Marketing Communications
Prof. Sumitro Banerjee
Introduction to Marketing MBA
Berlin, 12 March 2013
Session 13 & 14: Creative Brief for Advertising
Marketing Communications: Creative Brief for Advertising
Session 13 & 14
Marketing Communications: Creative Brief for Advertising
Case: Nike Football: World Cup 2010 South Africa
Marketing Communications: Creative Brief for Advertising
Product Positioning
• Two aspects of positioning − How is your company/product/service perceived. − The process of choosing a positioning for a product (that the marketer does)
• The perceived position can be a function of “chance”
Marketing Communications: Creative Brief for Advertising
What is the make of car in these photos?
Marketing Communications: Creative Brief for Advertising
Product Positioning
• Two aspects of positioning − How is your company/product/service perceived. − The process of choosing a positioning for a product (that the marketer does)
• The perceived position can be a function of “chance” − 1997 Princess Diana crash in Mercedes (not a safe car)
• The perceived position can be a function of “competitor actions”
−New entrant Losec in beta blocker category: “maximum acidity control” −Zantac’s response “only use Losec as a last resort”
Marketing Communications: Creative Brief for Advertising
Product Positioning
• What do we mean?
− Positioning relative to other products
Duracell “lasts longer” than Eveready
− Positioning relative to market needs
Raid “kills bugs dead”
• Strategy behind it
− Is the promise clear?
− Should the promise be clear?
− Can it be delivered?
vs
Marketing Communications: Creative Brief for Advertising
Singapore Airlines
Singapore Girl, what a great way to fly
Marketing Communications: Creative Brief for Advertising
The Singapore Girl: A great way to fly
http://www.youtube.com/watch?v=_ecVPlKg56k&list=PL4E3749C1BC438A53
Marketing Communications: Creative Brief for Advertising
Cathay Pacific
Arrive in Better Shape
Marketing Communications: Creative Brief for Advertising
Swissair
Time is everything
Marketing Communications: Creative Brief for Advertising
Time is Everything
http://www.youtube.com/watch?v=c4oRjQkceEU&playnext=1
&list=PL9208C5A349502752&feature=results_video
Marketing Communications: Creative Brief for Advertising
Clarity of Promise versus Confidence in delivery
• Singapore Airlines has had the same campaign for more than 30 years.
− Emotional campaign
− Cannot be measured
− Intangible
• Cathay Pacific had to change campaigns
− With Arrive in Better Shape
Better than competitors or better than when you boarded the plane?
Any competitor becomes a benchmark
External pressure from customers
Internal pressure from employees
− New campaign “Heart of Asia” (mid 1990’s)
Warmth
We are a hub
Asia is dynamic and successful
• Swissair’s “Time is everything” had to change
− Being on time is a fantastic benefit
You don’t control it
If you don’t deliver, customer won’t believe anything you say
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The |
Cathay |
Swiss Air |
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Singapore |
Pacific |
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Girl |
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What's the |
Comfort, |
Feel better than other airlines? |
Arrive on time |
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benefit? |
service, (sex?) |
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Is it attractive? |
Yes for the target mkt (men) |
Yes |
Yes |
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Is the benefit clear? |
Not really |
Yes |
Yes |
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Can it be measured? |
Hard |
Yes with a survey |
Yes |
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What type of benefit is it? Emotional vs. Functional (Show ads) |
Emotional |
Functional |
Functional |
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Did it work? |
Yes, touches |
No because too many ref. points. |
Time not in their control |
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you Running |
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since 80s |
Marketing Communications: Creative Brief for Advertising
Product Positioning
• What do we mean?
− Positioning relative to other products
Duracell “lasts longer” than Eveready
− Positioning relative to market needs
Raid “kills bugs dead”
• Strategy behind it
− Is the promise clear?
− Should the promise be clear?
− Can it be delivered?
• Singapore Airlines, Cathay Pacific, Swissair
− Emotional or functional
vs
Marketing Communications: Creative Brief for Advertising
Where does positioning have an impact during decision-making?
