group7 prom strat part2
TRANSCRIPT
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Promotional Strategy (Group 7)Manil (PGP30031)| Sudha (PGP30052)| Ankita (PGP30185)| Nikita (PGP30211)
Do your adsSTAND OUT
your customers’ mind??
to make youSTAND IN
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Colgate Dental Floss
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IT’S SUGAR FREE!
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“You can make ubiquitous advertising
acceptable – even welcome – to consumers”
- Jeffrey F. Rayport
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Today, consumers are
BOMBARDED with advertisements through all possible
media
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It is a MEDIA-SATURATED world!!
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ADVERTISEMENTS in today’s world have become
IRRELEVANTREPETITIVE
INTRUSIVE INEFFECTIVE
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…and MORE on what it DOES for their target
Marketers must focus LESS on what advertising SAYS…
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SHOUTINGout loud
will not help!!!
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HUMAN EXPERIENCE will
BUT…
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Human experience, as an advertising medium, is divided into FOUR SPHERES
SOCIALPUBLIC
TRIBAL PSYCHOLOGICAL
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THE PUBLIC SPHERE
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Message ALIGNS with the consumer’s experience
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HELP people reach personal objectives…
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Building Goodwill
Celebrity Endorsements
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Branded Interventions
Entering people’s
lives when needed
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THE SOCIAL SPHERE
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Where consumers INTERACT & RELATE
to one another
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ENGAGE a demographic that pays a
little attention to your product
CADBURY DAIRY MILK
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THE TRIBAL SPHERE
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Advertising must address desiresof…
IDENTITY
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SELF-EXPRESSION
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MEMBERSHIP
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STATUSMARKER
ORSOCIAL
IDENTITY
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EMPOWER THE
INDIVIDUAL
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THE PSYCHOLOGICAL
SPHERE
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Language to establish
COGNITIVE BEACHHEAD
for a brand…
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Engender
HABIT Formation…
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Connect Brand to an EMOTION…
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Are you reminded of
CONVENTIONAL ADVERTISING??
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Try understanding it from
CUSTOMER-CENTRIC
approach
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Instead of focusing on ADVERTISING MEDIA,
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Focus on ways to INTEGRATE your advertising into your consumers’ lives
In ways that DELIVER
VALUE
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But HOW to do it??
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Follow these 5 steps…
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DEFINE OBJECTIVES
first from a consumer’s,
not an advertiser’s,point of view
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Ask yourself - What is the
PRIMARY GOAL
of your ad campaign?Build Awareness
Drive Purchase
Reinforce
Loyalty Customer
Satisfaction
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TARGET CAMPAIGNto create value for the
consumers
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Each sphere has different
STRENGTHS
Choose the
RIGHT SPHERE
to achieve your goals
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TEST, LISTEN & ADJUSTads to improve the
customer experience
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LISTENto your intended
targets!!
Ad campaign may be
INEFFECTIVEfor a variety of reasons
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EVALUATEan expansion strategy
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If needed,
WITHDRAW FROMor
EXPAND TOother spheres
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Constantly look for ways to
REFRESH the message
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Consumer preferences are
DYNAMIC...
…so must be your AD CAMPAIGN
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Lets RECAP!!!Advertisements have become:1. Intrusive2. Ineffective3. Irrelevant4. Repetitive
Focus on HUMAN EXPERIENCE
4 spheres:1. Public2. Social3. Tribal4. Psychological
5 steps to integrate advertising in customer’s lives:1. Define objectives first from consumer’s point of view2. Chose the right sphere3. Listen to your consumers4. Evaluate an expansion strategy5. Be dynamic
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