420 midterm 2 - Summary Mktg Communications PDF

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Chapter 7, Resource Five and Class Discussion (don’t just create social media goals) - Developmental advertising and promotion research (before ads are made) - Figure out target audience (usage, history, context) - Best type of research → learn how to make it best before spending a ton of $$ - Consumer insights (target audience) - Copy research (as the ads are being finished or are finished) - Evaluative research: motives and expectations - Normative test scores: ad scores compared to other ads in similar categories - Results oriented research (after the ads are actually in the marketplace) - Design thinking - Get rid of preconceived notions: build a new product with consumers - What consumers really want or need: NOT what has been typical in past - prototyping - Concept testing - Feedback to screen the quality of a new idea, using consumers as the judge and jury - Find current needs and price willingness to pay - Customer Driven innovation at Intuit - The collaborative innovation process at Ideo - Lifestyle research and prototyping for audience profiling - AIO: activities, interest, opinions - Intertwined with in-depth interviews - Generalize and ask about other product usages - Focus groups - Get or test new product understanding - Understanding and insight NOT generalizations - Projective techniques (know some common ones) - Ink splot - Dialogue balloons: fill in dialogue of cartoon stories about a product - Story construction: tell a story about people depicted in a scene or picture - protect thoughts and feelings (sensitive material) - ZMET (What are consumers’ deep metaphors, examples of use of ZMET for market understanding) - Draw out people’s buried thoughts and feeling about products and brands by thinking about metaphors - Projective technique - Put together pictures to create visual representation of experience (metaphors) - Use by P&G for launching Febreeze - Field Work - Done outside office, usually a home, for direct observation - Embedded in a social context - Got milk? - Long Interviews

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- Gain data about real lives of consumers and how consumption fits into lives - 1 hour, must have good listening Sources of secondary data (recall our discussion of what cell phone information might tell us) - Internet, social media Copy tests and normative test scores - Copy research → generalize test scores - Creatives are uninterested in these scores or copy tests - Report cards (make trivial things seem monumental) Day-After-Recall scores (DARs), pros and cons of trying to boost them Recall our discussion of Air Canada Reunites Families—it’s link to political discourse but also an airline’s value proposition Cognitive residue and the mere exposure effect - If an ad is to work, it has to be remembered - Knowledge - Attitudes are not a strong predictor of actual behavior Common methods for assessing cognitive impact. - Thought listing: specific thoughts generated by an ad - Highly self-edited - Cognitive response analysis Recall discussion of research findings using thought listing task for BMW - recall= actual memory - recognition= think you’ve seen it before Recognition tests (Starch Readership Services) - Standard memory tests for print ads and promotions - Measure exposure residue (associate brand with message) - Contact people who read a magazine - Show them the ads - Ask if they had recognized it - Recall and recognition have little effect on sales Implicit memory measures - Use tasks like word fragments - More sensitive, less demanding, more meaningful measure of ad. Recall our discussion of Alcoa Presents Fantastic Finishes Resonance test (also recall our discussion of the Adidas Runners are Different Campaign) - What the exact message resonates or rings true with target audience members - Does this ad match consumers own experience? Eye-tracking Systems - Monitor eye movements on print ads (length of time, pupil dilation) Behavioral Intent - What consumers say they intend to do: very unlikely to link to what they actually do

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Tracking effects of advertising and branded entertainment over time - Assess attitude change, knowledge, behavioral intent, and self-reported behavior - Mostly done as a survey - Any change in awareness, belief, or attitude is usually attributed to the advertising effort - Direct response: audience to respond directly/ indirectly Approaches to estimating sales derived from advertising and remaining problems Single source data - Info from individual households about brand purchases, coupon use, television ads, How does account planning differ from traditional advertising research - Stays with a single client to advertise and plan research - Research is more involved and a bigger part of the business plan

