Advertising and Promotion Exam Notes
2. Behavioural segmentation - Zero Based Planning –each imc plan should begin with a clean slate rather than a copy of what has previously been done. 8 step process: a) Identify target audience: Analyse customer and prospect segments and determine which target. B) Analyse SWOTs – determine success of the MC functions and media used C) Determine MC objectives – what marketing communication programs should be accomplished d) Develop strategies and techniques – which mc strategies will be used and choose brand messages and means of delivery. Support each strategy with rationale e) determine budget e) Evaluate effectives
3. Positioning strategies – This will be communicated through product itself, the benefit laden message, as well as media or contact strategy employed to reach target group. Position has been used to indicate products image in marketplace and this must contrast with competitors. POSITIONING STRATEG Y – Positioning by product attributes and benefits: setting the brand apart from its competitors on the basis of specific characteristics or salient attributes offered. Eg. Mother is positioned by its increase of double the energy and great taste. Can even throw in “tastes nothing like the old mother”. Positioning by product user: by associating it with a particular user is another approach. Mother in their entertaining Motherland commercials creates a land full of excitement to inspire others that drinking mother is not boring. Positioning by competitor: competition within the same category. DETERMINING POSITIONING STRATEGY a)Identify competitors b) Assessing consumers perception of competitors c) determining competitors position d) analysing consumers preferences e)Making positioning decision – is segmentation strategy appropriate, are there sufficient resources to communicate position effectively, how strong is competition e)Monitoring the position – impact of new entrants and competitors can be monitored.
4. MESSAGE STRUCTURE – Order of
3. Positioning strategies – This will be communicated through product itself, the benefit laden message, as well as media or contact strategy employed to reach target group. Position has been used to indicate products image in marketplace and this must contrast with competitors. POSITIONING STRATEG Y – Positioning by product attributes and benefits: setting the brand apart from its competitors on the basis of specific characteristics or salient attributes offered. Eg. Mother is positioned by its increase of double the energy and great taste. Can even throw in “tastes nothing like the old mother”. Positioning by product user: by associating it with a particular user is another approach. Mother in their entertaining Motherland commercials creates a land full of excitement to inspire others that drinking mother is not boring. Positioning by competitor: competition within the same category. DETERMINING POSITIONING STRATEGY a)Identify competitors b) Assessing consumers perception of competitors c) determining competitors position d) analysing consumers preferences e)Making positioning decision – is segmentation strategy appropriate, are there sufficient resources to communicate position effectively, how strong is competition e)Monitoring the position – impact of new entrants and competitors can be monitored.
4. MESSAGE STRUCTURE – Order of