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Advertising Campaign Themes. Miller Lite. BMW. Chevy Trucks. “The Ultimate Driving Machine”. “Like a Rock”. “At a place called Miller time”. The central message that will be communicated in all of the various IMC activities. Miller Lite. BMW. THE BIG IDEA (DMBB). - PowerPoint PPT Presentation
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Advertising Campaign Themes
“The Ultimate Driving Machine”
“The Ultimate Driving Machine”
BMWBMW
“At a place called Miller time”
“At a place called Miller time”
MillerLite
MillerLite
“Like a Rock”“Like a Rock”
ChevyTrucksChevyTrucksBMWBMWMiller
LiteMillerLite
The central message that will be communicated
in all of the various IMC activities
The central message that will be communicated
in all of the various IMC activities
04/21/23 2
THE BIG IDEA (DMBB)
1. Does the ad position the product simply?
2. …and with unmistakable clarity?
3. Does this ad bolt the brand to a benefit?
4. Does this ad contain a power idea?
5. Does this ad have brand personality?
Approaches to the Major Selling Idea: USP
Buy this produce and you'll benefit this way or enjoy this reward
Buy this produce and you'll benefit this way or enjoy this reward
Must be unique to this brand or claim; something rivals can't or don't offer
Must be unique to this brand or claim; something rivals can't or don't offer
UniqueUniqueBenefitBenefit UniqueUniqueBenefitBenefit
Unique Selling Proposition
Unique Selling Proposition
The promise must be strong or attractive enough to move people
The promise must be strong or attractive enough to move people
PotentPotent
Creating a Brand Image
Often used for products such as soft drinks, perfume, liquor, clothing, airlinesOften used for products such as soft drinks, perfume, liquor, clothing, airlines
The creativity sales strategy is based on a strong, memorable brand identity through image advertisingimage advertising
The creativity sales strategy is based on a strong, memorable brand identity through image advertisingimage advertising
Used when competing brands are so similar it is difficult to find or create a unique attribute
Used when competing brands are so similar it is difficult to find or create a unique attribute
The creativity sales strategy is based on a strong, memorable brand identity through image advertisingimage advertising
The creativity sales strategy is based on a strong, memorable brand identity through image advertisingimage advertising
Used when competing brands are so similar it is difficult to find or create a unique attribute
Used when competing brands are so similar it is difficult to find or create a unique attribute
Creative Consistency
Nike Just do it
Allstate Insurance You’re in good hands with Allstate
Hallmark cards When you care enough to send the very best
Budweiser This Bud’s for you
Intel Intel inside
State Farm Insurance Like a good neighbor, State Farm is there
Chevy Trucks Like a rock
Dial soap Aren’t you glad you use Dial?
Company or BrandCompany or Brand Campaign ThemeCampaign Theme
Creative Exercise
• You are advertising PEPSI
– Theme is “PEPSI makes you young!”
– Develop an ad (an execution)
What to include in what media?
CONTENT
•Information, reminders
MEDIA
•Advertising, PR, Internet, “Web 2.0”
Foote, Cone & Belding Grid
1InformativeThe Thinker
3Habit
FormationThe Doer
Thinking Feeling
Low
In
volv
em
en
t2
AffectiveThe Feeler
4Self-
SatisfactionThe Reactor
Hig
h
Involv
em
en
t
Foote, Cone & Belding Grid
1InformativeThe ThinkerCar-house-furnishings-new productsModel: Learn-feel-do (economic?)
Possible implicationsTest: Recall diagnosticsMedia: Long copy format
Reflective vehiclesCreative: Specific information
Demonstration
Thinking
Hig
h
Involv
em
en
t
17-10
Foote, Cone & Belding Grid
2AffectiveThe FeelerJewelry-cosmetics-fashion goodsModel: Feel-learn-do (psychological?)
Possible implicationsTest: Attitude change
Emotional arousalMedia: Large space
Image specialsCreative: Executional
Impact
Feeling
Hig
h
Involv
em
en
t
Foote, Cone & Belding Grid
3Habit formationThe DoerFood-household itemsModel: Do-learn-feel (responsive?)
Possible implicationsTest: SalesMedia: Small space ads
10-second ID’sRadio; Point of Sale
Creative: Reminder
Thinking
Low
In
volv
em
en
t
Foote, Cone & Belding Grid
4Self-satisfactionThe ReactorCigarettes, liquor, candyModel: Do-feel-learn (social?)
Possible implicationsTest: SalesMedia: Billboards
NewspapersPoint of Sale
Creative: Attention
Feeling
Low
In
volv
em
en
t
Quote of the Day
If you have a good selling idea,
your secretary can write your ad
for you.
• Morris Hite
(DDB)
