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Advertising and Promotions

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by

Evija Pastuhova

on 4 March 2015

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Transcript of Advertising and Promotions

IMC
Target Market
Advertising
Direct
Marketing
Interactive
Sales Promotion
PR
Sponsorship
Personal Selling
Tools
Creative Communication
Persuasion
Behaviour
Positioning
Ethics
Untruthful & Deceptive
Misleading
Offensive
Creates Stereotypes
Advertising to Children
Critics
Proponent
Materialism
"The Ultimate Driving Experience"
Event
Mass Media
Internet
All Contacts
Luxury
Experts
Trendy
Sleek
Synergy
Ability to drive
Building relationship
Dialogues
Affect Behaviour
Existing Customers
New Customers
Potential Customers
Begin with customers
(functional)
(Symbolic)
(Experiential)
Realms of experiential retailing
Absorption
Immersion
Active
Passive
Educational
Escapist
Entertainment
Esthetic
Bond movie
Driving School
BMW world/ cafe
Driving Experience
Show room
BMW brand immerse
Positive Experience
Affect behaviour
Consider all contact
Begin with customer
IMC change
Before
Now
Achieve Synergy
Dialogue
Broader customer base
Advertising efforts more dynamic
Mobile Apps for check in
Twitter
Answering questions
Middle class
Gen Y
Social media
Phone
Websites
Detached Guardian Style
Wealthy Elite
Upper Class
Magazines
Billboards
(Passive Communication)
Casual voice
Nothing said
Classic Marque
Tone of voice
Monologue
Dictate
Same values
Democratization
Demographic: Gen y, 29 yrs and below
Different channel used to speak to target market
(online advertising, celebrity sopkesperson, phone apps)
Needs of different target market
Geny Y
Gen X
Unique
Powerful
Career aspired
Do not accept being spoken at
Tech Savy
Middle class
Casual Manner
Seeking more conformity
Desire to belong
"Express your true self"
"Become part of the elite"
Hedonic Appeal = feelings
Cognitive Appeal = rational
Stronger relationships with customers
Social and environmental trends
Suitable blog leaders
Mobile phone apps
"Exclusivity"
Distinct brand personalities
Brand online communities
More dynamic marketing
Demographics
Segmentation
Strategies
Product user
Attributes and benefits
Product class
Competitor
Culture
Quality
CPM
(cognitive)
HEM
(emotional)
Psychographics
Behavioural
Geographic
(What)
(Who)
(How)
(Where)
Online experience
Psychographic: Innovators, experiencers
Pro's
Con's
Get's noticed
Cuts through clutter
Audience becomes desensitized
Acceptability of message decrease
s
People get defensive
Shock advertising violates norms for social values and personal ideal
Evokes stronger feelings
Obscure main message
Affects brand and quality perception
Affects quality perception
More likely to remember the ad
Create an urge for action
Needs created
Materialism insecurity and greed created
Overflow of propaganda
High standards of living encouraged
Competition promoted
Jobs Created
"The success of an advertisement depends on how well it appropriates desirable mass media images, styles & cultural icons"
Generation X & Y
Actors used that the generations can relate to
Appeals used that will capture these segments attention
Group and individual values illustrated
Baby Boomers
Grey Market
Generation X
Generation Y
Generation X
Demographic
Psychographic
Achievers, Strivers,
Experiencers
Images used that demonstrate success and are likely to be valued
Trendy and fun loving
Receptive to new ideas
"Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art."
Overseas target markets: yes, positioning is congenial with consumer's preference structure

Local market: Australian culture and character not understood as clearly
Objective: " Show greater diversity and greater depth to the country"
Voluntary & Non voluntary attention: use of novel stimuli, dining tables by the Ayers rock, wildlife, emotional soundtrack
Dual Route to Persuasion
Motivation, Opportunity & Ability are between moderate & low
Message arguments:
'There is nothing like Australia'
Peripheral/ unrelated cues:
Music, scenery, attractive actors
Appeals to hedonic needs, uses novel stimuli = likely to motivate consumer to seek more information
Where the bloody hell are you vs There's is nothing
like Australia
Existing knowledge structures used
Personal relevance taken in to account in both campaigns
ELM
Motivation
Opportunity
Ability
Central
Peripheral
Dual
Attend
Process
(Hedonic need, novel stimuli, Intense stimuli)
(Relevance, increase curiosity)
Encode information
Reduce Processing time
(repetition of brand, key secenes, the ad)
(Pictures & imagery)
Access Knowledge structures
Create Knowledge Structures
Create Brand Benefits
(provide context or pictures, verbal framing)
(Use analogies & rhetorical tropes)
(Easier to recall & retrieve)
Involvement
Initial Position
Hedonic appeal used
Different target audiences:
Different positioning created
Universal image vs unique
Less memorable
Attractive to target upper class and upper class strivers
Message argument
Peripheral cues
(Controllable elements)
(Influences from consumers side)
Message
Execution
Impressive
Involving
Empathetic
Simple
(Creative strategies)
Generic
Pre- emptive
Unique selling
proposition

