Launch! Advertising and Promotion in Real Time, 2009a
Launch! Advertising and Promotion in Real Time, 2009a Launch! Advertising and Promotion in Real Time, 2009a
they wanted to see recipes for lighter foods (which would also be “more heavenly”), and they suggested brighter and lighter blue colors for the background, which were more evocative of what they envisioned “heaven” to look like. Kraft made these improvements and enjoyed strong sales results from the campaign: the newspaper ads increased the product’s sales volume by 15 percent, and the combined newspaper and TV campaign generated a 26 percent increase in sales. [4] SS+K Spotlight While feedback to a concept can sometimes be helpful, it is the brand and the agency experts who are ultimately responsible for deciding whether the campaign works. There is a strong school of thought that opposes concept testing, as we can imagine some of the most brilliant work we’ve seen out there would have been “killed” by a focus group. At msnbc.com they decided not to test their creative concepts because the brand was making a new statement and everyone involved knew that they had to take a stand. However, there are other situations where a larger consensus is necessary. For example, SS+K’s design team, led by Alice Ann Wilson, collaborated with the creative team Matt Ferrin and Sam Mazur to update the msnbc.com logo. After giving feedback and narrowing it down to a few options, Catherine Captain offered msnbc.com employees a chance to opine and vote on the new identity for the brand. Ultimately, marketers should learn from feedback but rely on their expertise to make the final call. Audience Definition and Profiling Defining and targeting your audience is the best way to ensure a match between the company’s product or service and the consumer’s needs. Often, the more a company knows about its audience, the more effective its ads will be—and the company may uncover needs for new products that it didn’t know about. Granular audience profiling includes all aspects of demographics (age, gender, income, ethnicity, geography, industry, and job function) as well as psychographic information (interests, behaviors, and values) coupled with media habits across all media channels (print; online ads, searching, blogging, podcasting, social networking; radio; mobile and SMS; billboards; TV; trains, buses, subway). The goal is to carve out segments within your audience universe and develop target-specific messaging in the media that each target uses. The more information you can provide to the creatives, the better. For example, consider the differences among the consumer profiles for hiking shoes compared to walking shoes compared to casual sneakers. Saylor URL: http://www.saylor.org/books Saylor.org 165
The consumer of hiking shoes tends to be younger, more rugged, and more outdoorsy compared to the others and is likely to read a magazine like Outdoors. The consumer for walking shoes tends to be older than the other two and more affluent; he is concerned about appearance, comfort, and status. The consumer of casual sneakers is more easygoing, less affluent, and more likely to watch TV. The clearer the picture creatives have of their potential customer, the better they can target the advertising. Thus, the walking shoe customer will be more likely to respond to an ad that touts the health benefits of walking than will a casual sneaker customer. SS+K Spotlight After extensive research and data, SS+K and msnbc.com identified a niche for their product, and a newly defined segment of their audience was born. We’ll learn more about that new audience in Chapter 6 "Segment, Target, and Position Your Audience: SS+K Identifies the Most Valuable News Consumer". KEY TAKEAWAY Research provides crucial inputs at several stages of message development. It helps to generate ideas based upon the experiences of real people and how their needs evolve. It provides reactions to concepts so that the agency can choose those that work as it throws a bunch of ideas against the wall to see which stick. And research that profiles potential customers is imperative; insights will help strategists to select the most attractive market and creatives can develop a position for a brand that best meets the needs of that market. EXERCISES a. Describe the role research plays in the creation of a successful campaign or product launch. b. Explain the process of idea generation and provide an example of a new idea you have seen or experienced lately. c. Explain the process of concept design and testing. Create an example to illustrate how this process might work. d. Criticize the process of audience definition and profiling. As you review the positives and negatives, remember to comment on what you perceive to be the future of audience profiling. Saylor URL: http://www.saylor.org/books Saylor.org 166
- Page 116 and 117: it’s not subliminal; the stimulus
- 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.
