Adv 435 ch 1

ADV 435 Ch 1 ADVERTISING CAMPAIGNS

ADVERTISING CAMPAIGNS ,[object Object]

HOW DO WE GET THERE,[object Object]

OVERVIEW:STRATEGY = PROVIDE COMPETITIVE ADVANTAGE

MARKETING CONCEPT THE FOUR P’S ,[object Object]

FOUR P’S RIGHT PRICE = PROVIDES VALUE

FOUR P’S RIGHT PLACE = CONVENIENCE - EASE OF ACCESS * ONLINE * PHONE - PROXIMITY * GEOGRAPHIC * VARIETY OF LINES

FOUR P’S RIGHT PROMOTION = TARGETING - ZIP CODES – PRINT/MAIL - AREA CODES - TEXTING - MASS – GAMES, TV, RADIO

Consumer Orientation Give customers what they: - want - need

MARKET SEGMENTATION MOST LIKELY TO BUY: - WHO - WHY - WHERE

MARKET SEGMENTATION Brand for every segment: P&G: Crest, Tide GM: Chevy, Buick, Caddy, GMC Coca-Cola: Reg/Diet, Caf/Caf free flavors

NICHE MARKETING - NARROW SEGMENT - NARROW PRODUCT LINES (BUT DEEP) - TOYS ‘R US - BED BATH & BEYOND - VICTORIAS SECRET

MASS CUSTOMIZATION/PERSONALIZATION -CARS WITH SELECT INTERIORS (EDDIE BAUER) - TGI FRIDAYS SELECT COMBOS (JACK DANIELS) - SKINS ON CELL PHONES

COMMUNICATION CONCEPT - CREATE - INFORM - EDUCATE - CONVEY VALUE - BUILD/MAINTAIN IMAGE

COMMUNICATION CONCEPT CREATE MESSAGES IN TERMS OF CUSTOMERS: NEEDS WANTS INTERESTS PROBLEMS

ADVERTISING CAMPAIGN CONCEPT PLAN CONSISTENCY GOALS

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