BRAND MANAGEMENT

BMS SESSION # 3

STAGES IN ADVERTISING SPIRAL

Pioneering Stage
Advertising in the pioneering stage of a product lifecycle must educate the consumer to the new product or service  To show that people have a need they did not appreciate before and that the advertised product fulfills that need  To show that product now exist that is actually capable of meeting the need that already had been recognized but could not have been fulfilled before

 Various products can be classified under competitive stage  Shampoos  Headache remedies  Televisions  Cars etc  . Competitive Stage The advertising stage a product reaches when its general usefulness is recognized but its superiority over similar brands has to be established in order to gain preference.

reached when its general usefulness is widely known. Retentive Stage The third advertising stage of a product. its individual qualities are thoroughly appreciated and it is satisfied to retain its patronage mereley on the strength of its past reputation  Products reaching maturity and past wide scale acceptance may enter the retentive stage or reminder stage of advertisement  This main essence of advertising in this stage is to hold on to the consumer  .

A TYPICAL LIFE CYCLE MODEL .

PRIMARY STAGES OF A LIFECYCLE .

 Long term consumer may perceive the product as in the competitive or retentive stage  New consumer may perceive it as being in the pioneer stage  The advertiser here enters another cycle which is called newest pioneering stage  The focus is to get more people use this type of product  . New Pioneering Stage A product entering into a new pioneering stage is actually in different stages in different markets.

EXPANDED ADVERTISING SPIRAL .

  Advertisers Should Use the Spiral to Answer These Questions    In which stage is the product? Should we use pioneering advertising to attract new users? Should we work harder at competitive advertising to obtain a larger market share? What portion of our advertising should be pioneering? Competitive? Are we coasting in the retentive stage? .

ADVERTISING AGENCY An advertising agency or ad agency is a service business dedicated to creating. planning and handling advertising (and sometimes other forms of promotion) for its clients. .

TYPES OF ADVERTISING AGENCIES   Full-service agencies Most full-service agencies work on a combination of fee-based and commission based compensation. .  The commission is a payment from the media to the agency and is usually equal to 15% of the cost of the advertisement. The fee is paid by the entity for which the marketing is being done.

search engine marketing. media buying. direct selling. etc. media planning.  Interactive agencies  Interactive agencies may differentiate themselves by offering a mix of web design/development. creative development. production. design. and branding. internet . and other related services such as sales promotional. This type of agency provides advertising services such as strategic planning.

 Creative Units  These are special creative houses that only built creative strategy on part of their client. Such agencies are normally a lower scale Agency .

 Creative departments frequently work with outside design or production studios to develop and implement their ideas.AGENCY DEPARTMENTS  Creative department The people who create the actual ads form the core of an advertising agency. Modern advertising agencies usually form their copywriters and art directors into creative teams. Creative departments may employ production artists as entry-level  .

it is  . Account Services or account management is somewhat the sales arm of the advertising agency. and production staff behind the campaign. media. Throughout the creative process. Account services The other major department in ad agencies is account services or account management.  They are responsible for coordinating the creative. Upon completion of the creative work. they keep in touch with the client to update them on the ad's progress and gain feedback.

For example. but its employees are the people who have contacts with the suppliers of various media. Radio and Print etc on behalf of the client. Media services The media services department may not be so well known.  They also negotiate the media rates and placements on mediums such as Television.  . they will be able to advise upon and negotiate with printers if an agency is producing flyers for a client.

Larger agencies attract people who specialize in one or the other. planning. for example. and indeed include a number of people in specialized positions: production work. Other departments and personnel  In small agencies. . employees may do both creative and account service work. Internet advertising. or research.

 Advertising interns  An internship program in account services usually involves fundamental work within account management as well as offering exposure to other facets of the agency. The primary responsibility of this position is to assist account managers. .

client meetings Assisting account services in the management of creative projects   . Functions of the account management intern may include:  Research and analysis: Gathering information regarding industry. as well as presenting findings in verbal/written form with recommendations Involvement in internal meetings and. competition. when appropriate. customer product or service.

ADVERTISING CAMPAIGNS  An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC) Advertising campaigns appear in different media across a specific time frame.  .

ELEMENTS OF A SUCCESSFUL CAMPAIGN  There must be a feeling of urgency for the buyer.  Tell your customer.  The customer must be told what to do. "You need the product today because it will make you reach your goals."  There must be a list of benefits.  IT IS A WASTE OF TIME AND SPACE IN AN AD if you don¹t work in benefits.  .

 Brand positioning and benefits  How will we position the brand and what benefits will bring brand equity  Marketing mix  What is the recommended mix of advertising. public relations etc  Rationale  How does the recommended strategy relate to and what effect does it have on brand equity .

. how consumers think or feel and behave. what the communication should achieve. and the promise that will create a bond between the consumer and the brand.CREATIVE BRIEF  A creative brief (strategy or work plan) is a short statement that clearly defines the audience.

Key Components of a Creative Strategy Key observations Communication objective Consumer insight Promise Support Audience Mandatories .

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