Companies try to make their product different from that of other competitors by trying to make
it unique.
A brand should have something special about it that will attract the consumer's
attention and would persuade them to buy them.
A company can do that for instance ins everways such as in packaging it shoulf ofer something attarctive and different from that of its competitors.
It can also provide offers such as if the consumer buys one item he gets another one for free or
half the price.
Strengths and Weaknesses dor traditional Adverstising Media:
Newspaper Advertising
Strengths:
Because people read newspaper for news, they are in the right mental frame to process advertisement that prents news of store openings, new products, sales, ect.
Mass audience coverage, is a second strength of newspaper advertising. Coverage is not restricted to specific socioeconomic or demographics groups but rather extends all over.
Because rich consumers do not watch lots of TV, newspaper advertising provides a relatively expensive meduim for covering these consumers.
Flexibility is another strength of newspaper advertising. National advertisers and local ones can match specific buying preferences and targeted specific zip codes. This flexibility allows advertisers to design an ad of many sizes as compared to other mass media.
The ability to use a detailed copy is another strength.
Timeliness is a final and vital newspaper advertising strength since it allows advertisers to tie in advertising copy with local market development.
Weaknesses:
Clutter is one of the major problems in newspaper. A reader is bombarded with many ads, all of which uses up teh consumer's time.
Newspaper are not a highly selective medium since thet are not able to reach broad cross sections of people, but with few exceptions.
Occasional users of newspaper space pay higher rates than heavy users and have difficulty in securing preferred, non-ROP positions.
Buying difficulty is a another problem in the case of national advertisers who wish to secure newspaper space in multiple market.
Changing composition of newspaper readers since the % of readers has dramitically changes lately.
Magazine Advertising
Strengths:
Magazines are able to reach large audience and has the ability to pinpoint its targeted audiences.
Magazines are also note for their long life since they are often used for references and are kept around at homes.
In terms of qualitative considerations, magazines as an advertising medium are exceptional with regard to elegance, quality, beauty and prestige.
Magazines are also a good source for providing detailed product information and for conveying this information with a sense of authority.
Finally, a magazine's creative ability to get consumers involved in ads to get consumers involved in ads, or in a sense, to attract teachers interest and to encourage them to think about the advertised brands.
Weaknesses:
Magazine advertising is not intrusive, readers control whether to be exposed to a magazine ad or not.
Long lead times since magazines have long closing dates that require advertising materials to be on hand for weeks in advance of the actual publication date.
Clutter is a problem with magazine advertising.
Magazine advertising provides fewer geographic options than do other media.
A final limitation of magazine advertising is variability to circulation magazines.
Radio Advertising
Strengths:
Its ability to reach segmented audience.
Its ability to reach prospective customers on a personal ans intimate level.
Economy is the third advantage of radio advertising in terms of CPM.
Another advantage is the short lead time because radio production is costly deadlines are short.
Also its ability to transfer images from TV to advertising.
Finally, its ability to avail itself of the reputations and sometimes bigger than life persona of local personalities.
Weaknesses:
One of its famous weaknesses is that is shares with other ad media, is that is is cluttered with competitive commercials and other forms of noise.
A second limitation is that radio is the only major medium that is unable to employ visualizations.
The third problem with radio advertising results from a high degree of audience fractionalization.
Finally, the last problem is the diffuclty of buying radio time.
Television Advertising
Strengths:
Television possesses the unique capacity to demonstrate a product in use.
It also has intrusion value unparalled by other media.
The third relative advantage of TV advertising is its combined ability to provide entertainment and generate excitement.
TV is able to use humor as an affective advertising strategy.
In addition, to its affectiveness in reaching ultimate consumers, TV advertising also is effective with a company's sales force and the trade.
The greatest relative advantage of TV is its ability to achieve impact, that is the ability to activate consumer's awareness of ads enhance their receptivness to sales messages.
Weaknesses:
TV suffers from several distinct problems, first is the rapidly escalating ad cost.
The second problem is the erosion of TV viewing audiences.
When watching TV programs, viewers spend much of their time zapping and is one of the greatest threat to capitalism.