Brand Image
Resonance
Positioning
Two - sided Message
Emotional
Music
Subliminal
"Creative without strategy is called art, creative with strategy is called advertising"
What's Advertised
Communication past
Deliverables
Demographics
Psychographics
Personality & Tone
Selling idea
Customers response
?
Rom chocolate
Increase sales
Gen y
Innovators, thinkers, strivers, experimentars
Casual
Is your culture, nationality, language important to you?
Challenge their ego?
Traditional/ national symbol
1. What's advertised?
2. What's the communication past?
3. What needs to be done?
4. Who are you talking to?
5.
What are psychographics?
6.
What is the personality & tone?
7.
What is the selling idea?
8.
What do you want customers to do?
ROM chocolate
Modified Hierarchy
of effects
Attract
Engage
Retain
Learn
Relate
Advantages of blogs
Create Awareness
Gain consideration
Create buzz
Generate interest
Stimulate Trial
Create an image
Create a strong brand
(Personalization & online community)
(Well Beyond Providing information)
Disadvantages of blogs
Minimized control
over consumer's reaction
Blogger not liking
the brand
High investments
of time needed
Constant updates needed
Instant Feedback
Credibility
Steps to success
"Good bloggers are skilled writers, great community builders and dedicated to their craft"
Know your target audience
Understand their wants, need and goals
Increase awareness by becoming a master
of digital space
Find a blogger that loves the brand
Develop a relationship with the audience
Allow them to place their own twist
Disseminate information
Interactivity
Individualization
Objective:
Generate interest in blue motion technology

Interactive media:
Invitation to participate
Allowing consumers to feel part of the big picture
PR: Consumers have the ability to experience the 'fun' concept
Ability to co create with the consumer
Ability to engage
Communicate the main message
Psychographic: socially aware
Demographics: Gen Y & X
Unique selling point = Fun Concept
Once an athlete always an athlete
Demographics: Baby Boomers & Gen X
Psychographics: Young Optimism
Brand Image strategy
Creative strategies
IMC tools
Interactive media
PR
Peripheral route to persuasion:
Using real people, showing successes
The ability to associate a health drink with health concepts and healthy living.
Emphasize practical value and tries to create peripheral cues (Fun, curiosity)
Captures involuntary and non voluntary attention
Use of novel and unusual stimuli (lighters, video camera)
Emotional Strategy: use of humor, therefore enhancing liking of the ad
Toyota
Resonance: Young family needs identified
Emotional strategy: Use of humor, that makes the message more memorable
(People who are likely to participate in the game concept)
Persuasion
Knowledge structures created (familiar concepts used)
Brand benefits created: fun and beneficial for the environment (Convincing argument)
Increase motivation to elaborate by increasing curiosity
Target Market
Creative Communication
IMC Tools
SUCCESS REASONS
Target Market
Persuasion
Association created that are not directly
related to core product
Resonance: strikes a chord with consumers by evoking associations with youth
SUCCESS REASONS
Persuasion
Dual Route to Persuasion
Consumer Behaviour
Creative Strategies
Resonance: Everyday situation
REASONS FOR SUCCESS
Ability to sustain curiosity
Respond to consumers through interactive media

Ability to make an everyday product come across as fun & exciting
Target Market
Demographics: Gen X
Psychographics: Real conservatism, conventional family life
Creative Strategies
Consumer Behaviour
Non-voluntary attention: the unusual style of presenting the message will make
it more attention grabbing
SUCCESS FACTORS
Ability to use well suited humor for the target audience
Tactful use of Peripheral cues
Persuasion
Effective
Reached tremendous exposure
Strategic use of connecting the attributes of Von Teese to Cointreau cocktail (2 different concepts)
Ability to create deeper connections between Cointreau and the target market needs
One stimulates interest to other burlesque/ Von Teese and Cointreau
Why Essential?
Remain relevant to new generation
Associate with values, needs and goals
Just another beverage
Just another performer
Generates interest above fans
Messages made more memorable
Deeper emotional connection
Increased branding of associated cues
More creative ways to increase awareness are searched (Proactive MPR)

