transcript
- 1. Advertising Strategy Session 7 Summer 2008
- 2. Advertising Planning Process Advertising Objectives Budget
Decisions Creative Strategy Campaign Evaluation Media Strategy
Brand Positioning Target Market
- 3. Advertising Objectives
- Create awareness for new products
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- of product features and benefits
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- Important for building primary demand
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- Build brand preference or change buyer perceptions
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- especially important for building demand in competitive
markets.
- Reminder advertising: maintain top-of-mind awareness
- 4. Hierarchy of effects Communication Process Awareness
Interest Liking, Preference Purchase, Action
- 5. 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
- 6. 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 product lifecycle
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- Intense competition and proliferation of substitutable products
(Michelin)
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- Critical to increase Product involvement
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- http://www.youtube.com/watch?v=sIkQRXkpwQI
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- http://www.youtube.com/watch?v=SdPLf3FoInE
- 7. Taxonomy of Emotional Appeals
- can be an effective motivator but has the danger of alienating
consumers
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- Show the consumer how to avoid the problem.
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- Provide concrete supporting information
- 8. Taxonomy of Emotional Appeals
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- Humor should not clutter the product benefits.
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- Execution detail: Show consumer how to avoid the problem.
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- Pre-test to check if consumer
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- i) recalls product benefit
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- ii) Attitude_product versus Attitude_ad = will the message be
persuasive and will the product be taken seriously.
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http://www.youtube.com/watch?v=kVCGBohc20k&mode=related&search
=
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- http://www.youtube.com/watch?v=f3mXaATLeRM
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- http://www.youtube.com/watch?v=zV-yGp4l8B8
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- seen often in cosmetics advertising
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- http://www.youtube.com/watch?v=r1g5qcKcVCM
- 9. Types of Rational / Informational Appeal
- Technical Expertise or Scientific Evidence: (CrestLook ma no
cavities)
- Comparative: Product features vs. competition (Nike vs.
Reebok)
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- http://www.youtube.com/watch?v=xhiyDQNmEjY
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- High ability to get attention
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- Helps in competitive positioning
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- Advertise the competition. Makes competition more salient.
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- Can use only if there is clear objective superiority for the
advertised attribute.
- 10. Media Decisions
- Define the target market.
- Reach: the percentage of people in the target market who are
exposed to the ad campaign during the defined time duration
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- 70% of the target market during the first three months of the
campaign
- Frequency: A measure of how many times an average individual in
the target market who have been reached .
- 11. Media Decisions
- Gross Rating Points = 70(Reach) 4(Frequency) = 280 GRPs
- 1GRP = 1 exposure to 1% of the audience.
- Impact; is the qualitative aspect of the medium
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- Newsweek vs. The National Enquirer
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- Sports illustrated vs. Time for tennis racquets
- Trade-off between reach and frequency
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- Pulsing most critical for new products. Why?
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- Continuity needed when faced with intense competition
- 12. Message
- Good advertising creative strategy translates the brands
positioning statement into a persuasive and memorable message. A
great creative will provide lasting impact even if advertising
budgets are constrained.
- How you say it is as critical as what you say
- 13. Analysis Framework Market Customer Analysis Competitor
Analysis Company Analysis Marketing Myopia Marketing Strategy
Product Price Promotion Place Marketing Orientation Perceptual
mapping Segmentation Positioning First mover advantages Branding
Pricing process Pricing and innovation (ODI) Going to market
(Goodyear) Direct marketing (Calyx) Product Line Strategy
(Cambridge)