Advertisement Class, Fifth session Based on the book: Contemporary Advertising and Integrated Marketing Communications, 15th edition (All photos/videos - copied from the internet, used only for educational purpose)

6. The Obvious Question
Why has Mountain Dew been changing its logo?

7. The changes in Mountain Dew
advertising from inception to the
present represent the evolution of
the brand from a beverage popular
in rural America to one that is
more urban, youth-oriented, and
high energy.

8. Marketing &
IMC Planning

9. State or restate the organization's mission
1

10. State or restate the organization's mission
Assess a brand's current marketing situation & identify factors
(both within the company and in the environment)
that may help or hinder achieving marketing objectives
2
1

11. Present clear, measurable, time-delineated
marketing objectives
3

12. Present clear, measurable, time-delineated
marketing objectives
3
Describe strategies that will be used to achieve marketing
objectives with specific target markets
4

13. Describe tactics or action programs for implementing
the marketing strategy
5

14. Describe tactics or action programs for implementing
the marketing strategy
5
Explain how the effectiveness of the marketing efforts
will be evaluated
6

15. Propose a budget for marketing activities
7

16. The Mission
Statement
1

17. To organize the world’s information and make it universally
accessible and useful.
(As of 2017)

18. To inspire and nurture the human spirit – one person, one cup
and one neighborhood at a time.
(As of 2017)

19. Apple designs Macs, the best personal computers in the world,
along with OS X, iLife, iWork and professional software. Apple
leads the digital music revolution with its iPods and iTunes
online store. Apple has reinvented the mobile phone with its
revolutionary iPhone and App store, and is defining the future of
mobile media and computing devices with iPad.
(As of 2017)

20. To offer modern Western education in Nepal with international
brand and quality assurance. And to promote and propagate
value based higher education that blends the best of the East
and the West in concepts, applications and life purpose.
(As of 2016)

21. Startingthemarketingplanwithamissionstatement
helpsremindplannersandmarketingpartnersabout
whattheorganizationisandwhatitstandsfor.

24. Namaste and welcome to Subisu, an organization that cares
about your needs, concerns, and happiness. Subisu provides
excellent and responsive service to its customers.

29. Our mission is to excel in education by creating an environment
that creates an ethic of service. We aim to produce professionals
or leaders in business/ hospitality administrators or
entrepreneurs through the environment that fosters innovation
and enthusiasm for excellence in their response fields.

33. BE CONSISTENT

34. the situation
analysis
2

35. Diet Mountain Dew's
sales growth during the most recent year
is only
8 percent

36. Good marketing plans provide the context
for factual information.
Diet Mountain Dew's sales growth of 8 percent during the most
recent year is put into a context when the marketing plan notes that
overall sales of carbonated beverages declined.
In that context, 8 percent growth is outstanding

37. One obvious strength
for Mountain Dew is its
well-defined, attractive
brand image as
a high-energy, full-
flavored, carbonated
beverage.
A possible weakness
could be the brand's
age.
Strengths Weaknesses

38. An opportunity for
Mountain Dew might
be the increased
interest in energy
drinks.
Since Mountain Dew is
a highly caffeinated
beverage, it stands to
profit from such a
trend.
Threats to Mountain
Dew might include
rising prices for
commodities used to
make the
product (sugar,
flavorings) that would
force Mountain Dew
to raise prices to
remain profitable.
Opportunities Threats

41. the marketing
objectives
3

42. Communication objectives
(related with promotional activities, such as increases in brand recognition
or awareness, increased comprehension of a brand’s attributes or benefits,
more positive attitudes about a brand or a more favorable image of the
brand or its typical user, and stronger intentions to try or buy a brand)

43. Sales-target objectives
(related to increasing or maintaining sales volume and market share)

44. Viewing IMC effectiveness only in terms
of sales overlooks some key issues.
How?

45. the marketing
strategies
4

46. Develop an appropriate marketing mix for the target market
Select the particular target market
Position the product

54. Consumers are advised in advance that the alpine down is 100% the same as
the regular down. At the same price point, which jacket do consumers prefer?

55. Result:
If you thought that consumers prefer the alpine down filled jacket, you're
right. Ok, that makes sense. If alpine down filled ingredient implies great
warmth, why not get it if there is no price penalty for it?

56. Consumers are again advised in advanced that the alpine down is exactly the
same as regular down. With a modest price premium, which jacket do the
consumers prefer this time?

57. Result:
Consumers still prefer the implied warmth and benefits from the alpine
down filled jacket.

58. Consumers are again advised in advanced that the alpine down is the exactly
the same as regular down. With a large price premium, which jacket would
consumers prefer?

59. Result:
This time, consumers selected the regular down filled jacket. The authors
argue that when the price goes up significantly, the consumer starts
paying more attention to the irrelevant differentiating factor and hone in
on the fact that it is indeed irrelevant.

60. What istheinsightfor
marketers/advertisers?

61. What istheinsightfor
marketers/advertisers?
Valuesaresubjective
and canbecreatedormanipulated

62. Marshawn Lynch

64. Product attribute
Price/Quality
Use/Application
Product class
Product user
Product competitor
Cultural symbol
Product category

66. the marketing
tactics
5

70. Nighttime Relief

73. Direct marketing, Advertising,
Sales Promotion, Public Relations,
Event Marketing, Distribution
ATL / BTL / TTL
Image / Text / Visual

74. Awareness
Comprehension
Conviction
Desire
Action

75. }
}
}
Learn
Feel
Do

77. Low
Involvement
High
Involvement
Thinking Feeling
House
Car
New Product
[Learn - Feel - Do]
Jewelry
Cosmetics
Clothes
[Feel - Learn - Do]
Food
Household items
Washing Powder
[Do - Learn - Feel]
Cigarette
Alcohol
Candy
[Do - Feel - Learn]

78. Low
Involvement
High
Involvement
Thinking Feeling
[Learn - Feel - Do] [Feel - Learn - Do]
[Do - Learn - Feel] [Do - Feel - Learn]