Advertising and Integrated Brand Promotion Part 6: STP Marketing
Jan 12, 2016
Advertising and Integrated Brand PromotionPart 6: STP Marketing
“The best a ma...wait, who?
From 1903 to the late 1990’s, Gillette owned over 66% of the market on razors and razor blades.
How do we continue growth...
So they took a look at their markets, and segments.
Recognized a change in culture, and how it affected their segmentation.
“Gillette: The Best a Man Can Get”
Gillette for Women: Are You Ready
The number of women shaving had increased.
Market strategies hadn’t changed.
Created a new product line for a separate demographic.
BT DUBS: THIS NEW
AD CAMPAIGN COST
GILLETTE $80
MILLION DOLLARS
The multi-tonged approach
Attack hard, attack fast: exposure, exposure, exposure.
Make decisions based on calculated research and data, while being creative!
The focusTheories and practices from today need to work their way into our pre-production mentality as we approach our project.
So on top of our standard script, storyboard, shot list...
Focus on our reasoning for locations casting, wardrobe, style, theme, copy
Thennnnnnnn...make sure you’re focusing on consumer type, needs, functions, benefits, research tendencies...
...while determining which method of advertising would be best...
...all while being creative :)
Strategy
Just like in chess, or football you need to constantly plan out moves in order to stay on top of your opponent, and in control
Advertising works the same way
The consumer is a living breathing entity, and you must be willing to adapt
Refresh4 types of human needs
Biological, Safety, Love/belonging, Esteem
2 types of benefits
Functional, emotional
2 types of research
Internal, external
2 types of consumer
Logical, social
STP Marketing
Segmenting- Breaking down diverse markets into manageable portions
Targeting- Choosing specific segments as the focal point
Positioning- Creating media that specifically appeals to the target segment
DemographicsDemographics are the initial segmentation of the population based on general descriptors such as:
Age
Gender
Race
Marital Status
Income
Education
Occupation
Geographic location
etc.
Let’s Pause...
Does anybody know what the U.S. Census is?
Do it..
Let’s critique
Groups of 3
Work together to form opinions and explanation
Fill out worksheet, and provide an argument for the question ask.
Be prepared to defend to the class.
Each member of the group will be the spokesperson for 1 ad.
Ad 1
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Ad 1.5
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Ad 2
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Ad 3
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Bonus!
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