Advertising AIDA Model
AIDA Model ATTENTION A = PAN-TASTIC OFFER FREE PIZZA INTEREST I = Hot Online 1 =RM 22 = Hot Online 2 = RM 29 = Hot Take-Away 1 = RM 19 = Hot Take-Away 2 = RM 26. 90 = Add RM 3 to upgrade to Supremes Pan Pizza DESIRE D = The image of delicious Pizza ACTION A = PIZZA HUT ONLINE ORDERING- www. pizzahut.
com. my- = Halal Logo = Valid until 15 December 2011 ADVERTISER In Wichita, brothers Frank and Dan Carney opened the first Pizza Hut restaurant on June 15, 1958. They had been approached by the owner of a small building who wanted a nice neighbourhood business, and had read the Post’s article about pizza.
The Carneys borrowed $600 from their mother, located John Bender, an airman from McConnell Air Force Base who had worked as a pizza cook, purchased some secondhand equipment and were ready for business. The first night, they gave away pizza to interest potential customers. Many people ask how Pizza Hut got its name. When the Carneys were setting up that first restaurant, the building has a sign with room for just nine characters. They wanted to use “pizza” in the name, which left room for a word with only three characters. A family member suggested the uilding looked like a hut…. and Pizza Hut was born. 1959 : Pizza Hut is incorporated and the first franchise unit opens in Topeka, Kansas. 1965 : “Putt-Putt to Pizza Hut” musical jingle is developed for Pizza Hut’s first television commercial. 1967 : A Pizza Hut restaurant was built in five days by franchisees at the Oklahoma State Fair. World’s largest pizza (six feet in diameter) is baked and served at the grand opening of the Fort Worth, Texas Pizza Hut. 1968 : International market entered with the opening of the first Pizza Hut in Surrey, B. C. , Canada.
Pizza Hut serves a million people a week at its 310 locations. 1977 : Super Supreme is introduced. Pizza Hut opens its 3,000th unit in Arlington, Texas. 1980 : Pan Pizza is introduced throughout the system. 1983 : Personal Pan Pizza, with a five-minute guarantee, is introduced. Pizza Hut serves one and a half million pounds of pasta annually. Pizza Hut employs 10,000 teenagers from 16 to 19 years of age. 1984 : BOOK IT! National reading incentive program is launched with 200,00 elementary students enrolled. 1988 : Hand Tossed Traditional Pizza is introduced.
Pizza Hut celebrates its 30th anniversary with a total of more than 6,000 restaurants and delivery units worldwide. 1990 : Pizza Hut delivers more than 1,349,000 pizzas on Superbowl Sunday, about 7,000 pies per minute. 1995 : Pizza Hut launches the “You’ll Love The Stuff We’re Made Of” campaign. Buffalo Wings soar onto the menu. Pizzeria Stuffed Crust Pizza is introduced which immediately sets company sales records. 1998 : Surrey Place Pizza Hut celebrates its 30th year of business! ADVERTISING AGENCY Pizza Hut Hands Digital, Social Media to Martin
E-commerce Business Goes to Huge Yum Brands’ Pizza Hut has handed digital marketing and social media to its lead agency, Interpublic Group of Cos. ‘ Martin Agency. Sibling agency Huge has been tapped to handle Pizza Hut’s e-commerce business. Both moves occurred without a review. Digital marketing was previously handled by Dallas-based indie agency IMC. The move to hand digital marketing and social media to Martin “was made to help fully integrate our digital and advertising initiatives,” according to a Pizza Hut spokesman.
Huge, meanwhile, will be responsible for the pizza chain’s online ordering site as well as setting overall e-commerce strategy. IMC’s swan song for Pizza Hut were the recently released iPad and Android apps, as well as an updated iPhone app. Pizza Hut in 2009 launched the pizza category’s first iPhone app, which has since been downloaded nearly 3 million times. The Pizza Hut spokesman said that Huge will simply “fine-tune” the online ordering platform, rather than revamp it. Pizza Hut in recent years has prioritized online ordering, as have rivals Papa John’s and Domino’s, making for a heated race to digital dominance.
All three chains in the past have said that they hope to do about half of their business online. In April 2010 Pizza Hut had unveiled a simpler online ordering platform — customers can now order a pizza in two clicks — built by IMC and QuickOrder, Chicago. Papa John’s was the first of the three big chains to offer online ordering, though Pizza Hut built industry-first ordering platforms for not only the iPhone but also Facebook, and Domino’s made waves with its Pizza Tracker. Pizza Hut chief marketer Kurt Kane last year pinned a sales turnaround on $10 pizzas and two-click ordering.
