ADV 350

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Marketing Objectives: -sales
-market share
-financial
Situation Analysis: -brand performance(now/past)
-competitive analysis
-SWOT
Marketing Strategies: -Increase sales-how?
-enlarge userbase of brand
-increase brand usage of current users
-target consumer identification
Advertising Objectives: -inform
-persuade
-remind
AIDA MODEL: awareness 75%
interest 50%
desire 35%
action 15%
Media Objectives: -target audience(primary/secondary)
-scale of campaign
-communication goals
(reach, frequency, effec.reach & frequency, ad cycles)
-time frame

criteria:specific,realistic and assesable (measureable)
Target Audience: -demographics
-product category usage
-brand usage (sole users, primary users etc..)
-simmons choices 3
VALS: Values and Lifestyles
-consumers should be segmentated on the basis of enduring personality traits
-by using psychology to analyze and predict consumer preferences and choices VALS created an explicit link between personality traits and purchase behavior
PRIZM: geodemographic
-62 neighborhoods lifestyles clusters
-based on similar demographics and consumer behavior
-matched with geocode
OSTROW MODEL: -model for setting effective frequency
- factors to consider:
Market factors
copy factors
media factors
-subjective assesment of these factors to derive an optimal level of frequency
Percentage of Sales: Budgets as a % of previous years sales or profit

PROS & CONS:
easy to manage/understand
self correcting
not logical
assuming a direct, linear relationship btw sales and ad spending
*use industy average*
Competitive Spending: setting the budget in considering of the amount of competitors ad spending

PROS & CONS:
competition is considered
comp. may have diff. goals
comp. may not know what they are doing
*AD$SuMMARY*
What we can Afford: subjective decision as to amount of ad spending

PROS & CONS:
management knows the industry and company, now and then.
less scientific and could be conservative or radical
Objective and Task: setting ad and media objectives and then estimate the cost of achieving the objectives; cost is budget

PROS & CONS:
reasonable and logical
difficult to estimate how much is enough
cost could be too high
Experimentation: testing various levels of ad spending to figure out optimum

PROS & CONS:
empirically based
market situation changes
high costs
subject to interference of competitors
Seasonality of Sales: -sales are not even across months
-diagram the volume of sales by month to view the sales seasonality
-factors to consider include pre-purchase search, actual purchase and post purchase evaluation
-media planners always determine the timing of advertising to optimize return on investment
SCHEDULING METHODS: -timing is essential
-3 basic scheduling methods
continuity
flighting
pulsing
Continuity: schedule advertising on regular basis

PROS & CONS:
-remind consumers continulously
-ads cover entire purchase cycle
-possible to take volume discount
-not good for small budget
Flighting: schedule advertising in an intermittent pattern

PROS & CONS:
- good for small budget
- concentrated on high sales per
- combat competition with heavy ads
- subject to threats from competition
Pulsing: combonation of continuity and flighting

PROS & CONS:
-represents best of both worlds
-may not be good for all products
-depends on seasonality of sales
Research Patterns BLITZ PATTERN: continuity
(box)
WEDGE PATTERN: starts out intense and fades
REVERSE WEDGE: starts out weak and goes to intense
SHORT FAD PATTERN: increased adv/intense then when it hits peak, stop adv and drops.
Geographic Terms METROPOLITAN STATISTICAL AREA (MSA): -defined by US govt
-metro area
-consist of major city and neighboring counties
DESIGNATED MARKET AREAS: -210 DMA in total
-counties are exclusively assigned to the market w/highest tv viewig
-top 10:
NY,LA,CHI,PHILLY,SANFRAN, OAKLAND,BOSTON,DALLAS,DC,DET,ATL
-Lansing.EL 107th
Brand Development Index (BDI): numerical display showing geographic areas of a brand relative strength or weakness
DATA NEEDED:
brand sales by market and total brand sales in all markets
Category Development Index (CDI): numerical display showing geographic areas of a prodct categorys relative strength or weakness
DATA NEEDED:
category sales by market and total category sales in all markets
BDI AND CDI EQUATIONS: BDI= % brand sales in mkt/
% of population in mkt X100

CDI= % category sales in mkt/
% of population in mkt X100
Defensive Strategy: allocae more $ to the markets where brand performance is above average
Offensive Strategy: allocate more $ to the markets where brand performance is below avg but sales potential high
COMPETITIVE TOOLS Competitive Media Reports (CMR): -expansive list of media
-tracks million brands, 15 categories
-provides program by program estimation $ spent and ratings network and cable tv
-spending info in top 100 media markets
-tracks outdoor, print and internet
COMPETITIVE TOOLS Adviews (nielson market research): -doesnt cover international print/business
-covers freestanding inserts (CMR DOESNT)
Share of Voice (SOV): media spending of your brands and competing brands in a given media category
-takes into account actual delivery for each medium draws distinction btw tv & print
Media Mix Analysis: Mass media
-Used to create or build brand awareness and attitude for a long-term effect

Direct response media
-Focuses on behavioral response, either direct inquiry or direct sales

POP media
-Reach the prospect at the point-of-purchase
Opportunities for the consumer to experience samples
Primary and Seconday Media: Primary media
-To accomplish both the brand awareness objective and brand attitude objective

Secondary media
-To address one aspect of the objective, such as coupons or direct mail of free samples
RADIO: Pros
-Can target by station
-High frequency
-Excellent for mobile population
-Low production and media cost

Cons
-Small audiences
-Command no full attention
-Expensive to attain high reach
NEWSPAPER: Pros
-Timeliness
-Convey detailed copy
-Wide variety of ad sizes
-Excellent geography flexibility

Cons
-Limited ability to target demographically
-Mediocre reproduction quality
MAGAZINES: Pros
-Ability to match ads with editorial
-High reproduction quality
-Excellent for detailed copy
-Reach narrow target audience

Cons
-Long lead time
-Uneven market-by-market coverage
DIRECT MAIL: Pros
-Good to reach specific targets
-Customized ad messages
-Ability to use long copy
-Measurable response

Cons
-Low response rate
-Rising cost and high CPM
INTERNET: Pros
-Various creative options
-Reach an active audience
-Electronic word of mouth
-Quick response

Cons
-Always innovative to work
-Audience data less accurate
EVENTS: Pros
-Unmediated communications
-High involvement
-Multi-sensory exposure

Cons
-High costs
-Limited reach
Vehicle Selection QUANTATIVE: those can be measured and estimated numerically
-audience ratings
-ontarget ratings
-audience duplication w/other vehicles
-geographic coverage
-cost efficiency
Vehicle Selection QUALITATIVE: -those primarily judgemental
-characteristics of a medium that may enhance the effectiveness of an ad
-reputation
-editorial environment
-position
-reproduction quality
-added values
Reach Rule: -high frequency, buy many competiting vehicles and place one or only few ads in each vehicle
-competiting vehicles loss opportunity -->reach max
Frequency Rule: -increase frequency, buy multiple insertions in few non competing vehicles
-buy ad space frequently in daily paper (month mag)
Reach and Frequency Rule: -Buy multiple insertions in a moderate number of reasonably big, competing vehicles
-Requires a bigger budget because of a reverse relationship between reach and frequency give a fixed budget
Cost Rule: -Among the vehicles that deliver desired reach and frequency, most efficient vehicles are selected, assuming similar qualitative factors
-CPM and CPP are used to compare the cost of vehicles
What to Evaluate?: -Exposure
-Awareness
-Comprehension
-Conviction (convincing)
-Action
How to Evaluate?: -Surveys
-Observation
-Tracking (shopperID, nielson)
-Feedback (coupons, direct mail..etc)

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