Advertising Campaign Strategy

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ISBN: 9780324271904 | 0324271905
Cover: Hardcover
Copyright: 7/14/2003

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This leading text not only illustrates what effective advertising campaigns are, but also demonstrates how to successfully execute them. A comprehensive and detailed campaign guide is outlined to take students step-by-step through the advertising process. This text is a perfect addition to a principles of advertising text.

Chapter 1 Advertising from a Marketing Communications Perspective

(26)

Process Orientation

(2)

Developing Strategy within the Process

(1)

Opportunity and the Communication Revolution

(1)

The New Marketing Environment

(5)

The Right Product

(1)

The Right Price

(1)

The Right Place

(1)

The Right Promotion

(2)

Post-Modern Advertising

(1)

The Right Attitude

(1)

The Marketing Concept

(4)

Consumer Orientation

(1)

Market Segmentation

(1)

Niche Marketing

(1)

Marketing Integration

(1)

Other Emphases

(1)

The Communication Concept

(2)

Integrated Marketing Communication

(2)

The Advertising Campaign Concept

(1)

Characteristics of an Advertising Campaign

(8)

Campaign Continuity

(1)

Strategic Orientation

(1)

A Corporate Strategic Plan

(2)

A Campaign Outline

(5)

Chapter 2 The Research Foundation Part One: Understanding Clients and Buyers

(38)

Developing a Research Plan

(4)

The Search for Information Starts with the Company

(4)

Separating the Search into Sections

(1)

Gathering the Information

(1)

Processing the Information

(2)

The Situation Analysis

(3)

Characteristics of Background Information

(1)

Choosing the Analytical Format

(2)

The Company Analysis

(7)

Sales and Profits: A Good Place to Start

(1)

Internal Information

(1)

External Information

(1)

Starting the Library Search

(3)

Using the Library

(1)

Where to Find Company Information

(2)

Indexes

(1)

Comprehensive Investment Services

(1)

Directories

(1)

Miscellaneous

(1)

Words of Advice

(1)

Moving Forward in the Analysis

(1)

Consumer Analysis

(21)

Who Are the Consumers?

(1)

Product Usage

(6)

How to Read Columns A, B, C, and D

(6)

When and How Often Consumers Buy

(1)

What Motivates Consumers to Buy?

(1)

What Do Consumers Look for in a Product?

(2)

How Do Consumers Look at Life?

(2)

Ethnography

(2)

Other Qualitative Research Techniques

(1)

The Account Planning Revolution

(9)

Role of Qualitative Research

(6)

Survey Research

(3)

A Rationale for Conducting the Research in Sequence

(1)

Completing the Company and Consumer Analyses

(3)

Chapter 3 The Research Foundation, Part Two: Market, Product, and Competitive Analyses

(30)

The Market Analysis

(10)

Product-Usage Data

(4)

Index Numbers

(3)

Demographic and Psychographic Data

(1)

Geodemographic Data

(6)

Product/Brand Analysis

(12)

Looking at the Product

(1)

Product Attributes

(1)

Product Functions

(1)

Brand Personality

(1)

Product Testing

(5)

Monadic Tests

(2)

Projective Tests

(2)

Searching for Product/Brand Opportunities

(1)

Evaluating the Rest of the Marketing Mix

(1)

Competitive Analysis

(8)

Product Comparisons

(3)

Perceptual Mapping

(1)

Comparative Rating Scales

(2)

Double-Checking Prices and Distribution

(1)

Promotion Comparisons

(2)

Completing the Analysis

(3)

Chapter 4 Appraising Opportunities and Setting Objectives

(22)

Pursuing Brand Equity

(3)

Avoiding Price Competition

(1)

Competing on the Basis of Quality

(1)

Brand Names Remain Important

(1)

Defining Proems and Identifying Opportunities

(3)

External Factors

(1)

Internal Factors

100

(1)

Financial Resources

100

(1)

Production Resources

100

(1)

Marketing Resources

101

(1)

Opportunities

101

(3)

The Target Market Decision

103

(1)

Delineating the Target Market

103

(1)

Setting Objectives

104

(11)

Definition of Objectives

105

(1)

Function of Objectives

105

(1)

Marketing versus Advertising Goals

106

(1)

Planning the Objectives

107

(2)

Communication Tasks

108

(1)

Writing the Objectives

109

(1)

A Conceptual Foundation for Setting Objectives

109

(5)

Testing for Sound Objectives

114

(1)

Reviewing the Decisions

115

(2)

Chapter 5 Building the Marketing Communication Strategy

117

(38)

Thinking About Strategy

117

(38)

The Way Advertising Works Best

118

(2)

The Classic Approach versus Building the Brand

118

(1)

Why the Classic Approach Is Not as Effective as It Used to Be

119

(1)

Building a Foundation for the Development of Strategy

120

(3)

Determining the Selling Focus

123

(2)

Managing Brand Equity

125

(14)

Brand Loyalty

125

(5)

Name Awareness

130

(3)

Perceived Quality

133

(2)

Brand Associations

135

(3)

Other Proprietary Brand Assets

138

(4)

Patents and Trademarks

138

(1)

Characters

139

(1)

Channel Relationships

139

(1)

Protecting Brand Equity

139

(1)

Short-Term Thinking versus Long-Term Investment

140

(1)

Who Protects the Names?