Indeed, its 2010 U. S. same-store sales were up about 8%, although that growth was tempered by the chain’s first-quarter 2011 earnings: U. S. same-store sales were down 3%. Pizza Hut in 2010 spent $217. 4 million on measured media spending, up 9. 7% from the prior year, according to Kantar. MEDIA The Marketing Communications Mix To ensure that our message manages to reach as much of the target audience as possible we have chosen to use the following communication approach. This approach uses a combination of advertising using two media forms, the internet and television.
In accordance with the advertising, sales promotions and public relations will be carried out to hopefully guarantee the success of the campaign. Television The creation of television provided a new opportunity for widespread effective advertising. When viewing advertisements the public assesses what the advert conveys and how it conveys this message. This causes the public to evaluate aspects such as presentation, creative appeal as well as of course the message. Therefore due to impact that this powerful audio-visual tool can have on the audience, it is imperative that much consideration is given to the impression that is portrayed.
One major benefit of television advertising is that it has a very high level of penetration. Statistics have shown that in the United Kingdom on average the public watches television for ’28 hours per person per week’ (Nationmaster, 2009). This therefore provides a lucrative possibility for many corporations. Due to the audio-visual possibilities that television advertising provides it gives the advertisers an opportunity to utilize the creative potential and fully portray the message desired which consequently helps the brand to achieve its aspired goals.
For the television advertisement, a brand such as Pizza Hut should produce adverts that are creative and entertaining but also ensures that the core message is clearly communicated. The advertisement must be appealing to keep the attention of the audience to hopefully limit the effect that surrounding noise and distractions may have. There is a tendency of many consumers to directly link the credibility of a brand with the credibility of the medium, and television advertising is perceived as a highly credible source to most audiences.
Therefore the credibility of the Pizza Hut campaign has high chances of being enhanced if it associated with TV adverts. The television advertisement for the new campaign needs to be positively engaging on the emotional and psychological grounds. Our basic aim is to implement the pull strategy to create a demand for this new product category via the mass media. The target audience for the pizza hut campaign is the health conscious segment, but health consciousness is reflected in varied shades for different individuals, and this consideration is depicted in the television advertisement.
The advertisement shows an ordinary British family consisting of a mother, a father and two teenagers; a son and a daughter. They are discussing what to have for dinner at the dining table. One option that is discussed is pizza, and it shows the four different perspectives of having pizza for dinner. The mother’s standpoint is that pizza wouldn’t be suitable as it is unhealthy and lacks proper nutrients for the family, while the daughter’s perspective is that she would have motivational conflicts due to the high calorie count and the diet she as been carrying out, the son also may have a similar negative perspective due an extensive work-out schedule that he has been keeping to and doesn’t want to ruin and that father may be worried about blood pressure and cholesterol that are common with his age and therefore the consensus is not to order a pizza even though everyone would enjoy the experience. A pizza base appears magically on their table and tops itself up with all the healthy ingredients like vegetables/grilled lean whit meat/low fat cheese etc, which adds to the health quotient of a pizza.
The advert now describes the complete new range of healthy Pizzas from Pizza Hut. This advertisement aims to appeal to its audiences through an emotional stance. Understanding a mother’s basic instinct to ensure the family keeps healthy, understanding many teenager’s insecurities as well as understanding the worries about health for the majority of the aging population. The psychological perspective of this advert would be that people are enjoying a pizza without experiencing cognitive dissonance.
The advert would have a strong visual appeal to create the sense that it would be delicious and full of flavour, this would be carried out with visually appealing colours of the topping as well as the surrounding background of the advert. The slogan used for this advert is “Pizzas Just Got Healthier. ” This is a clear, strong slogan and it also communicates the core idea of the whole advertising campaign in lucid, simple language which is easily retained by consumers. The slogan also is able to depict an image of the brand which cares about its customer’s health through an product innovation.
The sales promotion that is integrated into the campaign will be shown at the end of the advert with a change in the tonal quality of the speaker, this is aimed at getting the audience to pay attention at the moment when the majority of the information is relayed. Refer to Appendix A for story board. The last but not the least the advert would be following the Association Guideline within “C4’S Golden Guidelines”; the television advertisement will be aired throughout a entertainment/comedy section, throughout the time period of 6pm to 8 pm.
This time period would be a high reach period as it after school and work when more members of the family are at home. It would be most viable to relate the advert to the shared territory and common targeting aspect of the Association Guidelines. Internet Advertising The internet is described by many as a one of the most important inventions of the century. It has been a part of a major revolution in technological development worldwide. With the advent of web based advertising in 1994, it has become an extremely convenient method for many brands to reach to the greater masses at a relatively lower cost in comparison to traditional media.
The current generation is highly dependent on the internet, and therefore advertising online in the form of banner ads, button ads, pop ups are the smart and viable options for many reputed brands. Potter (1994) ‘estimates that web based marketing results in ten times the units sold at one tenth of the advertising budget, and that’s one of the most important reasons to opt for an online advert. ‘ An added bonus also is that consumers have the option of watching the advert as many times as they wish and so are able to obtain all the information that the advert provides.
