Contemporary Advertising Chapters 5-9 by William Arens
Part 2: Crafting Marketing and Advertising Strategies
Central route to persuasion - invloves higher involvement with the product or message, focuses on product related information
Peripheral route to persuasion - lower involvement, fun ad, remember the brand ads
Habits - Ads break them, aquire them, or reinforce them
Abraham Maslow - Hierarchy of needs
- Physiological -example: food
- Safety - example: breaks on a car
- Social - example: present for a friend
- Esteem -example: luxury car
- Self-actualization -examvple: golf lessons
Rossiter and Percy's Eight Fundamental Purchase and Usage Motives
Negative or informational motives:
- Problem Removal
- Problem Avoidance
- Incomplete Satisfaction
- Mixed Approach - avoidance
- Normal Depletion
Positive or transformational motives:
- Sensory gratification
- Intellectual Stimulation or mastery
- Social Approval
Theory of cognative dissonance - holds that people strive justify their behavior by reducing the dissonance between their cognations and reality, - many people read ads about products they've already purchased to satisfy the belief that the purchase was "good"
Marketing segmentation - demographics or psychographics
4 P's of Marketing - Product, Price, Place, Promotion
3 Rs of Marketing - Recruiting new customers, Retaining current, and regaining past customers
Fund Allocation - percentage of sales method or share of market method
Position Strategy - own a word in people's mind that associates with the product example: Levi's owns jeans
Top down marketing - Do a situation analysis, define objectives, create strategy to reach those objectives, determine the marketing tatics
Bottom up Marketing - Choose one tatic, then develop a strategy to support that tatic
5 M's of Media Strategy - Markets, money, media, mechanics, and methodology
Methods for Scheduling media
- Continuous
- flighting - periods of no advertising
- pulsing - low level all year with higher level at specific time
- Bursting in prime time
- Roadblock - buying same time on all 3 networks
- Blinking - flooded for short burst