UNILEVERPLAN FOR GOOD ADVERTISING

Plan for Good Advertising

Conclusions of an International Advertising Conference in London.

Not a new way of making good advertising, “but this is what we do!”

Plan is composed of elements which have been used and shown to be sound – a tightly disciplined procedure than has usually been achieved consistently in the past.

Accepted by all concerned with Unilever’s advertising the world over.

Unilever’S definition of Good Advertising

“Good Brand Advertising is that which builds

up preference in the consumer’s mind for

one particular brand, and thereby persuades

her to try it and continue to use it.”

10 Principles of Good Brand Advertising

It is Consumer Oriented

It is based on fundamental consumer need, attitudes, and interests. It reflects the consumer point of view, rather than the manufacturers’ or dealers’ preferences or interests.

It concentrates on One Selling Idea

It does not scatter its efforts or diffuse its impact. It focuses on one single idea (selected basic consumer benefit) that can establish a penetrating, memorable reason for trial.

It concentrates on the most Important and Persuasive Idea available

Effective advertising represents and registers the most powerful and persuasive appeal available – the true key to the consumers mind.

It presents a Unique and Competitive Idea

It contains the promise of a unique competitive advantage. It creates a distinctive quality and brand identity. It is highly competitive in its impression and effect.

It involves the Consumer

Effective advertising recognises that the consumer’s motivation to buy comes from the head and heart.

Effective advertising is personal – it appeals to the consumer’s self interest.

It is Credible and Sincere

Where ever, it documents and demonstrates, or proves its claims. It provides assurance, is straightforward and hones in the concept and presentation.

It recognizes that the consumer is not a moron – she is your wife.

It is Simple, Clear and Complete

There are no alternative meanings, no possibility of confusion or misunderstanding. It is uncomplicated, completely understandable.

It clearly associates the Selling Idea with the Brand Name

It tells the consumer what the brand is used for. It clearly registers the brand name and links it with the selling idea.

It takes full advantage of the Medium

Certain ideas are better fitted to one medium than another. Effective advertising varies its presentation of the selling idea to capitalise on the physical characteristics and mood of the medium.

Medium is the Message! – Marshall McLuhan

It demands Action that will lead to the Sale

Effective advertising transforms passive acceptance or interest into action. It demands immediate response – and a long-term favourable attitude. It implants in the consumer the urge to buy.

How to Apply the Principles No automatic lead to creativity. Unless

creative ability is at a high level the advertising will not be good enough.

In picking the right WHAT to say. After that HOW.

WHAT must be supported by consumer research – the benefit the brand is going to promise is if vital interest to the consumer.

Procedure of Company Action Write the Brand’s Marketing Strategy Company responsibility, with Ad Agency

collaboration.

Define:The Market The consumer aimed atBrand informationThe CompetitionMarketing and Sales Objectives – short-term and long-term

Write the Brand’s Copy Strategy

Agency responsibility – but agreed and adhered to by the company. It defines what to say, but not how to say it, yet.

Three Statements :1. The selected basic consumer benefit2. Supporting Evidence3. The desired Brand Image

Check that the Product supports the selected basic Consumer Benefit

The consumer must be satisfied the product delivers the promised benefit. Especially the difference viz competition.

Establish a regular programme of research to provide basis for decisions

Best available methods to provide a firm basis for making informed judments.

This is needed to support decisins stated in the BMS, creative strategy, and the effectiveness of the advertising – pre and post release.

The HOW !

The How – the way in which the What is communicated to the consumer is the agency’s responsibility, and must be judged and approved by the company. The creative quality of the How can be judged

in two stages:1. Answering the questions on effectiveness

internally.2. By Pre-Testing method of research –

motivation towards purchase. Not only recall.

The HowQuestions you must ask about the advertising produced:1. Does it promise a basic consumer benefit. What’s in

it for me?2. Does it offer a convincing reason why? Persuades?3. Is it unique and competitive? Differentiating?4. Does it clearly identify the brand? Name and image?5. Does it involve the consumer? Evokes empathy,

emotional connect? Arouses desire and leads to action?

6. Is it clear and uncomplicated? Comprehendible and meaningful as desired.

Responsibility for advertising judgement should be clearly assigned and given to senior people (experts) in the company

Judgment?? Skill. Expertise. Knowledge.

