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Chapter20-—ManagingAdvertising,SalesPromotion,PublicRelations,andDirectMarketing
Overview:
Advertising
XE"Advertising"
-—theuseofpaidmediabyasellertocommunicatepersuasiveinformationaboutitsproducts,services,ororganization-—isapotentpromotionaltool.Advertisingtakesonmanyforms(national,regional,local,consumer,industrial,retail,product,brand,institutional,etc.)designedtoachieveavarietyofobjectives(awareness,interest,preference,brandrecognition,brandinsistence).
Advertising
XE"Advertising"
decision-makingconsistsofobjectivessetting,budgetdecision,messagedecision,mediadecision,andadeffectivenessevaluation.Advertisersshouldestablishcleargoalsastowhethertheadvertisingissupposedtoinform,persuade,orremindbuyers.Thefactorstoconsiderwhensettingtheadvertisingbudgetare:stageintheproductlifecycle,marketshare,competitionandclutter,neededfrequency,andproductsubstitutability.Theadvertisingbudgetcanbeestablishedbasedonwhatisaffordable,asapercentagebudgetofsales,basedoncompetitors'’expenditures,orbasedonobjectivesandtasks,andbasedonmoreadvanceddecisionmodelsthatareavailable.
Themessagedecisioncallsforgeneratingmessages,evaluatingandselectingbetweenthem,andexecutingthemeffectivelyandresponsibly.Themediadecisioncallsfordefiningthereach,frequency,andimpactgoals;choosingamongmajormediatypes;selectingspecificmediavehicles;decidingonmediatiming;geographicalallocationofmedia.Finally,campaignevaluationcallsforevaluatingthecommunicationandsaleseffectsofadvertising,before,during,andaftertheadvertising.
Salespromotionandpublicrelationsaretwotoolsofgrowingimportanceinmarketingplan
XE"marketingplan"
ning.Salespromotioncoversawidevarietyofshort-termincentivetoolsdesignedtostimulateconsumermarkets,thetrade,andtheorganization'’sownsalesforce.Salespromotionexpendituresnowexceedadvertisingexpendituresandaregrowingatafasterrate.Consumerpromotiontoolsincludesamples,coupons,cashrefundoffers,pricepacks,premiums,prizes,patronagerewards,freetrials,productwarranties,tie-inpromotions,andpoint-of-purchasedisplaysanddemonstrations.Tradepromotiontoolsincludeprice-off,advertisinganddisplayallowances,freegoods,pushmoney,andspecialty-advertisingitems.Businesspromotiontoolsincludeconventions,tradeshows,contests,sweepstakes,andgames.Salespromotionplanningcallsforestablishingthesalespromotionobjectives,selectingthetools,developing,pretesting,andimplementingthesalespromotionprogram,andevaluatingtheresults.
Marketingpublicrelations(MPR)isanotherimportantcommunication/promotiontool.Traditionally,ithasbeentheleastutilizedtoolbutisnowrecognizedforitsabilityinbuildingawarenessandpreferenceinthemarketplace,repositioning
XE"repositioning"
products,anddefendingthem.Broadly,MPRisthoseactivitiesthatsupporttheultimatesaleofaproductorservice.Someofthemajormarketingpublicrelationstoolsarenews,speeches,events,publicserviceactivities,writtenmaterial,audio-visualmaterial,corporateidentity,andtelephoneinformationservices.MPRplanninginvolvesestablishingtheMPRobjectives,choosingtheappropriatemessagesandvehicles,andevaluatingtheMPRresults.
