L11_CreativeStrategy2 - ¡  Background §  Number of...

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Unformatted text preview: ¡  Background §  Number of coffeehouses has increased 10 7mes in 5 years §  Instant coffee market was decreasing (2011) §  Dongsuh developed Kanu, ground coffee that is instantly soluble in hot water ¡  Objec7ve §  To establish a clear USP §  To develop the brand image as ‘equal in quality and taste to fresh-­‐brewed coffee served at coffeehouses’ ¡  Packaging was designed to be sugges7ve of a coffee stand and pop-­‐up cafés ¡  Web and mobile sites “micro Kanu café” ¡  Results: §  Crea7on of a new category in the Korean coffee market. §  Kanu held a 94% share in the new coffee market with sales reaching 68 million dollars Lecture 11 ¡  Oct 17 (this Friday): Mountain Dew case ¡  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 ¡  Oct 24: Group project mee7ng (no class) ¡  Oct 29: Part II of IMC plan due (mid-­‐night) ¡  Nov 7: Persuasion Skits §  Effec7vely communicate assigned idea to your target (your friends) §  Random order, 5 minutes §  Grading criteria (total max 10) ▪  The basic concept of the principle clearly communicated to audience (max 5 points) ▪  Presented in a fun and memorable way (max 5 points) Understand marketplace/ Identify Market Opportunities Design Marketing Strategy Develop Marketing Communication Program Consumer Segmentation Promotion Company Competition Targeting Positioning q  Set Objectives and Budgeting q  Develop Marketing Communication Strategy q  Creative Strategy q  Media Strategy q  Monitor, Control, Evaluation Advertising Appeals Execution Style The approach used to attract the attention of consumers To influence consumer feelings toward a product, service, or cause The way an appeal is turned into an advertising message The way the message is presented to the consumer A. Cogni7ve: Thoughts, Beliefs, Altudes §  “Ra7onal” B. Affec7ve: Feelings, Moods, Mind States §  “Emo7onal” C. Combina7on of A and B Feature appeal Focus on the dominant product traits Competitive advantage appeal Makes comparisons to other brands Favorable price appeal Makes price offer the dominant point News appeals News announcement about the product Product/service popularity appeal Stresses the brand’s popularity Altude to the Brand=f(Altude to the Ad) ¡  Posi7ve Affect §  §  §  §  ¡  Love, Happiness, Nostalgia, Affilia7on Excitement: sex, money Warmth: kids, animals Humor Nega7ve Affect §  Guilt, Fear, Grief, Rejec7on, Embarrassment ¡  "Campaigns with purely emo7onal content performed about twice as well (31% vs. 16%) with only ra7onal content, and those that were purely emo7onal did a liple beper (31% vs 26%) those that mixed emo7onal and ra7onal content.“ ¡  Reduce price sensi7vity ¡  Work well during economic downturns ¡  Generally,……….. §  Gets apen7on §  Arouses ¡  …but also offends §  Celebra7on vs. Objec7fica7on ¡  What works…….. §  Muted sex-­‐appeal §  Has to be related to product, e.g., perfume, apparel, alcohol ¡  Janssens et al. (2009) ¡  Hypothesis: §  When sex appeals are used, men will be drawn to pres7ge goods ¡  Procedure: §  133 Male par7cipants (mean age 20) §  Sexy RA vs. Neutral RA §  Measure apen7on to pres7ge items 50% 45% 45% Plain 40% 35% 33% 34% Sexy 34% 30% 25% 20% 15% 10% 5% 0% Propor7on of Func7onal Goods Recalled Propor7on of Pres7ge Goods Recalled ¡  “one which associates the experience of using (consuming) the adver7sed brand with a unique set of psychological characteris7cs which would not typically be associated with the brand experience to the same degree without exposure to the adver7sement” Feelings Meanings Richer More Exci7ng Images The ads create . . . It makes the product use experience. . . Beliefs Warmer More Enjoyable McCann Erickson Worldwide advertising agency Emotions Personality Product Benefits ¡  Have consumers create ads ¡  Frito-­‐Lay (Doritos) §  “Crash the Super Bowl” crea7ve compe77on §  Since 2006 §  Winner – guaranteed to air during the Super Bowl with bonus cash prizes §  Largest online video contest in the world Straight sell Animation Scientific/Technical Personality Symbol Demonstration Imagery Comparison Dramatization Testimonial Humor Slice of life Combinations •  Is it consistent with marketing objectives? •  Is it consistent with creative strategy/objectives? •  Does it communicate what it’s supposed to? •  Is the approach appropriate for the audience? •  Is the message clear and convincing? •  Is the message overwhelmed by execution? •  Is the message appropriate for chosen media? •  Is the ad truthful and tasteful? ¡  Mountain dew case §  Lecture slides will be uploaded AFTER Friday’s class ...
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