Growing irrelevance of traditional media

Better communication with stakeholders

Creating a good citizen Image (sponsorship, mission marketing)

More motivation to buy

People more thirsty for stories
Reactive
Customized Events
Reactive
Proactive
Product/ process defects
Rumors and myths
Mission Marketing
Cause Related
Event Sponsorship
"Create Publicity"
Customized Event
More important role in IMC
http://prexamples.com/2012/05/great-case-study-mcdonalds-crowdsourcing-pr-campaign-delivers-tasty-financial-results/
Future grocery stores
Better in store engagement
Categories tailored to consumers wants
Digital developments:
Previous purchasing patterns used
More interaction with the consumer
In store directories
Loyalty increases
Green marketing outdated
Different segments identified
Focuses on price and quality
Loyalty programs
Shop a docket system = collaboration with other organizations
Rewards card
"Extra incentive to buy"
Push
Pull
Encourage
Complementing categories with segments and POP
Bachelor pad
Packaging
Dinks
Premium
Soccer mums
Bonus packs, sweepstakes
Implementation
Sampling
Coupons
Premiums
Price-offs
Packaging
Bonus packs
Contests
Sweepstakes
POP
Frequency
Programs
Before
Females -
mothers, housewives
Now
Males
Retirees
Dinks
Attracting various segments
Packaging appealing to males
Value for money
Health
Adapting Communications
Changing Segments
Every day low prices
Recipe books
Quality produce
Phone apps
"spare a thought for those poor dudes that were given the job of filling youth message boards and online forums with postings from 'the zero movement' . it must be at times like that their exciting career in pr was looking a little less glamorous. bourbon anyone?"
"It offends me when companies try and pretend their cool like this. Coke, listen to me: you are not my friend, you are not my mentor, you are the corporation that makes flavoured water. That's your lot in life. Learn to live with it."
Witchery
Value for money label= private
Seek relationship building not publicity
limited design options
Signs & Symbols
animals/ forrest
discovering something new
landscape/ outback
adventure
Pedigree Adoption drive
Objectives:

1. Reach the widest possible audience in order to first raise awareness of the fact that over 100,000 dogs a year were euthanised.
2. Change people’s perceptions of the nature and character of shelter dogs and ultimately to drive and increase the number of adoptions taking place across Australia.
Smart phones
Social media
Interactiveness, emotional reasoning, novelty
Events
WoM
Campaign, widespread publicity
(dog-a-like app, whistle, shake)
Television
Awarenss
The Pedigree Adoption drive
Affect behaviour
Ability to interact
Shaking
Whistling
Dog-a-like
Ability to enter code
Begin with the customer
Geny Y & Gen X
Interests
What stimulates minds
What could lead to action
Consider all contacts
Smartphones
Social Media
Beach
Internet
Achieve synergy
Friendly
Humble
Loyal

Means empathy, commitment and passion. The close connections that win intense loyalty as well as the small perfect gesture. These are often remembered long after functions and benefits have faded away.

Without Intimacy people cannot feel they own a brand, and without that conviction a brand can never become a Lovemark

Mystery
Draws together stories, metaphors, dreams and symbols. It is where past, present and future become one.

Adds to the complexity of relationships and experiences because people are drawn to what they don’t know. After all, if we knew everything, there would be nothing left to learn or to wonder at.
Sensuality
Keeps the five senses on constant alert for new textures, intriguing scents and tastes, wonderful music. Sight, hearing, smell, touch, taste.

Our senses work together to alert us, lift us, transport us. When they are stimulated at the same time, the results are unforgettable. It is through the five senses we experience the world and create our memories.
Intimacy
Does this apply to all Brands?
Are there other benchmarks that are applicable?
Do you think it is the love for the brands that makes us become attached to them?
Maslow Hierarchy of Needs
Psychography: Look at me
Demographics: Gen Y
Objective: stay relevant with a new generation of women by appearing opulent, classy and just a little bit carnal.
Reached its audience through the most prominent touchpoints
Foster Brand Loyalty
Full transcript