LearningObjectives:
Afterreadingthechapterthestudentshouldunderstand:
Theimportanceofsettingtheadvertisingobjectives
Howmediadecisionsaremade
Whymessagesmustbeevaluated
Howadvertisingbudgetsaredetermined
Howadvertisingcanbeevaluatedforeffectiveness
Thepurposeofsalespromotion
Whatsalespromotiontoolsareavailable
Howsalespromotionprogramsaredeveloped
Theimportanceofevaluatingsalespromotionresults
Theoverallprocessesandstrategiesrelatedtotheuseofdirectmarketingchannels
Theissues(publicandethical)relatedtodirectmarketing
Thefutureofdirectandon-linemarketingcapabilities
ChapterOutline
Developingandmanaginganadvertising
XE"Advertising"
program
Advertisingisanypaidformofnonpersonalpresentationandpromotionofideas,goods,orservicesbyanidentifiedsponsor.Fivemajordecisionsinvolvethemission,money,message,mediaandmeasurement
Settingtheadvertising
XE"Advertising"
objectives-—accordingtowhethertheaimistoinform,remind,orpersuade.
Decidingontheadvertising
XE"Advertising"
budget-—fivefactorstoconsiderincludestageintheproductlifecycle,marketshareandconsumerbase,competitionandclutter,advertisingfrequency,andproductsubstitutability
Choosingtheadvertising
XE"Advertising"
message-—creativestage
Messagegeneration-—utilizinganinductiveversusdeductiveframework
Messageevaluationandselection-—focusononecoresellingpropositionandaimfordesirability,exclusivenessandbelievability.
Messageexecution-—impactdependsnotonlyonwhatissaidbuthowitissaid(positioning).Creativepeoplemustalsofindastyle,tone,andformatforexecutingthemessage)
Socialresponsibilityreview-—makesurethecreativeadvertisingdoesnotoverstepsocialandlegalnorms.
Decidingonmediaandmeasuringeffectiveness
XE"Media"
Decidingonreach(numberofpeopleexposedatleastonce),frequency(totalnumberoftimestheyarereached)andimpact(qualitativevalue).
Therelationshipbetweenreach,frequencyandimpact,specificmedia,mediatiming,geographicalallocation
Mediaselection:targetaudience,mediahabits,product,message,andcost
Determiningthemostcost-effectivemediatodeliverthedesirednumberandtypeofexposurestothetargetaudience.
Choosingamongmajormediatypes
XE"Media"
Targetaudiencemediahabits
Productcharacteristics
Messagecharacteristics
Cost(basedoncost-per-thousandexposurescriterion)
Newmedia–—rethinkingtheoptions:
Commercialclutter,advertorials,infomercials
Resultiscomingdeathoftraditionalmassmedia,asweknowit–—moredirectandconsumercontrolcoming.
Allocatingthebudget-—increasinglyspentattractingattentionthanontheproductitself.
Selectingspecificvehicles–—measuresinclude:
Circulation,audience,effectiveaudience,effectivead-exposedaudience
CPMadjustmentsbasedonaudiencequality,audience-attentionprobability,editorialqualityandadplacementpolicies
Decidingonthemedia
XE"Media"
timing
Macro-scheduling(accordingtoseasonalorbusinesstrends)
Micro-scheduling(allocatingadvertisingexpenditureswithinashortperiodtoobtainthemaximumimpact)
Modelsformediatiming:Kuehn(ifnocarryoverandhabitualbehaviorthen%percentofsalesjustified)
Decidingonthegeographical
XE"Media"
allocation–
a) Nationalversusinternational
b) Spotbuying(ADIsandDMAs)
Evaluatingadvertising
XE"Advertising"
effectiveness
Communication-effectresearch–—copytesting,consumerfeedback,portfoliotests,laboratorytests
Sales-effectresearch–—shareofvoiceandshareofmarket,historicalapproach,experimentaldesign
Advertising
XE"Advertising"
effectiveness:asummaryofcurrentresearch
Salespromotion
Consistsofadiversecollectionofincentivetools,mostlyshortterm,designedtostimulatequickerand/orgreaterpurchaseofparticularproducts/servicesbyconsumersorthetrade.
Rapidgrowthofsalespromotion–—resultisclutter,likeadvertisingclutter
Purposeofsalespromotion
Varyingpurposesandresults,dependingondegreeofbrandawareness/loyalty
FarrisandQuelchbenefitsstudies–—testingtoleadtovariedretailformats
Majordecisionsinsalespromotion
Establishingobjectives(largersizedunits,trial,attractswitchers,etc.)
