Launch! Advertising and Promotion in Real Time, 2009a

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muscle is being used to bring such products as Vitamin Water to the attention of the consuming public. Another reason for increasing consumer attention is the maverick use of advertising by Vitamin Water. The labels, packaging, and advertising for Vitamin Water are highly entertaining. Using celebrity endorsements, humor, and provocative visuals in advertising is a somewhat unusual strategy for a producer in this product category. To learn more about Vitamin Water advertising, visit the Vitamin Water Web site at http://www.vitaminwater.com. Assume that a large public university was the target for Glacéau’s Vitamin Water launch introduction in the Midwest. What targeting and positioning strategies would you recommend to Glacéau? Explain the rationale for your recommendation and any assumptions you have made. Be sure to consider competitors that you might encounter during your campus launch. DIGITAL NATIVES As indicated in the chapter, one of the ways to conduct psychographic segmentation research is to use SRI International’s VALS2 to create and group market segments. According to SRI International, “VALS reflects a real-world pattern that explains the relationship between personality traits and consumer behavior. VALS uses psychology to analyze the dynamic underlying consumer behavior preferences and choices.” [1] To learn more about VALS2 and other SRI International products and services, visit http://www.sric-bi.com/VALS/. Your assignment is to take the VALS survey mentioned in SRI International’s Web site. Once you have completed the survey, print the detailed summary results that will categorize you into two of the eight VALS2 categories. Review the summary provided to you and the VALS2 Segments list described on the Web site. Do you agree with the VALS2 assessment? Explain. Given the information you have reviewed, write three advertising themes that might be used to reach you (and others like you) based on your VALS2 categories. If possible, compare your thoughts and ideas to others in the course. AD-VICE Saylor URL: http://www.saylor.org/books Saylor.org 199
1. Create a collage that demonstrates the various aspects of behavioral segmentation. Use popular magazines to create your illustration. Indicate any examples within your collage that demonstrate the 80/20 rule. 2. Using information from the chapter, create a comparison between consumer segmentation (e.g., demographic, geographic, psychographic, and behavioral segmentation) and business segmentation (e.g., B2B segments). What key elements do you think clearly separate these two forms of segmentation? Be specific. 3. Use yourself as an example of Web behavior tracking. Track your Web activity for one week and note all the various Web sites that you visit. Comment on any behavior tendencies that you note about your Web visits. Based on these visits, describe how behavioral targeting by an advertiser might be used to reach you during your visits to the various Web sites. 4. Using the “value” and “performance” positioning dimensions described in the chapter, construct a product positioning map for six different automobile brands or models. To construct your product positioning map, put the value dimension on a vertical axis and performance dimension on a horizontal axis. This will create four distinct positioning cells for your illustration. Note that there should be a highto-low or positive-to-negative dimension for axes on your illustration. As you place the six automobile brands on your illustration, note how many compete in the same positioning space. Comment on how advertisers might differentiate their brand from those of competitors within one of your congested positioning spaces. ETHICAL DILEMMA Although targeting selected market segments for advertising and marketing messages would seem to be a sound strategy for any company, there can be difficulties. Some companies have been accused of using segmentation approaches that discriminate against certain groups within society. Complaints have been raised about potential discrimination based on race, culture, age, gender, and sexual lifestyle. Assume that you have been asked to review segmentation profile practices. Pick one company that you believe avoids discrimination in market targeting and one company that you believe does not. Compare and contrast the two companies with respect to their market target selection process and how the market targets are approached. Comment on any perceived ethical practices that you are aware of. Be sure to Saylor URL: http://www.saylor.org/books Saylor.org 200
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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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Luxury products are not a bad or wa
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[9] Jean Grow and Joyce M. Wolburg,
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3.4 Advertising Regulation: Who Loo
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Agencies), the ANA (Association of
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[3] American Association of Adverti
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about one-half the size of existing
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Chapter 4 Consumers and the Communi
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messages they see or hear, and when
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4.2 Is the Medium the Message? Comp
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Figure 4.4 SS+K used actor George C
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SS+K developed a comparative messag
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Audio Clip “Ahem” http://app.wi
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After studying this section, studen
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SS+K Spotlight The memes and trends
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4.4 Decision Making LEARNING OBJECT
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Motivation refers to the processes
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4.5 Internal Influences on Consumer
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isn’t sure. And, regardless of hi
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it’s not subliminal; the stimulus
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Product line extensions. Marketers
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1. Sensory memory permits storage o
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Of course, the nature of the ad its
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c. Create an example involving a lo
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[24] Raymond R. Burke and Thomas K.
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products with others and to solicit
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community hub on Yahoo! it calls Po
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4.7 Culture, Globalization, and Adv
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Advertisers have (for the most part
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Why do they bother? Their goal is t
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1a &ex=1369108800&partner=USERLAND&
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advertising and ad men (and women)
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Chapter 5 Know Your Audience: SS+K
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5.1 Types of Data LEARNING OBJECTIV
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preferable but harder and more expe
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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
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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,
Page 170 and 171: a U.S. Army ad, see yourself walkin
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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 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
Page 216 and 217: 3. List and discuss the keys to usi
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Page 226 and 227: You can list the pros and cons of t
Page 228 and 229: AD-VICE 1. A company is trying to d
Page 230 and 231: We are now eight months prior to th
Page 232 and 233: After studying this section, studen
Page 234 and 235: Just as people have personalities,
Page 236 and 237: KEY TAKEAWAY The power of branding
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Page 242 and 243: In contrast, opportunities and thre
Page 244 and 245: 8.3 Define Where You Want to Go: Se
Page 246 and 247: You’ll learn more about how these
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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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9.4 Exercises TIE IT ALL TOGETHER N
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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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