- Page 128 and 129: products with others and to solicit
- Page 130 and 131: community hub on Yahoo! it calls Po
- 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
- Page 138 and 139: 1a &ex=1369108800&partner=USERLAND&
- Page 140 and 141: advertising and ad men (and women)
- 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
- Page 156 and 157: magazines they prefer, an agency co
- Page 158 and 159: a. Identify and discuss the signifi
- Page 160 and 161: more natural and objective than int
- Page 162 and 163: Results showed that sportier models
- Page 164 and 165: 5.5 Using Research to Guide a Succe
- Page 168 and 169: [1] Quoted in Lisa McTigue Pierce,
- Page 170 and 171: a U.S. Army ad, see yourself walkin
- Page 172 and 173: audience profiling to become more t
- Page 174 and 175: “The key turning point of this wh
- Page 176 and 177: Life stage (e.g., empty-nest parent
- Page 178 and 179: feather flock together”). PRIZM (
- Page 180 and 181: fashionable. Bloomie’s research d
- Page 182 and 183: Actualizers, the top VALS2 group, a
- Page 184 and 185: Surveys of consumer behavior (for e
- Page 186 and 187: generic attribute and not a point o
- Page 188 and 189: 2. Demographics are measurable aspe
- Page 190 and 191: What Are the Properties of a Good T
- Page 192 and 193: conversation. The customer would ha
- Page 194 and 195: 6.3 Position Your Brand: Why Will T
- Page 196 and 197: The average Buick buyer is a man in
- Page 198 and 199: 6.4 Exercises TIE IT ALL TOGETHER N
- Page 200 and 201: muscle is being used to bring such
- Page 202 and 203: check any information on ethics pro
- Page 204 and 205: times like now. We see this situati
- Page 206 and 207: than 32 percent in just two years w
- Page 208 and 209: SS+K Spotlight Since msnbc.com’s
- Page 210 and 211: Clients use a variety of methods to
- Page 212 and 213: How Loud Are You? Share of voice (S
- Page 214 and 215: properties, and sci-fi sites over a
The consumer of hik<strong>in</strong>g shoes tends to be younger, more rugged, <strong>and</strong> more outdoorsy compared to the<br />
others <strong>and</strong> is likely to read a magaz<strong>in</strong>e like Outdoors. The consumer for walk<strong>in</strong>g shoes tends to be older<br />
than the other two <strong>and</strong> more affluent; he is concerned about appearance, comfort, <strong>and</strong> status. The<br />
consumer of casual sneakers is more easygo<strong>in</strong>g, less affluent, <strong>and</strong> more likely to watch TV. The clearer the<br />
picture creatives have of their potential customer, the better they can target the advertis<strong>in</strong>g. Thus, the<br />
walk<strong>in</strong>g shoe customer will be more likely to respond to an ad that touts the health benefits of walk<strong>in</strong>g<br />
than will a casual sneaker customer.<br />
SS+K Spotlight<br />
After extensive research <strong>and</strong> data, SS+K <strong>and</strong> msnbc.com identified a niche for their product, <strong>and</strong> a newly<br />
def<strong>in</strong>ed segment of their audience was born. We’ll learn more about that new audience <strong>in</strong> Chapter 6<br />
"Segment, Target, <strong>and</strong> Position Your Audience: SS+K Identifies the Most Valuable News Consumer".<br />
KEY TAKEAWAY<br />
Research provides crucial <strong>in</strong>puts at several stages of message development. It helps to generate ideas<br />
based upon the experiences of real people <strong>and</strong> how their needs evolve. It provides reactions to concepts<br />
so that the agency can choose those that work as it throws a bunch of ideas aga<strong>in</strong>st the wall to see which<br />
stick. And research that profiles potential customers is imperative; <strong>in</strong>sights will help strategists to select<br />
the most attractive market <strong>and</strong> creatives can develop a position for a br<strong>and</strong> that best meets the needs of<br />
that market.<br />
EXERCISES<br />
a. Describe the role research plays <strong>in</strong> the creation of a successful campaign or product launch.<br />
b. Expla<strong>in</strong> the process of idea generation <strong>and</strong> provide an example of a new idea you have seen or<br />
experienced lately.<br />
c. Expla<strong>in</strong> the process of concept design <strong>and</strong> test<strong>in</strong>g. Create an example to illustrate how this process might<br />
work.<br />
d. Criticize the process of audience def<strong>in</strong>ition <strong>and</strong> profil<strong>in</strong>g. As you review the positives <strong>and</strong> negatives,<br />
remember to comment on what you perceive to be the future of audience profil<strong>in</strong>g.<br />
Saylor URL: http://www.saylor.org/books<br />
Saylor.org<br />
166
Change language