Selectingthesales-promotiontools(consumer-promotion,trade-promotion,and/orbusiness-andsalesforcepromotiontools)
Selectingbusinessandsales-forcepromotiontools
Developingtheprogram(makedecisionsonthesizeoftheincentive,conditionsforparticipation,durationofthepromotion,distributionvehicle,timingandthetotalsales-promotionbudget)
Pre-Pretesting,implementing,controlling,andevaluationtheprogram
Overall,salespromotionsworkbestwhentheyattractcompetitors’’customerstotryasuperiorproductandgetaswitch.
Consumersurveys,experimentsandscannerdataindicateresults
Publicrelations
Involvesavarietyofprogramsdesignedtopromoteand/orprotectacompany’’simageoritsindividualproducts.Thefiveactivitiesofpublicrelationsinclude:pressrelations,productpublicity,corporatecommunications,lobbying,andcounseling.Increasingly,marketingmanagersareturningtoMPR,whichseekstosupportmarketingobjectives.
Marketingpublicrelations
MajordecisionsinMPR
Establishingthemarketingobjectives(buildawareness,buildcredibility,stimulatethesalesforceanddealers,andholddownpromotioncosts)
DifferencesbetweenPRandMPR
Moreworkingtogether
Choosingmessagesandvehicles
Implementingtheplanandevaluatingresults
Exposures,awareness/comprehension/attitudechange
Best:sales-and-profitimpact
DirectMarketingmarketing
Growthofdirectmarketing
Directmarketingistheuseofconsumer-directchannelstoreachanddelivergoodsandservicestocustomerswithoutusingmarketingmiddlemen.
Goalislong-termrelationshipbuilding(customerrelationshipmarketing).
Growthofdirectmarketing
Cataloganddirectt-mailsalesgrowingatarateof7%percentannually,comparedtoretailsalesgrowthof3%.percent
Electronic-—Internetuserpopulationat100+million,and2millionwebWebsitesin2001.
Keyvariableismarketdemassification(constantlyincreasingnumberofmarketniches,alltiedtocostofdriving,traffic,parking,time,linesandlackofretailsaleshelp)
Days;1.5millionwebWebsites;forecast(2002)e-commercesalesof$327billion.
Benefitsofdirectmarketing–—benefitsoffocusandtimingforbothconsumersandsellers
Integrateddirectmarketing–—goalofrightoverallcommunicationbudgetandallocationoffundstoeachcommunicationtool(multiplevehicleandmultiplestagecampaigns)–—maximarketing
Majorchannelsfordirectmarketing
Face-to-faceselling–—fieldsales
Directmail–—hightargetmarketselectivity,personalized,flexible.
Postoffice,overnightcarriers,faxmail,e-mail,orvoicemail
Phasesofdirectmarketing:carpetbombing,databasemarketing,interactivemarketing,real-timepersonalizedmarketing,lifetimevaluemarketing
XE"Channels"
Constructinganeffectivedirect-mailcampaign:
Objectives-—order-responserateisusually2%.percent
Targetmarketsandprospects
Considerotherelements-—constructaneffectiveoffer.Fivecomponents:outsideenvelope,salesletter,circular,replyform,andreplyenvelope.
Offerelements
Testingelements
Measuringcampaign’’ssuccess:lifetimevalue
Breakevenresponserate,
Determiningcustomerlifetimevalue(CLV)
Catalogmarketing-—onpaper,CD-ROMoronline
Telemarketingandm-commerce
Telemarketing-—usingthetelephonetosellproducts/services–—bothinboundandoutboundfortelesales,telecoverage,teleprospectingandcustomerserviceandtechnicalsupport.
