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Digital Bonding
- People bond with brands online and on mobile devices.
- Best way to understand how consumers engage online:
- Plot level and timing of brand interactions across the day
EG. Beauty products pick the best time to talk to women (NOT ON A MONDAY MORNING)
NOPE!
Companies need to target these consumers at a specific time of the day or week, in order to
uncover when they will be most engaged in their ads.
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The Database
Data INFORMS
and
ENHANCES
business
decisions.
Businesses generate
TRANSACTIONAL
DATA in the normal
course of doing
business
Add VALUE to
transactions
and turn them into
RELATIONSHIPS
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Types of data:
Transactional:
Quantitative
Sales value, Sales History
Captured via Scanner data, Credit Cards, Loyalty Cards.
Relational:
Qualitative
LifeStyles, Values, Beliefs
Captured via Relationships, Online Contacts.
The Product
Into the Database
Digesting the Data (Organising etc.)
Ideal Consumer (System finds the right consumer)
Using the Knowledge (Used for coupons, new product, Tailoring the message)
Sharing Data with Retailers (Registers track shopper transactions and are connected to
database)
7. Refining the Database (Update with information collected)
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1. IDENTIFY MARKET
Isolates consumers with specific lifestyles, interests, needs and values, increases knowledge of
their requirements.
Effective Marketing: More common ground that can be established between marketers and
consumers.
Addressing requirements in Communication Program.
Informing/Persuading potential consumers that the product will meet their needs.
Consumer Characteristics:
Geographic
Psychographic
Demographic
Behavioural
METHODS FOR SEGMENTING A MARKET
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USAGE
Consumer use of product
BEHAVIOUR
Consumer level of
involvement, purchase
behaviour towards product
OUTLETS
Types of store where
product is sold
BUYING SITUATION
(Type of segmentation)
AWARENESS
Consumer Product
Knowledge
BENEFITS
Benefits or outcomes
consumers want from a
product
Positioning Strategy
The image of the product/brand in the consumers mind.
Marketers need to understand:
Target Market, and its attitudes to the category.
Product/Brand.
Positioning theme needs to be relevant in order to achieve resonance with consumers.
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Positioning:
is the art and science of fitting the product or service to one or more segments of the broad
market in such a way as to set it meaningfully apart from competition.
What are the questions must Marketers ask themselves?
1.
2.
3.
4.
5.
6.
Positioning Strategies
How do we
position?
By:
Product Class?
Product User?
Competitor?
Cultural Symbols?
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MARGINAL ANALYSIS:
Increase
Spending
<
Hold
Spending
Decrease
Spending
>
Page 10
Top-Down Approach
Bosses set
spending limit
Promo budget
set within limit
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Build-Up Approach
Consider a companies communication objects first
Then budget to attain these goals
Promo objectives
Activities needed
to achieve
Cost of promo
activities
Promo budget
set by Bosses
Objectives
1.
Objectives & Task :
Budget is set by
management based on
what they feel is
necessary. No theory to
back.
2.
Payout Planning :
Setting budget based on
what competitors spend.
Done by matching % of
sales expenditures as
competitors.
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Establish
Objectives
Determine
Specific Tasks
Estimate Costs
Monitor
Re-Evaluate
Objectives
WHERE TO PROMOTE?
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MARKET ANALYSIS
WHO DO WE PROMOTE TO?
A major issue in media planning is understanding the sources of information and media used
during the purchase decision.
Sources of Information
Internal Sources
Situation Analysis
Prior Research
Database
External Sources
Syndicated Research
Commissioned Research
Secondary Sources
MEDIA OBJECTIVES
Examples:
1. We want to reach 60% of the market, 3 times over the next 6 months
2. Use broadcast media to provide 80% of the target market over 6 months
3. Concentrate heaviest advertising in Winter and Spring.
REACH VS FREQUENCY
Advertisers have a number of objectives they have to face, therefore they must make trade offs
between reach and frequency.
Reach
Frequency
EXAMPLES:
EG.1
Reach
EG.2
Frequency
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The media planner typically uses some type of benchmark for setting objectivessuch as GRPS,
which combines both reach and frequency.
Total audience ratings points (TARPs) are also a widely used measure of reach; they refer to the
number of people in the primary target audience the media buy will reachand the number of
times.
Unlike GRPs, TARPs do not
include waste coverage.
Average Frequency
Effective Frequency
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SCHEDULING
The prime objective of media scheduling is to time advertisements, so that they will coincide with
the highest potential buying periods.
Flighting
Advantages:
Cost effective only during purchase cycles
May allow inclusion of more than one medium with limited budgets
Weighting may offer more exposure and advantage over competitors
Disadvantages:
Likelihood of wearout
Lack of awareness, interest, retention of promotional message during non-scheduled
times
Vulnerable to competitive efforts during non-scheduled periods
Pulsing
Advantages:
All of the same from the above
Disadvantages:
Not required for seasonal or cyclical products