Arm and Hammer
Marketing Brands Objectives, Positioning & Strategy
Campaigns
• Origin of term
• Military Campaigns
• Political Campaigns
• Advertising Campaigns
Origin of term
Fr. campagne, It. campagna - open country suited to military maneuvers n Campaign - a series of military operations with a particular objective in a war n Campaign - a series of organized planned actions with a particular purpose, as for electing a candidate
Political Campaigns
In politics, as in war, you have to pick your battles. National political campaigns focus on key states and voter groups.
Each single geographic or statewide campaign may have its own objectives and strategies which contribute to the overall campaign
The objective is a majority in the Electoral College.
Advertising Campaigns
• A team effort
• Structured and sequential activities
An imaginative re-integration of new and existing factors
• Shared objectives and strategies
Advertising Campaign:
What were the common elements? graphic look strategic message benefit statement brand personality executional elements - the dog anything else?
Advertising Campaign:
Campaigns are built with…
Plans & Strategies
Situation Analysis
Product Evaluation and History
Qualities, Price, Distribution
Prospect Evaluation/Target Market
Demographics
Psychographics
Behaviors
Competitive Analysis
SWOT ANALYSIS
Strengths
Weaknesses
Opportunities
Threats
Plans & Strategies:
Here’s a graphic representation…
Marketing Objective
Sell one million of product
Market Strategy/Creative
Establish brand as superior
Creative Objective
Establish brand as superior
Creative Strategy
To be determined
Market Strategy/Media
Target audience W 18-49
Media Objective
Deliver Advertising to
Target audience W 18-49
Media Strategy
To be determined
Marketing Objectives
Goals for the Product
Specific Period
Market Share or Sales Goals
– Example
Campaigns
• Origin of term
• Military Campaigns
• Political Campaigns
• Advertising Campaigns
Origin of term
Fr. campagne, It. campagna - open country suited to military maneuvers n Campaign - a series of military operations with a particular objective in a war n Campaign - a series of organized planned actions with a particular purpose, as for electing a candidate
Political Campaigns
In politics, as in war, you have to pick your battles. National political campaigns focus on key states and voter groups.
Each single geographic or statewide campaign may have its own objectives and strategies which contribute to the overall campaign
The objective is a majority in the Electoral College.
Advertising Campaigns
• A team effort
• Structured and sequential activities
An imaginative re-integration of new and existing factors
• Shared objectives and strategies
Advertising Campaign:
What were the common elements? graphic look strategic message benefit statement brand personality executional elements - the dog anything else?
Advertising Campaign:
Campaigns are built with…
Plans & Strategies
Situation Analysis
Product Evaluation and History
Qualities, Price, Distribution
Prospect Evaluation/Target Market
Demographics
Psychographics
Behaviors
Competitive Analysis
SWOT ANALYSIS
Strengths
Weaknesses
Opportunities
Threats
Plans & Strategies:
Here’s a graphic representation…
Marketing Objective
Sell one million of product
Market Strategy/Creative
Establish brand as superior
Creative Objective
Establish brand as superior
Creative Strategy
To be determined
Market Strategy/Media
Target audience W 18-49
Media Objective
Deliver Advertising to
Target audience W 18-49
Media Strategy
To be determined
Marketing Objectives
Goals for the Product
Specific Period
Market Share or Sales Goals
– Example