Product, Price, Place Promotion

5th- Position

Strategic decision that sets a brand apart from competing brands.

Differentiation is key. 

Marketing communications and advertising are critical in positioning. 

1.Source:

Sponsor--> Author-->Persona

2.Message Type:

autobiography, narrative, drama

3.Receivers:

Implied consumers-->Sponsorial

consumers--> Actual consumers

4. Feedback form consumer -->sponsor

5. Repeat

Advertising is used to help attract Marketing primary purpose: revenue.

*To identify products and differentiate them from others.

*To build value, brand preference, and loyalty.

Printing Press- most important development in advertising history

Led to new advertising vehicles: signs, flyers, newspapers

Drove literacy

1. Transportation facilitates distribution

2. Producers need mass consumption to meet their new mass production

3. Radio and TV

Ad history: Golden Age

1940-1980

Creative revolution

Pepsi evolution

The Product positioning era

1. Traditional products meet more competition

2. Public becomes more aware of life quality

3. Evolution of technology- new ways of advertising

Ad History

Global Interactive Age: 21st century

1. the world of digital and social media

2. not just mass media anymore- agencies adapt

3. New relationships with consumers

4. A new way of looking at media: paid, earned, owned

States that in a economy that produces more goods and services than can be consumed, advertising serves two important purposes:

1. Complete Information; It keeps consumers informed of their alternatives

2. Self-interest; its allows companies to compete more effectively for the consumer dollars.

1. Advertisers (clients)- McDonalds

2. Agencies- plan & create Ad campaigns

3. Suppliers- photographers, illustrators, printers, video production houses

4. Media- sell time on radio and TV and space in print, out door or digital media.

An agency equipped to serve its clients in all areas of communication and promotion. 

*planning, creating, producing ads, performing research, media selections services.

Non advertising services: 

*Sales promo materials, publicity articles, annual reports, trade show exhibits, and sales train materials. 

*prepare artwork for reproduction

*operate digital scanning machines

Research firms that work outside of an agency. They may come in all sizes and specialties, and they employ staff statisticians, field interviewers, and computer programmers, as well as analysts with degrees in:

psychology, sociology, and marketing.

*the liason between the agency and the client

*manages the agency's services for the benefit of the client

*represents the agency's point of view to the client

the special relationship between a customers needs and the products problem-solving skills

*use research to develop maximum utility

inconsistancy between a consumer's beliefs and what the reality becomes:

was it worth the money?

will it last?

could i find a better on for cheaper?

standards used to judge the features and benefits of alternative products.

ex: brand preference, style, speed, durability

a change in belief, attitude, or behavioral intention

ex: comparison/competitive markets like phone service.

physical info we receive through our senses.

ex: seeing a taco bell commercial and then hungry

combination of name/words/symbols/designs that identifies the product and its source and distinguishes it from competing products.

*fundamental differentiating device for all products

the totality of what consumers and other external parties fall and think about a brand over an extended period of time. 

=the value of the brand

DNA: brand identity MUST be associated with core values

values: the take away associations

identity:3-5 words you want consumers to associate with your brand

1. identifying groups of people/orgs with shared needs and characteristics.

2.combining these markets into bigger market segments according to their interest in the products utility

segments by:

1. user status- non user, potential user, ex user, sole user

2. purchase occasion- regular occasion, special occasion

3. benefits sought- economy, convenience, prestige

people in one region of a country have different needs and wants than other regions. 

florida: boats jetskis

PRINT: Newspaper, magazine

ELECTRONIC: radio, TV

DIGITAL INTERACTIVE:Internet Kiosks, ATMs

DIRECT MAIL:Catalog, Brochure

OUT OF HOME: outdoor, transit

PRINT: Ny times, elle

Electronic: The ellen degeneres show

Digital interactive: yahoo, email, facebook

direct mail: spiegel

out of home: billboards, bus benches

1. situation analysis and problem definition

2. exporatorary research

3. construction of research objectives

4. formal resaerch

5. interpretation and reporting findings

clear, quantifiable goals to be accomplished during a specific time period

promise the audience that experiencing the utility of the product or service will be rewarding. 

*speak a foreign language in 30 days or get your money back!

announces news or promises information

*Osama is dead

orders the reader to do something, so it might seem negative. 

*Obey your thirst

writers immediately explain or develop headline

very factual

purchased for entertainment, info or both, are edited for consumers who buy products for their own personal consumption. 

Ex: Time, Glamour, Good Housekeeping

page rate/ (circulation/1000)= CPM

how much it costs to reach a thousand people with a one time full page ad

Pros: mass coverage, cheap, some selectivity

Cons: high production costs, high airtime cost, limited selectivity, brevity, clutter, zipping&zapping

Pros: Selectivity, audience demographics, low cost, flexibility

Cons: limited reach, fragmentation, quality, zipping&zapping

1. identify stations with the greatest concentration

2. identify stations with a good format for buyers

3. What time to run the ad

4. make a schedule of the best time periods

5. asses buying the time; use reach&freq

6. determine cost per 1000 ppl reached

7. negociate and place the buy

1. bulletin structures- billboards

2. 30 sheet poster panel

3. stock posters

4. junior posters

5. spectaculars- times square