Othermajormedia
XE"Media"
fordirect-responsemarketing(direct-responseadvertising,at-homeshoppingchannels,andvideotext)
Kioskmarketing-—“customer-order-placingmachines
E-marketing-—e-businessincludesEDI,extranets,faxande-mail,ATMs,smartcards,theInternetandonlineservices(marketspace)
Permissionmarketing–—lettingconsumershaveasayinwhatcomestothem–—buildingtrust.
E-marketingguidelines—(givingthecustomerareasontorespond,personalizecontentofe-mail,offersomethingnotavailableperdirectmail,easyto““unsubscribe.””
Lecture—AdvertisingintheNewEconomy
Thislecturefocusesonthechangingnatureofeachofthepromotionalelements,particularlythedecreasinguseoftraditionaladvertisingandanincreaseinsalespromotion,publicrelationsandtheinteractivemedia.
TeachingObjectives
Toenhancethestudent’’sperspectiveontheimportantandchangingroleofadvertising
Togivethestudentperspectiveonsomeofthetoolsnotnormallyassociatedwithadvertisingandsalespromotion.
Toprovidespecificexamplesandapproachesforusingpublicrelationsinmarketingstrategy.
Discussion
Introduction-—WhereIsAdvertisingHeaded?
Thetraditionaluseofadvertisinghasfallenvictimtonewtechnologiesandchangingprioritiesinthemarketplace.Asaresult,advertisingagenciesrealizethatinordertosurvive,theymustadapt.Futuresuccessdependsontheabilitytounderstandnotjustadvertisingbutallareasofpromotion,andtoassistclientsindevelopingandimplementingIntegratedMarketingCommunicationsprograms.Inthiscontext,salespromotion,directmarketingandpublicrelationshaveallgainedprominence,duetotherelativeadvantagesofeachtool.
Itisnosecretthatconsumershistoricallyhavebeenbombardedwithtoomanyadvertisingmessagesandlikelycannotrememberthemall.Thisglutofpromotionhasledtoamarketplacethatisveryskepticalofthetraditionaladvertisingpitch.Asaresult,advertisershavebeguntodisguisetheirsalesmessages,abandoningthefamiliarpitchandembeddingmessagessubtlyintopopularculture.Productshavebegunappearingmoreregularlyintelevisionshows,onvideoandboardgames,andinmovies.
Saturation-—areAreweWethereThere?
Seekingtomakeadvertisingmoreentertaining,populartelevisionstarshavebegunportrayingtheircharactersincommercials.Researchhasshownthatfast-paced,highmovementadsaremorelikelytobewatched,particularlywhentheydonothighlightproductattributes.Thisfacthasledseveralmarketerstopresentstoriesintheirads,ratherthanprovidedetailsontheproductforsale.Theresultisthatoftenitisdifficulttotellthedifferencebetweenanadvertisementandatelevisionprogram.
Brandnamesandlogoshavebegunappearingoneverythingfrombananastobowlingpinsandsidewalkstoskipoles.Manysportsarenasarenowmorecommonlyreferredtoinconjunctionwithamajoradvertiserwhofootedthebillforneededrenovation,orpossiblyanentirelynewvenue.Eveninfomercials,whichhavetypicallybeenlowbudgetandusedbyrelativelyunknownbrands,arenowbeingemployedbybigbrands,suchasMicrosoft,FordandEastmanKodak.
Thistrendtowardblurringthedistinctionbetweenadvertisingandentertainmentisexpectedtocontinueforaslongastraditionaladvertisingmessagesrepresentnothingbutclutterinthemindsofconsumers.
Ashasbeendiscussedpreviously,themarketisfragmentedandhardertoreach.Theincreasedpowerofretailershasledtogreaterusageoftrade-orientedpromotions,newproductofferingshaveseemedanythingbutinnovative,andconsumersclearlyarelessbrandloyalthantheyoncewere.
Asaresult,therehasbeenmuchmoreemphasisonsomeofthetoolsofpromotionthatoncewererelegatedtoabackseatduringtheheightofadvertisinginAmerica.Itisusefultonotethatadvertisingspendingasapercentageoftotalpromotionalexpenditureshasdeclinedinrecentyears,whilealthoughtheInternet,salespromotion,directmarketing,telemarketingandotherformsofpromotionhaveincreased.
