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PAU - The Role of Advertising.ppt.pptx
1. The Role of Advertising
Dr. Tendai Mhizha
Head, Innovation and Growth - Insight Redefini
OCTOBER 19, 2020
2. Dr. Tendai, fondly known as “Dr. T”, is the quintessential Pan Africanist and global
citizen. Zambian-born of Malawian and Zimbabwean parents, she started school in
Nigeria and has lived all over the world in places like Thailand, Malawi, the UK,
and South Africa.
She has over 25 years of leadership experience and knowledge in Pan-African
Strategy and General Management, Marketing, Branding and Market Research
having worked the Edgars Group, Wella and within the Global WPP group. She
has also led a 25-year-old Pan African Market research Agency, Research Bureau
International and is the Founder and Chief Inspirer of Integra Africa, offering
TRRibe programs (Talent Retention and Return – through internal brand
engagement).
She was most recently the Managing Director of Insight Publicis and now
oversees Innovation and Growth for Insight Redefini.
Dr. Tendai is also an author, public speaker and lecturer in Strategy, Brand
Engagement and Leadership. She is the Author of the widely used Living Standard
Measure tool, which is widely used by top Multinationals in Sub-Saharan Africa.
About Dr. Tendai Mhizha
3. LET'S TAKE A STEP BACK:
What is the goal of
advertising?
Advertising is traditionally
defined as the act or practice of
calling public attention to one’s
product or service.
It is about communicating to
consumers what your product
does, why they should buy it and
how they should use it.
But is that what we do now as
advertisers?
4. The Traditional Role of Advertising
Communication
Getting the message
to as many people as
possible
Societal
Informing society
about new
innovations and how
to leverage them
To satisfy needs
through consumer
goods and services
Marketing
To provide standards
of living by promoting
material consumption
Economic
5. ● Don’t listen passively to the
advertiser anymore
● Engage with the advertiser or
manufacturer and co-create value
● Are very clear about what they want,
and are willing to be vocal about it
● Don’t want to be spoken down to
● Even more demanding in the post-
crisis era
Consumers are
empowered now...
6. Advertising today is
about engagement.
Communication is a two-way role.
An advertiser cannot simply communicate to
consumers and not expect near-instant
feedback.
The world is constantly changing, and the way
we communicate must change with it.
7. In this age, an advertiser should not be
differentiated from an upstream marketer.
Downstream
Marketing
Upstream
Marketing
Marketing in the
classic sense.
Advertising,
promotion,
activations all
communicating a
product or service
that already exists.
Focuses on
innovation.
Strategically
identifying and
fulfilling consumer
needs.
“Where is the
market moving and
what will
consumers want
next?”
8.
9. What can be marketed?
• Goods
• Services
• Events
• Experiences
• Persons
• Nations
• Places and Properties
• Organisations
• Information
• Ideas
• What are you marketing?
• Who do you market to?
• Which needs are you meeting?
• Who is your Customer/Consumer?
• What value are you leveraging?
• What is the desired response?
• What do you as an organisation
stand for?
• What does your brand stand for?
• Do you have a higher purpose?
10. Who do we market to?
Many tend to view their Target Audience as
demographics, but it goes beyond that.
Sunlight Dishwashing Liquid is marketed
towards middle-class women for washing
dishes.
Are middle-class women Sunlight’s only
consumers?
Is washing dishes the only use for Sunlight
dishwashing liquid?
Can only middle and upper-class consumers
afford to buy Sunlight?
11. In actuality, you are selling to
anybody who sees value in your
product.
The perceived value in your product is
dependent on the consumer’s
psychographics
● What they are looking for
● Their personality
● Their aspirations
● Their lifestyle
● Their needs.
Demographics do not dictate purchase.
Perceived value does.
12. Consumers buy value,
not just products and
services...
Value is relative — it is not what
the advertiser says it is; the
consumer defines what value is!
This is why people buy expensive wines;
the high price tag lends to the
experience of drinking.
15. Mid-1500s — Potatoes had become a staple of European cooking… except in France,
where the people refused to accept what they called “pig feed” and saw as a cause for
Leprosy.
1748 — French Parliament officially bans the potato
1772 — After being fed potatoes as prisoner of war, pharmacist Antoine-Augustin
Parmentier, who was makes it his life mission to prove the value of potatoes.
1773 — Parmentier wins an award for proving potatoes were a good source of nutrition,
however, this does little to change public perception of potatoes.
1773 - 1781 — Parmentier throws a series of publicity stunts to popularize potatoes,
such as hosting stylish dinners with celebrity guests and making potato bouquets for the
King and Queen of France
1781 — King Louis XVI grants Parmentier a large plot of land, which he turned into a
potato patch guarded by heavily armed men. His logic; “Anything worth guarding
heavily is worth stealing.” Before long, people started to steal from the potato patch
and the vegetable started to grow in popularity.
Today — Many French potato dishes are named after Parmentier.
Case Study:
How France Adopted the Potato
16. The role of advertising is
to make the unfamiliar
seem familiar, and to
make the familiar seem
new.
17. Consumers demand
genuinity
Savvy consumers today choose brands the way
they choose their friends
They want relationships with brands and they
want those relationships to be genuine.
Engaging consumers, learning from them and
co-creating value leads to the most powerful
form of advertising - earned media!
As advertisers, we are not just putting out as
many ads as possible. We are focused on
starting fires amongst consumers and earning
their trust.
18. A brand is a promise a company or
product makes - and keeps
Brand positioning is a simple idea
applied with ruthless consistency
19. INNOVATIVE DESIGN
ULTIMATE
PERFORMANCE
CLASSIC PRESTIGE LUXURY LIFESTYLE
Sporty and stylish
driving experience
Technology and
performance
Sophisticated driving
experience
Ownership
experience
Design is hero Car is hero Badge is Hero You are Hero
With clear and consistent communication, marketers
can make a brand mean something to people.
Even with their names obscured, each one of these brands is easily recognisable. These brands all mean
something, because they have communicated consistently and built a strong positioning over time.
20. Why Integrated Marketing?
“Effective marketing requires an integrated Communications plan…..”
because the communication program’s role is to foster the consumer’s
awareness of the product, knowledge about its features, interest in
purchasing, likelihood of trying the product and of purchasing it”
(HBR 2000 – 9-599-087)
Accomplishing the typically multifaceted communications goal means
relying not just on one form of communication, but bringing together a
number of different modes in a consistent, complementary way.
21. There are several stages to go through before an
advertiser gets the consumer’s loyalty.
22. As an advertiser, your communication must target a
universal set of needs.
24. When we think of Harley Davidson, we imagine a
certain demographic as Target Audience.
But Harley Davidson’s promise of freedom is a
universal need that cuts across demographics!
25. Brands today have mastered
the art of understanding the
consumer.
Brands like Netflix, Google and Amazon are
consistently feeding the consumer ideas, before
the consumer even thinks about them.
With the power of A.I., these companies watch and
learn from each consumer in order to better market
to them, effectively reaching Segment of One.
This should be the ultimate goal of the marketer, to
provide a tailored experience to each consumer.
26. ● Be careful when you look at your Target
Audience. If you get that wrong, your message
will be wrong!
● Do you understand the need your brand
meets?
● Understand the role of price in the consumer’s
decisions.
● Throw out the old ways of thinking! The
strategy we create must shift with the ever-
changing world.
● Always think of yourself as an upstream
marketer.
In Summary...
