L12_CreativeStrategy3 - The Metro Trains Australia Problem...

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¡ The Metro Trains, Australia ¡ Problem: § Rail safety issue concerning Australian youth § No a;en<on to the “Be safe around trains” msg § Limited budget ¡ Campaign ‘Dumb ways to die’ § Crea<ve: turn the message into the message they wanted to hear and share, avoid any parental type messaging Music video using anima<on § Media: radio, print, and outdoor, social media, iTunes (reached the top 10) ¡ Results: 32% reduc<on in accidents and deaths on its network.
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Lecture 12
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¡ Oct 21 (Tuesday): Quiz 2, LTJ, 7pm – 8:10pm § Lecture Slides & Examples (L8 – L12) § Text book Chapter 6: p184-­‐193, 198-­‐201, 205-­‐210 Chapter 7: p 224-­‐228, 230-­‐232, 243-­‐245 Chapter 8: pp. 268-­‐271, 276-­‐282, 288-­‐293 Chapter 9: p 301-­‐ 316, 332-­‐334 § Mountain Dew Case § Bring a HB pencil ¡ Extended office hour: Mon & Tues both 1-­‐5pm ¡ Oct 24: Group project mee<ng (no class) ¡ Oct 29: Part II of IMC plan due (mid-­‐night)
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o “Make-or-Break” Decision n Choose right creative to maximize efficiency n Historically, most critical decision impacting sales o Goal of communication n Achieve objective, while remaining true to brand essence n Maintain relevance with target consumer base n Tell non-users and remind current users how to think & feel about the brand
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Understand marketplace Design Marketing Strategy Company Competition Consumer Targeting Positioning Segmentation Promotion Develop Marketing Communication Program q Set Objectives and Budgeting q Develop Marketing Communication Strategy q Creative Strategy q Media Strategy q Monitor, Control, Evaluation
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Carbonated Soft Drink Market Share 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 7-UP Mountain Dew Dr. Pepper Sprite Diet Pepsi Diet Coke Pepsi Coke o Mt. Dew has gained market share for last 10 yrs.
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