Chapter 8 and Class Discussion - Advertising plan and advertising plan components - Components: - Introduction - Executive summary: state the most important aspects of the plan - Overview: sets out what is to be covered - Situation analysis - Analyze factors that define the market and consumer situation - Cultural context - Historical context - Industry analysis - Trends within an entire industry - Factors that make a difference in how an advertiser proceeds with an advertising plan - Market analysis - Emphasis on the demand side of the equation - Competitor analysis - Determining who’s the brands competitors - Discussing competitor’s: - Strengths - Weaknesses - Tendencies - Threats they pose - Objectives - Framework for the subsequent tasks in an advertising plan - Seven objectives for advertising (keep in mind advertisers may have more than one of these objectives) - Increase consumer awareness around brand - Change consumers beliefs/attitudes about brand - Influence purchase intent amongst customers and

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potential customers - Stimulate trial use - Convert one-time brand users into repeat purchasers - Switch consumers from competing brand - Increase sales Budgeting (be prepared to discuss advantages and disadvantages of each of the four budgeting methods) - 1. Percentage of sales: - calculates budget based on % of priors years sales or projected years sales - Advantage: - simplicity - Disadvantage: - When firms sales decrease, advertising budget will automatically decline - when sales decrease, this might actually be the time that the ad budget should be increasing - Could result in overspending - Choosing advertisement spending based on past or future sales makes the relationship of cause and effect backwards - Advertisement should lead to sales - Sales should lead to advertising - 2. Share of market/share of voice: - Monitors amount spent by significant competitors on advertising, allocates equal amount to personal advertising budget - This gives “share of voice” by giving advertising presence in market equal or greater than competitors - Advantages: - Good for a new product, to give basis of how much should be spent, or how much is spent on average by others - Disadvantages - Might be hard to have access to precise spending info of competitors - Assumes competitors are spending money wisely: not always true - Assumes that every advertising/IBP effort is of the same quality and will have the same effect from a creative-execution standpoint - not always true - 3. Response models: - An advertising response function is a mathematical

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relationship that associates dollars spent on advertising and sales generated. - Advantages: - Helps to maintain greater objectivity - To the extent that past advertising predicts future sales, this method is useful - Assumes simple causality (dollars spent on advertising affects sales generated), when this isn’t always true - Many factors can contribute to sales generated 4. Objective-and-Task budgeting - Results to be achieved - Strategy and tactics - Costs associated with tactics Steps in implementing the Objective and Task Budgeting Method:

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Focuses on the relationship between spending and advertising/IBP objectives (IMPORTANT: the three previous budgeting methods make a causal relationship between advertising and sales without considering other factors, while this method considers other factors) ←- big ADVANTAGE! - Specify goals based on production costs, target audience reach, message effects, behavioral effects, media placement, duration of the effort, etc Disadvantage: the book doesn’t really talk about a disadvantage (they say it’s the best of the four budgeting methods) but if she wants us to put one on the test maybe a downfall is that it isn’t as straightforward/simple/easy to implement as the previous methods

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Strategy - Represents mechanism to do something - What you do given the situation and objective - Sophisticate goals call for sophisticated strategies - Execution - Copy strategy: consists of copy objectives and methods - The objectives state what the advertiser intends to accomplish in headlines, subheads, and text, while the methods describe how the objectives will be achieved - Media plan: specifies where the ads will be placed and what strategy is behind their placement - Integrated brand promotion - Many different forms of brand promotion may accompany the advertising effort in launching or maintaining a brand; - these should be spelled out as part of the overall plan. - There should be a complete integration of all communication tools in working up the plan. - Evaluation - Advertiser determines: - How agency will be graded - What criteria will be applied - How long agency will have to achieve the agreed on objectives Recall example of New Mr. Clean superbowl commercial and related build-up and IBP - Mr. Clean ad (scroll a little for video): http://www.businessinsider.com/sexy-mrcleans-super-bowl-goes-down-well-with-viewers-2017-2 - As Mr. Clean is an already well established household brand, the aim of the campaign is not to showcase their products or features/effectiveness of their products. - aiming to slightly rebrand the Mr. Clean brand and transform the consumption experience associated with their product. - Article from class on build up of new Mr. Clean: http://people.com/home/meet-the-new-mr-clean/ - Mr. Clean commercials are normally boring and product oriented, however, this specific campaign works to disrupt the monotony associated with cleaning and replace it with a playful connotation. - successful in creating buzz around a normally dull and mundane product/task. - The campaign took a slightly risky approach in choosing to sexualize and take Mr. Clean out of the context consumers may normally associate with him - John Price said this during class: Mr. Clean is already a brand with a high degree of brand equity. It seems like this campaign was aimed at appealing to a different target market, but in presenting Mr. Clean in this way, they risked