141

(1)

Spelling Out Brand Protection

142

(3)

Determining the Right Strategic Focus to Build the Brand

143

(1)

Positioning the Message

143

(2)

Positioning a Product

145

(1)

Funding the Marketing Communication Program

145

(3)

Traditional Approaches to Determine the Appropriation

146

(2)

All You Can Afford

146

(1)

Percentage of Sales

147

(1)

Competitive Parity

147

(1)

Objective and Task

147

(1)

Targeting and Delivering the Message

148

(8)

Developing a Marketing Communication Mix

149

(9)

Advertising Media Strategy

150

(5)

Chapter 6 Developing a Creative Strategy that Moves People

155

(34)

Elements Essential to a Creative Plan

156

(4)

The Creative Target Audience

156

(1)

Creative Objectives

157

(1)

Creative Strategy

158

(2)

Critical Elements of the Creative Strategy

158

(2)

Optional Elements of the Creative Strategy

160

(3)

Physical Continuity

160

(2)

Psychological Continuity

162

(1)

Creative Tactics

163

(1)

Appraising the Creative Opportunity

163

(3)

The FCB Grid

164

(2)

Using the FCB Grid

165

(1)

Knowing Your Creative Approach

166

(6)

On Being Creative

170

(4)

What Makes Strategy Creative Is that It Is Both Special and Different

170

(1)

Disrupting Expectations

171

(1)

Implementing the Creative Strategy

172

(2)

Traditional Approaches to Creating Advertising

174

(7)

Attributes, Features, and Benefits

174

(4)

Branding

178

(3)

Brand Image

178

(2)

Brand Positioning

180

(1)

New Rules for Talking to Today's Consumer

181

(4)

Don't Say It. Demonstrate It

181

(1)

Don't Look or Sound Like an Ad

181

(1)

Make the Ad the Logo

181

(1)

Treat Brands Like People

182

(1)

Be Honest to a Fault

182

(1)

Involve the Consumer

182

(1)

Use Humor to Create Camaraderie with Consumers

182

(1)

Sex Still Sells, But be Careful

183

(2)

Don't Chestbeat

185

(1)

Now Break Rules

185

(1)

Unifying the Ads

185

(4)

Chapter 7 Media Strategy and Tactics

189

(42)

Media Decisions and the Campaign Process

190

(1)

The Basic Media Decisions: Objectives, Strategy, and Tactics

190

(4)

Understanding Media Objectives

190

(1)

Understanding Media Strategy

191

(2)

Target Audience

192

(1)

Media Classes

192

(1)

Media Mix

192

(1)

Media Timing/Scheduling

192

(1)

Understanding Media Tactics

193

(1)

Implementing the Media Plan

194

(37)

Setting Media Objectives

194

(26)

Quantitative Media Objectives

194

(4)

Setting Objectives in Terms of Reach and Frequency

198

(1)

Setting Objectives in Terms of Gross Impressions, GRPs, and TRPs

199

(2)

Which to Use: Reach? Frequency? Gross Impressions? GRPs? or TRPS?

201

(1)

Qualitative Media Objectives

202

(2)

Determining the Media Strategy

204

(1)

Variables for Profiling Target Audiences

204

(4)

Matching Target Audiences with Media Choices

208

(1)

Choosing Media Classes

209

(3)

Establishing the Media Mix

212

(2)

Factors to Consider for Media Weighting

214

(1)

Linking the Media Mix with Other Strategies

215

(1)

Media Timing

216

(4)

Determining the Media Tactics

220

(14)

Making the Media Buys

220

(5)

Contingencies and Alternative Plans

225

(2)

Finishing the Media Effort

227

(4)

Chapter 8 Related Marketing Communications

231

(34)

Developing Related Marketing Communications

231

(3)

Sales Promotions

234

(31)

Sales Promotions Defined

236

(2)

Sales Promotion Objectives

238

(1)

Sales Promotion Techniques

239

(10)

Consumer Promotions

239

(7)

Trade Promotions

246

(3)

Public Relations

249

(2)

Marketing Public Relations

249

(1)

Product Publicity

250

(1)

Direct Marketing

251

(11)

Database Marketing

252

(3)

Direct Marketing Objectives and Strategy

255

(28)

Copy Guidelines

257

(2)

Media Alternatives

259

(3)

Finishing the Related Marketing Communication Plan

262

(3)

Chapter 9 Enhancing the Marketing Communication Mix

265

(38)

