Launch! Advertising and Promotion in Real Time, 2009a

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community hub on Yahoo! it calls Pontiac Underground (http://pontiacunderground.com, “Where Passion for Pontiac Is Driven by You”). The carmaker does no overt marketing on the site; the idea is to let drivers find it and spread the word themselves. Users share photos and videos of cars using Flickr and Yahoo! Video. A Yahoo! Answers Zone enables knowledge sharing. Meanwhile, a list of Pontiac clubs in the physical world and on Yahoo! Groups allows users to connect offline and online. [10] Dig Deeper For many years BMW’s advertising has emphasized its sophisticated engineering as it appealed to affluent car enthusiasts. Lately, however, the company is broadening its message to be one of innovation and independence, as it hopes to entice drivers who are more captivated by the style of a car’s interior than the engine that sits under the hood. In one ad, the company highlights the design for a glass-walled new factory in Leipzig rather than a car model. Its strategy is to appeal to what it calls “the idea class”: selfmotivated architects, professionals, and entrepreneurs who value authenticity and independent thinking. They buy luxury cars, but they’re not car nuts. Why the change? An internal study found that of the 1.9 million consumers who bought luxury cars in a recent year, 1.4 million didn’t even consider BMW. About six hundred thousand of those non–BMW purchasers said they were looking for a car that’s fun to drive. A BMW marketing executive noted that for the company, “that is low-hanging fruit.” Still, many of those buyers instead drove home a Saab, Infiniti, Acura, or Lexus. The new ads were created by GSD&M/Idea City, BMW’s ad agency, to convince these people that the values of innovation and independent thinking run deep in the company’s corporate culture (presumably in contrast to larger automakers that aren’t as free to innovate). As this executive observed, “It should appeal to the idea class that we are independent, that we are free to do something.” [11] KEY TAKEAWAY Each of us belongs to many groups—some by birth and some by choice. To a greater or lesser extent these group memberships influence our consumption choices and the types of advertising messages that appeal to us. A product’s (perceived) connection to a group we find desirable often is a key theme in advertising. EXERCISES Saylor URL: http://www.saylor.org/books Saylor.org 129
a. Explain the role opinion leaders and market mavens play in shaping communications about new products. b. List and describe each of the various group identification forms discussed in this section of the chapter. Provide a brief example of each of the forms you have listed. [1] Everett M. Rogers, Diffusion of Innovations, 3rd ed. (New York: Free Press, 1983). [2] http://www.bzzagent.com/signup/NewAgentSignup.do (accessed July 8, 2008). [3] Laura J. Yale and Mary C. Gilly, “Dyadic Perceptions in Personal Source Information Search,” Journal of Business Research 32 (1995): 225–37. [4] Russell W. Belk, “Occurrence of Word-of-Mouth Buyer Behavior as a Function of Situation and Advertising Stimuli,” in Combined Proceedings of the American Marketing Association, series no. 33, ed. Fred C. Allvine (Chicago: American Marketing Association, 1971): 419–22. [5] For discussion of the market maven construct, see Lawrence F. Feick and Linda L. Price, “The Market Maven,” Managing (July 1985): 10; scale items adapted from Lawrence F. Feick and Linda L. Price, “The Market Maven: A Diffuser of Marketplace Information,”Journal of Marketing 51 (January 1987): 83–87. [7] C. Whan Park and V. Parker Lessig, “Students and Housewives: Differences in Susceptibility to Reference Group Influence,” Journal of Consumer Research 4 (September 1977): 102–10. [8] Kenneth J. Gergen and Mary Gergen, Social Psychology (New York: Harcourt Brace Jovanovich, 1981), 312. [9] http://smackinc.com/media/pdf/brand_communities_jones_soda.pdf (accessed July 8, 2008). [10] Laurie Petersen, “Pontiac Goes Underground to Tap Fans,” Marketing Daily, February 8, 2007, http://www.mediapost.com/publications/?fa=Articles.show Article&art_aid=55227 (accessed February 8, 2007);http://pontiacunderground.autos.yahoo.com (accessed July 8, 2008). [11] Quoted in Neal E. Boudette and Gina Chon, “Brawny BMW Seeks ‘The Idea Class,’”Wall Street Journal, August 2, 2006, B1. Saylor URL: http://www.saylor.org/books Saylor.org 130
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This text was adapted by The Saylor
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1.1 Why Launch!? LEARNING OBJECTIVE
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1.2 Meet Our Agency Partner: SS+K L
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This perspective is a consumer-cent
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Follow the e-mail trail. Dr. Duke C
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As you can see, it takes a village
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1.3 The Pitch: Win the Account LEAR
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Initial strategic thinking. Before
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Figure 1.9 The Pitch Process How do
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1.4 Let’s Meet the Potential Clie
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1.5 Exercises TIE IT ALL TOGETHER N
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message to them. What do you percei
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LEARNING OBJECTIVES After studying
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eally are trying to fake you out. F
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MySpace. We weren’t early enough
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Specialty print media include bookl
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Ad-Supported Content Ad agencies ar
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[5] “Traditional Radio’s Digita
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the promotional activities that int
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increasingly thin layer of audience
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Figure 2.8 A sales promotion is a t
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2.3 Advertising Industry Structure
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Figure 2.10 Matrix Organization in
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P&G reacted to this problem when it
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Media buyers and media planners eva
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Within a company, the jobs of the a
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[1] Suzanne Vranica, “Ad Houses W
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drumsticks and simulated drumhead p
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Figure 3.1 Build a Foundation Chapt
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3.1 Economic Effects of Advertising
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Broadcast radio and TV rely exclusi
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3.2 The Good: Advertising Enhances
