Post 2D: Advertising Goals

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Before a company develops their advertising campaign they need to decide what the goal of that advertising is.  Not every campaign will have the same goal.  Examples include brand awareness, brand trial, brand preference, brand reminder or brand repositioning.

Give a unique example for one of the aforementioned goals.  Identify whether or not it was effective.  Which of the campaign goals do you believe would be most important for a company to execute well on?  The image above me help inform your thinking on this.  Which goal do you think would be the most expensive?

Finally, try and think of an example of a company that did not execute well on one of the aforementioned goals.  Why did it not turn out well?

19 thoughts on “Post 2D: Advertising Goals

  1. brand awareness is very effective, the better you advertise your product the better you’ll do selling it. For example, McDonalds im lovin it is never heard yet known by everyone, usually having a jingle will keep it stuck in your head for longer.

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  2. Brand awareness is the most important because without it companies wouldn’t get the sales they do today. For example apple has done an incredibly good job at brand awareness and getting their brand out in the world and because of that they are one of the most well known companies.

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  3. Brand awareness, brand trial, brand preference, brand reminder and brand repositioning are all useful, but the most important important one is brand awareness. An example of brand awareness relative to a company would be MacDonald’s, being one of the most well known fast food/burger joints world wide. I believe brand awareness is the most important advertising technique as it creates a well known name for the company amongst many people. Whens the last time you heard of someone who hasn’t eaten at Macdonald’s?

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  4. Apple has done a great job at creating brand awareness and portraying luxury in their products. Though they are not the most popular phone brand in the world they have created the image that they are, being the most popular in North America. They have also been able to create a very loyal user base who will no matter what use their product even if something on the market is better. By doing this they will be able to maintain their position in the market.

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  5. Brand awareness is the most important because sales will be almost unobtainable if the product is irrelevant. Typically the best advertisers are companies that sell electronics because they show what you’d be able to do or play if you buy the product.

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  6. An example of great brand awarenesss is Coca Cola . Coca Cola seems to be the main name that comes to mind when thinking of pop or soft drinks. This is partly because of their popular advetisements , sponsors and the drink it self but mainly how widely spread there branding is. An example of a ad from Coca Cola that brings brand awareness is its commercials andthat bring families or couples together with a bottle of coke . This is a very successful commercial because it shows a simple thing like coke can bring people together. Brand awareness would be the most important to exacute well because if more people know who you are you will be successful . The most expensive goal would be preference . If a company were to create products or commercials that had to fulfill everyone’s preferences it would become very expensive. A company that did not succeed when remodeling is Blackberry.

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  7. I think Apple has done the best with brand awareness, because it is the most popular electronic brand in the world and everybody knows about them. Even though they’re so well known, they still produce excellent commercials and continue to promote their products. I think awareness is the most costly, as it is very expensive to purchase ad spaces.

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  8. In my opinion the most effective and most expensive way to deliver an add is through it being informative. This is because consumers will know what they are paying for and be attracted the features the company advertises. One company I can think of that uses this method is Apple. in most of their ads they give specs of the phone or computer and list many new features. If it shows key points I am interestded in i will be more conviced to buy the product. A company that does not execute this well is samsung because often times they will only showcase the aesthetic aspects of the phone and not go into too much detailos of new features.

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  9. There are many kinds of advertisement, brand awareness, brand trial, brand preference, brand reminder and brand repositioning. These are all very useful, but the most important one i think is brand trial. Because a good product is not afraid to let the customer try it, it shows the confident of the company. Also every brand’s product allows to try it on. Except internet market.

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  10. Brand awareness, brand trial, brand preference, brand reminder and brand repositioning are all useful, but the most important important one is brand awareness. Example like Apple they have great brand awareness by using advertisements. Consumers often learn many things about their products from their advertisement. That is why people prefer Apple over other brands.

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  11. brand aweareness is very effective, the better you advertise your product the better you’ll do selling it. For example, everyone knows those annoying jingles on the tv when an ad is telling you the phone number to call ” Call 1-800-STEEMER, Stanley Steamer gets carpet cleaner!’

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  12. The most effective way to get a goal across is by getting people to think about it and how they are affected by the ad. This can be done in many different ways, but an advertising campaign that I find really incredible is the Budweiser commercial with the dog and the owner. It features the guy going out at night and leaving the dog home, and the dog not knowing when his owner is coming home. The dog ends up alone overnight and the screen comes up with the words “for some the wait never ended”, and then the owner coming home and telling his dog he made the safe choice and decided not to drink and drive and stayed at a friends house. It gets people thinking about something so minor but the message of having a great time is still clear, its just that they are asking consumers to drink responsibly. They even included the hard hitting hash-tag, #FriendsAreWaiting

    the link to the ad is below:

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  13. Apple has done an outstanding job for creating brand awareness as it is the most popular phone and laptop brand on the market and everybody knows about them. Even though they’re so well known they still produce excellent advertisements and continue to promote their products. The most expensive goal is advertising, as it is very costly to have air time.

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  14. Apple has done an outstanding job for brand awareness as it is the most popular phone and laptop brand on the market and everybody knows about them. Even though they’re so well known they still produce excellent commercials and continue to promote their products. The most expensive goal is advertising, as it is very costly to have air time

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  15. Even though all five marketing goals are very effective, but I believe that brand awareness is the most important one. An important would be Apple. Apple’s products are known for its simplicity design and usefulness. Unlike the complex android phones, the ios system is comparably easier to use. In Apple’s TV ad they mainly use white or black background and the advertisement just feels very like the products that they make. Only by keep presenting a brand’s central image can a brand be successful. Many would argue that brand preference is the most important, but you would never see major brands talking or claiming that their products are better than their competitors.

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  16. An example of an effective brand is febreze. People use febreze much more then other existing air fresheners. This is because everybody knows about them from all of their advertisements. That Is why i think brand awareness is very affective. companies that dont do well in this are usually smaller and inexperienced, that is why there companies fail. It is important to get your name out there so that every one knows about it so it will do well.

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  17. An example of a company that had incredibly effective brand awareness is Kleenex, as people often ask for kleenex as opposed to tissue. Seeing on the chart that awareness is on the bottom, it seems to be a strong basis to build your marketing campaign upon. Getting the word out their is incredibly helpful in having your product be widely favored and purchased. An example of ineffective brand repositioning was when Blackberry attempted to shift from a business phone to a smart phone and appeal to a younger demographic as Apple was doing. However, Blackberry was too slow in their efforts and lost a large portion of their consumers.

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  18. brilliant strategy, blockbuster product, or breakthrough technology can put you on the competitive map, but only solid execution can keep you there. You have to be able to deliver on your intent. Unfortunately, the majority of companies aren’t very good at it, by their own admission. Over the past five years, we have invited many thousands of employees (about 25% of whom came from executive ranks) to complete an online assessment of their organizations’ capabilities, a process that’s generated a database of 125,000 profiles representing more than 1,000 companies, government agencies, and not-for-profits in over 50 countries. Employees at three out of every five companies rated their organization weak at execution—that is, when asked if they agreed with the statement “Important strategic and operational decisions are quickly translated into action,” the majority answered no.

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  19. Advertising using brand awareness, brand trial, brand preference, brand reminder or brand repositioning all are effective to a degree, but using brand preference would be the most effective. In the end, having consumers choose your product over others is the most important. A company that did not execute these advertising goals correctly are usually smaller companies without a large advertising sector. Large companies will never makes advertising mistakes because they are experienced.

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