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alienating their current customers. Recall example of “Old Spice” rebranding from book discussion - (I think this was a student presentation and I didn’t take notes on it) Cultural context Bias’ that can negatively affect marketing/sales plans - A decision maker’s Self Reference Criterion and ethnocentrism can inhibit his or her ability to sense important cultural distinctions between markets.This in turn can blind advertisers to their own culture’s “fingerprints” on the ads they’ve created. Sometimes these are offensive or, at a minimum, markers of “outsider” influence. Even the savviest of marketers can overlook cultural nuances in the development of their advertising plans. - Ethnocentrisim - the tendency to view and value things from the perspective of one’s own culture - Self-Reference Criterion - the unconscious reference to one’s own cultural values, experiences, and knowledge as a basis for decisions From resource #6 guidelines for setting objectives for social media (a similar discussion is also in the textbook) - Specific - NOT Specific: “I will use social media to increase brand awareness.” - Specific: “I will create a campaign of hashtag contests on Twitter to increase brand awareness.” - Measureable - NOT measurable: “I will increase my reach and engagement on social media.” - Measurable: “I aim to increase my reach by 100 followers a week and answer all queries over Twitter within 24 hours.” - Attainable - NOT Attainable: “Double the number of my followers every day on every social network forever.” - Attainable: “Grow my Facebook audience by 25 followers a week, and my Twitter followers by 35 a week for the next quarter.” - Relevant - NOT relevant: “I will use Instagram posts to increase web enquiries for my logistics business.” - Relevant: “I will use Instagram as a way for me to present my stationery brand in a fun, visual way and increase engagement with my community.” - Timely - Timely: “I will increase my # of followers by 100,000 by Q4” The role of the agency in planning and IBP

Chapter 9, Chapter 10, Resource #6, Class Discussion, Experiential Learning Around Super Bowl Ads (is weird the new brilliant)

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Perspectives on creativity from class discussion and book Creativity as play Creativity in groups and individuals: brainstorming, creative abrasion and interpersonal abrasion Creativity in machines and learning to be creative Creativity, the prepared mind and wonderment Conflicts and tensions in the creative/Management interface Exhibit 9.10 Assuring poor creativity - Treat audience like statistic - Make strategy hodgepodge - Have no philosophy - Analyze your creative as you do a research report - Make the creative process professional - Say one thing do another - Give your client a candy store - Mix and match your campaigns - Fix it in production - Blame the creative for bad creative - Let your people imitate - Believe posttesting when you get a good score Exhibit 9.14 template for a creative brief Unique selling proposition Creative message strategy (discussion in class) Objectives and methods of creative message strategy (this is really the heart of Chapter 10 and also what you spent time on in Exercise 3) Exhibit 10.1 provides a summary of objectives and methods (you should be able to apply each of these objectives and methods to examples)

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Strategic implications of these different methods Influence and persuasion from class (six tactics, how they are used and how they work) 1. Reciprocity 2. Social proof 3. Commitment and consistency 4. Liking 5. Authority 6. Scarcity Transformational advertising

