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STC 200

by: Natalie Land
Natalie Land
GPA 4.0
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Here are detailed notes from class, for exam and super useful for your case studies: more than just the powerpoint words!
Advertising Strategy Development
Jasper Nelissen
Class Notes
STC, account, Advertising, planner




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This 3 page Class Notes was uploaded by Natalie Land on Wednesday January 13, 2016. The Class Notes belongs to STC 200 at University of Miami taught by Jasper Nelissen in Fall 2015. Since its upload, it has received 42 views. For similar materials see Advertising Strategy Development in Strategic Communication at University of Miami.

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Date Created: 01/13/16
Account  Planning     January  14,  2016     •   Account  planning:  strategists,  inside  managers,  strategic  planners     o   Advertising  has  to  be  noticed  so  that  it  works  in  order  to  do  this,  advertising  has   to  empathize  with  consumer,  and  has  to  be  in  touch  with  social  change     •   Account  planner:  member  of  team  who  is  expert  at  working  with  information  and   getting  it  used  to  help  solve  clients  advertising  problems     o   Link  between  business  situation  and  what  consumers  care  about  to  influence  the   buy     •   SAATCHI  and  SAATCHI   o   Through  feeling  and  emotion  to  inspire  people  to  action     •   benefit  of  an  empty  head:   o   five  percent  we  know  as  advertising,  then  fifteen  percent  of  things  we  know  we   don’t  know  such  as  focus  groups  but  then  there  is  fifty  80  percent  of  thinks  we   don’t  know  we  don’t  know:  qualitative  research     •   good  planners  are     o   left  brain  and  right  brain  thinkers     §   rational  and  emotional     o   pain  in  the  ass:  ask  a  lot  of  questions     o   have  an  opinion  and  not  afraid  to  argue  for  whats  true  and  good  storyteller     •   how  we  learn   o   interrogate  brand  and  category,  understand  culture,  have  real  conversations,   listen  and  share  experiences,  find  a  way  to  find  out  things  you  don’t  know  you   don’t  know     •   Case  Study:  JCpenney     o   No  one  says  this  brand,  brands  we  don’t  identify  with     o   We  know  it   o   Needs  help,  its  been  bad  lately     o   Old  company:  Wyoming     §   It  was  called  the  golden  rule     §   Now  its  headquartered  in  texas     o   1100  stores  in  the  US  and  Puerto  Rico     o   usually  an  anchor  store:  corner  of  the  mall     o   sell  back  to  school,  clothing,  leased  department:  ie:  Sephora,  jewelry  repair     o   JCPENNEY  1983  ads     §   Back  then  more  professional  than  now   §   Emphasis  on  USA,  not  much  now     §   Haven’t  changed  much  there  ads     §   Most  important  message  in  there  ads:  all  about  discounting     o   JCPENNEY  early  2000   §   Not  much  changes  but  in  2005  new  chief  marketing  officer  is  assigned  so   big  changes  occur     •   Changes  in  perception  of  people:  play  upon  emotions  nothing   about  deals  anymore     o   Company  starts  to  do  bad  because  of  confusion:  they  fire  ceo  and  bring  in  Ron   Johnson:  inventor  of  genius  bar     §   He  brings  in  fair  and  square  and  back  to  golden  rule     §   Let  people  shop  on  their  terms,  no  more  coupons,  no  more  9.99     §   Yearly  calendar  switches  to  monthly  calendar     §   New  brands     §   Results:  DISASTER:  no  one  believed  in  JCP  anymore     •   Employees  hated  working  there  because  of  the  changes     •   People  loved  JCP  for  its  coupons  and  discounts     o   JCP  as  lifestyle  brand  instead  of  coupon  brand  went  really  bad     o   What  did  they  do?   §   Brought  in  old  CEO     §   First  they  apologized  didn’t  really  work  it  souned  desperate     o   Now  they  are  better:  good  2014  holiday  season  performance,  store  remodeling   for  2016     Strategy  Basics     January  16,  2016   •   To  work  advertising  has  to  be  noticed  and  emphasize  with  consumer     o   Works  if  you  go  into  world  of  feeling   •   Strategy:  great  work  of  organization     •   Michael  porters  view:  broad  formula  for  how  business  is  going  to  compete,  its  goals,   means  seeking  to  get  their,  setting  a  goal  and  how  will  we  get  there     •   Minzbergs  five  definitions     o   Strategy  as  a  plan:  course  of  action  to  achieve  intended  set  of  goals     o   Strategy  as  a  pattern:  pattern  of  past  behavior     o   As  position:  by  factors  outside  the  firm,  using  advertising  mark  as  the  strategy:   idea  of:  coca  cola     o   As  play:  out  with  a  competitor,  dependent  on  relationship  with  competitor   o   Perspective:  think  of  world,  view,  idea,  “theory  of  business”     o   Help  clients:  reach  objective     •   Strategy:  consistency  of  direction  based  on:  understanding  of  the  game,  how  you  can   maneuver  your  company,  what  are  you  really  good  at     o   Puts  you  in  a  better  position  to  win     •   Porter’s  generic  Strategies     o   Target:  what  are  you  trying  to  achieve     o   Advantage:  what  are  you  really  good  at?     o   Area  of  focus:  focus  on  one  segment  of  the  market     o   Differentiation:  industry  wide:  people  recognizing  what  you  do  as  a  company  as   different     o   Cost:  industry  wide:  we  do  it  cheaper     •   What  makes  strategy  successful?   o   Goals  are  simple  and  consistent,  long  term:  not  one  month,  etc  etc     o   Consistent  all  over  the  place  is  hard  to  reach  goals     o   Understand  competitors:     •   The  firm:     o   Goals,  resources,  structure   •   The  environment   o   Competitors     Role  of  Marketing     January  20,  2016     •   Recap   o   Help  clients  achieve  objectives     o   Strategy:  how  organization  will  achieve  its  goals     •   Marketing  and  advertising     o   Advertising  problems  come  from  business  proble,  but  business  problem  don’t   always  come  from  advertising  problems     •   Advertising     o   Our  job  is  to  help  client  grow,  geographicaly,  money,  and  values     o   Start  up  company:  very  hot  in  Miami     •   Challenges  you  face  as  a  company   o   Startup:  getting  brand  out  there,  people  know  you     o   Scaling  up:  how  do  I  reach  more  people     o   maturity:  how  do  I  keep  differentiating  myself     o   decline:  reverse  knowledge  of  my  company     §   advertising  can  do  the  biggest  job  here     •   know  what  people  care  about  intimately     •   how  do  we  help  what  business  are  we  trying  to  help?   o   Production  concept:  quantity   §   Ie  company  producing  bricks  not  branded  but  making  a  lot  and  at  a  cheap   cost     o   Product  concept:  product  itself:  making  it  the  best  quality  etc     o   Selling:  to  provide  heavy  discounts  worth  your  while     §   Utility  companies:  xfinity  etc     o   Marketing  concept:  focus  primarly  on  the  consumer  needs  and  wants,   relationship  etc     o   Holistic:  everything  matters      


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