Chapter 10

Advertising strategies and tactics

We are transforming the world's first advertising agency into the world's first global brand communications company. Not for ourselves, but to help our clients drive short-term sales and build long-term value for their brands.

Extract of the J. Walter Thompson vision and mission statement. Refer http://www.jwtworld.com/ profile

section as at April 2002.

Objectives

By the end of this chapter, you should:• have developed an understanding of the

advertising message creation and execution process

• have developed an understanding of the advertising media planning and buying processes

• be able to develop an effective advertising strategy as part of the marketing strategy development process.

The strategic marketingplanning process

Situationanalysis

Situationanalysis

Problems &opportunities

Problems &opportunities

Marketingobjectives

Marketingobjectives

Marketingstrategies

Marketingstrategies

BudgetBudget ImplementationImplementation

Evaluation &control

Evaluation &control

Marketing strategies – Advertising strategies and tactics

The advertising decision-makingprocess involves:• message creation• advertising creative execution• advertising media planning and buying.

A holistic process

Marketing objectives

Corporate objectives• Financial objectives

Marketing objectives• Performance

objectives

Marketing strategies

Higher-level strategies• business position • product-market strategies

Marketing mix strategies• Target markets • Consumer positioning • Product strategies • Pricing strategies • Distribution strategies • IMC strategies + additional 3Ps for service providers• People, process management and physical asset strategies

Message creation (1)

Two components of advertising creativity are:

• what to say — advertising strategy (the creative platform)

• how to say it — advertising execution.

Message creation (2)

• The creative platform (what to say) is the communication of the brand positioning.

• The aim is to develop an appeal that is:– favourable– strong– unique.

Message creation (3)

The range of appeals

Product attribute/USP

Type of user

Benefit Product class

Price quality The competition

Use or application Repositioning

The creative platform (1)

• The creative platform is a clear, concise expression of how a brand, product or company is to be communicated to its intended audience.

• It should be presented as a one to three sentence statement identifying:– the intended target audience– the main appeals/drives/motivations– the competitive position– the intended tone of the

communication.

The creative platform (2)

Checklist for evaluating the creative platform

• What position do we own in the mind of the prospect?

• What position do we want to own?• Whom must we outgun?• Do we have enough money?• Can we stick it out? Consistency is

essential.• Does our advertising match our intended

position?

Advertising: Creative execution

Summary of the main creative formats• USP• brand image• straightforward or factual ads• demonstration and comparisons• humour• slice-of-life• spokesperson for the brand• problem-solution• problem-avoidance

Evaluating creative executions

• Does the ad match the brand position?

• Does the ad address its target audience?

• Is the ad strong enough to attract attention?

• Will the ad develop brand awareness?

• Will the key point be understood?

• Does the ad capture the emotions?

• How credible will it be?

• Will it be persuasive?• Is the tone

appropriate?

Media planning and buying (1)

The main media decisions concern:• the selection of the media mix• the level of target audience reach and

frequency• the timing and scheduling of the ad

campaign• media negotiation and buying.

Media planning and buying (2)

The selection of the media mix is a communication decision based on

determining what advertising media will most effectively communicate the

creative message to the intended target audience.

Media planning and buying (3)

The level of target audience reach and frequency

• Reach – the number (or percentage) of the target audience exposed at least once to the advertising.

• Frequency – the number of times the target audience is exposed to the advertising.

Media planning and buying (4)

Timing and scheduling of the ad campaign• Continuity – the number of weeks the advertising

is scheduled.• Advertising pressure can range from continuous

to intensive, such as scheduling in bursts or waves, flights or pulses.

• Reach/frequency/continuity decisions take into consideration the PLC stage, audience involvement, seasonality, purchase frequency and competitive clutter.

Media planning and buying (5)

Media negotiation and buying• The main criteria for negotiation are:

– quantitative factors – the media environment

– qualitative factors – cost efficiency.