Theme 2 - Objectives and Product Type considerations Flashcards
What are the four communication objectives?
Brand awareness
Brand attitude
Category need
Brand purchase intention
How can brands find out where to market their products?
Perceptual mapping
How can brands position themselves in the market?
Centrally vs Differentially
What are me too brands?
Brand that copy the leader at a lower price
eg: Sainsburys basic chocolate
What factors should the brand consider in relation to position against others?
Product users (user orientated positioning often based on values) eg: Dove Real Beauty
Product itself (Attribute/benefit orientated positioning)
eg: Freshly frozen garden peas
- builds brand attitude in the market
Can combine both eg: Hotel Chocolat and Citizen watches, show attributes but draw attention to lifestyle choices.
What is CATEGORY NEED?
Target market group feel it would like product to satisfy a specific need, it is a perception that can be established by an advertiser to stimulate primary demand applying to all brands in the category.
What is BRAND AWARENESS?
Target market group’s ability to identify a brand in sufficient detail to purchase or use it (FILL AND TURNBULL)
At the brand level, consumers must be made aware of he brand before they buy.
Brands can be identified through recall or recognition.
Recognition: when awareness reminds you of the category need
Recall: When category need occurs, you must remember brands to satisfy it.
What is BRAND ATTITUDE?
The understanding a person has in how they evaluate a brand and its ability to satisfy what they are looking for.
Brands can: create, increase maintain, modify or change the brand to create attitude.
What is BRAND PURCHASE INTENTION?
Target market’s decision to purchase a brand or use its service, only to the intention, not act of buying.
“I think I will try that brand”
Primary objective for promotion, not advertising.
Name an example where a brand will use a CREATE strategy to shape brand attitude?
New products
Name an example where a brand will use an INCREASE strategy to shape brand attitude?
When the target market has a favourable brand attitude, increase the already favourable brand attitude.
eg: Mums and baby food before birth.
Name an example where a brand will use a MAINTAIN strategy to shape brand attitude?
When the target market has a strong, positive attitude towards a brand.
eg: Mature product categories such as Silk Cut
Name an example where a brand will use a MODIFY strategy to shape brand attitude?
Repositioning to increase target market share by appealing to different motivations.
eg: Arm and Hammer baking sofa in fridges
eg: Vaseline as lip balm
Name an example where a brand will use a CHANGE strategy to shape brand attitude?
When a large amount of the TMG has a negative brand attitude.
eg: Volkswagen “Risk of Shock” regarding low prices.
What does the Rossiter-Percy grid illustrate?
Involvement vs motivation of products.
HIGH OR LOW INVOLVEMENT vs. INFORMATIONAL or TRANSFORMATIONAL strategy.
How should brands implement LOW INVOLVEMENT INFORMATIONAL brand attitude strategies?
- Information should say solution
- Simple message
- Extreme presentation of benefits
- Does not have to be liked
eg: Ariel
How should brands implement LOW INVOLVEMENT TRANSFORMATIONAL brand attitude strategies?
- Sensory and emotional authenticity
- Elicit correct emotional response
- Advertising must ring true
eg: Nescafe
How should brands implement HIGH INVOLVEMENT INFORMATIONAL brand attitude strategies?
- More information is given
- Assuring in colour tones
- No exaggerated claims
- Sufficient information to solve problem
- TMG must be convinced
eg: health insurance
How should brands implement HIGH INVOLVEMENT TRANSFORMATIONAL brand attitude strategies?
- User and product orientation
- Tangible benefits
- Possible dual motivations and need to provide information
- Elicit correct emotional response and link to brand
- Emotionally authentic
- Brand must be liked
eg: BMW
Name an example that has defied these rules
John Lewis - Tiny Dancer
Creates a positive message and signposts users to the website - positive rand attitude
When designing communication approaches, what must you always consider the alignment between?
· Target group(s) [unless you are deliberately targeting a mass audience]
· Communication objectives
– what are you trying to achieve?
· Positioning
– what is your product and how does it compare to other brands?
· Technique selection (e.g. ATL, BTL, emerging)
– do your communication tools align with the above decisions?
Media selection
– does your media selection align with the above decisions?
Using the Economist case study, describe how communications strategies can change.
Old advert
TMG: Older men
Orientation: Product
Motivation: Negative
New advert - Let Your Mind Wonder
TMG: 25-35 year old middle class audience
Orientation: User and product
Motivation: Positive
Objectives: Purchase intention, brand awareness
