What steps are required in developing an advertising program
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This document outlines the steps to developing an effective advertising program. It discusses how companies like P&G and Vodafone achieved success through their ad campaigns. The first major step is to identify the target market and buyer motives. Then, companies must make five key decisions around the mission, budget, message, media, and measurement of the campaign. Finally, it provides examples of unique advertising campaigns from companies like Amul and ITC to promote their products in memorable ways.
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What steps are required in developing an advertising program?
1. Developing an effective advertising program requires 5 steps: defining the mission or advertising objective, determining the advertising budget, generating the advertising message, selecting appropriate media, and measuring the communication and sales effects of the advertising.
2. The mission sets specific communication goals and targets for the advertising campaign within a given time period, such as being informative, persuasive, or providing reminders.
3. The budget considers factors like the product's life cycle stage, market share, competition level, and frequency of advertising needed. It aims to build brand equity through investment rather than just as an expense.
What are the steps required in developing an advertising program
The key steps required in developing an advertising program are:
1. Setting objectives such as being informative, persuasive, acting as a reminder or reinforcement.
2. Deciding on an advertising budget based on factors like the product's lifecycle stage and competition.
3. Creating the advertising message and selecting the appropriate media like television, print, or film.
4. Evaluating the advertising effectiveness through metrics like reach, frequency, and impact or by examining communication effects and sales effects.
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1. Developing an effective advertising program requires 5 steps: defining the mission or advertising objective, determining the advertising budget, generating the advertising message, selecting appropriate media, and measuring the communication and sales effects of the advertising.
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What are the steps required in developing an advertising program
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2. Deciding on an advertising budget based on factors like the product's lifecycle stage and competition.
3. Creating the advertising message and selecting the appropriate media like television, print, or film.
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Preserve the luxury or extend the brand is an article which makes to think gaspard (owner of wine company in france ) that to extend the brand name or just preserve it.
Preserve the luxury or extend the brand
The Chateau de Vallois wine estate is debating whether to preserve its luxury brand or extend its reach. Gaspard, the majority owner, must decide between his traditional views and his granddaughter Claire's proposal to produce a third, more affordable wine. Francois questions if there are enough grapes and resources for a new product. The estate risks losing its negociants but could attract younger customers and extend its brand by entering a new, lower price market segment. Gaspard must determine the best path for future generations at the estate.
Preserve the luxury or extend the brand
The Chateau de Vallois wine estate is debating whether to preserve its luxury brand or extend its reach. Gaspard, the majority owner, must decide between his traditional view and his granddaughter Claire's proposal to produce a third, more affordable wine. Francois argues they lack the grapes for expansion, while Claire believes a lower-priced wine could attract young consumers and grow the brand. The estate manager Jean Paul's expertise could help determine if brand extension is feasible without compromising quality or relations with their negociant partners. Gaspard's final decision will set the family business's strategy for the future.
Assignment 4
The document discusses strategies for a minor league baseball team in Springfield with a population of 55,000. Key points:
1. The team sells single game tickets for $6 each and targets families as their market.
2. Their objectives are to understand pricing strategies and how pricing impacts auxiliary sales.
3. Their marketing plan includes community events to promote the team and create memorable experiences.
4. The executive summary states the goal is to break even in their first year over 38 home games.
Brands vs private label
This document discusses private label products and strategies for brand name manufacturers to address the threat from private labels. It notes that private label strength varies with economic conditions and brand manufacturers can influence private labels. While private labels pose a threat, an overreaction is not the solution. The document recommends that brand manufacturers invest in brand equity, innovate wisely, use fighting brands sparingly, build trade relationships, manage price spreads, exploit sales promotions, manage each category separately, and take private labels seriously to stem further private label gains in market share.
Apps or ads ASSIGNMENT 4
This document discusses the rise of mobile app usage and how it presents opportunities and challenges for advertisers. It notes that people now spend 10% of their media time on mobile devices, with 82% of smartphone time spent on apps rather than calling, texting or browsing. Games and social networks account for most app usage. The document outlines various app-based strategies advertisers can use, such as adding convenience, unique value or incentives. However, it also notes challenges in India, such as skittish consumers, lack of exclusive content and high phone costs, though mobile advertising is growing as a portion of the digital advertising market.
