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Week 13 integrated mktg comm and advertising

6 24 why effective strategy creativity execution john

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24 Why Effective Strategy Creativity Execution John West Trix Trix John West Bud Making “Welcome Back”
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28 Developing Advertising- the Strategy 7
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29 Advertising Strategy Developmental Research 1. Target  Audience 5. Message  Theme 3. Objectives 6. Support 4. Key Benefit Creative Brief 2. Advertising Problem ü ü 7. Budget 9. Message 10. Media 8. Creative Idea 11. Create 12. Assess Impact
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30 Target Audience Customers – Current, Prior,  Prospective Competitors’ Customers Channel Members, Publics,  Prospective Employees, Media Promotional Strategy Target  Audience Objectives Design Evaluation Scheduling Budget Promotional Mix 1
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32 Who are they?  Demographics Who are they?  Psychographics Where are they?  Geographic How they behave.  Behavioral
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33 …are they? Who …are their wants and needs, their buying  intensions, their attitudes toward the product? …do they do for a living? …are their hobbies? What …do they live and work,  and how does that affect their buying patterns? Where …are they planning on buying? …do they watch TV or use other types of media? When …should they consider your product or a competitor’s? Why
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34 Advertising Problem What’s the product’s (brand’s)  biggest consumer related  problem?   2
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35 Liking Awareness Knowledge Preference Conviction Actual  Purchase Hierarchy  of  Effects  Objectives 3 Affect Behavior Cognition
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36 Develop brand awareness (think) Develop brand meaning (think) Change beliefs (think) Enhance brand image (think) Reinforce purchase decisions (feel) Increase preference (feel) Enhance purchase actions (do) Encourage repeat purchases (do) Increase market share (do) Increase sales (do) Liking Awareness Knowledge Preference Conviction Actual  Purchase
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37 Frontier Count
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38 Key Benefit What consumer need will be  satisfied by the product?  What benefit does the product  deliver?  4
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39 Give Trade-off Get Needs Satisfied Monetary Price Nonmonetary Value Costs Benefits 
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42 Voice over: Look!  We are going  to show you the incredible… …bonding efficiency of  Super Glue 3.
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