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washing with soap, that remain kill
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share, so they tend to be more stri
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now one of the primary attributes s
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[8] Mister Snitch!, “Top Ten Reje
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here is subjective—your image of
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“If you let me play sports, I wil
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Categories can be made quite specif
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Page 84 and 85: 3.4 Advertising Regulation: Who Loo
Page 86 and 87: Agencies), the ANA (Association of
Page 88 and 89: [3] American Association of Adverti
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Page 92 and 93: Chapter 4 Consumers and the Communi
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Page 96 and 97: 4.2 Is the Medium the Message? Comp
Page 98 and 99: Figure 4.4 SS+K used actor George C
Page 100 and 101: SS+K developed a comparative messag
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Page 104 and 105: After studying this section, studen
Page 106 and 107: SS+K Spotlight The memes and trends
Page 108 and 109: 4.4 Decision Making LEARNING OBJECT
Page 110 and 111: Motivation refers to the processes
Page 112 and 113: 4.5 Internal Influences on Consumer
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Page 118 and 119: Product line extensions. Marketers
Page 120 and 121: 1. Sensory memory permits storage o
Page 122 and 123: Of course, the nature of the ad its
Page 124 and 125: c. Create an example involving a lo
Page 126 and 127: [24] Raymond R. Burke and Thomas K.
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Page 132 and 133: 4.7 Culture, Globalization, and Adv
Page 134 and 135: Advertisers have (for the most part
Page 136 and 137: Why do they bother? Their goal is t
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Page 142 and 143: Chapter 5 Know Your Audience: SS+K
Page 144 and 145: 5.1 Types of Data LEARNING OBJECTIV
Page 146 and 147: preferable but harder and more expe
Page 148 and 149: One really encouraging finding from
Page 150 and 151: Figure 5.4 Brand Tags Dig Deeper Th
Page 152 and 153: irreverent British tastes. “In th
Page 154 and 155: KEY TAKEAWAY Primary data refers to
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Page 158 and 159: a. Identify and discuss the signifi
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Page 162 and 163: Results showed that sportier models
Page 164 and 165: 5.5 Using Research to Guide a Succe
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Page 168 and 169: [1] Quoted in Lisa McTigue Pierce,
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fashionable. Bloomie’s research d
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Actualizers, the top VALS2 group, a
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Surveys of consumer behavior (for e
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generic attribute and not a point o
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2. Demographics are measurable aspe
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What Are the Properties of a Good T
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conversation. The customer would ha
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6.3 Position Your Brand: Why Will T
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The average Buick buyer is a man in
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muscle is being used to bring such
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check any information on ethics pro
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times like now. We see this situati
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than 32 percent in just two years w
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SS+K Spotlight Since msnbc.com’s
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Clients use a variety of methods to
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How Loud Are You? Share of voice (S
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properties, and sci-fi sites over a
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3. List and discuss the keys to usi
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Southern California, and it aims to
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are positive or negative and whethe
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the company spent on TV advertising
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y category (agency fee, production,
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You can list the pros and cons of t
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AD-VICE 1. A company is trying to d
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We are now eight months prior to th
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After studying this section, studen
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Just as people have personalities,
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KEY TAKEAWAY The power of branding
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well. It may also reveal indirect c
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ealistic feel for its market positi
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In contrast, opportunities and thre
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8.3 Define Where You Want to Go: Se
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You’ll learn more about how these
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adio, or read magazines. It may als
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Figure 8.5 Anatomy of a Creative Br
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Figure 8.7 The Communications Brief
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KEY TAKEAWAY This section described
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2. Is there a Chick-fil-A in your n
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Chapter 9 Choose Your Communication
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direct mail people, whoever else yo
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Campaigns that utilize multiple med
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9.2 Elements of the Promotional Mix
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team is more relevant and effective
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virtual trade shows that you attend
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newsworthy, such as announcing a ne
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aloud. Salespeople in fashion retai
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drive potential new Sun customers t
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service Loopt, which allows its sub
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Fox: Ads That Can Change Pitch,”
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The third campaign in the series be