Mediaadvertisingaveraged42percentofcompanypromotionalbudgetsin1977,butby1999,themediaadvertisingportionofthetotalbudgetfelltounderfewerthan30percent.MuchofthisspendinghasgonetotheInternet,salespromotionanddirectmarketing.
SeekingBenefitsinSalesPromotion
Salespromotionalsohasbecomearecognizedtoolforreachingcustomersinwaysnotpossiblewithothermeansofpromotion.WhileAlthoughadvertisingfocusesprimarilyonlong-termimagebuilding,salespromotionhasashort-termorientation.SinceBecausesalespromotionencompassesactivitiesrangingfromcoupons,samplesandrefundoffers,italsocanhaveaverydirectandmeasurableimpactontheconsumer.Incompaniesthatcontinuetouseabrandmanagementstructure,thisiskeytodeterminingsuccess.Nootherformofpromotioncanelicitthesamespeedofsalesresponse.Thosewhoarefamiliarwithitsbenefitsarealsousingsalespromotionmorestrategically.
Itshouldbepointedout,however,thatsalespromotiontraditionallyhasbeenutilizedatthepointofsalesothatiteffectsaconnectiononlytothosepotentialbuyersalreadyinthemarketfortheparticularproductorservice.However,Tthisischanging,however,withatleastonesalespromotiontoolintegratedintorelationshipmarketingstrategies.Frequencymarketingprogramsthatrewardacustomerformultiplepurchasesareawidelyusedsalespromotiontacticthatencouragesbuildinglong-termcustomerrelations.
DabblinginDirectMarketing(IncludingtheInternet)
Directmarketingisbecomingthereplacementforadvertisinginmanycompaniestoday.Itisnotonlyalogicaloffshootoftheone-to-onemarketingtrend,butitalsocanbesignificantlylessexpensive,ifdoneproperly.Anotherveryimportantaspectofdirectmarketingisthatitprovidesnotonlygreatportabilityandreachbutalsotheabilitytomeasureresponse.Measuresofresponselonghavelongbeenamongthemoreimportantissuesinadvertising,andwiththerecenttechnicaladvancesthatallowpinpointmarketing,itispossibletoreachvirtuallyanycustomer,anywhere.
Comparedwithgeneraladvertising,directmarketing,whethertraditionaldirectmarketingordirectmarketingviatheInternet,enablesafirmtoselltoindividual,byname,addressandpurchasebehavior,comparedtobroadgroupdemographicandpsychographicidentificationandcontact.Also,comparedtogeneraladvertising,wheretherequirementtobuildimage,awareness,loyalty,benefitandrecallmayrequireconsiderabletimebeforeapurchaseaction,directmarketingcanmotivateanimmediateorderorinquiry.
Anothermajoradvantageofdirectmarketingisthefactthatthereisnoneedforaretailchannel;thechannelmediumnowisthemarketplaceitself.WhileAlthoughthismayworkasanegativefactorforsomeconsumerswhostillwillwantthefeelingoflessriskthatcomeswithfromdirectcontactwiththeproduct,anddirectrecourse,theoverallgainformostmarketerscanbesubstantial.
PublicRelations
Anotherintegralcomponentinmarketingstrategicplanningisconsistentpublicrelationsactivities.Publicrelationsprovidesopportunitiesforcost-effectivedifferentiationandisquicklybecomingoneofthemostimportantelementsinthemarketingmix.Becauseitcarriestheimpactofarespectedthird-partyendorsement,publicrelationsshouldworkintandemwithotherpromotionaltoolstofosteratotalcorporatecommunicationspackage.Strategicpublicrelationscan:
Buildconsumerconfidenceandtrust
Positioncompaniesasleadersandexperts
Introducenewproducts
Cultivatenewmarkets
Reachsecondarymarkets
Extendthereachofadvertising
Makenewsbeforeadvertising
Complementadvertisingbyreinforcingmessagesandlegitimizingclaims
Supplementadvertisingbycommunicatingotherproductbenefits
Gainexposureforproductsthatcannotbeadvertisedtoconsumers
Gainawarenessthroughotherthanadvertisingmedia
Tailormarketingprogramstolocalaudiencestodistinguishcompaniesandtheirproductsfromthecompetition
Winconsumersupportbyidentifyingcompaniesandbrandswithcausestheycareabout
Generatesalesinquiries
Motivatestaffefforts.