Zipping is another problem when ads take place then the viewer watches the prerecorded material.
Clutter is a fifth serious problem with TV advertising since it refers to the growing amount of nonprogram material and other commercilas.
Brand Awareness Pyramid
1. Unaware of Brand: The consumers are not aware that the brand exists already
2. Brand Recognition: Reflect relatively superficial level of awareness
3.Brand Recall: Indicates a deeper form of awareness
4.Top of Mind: Exists when your company's brand is teh first brand that consuemrs recall when thinking about brands in a prticular product category.
Five Key Functions of IMC
1.The Customer Rresents the Starting Point for All Marketing Communication Activites
The process should start with the customer and then work back to the brand communicator in dtermining the appropriate messages and media for informing, persuading and inducing customer prospect to act favorably.
Brand managers should not limit themselves and their agencies as well to only one or select number of communication media.
2. Brand Managers and Their Agencies Should be Amenable to Using Various MArketing Communiation Tools
This second IMC feature is somehow similar to the first one. Except that practitioners of IMC need to be receptive to using all forms of touch points, or contacts. Touch point and contact are used here as interchangeable terms to mean any message medium capable of reaching target customers and presenting the brand ina favorable light.
3.Multiple Messages Must Speak with a Single Voice
The brand's assorted communication elements must all strive to present the same message and convey the message consistently across diverse message channels, or points of contact.
The failure to closely coordinate all communication elements can result in duplicating efforts or contradictory brand messages.
Therefore a positioning statment is teh key idea that encapsulates what a brand is inteded to stand for in its trarget market's mind and then consitently delivers the same idea across all media channels.
A belief for a successful marketing communication requires building relationships between brands and their consumers. A relationship is and enduring link between the brand and its custumers.
Relationships between brand and customer also are nurtured by creating brand experiences that make + and lasting impressions.
5. Don't Lose Focus of the Ultimate Objective: Affective Behavior
The final IMC feature goal is to affect the behavior of thge targeted audience. This means that marketing commincations must do more than just influence brand awareness or enhance customer attitudes toward the brand.
They also have to move people to action
Objectives Concerning Positioning of Brands
1. Should Reflect a Brands Competitive Advantage vis a vis competitive offerings in the same product category.
2. It should motivate Consumers to Action.
Positioning Based on Symbolic Benefit
Attempts to associate brand ownership with a desired group, role, or self-image.
Symbloc needs includes those directed to customers' desire for self-enhancement, group membership, affiliation, altruism, and other abstract needs states that invlove aspects of consumption not solves by practical products.
An example can be that for instance of jewelry shops how they create ads based on symbloc needs. By saying to imagine for instance the happiness that his wife or girlfriends will feel when he represnts her a diamond.
Psychographic Targeting
Information about consumer's attitudes, values, motivations, and lifestyles as they relate to buying behavior in a particular product category.
For example, a psychographics study of SUVs wouls assess the types of activites owners of such vehucules participate in and measure their values and attitudes towards issues related to owning or not owning SUV.
There can also be customized psychographics those are retailed for a specdific audience.
CPM
CPM which is an abbreviation for consumer processing model has 8Stages:
1. Being Exposed to Information
2. Paying Attention
3.Comprehension of what is Attended
4.Agreemnt with What is Comprehended
5and6. Retention and Search Retrieval of Stored Information
7. Deciding from Alternatives
8.Acting on the Basis of the Decision
HEM
HEM is the abbreviation for hedonic, experiental Model.
It explains how consumers process information when thet are carefree and happy and confronted with positive outcomes
Whereas the CPM perspective views consumers as pursuing such objectives as "obtaining the best buy", "getting the most foe their money", and "maximizing utility".
HEM believes that people often consume prodcuts for the sheer fun of it or in thge pursuit of amusement, fnatasies, or sensory stimulation.
The differnce between CPM and HEM is illustrated in the differnces of forms of marketing communications.
Brand Equity
Brand Equity is the percieved value and quality of a brand as measured by the level of brand loyalty, awareness, and strong positive associations the brand has engendered in its target market.