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Pool Resources with Associations an
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1. Assume that you are a proponent
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Chapter 10Plan and Buy Media: SS+K
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10.1 Traditional Advertising Media
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The print portion of the media plan
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The television plan that The Media
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“advertising abhors a vacuum,”
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Lack of messaging. Although sponsor
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KEY TAKEAWAY Traditional media incl
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10.2 New Media LEARNING OBJECTIVES
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In order to maximize the effectiven
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presented by Craftsman at Sears,”
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As the tip of the iceberg, MTV rece
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are used to getting from real-world
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where they select the flavor of the
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catch up to Google (which provides
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[16] Quoted in Paul Hyman, “Burge
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2. Demonstrate how media planning i
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A common place for these negotiatio
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Cost per thousand (CPM) Calculation
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outdoor advertising, online banner
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c. Define and discuss impressions,
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Assume that your advertising agency
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Assume one of two roles: (a) You ar
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11.1 Execute on Media Platforms LEA
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Figure 11.4 The other campaign opti
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Figure 11.8 The client’s new logo
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Subject matter, composition, color,
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visually.” Sound effects reinforc
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from the opposite direction seeing
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TV: Online ads are like TV commerci
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The total spending on alternative m
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[6] Quoted in Martin Pazzani, “Ma
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is a more accurate measure of likel
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position for Apple as revolutionary
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prompted the viewer to think about
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11.3 Exercises TIE IT ALL TOGETHER
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products? What do you think the fut
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Chapter 12 Make the Message Sell: S
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1. Define relevance and resonance.
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The common denominator among the mo
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[5] Quoted in Geoff Colvin, “Sell
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In 2007, Dial rebranded its Soft &
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It also helps when viewers don’t
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The solution? Advertisers need to s
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[2] David Carr and Tracie Rozhon,
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providing our consumers with even m
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Tupperware Chairman-CEO Rick Goings
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KEY TAKEAWAY An executional framewo
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1. Characterize the members of an a
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Art direction has grown in importan
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You can explain why having an emoti
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3. Go to at least one favorite maga
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accomplished this by designing mult
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As you saw in the media plan we pre
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13.4 TV Another important element o
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Figure 13.7 The banners titled “P
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The “Keywords” banner ads were
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13.7 NewsBreaker Game Another insig
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13.8 NewsBreaker Live The final pus
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13.10 Spectrum Home Page Figure 13.
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14.1 ROI: Show Me the Money LEARNIN
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Marketers echo this pessimism; many
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The ROI for any campaign must relat
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[1] Jeff Lowe, “The Marketing Das
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While an advertiser in the 1960s co
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National cable metrics from the msn
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Figure 14.8 msnbc.com purchased a
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Read Most: The percentage of reader
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Double-page spreads and bound multi
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14.3 ROI for Alternative Media LEAR
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Outdoor advertising is quickly movi
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procure products they needed to dre
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Figure 14.15 Chart tracking number
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Online advertising formats have his
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Figure 14.18 In order to optimize o
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In addition to measuring elements o
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Figure 14.24 SS+K compared the rate
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Table 14.1 Final Takeaway and Lesso
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[2] “The Association of National
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14.4 Exercises TIE IT ALL TOGETHER
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site. Summarize what you have learn
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