Seminar 228 443 Language Culture Advertising Dr Teri

Seminar 228. 443: Language & Culture Advertising Dr. Teri Shaffer Interim Director of the MBA Program Associate Professor of Marketing 1

Sources of Information n n Bergh and Katz (1999), Advertising Principles: Choice, Challenge, and Change, NTC Business Books. Wells, Burnett, & Moriarty (2000), Advertising: Principles and Practice 2

Introduction n Marketing & advertising connection Integrated marketing communications (IMC) Case study: IMC campaign 3

What Is Marketing? The American Marketing Association Defines Marketing as the Process of Planning and Executing the Conception, Pricing, Promotion, and Distribution of Ideas, Goods, and Services to Create Exchanges That Satisfy the Perceived Needs, Wants, and Objectives of the Customer and the Organization. 4

Marketing Concept n n Step 1: determine what the customer needs and wants. Step 2: develop, manufacture, market, and service the goods/services that fill those particular needs and wants. 5

Four Tools of Marketing Wells, Burnett, Moriarty 2000 6

Integrated Marketing Communications (IMC) n n n Practice of unifying all marketing communication tools To communicate in a consistent way To & with stakeholder audiences 7

Marketing Communications Former times: everybody did their own thing!! n Today: all parties must blend their efforts into producing coordinated marketing communication. n 8

The Structure of a Campaign Plan n Campaign is complex set of coordinated activities Set of objectives Short-term plan (1 year) 9

IMC Campaign Outline n I. III. IV V. n VI. n n Situation analysis SWOT analysis Campaign strategy Media plan Marketing communications activities Appropriation & budget 10

I. Situation Analysis Product & Company The Most Important Research Areas Are: Consumer & Stakeholder Market Analysis Competitive Analysis Industry Analysis Marketplace Analysis 11

II. SWOT Analysis Internal Factors: Strengths & Opportunities External Factors: Weaknesses & Threats Problem Identification 12

III. Campaign Strategy Key Strategic Decisions Objectives Target Audiences Positioning Strategy Scheduling Strategy 13

IV. Media Plan n n n Media objectives (reach, frequency) Media strategies (targeting, continuity, timing) Media selection (specific vehicles) Geographic strategies Schedules Media budget 14

V. Marketing Communication Activities n n Sales promotions Trade promotions Direct marketing Public relations & publicity 15

Amount of Money Available Appropriation and Budget Governs all Strategic Decisions. Determine the General Scope Allocated Across Communication Activities. 16

Evaluating the Campaign Plan n n Most important step Evaluate effectiveness against objectives 17

IMC Example: Bell. South Yellow Pages Wells, Burnett, Moriarty 2000 18

Competitive Environment n n Megamergers & deregulation in telecommunications Directories proliferated 19

Bell. South Yellow Pages n n Mid-1990 s Complete review of its brand equity & awareness 20

Bell. South Yellow Pages n n Basis for developing competitive advantage over other directories Needed a new branding strategy to overcome consumer confusion & build credibility 21

Bell. South n n n Two companies South Bell serving eastern southern states South Central Bell serving south central southern states 550 cities and towns 9 state region Generating $1. 7 billion in revenue 22

Bell. South n n Renamed South Bell & South Central Bell to Bell. South Hired West. Wayne advertising agency of Atlanta to develop new positioning IMC campaign 23

Spokesperson n n Dixie Carter, Designing Women television series Remodeling project 24

Umbrella Theme n n “Start with the one you know. ” Idea was to create an image of a dependable old friend 25

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Bell. South Campaign Strategy n n Objectives Targeting Positioning Scheduling 27

Objective #1 n n n Introduce new brand, Bell. South Yellow Pages 50% unaided brand awareness in first year 80% aided brand awareness in first year 28

Objective #2 n n Communicate new brand positioning effectively Exceed Communicus, Inc. research company’s unaided recall norm of 14% 29

Objective #3 n To improve consumer usage share above 85 percent 30

Objective #4 n To meet or exceed a revenue increase goal of 2. 6% 31

Target Markets n n n n Demographic Adults 25 to 54 years Skewed toward women Psychographics (51% of usage) “Enthusiastic Brand Shoppers” “Product Value Shoppers” “New Attitude Shoppers” 32

