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Student Name: Mohsin Shaikh Unit Name : Advertising and Promotions Assignment Title : Integrated Promotional Strategy Due Date: 19/06/2013 Date Submitted : (if different) Term: April- June 2013
Student Declaration: By submitting the assessment electronically or in print, I confirm that this is my own work and that I have not plagiarised any part of it. I have also noted the assessment criteria and pass mark. I declare that the work I am submitting for assessment contains no sections copied in whole or in part from any other sources, unless it is explicitly identified by means of quotation mark or in case of very long quotations, by means of wholly indented paragraphs.
You are working as a Product Manager for a XYZ company and are responsible for the launch, marketing and promotion of a new brand (product/services). The job requires you to handle a variety of tasks, the following questions reflect associated responsibilities, so carefully read and answer: 1. Describe branding and discuss how you would handle relevant aspects; such as, brand identity & name selection, brand positioning & development etc; and the specific efforts towards building your brand in order to strengthen your business. (LO2, Assessment criteria 2.2) 2. Explain the role and significance of advertising in the integrated promotional strategy for your product. (LO2, Assessment criteria 2.1) 3. Briefly discuss and evaluate the role & significance of some primary and other belowthe- line (BTL) promotional techniques; also explain how you would incorporate the ones relevant to your product in your integrated promotional strategy. (LO3, Assessment criteria 3.1 & 3.2) 4. Explain in detail the advertising objectives and process of creating and executing the advertising message for your brand; also the work
1. Describe branding and discuss how you would handle relevant aspects; such as, brand identity & name selection, brand positioning & development etc; and the specific efforts towards building your brand in order to strengthen your business. (LO2, Assessment criteria 2.2) Answers:
Branding is more than just a business buzzword. It has become the crux of selling in the new economy. If the old marketing mantra was," Nothing happens until somebody sells something," the new philosophy could be" Nothing happens until somebody brands something." In its simplest form, a brand is a noun. It is the name attached to a product or service. However, upon close inspection, a brand represents many more intangible aspects of a product or service: a collection of feelings and perceptions about quality, image, lifestyle and status. It creates in the mind of customers and prospects the perception that there is no product or service on the market that is quite like yours. In short, a brand offers the customer a guarantee and then delivers on it. You might infer, then, that if you build a powerful brand, you will in turn be able to create a powerful marketing program. However, if you can't convince customers that your product is worthy of purchasing, no amount of advertising dollars, fancy packaging or public relations will help you achieve your sales goals. Therefore, successful branding programs begin with superior products and services, backed by excellent customer service that permeates an entire organization.
First steps for creating a brand Building your brand Managing your brand Reviewing your brand Growth opportunities Budgeting for a brand Ten tips on branding FIRST STEPS FOR CREATING A BRAND Successful branding is about promoting your strengths. Start by thinking about what you're good at and what you believe in as a business. For example: particular skills - such as excellence in design high-quality customer service providing the best value for money in your marketplace innovation - perhaps in a niche market You need to be sure that you can always deliver your promises using your strengths, sometimes referred to as "brand values". What customers want You also need to match these brand values to your customers' requirements. What drives your customers? What makes them buy? In most cases, it's not only about price or performance. Ask existing customers what they like about doing business with you. And asking potential customers what they look for in their buying decisions can also give you useful information to help develop your business - and your brand.
