Lecture 4 Flashcards
What is strategic planning?
It’s the process of determining objectives (what you want to accomplish), deciding on strategies (how to accomplish objectives), and implementing the tactics (which make the plan come to life) ➔ This process occurs within a specified time frame.
Strategic planning in the context of IMC is the process of identifying a problem that can be solved with communication(as opposed to marketing mix problems)
Objective: To increase our market share ➔ from 4% to 6%
Strategy: By targeting seniors (a new segment)
Tactics: By creating a special TV series (based on testimonial) and via buying relevant TV space
How to measure reactions to ads?
Verbal measures
-recall of the ad
-attitude towards the ad
-belief formed via the ad
-brand attitude, link between ad and brand attitude) Balenciaga ad, represents the brand
-emotions triggered by the ad
Non verbal measures
-Electrodermal answer - test the level of persuading of shein ad for example. how sensual is it?
-feelings monitor
-facial expressions, in order to reveal true emotions that are not masked by conformity of society.
-eye-tracking
What are the problems of verbal measure?
Memory issues, between the moment you’re exposed to the ad and the moment your interviewed you can have been exposed to other things in life that make you forget the ad.
- Subliminal messages can be confusing and not understood for all. The brains have their own limit.
- people may lie about their reactions
- some people are not very efficient in expressing their emotions
- may lead to more cognitive reactions
Methodological eye tracking
+
* from obtrusive to unobtrusive method
* can track eye movement second by second
* very useful to know which elements attracts attention and how long
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*measure of attention to the ad, not ad liking neither real emotions
*should be complemented by ad liking verbal measures
What levels do the strategic plan include?
- The business plan
- The marketing plan
- The brand communication plan
- Plans for specific areas of marketing communication (e.g., advertising plan)
What is the business planning process (snapshot of the company)?
Define the business mission
Includes the broad goals and policies of the business units. Explains the mission and goals that the company will try to stick to.
Ex: create a better everyday life for the many people.
If a commitment reflects a company’s core business strategy it is called mission marketing
Research about internal and external environment (Situation analysis)
Essentially a SWOT- analysis.
External environment, opportunities, threat: develop advantage over its competition, development that will erode business unless company takes purposeful marketing action.
Internal environment, strengths and weaknesses: could revolve around financial conditions, technical expertise etc.
Formulate goals
Strategy formulation
Marketing plan is integrated here.
Three elements of an advertising or campaign plan:
targeting the audience: who are you trying to reach? Social media influencers are a medium to reach the target audience.
message strategy: what do you say to them?
media strategy: when and where will you reach them?
Advertising/campaign plan:
Introduction
Situation analysis (adv problems, opportunities)
Key strategic decisions
Tactical formulation
Implementation
Feedback and control
What are the advertising objectives?
Inform - create brand awareness and knowledge.
Persuade - to create liking, generate preference.
Reinforce - convince current purchasers that they made the right choice.
Remind - stimulate repeat purchase of products and services
How to set up the objectives?
Communication task
Achievement level
Audience (persona)
Period of time
What is the advertising or campaign plans?
- Situation analysis
- Key strategic decision
- The Creative Plan
- The Media Plan
- The Communication Plan (IMC)
- Implementation
- Evaluation
- Budget
What is the creative strategy?
the promise
the proof
the consumer benefit
the tone of the message
What is the star strategy?
the use of a famous star in an advertising campaign
What does the creative strategy try to deliver?
Tries to deliver the right message to the right person at the right time.
- relevance
- originality
- impact
Message that is attention getting and memorable, serves as an umbrella for a series of ads in a campaign.
What are the two dimensions for creative strategy?
- Message or creative strategy
- execution (translation of how it is presented and said)
What are three creative strategies?
- product category strategy
- head and heart strategy
- sales message strategy
What is the copywriter and what do they do?
The words that people are going to read, hear in the ads, radio, tv. Also includes visuals. Write as you are speaking to only one person.
The person who shapes and sculpts the words in marketing communication.