Chapter 12, Resource #7 (14 brands doing it right) - One example of ads with a higher purpose is Disney’s war on Childhood obesity, but there are several other campaigns of this type several were discussed in class - Measured and unmeasured media (what possible reasons explain the ratio of ad spending by measured and unmeasured) - Above-the-line promotion (traditional measured media) - TV, newspapers 56% - Below-the-line promotion ( unmeasured; everything else) - Paid internet search, coupons, product placement, events, etc. - Media plan, media class, media vehicle and media mix - Media plan: specifies the media in which advertising messages will be placed to reach the desired target audience (strategy, objectives, media choices, and schedule) - Media class: broad category of media (TV, radio, newspaper) - Media vehicle: particular option for placement within a media class (ie. newsweek is media within the magazine class) - Media mix: blend of different media that will be used to effectively reach the target audience - Choosing the vehicle to reach the target audience: prototyping, segmentation and big data to do micro targeting - Big data: social networking, search engines, incredible mass of detailed consumer info - Analyzing consumer behavior and searches (GPS) - Microtargeting: pay to optimize your browser for benefit or place an ad in real time (current location/ time) - CONS: haven’t figured out how to leverage big data to real integrated brand communications - Prototyping: - Segmentation: - Single source tracking services - Information not only on demographics but also on brands, purchase size, purchase frequency, prices paid, and media exposure - Find: how many consumers have tried the brand, what works/sells better, what reaches the largest audience? - Geo targeting and examples of how it works and doesn’t work - Placement of ads in geographic regions where higher purchase tendencies are evident - Wasteful to advertise in an area where the product isn’t sold - Great when small unknown shops are advertised when you’re 2 blocks away - Reach, frequency and effective reach and effective frequency (also keep in mind how these relate or do not relate to social media and branded entertainment) - Reach: # of people/ households in a target audience who will be exposed to

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media schedule at least once - Reach is 10% if the ad is seen at least once by 10% of the audience viewing American Idol - Frequency: average number of times an individual or household within a target segment is exposed to media - Effective frequency: number of times a target audience needs to be exposed to a message before the objects of the advertiser are meet (communication or sale) - Effective reach: number of consumers in target audience that are exposed to an ad some minimum amount of times Gross impressions, types of exposures and between and within vehicle duplication - Message weight: gross number of advertising messages or exposure opportunities within a schedule. total mass of advertising delivered - Gross impression: the sum of exposures to the entire media placement in a media plan - Potential ad impressions (opportunities): common for carrying advertisements - Between: people who are exposed to ad A and also B (2 diff vehicles) - Within: people who see ad A one day, and A again the next (same vehicle) Recall class discussion of the explosion in media but the relative stability in ads that we have some awareness of and that made an impression Continuity (continuous scheduling, flighting and pulsing), but also how these are shaped by new media patterns - Continuity: pattern of placement of as in media schedule - Over a steady rate over a period of time - Flighting: scheduling heavy for a period (2 weeks) then stopping, then heavy again (seasonal) - Pulsing: continuous and flighting together, continuous advertising with heavy periods (clothing: necessary all year but have seasonality) Forgetting function and how it evolved and how we have learned to think about memory differently - Interval things fade from memory - Continuous: better memory for established brands - Memory (recall) is hard to measure so proceed with CAUTION Square root law (arguments in support and arguments against) - Recognition of print ads increases as the visuals increase - One page of ad is more memorable than half a page - Pros: ability to focus on one ad, depends on budget, creativity - Cons: must be similar to competitor ads Competitive media assessment - Share of voice assessment for 10 media platforms - Particular brands vs. all brands in same product category - Can tell what competitors are doing (investing in ads) Share of Voice (remember our discussion of Share of Voice for Social Media)

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- Brand expenditures/ overall spending in category CPT (cost per thousand) and Media Efficiency - (Cost of media* 1000) / total audience - Compare media efficiency between 2 choices or media vehicles Brand communities and how they change the Brand-Consumer Relationship NPS (Net promoter score and how it’s used) Recall discussion of more nuances in brand comments. - Essential good vs. bad mentions (track uses of brand comments) Media choice and integrated brand promotions Branded Entertainment (product placement, storyline integration, original content) Recall discussion from class 1. Product placement: common, least expensive (movies) 2. Storyline integration: U...