Special Markets

266

(4)

Globalization

266

(4)

African Americans

270

(2)

Demographic Information

270

(1)

Best Way to Reach This Segment

271

(1)

Hispanics

272

(2)

Demographic Information

272

(1)

Best Way to Reach This Group

273

(1)

Asian Americans

274

(2)

Demographic Information

275

(1)

Best Way to Reach This Segment

276

(1)

Gay/Lesbian

276

(1)

Demographic Information

276

(1)

Best Way to Reach This Group

277

(1)

Special Message Strategies

277

(6)

Multitiered Advertising

278

(1)

Cause-Related Marketing

279

(2)

Green Marketing

281

(1)

Cross Promotions

281

(2)

Special Media Strategies

283

(20)

Advertising and the Internet

283

(3)

E-commerce

284

(2)

Advertising on the Internet

286

(3)

The Future of Advertising on the Internet

288

(1)

Web Site Communication

289

(3)

Building the Brand and Web Sites

291

(1)

Nontraditional and Traditional Media Options

292

(11)

Chapter 10 Evaluating the Effectiveness of the Campaign

303

(26)

Evaluation as a Strategic Concern

304

(1)

Whether or Not to Measure Effectiveness

305

(2)

Reasons for Measuring Effectiveness

305

(1)

Not Measuring Effectiveness

306

(1)

Resolving the Debate Over Measurement

307

(1)

Developing a Research System

307

(1)

Evaluation Is Not Getting Easier

308

(1)

Toward a System for Evaluating a Campaign's Effectiveness

308

(7)

When and What to Measure

308

(7)

Concept Testing

308

(2)

Copy Testing

310

(4)

Television Tests

314

(1)

Methodology and Practices

315

(9)

Concurrent Testing

316

(3)

Tracking Studies

316

(3)

Coincidental Studies

319

(1)

Posttesting

319

(5)

Evaluating Other Marketing Communications Tools

324

(1)

A Final Note on Evaluation

325

(4)

Chapter 11 Preparing the Plans Book

329

(32)

Approaching the Plans Book

329

(2)

Perspective on the Plans Book

331

(1)

Writing the Plans Book

331

(8)

Introduction

331

(1)

The Situation Analysis

332

(6)

Company Analysis

332

(2)

Primary Research

334

(1)

Consumer Analysis

335

(1)

Market Analysis

336

(1)

Product Analysis

337

(1)

Competitive Analysis

338

(1)

Writing the Situation Analysis

338

(1)

Problems and Opportunities

339

(3)

Target Market Profile

342

(2)

Marketing and Advertising Objectives

344

(1)

Budget

345

(1)

Marketing Communication Strategy Overview

346

(1)

Advertising Strategy

347

(5)

Creative Strategy

347

(2)

Creative Objectives and Strategy

347

(1)

Creative Tactics

348

(1)

Media Strategy

349

(13)

Media Objectives

349

(1)

Media Strategy Elements

350

(1)

Decision Criteria

350

(2)

Media Tactics

352

(1)

Media Calendar

352

(1)

Media Budget Summary

352

(1)

Sales Promotions, Public Relations, and Direct Marketing Strategies

352

(1)

Campaign Evaluation

353

(1)

Appendices

353

(2)

Key Points to Writing the Plans Book Summarized

355

(1)

The Cover

355

(2)

The Title Page

357

(1)

Table of Contents

357

(1)

The Executive Summary (optional)

357

(4)

Chapter 12 Preparing a Winning Presentation

361

Preliminary Preparations

362

(5)

Understanding the Audience

362

(1)

Clients and Panels

362

(1)

Faculty

363

(1)

Evaluating the Presentation Location

363

(1)

Choosing the Presentation Medium

363

(4)

Computer-Based Media

363

(3)

Overhead Transparencies

366

(1)

Presentation Boards and Flipchart Pads

366

(1)

Creating a Lasting Impact

367

(1)

Planning the Presentation

367

Determining the Order of the Presentation

367

(1)

Determining the Content of the Presentation

368

(10)

Important Advice for Planning the Presentation

373

(1)

Presentation Goals for the Individual Presenters

373

(1)

Writing the Presentation

374

(2)

Think Beginning, Middle, and End

376

(1)

Improve Writing Style

377

(1)

Designing and Using Visuals

378

(4)

Visuals for Data and Numbers

380

(1)

Reinforcing Visual Aids

380

(2)

Rehearsing the Presentation

382

(1)

Final Checking at the Site

382

(1)

Making the Presentation

383

(1)

Presenting Visuals

383

(1)

You as Presenter

384

(1)

National Student Advertising Competition (NSAC)

385

Lynda Maddox

385

(5)

Thomas Groth

390

(3)

Twenty Ideas on the NSAC

390

(3)

One Final Note

393

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Advertising Campaign Strategy

Summary

Table of Contents

Supplemental Materials