Chapter 3 The Advertising Spiral and Brand Planning

1. Chapter 3 The Advertising Spiral and Brand Planning

2. Objectives_1 Understand • The importance of understanding the product life cycle • The relationship of the advertising spiral • The birth and basics of branding

3. Objectives_2 Understand • Brands and integrated marketing • Brand equity • Strategic planning methods

4. Exhibit 3.1 Primary Stages of the Life-Cycle Model

5. Purpose of the Pioneering Stage • To educate consumers about new product • To show people they have a need and that advertised product can fulfill it • To show that a product now exists that is capable of meeting a need that had been recognized but previously unfulfilled

6. Egg Beaters: Need for an Egg Alternative

7. Purell Built a Need for Hand Sanitizer

8. Competitive Stage The competitive stage is 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.

9. Retentive Stage The retentive stage is the third advertising stage of a product, reached when its general usefulness is widely known, its individual qualities are thoroughly appreciated, and it is satisfied to retain its patronage merely on the strength of its past reputation.

10. Retentive Stage

11. Exhibit 3.5 The Advertising Spiral

12. Where in the Process is Zune?

13. Exhibit 3.8 A Typical Life-Cycle Model

14. Exhibit 3.9 Expanded Advertising Spiral

15. Exhibit 3.10 Egg Beaters Expansion The “newest pioneering” stage focuses on getting more people to use the product.

16. 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?

17. Brand A brand is a name, term, sign, design, or a unifying combination, intended to identify and distinguish the product or service from competing products or services.

18. Brand Equity Brand equity is the value of how such people as consumers, distributors, and salespeople think and feel about a brand relative to its competition over a period of time.

19. Y&R’s Brand Asset Valuator

20. Y&R’s Brand Value Structure Differentiation Brand Vitality Relevance Brand Value Esteem Brand Stature Knowledge

21. Developing IMC Strategic Plans Brand equity audit analysis Strategic options Brand equity research Creative brief

22. Brand Equity Audit Analysis • Market context • Brand equity weaknesses and strengths • Consumer attitude descriptions • Competitive strategies and tactics

23. Exhibit 3.13 Basic Elements of a Brand

24. Strategic Options/Recommendations • Communication objectives • Audience • Source of business • Brand positioning and benefits • Marketing mix • Rationale

25. Creative Brief A creative brief (strategy or work plan) is a short statement that clearly defines the audience, 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.

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

27. Exhibit 3.14 AFG Planning Cycle

28. Exhibit 3.15 Example of AFG’s Need-Mapping Process

29. What Great Brands Do (According to Bedbury) A great brand • is in it for the long haul • can be anything • knows itself • invents or reinvents an entire category • taps into emotions • is a story that is never completely told • is relevant

30. For Discussion • What determines the stage of a product? • What are the elements of the creative brief? • What is brand equity?