Advertising Procedure

• A name, term, sign, design or a unifying combination of them intended to identify and destinguish the product or service from competing products or services
• represents the most powerful link between offer and consumer
• a promise that it will help the user make or save money, look better feel great

• in mid 1880's there were no brands and littel quality control by manufacturers
• manufacturers had to offer the best deals to wholesalers to get their products disributed -> sqeeze of profits -> manufacturers decided to differenciate their products from competition
• manufacturers gave their products names, obtained patents and used ads -> concept of branding was born

• thanks to digital changes and the internet, ad is going though its first true paradigmen shift
• result: revolutionary change in media tools and whole bews way to connect

• branding today is not about media, it's about the idea
• in the digital age it is absolutely crutial to understand the value of each branding channel and its relevance to a particular audience

• branding is about a deep understanding of a brand's one-on-one relationship with people, considered in the context of a masscompetitive environment

• digital allows the world to determine weather a brand is practising ehat it purchases
• your brand and the brand organization must perform behave and satisfy the consumer's needs as they expect

• today, a brand's equity is best strenghtened through the integrated use of all marketing communication tools working from a single strategy
• IMC refers to all messages directed to a consumer on behalf of the brand: ads, promotion, PR, direct response, events, 
• when customers have a coherent experience whenever and whereever they come across you brand you have achieved integration

• the value of how such people as customers, distributors and salespeople think and feel about a brand relative to its competition over a period of time
• most important factor in determing the actual value of a brand is its equity in the market

1. brand equity admit analysis
2. strategic options and recommendations
3. brand equity research
4. creative brief

• brand awareness - top of mind is best
• market share, priceelasticity, share of vioce and similar factors
• brand sensitivity - the relative importance of the brand to other factors involved in the purchase, such as price, pack size etc.
• consistency of the brand's communication over time
• image attribute ratings or ranking attributes
• distribution, pricing, product quality and product information
• brand loyalty - the strength of a brand rather than as a product

• short statement that clearly defines our audience, how consumers think or feel and behave, ehat communication is
• intended to achieve and promise that will create a bond between the consumer and the brand
• typical strategy would include the following:

- key observations

- communication objective

- consumer insight

- promise

- support

- audience

- mandatories

• by using a long-term approach a great brand travels wordlwide, speak to multiple consumer segments simultaniously and create economies of scale by which you can earn solid margins over the long term

• almost any product offers an opportunity to create a frame of mind that is unique

• almost any product offers an opportunity to create a frame of mind that is unique

• to keep a brand alive over the long haal, you have to do sth. new, sth. unexpected
• it has to relate to the brand's core position

• companies made it an explicit goal to be the protagonist for each of their categories

• companies made it an explicit goal to be the protagonist for each of their categories

• it is an emotional connection that transends the product -> transcending the product is the brand

• stories create connections for people
• stories create emotional context people need to locate themselves in a longer experience

• consumers are looking for something that has lasting value -> quest for quality, not quantity

1700's to early decades of the 20th century in which advertisers were able to reach large segments of population through mass media.

In recent years advertisers increasingly have been able to identify narrowly defined audience segments through sophistictated research methods.

Communication will increasingly be controlled by consumers who will determine when and where they csn br reached with promotional messages.

• NP primary medium for infos and ads
• past century challenged position of NP
• Civil War created unprecendent demand for current news and infos -> more NP
• NP of that era established model for financial support from ads

• By 1800 more than 100 magazines served an educated and wealthy elite
• Editorial and ads foundations of modern consumer magazines shaped in later part of the 19th century
• Ad support came from manufacturers, for them magazines provided only means of reaching buyers throughout the country.

• Americans moved from farms to cities, so a majority of people were dependent on others for their food
• advertising for food and medicine were often outrageous so some magazines banned medical advertising
• 1906 public opinion had reached point, that congress moved to protect public health with passage of the Food and Drug Act
• modern era of food and drug enforcement began with passage of the federal Food, Drug and Cosmetic Act.

• original mandate of Federal Trade Commission was to protect business owner from the unserupulous practices of another
• later extendet to other protection to consumers as well as businesses
• Today FTC is the primary federal enforcement agency to ensure that advertising claiams and sales practices meet reasonable standards for honesty and truthfulness

• founded to promote World War 2 mobilization it later evolved into the Advertising Council
• First campaign encourages women to enter the workforce
• Advertising Council: Non profit network of agencies, media and advertisers dedicated to promiting social programs through ads

• During WW2 ad had taken a backseat
• with end of war pent-up demand led to unprecended alleteration in the rate of growth of ad media investment
• media volume almost three times what it had been only 10 years eralier
• By the mid 50's consumers had met most of their basic needs and now had to be persuaded to buy products that satisfied wants rather than only needs

• 1956 Department of Justice ruled that ad-agencie could negotiate fees with clients rather than adhere th the 15 percent commission that had been required on all media peviously -> growth of specialized companies
• Creativity including humor became hallmar of ad
• FTC introduced corrective advertising demanding greater accountability for companies, that made false or missleading claims
• NP felt effect of shift of metropolitan populations to the suburbs -> Freestanding inserts became important part og NP billings
• Radio took drive when TV came along
• Two biggest developments to emerge TV and electronics were TV and electronic data processing

2000 marked by two significant developments in marketing and advertising

1. Defining and using new technology to reach prospects

• (Technology created consumer empowered with interactive, two way communication devices that allow them to determine when, where and ifvthey will invite advertisers to deliver their messages
• Era of permission marketing requires companies to rewrite ad rules of marketing and fundomentally redefine exactly what constitutes advertising
• Although specific promitions demonstrate a wide variety of uses, marketers realize that audience involvement is key to success so promotions function as participatory communications

1. Measuring value of investing various communication channels as it relates to the changes in how we reach prospects

• since beginning of fragmentation measuring return on investment of ads dollars has been a major problem
• continued media fragmentation and consumer's increased control over how, when and where they receive ad messages caused advertisers to look for new avenues
• new media audiences tend to be individualized and expensive to reach
• most apparent aspect of transition from add to new media will be a change in advertisers mind-set concerning audience measurement
• counting eyeballs tuned to network program or purchasers of a magazine or NP os no longer adequate to prove the value and efficiency of companies ad investment
• Overlapping media ownership created competitive problems rather than cooperation among units

• Return to strong branding, with companies searching for means to differentiate their products and move away from price competition and generic selling
• Products that successfully build their brand images will enjoy the luxury of fewer price based promotions

• Marketing in this century will involve globalization and diversity
• understanding the language, culture, economy and political environment of countries throughout the world is already a prerequisite for most marketing executives
• multinational marketers will find that a locally orientated strategy for global marketing is essential

• successful advertising depends on the use of effective communication
• fundamental principle of good ad is that it must be built round the overall marketing plan and execute the communication elements of a more far-reaching arketing pogramm

• Overall goals of plan
• Marketing objectives -> must be cleary stated and measurable
• Marketing strategy -> general course of action to achieve your goals and objectives
• Situation analysis 
• Problems and opportunities
• Financial plan
• Research

• Overall goals of plan
• Marketing objectives -> must be cleary stated and measurable
• Marketing strategy -> general course of action to achieve your goals and objectives
• Situation analysis 
• Problems and opportunities
• Financial plan
• Research

1. Prospect identification
2. consumer motivations
3. advertising execution
4. advertising budget and allocation

Communication component of marketing is further devided into four primary categories

"The joint planning, execution and coordination of all areas of marketing communication"