Advertising & IMC - Session 04
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Transcript of Advertising & IMC - Session 04
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Imagine, you manufacture sports shoes. How do you promote your shoes?
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During a single week, the video was watched more than 20 million times. And the brand attracted nearly 70,000 new fans on Facebook. And best of all, Old Spice regained its share of market lead from Axe as sales increased dramatically.
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Why was this ad
campaign so successful?
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The campaign targets female viewers, despite the product's target market being male.
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Old Spice developed their product identity through
slogan personification association
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SLOGAN
Smell like a Man, ManThe man your man could smell like
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PERSONIFICATION
The face of Isaiah Mustafa
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ASSOCIATION
The product with wealth, luxury, class, and manliness.
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Who is Johnson’s Consumer?
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Decision Maker(Influencer)
BuyerUser
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Find out a Prototype Consumer and create a Buyer’s Persona
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Marketing people constantly search for clusters of consumers
who might be better satisfied.
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Step 1: Identify people similar to AlexStep 2: Generalize Alex-es into larger market segments
This process of identifying groups of consumer with similar needs, and then combining these groups into larger segments is called Market Segmentation.
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Do you offer different products and use distinct marketing strategies for every segment?
Or do you concentrate your marketing activities on only one or a few segments?
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Step 1: Identify people similar to Buyer’s PersonaStep 2: Generalize them into larger market segmentsStep 3: Develop a mix of effective messages that can help them understand the benefits
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Behavioral SegmentationUser Status
Usage Rate
Purchase Occasion
Benefits Sought
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Sole user Semi-sole user Discount user
Aware Non-triers Trial/Rejectors
Repertoire
User Status
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Light user Medium user Heavy user (Non user)
Usage Rates
Rule of Thumb: 20 percent of all users consume 80 percent of the product
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तलब आको पिहलो हप्ता मिहना को लास्ट हप्ता
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Frequency of Need(Regular or Occasional)
Fad Seasons
Special Occasions
Purchase Occasion
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Basic Need Safety Social
Esteem Self-actualization
Benefits Sought
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geographical Segmentation
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demographic Segmentation
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World’s Cheapest Car
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Rarely can demographic and geographic criteria alone predict
purchase behavior.
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psychographic Segmentation
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The world's top I0 values (shared by people around the world)
Friendship Justice
Honesty Family
Health & fitness
Knowledge Self-esteem Self-reliance Freedom Learning
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Mercedes used the VALS to reposition its CLA model after its award-winning but ineffective television campaign
failed to result in higher sales. Using VALS, the company targeted a new "rebellious" consumer group with a new
campaign using a "breaking the rules" theme. Nothing changed but the advertising. But sales increased
60 percent in six months.
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Social Epidemics
Connecters Mavens
Salesmen
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the consumer's perception of a product as a bundle of utilitarian and symbolic values that satisfy
functional, social, psychological, and other wants and needs.
a total product concept
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1. IMC and the Product Element
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Levi's was appealing to the Environmentally Conscious Consumer
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Sale
s
Time
Introduction Growth Maturity Decline
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Ad
Mon
ey
Time
Introduction Growth Maturity Decline
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Consumer goods Products and services we use in our daily lives (food, clothing, furniture, cars)
Industrial goods Products used by companies for the purpose of producing other products (raw materials, agricultural commodities, machinery. tools, equipment)
By Market
Durable goods cars, trucks, refrigerators, furniture
Nondurable goods food, soap, gasoline, oil
Services Activities, benefits, or satisfaction offered for sale (travel, haircuts, legal and medical services, massages)
By Rate of Consumption
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Convenience goods Purchases made frequently (soda, food, newspapers)
Shopping goods Infrequently purchased items (furniture, cars, clothing, tires)
Specialty goods Products with such unique characteristics (fancy electronic equipment, special women's fashions, computer components)
By Purchase Habit
Packaged goods Cereals, hair tonics, and so forth
Hard goods Furniture, appliances
Soft goods Clothing, bedding
Services Intangible products
By Physical Description
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Fast Moving Consumer Goods (FMCG) are the ones most frequently advertised in Nepali media. They include day-to-day consumer items
like soap, detergents, shampoo, food items and packaged snacks.
Trivia
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Once an advertising person understands a product's stage in the life cycle, how it's classified, and how it's currently perceived by
the marketplace, the first strategic decision can be made: How to position the product
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Product Differentiation
Perceptible
Hidden
Induced
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Product Branding
combination of name, words, symbols, or design that identifies the product and its source and distinguishes it
from competing products.
Without brands, consumers couldn’t tell one product from another.
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Why do you prefer Branded Products?
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For consumers, brands offer instant recognition. They also promise consistent, reliable standards of quality, taste, size, or even psychological satisfaction, which adds value to the
product for both the consumer and the manufacturer.
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Companies must maintain consistency in their message by integrating all their marketing communications - from packaging and advertising to sales promotion and publicity - to maintain and reinforce
the brand's personality in a real-life context.
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Product packaging
Packaging may be a brand's one differential advantage-and it's the marketer's last chance to communicate at
the point of sale. Package designers must make the package
Exciting, Appealing, and Functional.
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JUST BECAUSE YOU ARE UNIQUE
YOU ARE NOT USEFUL
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2. IMC and the PRICE Element
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Market Demand
Production & Distribution
Cost CompetitionCorporate Objectives
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3. IMC and the Place Element
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Direct Distribution
Indirect Distribution
Intensive Distribution
Selective Distribution
Exclusive Distribution
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4. IMC and the promotion Element
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Personal Selling
Advertising
Direct marketing
Public Relations
Collateral Materials
Events
Sponsorships
Activation
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Nepal’s Smart Jeewan Campaign Wins Prestigious Rural Marketing
Association of India Award
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The Smart Jeewan (Smart Life) campaign is designed specifically to re-position family planning as a smart, healthy choice for Nepal’s young generation of young people. It is implemented both at a national scale and in select communities, where local programs
are tailored to reach marginalized groups and hard-to-reach families of migrants.
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