Advertising – Is it all about Strategy or Creativity?

Nanda Kishore Sethuraman@nandaseth

Communication

Intended Action

Drivers

Mode of CommunicationQuality of Communication

Creative

What you sayHow you say it?

Attractiveness

Sugar Coated

Wordplay

Aesthetics

Decision Chain

Foundation --> Building --> Facilities --> Aesthetics

Strategy --> Intended Message --> Creative message

Brand Risk

Invo

lvem

ent

High

Hig

hLo

w

Low

•Only few brands available in its space• Promiscuous users• The job of Advertising is to ‘ENTERTAIN’• Marketing Paradigm: FEEL / DO / FEEL

•High involvement / High Risk• Can’t afford to make mistakes• Includes existing users also• Ex: Durables / Hospitals• The job of Advertising is to ‘CONVINCE’• Marketing Paradigm: LEARN / FEEL / DO

•Commoditised Brands• Predominantly speaking to ‘Own Past Users• The job of Advertising is to ‘REMIND’• Marketing Paradigm: DO / FEEL / DO

•Commoditised Brands• Experienced by ‘New Brands’ entering an existing market• Talks predominantly to ‘New users’ only• The job of Advertising is to ‘ATTRACT ATTENTION’• Marketing Paradigm: LEARN / DO / FEEL

Where what works!

Attract Attention

Convince

EntertainRemind

What is better?

Great AdvertisementOr

Great Advertising

Thank You