Developing a Marketing Strategy and Marketing Plan

1. Developing a Marketing Strategy and Marketing Plan

5. Positioning Summary

9. Means-End Chains Tool for use in building MECCAS models Helps you to identify the features, benefits, consequences, and values that are important for the target market Useful in deciding which message elements are important and how to build the ad around those things. May also help with executional framework decisions

10. Buying From the Heart Not the Mind

15. Means-End Conceptualization of Components for Advertising Strategy (MECCAS)

16. Means-End Conceptualization of Components for Advertising Strategy (MECCAS) Message Elements The concrete attributes/features of the product communicated in the ad Can be either verbal or visual Highlights major selling points Typically relates to the promotional objectives Ex. Crest toothpaste contains ingredients clinically proven to eliminate stains from teeth

17. Means-End Conceptualization of Components for Advertising Strategy (MECCAS) Consumer Benefits The major positive consequences for the consumer What does the consumer get out of the product or services Functional consequences Ex. Whiter teeth, fresher breath

18. Means-End Conceptualization of Components for Advertising Strategy (MECCAS) Leverage Point The manner by which the advertising will �tap into,� reach, or activate the value or end-level focus. The �hook� that connects the tangible attributes and consequences to the intangible personal values and goals of the target audience Psychological consequences of the product Ex. Better self-image

19. Means-End Conceptualization of Components for Advertising Strategy (MECCAS) Driving Force The value orientation of the ad strategy. The end-level to be focused on in advertising. Relates to what motivates or drives decision making on the part of the target audience Ex. Greater acceptance, sense of belonging, fitting in

20. Means-End Conceptualization of Components for Advertising Strategy (MECCAS) Executional Framework The overall scenario or action plot; how the ad communicates the advertising strategy The details of the finished ad, including elements of the message, setting, models, overall theme, and style of the ad. Ex. See Kemper ad

21. Basic Human Needs To be popular, attractive, wanted � most typically used for cosmetics, health, beauty To have material things � luxury items, fads To enjoy life through comfort and convenience � luxury items, home furnishings, fast foods, et. To create a happy family situation � insurance, travel, entertainment To have love and sex � beauty aids, health products To have power � private clubs, designer labels To avoid fear � medical products, insurance To emulate those you admire � fads, style, fashion To protect and maintain health � exercise equipment, health products

22. Means-End Chains Tool for use in building MECCAS models Helps you to identify the features, benefits, consequences, and values that are important for the target market Useful in deciding which message elements are important and how to build the ad around those things. May also help with executional framework decisions

23. Creating Winning Ads Visual � images, photos, drawings, etc Works to gain attention by depicting something unusual, new, provocative, and attractive Often is the dominant element of the ad Make sure colors are vivid or attractive Relates to headline and copy Shows the product or emphasizes the brand name strongly Ensures that people shown in the ad are appropriate for the message, the product, and the target market

24. Color Can Say A Lot Red: Anger, action, fire, heat, passion, excitement, danger Blue: Sadness, cool, truth, purity, formality Yellow: Cheerful, spring, light, optimism Orange: Action, fall, harvest, fire, heat Green: Calm, spring, youth, nature, wet Black: Mystery, mourning/death, elegance White: Cleanliness, purity

25. Creating Winning Ads Headline � leading ad copy Offers a benefit (reason for using) Announces something new Selects the audience for the ad Arouses curiosity without totally confusing readers Works with the visual to draw readers into the copy; strong visual-headline relationship Mentions brand name Identifies the type of product, service, or company Try to use emotion-laden words such as happy, love, money, baby, fight.

26. Creating Winning Ads Body Copy � the heart of the ad Divided into readable paragraphs of varying lengths Written in loose, comfortable, yet intelligent style Use familiar words and phrases Uses the word you as an involvement device Use action verbs to motivate Ends with an urge to action, a summary of the main idea, or and open-ended statement to provoke action Tells readers what they need to know without becoming boring. Makes frequent use of brand name

27. Creating Winning Ads Other Elements Use a slogan to help embody and convey the general theme of the ads; repeat it as often as possible Logo is prominently displayed Package is clearly shown to reinforce learning and insure recall Tone and style of ad are appropriate to what is being sold and target market

28. After first draft, ask yourself: Is the copy as clear as I can make it? Have I said or shown something that will grab the attention of the intended audience right from the start? What will make the viewer continue? Have I included all the information that the viewer needs? Are factual claims supportable? Does the copy fit with the headline and visual? Is the message I am delivering believable?

29. Steps to Positioning Find Attributes or Features of Your Product/Service Do a Quadrant Analysis (Strengths and Weaknesses) Develop a Perceptual Map Don�t Develop a Me-too Strategy Find Brand Essence Through Laddering and �Play to Your Strengths�

30. Positioning Statement 1. Who should be targeted for brand use? 2. When should the brand be considered (what goals does the brand allow the target to achieve?) 3. Why should the brand be chosen over other alternatives in the competitive set (compelling reasons or support) 4. How will choosing the brand help the target accomplish his or her goals?

31. Figure 6.4 A Classification of Qualitative Research Procedures

32. Table 6.1 Qualitative Versus Quantitative Research

33. Focus Groups

34. Table 6.2 Characteristics of Focus Groups

35. Figure 6.5 Procedure for Conducting a Focus Group

36. Advantages of Focus Groups Synergism Snowballing Stimulation Security Spontaneity Serendipity Specialization Scientific scrutiny Structure Speed

37. Disadvantages of Focus Groups Misuse Misjudge Moderation Messy Misrepresentation

38. Advantages of Online Focus Groups Geographical constraints are removed and time constraints are lessened. Unique opportunity to re-contact group participants at a later date. Can recruit people not interested in traditional focus groups: doctors, lawyers, etc. Moderators can carry on side conversations with individual respondents. There is no travel, video taping, or facilities to arrange; so the cost is much lower.

