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27 Cards in this Set
- Front
- Back
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campaign process
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developing a marketing communications plan
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process orientation
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thinking of campaign as a series of steps focusing on the interrelationship of the elements
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marketing concept
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philosophy of how to do biz, provides decision makers w framework for plan/develop
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types of marketing concept
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consumer orientation
market segmentation niche marketing mass customization |
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campaign outline
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where are we
why are we here where could we be how could we get there are we getting there |
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where to start research
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company
consumer |
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situation analysis
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company, consumer, market analyses
product/competitive analyses SWOT brand audit brand contact audit prob and opps approach |
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company analysis includes:
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sales and profits
internal info (mission culture, ambition, etc) external info (industry/economy) |
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consumer analysis
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who they are
how they use product why they buy what they look for how they look at life |
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VALS
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ideals motivated
achievement self-expression |
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account planning
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system to manage flow of info to develop marketing campaigns
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competitive analysis
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identify options
product comparisons double check prices & dist. |
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brand equity
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value used to persuade consumers to buy product
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four ways to increase sales
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get current users to continue use
use more of the product find new uses for product find new users |
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unit oriented
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each unit that performs a tak, must be able to complete independently
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building the brand
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using unconventional approaches to better associate brand name with intangible value
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building brand loyalty steps
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awareness
acceptance preference insistence |
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3 elements of a campaign/creative strategy
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strategic focal point
positioning big unifying idea |
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optional elements of creative strategy
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slogans
taglines trade characters |
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preemptive claim
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predicts/upstages competition by showing a point of difference
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USP
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unique selling proposition
distinct competitive advantage |
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brand image strategy
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factors not inherent to brand
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product positioning
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carving out a niche relative to competition
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resonance approach
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relies on fond/positive memories
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affective strategy
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seeks to form emotional attachment b/w brand and customer
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product positioning (and 3 types)
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describing actions to place brand in one place in relation to another on similarities and differences
against, new, niche |
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new rules for todays consumers
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dont say it, demonstrate it
dont make it look/sound like an ad make ad the logo treat brands like people honest to a fault |
