Intent Message media Reception Action

brand awareness and positioning

brand trialbrand preferencebrand reminder

brand repositioning

find unique selling proposition

select an appeal for Target Market

create message for the selected media

Print

Television

Radio

•Search•Ads•Web Sites•You Tube

Internet

Advertising is a form of CommunicationCreating the Message

Brand Trial assumption: If one tries it and likes it, they’ll buy it

Many brand trial ads include A coupon or samples

Brand reminder used when Older brands are attacked by new competitors

Brand repositioning Marketers look for new target consumers

Brand repositioning often needed in this stage of the PLC

Decision

Danger in repositioning Alienate the old target market

Goals of Advertising:

Endorsement Statement by a recognized celebrity that they use the brand

Celebrities will endorse Almost any product

http://www.youtube.com/watch?v=N9kSfQybPsA

Danger of celebrity endorsements:In one commercial Nike has:1. Michael Vick: Charged with running a dog fighting ring2. Marion Jones: She won five medals at the 2000 Summer Olympics in Sydney, Australia but has since agreed to forfeit all

medals and prizes dating back to September 2000 after admitting that she took performance-enhancing drugs.3. Andre Agassi has rocked the tennis world by confessing he used meth—and then lied about it.4. In a series of emails to cycling officials and sponsors, seven-time Tour de France winner Lance Armstrong is being accused of

doping by Floyd Landis. Landis also admitted his recent involvement with doping.5. Serena Williams fined $10,500 for US Open semifinal scandal "I swear to God I'm ... going to take this ... ball and shove it

down your ... throat, you hear that?

Unique Selling Proposition - Feature or benefit that cannot be duplicated

Big idea Message that will communicate USP to Target Market

There is no other leather bag company on the planet like Saddleback Leather. This company oozes personality. The website is full of tales of Mexican bullfighting, travel in third-world countries, simple pleasures and touching stories about the owner’s beloved Labrador named Blue.And Saddleback’s slogan is killer: “They’ll Fight Over it When You’re Dead.”

TOMS Shoes story is that they give a new pair of shoes to a child in need for every pair you purchase.

Enterprise Rent-A-Car says "we'll pick you up."

SWOT Analysis

4 Advertising Appeals:

RationalConvenience, cost savings,

safety, warranties, ease of purchase

EmotionalLove, fun, adventure, romance

Socialsocial behaviour

beautybody shape

Positive Negative

BiologicalHealth, security