C L A S S 8
A SUMMARY ON CLASS 8 – BY A. TUANG
I) OBJECTIVES OF ADVERTISING
1.
CREATE AWARENESS THROUGH ADS. AND BRAND ITSELF
2.
CHANGE ATTITUDES , CREATE TRIAL, PURCHASE , LOYALTY
II) PROCESS INVOLVED IN DEVELOPING ADVERTISING
1.
POSITIONING ---PRODUCT CONCEPT
WHAT CONSISTS IN PRODUCT CONCEPT ?
- TARGET GROUP
- MESSAGE “USP” PRODUCT BENEFITS & REASONS TO BELIEVE
-
BRAND CHARACTER/IMAGE
III) GOOD ADVERTISING MUST BE
-
CLEAR & SIMPLE EXECUTION
- KEY MESSAGE MUST BE STATED WITHOUT ANY DISTURBANCE BY THE COMPLEX
EXECUTION
- CLEARLY TELL THE PRODUCT BENEFITS
- BUILD CREDIBILITY TO YOUR PRODUCT
- DON’T EXAGGERATE IN YOUR ADS.
IV) TRADE MARKETING
MODERN TRADE ARE
NOW GROWING RAPIDLY
NEGOTIATION THEY
ASK FROM SUPPLIER : LISTING FEE &
REBATE/ YEAR
TRADE MARKETING
IS THE COMPANY—SATISFIES THE NEED OF THE CUSTOMER & CONSU7MERS BY
MARKETING THROUGH THE CUSTOMER. INTEGRATED
WITH BRANDS MARKETING.
EX. HOW TO HAVE
THE ATTRACTIVE MAIL PROMOTION ?
HOW TO HAVE THE BIG
SPACE MERCHANDISING ?
V) TRADE MARKETING SERVICE FACTORS
MINIMUM
SERVICES FACTORS
VALUE-ADDED SERVICE FACTORS
-
SPEED
& RELIABILITY OF DELIVERY
- SUPERIOR DISTRIBUTION SERVICE
-
FLEXIBILITY OR REGULATORY OF DELIVERY
- EDI
- KNOWLEDGE OF REQUIREMENT - UNDERSTANDING OF CONSUMER
MARKET STRUCTURE
- DELIVERY MATCHING ORDER - UNDERSTANDING OF CUSTOMER
OBJECTIVE & CRITERIA FOR
BUSINESS DECISION