Publicrelationsactivitiesinclude:anniversaries,awardprograms,articlewriting,annualmeetings,communityprogramsandevents,customerhotlines,grandopenings,interviews,luncheons,newsletters,pressreleases,seminarsandsponsorships.
DirectMarketingandInteractiveStrategy
AsmoreclientsandagenciesbegintounderstandandexplorethemarketingpotentialoftheInternet,e-marketinghasevolvedfromcompaniessimplycreatingtheircorporatepresenceonline,toestablishmentofe-commerce-enabledsites,andtothefirststagesofbuildingandmeasuringone-to-onecustomerrelationships.HereareseveralInteractivecampaignscompetitionsthathadagoaltoengageandcreateadialoguewiththeirrespectivetargets.Bereadytojudgeeachofthem.:
Evaluatethesecampaignsbasedontheirexemplaryuseoftheelectronicmedia.Lookforonlinecampaigns(orcomponentsoflarger,integratedcampaigns)thatembodyinnovationandcreativity.Howeffectivelydoesthecampaignappeartoachievethemarketer'’sobjectivesandgoals?Dotheinteractiveelementsservetoreinforcetheobjectiveoroverallstrategy?AreIstheoverallstrategycreativeandofferwellgearedtotheonline/electronicmedium?Finally,doestheinteractivecampaignpushtheenvelope,testorexperimentwithnewtechnologies,capabilitiesand/orformats?
SpringFlingaWinnerforCoverGirl
ThisprograminvolvedrecordingavarietyofkissingsoundsforinclusionintheWebsite.Itrevolvedaroundacontestofferingachancetowin$100infreemakeup,aswellasa$500shoppingspreeinthewinner'’sfavoritestore.
Theadagencyrecognizedthatthetargetmarket-—teengirls-—compriseanInternet-savvybunchwhowouldrequiremoremotivatingcomponentsthanjustanotherdraw.Teengirlsareveryinteractive,buttheydonotwanttojustbetalkedto,ortalkedat;theywanttobeapartofit.
PreliminaryresearchbyP&Gsuggestedthatcontests,particularlythoseconductedonline,arenotmemorableforteens,accordingtoaspokespersonforCoverGirl.TheCoverGirlcomment:““Everyteenwespoketohadenteredseveralonlinecontestsinthepastmonth,butnotasingleonecouldrecallasponsorfromanyofthem."”
Accordingly,theideaoftheinteractivecampaignwastogetinteractionaroundthecolorpalette.Inotherwords,the““GetColorMatchedNow””sectionofthewebsiteWebsiteallowedbrowserstoselectmakeuphuesandbuildacustompalettetobesubmittedandsavedasthecontestentry.Theproductsofpreferencewouldbecomethefoundationofthe$100CoverGirlgiftpack,iftheparticipantwon.Inaddition,visitorsalsogainedaccesstoasavable/printableversionoftheirfavoriteshades,forfutureshoppingreference.Thiswasconsiderablymorerelevantandengagingforteenstoparticipateinthananyotheronlinecontest.
Aninitiale-mailoutliningtheprogramwassentto10,000girlswhohadoptedintoreceivetheCoverGirlConnectionsnewsletterviatheAmericanCoverGirlWebsite.WhileAlthoughtherewasnoadditionalmediaorpromotionalsupport,thesitedrewmorethan8,000uniquevisitorsduringasix-weekspan,andmorethan6,000contestentries.