39. Disadvantages of Online Focus Groups Only people that have access to the Internet can participate. Verifying that a respondent is a member of a target group is difficult. There is lack of general control over the respondent's environment. Only audio and visual stimuli can be tested. Products can not be touched (e.g., clothing) or smelled (e.g., perfumes).

40. Focus Group Example/Exercise

41. Depth Interviews

42. Depth Interviews Like focus groups, depth interviews are an unstructured and direct way of obtaining information. Unlike focus groups, however, depth interviews are conducted on a one-on-one basis. These interviews typically last from 30 minutes to more than an hour. They attempt to uncover underlying motives, prejudices, or attitudes toward sensitive issues.

44. Depth Interviews Substantial probing is done to surface underlying motives, beliefs, and attitudes. Probing is done by asking such questions as: �Why do you say that?'' �That's interesting, can you tell me more?'' �Would you like to add anything else?�

45. Advantages of Depth Interviews Can uncover deeper insights about underlying motives than focus groups. Can attribute the responses directly to the respondent, unlike focus groups. Result in a free exchange of information and there is no social pressure to conform. As a result of probing, it is possible to get at real issues when the topic is complex.

46. Disadvantages of Depth Interviews Skilled interviewers capable of conducting depth interviews are expensive and difficult to find. The quality and completeness of the results depend heavily on the interviewer's skills. The data obtained are difficult to analyze and interpret. The length of the interview combined with high costs limits the number of depth interviews.

48. Depth Interviewing Exercise

49. Projective Techniques

50. Definition of Projective Techniques An unstructured, indirect form of questioning that encourages respondents to project their underlying motivations, beliefs, attitudes or feelings regarding the issues of concern. In projective techniques, respondents are asked to interpret the behavior of others. In interpreting the behavior of others, respondents indirectly project their own motivations, beliefs, attitudes, or feelings into the situation.

51. Word Association In word association, respondents are presented with a list of words, one at a time and asked to respond to each with the first word that comes to mind. The words of interest, called test words, are interspersed throughout the list which also contains some neutral or �filler� words to disguise the purpose of the study. Responses are analyzed by calculating: (1) the frequency with which any word is given as a response; (2) the amount of time that elapses before a response is given; and (3) the number of respondents who do not respond at all to a test word within a reasonable period of time.

52. Completion Techniques In Sentence completion, respondents are given incomplete sentences and asked to complete them. Generally, they are asked to use the first word or phrase that comes to mind. A person who wears Tommy Hilfiger shirts is____________________________________ As compared to Polo, Gant and Eddie Bauer, Tommy Hilfiger shirts are __________________________________ Tommy Hilfiger shirts are most liked by___________________________________ A variation of sentence completion is paragraph completion, in which the respondent completes a paragraph beginning with the stimulus phrase.

53. Completion Techniques In story completion, respondents are given part of a story � enough to direct attention to a particular topic but not to hint at the ending. They are required to give the conclusion in their own words.

54. The semester was almost over. The class had 500 points for grading, and I had a ___% percentage grade in the class. The instructor, who normally doesn�t give extra credit, had mentioned that there was going to be an extra credit assignment worth 10 points. The instructor asked the class what sort of things they would be willing to do to earn the 10 points. When asked, I responded: __________________________________ __________________________________ __________________________________ __________________________________ __________________________________ __________________________________

55. Construction Techniques With a picture response, the respondents are asked to describe a series of pictures of ordinary as well as unusual events. The respondent's interpretation of the pictures gives indications of that individual's personality. � In cartoon tests, cartoon characters are shown in a specific situation related to the problem. The respondents are asked to indicate what one cartoon character might say in response to the comments of another character. Cartoon tests are simpler to administer and analyze than picture response techniques.

56. Expressive Techniques In expressive techniques, respondents are presented with a verbal or visual situation and asked to relate the feelings and attitudes of other people to the situation. Role playing Respondents are asked to play the role or assume the behavior of someone else. Third-person technique The respondent is presented with a verbal or visual situation and the respondent is asked to relate the beliefs and attitudes of a third person rather than directly expressing personal beliefs and attitudes. This third person may be a friend, neighbor, colleague, or a �typical� person.

57. Figure 6.6 A Cartoon Test

58. Figure 6.6 A Cartoon Test

59. Advantages of Projective Techniques They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study. Helpful when the issues to be addressed are personal, sensitive, or subject to strong social norms. Helpful when underlying motivations, beliefs, and attitudes are operating at a subconscious level.

60. Disadvantages of Projective Techniques Suffer from many of the disadvantages of unstructured direct techniques, but to a greater extent. Require highly trained interviewers. Skilled interpreters are also required to analyze the responses. There is a serious risk of interpretation bias. They tend to be expensive. May require respondents to engage in unusual behavior.

61. Guidelines for Using Projective Techniques Projective techniques should be used because the required information cannot be accurately obtained by direct methods. Projective techniques should be used for exploratory research to gain initial insights and understanding. Given their complexity, projective techniques should not be used naively.

62. Due Thursday Individual Exercise: Observe someone shopping at store. Write up what you observed: Minimum: one page, single spaced. Turn in at start of class Group Project Idea: emailed by Thursday at 9 am. Group Exercise: Create Means End Chart to present at start of class. Email PowerPoint to professor by Thursday at 9 am.