2. a) How are we doing with the
Valio assignment 2?
b) Lecture syllabus: “Cornerstones of
Strategic Planning II”
1. Communication and media
strategies
2. Communicating value in a
differentiating way
3. Optimizing the marketing and
media mix
Curriculum
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4. 1. Identifying and selecting the target audience
2. Determining how the target audience
behaves in the category
3. Determining the best positioning for
the brand
4. Developing a media strategy…
5. Setting a media strategy…
Strategic planning process
(Percy & Elliott.)
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5. • “People don’t want to buy a quarter-inch drill. They
want a quarter inch hole.” (Levitt.)
• 90% of product launches fail every year
• Averaging and likelihoods may kill – one size fits all?
• All the jobs have a social, a functional and an
emotional dimension
• The job, not the customer, is the fundamental
unit of analysis
Purpose brands (Christensen & Cook & Hall.)
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6. • Job-defined markets are generally much larger
than product category –defined markets
• What makes Virgin successful then??
• Vague and hollow brands
• Extending brands
Purpose brands (Christensen & Cook & Hall.)
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7. • Communication effect choices
1. Category need
2. Brand awareness
3. Brand attitude
4. Brand purchase intention
Communication strategy
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9. • Brand awareness and attitude always included
• Brand awareness classifications
• Recognition: reminder of the need
• Category need at the point of purchase
• Recall: reminder of the brand
• Brand awareness before the purchase
Communication strategy
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10. • Brand attitude is always relative
– Closely related to positioning
– Knowing: cognitive and belief based
– Feeling: affect and feeling based
– Challenging industry conventions:
http://www.youtube.com/watch?v=Fg_YS8rLwMg
Communication strategy
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12. • Based on communication objectives
• Special attention to the processing requirements
of brand awareness and brand attitude strategy
• Reach – coverage
• Frequency – exposure
• Opportunities to see (OTS)
• Gross Rating Points (GRPs):
90% > OTS 2 = 180
• 45% > OTS 4 = 180
Media strategy
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13. • Minimum effective frequency
• Visual needs
Media strategy
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15. • Traditionally message effectiveness is believed to
increase at low levels of repetition and then to
decrease as message repetition increases
• Curvilinearity
• Wearin effect – learning
• Wearout effect – boredom, less opportunity to learn
Brand familiarity and advertising
repetition effects (Campbell & Keller.)
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16. • Familiar vs. unfamiliar brands
• Unfamiliar brands wear out faster than familiar
brands: decreased advertising effectiveness at
lower levels of repetition
• Unfamiliar brands are processed more
extensively with repetition than ads for familiar
brands
• Unfamiliar: learning focus
• Familiar: updating focus
Brand familiarity and advertising
repetition effects (Campbell & Keller.)
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17. • Tactic (in)appropriateness mediates the effects of ad
repetition and brand familiarity on message
effectiveness
• Strong brands beneficially affect communication
effectiveness
– Postponing the onset of advertising wearout
Brand familiarity and advertising
repetition effects (Campbell & Keller.)
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18. • Unfamiliar brands need to build familiarity but
meanwhile they may benefit from showing a variety of
messages and increasing message content and
complexity in order to avoid wearout
Brand familiarity and advertising
repetition effects (Campbell & Keller.)
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19. • When does it make sense to use
an untrustworthy
expert?
• Edelman 2010
Spokesperson trustworthiness
(Priester & Petty.)
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20. Thank you –
Take it further at our
Facebook group
Lecture II 9.11.2010
Adjunct Professor of Practice
Pekka Mattila, D.Soc.Sc.
22.11.2010
