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Showing posts from January, 2019

Digested Read: How (Not) To Plan, Section 2.

Product, Price, Place! Introduction Marketers tend to focus overly much on Promotion, ignoring other three Ps. 2.1 Brands Can(not) Live Forever "Brands don't have life cycles," a theory which the longevity of Heinz, Kellogg's, and Hovis apparently support. "If there is any 'life cycle,' it's a brand management cycle." Phase 1: Brand launch with strong marketing support and ROI. Phase 2: Sales plateau – marketing needs to maintain and depend the brand and gets less management attention; budgets are cut. Phase 3: The cuts lead to declining sales; brand owners retaliate with price promotions which deliver short-term sales but damage the brand image (further affecting sales). The Boston Matrix of Cash Cows and Stars should be applied to categories, not brands. Checklist "Aim for brand immortality" Always invest in continuous advertising [Comment: A recurrent theme ] Share and Voice and Share of Market can help you estimate how much

Digested Read: How (Not) To Plan, Section 1.

New year = new ventures – in my case, this includes a series of digested reads, with a focus on ad strategy books. I'm kicking it off with the APG's How (Not) To Plan . Firstly: the book is already a digested read, so this will be the super-distilled version. I'll tackle it section by section. Section 1 is all about Setting Objectives . Introduction "Effective communication starts with agreeing with your clients what it's supposed to do. [O]ften, this stage is rushed, fudged, based on flawed thinking or skipped altogether." 1.1 How (Not) To Make a Plan The authors talk about how "marketing objectives [...] have lost their grip on reality." However, "there is evidence from the IPA Databank that better objective setting leads to more effective campaigns. Best practice is to identify exactly what business results you want. And exactly what you need people to think, feel, and do to deliver those results." Also? "A campaign can't delive