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MARKETING

I will not remind you of what you have we think about HOW to deliver our message
known for a long time. Any advertising activi- to the respondents.
ty, even if you just want to put an ad in a ma- 7. A creative concept, i.e. what idea, plot or
gazine, is based on the process. story is it going to have? What am I going to
And each process has its phases. Let‘s hide my message behind? Will I use Morse
take a brief look at them, you don‘t have code or a photo of a beautiful model in the vi-
to memorize them, just realize how wisely neyard to deliver the message?
the steps of the process follow each other 8. Media planning and purchasing. This po-
and that each of them has a place in the int applies to you if you want to implement
process. your advertisement on your own, not with the
1. The brand and its identity is the basis of help of an agency. But make sure to remem-
everything. We‘ve already talked about it. If ber that we choose the medium according to

you don‘t have one, create it first and then start the price for advertising time and space (can
with the first ad, not the other way around. The I afford this price?), according to the ratio be-

brand gives us space but also borders. Adverti- tween the money spent and the number of
sing is a showcase of the brand and you surely people approached and also according to the
don‘t want to have your showcase empty. degree of suitability of the medium to the tar-
2. The next step is analysis. What do they get group (do rockers read a brass music ma-
know about you? How do they perceive you? gazine?).
What do they love about you and what bo- 9. A tactical plan in order to know when and
thers them? Do they already know the new what should be drawn, shot, ordered, started,
product? Have they already seen it anywhere? ended and evaluated. And also, to see how and
Which of the product‘s features is the most im- what is connected, what is based on what and
portant and which is not a selling argument at what are the important mutual relationships.
all? And there are still a thousand more ques- 10. Evaluation. Goals met. The winemaker
tions waiting… got rich and everyone in the country knows
3. Who is the „target“ of advertising? Whom the winemaker from now on. The agency can
will I approach? What are they like? Are they therefore get paid.
young, reflective, thrifty, always ready for ac-

tion, are they simple-minded and are they still WORK WITH TARGET GROUPS JUST
unfamiliar with wine? This is a phase that we LIKE SHERLOCK HOLMES
will look at in more detail in a moment - the Now let‘s take a closer look at points 3 and 5,
so-called “segmentation phase”. the majority of mistakes is usually made there.
4. What should be the goal of advertising? Point 3, called “segmentation” in technical
Does advertising increase sales by 10% or jargon. Segmentation means that we choose
brand awareness by 52% by the end of the the target groups for our advertising, i.e. such
year? What should people think and feel af- groups of people which should be impacted

ter seeing my commercial for the first and the by this advertising. I know you can tell me that
tenth time? you want to approach everyone with your ad-
5. What will be the advertising message? vertisement (especially when it‘s so expensive)
What do I want to say and what should they but that‘s not how it works. Let everyone buy
remember? We will also talk more about this your wines, I agree, I would also like to work for
phase in a moment. all winemakers in the country… But your ad-
6. A communication strategy. Every adver- vertising is not meant for everyone. You want
tisement, even a cheap one, deserves some to satisfy everyone with your off er but you
thinking and a proper strategy. At this stage, can‘t approach all of them with your ad. That‘s
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