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Advertising and IBP :smiley: - Coggle Diagram
Advertising and IBP :smiley:
STP Marketing
Targeting
Repositioning
What brand means relative to other brands
Landscape of Brand meaning
Positioning Opportunity
Differentiation
Stretch
Potential for consumer relevance over time
Credibility
Consumer belief in brand
Current Relevance
Positioning Strategy
Deliver on the Promise
Consitienty
Make it different simply
Positioning
Segmentation
Demographics
Pyscographics
Geography
Question:
How do marketers and advertisers use data analytics to predict the coming marketing trends to stay ahead of the curve and cater to their audience and potentially to a new audience as well?
Ethical Aspects of Advertising
Advertising to Children
Concerns
Pester power
Promotes superficiality
Creates value found in good material and consumption
Children's Television Act
Arguments
Children gain a healthy skepticism for advertising
Advertising Controversial Products
Concerns
Advertising tobacco, alcohol, gambling and more creates makes dangerous products appealing
Arguments
Advertising cannot create
primary demands in mature product categories
Truth in Advertising
Deception
Puffery
Small Print
Consumer watchdog groups
Ethics
Related Aspects interact with social and legal considerations
Product Category Demand
Complex Issue
Basis for the claim of vulnerbility
Basis for categorizing Controversial Products
Result of
Social and Cultural
Trends
Technological Changes
Economic Conditions
Broad influence over consumers' needs and lifestyle
Question
Will their soon to be some sort of law of act that puts its restrictions and limitations on AI advertising?
Consumer Behavior from the perspective of the social being:
Needs Recognition
Need State
mental discomfort
motive for why they buy product
Internal Search
evoked set
consideration set
top of mind awareness
External Search
information search and alternative evaluation
Purchase
Post Purchase and Evaluation
alternatiave evaluation
evaluative criteria
Sources of Involvement
Consumer-brand relationship
Aim of Advertising
Trials from Consumers
Conversions in product
Brand Ambassador
Customer Satisfaction
Four Modes of decision making in the social being
Extended Problem Solving
Limited Problem Solving
Brand Loyalty
Habit or Variety Seeking
Social Aspects
Improves the standard of living
Economies of scale (Costs less to produce large quantities)
Consumers have more choices
Competition motivates first to improve products and offer lower- priced brands
Speed and reach facilitate the flow of innovations
Educates consumers-
Equips consumers to make informed decisions
Enhances lifestyles and economic power
Elevates Important Information
Increases awareness of tendencies of persuasion
Good For storytelling
Reduces product search time
Affects happiness and general well-being
Individuals turn to goods and services to satisfy basic human needs
Advertising can remind us of five types of needs we all share:
Physiological
safety
Love and belonging
Esteem
Self-actualization
Effect on Mass Media
Can be good for a more informed democracy
Allows network TV, radio, etc to be free
Provides invaluable exposure issues
Demeaning and Deceitful or Liberating and Artful
Diversity in ads
Changing Stereotypes
Becoming more inclusive
Critiques and simultaneously celebrates consumer culture
What is advertising
Advertisements
convey specific message
Advertising Campaigns
a series of advertisements that communicate a specific message about a brand
Source
originator/creator of content
Accommodation
the way consumers interpret ads
Negotiation
way consumers interpret ads and decode what the source has created to find brand meaning
Client/Sponsor
Integrated Brand Promotion
uses a wide range of promotional tools
tools work together to create compellling image of the brand
Question: How do companies decide when to change or adjust their marketing strategies when their brand image needs to change to stay relevant?
Niche Marketing
Influencing
Digital/in person advertising
Brand image
Promise
Benefits of product
Target audience
Competition
Pricing
Knowledge of selling area
Industry knowledge
Popular products
Consumer opinions
Trends
Social media
Brand loyalty
Customer service
Policies/feedback
Communication
Customer needs
Active listening
Customer relationship
Authentic
Ask questions and be patient
Know product and customer preferences
The Promotional Mix
Direct Marketing/ Digital Marketing
Sales Promotions
Coupons or discounts to encourage sales
Creates urgency and drive for imediate sales
Personal selling
Direct communication with potential customer
Public Relations (P/R)
Focuses on building a positive brand for company
Media relations/ community enagagement
Handling of any bad publicity
Advertising through non personal communication
Aims to create awareness for product or service and persuade
Social Media / SEO
Direct Communication through personalized emails