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Advertising Strategy

Week 8

Fall 2007

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Advertising Planning Process

Advertising Objectives

Budget Decisions

Creative Strategy

Campaign Evaluation

Media Strategy

Brand Positioning Target Market

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Advertising Objectives

Create awareness for new products

Inform consumers

of product features and benefits

price changes Important for building primary demand

Persuasion

Build brand preference or change buyer perceptions

especially important for building demand in competitive markets.

Reminder advertising: maintain top-of-mind awareness

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Hierarchy of effectsCommunication Process

Awareness

Interest

Liking, Preference

Purchase, Action

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Creative Strategy

Develop the USP unique selling proposition or the Creative

Hook

Unique Selling Proposition Translates brand positioning into a compelling message.

Objective is Memorability

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Creative Strategy:Emotional vs. Rational Appeal

Emotional = appeal to psychological, social or symbolic needs. Pull at the

consumers heartstrings

Rational = provide information about functional and utilitarian aspects of

the products.

Shift towards emotional execution strategy in the later part of the productlifecycle

Intense competition and proliferation of substitutable products

(Michelin) Critical to increase Product involvement

http://www.youtube.com/watch?v=sIkQRXkpwQI

http://www.youtube.com/watch?v=SdPLf3FoInE

http://www.youtube.com/watch?v=sIkQRXkpwQIhttp://www.youtube.com/watch?v=SdPLf3FoInEhttp://www.youtube.com/watch?v=SdPLf3FoInEhttp://www.youtube.com/watch?v=sIkQRXkpwQI

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Taxonomy of Emotional Appeals

Fear appeal

can be an effective motivator but has the danger of alienatingconsumers

Show the consumer how to avoid the problem.

Provide concrete supporting information

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Taxonomy of Emotional Appeals

Humor

Memorability device.

Humor should not clutter the product benefits.

Execution detail: Show consumer how to avoid the problem.

Pre-test to check if consumer i) recalls product benefit

Attitude_product versus Attitude_ad = will the message be persuasive and will theproduct be taken seriously.

http://www.youtube.com/watch?v=kVCGBohc20k&mode=related&search=

http://www.youtube.com/watch?v=f3mXaATLeRM

http://www.youtube.com/watch?v=zV-yGp4l8B8

Fantasy

seen often in cosmetics advertising

http://www.youtube.com/watch?v=r1g5qcKcVCM

http://www.youtube.com/watch?v=kVCGBohc20k&mode=related&searchhttp://www.youtube.com/watch?v=f3mXaATLeRMhttp://www.youtube.com/watch?v=zV-yGp4l8B8http://www.youtube.com/watch?v=r1g5qcKcVCMhttp://www.youtube.com/watch?v=r1g5qcKcVCMhttp://www.youtube.com/watch?v=zV-yGp4l8B8http://www.youtube.com/watch?v=zV-yGp4l8B8http://www.youtube.com/watch?v=zV-yGp4l8B8http://www.youtube.com/watch?v=f3mXaATLeRMhttp://www.youtube.com/watch?v=kVCGBohc20k&mode=related&search

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Types of Rational / Informational Appeal

Technical Expertise or Scientific Evidence: (CrestLook ma nocavities)

Comparative: Product features vs. competition (Nike vs. Reebok) http://www.youtube.com/watch?v=xhiyDQNmEjY

Advantages

High ability to get attention

Helps in competitive positioning

Disadvantages

Advertise the competition. Makes competition more salient.

Can use only if there is clear objective superiority for the advertisedattribute.

http://www.youtube.com/watch?v=xhiyDQNmEjYhttp://www.youtube.com/watch?v=xhiyDQNmEjY

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Media Decisions

Define the target market.

Quantitative Measures

Reach: the percentage of people in the target market who are exposedto the ad campaign during the defined time duration

70% of the target market during the first three months of thecampaign

Frequency: A measure of how many times an average individual in thetarget market who have been reached .

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Media Decisions

Advertising Exposure

Gross Rating Points = 70(Reach) 4(Frequency) = 280 GRPs

1GRP = 1 exposure to 1% of the audience.

Qualitative Measures Impact; is the qualitative aspect of the medium

Newsweek vs. The National Enquirer

Sports illustrated vs. Time for tennis racquets

Trade-off between reach and frequency

Pulsing vs. Continuity

Pulsing most critical for new products. Why?

Continuity needed when faced with intense competition

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Message

Good advertising creative strategy translates the brands

positioning statement into a persuasive and memorablemessage. A great creative will provide lasting impact even ifadvertising budgets are constrained.

How you say it is as critical as what you say

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http://www.youtube.com/watch?v=cQZYAd3g8-g

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