Encouragement and inspiration. Authority? Veto? Fortunes depend on the decision!!

Prepare company/Agency procedures – Document – clearly stating responsibilities involved and checks to be used

BMS Agency Brief Creative and Media Strategy Budget Research – pre and post PR support Agency account planning, creative and

media planning disciplines – known to agency and client people

Available Market Research Techniques for Company and Ad Agency

MR is developing rapidly. Existing methods are being modified, and new methods and procedures are being added.

The list following is more a snapshot and a broad description.

Brand Marketing Strategy

The Market Shop audits – Nielsen. Fixed consumer panels, diaries, audit

panels. Continuous or periodic questioning and

surveys (Brand Barometers, consumer Market Indices)

Ad Hoc habit, usage, and attitude surveys Other relevant factual information and

research findings

The Consumer Analysis and interpretations – markets and

individual/groups – of Target Group/s Demo. and Psycho.

Brand Information Packaging Tests Product Tests – paired comparison,

monadic, multiple tests, Attribute Influence analysis (AIA), Halo Comparison (HC), etc.

The Competition Viz market, consumer, and brand Brand Image studies (Familiarity and

favourability, Positioning, etc.

Brand Creative/Copy Strategy Evolving a shortlist of key consumer

needs Group discussions, structured and

unstructured interviews to ascertain needs and desires not met by existing products.

Analysis of habits, usage, attitude surveys, concept tests, etc.

Selecting the Basic Consumer Benefits

Proposition testing – concept cards, layouts, headline and copy, baselines, etc.

Split run tests in media. Coupons and direct mail responses. Motivational tests of individual kinds

developed by research agencies and clients.

Ensuring that the Product will deliver the Benefit/s

Product tests – with claim and without claim ( like blind and branded tests) but on the creative and motivational aspects.

Pre-Post Testing Advertising TV Schwerin Test (pre-post incremental theatre

test) On-Air Test (pre-post incremental test at home) LINSTEP (choice and attitude tests) Print Concept Card test (TBS formula), and more. Pre and Post tests Brand Image studies. Continuous and repeat

surveys

7 Basic Steps in Planning an Ad Campaign

1. Appraise your Advertising Opportunity

Is there a favourable demand for the product? Are there opportunities for product

differentiation? Are there any qualities which serve as the

focal point of an ad campaign? Are there any strong rational or emotional

buying motives attached to the product? What is the segment/proportion of people can

afford and will buy, and I can reach them with the ad campaign?

2. Analyse your Market

Is there enough information to define closely the Target Market?

What are the factors of that which affect demand for the product?

What will be the competitive response to the campaign?

What budget/resources are appropriate considering the market situation?

Are there adequate capabilities to produce sufficient volumes of the product, if sales increase as a result of advertising?

3. Determine your Advertising Objectives

What is the basic message to be delivered?

Who is the target audience to be reached?

What is the expectation from the campaign – consumer response and sales?

What criteria will be used to measure the effectiveness and success of the campaign.

4. Establish your Budget and Control Systems

What kind of media strategy for a balance between reach, frequency and continuity will be most effective?

Develop a media strategy based on objectives and consumer information.

5. Develop your Strategies Media strategy that will deliver the messages

most effectively at the optimum cost. Creative message and the measures for its

effectiveness in terms of consumer behaviour.For this you need to consider:What business goals do you want to accomplish.What kind of people do you sell to or want to sell to.How do the people in your target market think,

believe, and feel about the product, company, and your competition.

What key thought/message will motivate these people to buy, as desired by you. What tone of voice will get these people to hear and believe you.

What is the basic theme that you will use in all your ads and other media?

6. Coordinate Advertising with other Promotional Mix What other marketing and

promotional activities are being currently undertaken by the company – for it or for other brands?

How will these be integrated and affect the product? And the ad campaign?

7. Evaluate the Advertising Results

Pre-testing – before investing substantial money in a major campaign.

Criteria to be used to judge the effectiveness of the campaign and expenditure on it.

Learning, feedback, for immediate and future campaigns, to insure their being more effective.

Remember :

“Not open to interpretation! Means the same thing to all consumers, the world over!”