Positioning n n n Two companies, South Bell & South Central Bell were being brought together Campaign designed to communicate new brand position for Yellow Pages “The most proven & dependable source of local buying information” in the South 33

Scheduling n n n Creative idea: design it as a serial, similar to a soap opera 11 commercials of Dixie’s efforts to renovate her river retreat She demonstrates the value of the Bell. South Yellow Pages to help her find contractors and materials 34

Communication Strategy n n n Message development research Creative theme Creative tactics and executions 35

Message Development Research n n n 21 different campaign concepts were presented to client 8 were selected for qualitative testing in 7 key markets across various target markets Only the “Dixie Carter” concept performed well 36

Message Development Research n n Copy tested by Diagnostic Research, Inc. (DRI) 3 rough TV executions to evaluate series of “episodes” 37

Message Development Research n n n Campaign achieved highest copytesting scores for the Bell. South corporation Among 5 highest scores ever for DRI 300% above norm 38

Creative Theme n n n Campaign is series of ads built around a central theme or big idea Theme creates synergy that comes from using different messages for different audiences in different media Synergy intensifies impact Impact is created by repetition But need variety to make it interesting 39

Bell. South n n Serialization of the story Over 2 year period from 1996 ran 10 different television commercials 40

Continuity Devices n n n Create link from ad to ad Characters Jolly Green Giant Pillsbury Doughboy Taco Bell dog Dixie Carter 41

Continuity Devices n n n Slogans “The Pepsi Generation” (1960 s-70 s) “The Choice of a New Generation” (1980 s) “Gotta Have It” (early 1990 s) “Be Young. Have Fun. ” (mid to late 1990 s) 42

Image Transfer n n n Ad in one medium Stimulates listener to think of ad in another medium Cheaper medium (radio, outdoor) can be used to remind people of message delivered in more expensive medium (TV) 43

Creative Tactics n n n Two steps Creative strategy What the message says Tactics How message will be executed 44

Media Plan n Developed simultaneously with creative plan Based on available $ Best combination of media vehicles 45

Examples n n n Awareness problem Widespread mass media Trial problem POP sales promotions Reach small niche Direct mail or Internet 46

Media Objectives n n Reach Frequency 47

Bell. South n n 3 psychographic segments These segments may use different media 48

Print Ad to Appeal to Shoppers 49

Bell. South n n n Specific TV programming and dayparts 40% Prime 25% Early am/daytime 20% Early news 15% Late news 50

Bell. South TV Ads n n : 60 second TV “Dixie Serial Introduction” : 30 second TV “Kitchen/Outside Atlanta/Internet Address” 51

Bell. South Yellow Pages Video: Dixie Carter Television Series 52

Bell. South n n n Radio formats Lifestyle magazines Daily newspapers 53

Bell. South Radio n n : 60 Radio Vacation/Real Talking Ads 54

Print Ads 55

Print Ad 56

Other Communication Tools n Dixie Carter was integrated into all activities 57

Subcampaigns n n B 2 B sales support campaign targeted at business owners New interactive Web site, the Yellow Pages On. Line, used direct mail and newspaper ads Donut TV ads for cooperative adv (local information such as store name & location) Advertising kit for Yellow Pages sales representatives 58

Appropriation & Budget n n Varies greatly Bell. South was mid-sized at $12 million 59

Evaluating the Campaign n Measure effectiveness against objectives 60

Objective 1 n n Introduce a new brand name 11 mo later, tracking study by Hazelton research firm 64% unaided brand awareness (goal 50%) 92% aided brand awareness (goal 80%) 61

Objective 2 n n n n Communicate new brand positioning Tracking study by Communicus Inc. Unaided advertising recall was 32% Industry norm of 14% (goal) Exceeds norm by 285% Aided recall was 79% Campaign & Dixie’s likability & believability significantly above norms 62

Objective 3 n n n Improve usage share above 85% Quarterly Performance Report by the Yellow Pages Association Usage share was 87. 1% 63

Objective 4 n n Increase revenues by 2. 6% Increase 3. 9% (50% above objective) 64

Additional Research n n Millward Brown International Consumer & business attitudes More positive for Bell. South Than for AT&T, MCI, & Sprint 65