Extensive problem solving
Limited / routinized / habitual decision- making
12 March 2013
13
Marketing Communications: Creative Brief for Advertising
GENERATING POTENTIAL SOLUTIONS
The Awareness Pyramid
based on Aaker, 1991, p. 62
Dominant brand:
− a brand that is the only brand recalled
Top-of-mind awareness
− the first-named brand in an unaided recall task
Brand recall: “unaided awareness”
Brand recognition: “aided awareness”
− respondents are given a set of brand names from a given product class and asked to identify those that they have heard of before
Marketing Communications: Creative Brief for Advertising
Solution Evaluation: Brands have links (emotional, to characteristics, and to behaviors)
Behavior
(Habits,
Routines)
Brand
• Availability vs Accessibility of associations:
− available: present in the customer's mind
− accessible (association strength): how quickly and reliably do the associations come to mind?
• Breadth: does the customer have all three types of associations?
Marketing Communications: Creative Brief for Advertising
Think about Apple’s iPod
Jason: an iPod fanatic who lives in Syracuse, NY
http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html
Marketing Communications: Creative Brief for Advertising
Solution Evaluation: Brands have links (emotional, to characteristics, and to behaviors)
Every night Jason plugs in the iPod to recharge it & he’s listening to it before he walks outside in the morning.
“On my 40 MB iPod I have 3514 songs”
Behavior
(Habits,
Routines)
“I love my iPod. It’s great”
Affect
(Emotion,
Feelings)
Marketing Communications: Creative Brief for Advertising
MANAGING ASSOCIATIONS
DEFINING
TARGET
ASSOCIATIONS
Existing brand
– small gap between actual and target associations: brand rebuilding
– big gap between current and target associations:
– low awareness: brand rebuilding
– high awareness: rebranding?
OTHER:
• competitors
• regulators
• researchers
• customers' experience
• media, etc.
POSITIONING,
CONDITIONING, PRACTICING MARKETING MIX
• Brand elements
• Product
•
• Communication
• Distribution
Price
Marketing Communications: Creative Brief for Advertising
BUILDING ASSOCIATIONS
Behavior
(Habits,
Routines)
Develop
Over time
Positioning
Conditioning
Affect
(Emotion,
Feelings)
Marketing Communications: Creative Brief for Advertising
DEFINING TARGET BELIEFS:
THE POSITIONING STATEMENT(S)
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To |
(Target customer) |
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(Brand) |
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is a |
(Category: WHAT is it? Suggests POPs = Points-of-Parity) |
which is suitable/
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appropriate for |
(Purchase/use situations: WHEN to use?) |
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used by |
(Customer/user positioning: for WHOM?) |
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and offers |
(PODs = Point(s)-of-Difference: WHY to prefer?) |
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because |
(Support for PODs: REASON WHY) |
Marketing Communications: Creative Brief for Advertising
Example from NFLD: Dominion Ale
• To: Traditional Newfoundland (males 30-50): distrustful of mainlanders and proud of “being from the Rock”
• What: Dominion Ale
• Category: Regular lager beer (POP)
• When to use
− With good friends, in bars and at home
• Used by
− Beer drinkers who value both quality and Newfoundland tradition when they choose a beer
• And offers
− Quality and tradition like no other beer on the market
• Support
− one of only two major Newfoundland brands that are still available (POD)
− Carries name of original brewer (Bennett) and brewed continuously since 1827 (POD)
Marketing Communications: Creative Brief for Advertising
Dominion Ale Positioning
Marketing Communications: Creative Brief for Advertising
Generating and Evaluating Positioning Options
Customers
Identify needs & their importance, by segment
Identify unmet needs (GAPS)
PODs: Points-of-difference:
Identify potential benefits and costs of product, by segment
POPs: Points-of-parity
Company
Competitors
Product (& company) characteristics & perception (technical & perceptual position)
Identify competitors, by segment Characteristics & perception (technical & perceptual position)
Marketing Communications: Creative Brief for Advertising
Result of Positioning Efforts
Marketing Communications: Creative Brief for Advertising
Building Associations
− Law of self-persuasion
− Law of consistency
− Law of force
− Law of focus
− Law of novel redundancy
Marketing Communications: Creative Brief for Advertising
The Law of Self-persuasion
• Persuasion is strongest when customers make favorable elaborations/inferences on the basis of the information presented, or draw their own favorable conclusions
− inference: the customer forms a belief that goes beyond the information which is presented
category:
Japanese SLR cameras
Attitude toward category
“The Rolls-Royce of cameras”
high quality,
prestigious
PENTAX
N5
“J SLR cameras are very good”
halo-effect
(evaluation-based
inference)
similarity-
based
inference
(analogy)
“The Pentax N5 is very good”
Marketing Communications: Creative Brief for Advertising
The Law of Consistency
All marketing mix elements must contribute to the target associations.
