home Marketing Principles of Marketing - Philip Kotler

Principles of Marketing - Philip Kotler

Decisions on budget development

Defining your advertising objectives, the company can begin to develop the advertising budget for each individual item. The role of advertising is raising demand. And the company wants to spend just as much money as is absolutely necessary in order to achieve the planned sales figures. In Chapter. 14 described the four most commonly used method of calculation of the advertising budget. In developing their advertising budgets such firms as "DuPont" and "Anheuser-Busch" provide funds for advertising experiments. So, "Anheuser-Busch" includes the costs above average on some marketing areas and below average - on the other, and compares the results achieved with the results obtained in the group of control areas to detect gains or losses in connection with the increase or decrease in the amount of costs. Conclusions drawn from these experiments allowed the company "Anheuser-Busch" significantly reduce advertising expenses without losing its share market5.

Decisions on advertising appeal

Defining the problem of advertising and advertising budget, management must develop a common approach to advertising creative, her creative strategy. In the process of its creation can be divided into three stages: the formation of treatment ideas, evaluation and selection of treatment options, treatment execution.

FORMATION OF TREATMENT IDEAS. To generate ideas, designed to solve the problem before the advertising, creative professionals use different methods. Many of the ideas are the result of conversations with customers, dealers, experts and competitors. The campaign for the beer, "Slot" under the motto "When you do not have" Slot "- you do not have a beer" came after an employee of an advertising agency overheard this phrase, saying, one of the bartender customers in response to the message that "slot" is not .

Some creative people are trying to imagine which of the four types of rewards - a rational, sensible, public satisfaction or the satisfaction of self-love - customers expect to receive from the goods and in the form of experience. By combining types of remuneration to the types of experiences they are able to create many different kinds of advertising on its obrascheniy6.

EVALUATION AND SELECTION OF TREATMENT OPTIONS. The advertiser needs to assess the possible applications. Twedt proposed to evaluate treatment based on their desirability, exclusiveness and pravdopodobnosti7. Treatment should be, first of all, tell it to the recipient something desirable or interesting about the product. In addition, it should tell him something exceptional or special, are not inherent in other brand and this product category. Finally, the treatment must be believable and provable.

Organization "March of-Dimes" once searched for a subject for advertising by means of which it is expected to collect donations for the fight against congenital porokami8. 20 possible topics were selected in the result of "brainstorming." Group of young parents were asked to evaluate each treatment from the point of view of the interest of clarity and credibility on a 100-point scale. For example, the address "Every year, 500,000 children die from congenital defects, and have not been born" gained 70 points on the interest of performance, 60 - in terms of clarity and 80 points for credibility indicators, while the appeal "Your next baby may be born with a congenital vice "gained respectively 58, 50 and 70 points. The first call exceeded for the second indicator, and it was preferred for use in advertising.

EXECUTION OF TREATMENT. The extent of the impact of treatment depends not only on what is said, but how it is said. Execution can be crucial when it comes to very similar products such as detergents, cigarettes, coffee and beer. Advertiser need to submit your appeal so that it attracted the attention and interest of the target audience.

Typically, advertisers are willing to job to the drafting of the text, which specifies the objectives, content, argument and the tone of future announcements. Here is an example setting for the development of the text on cookies firm "Pillsbury" under the name "Mark 1869":

The challenge of advertising - to convince consumers that cookie, chtosegodnya they can buy canned biscuits, is no different from home - biscuits "Brand 1869" firm "Pillsbury". The content must be based on the emphasis on the following product characteristics: 1) has the form of cookies home; 2) biscuit has the consistency of a home; 3) It has the taste of home. The argument in support of the promises that the cookies the same "good as home", will consist of two statements: 1) cookie "Brand 1869" is made from a special kind of flour (from soft wheat), which is used for making homemade cookies, but never It had not been used for a batch of cans, and 2) the cookies prepared with traditional American recipes. The tone of the ad - Post about news painted a wistful warmth memories of traditionally high quality American baking.

Now creative professionals will find the style, tone, word and shape embodiment of this appeal.

In the aspect of style any treatment can be performed in different ways.

1. A sketch from nature. Introduction of one or more characters, using the product in a familiar environment. His satisfaction with the new biscuit brand can express, for example, the family sitting around the dinner table.

2. The emphasis on lifestyle. It is focusing on how the product fits into a certain lifestyle. In advertising Scotch whiskey shows pretty middle-aged man, holding in one hand a glass of whiskey, and the other hand to operate the yacht.

3. Create a fantasy environment. Around the product or its use creates a certain aura of fantasy. In advertising perfume "Zhontyu" firm "Revlon" depicts a woman in a chiffon dress. She came from an old French barn and goes barefoot across the meadow toward calling her beautiful young man on a white horse.

4. Create a mood or image. Around the goods they create wakes up the mood or image, say of beauty, love and serenity. Do not make any statements in favor of the product, except indirectly suggestible. To create the mood of many ads are designed to cigarettes, say cigarette brands "Salem" and "Newport"

5. Musical. Show one or more individuals or cartoon characters singing a song about this product. According to this principle, built many ads on cola drinks.

6. The use of a symbolic character. Create a character personifying commodity. This character can be animated ( "Green Giant") or real (man "Marlborough" cat Morris).

7. Focus on technical and professional experience. Demonstration of technical and professional experience of the company in the production of a particular product. So, in advertising the company "Hill Brothers' show one of its buyers, carefully sorting through the coffee beans, and the company" Suisse Italiano column "emphasizes its long experience of the winemaker.

8. Using the data of a scientific nature. We give preference to scientific data or more effective product compared to one or more other names. For years, dental advertising "Cross" paste operates scientific data, designed to convince customers of the superiority of this paste in the fight against tooth decay.

9. The use of evidence in favor of the product. Advertising is worthy of complete trust and evokes sympathy source of information, which speaks approvingly about the product. This may be some sort of celebrity, and ordinary people who claim they like goods.

Simultaneously, the communicator has to choose for your advertising and the right tone. Corporation "Procter & Gamble" consistently withstands advertising in a positive tone. In its ads have always said on this product something superlative. It avoids humor that does not detract from the essence of treatment. Conversely, the company's ad "Volkswagen" of her famous "Beetle" is usually served in a humorous tone ( "this straholyudny bug").

It is necessary to find a catchy, attention-grabbing words. Thoughts given in the left column, would have a much smaller effect, if they were not creatively recycled in what is presented on the right.

The components form elements, such as ad sizes, color and illustration, affect the degree of the impact produced by this announcement and its value. A slight rearrangement of the elements may be a few points to raise its ability to attract attention. Large-format ads are much more noticeable, although not necessarily attractive force increases in proportion to the growth of prices. In comparison with the black-and-white full-color illustrations enhance the effectiveness of the ad, and along with its cost.