Arm and Hammer

Marketing Brands Objectives, Positioning & Strategy

Campaigns
• Origin of term
• Military Campaigns
• Political Campaigns
• Advertising Campaigns
Origin of term
 Fr. campagne, It. campagna - open country suited to military maneuvers n Campaign - a series of military operations with a particular objective in a war n Campaign - a series of organized planned actions with a particular purpose, as for electing a candidate
Political Campaigns

In politics, as in war, you have to pick your battles. National political campaigns focus on key states and voter groups.
Each single geographic or statewide campaign may have its own objectives and strategies which contribute to the overall campaign
The objective is a majority in the Electoral College.

Advertising Campaigns

• A team effort

• Structured and sequential activities
An imaginative re-integration of new and existing factors

• Shared objectives and strategies

Advertising Campaign:

What were the common elements? graphic look strategic message benefit statement brand personality executional elements - the dog anything else?

Advertising Campaign:

Campaigns are built with…
Plans & Strategies

Situation Analysis
 Product Evaluation and History
 Qualities, Price, Distribution
 Prospect Evaluation/Target Market
 Demographics
 Psychographics
 Behaviors
 Competitive Analysis

SWOT ANALYSIS
 Strengths
 Weaknesses

 Opportunities
 Threats

Plans & Strategies:
Here’s a graphic representation…
Marketing Objective
Sell one million of product

Market Strategy/Creative
Establish brand as superior
Creative Objective
Establish brand as superior
Creative Strategy
To be determined

Market Strategy/Media
Target audience W 18-49
Media Objective
Deliver Advertising to
Target audience W 18-49
Media Strategy
To be determined

Marketing Objectives
 Goals for the Product
 Specific Period
 Market Share or Sales Goals
– Example