A brand is forever! A framework to revitalizing the declining and dead brand
Managerial actions, environmental factors, and competitive actions can all contribute to brand decline over time. However, some brands are able to be revived through strategic revitalization efforts. There are three key steps to reviving a declining brand: 1) assessing whether the brand is still worth investing in based on residual value and equity; 2) developing a long-term strategy to reposition the brand, invest in improving its image, and educate the market; and 3) correcting any past mismanagement issues by improving quality, refining the target market, and resisting urges to lower prices. With the proper diagnosis and execution of a revitalization plan, declining brands can potentially be strengthened and revived.
Goodyear - The Aquatred Launch
Barry Robins and Stanley G. Gault are discussing Goodyear's launch of their new Aquatred tire. Goodyear is a major tire manufacturer with plants around the world and is seeking to launch the Aquatred through their traditional dealers. The Aquatred has innovative wet traction features and a high mileage warranty but launching it faces challenges around proper dealer training, distribution channels, timing, and pricing/promotion strategies. Suggestions are made to optimize the winter Olympics promotion, expand distribution carefully, market aggressively in rainy areas, and avoid discounts to protect the brand image.
Gino SA distribution channel management
Gino SA manufactures burners and sells through distributors. Its largest distributor, Jinghua, opposes a direct sales offer from Feima, a boiler company. Gino's marketing manager must decide whether to accept Feima's offer and risk upsetting Jinghua, or maintain the distributor relationship. The document analyzes alternatives like declining Feima, accepting them through Jinghua, or developing Feima as an OEM partner. It concludes the best option is accepting Feima as a customer through Jinghua to increase sales while strengthening distributor relationships and reducing their bargaining power.
A brand is forever!a framework for revitalizing declining and dead brands
A brand's equity and power lies in its relationship with consumers. Over time, a brand's equity can decline due to various factors, leading to its demise. Some common reasons for brand decline include compromised product quality, brand neglect, inability to stay relevant to the target market, and failure to evolve with consumer preferences. To revitalize a declining brand, managers should address prior mismanagement issues, re-establish product quality, reinvigorate brand messaging and positioning, and reconnect with the target consumer base. Correcting past mistakes is key to restoring a brand's vitality.
What are brands good for?
Brands are no longer the focal point of marketing in the era of disaggregation. Segmenting customers based on their individual needs and communicating with them directly through personalized channels allows marketers to be more responsive. This approach builds deeper relationships through two-way communication rather than one-size-fits-all branding. As a result, brands now play a supporting role by delivering their value proposition to targeted consumer segments rather than acting as individual stars.
Assignment 3
The document discusses Goodyear's launch of the Aquatred tire, which features an innovative tread design to improve wet traction. It raises issues around whether the Aquatred is the right product given competition from other tire brands. It also questions if launching during the upcoming winter Olympics is the right timing due to potential supply bottlenecks. Additionally, it debates the risks and benefits of expanding distribution channels and whether the new channels should sell the Aquatred.
Gino case study
Gino Burner Co. is a leading burner manufacturer based in France that wants to expand its market share in China. It currently distributes products through distributors like Jinghua. A new opportunity arose with Feima proposing to be an OEM customer, but this could damage relations with Jinghua. Two alternatives were considered: 1) maintaining relationships with distributors or 2) signing a deal directly with Feima. Financial analysis showed the Feima deal would boost revenue and profits for both Gino and Jinghua. Thus, alternative 2 of directly supplying Feima while offering discounts to Jinghua was recommended to penetrate the industrial segment and meet growth goals in China.
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A brand is forever! A framework to revitalizing the declining and dead brand
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- 2. WHAT LED TO VODAFONE’S GREAT SUCCESS WITH ITS AD CAMPAIGNS
- 3. HOW HAS P&G ACHIEVED DOUBLE DIGIT SALES GAINS
- 4. THEY HAVE ONEONE COMMON ASPECT
- 5. BOTH P&G AND VODAFONE DEVELOPED AN EFFECTIVE ADVERTISING PROGRAM
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- 7. THE FIRST MAJOR STEP IS…….
- 8. IDENTIFY THE TARGET MARKET AND BUYER MOTIVES
- 9. THEN MAKE THE 5 MAJOR DECISIONS: “THE FIVE M’s”
- 11. LET US HAVE A LOOK AT SOME UNIQUE ADVERTISING CAMPAIGNS!!!
- 12. CAMPAIGN TO PREVENT HIV/AIDS BULADI,THE MASCOT!!!!
- 13. BINGO POTATO CHIPS ITC used a unique medium to promote Bingo potato chips among travelers
- 15. SO WHENEVER YOU’RE STUCK IN THE MIDDLE OF DESIGNING AN ADVERTISING CAMPAIGN…..
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