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
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Strategy: How you are going to do it.
Tactic: Specific action. (Should be specific action that helps meet strategic goals - tactics should be on strategy.)
Remember, objectives first, then strategy. (If you don’t know where you’re going, any road will take you there.)
The Value Ladder
Value
Benefit
Consumer Benefit
Product Benefit
Feature
Attribute
Some things we know about Advertising
Branding and Advertising
Branding = overall brand equity building
Advertising = specific messages and goals
Advertising contributes to Branding
Advertising is concerned with:
The Advertising Message
Media Planning and Placement
An Advertising Communication Model
Note it is more difficult for the audience to communicate back to the advertiser.
Feedback is one purpose of Market Research
The Lavidge-Steiner Learning Model
How people “learn” ads
Begins with Awareness
Moves to Conviction and Purchase
NOTE: Process may be quite rapid and you may try before being totally convinced
Marketing Strategies
Product Strategy
Functional Appeals
Performance Measures
Characteristic Features
Comparison Information
Emotional Appeals
Linked with feelings
Favorable disposition
Reference based
Distribution Strategy
Cities, Stores, Shelves, Direct
Pricing Strategy
High
Makers Mark---It taste expensive and it is.
Low
“The Candidate” is a prime example to the inside of a campaign and the inside of an election. Elections do not only include the candidate themselves but the campaign manager, the supporters, the nominee’s family and the media crew. During “The Candidate” democratic nominee John McKay uses many strategies in order to “not” win his election for senator of California. Going into this campaign McKay was in hopes that he would not win the election, as time passed his view of the election changed as did his strategies.
With respect to every election race, we are reminded that decisions are both profoundly charged typical customs of a voting based system in a democratic society and is a key procedural part of our political system. Both segments of the political elections, typical and procedural, serve key functions at all levels of our political system.
Campaigns are run by the party, not funded by the candidate. The constitutional system and the party system are the reason why the government is decentralized, which results in either there is a strong and stable party or a very poor party (no in between) in a designated area.
Candidates campaign to gain voters on their side by using the internet, TV, radio and they also post signs to persuade the public to their side.
Public policy is affected by the decisions of the congressional and presidential process due to the fact that these parties cannot agree on certain issues. The congressional electoral process offers more individualism among its members than among legislators. Congress seeks for re-elections because they want to maintain a personal reputation among voters. The presidential process is composed of various steps that every candidate needs to go through to get elected. When both electoral are on a campaign they tend to make certain promises to the public that cannot be kept for the future. such as a better education or college students receiving help to pay off their student loans. The congressional primary elections can go in a battle
America’s history of Presidents has been a long and grand one. With many close races, campaigns have been a crucial part of gaining votes. However the campaigns today are completely different compared to those before those before the nineteenth century. The ideals behind each voter differed greatly and the way each party gathered votes may have been considered strange today. Compared to the days where direct appeals were looked down upon, the American society has adapted itself with the advancement media and technology has made such appeals a common thing. Political parties have had to adapt to these
A "Candidate-Centered" election is when candidates focus on themselves and the issues they believe are important. Candidate-Centered election started with the legislative reforms of the 1970s. At this time members started to focus more on the constituents and less on political party. Congress members started working more in the areas they represented. Members focused more on projects for their constituents and using more resources to enhance the quality of life, so they could get reelected.
Political campaigning is now the full-fledged live version of chess, with pawns, queens and kings, but is all this parading and strategizing actually important? What is even the purpose behind political campaigns; is it to inform the public about a candidate or through clever means to win an election at all costs? The truth of the matter is that campaigns do actually serve an important purpose in the political world of America. Its purpose is to help inform voters about candidates and to improve the number of voters at the polling place. In order for these goals to be achieved there needs to be a clear platform upon which the campaign is built.
Those candidates whose races are limited to smaller districts and electorates find it easy to run the cost-per-vote tap swiftly. It therefore means that money is not always a determinant of the vote results. A candidate would spend a lot of money and still be beaten by the one who spent relatively lower. 2 In a number of cases, a candidate who enters a general election competition with the right party affiliation for a given district or a better name recognition is highly likely to low amount of money on campaigns.
election process for the individuals who want to serve as an official for the states discussed.
Every four years, the United States’ citizens elect a new president. The election is held in November, but campaigning starts almost a whole year before the election month. Candidates compete on a daily basis for the one position some people only dream of holding. With this election on the horizon, voters need to take time to understand who the contenders are and what their main objects will be once they arrive in office.
Winning an election requires a lot of work and dedication. Therefore, campaigning for an election is not an easy job. There are many factors that need to be taken into consideration, such as money, candidates, issues, etc. In the movie, "The Last Hurrah", the candidate Frank Skeffington lost because of his old-fashioned campaign tactic. Skeffington preferred to speak in arenas, street corners, basically anywhere where a crowd could gather.
The tactics part of the marketing plan defines relevant product and service characteristics. It will also include the pricing of the product and how the information is communicated to its target market, stakeholders and company personnel.
* Strategy exists in the mind of the leader in the form of a vision of the organization’s future.