Seminar 228.443: Language & Culture Advertising

1. Seminar 228.443:Language & Culture Advertising Dr. Teri Shaffer Interim Director of theMBA Program Associate Professor of Marketing

2. Sources of Information • Bergh and Katz (1999), Advertising Principles: Choice, Challenge, and Change, NTC Business Books. • Wells, Burnett, & Moriarty (2000), Advertising: Principles and Practice

3. Introduction • Marketing & advertising connection • Integrated marketing communications(IMC) • Case study: IMC campaign

4. What Is Marketing? The American Marketing Association Defines Marketing as the Process of Planning and Executing the Conception, Pricing, Promotion, and Distribution of Ideas, Goods, and Services to Create Exchanges That Satisfy the Perceived Needs, Wants, and Objectives of the Customer and the Organization.

5. Marketing Concept • Step 1: determine what the customer needs and wants. • Step 2: develop, manufacture, market, and service the goods/services that fill those particular needs and wants.

6. Four Tools of Marketing Wells, Burnett, Moriarty 2000

7. Integrated Marketing Communications (IMC) • Practice of unifying all marketing communication tools • To communicate in a consistent way • To & with stakeholder audiences

8. Marketing Communications • Former times: everybody did their own thing!! • Today:all parties must blend their efforts into producing coordinated marketing communication.

9. The Structure of a Campaign Plan • Campaign is complex set of coordinated activities • Set of objectives • Short-term plan (1 year)

10. IMC Campaign Outline • I. Situation analysis • II. SWOT analysis • III. Campaign strategy • IV Media plan • V. Marketing communications activities • VI. Appropriation & budget

11. Product & Company Consumer & Stakeholder Market Analysis The Most Important Research Areas Are: Competitive Analysis Industry Analysis Marketplace Analysis I. Situation Analysis

12. Internal Factors: Strengths & Opportunities External Factors: Weaknesses & Threats II. SWOT Analysis Problem Identification

13. Key Strategic Decisions III. Campaign Strategy Objectives Target Audiences Positioning Strategy Scheduling Strategy

14. IV. Media Plan • Media objectives (reach,frequency) • Media strategies (targeting, continuity, timing) • Media selection (specific vehicles) • Geographic strategies • Schedules • Media budget

15. V. Marketing Communication Activities • Sales promotions • Trade promotions • Direct marketing • Public relations & publicity

16. Governs all Strategic Decisions. Amount of Money Available Determine the General Scope Appropriation and Budget Allocated Across Communication Activities.

17. Evaluating the Campaign Plan • Most important step • Evaluate effectiveness against objectives

18. IMC Example: BellSouth Yellow Pages Wells, Burnett, Moriarty 2000

19. Competitive Environment • Megamergers & deregulation in telecommunications • Directories proliferated

20. BellSouth Yellow Pages • Mid-1990s • Complete review of its brand equity & awareness

21. BellSouth Yellow Pages • Basis for developing competitive advantage over other directories • Needed a new branding strategy to overcome consumer confusion & build credibility

22. BellSouth • Two companies • South Bell serving eastern southern states • South Central Bell serving south central southern states • 550 cities and towns • 9 state region • Generating $1.7 billion in revenue

23. BellSouth • Renamed South Bell & South Central Bell to BellSouth • Hired WestWayne advertising agency of Atlanta to develop new positioning IMC campaign

24. Spokesperson • Dixie Carter, Designing Women television series • Remodeling project

25. Umbrella Theme • “Start with the one you know.” • Idea was to create an image of a dependable old friend

27. BellSouth Campaign Strategy • Objectives • Targeting • Positioning • Scheduling

28. Objective #1 • Introduce new brand, BellSouth Yellow Pages • 50% unaided brand awareness in first year • 80% aided brand awareness in first year

29. Objective #2 • Communicate new brand positioning effectively • Exceed Communicus, Inc. research company’s unaided recall norm of 14%

30. Objective #3 • To improve consumer usage share above 85 percent

31. Objective #4 • To meet or exceed a revenue increase goal of 2.6%

32. Target Markets • Demographic • Adults 25 to 54 years • Skewed toward women • Psychographics (51% of usage) • “Enthusiastic Brand Shoppers” • “Product Value Shoppers” • “New Attitude Shoppers”

33. Positioning • Two companies, South Bell & South Central Bell were being brought together • Campaign designed to communicate new brand position for Yellow Pages • “The most proven & dependable source of local buying information” in the South

34. Scheduling • Creative idea: design it as a serial, similar to a soap opera • 11 commercials of Dixie’s efforts to renovate her river retreat • She demonstrates the value of the BellSouth Yellow Pages to help her find contractors and materials

35. Communication Strategy • Message development research • Creative theme • Creative tactics and executions

36. Message Development Research • 21 different campaign concepts were presented to client • 8 were selected for qualitative testing in 7 key markets across various target markets • Only the “Dixie Carter” concept performed well

37. Message Development Research • Copy tested by Diagnostic Research, Inc. (DRI) • 3 rough TV executions to evaluate series of “episodes”

38. Message Development Research • Campaign achieved highest copy-testing scores for the BellSouth corporation • Among 5 highest scores ever for DRI • 300% above norm

39. Creative Theme • Campaign is series of ads built around a central theme or big idea • Theme creates synergy that comes from using different messages for different audiences in different media • Synergy intensifies impact • Impact is created by repetition • But need variety to make it interesting

40. BellSouth • Serialization of the story • Over 2 year period from 1996 ran 10 different television commercials

41. Continuity Devices • Create link from ad to ad • Characters • Jolly Green Giant • Pillsbury Doughboy • Taco Bell dog • Dixie Carter

42. Continuity Devices • Slogans • “The Pepsi Generation” (1960s-70s) • “The Choice of a New Generation” (1980s) • “Gotta Have It” (early 1990s) • “Be Young. Have Fun.” (mid to late1990s)

43. Image Transfer • Ad in one medium • Stimulates listener to think of ad in another medium • Cheaper medium (radio, outdoor) can be used to remind people of message delivered in more expensive medium (TV)

44. Creative Tactics • Two steps • Creative strategy • What the message says • Tactics • How message will be executed

45. Media Plan • Developed simultaneously with creative plan • Based on available $ • Best combination of media vehicles

46. Examples • Awareness problem • Widespread mass media • Trial problem • POP sales promotions • Reach small niche • Direct mail or Internet

47. Media Objectives • Reach • Frequency

48. BellSouth • 3 psychographic segments • These segments may use different media

49. Print Ad to Appeal to Shoppers

50. BellSouth • Specific TV programming and dayparts • 40% Prime • 25% Early am/daytime • 20% Early news • 15% Late news