The new Pizza Hut campaign focuses mainly on giving healthier alternatives when visiting Pizza Hut, mainly in the forms ‘Healthy Pizzas’. This should be highlighted clearly to the audience as this should create an interest that may cause possible customers to acquire more information about the campaign. Another rationale for using web based advertising is the higher chance of an instantaneous purchase, as long as there is a option of purchasing the product or service. This impulse purchase effect will occur especially with food producers such as Pizza Hut, as it satisfies a physiological need in Maslow’s hierarchy of needs.
To hopefully ensure a purchase it would be advisable for Pizza Hut to have an option of “Order Now” and a link to the website. Public Relations Harris (1998) indicates the ‘purpose of marketing PR is to gain awareness, stimulate sales, facilitate communication, and build relationships between consumers and companies and brands. ‘ This opportunity is an interesting prospect for Pizza Hut and alongside advertising may enable the campaign to reach more of the target audience.
Pizza Hut can use its public relations agency to promote its products, services as well as its corporate identity. This is especially useful as the campaign is aiming for an image change, public relations will help communicate this change to many different groups of stakeholders. Corporate public relations is responsible for establishing understanding and trust with individuals who have a potential or actual interest in the organisation, (Kitchen, 1997). According to Gruning (1992), ‘corporate PR is the management of communication between an organisation and its publics. These may include health organisations, local businesses, local education authorities and potential customers along with many more groups. Pizza Hut can use and associate ‘the high credibility attached to this form of communication. ‘ (Fill et al, 2005) to create credibility and maintain the credibility of the brand. In order for Pizza Hut to be effective when carrying out its public relations, it will introduce newsletters informing the previously mentioned groups of what they are trying to do in its new health campaign.
Pizza Hut could also evaluate the effectiveness of its public relations by offering readers the chance to comment on the company and any articles through the feedback form at the back of the newsletter. Pizza Hut has decided to put together an article with a major newspaper publisher about obesity levels and the new Pizza Hut healthy campaign. Public relations are often important at more of a corporate level and without this option Pizza Hut would struggle to be seen as a major food outlet. This can be seen as a form of publicity.
Pizza Hut should also conduct a certain amount of public relations to its internal stakeholders such as staff and external stakeholders. Internally the employee magazine should be used and these cues should ‘develop images and perceptions’ (Fill, 2005) in the mind of the stakeholders, internally as well as externally. Therefore the ability for public relations to reach a medium size audience and also portray a credible image indicates that Pizza Hut should be using PR as one of its communication tools.
It must not be ignored however that public relations is more effective when integrated with other communication tools. By combining such tools as advertising with public relations it is possible to gain full national coverage something that would not necessarily be possible with other communication tools. Sales Promotions The institute of sales promotion (2004) defines sales promotion as a ‘planned and implemented activity that both enhances product or service appeal and changes customer behaviour positively in return for an additional benefit for purchase or participation’. Yeshin, 2006) According to Yeshin (2006) sales promotion can function on three levels by communicating, catching the customer’s attention at the point of purchase'(Yeshin, 2006) as well as providing extra information that may influence the purchase decision. Sales promotions can also provide an incentive by offering ‘some form of direct inducement, either immediate or delayed, which changed the perceptual base of the purchasing decision. ‘ (Yeshin, 2006) Sales promotions can also advance the purchasing decision and ‘invite the consumer to engage in an immediate transaction. (Yeshin, 2006) Therefore there is a strong rationale for using sales promotions in the new Pizza Hut campaign. The ability to create a product trial and sampling is necessary aspect for the success of the campaign. Once attracting customers to try the new healthier pizza range, this hopefully will encourage repeat purchases and create a loyalty to the brand. Through this loyalty there will hopefully be an increase in frequency of purchase as well as different usage. The sales promotions that Pizza Hut are planning on integrating into the campaign are such as a grouping with ‘Innocent Smoothies. Innocent Smoothies is a good association with this campaign as it is a well known smoothie brand which is related heavily with being healthy and prides itself on only using ‘100% natural, healthy renewable ingredients. ‘ (Innocent Drinks, 2009) have also already had success with the health conscious target audience already and so will create added value in the mind of this audience. The promotion that Pizza Hut is running is a ‘Meal Deal’ in which a choice of healthy pizzas accompanied with either an innocent smoothie or a side salad. This ‘Meal Deal’ will be set at ? . 99. Through these promotions there will hopefully be an increase in market share due to brand switching. A pull strategy will occur in which consumer decides to choose Pizza Hut over competing brands. Unlike some other tools of marketing communication, which work over a longer term, sales promotion produces rapid results and return on investment is often substantial. However it will be used along side with other marketing communication tools for this campaign so as to bring about an integrated marketing communication approach. SUPPLIERS / VENDOR