| 4500+ Great Links | Kleppners Advertising Procedure Ch. 3 |
My Related Pages | All rights reserved. This is my personal summary of Kleppner's Advertising Procedure.
Chapter 3: History & BrandsPlanningBefore you make an ad, you need a strategic plan.Know the buyer. Know what stage the product is at:
StagesPioneering StageProduct is revolutionary or heretofore unknown in a certain market, e.g. 1st cell phone.Creates a new habit, custom, usage, or improves standard of living. Theme: progress as a feature of the passage of time. Anticipates need, answers question. "Now you can"... Goal is to educate. Pitfall: assuming consumer knows about product category. Advantage: getting loyal customers early puts company in leadership position. Competitive StageConsumer already familiar with type of product, how to use it, and is choosing brands.Early competitive phase has many competitors. Ads feature difference between competing products, false choices, ignoring weaknesses, etc. Superlatives, comparatives.
Retentive or Reminder StageConsumers forget if not reminded.Mature, widely accepted product. Strength of past reputation is enough.
Goals
Unusual that product reaches this stage. Reaching retentive stage can suggest possible extinction of product type. Retentive stage is most profitable.
The Advertising Spiral
A product can be in more than one stage at once.
Example: One ad can target >1 groups and >1 stages. New products often skip the P stage because the product category is established. Important new product features may require P approach. After R, a company has several options. One is to continue to sell a product. The Product Life Cycle is:
This is flawed however, because most products go through >1 life cycles, and are revived and improved. New Pioneering StageContinued product revivals require "creative marketing".You can't rely on old customers. You always need new ones. In this stage, products are modified or overhauled. Smart advertisers will show new ways to use product when it is successful, e.g. by providing food recipes for soup product. A product can be in 2 or more stages at once, 1 for each consumer type or context. "New Pioneering" = Getting more consumers to use the product, teaching what the new feature is about. Bad or good approach: not telling the consumer what something new is about, e.g. "dry" beer. In some cases, they will try it out of curiousity, poor reasoning, etc. Example: watermelon bubblegum was a big hit in the 1980s.
ProgressionProgression on the spiral (or in time?) means fewer people interested in trying product. (Why? Bad product?)It's not just a spiral... Products can also brand out into new areas i.e. niche pioneering phases. BRANDSThese came about, the book claims, because wholesalers had power over manufacturers in the 1870s.
Mythology to support status quo?
Product is not the same as brand.
Product is manufactured and changes over time.
Brands have 2 parts
Brand's history is it capital.
LINTAS : Link(Stands for Levers International Advertising Services.)This is a method to assess your brand and determine how to improve it. Expressed as a pyramid.
Audit
Strategy
Brand equity probeAsking what to change to achieve goals.Creative Belief
Great BrandsOh, those wacky brands.They are:
Links
|
|