or dispose of products c) The process of satisfying needs and wants through purchase d) Communicating needs and wants through advertising 46 23
  24. 24. Consumers can be defined as: a) Specific types of people who buy a particular type of brand or product or patronize a specific type of store b) The target locations to place the advertising message c) Those consumers who have little to no response to advertising messages d) People who buy or use products or adopt ideas that satisfy their needs and wants 47 In reality, customers are specific types of consumers a) True b) False 48 24
  25. 25. In reality, customers are specific types of consumers a) True b) False 49 Is it accurate to say that buyers may not be the users and users may not be the buyers? a) Yes b) No 50 25
  26. 26. Is it accurate to say that buyers may not be the users and users may not be the buyers? a) Yes b) No 51 Social influences on consumer decisions may include: a) Perception, learning, motivation, attitude, and personality b) Social class, reference groups, family, and demographics c) Frequency and innovativeness of brand usage d) Placement of advertising message in geographic location 52 26
  27. 27. Psychological influences on consumer decisions may include: a) Perception, state of mind, needs, wants, motivations, and attitudes b) Social class, reference groups, age, family status, and demographics c) Frequency and innovativeness of brand usage d) Placement of advertising message in geographic location 53 In many product categories, a small number of users may buy a large percentage of the products a) True b) False 54 27
  28. 28. In many product categories, a small number of users may buy a large percentage of the products a) True b) False 55 Market segmenting means all but: • Targeting the most profitable prospects • Dividing the market into groups of people who have similar characteristics • Key characteristics make groups more alike than different • Key characteristics define how groups are different from others 56 28
  29. 29. Are niche markets really just sub-segments of more general markets? a) Yes b) No 57 Are niche markets really just sub-segments of more general markets? a) Yes b) No 58 29
  30. 30. Emerging Marketing Strategies • Relationship Marketing • Permission Marketing • Experience Marketing • Guerilla Marketing • Digital Marketing • Viral Marketing • Mobile Marketing • Social Network Marketing 59 Strategy • The logic and planning behind the ad that give it direction and focus • Advertisers develop ads to meet objectives • Advertisers direct ads to identified audiences • Advertisers create messages that speak to the audience’s concerns • Advertisers run ads in the most effective media to reach the audience 60 30
  31. 31. Superior tactics cannot overcome a flawed (business) strategy. 61 How Agency Are Paid • Commissions – A percentage of the media cost • Fees – Hourly fee or rate plus expenses and travel • Retainers – Amount billed per month based on projected amount of work and hourly rate charged • Performance-based – Based on percentage of sales or marketing budget • Profit-based – Greater risk if campaign doesn’t have desired impact • Value Billing – Based on value of creative strategy or ideas 62 31
  32. 32. Questions ??? M. Larry Litwin, APR, Fellow PRSA larry@larrylitwin.com www.larrylitwin.com © 2009 63 32

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