Coca Cola Challenge. Branding 101

Transcription

1 Coca Cola Challenge What were the results? Do they surprise you? What does this tell us about Branding? What does this tell us about the influence marketing has on our lives? Branding 101

2 The Age of Persuasion Terry O'Reilly & Mike Tennant What would you deduce about this world, its people, and their culture if you were an alien passing by - if it was exactly as it is right now, this moment, but there were no humans left?

3 In 1917, novelist Norman Douglas wrote: "You can tell the ideals of a nation by its advertisements." Think about your favourite ads - what do they tell us about our ideals?

4 "On any given day, at least 300 and as many as 6,000, marketing messages are lobbed your way. Statistics suggest that people spend more time exposed to advertising that they spend eating, reading, cooking, praying, cleaning and making love combined." - The Age of Persuasion, How Marketing Ate Our Culture

5 What is mass media?? What are some examples? Video

6 What is good and what is bad about mass media? Think about your answer Share with a friend Discuss with the class

7 Pros of Mass Media... you may start writing notes now... The wide reach is phenomenal it can target a global audience Newspapers and magazines can target a specific group Easily accessible and ready audiences Latest news at the click of a mouse! Huge amount of information on the internet Television, movies, Internet and the radio are amazing forms of entertainment Can be used for educational/inspirational purposes

8 Cons of Mass Media The information may not be authentic misinterpretation can ensue News can and IS manipulated to influence the minds of the audiences (ie: political control) Media bias (ie: Journalist provides personal preference) A particular event or celebrity may have undue importance and set wrong ideals before youth Unnecessary sensationalism of an issue leads to wrong information

9 What is the difference between Marketing and Advertising? Marketing: "refers to all or part of the process of conceiving, promoting, distributing, and selling a product or service." Advertising: "is one subset of marketing. It's the act of bringing that product or service to the public's attention, often through paid announcements or commercials."

10 The Marketing Concept The idea that a business or organization must consider both its potential customers and its competitors in every important business decision. The focus is always on satisfying the customer and overcoming the competition.

11 Three steps to effectiveness Identify an opportunity in a specific consumer or industrial market Ensure that the opportunity has not already been met in the competitive market Use appropriate marketing strategies to organize marketing plans and to sell its products or services successfully

12 What company's do this well?

13 Goods, Services and Events The overall goal of marketing is to distribute goods, services and/or events to those who want them o Good: items of merchandise, finished products, supplies or raw materials o Service: work done for others as an occupation or a business o Event: a significant occurrence, or happening

14 Consumer Goods: o Intended for personal use by the general public (ipods, cell phones, PS3s, etc) Industrial Goods: o Products used in business

15 Raw Materials: X unfinished goods used in the manufacturing of a product à paper + ink = a newspaper Processed Goods: semi-finished or a finished good, most raw materials need processing before they can be used (ie: milk, trees to lumber, apples to juice) Finished Goods: products that no longer require processing

16 Day 2 - T-Mobile Flashmob Commercial Who are they advertising to????

17 Target Market = You! What is a Target Market? The consumers that the marketer wants to attract What's a Yoot? Children, Tweens, Teenagers and Young people. Enormous amount of marketing clout

18 Don t Write This It is estimated that young people are directly or indirectly responsible for $570 billion in purchase decision. "I wouldn't dream of buying a computer or phone or software without at least consulting my offspring" - how many of your parents would say this?

19 Don t Write This Yoots are too smart for tradition Marketers are realizing that Youths are able to block out more traditional advertising better than in the past... You are wise to their ways.. How are marketers trying to attract youths now? Think - Pair - Share

20 Don t Write This Reaching youth in "Code" Using slang and "code words" Hiring younger ad agents "Never write an advertisement which you wouldn't want your own family to read." - Not any more!

21 Case Study Time! Watch the video about XPOZ and answer the following questions in paragraph form. 1. What do you believe is XPOZ s marketing concept? 2. What makes them unique? 3. Who is the target market (be specific)?

22 Marketing Activities... What about non-profits? How do they market to their target audiences? Can you think of any good examples? ALS Ice Bucket Challenge

23 ALS Donations Is it Working? 2014 Est

24 Activity - Not For Profits Working in groups complete the first part of the activity The second part is to be completed for homework!