Anothercomponentthathelpeddriveteenstothesitewastherefer-a-friendincentive.Kidscouldboosttheirchancesatthegrandprizewitheachsuccessfule-mailreferralatthefinalpointofcontestregistration.Infact,thiscomponentdrewa34%percentresponserate.Indeed,theentirecampaignfarsurpassedthequantifiableobjectiveofreceivinga10%percentto15%percentresponseratefortheoriginale-mail,astherateactuallyfellat39%percent.
Theadagencydetermined(nothingnew)thatfriendsarethenumber-oneinfluencersofteens'’buyingdecisions.Theprogramwassuccessfulbecauseitcreativelyleveragedthisconsumerinsightinawaythatwaslowriskandnon-nonintrusive-—itgotteenstalkingtotheirfriendsaboutCoverGirlthroughboththecontestreferralandthee-Kissapplications.
Teenscouldalsosende-Kisspostcards,bestowingpeckstopalsandboyfriends.Theyalsowereabletoselectthecoloroflips(fromarangeofCoverGirlshades),theirshapeandthesoundofthekiss.ACoverGirllogoandalinkwerevisibleonthee-mailsenttogalpals,whileanon-nonbrandedversionwasavailableforboys.
Infact,teengirlsseemedtoembracethesmooching,asthee-KisscardsgrabbedthemostattentionontheWebsite,recordinga70%percentresponserate.
CoverGirlpresentedaveryfunwayfortheirtargettointeractwiththeproducts[and]colors,whichcansometimesbeachallenge.Therefer-a-friendfeatureallowedforgreatpass-alongandincreasedthedatabaseofnamestomarkettonexttime.Consumerscouldincreasetheirknowledgeoftheproductswiththepersonalizedmakeuppalettes.
(Askforstudentevaluationshere.):
SuggestedResponse:
Thisisafunandengagingcampaignthatprovidesanexcellentexampleoftherightapproachmatchedupwiththerightmediumandtherighttargetaudience.Teenagegirlslovetotryoutthings,andtheMix&Matchcontestgavethemthisopportunity,alongwithachancetowinsomegreatprizes.Thee-Kissmarketingpostcardwasnotonlysimpleinitsdesign,butalsoontargetforthisdemographic.
ChivasRegalStirsThetheFancyOfAofaYoungerDemographic
ChivasRegalisnotjustforstodgyoldsuits,butforambitiousyoungsuitstoo.ThisiswhatparentcompanySeagramhopedtoconvincethe25-to34-year-old,university-educatedcrowdinjustthreecities,withits““WhenYouKnow””interactivecampaign.
ThechallengewasthatChivashadanolder,moreestablishedaudience,anditwastryingtoattractyoungermalesthroughacheeky,edgybanter.Seagramhopedthattheagegroupwouldrecognizethislabelasonethatrelatestotheirlifestyleandthattheywouldfeelcomfortabledrinkinginapublicforum.
Theeffortwasmainlyaboutconveyingthebrand'’ssenseofhumor.Seagramused22,000no-charge,opt-ine-mailaddressesfromane-marketingfirmtoannouncethecontest.Whenrespondentsvisited,theywereexposedtofiveFlashanimationvignettesexhibitingthewhiskeylabel'’spersonality:onethatisintelligent,irreverentandaudacious.
Inoneofthescenarios,amanstrainstosqueezeintoapairofplaidpants.Thecopyreads,"“Whenyouknow,it'’snottheclothesthatmaketheman,buttheclothesthatmakethemanbuynewclothes."”Anothershowsanattractivewomaninblacklingerieholdingawhip."“Whenyouknow,it'’sgonnahurt,butyoukindalikeit,"”itsays.
Thestrategy,whichlinkedbacktoChivasRegal'’sglobal““WhenYouKnow””print,TVandoutdoorventure,presentedatargetedeffortgearedatupwardlymobileurbanites.Thetaglineneatlyrelatesbacktothebrandbecauseitimpliesthatwhenyoureachacertain
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