Advertising and Integrated Brand PromotionPart 6: STP Marketing

“The best a ma...wait, who?

From 1903 to the late 1990’s, Gillette owned over 66% of the market on razors and razor blades.

How do we continue growth...

So they took a look at their markets, and segments.

Recognized a change in culture, and how it affected their segmentation.

“Gillette: The Best a Man Can Get”

Gillette for Women: Are You Ready

The number of women shaving had increased.

Market strategies hadn’t changed.

Created a new product line for a separate demographic.

BT DUBS: THIS NEW

AD CAMPAIGN COST

GILLETTE $80

MILLION DOLLARS

The multi-tonged approach

Attack hard, attack fast: exposure, exposure, exposure.

Make decisions based on calculated research and data, while being creative!

The focusTheories and practices from today need to work their way into our pre-production mentality as we approach our project.

So on top of our standard script, storyboard, shot list...

Focus on our reasoning for locations casting, wardrobe, style, theme, copy

Thennnnnnnn...make sure you’re focusing on consumer type, needs, functions, benefits, research tendencies...

...while determining which method of advertising would be best...

...all while being creative :)

Strategy

Just like in chess, or football you need to constantly plan out moves in order to stay on top of your opponent, and in control

Advertising works the same way

The consumer is a living breathing entity, and you must be willing to adapt

Refresh4 types of human needs

Biological, Safety, Love/belonging, Esteem

2 types of benefits

Functional, emotional

2 types of research

Internal, external

2 types of consumer

Logical, social

STP Marketing

Segmenting- Breaking down diverse markets into manageable portions

Targeting- Choosing specific segments as the focal point

Positioning- Creating media that specifically appeals to the target segment

DemographicsDemographics are the initial segmentation of the population based on general descriptors such as:

Age

Gender

Race

Marital Status

Income

Education

Occupation

Geographic location

etc.

Let’s Pause...

Does anybody know what the U.S. Census is?

Do it..

Let’s critique

Groups of 3

Work together to form opinions and explanation

Fill out worksheet, and provide an argument for the question ask.

Be prepared to defend to the class.

Each member of the group will be the spokesperson for 1 ad.

Ad 1

QuickTime™ and aH.264 decompressor

are needed to see this picture.

Ad 1.5

QuickTime™ and a decompressor

are needed to see this picture.

Ad 2

QuickTime™ and a decompressor

are needed to see this picture.

Ad 3

QuickTime™ and aH.264 decompressor

are needed to see this picture.

Bonus!

QuickTime™ and a decompressor

are needed to see this picture.