Advertising Procedure
Summery of the book.
Summery of the book.
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Kartei Details
| Karten | 61 |
|---|---|
| Sprache | English |
| Kategorie | Marketing |
| Stufe | Grundschule |
| Erstellt / Aktualisiert | 19.09.2013 / 13.03.2015 |
| Weblink |
https://card2brain.ch/box/advertising_procedure
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corporate or industrial ad
- done by an organizazion speaking of its work views and problems as a whole, to gain public goodwill and support rather than to sell specific product. Sometimes callec PR-Ad
Building strong brands and brand equity
Definition of brand
- 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
The origin of branding
- 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
brand connections
- 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 channels and engagement
- 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 as a financial decision
- 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 influence
- 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
Brands and integrating marketing communication
- 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
brand equity
- 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
brand equtiy and developing integrated marketing communicartions strategic plans
4 steps in the process od a strategic plan
- brand equity admit analysis
- strategic options and recommendations
- brand equity research
- creative brief
brand equity weaknesses and strenghts
- 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
creative brief
- 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
Brand-building principles
A great brand is in it for the ong haal
- 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
A great brand can be anything
- almost any product offers an opportunity to create a frame of mind that is unique
A great brand can be anything
- almost any product offers an opportunity to create a frame of mind that is unique
A great brand knows itself
- 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
A great brand invests or reinvests an entire category
- companies made it an explicit goal to be the protagonist for each of their categories
A great brand invests or reinvests an entire category
- companies made it an explicit goal to be the protagonist for each of their categories
A great brand taps into emotions
- it is an emotional connection that transends the product -> transcending the product is the brand
A great brand is a story that is never completely told
- stories create connections for people
- stories create emotional context people need to locate themselves in a longer experience
A great brand is relevant
- consumers are looking for something that has lasting value -> quest for quality, not quantity
