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Chapter 22 The Complete Campaign

Chapter 22 The Complete Campaign. Objectives. Understand Situation analysis Creative objectives and strategy Media objectives and strategy Sales promotion plans Research posttests. Exhibit 22.1 Brand Equity Planning Process. Advertising Themes: Pepsi Generation. Catch the Pepsi Spirit

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Chapter 22 The Complete Campaign

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  1. Chapter 22 The Complete Campaign

  2. Objectives Understand • Situation analysis • Creative objectives and strategy • Media objectives and strategy • Sales promotion plans • Research posttests

  3. Exhibit 22.1 Brand Equity Planning Process

  4. Advertising Themes: Pepsi Generation • Catch the Pepsi Spirit • Pepsi’s Got Your Taste for Life • Pepsi: The Choice of A New Generation • A Generation Ahead • Nothing Else is Pepsi • Generation Next

  5. Exhibit 22.2 The Planning Cycle and the Situation Analysis Brand/Market Status Brand Vision Brand Mission Brand Valuation Strategic Development Creative Exploration Strategy

  6. Assessing Product Strengths and Weaknesses • What are the unique consumer benefits the product will deliver? • What is the value of the product relative to the proposed price? • Are adequate distribution channels available? • Can quality control be maintained?

  7. Identifying Prime Prospects • Who buys our product? • What are their demographic and psychographic characteristics? • Who is the average consumer? • Who are the heavy users? • What are their needs and wants?

  8. Assessing the Competitive Atmosphere • Which specific brand and products compete with our brand? • Who are the indirect competitors?

  9. Developing Creative Objectives and Strategy • What specific claims will be used in advertising copy? • What advertising executions are possible? • How do the copy and production accomplish predetermined marketing goals?

  10. Need for Ad Similarity in Campaigns Visual similarity Verbal similarity Aural similarity Attitudinal similarity

  11. Visual Similarity

  12. Visual, Verbal, and Attitudinal Similarity

  13. Media Planning Media Strategy Media Tactics Media Scheduling

  14. Aspects of Media Strategy Prospect identification Timing Creative considerations

  15. Insights from Research • Increased ad weight alone will not boost sales. • Advertising for new brands, line extensions, or little-known brands produce the best incremental sales results. • Campaigns in which the message in the copy is new or the media strategy was changed also produce good results. • Results of copy recall and persuasion tests were unlikely to predict sales reliably.

  16. Exhibit 22.8 Selling Benefits

  17. Exhibit 22.9 Guerrilla Efforts

  18. Alternative Marketing Strategies

  19. Exhibit 22.10 This Advertising is Similar Through Print and TV

  20. Chick-fil-A’s Integrated Campaign_1

  21. Chick-fil-A’s Integrated Campaign_2

  22. For Discussion • What is the basic purpose of an ad campaign? • What is ad continuity? • How can ad continuity be established?

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