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Welcome to Advertising Management SARATH,N S2 MBA,CET
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Welcome toAdvertising Management

SARATH,NS2 MBA,CET

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Agenda• Advertising decision making exercise:

Mountain Dew creative strategy• Administration

– Course outline– Project requirements

• Cautions

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Mountain Dew:Selecting New Creative• Situation: late 1999

– Mountain Dew is #3 soft drink in North America– Selecting new creative for 2000– Production costs for new ads > $1MM– Media costs will be ~ $55MM (low relative to

competition)– Do the Dew campaign entering eighth year * * *– Sales slipping

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Mountain Dew:Selecting New Creative• Issues

– How to keep the "Do the Dew" campaign working hard to build the brand, given that extreme sports were becoming overexposed

– How to respond to the growing threat of non-CSDs, especially Gatorade and the new highly-caffeinated and sugary energy drinks like Red Bull

• Strategy– Symbolize that drinking Mountain Dew is an

exhilarating experience.

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Mountain Dew:Selecting New Creative• Objective:

– Expand appeal of Mountain Dew to new users while reinforcing it among current users

• Positioning: – To 18 year old males, who embrace excitement,

adventure and fun, Mountain Dew is the great tasting CSD that exhilarates like no other because it is energizing, thirst-quenching, and has a one-of-a-kind citrus flavor.

• Communication Strategy:  – Symbolize that drinking Mountain Dew is an

exhilarating experience.

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Mountain Dew:Selecting New Creative• Target:

– Male Teens—18 year-old epicenter– Ensure appeal amongst 20-39 year olds (current

users)– Drive universal appeal (white, African-American,

Hispanic, and other ethnic)• Product Benefits

– Energizing, Quenching, Great Taste• Emotional Benefits

– Exhilaration, Excitement• Personality

– Irreverent, Daring, Fun

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Mountain Dew:Selecting New Creative

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Mountain Dew:Brand Imagery

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Brand Imagery:Surge

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Brand Imagery:7-Up

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Brand Imagery:Sprite

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Mountain Dew:Selecting New Creative• Options

– Labor of Love *– Cheetah *– Dew or Die *– Mock Opera *– Showstopper *

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Creative Decision Filters• Brand filters:

– Brand benefits – Brand’s symbolism– Resonance with the target audience(s)

• Communication filters:– Story– Product integration

• Campaign filter

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Key Points• Good creative can (at least partially) overcome

low media budgets• Good advertising is the result of careful strategic

thinking, not gut feel• Due to time constraints, we did not talk about

Mountain Dew’s other marcoms– Sales promotions (both trade and consumer)– PR– Internet presence

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Administration• Course outline highlights

– Text and other materials– Broader scope than just advertising– Group project: Marcom plan

• Team Submission• Two progress reports – short and difficult• Complete plan – long and difficult

– Evaluation scheme• Midterm and final exams: 40%• Group project: 60%

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Administration• Project requirements highlights

– Team Submission: Members and Resumes– Progress Report 1: Situation Analysis, Target

Audience, Objectives, and Positioning – Progress Report 2: Creative Strategy and Tactics – Marketing Communications Plan

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Cautions• If you do not like group work…

switch to another course!• If you cannot commit to spending a lot of time

working with your group face-to-face… switch to another course!

• If you do not intend to attend every class, except in the case of illness or bereavement or other extenuating circumstance…switch to another course!

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More Cautions• If you object “giving” the client your ideas…

switch to another course!• If you want a slack elective…

switch to another course!• If you want the notes posted on the Web…

switch to another course!• If you want an instructor who is sympathetic to

whining and moaning about any of the above…switch to another course!

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A Final Caution• People fail this course.

– The exams are difficult– The project is difficult– I have high expectations

(translation: “hard marker”)

• If you can live with all these cautions, see you next class!