Promotion Flashcards
Advertising Plan steps
- Situational analysis (5C)
- Advertising objectives
- Budgeting
- Message strategy and tactics
- Media strategy
- Evaluation
promotion objective
- To increase awareness
o Maintaining
o Top-of-mind awareness is represented by the brand listed - Change consumer beliefs or attitudes about its brand
- Influence purchase intent
- Stimulate trial use
- Convert one-time users
- Switch consumers from competing brand
- To increase sales
Types of budgeting for ad
Percentage of sales
- Easy to use
- Issue is when sales are decreasing budget with auto decline
- Can result in over spending
Share of market/share of voice
- Often used when a new product is introduced
- Monitor what competitors spend and spent based on market share you are in
Objective and task
- Best
- Relevant goals are specified
Marketing Strategy
Message strategy = what you which to say to consumers
o Keeping in mind TA and communication objectives
o What is major brand promise?
o Needs to be
Should differentiate you from competition
Strongest thing you can say about your product or service
Marketing tactics
Message tactics = how to say it
Two ways
Creatively – stand out against clutter
* Two dimensions newness and usefulness
* Tips = exaggerate or reverse the logic, or absurd associations
Specific execution tactics (humor fear…) which is tailored to objectives
- ^^^^^^^AIDA = Attention, interest, desire, action
Competitive message strategy approaches
Unique selling proposition
o Promotes tangible, physical differentiation
o Why should select you
- Brand image strategy
Differentiate your brand at the level of image
Brands symbolic value
Kind of like USP but message is image not function
Useful in categories where there is few physical differences
- Emphasizing product category benefits (not brand but category)
o Boosting primary demand for category
o Ex: Got milk
- Message execution tactics and best type
o Humor
Geta attention
o Sex
o Comparative
o Fear
o No tactic is better
zero moment of truth
- Consumers now have unlimited resources for research, fact checking, price comparison
- Ex skincare misses the touch point now
Old consumer decision journey
- Many brands
- Fewer brands
- Final choice
- Buy
New consumer decision journey (loop)
- Outer circle
o Consider evaluate - Inner circle (loyalty loop)
o Bond
o Advocate
o Enjoy
o Buy
how brand can participate in online research process
- Genuine product reviews from 3rd party sites
- Organic social media strategy
- Implement strong blogging strategy
responding to customer reviews
- Responding to customer reviews
1. Address positive online review with generic short response
2. Delay responses to + reviews
3. Respond to all negative online reviews
4. Address negative online review by providing a tailored solution to specific complain
5. Respond quick to negative reviews
strategies to listen to customers
Private communication
Focus groups
Brand monitoring
Blogs, internet
Search marketing
- SEM = search engine marketing
o By purchasing ads on search engines - SEO= process of improving increasing the visibility of a site for relevant searches organically
SEM Vs SEO
Cost
Pay per click
No direct cost just creating website costs
Result
Immediate as its paid
Takes time as its is organic
Visibility
Show to select TA
Shown to anyone searching keywords
Search results
Shown as ad
Shown as organic = more trusted
When to use
When quicker results are required
Long term impact brand building
