BRAND MANAGEMENT

BMS SESSION # 3

STAGES IN ADVERTISING SPIRAL

Pioneering Stage
Advertising in the pioneering stage of a product lifecycle must educate the consumer to the new product or service To show that people have a need they did not appreciate before and that the advertised product fulfills that need To show that product now exist that is actually capable of meeting the need that already had been recognized but could not have been fulfilled before

Competitive Stage
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. Various products can be classified under competitive stage

Shampoos Headache remedies Televisions Cars etc

Retentive Stage
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 mereley on the strength of its past reputation Products reaching maturity and past wide scale acceptance may enter the retentive stage or reminder stage of advertisement This main essence of advertising in this stage is to hold on to the consumer

A TYPICAL LIFE CYCLE MODEL

PRIMARY STAGES OF A LIFECYCLE

New Pioneering Stage

A product entering into a new pioneering stage is actually in different stages in different markets. Long term consumer may perceive the product as in the competitive or retentive stage New consumer may perceive it as being in the pioneer stage The advertiser here enters another cycle which is called newest pioneering stage The focus is to get more people use this type of product

EXPANDED ADVERTISING SPIRAL

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?

ADVERTISING AGENCY
An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for its clients.

TYPES OF ADVERTISING AGENCIES

Full-service agencies
Most full-service agencies work on a combination of fee-based and commission based compensation. The fee is paid by the entity for which the marketing is being done. The commission is a payment from the media to the agency and is usually equal to 15% of the cost of the advertisement.

This type of agency provides advertising services such as strategic planning, creative development, production, media planning, media buying, and other related services such as sales promotional, direct selling, design, and branding, etc.

Interactive agencies

Interactive agencies may differentiate themselves by offering a mix of web design/development, search engine marketing, internet

Creative Units

These are special creative houses that only built creative strategy on part of their client. Such agencies are normally a lower scale Agency

AGENCY DEPARTMENTS

Creative department
The people who create the actual ads form the core of an advertising agency. Modern advertising agencies usually form their copywriters and art directors into creative teams. Creative departments frequently work with outside design or production studios to develop and implement their ideas. Creative departments may employ production artists as entry-level

Account services
The other major department in ad agencies is account services or account management. Account Services or account management is somewhat the sales arm of the advertising agency. They are responsible for coordinating the creative, media, and production staff behind the campaign. Throughout the creative process, they keep in touch with the client to update them on the ad's progress and gain feedback. Upon completion of the creative work, it is

Media services
The media services department may not be so well known, but its employees are the people who have contacts with the suppliers of various media. For example, they will be able to advise upon and negotiate with printers if an agency is producing flyers for a client. They also negotiate the media rates and placements on mediums such as Television, Radio and Print etc on behalf of the client.

Other departments and personnel

In small agencies, employees may do both creative and account service work. Larger agencies attract people who specialize in one or the other, and indeed include a number of people in specialized positions: production work, Internet advertising, planning, or research, for example.

Advertising interns

An internship program in account services usually involves fundamental work within account management as well as offering exposure to other facets of the agency. The primary responsibility of this position is to assist account managers.

Functions of the account management intern may include:

Research and analysis: Gathering information regarding industry, competition, customer product or service; as well as presenting findings in verbal/written form with recommendations Involvement in internal meetings and, when appropriate, client meetings Assisting account services in the management of creative projects

ADVERTISING CAMPAIGNS

An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC) Advertising campaigns appear in different media across a specific time frame.

ELEMENTS OF A SUCCESSFUL CAMPAIGN

There must be a feeling of urgency for the buyer.

Tell your customer, "You need the product today because it will make you reach your goals."

There must be a list of benefits.

IT IS A WASTE OF TIME AND SPACE IN AN AD if you dont work in benefits.

The customer must be told what to do.

Brand positioning and benefits

How will we position the brand and what benefits will bring brand equity

Marketing mix

What is the recommended mix of advertising, public relations etc

Rationale

How does the recommended strategy relate to and what effect does it have on brand equity

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.

Key Components of a Creative Strategy

Key observations Communication objective Consumer insight Promise Support Audience Mandatories