your business name the names of your products or services any slogan you use your logo the style and quality of your stationery product pricing and packaging your premises where and how you advertise how you and your employees dress how you and your employees behave your company website
Focus on what your business achieves for its customers. Your brand is no good to you if it isn't delivering what customers want. Take ownership of your brand. Pay attention to customers' needs, but you should still control what you want your brand to mean to them. Be honest. If you don't believe in your brand, no one else will. Keep your brand simple by focusing on a small number of key brand values. Be consistent. Every aspect of your business should make customers feel the same way about you. Be thorough. Look at all your systems to make sure they help to support your brand. Involve employees. Make sure they understand your brand and believe in it. Communicate your brand. Make sure every advertisement, brochure and letter helps reinforce the same message. If you have a logo, use it everywhere, but make sure the quality is consistent. Meet and exceed what your brand promises. Failing, just once, will damage your brand. Manage your brand. Continually look for opportunities to make improvements. And don't be afraid to make changes to reflect shifts in the way you do business or new trends in your marke
Sales analysis and buying patterns Questionnaires Desk research Website statistics, especially social media Focus groups Face-to-face interviews Specialist market research companies
Once you have built up an accurate picture of your customer, it's time to get their attention 2. TARGETING For the purposes of advertising, targeting is the process of communicating with the right segment(s) and ensuring the best possible response rate. The methods you use to target your audience must relate to your marketing plan objectives are you trying to generate awareness of a new product, or attract business away from a competitor? METHODS OF MARKETING COMMUNICATIONS Advertising is just one element of the marketing communication arsenal, which can be divided into the following areas: ADVERTISING A MASS MEDIA APPROACH TO PROMOTION
Salesmen Experiential marketing Dealer or showroom sales activities Exhibitions Trade shows
Mail order catalogues Bulk mail Personalised letters Email Telemarketing Point of sale displays Packaging design
Company websites Social media applications such as Facebook or Twitter Blogging Mobile phone promotions using technology such as bluetooth YouTube E-commerce
Objectives of Advertising Four main Objectives of advertising are: i. ii. iii. iv. Trial Continuity Brand switch Switching back
Lets take a look on these various types of objectives. 1. Trial: the companies which are in their introduction stage generally work for this objective. The trial objective is the one which involves convincing the customers to buy the new product introduced in the market. Here, the advertisers use flashy and attractive ads to make customers take a look on the products and purchase for trials.
Decisions about the physical elements, which include words, sounds, music, photos, illustrations, costumes, settings, and lighting Decisions about the structure, including layout, flow, and the form (i.e. how everything comes together to deliver the message).
As the design and production team (writers, designers, and producers) seek to get customers' attention and create a memorable message, five decision areas have to be considered:
Message storytelling Tone and style Words (copywriting) Pictures (art direction) Consistency
Each of the above areas is discussed in detail in your textbook; however, we will briefly examine copywriting (words) and art direction (pictures) below. Copywriting Copywriting is often called the language of advertising. As such, it is the process of writing the copy (written or spoken) elements of an advertisement with the goal of communicating, promoting, and selling the brand. It describes the product in a unique, memorable way to motivate the target audience to take action to buy or use the product. The main purpose of copywriting is to influence and persuade the consumer to buy a product or accept a certain point of view. Good copywriting demands a response. Successful copywriting also causes prospective consumers to respond to the offer. There are two types of copywriting: display copy and body copy. The display copy, such as a headline, attracts the attention of the reader. The body copy completes the message, continuing the ideas introduced in the display copy. It compliments the display copy by providing more information, creating interest, establishing credibility, and building desire. Examine the similarities and differences between copywriting for print and for electronic media describe on pages 313 to 321 in your textbook. Art Direction In effective marketing communications, it is not just the words that communicate the message but also the visuals. The visuals work together with the words to present and communicate the Big Idea to the target audience. Together they create association, catch the consumer's attention, enhance memorability, add credibility to the message, and engage the consumer's interest
Levels
Relationships
Consistency Triangle
"Do" Level 1 (4 Company's product messages Ps) are conveyed by how the products perform ( Product), what What the they cost ( Price), where to get brand them ( Place), through does. promotions ( P). Level 2 (IMC tools) What the brand says. This refers to consumer-toconsumer (peer-to-peer) communication and "word of What mouth" (WOM), which is people say about considered to be more the brand. persuasive than most brand messages. "Confirm" Level 3 (WOM) "Confirm" IMC tools to deliver the messages "Say"