Summary: Marcom | ok

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• 1 H1

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• What is Moran’s method

  • Value equity = upside elasticity: high if sales 

  go up sharply in response to small price cut

  • Uniqueness equity = downside elasticity: high 

  if sales do not go down much if price goes up 

  (or if price of competing brand goes down)

• AIDA (linear sequence of effects)

  –Attention (cognitive stage)

  –Interest

  –Desire (affective stage)

  –Action (conative stage)

• To work, marcoms should pass through 3 levels:

  –Ad or promotion processing
  

  –Brand communication effects

  –Customer decision stages (this is what we want to influence!)

• Subliminal advertising only works when?

  • If the choice is made shortly after the priming

  • If the brand is evaluated positively

  • If the brand is not highly accessible

  • And if the brand matches an individual goal

  
  

  *Only use priming for a new product, otherwise it will raise confusion

• Benefit positioning within category, name all 3:

  • Central positioning

  –Adopted by market leader

  –E.g., Coca Cola claiming their cola is the best

  • Differentiated positioning on important benefit Differentiated positioning on important benefit

  –Adopted by follower brands (i.e., mostbrands)

  –E.g., Pepsi claiming innovation in product

  • Central me‐too positioning

  –Adopted by private labels (AH huismerk)

  –Claiming same benefits as market leader, but cheaper

• Emphasized benefit type, through what selling proposition do we emphasize key benefit?

  Key benefit may be: 

  • instinctual
    
  • archetypal
    
  • emotional
    
  • rational
    

• IDU Benefit analysis?

  Model for key benefit selection. Purpose is to identify benefits that are:

  I   =  Important or desirable to target customers

  D =  Deliverable by the brand or brand‐item

  U =  Unique (relatively) to the brand or brand‐item

• a‐b‐e benefit claim positioning

  Model for structure of the key benefit claim 

  A, attribute (what is the element you want to focus on?)

  B, benefit (why is this beneficial for your target audience?)

  E, emotion (what kind of emotion does this trigger?)

• Six Marcom planning stages

  1. Brand positioning

  • TCB positioning model
  • IDU benefit analysis

  2. Campaign objectives

  • Campaign target audience selection
  • Campaign communications objectives

  3. Creative strategy

  • Key benefit claim
  • Creative idea
  • Brand awareness & brand preference (grid) tactics
  • Attention tactics by medium

  4. Promotion strategy

  • Sales promotions
  • Personal selling and telemarketing

  5. Media strategy

  • Media type selection
  • Reach pattern
  • Mef

  6. Campaign management

  • Campaign budget
  • Tracking 
  • Preventing wearout

• What does music do with retail atmosphere?

  Tempo (beats per minute) crucial:

  slow (60 bpm or less) if unpleasant store, e.g., supermarket

  fast (120 bpm or so) if pleasant store, e.g., boutique