Campaign Critique  This assessment is designed for students to demonstrate a comprehensive understanding of Marketing Communications theories and concepts by reviewing a real campaign and, with

25 May 2018 – IMC (Individual assignment)

Pg 127; Roy Morgan Values Segment (choose 1 of the remaining 7).

Do not use:

• Basic needs

• Fairer Deal

• Traditional family life

*Refer to Chapter 8 and reference the textbook

1. We use objectives to evaluate the effectiveness of the ad

Session 3

Segmenting Consumers

• Demographics

• Values / Lifestyles

• Geodemographics

Behavioural tarageting

• Traditionally used after a product launch, segments are based on buying behaviour.

  • Brand usage

  • Product category usage

  • Level of product usage (number of times the product was purchased)

• Newer digital methods include:

  • Tracking visitors’ online selection such as:

    • Pages visited

    • Length of time spent on a page

    • Searches performed

Ethical principles of segmenting markets

• Ethical dilemmas include

  • Targeting the vulnerable, such as, the young, sick and cognitively impaired

  • ‘Conditional branding’

    • By making consumers aware of benign medical conditions and profited from the concern they raise among consumers

Brand Positioning

• A clear positioning statement is essential to developing marketing communications strategies.

• Positioning strategies provide for:

  • Who the target market is

  • What marketing should say about the brand

  • What media should be used to reach the target market

Brand Loyalty

• Highest tier of the hierarchy of effects model

• No guarantee that consumers will move to this level

• Create a preference for the brand; reduce a consumer’s brand switch

Practical Budgeting Methods

• Percentage of sales budgeting

  • Check and collate sales figure and determine a percentage

• Competitive parity method

  • Based the budget on competitor’s spending

• The objective-and-task method

• Affordability method

Concepts and Theories (Apply to number 3)

1. TOMA (Top of mind awareness)

2. ELM (elaboration likelihood model)

3. CPM (cognitive)

4. HEM (hedonic)

5. Functional needs

6. Symbolic needs

7. Experiential needs

8. Liking

9. Credibility

10. Celebrity endorsement

    1. TEARS model (used to evaluate the appropriateness of getting this particular celebrity)

11. Informing

    1. Introduction stage for PLC: introduction of new product

12. Persuading

    1. Growth, majority and decline stage

    2. Persuade using price discount

    3. Many other factors

13. Reminding

    1. Majority stage of the PLC – product already very established

    2. Act as a deterrent to other entries

14. Adding value

    1. Further convince our customers

    2. Differentiate from competitors

15. Assisting other company efforts

16. Basic Needs

17. Safety Needs

18. Social Needs

19. Ego Needs

20. Self-Actualization

21. Hierarchy-of-effects

    1. Similar to TOMA

    2. Unawareness – Awareness – Expectations – Trial – Beliefs/Attitude – Belief reinforcement / Attitude reinforcement – Brand Loyalty

22. Communication process model

23. Noise (applicable to weakness at point 3 only)

24. Laddering Process

    1. The interviewer first determines what attributes about the product category are important and then links these to consequences and the abstract values

25. USP Strategy (100% strength)

    1. Advertiser claims are based on the superiority of a product attribute that is unique and represents a meaning and distinctive consumer benefit

    2. This strategy is most useful when a point of difference cannot be readily matched by competitors

    3. It may force competitors to imitate or choose a more aggressive strategy

26. Brand Image Strategy

    1. Claims are based on a psychosocial differentiation and symbolic association

    2. A brand is given a distinct identity

    3. Transformational advertising

27. Resonance strategy

    1. Reflects the audience’s life experiences

    2. Not focused on a USP or brand image

    3. Can become a weakness because of credibility issue due to celebrity endorsement (TEARS model)

28. Emotional Strategy (both strength and weakness)

29. Generic Strategy

30. Pre-emptive strategy

    1. A generic claim but with an added message of superiority

31. Humour in advertising

32. Fear

33. Guilt

34. Sex

2a) Profile:

1. Buyer behaviour

2. Demographics

3. Consumer values and lifestyle

2c) Specifying media objectives

1. Reach

   1. Has to be a percentage; ties in with brand awareness.

2. Frequency

   1. Refers to media, also refers to media types aka media vehicles, number of exposures: min 3, max 10

Means End Chaining (MECCAS model)

• A framework for understanding the relationship between the consumer and advertising

1. Attributes

   1. The features or aspects of advertised brands

2. Consequences

   1. What consumers hope to receive (benefits) or avoid (detriments) when consuming brands

3. Values

   1. Represent those enduring beliefs people have about what is important in their life

4. Leverage Point

   1. Value orientation and the manner (leverage point) by which the advertisement will tap into, reach or activate the key value that serves as the ad’s driving force

Strengths or weakness depends on 2 factors

1. Based on the advertisement selected

2. Profile of your customer/TA

Considered to be a FMCG that is purchased for personal and household consumption.