Promotion
Marketing Communications: Creative Brief for Advertising
The Law of Force
• Intense promotion builds strong associations (accessibility - high probability and speed of retrieval; top-of-mind presence)
− amount of repetition (power function)
− recency of repetition (exponential decay)
Accessibility (Strength)
Marketing Communications: Creative Brief for Advertising
The Law of Focus
• THE LAW OF FOCUS: concentrate on a small number of associations − focus builds strength − focus avoids interference ("fan effect")
Marketing Communications: Creative Brief for Advertising
The Law of Novel Redundancy
Attitude
Frequency of
exposure
• THE LAW OF NOVEL REDUNDANCY: avoid wear out by finding new ways of communicating the associations
− Different executions
− Different contexts
− Different media
Marketing Communications: Creative Brief for Advertising
Questions for Nike before World Cup 2010
• What is the positioning of Nike before the World Cup?
• What does Nike want to achieve at the World Cup?
• What should Nike do ahead of the World Cup about
1. Advertising
2. Digital marketing
3. Sustainability and
4. Social responsibility?
Marketing Communications: Creative Brief for Advertising
Nike
0
Fun, Creative
Marketing Communications: Creative Brief for Advertising
Timeline of Nike’s World Cup related efforts
• Nike announces • “Nike
partnership with (RED), “Lace Up. Save Lives”
Innovation
Event”:
• Launch of Nike Mercurial Vapor Superfly II
• Roll out and exhibition of Nike Football+
• Launch of Nike 2010 World Cup jerseys made from 100% recycled material
• Release of “Write the Future” commercial on Facebook
•
“Write the Future” released on TV during UEFA Champions League Final
•
Grand opening of Nike Soweto Community Football Training Centre
•
Launch of The Chance – digital based global soccer talent search
•
World Cup kicks • Nike Life off
Center, a gigantic LEC screen in downtown Jo’burg – user submitted messages
•
World Cup Final – Spain vs Holland
Marketing Communications: Creative Brief for Advertising
Nike for a Better World – Recycled Jersey
Source: Nike Website
Marketing Communications: Creative Brief for Advertising
Nike for a Better World – Life Center Jo’burg
Source: Nike Website
Marketing Communications: Creative Brief for Advertising
Brand rehab
The Economist, Apr 8th 2010
Marketing Communications: Creative Brief for Advertising
A Creative Brief: A document created by an Ad Agency for its client
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Topic |
Detailed Examples |
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1. Problem definition – what is the problem or situation leading to the creation of the new ad campaign? |
• Market or consumer changes? |
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• Competition? |
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• Environmental factors? |
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• A change in strategy? |
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2. Marketing objectives |
• Is the advertising designed to drive sales, share, profit or something else? |
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3. Target audience |
• Who is the target customer? How do they make decisions? |
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4. Communication objectives |
• How does communication affect behavior? Is it through brand awareness? Information gathering? Changing brand perceptions? |
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5. Creative strategy |
• Key customer benefit? |
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• How can we support the benefit? |
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• What should be the ad’s tone and manner? |
Marketing Communications: Creative Brief for Advertising
Internet Advertising – The ultimate marketing machine
“Half the money I spend on advertising is wasted. The trouble is, I don't know which half.”
The worldwide advertising industry is likely to be worth $428 billion in revenues in 2006, according to ZenithOptimedia, a market-research firm. They send messages that reach the wrong audience or none at all—$112 billion a year in America and $220 billion worldwide, or just over half of their total spending!
The Economist, 6 July 2006.
– John Wanamaker
The Power of Social Networks as a means of communication.
The Economist, Jan 30- Feb 5, 2010.
Marketing Communications: Creative Brief for Advertising
Source: Evans (2009) JEP
Marketing Communications: Creative Brief for Advertising
Source: Evans (2009) JEP
Marketing Communications: Creative Brief for Advertising
Source: Evans (2009) JEP
Marketing Communications: Creative Brief for Advertising
Thank you!
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Sumitro Banerjee |
Photo
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ESMT European School of Management and Technology |
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Associate Professor and the Ferrero Chair in International |
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Schlossplatz 1 |
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Marketing Sumitro.Banerjee@esmt.org +49 (0) 30 21231-1520 |
10178 Berlin |
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