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Advertising Strategy and Media Planning
Creative Strategy - Positioning…6
Percy and Elliott’s Five Steps…
Select the target audience
Understand target audience decision making
Determine the best positioning
Develop a communications strategy
Setting a media strategy
Percy and Elliott, 2009
Brief the creative team (in conjunction with agency
account management and account planning)
Agency will believe in the idea… their job is to persuade the client
to agree with them… and this doesn’t always happen!
Advertising manager’s job
Will have already been approved by Creative Director of agency
and Account Management/Planning
Evaluate the ideas they come up with and approve the
ad or campaign for production and media scheduling
The creative process
Creative brief
Evaluation
Evaluation
Pre-production testing
Post-production testing
Advertising strategy
‘The Big Idea’: creative concept, creative platform, advertising idea
Detailed copy and layout, scamp or storyboard
Client approval
Appearance and then measuring effectiveness
Production
Creative brief sets objectives
For a specific ad or campaign…
Category need objective… not always needed
Brand awareness objective… always an objective
Brand attitude objective… always an objective
Purchase intention objective… not always a specific
objective for advertising but is for a promotion
Percy and Elliott (2009)
Who - and what they do
If advertising agency used…
creative department
If done in-house…
write copy in-house and use freelance graphic artist
get the media to do it
freelance copywriter and freelance art director/designer
in-house creative department
copywriter and art director team
working under creative director
What the creatives do…
Art director and copywriter team…
Develop the concept into detailed copy and layout or script
Present draft work to client for approval (but not always)
Come up with ‘the big idea’ (creative concept)
Brief those providing production estimates
Make client amendments
Commission and direct production
and the client responds…
and the client responds…
Essentials of copywriting
Headlines should…
Copywriters should…
Use active language
Complement the image
Be part of the story
Push the reader into the body copy
Add meaning to the image
Avoid clichés (and be careful with puns)
Use everyday language that fits the audience and the brandTalk about the consumer not the brand
Keep it as short as possible
Avoid jargon, flowery language, long words
(Burtenshaw, Mahon and Burfoot 2006)
Essentials of art direction
Decisions…
What goes where? (We read from top to bottom and left to right)
What usually works…
Photography or illustration? Proportions
Simple, clean layout
Digital manipulation?
Which typeface?
Strong, dominant image
Use of white space
Apt and carefully crafted typography
Logo in bottom right corner
(Burtenshaw, Mahon and Burfoot 2006)
The future?
Less use of network television
More use of ambient media
Rejection of the hard sell
User generated content
Rapid changes in what’s fashionable
Advertising as entertainment
Global campaigns to culturally diverse audiences
More use of targeted direct communications
Combination of ‘old’ and ‘new’ media
what is positioning?
“Positioning refers broadly to the values and associations, both tangible and intangible, that are linked with a given brand. The positioning differentiates the brand from its rivals.”
Hackley 2010 p70
what is positioning?
A key insight summed up in a positioning statement
which is part of the advertising strategy document and
the creative brief.
Needs to consider…
Who it’s for…
Reason to buy…
Product category…
Benefit(s)…
They vary wildly…
It is “…so much more intimate than a laptop, and it’s so much
more capable than a smartphone with its gorgeous screen.”
For families concerned about safety, Volvo builds a vehicle
with state-of-the-art safety features that give you peace of
mind when driving
Designed to provide internal agreement and clarity for specific
value offered to specific markets against competition
Gospe, 2012
Other points for consideration…
Competitive environment
Target consumers
What makes the brand distinctive
Consumer benefits (tangible and intangible)
Why/how consumers see the brand as different to its competitors
Adapted from Percy and Elliott, 2009
Brand values and personality
Why consumers believe and trust
Also important…
What the product does… functional positioning
What the product means… emotional positioning
Yeshin, 2006
what is a brand?
“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.”
Godin, 2011
what is a brand?
Fill, 2011, identifies that a brand has two main attributes…
intrinsicextrinsic
functional…designperformanceingredients/components
size/shapeprice
meaning…valuebrand imageimages of stores where soldperceptions of users of the brand
Advertising Manager decisions…
Two decisions the manager must make…
Two questions about the brand… what is it and what does it offer?
how should the brand be positioned within the category
whether the brand’s position in relation to other brands should be in terms of product users or the product itself
Percy and Elliott (2009)
Central or differential?
Central positioning…Delivers all the category benefits, Brand “owns” the category,
Best and most loved brand in category, Must already have a
large/majority market share
Differential positioning…
Delivers a specific category benefit better than the leading
brand, Different to the leading brand in an important way,
Different in a way sufficient consumers want, Occupies a
worthwhile niche or is a new entrant
User or product benefit
User-oriented position…
The user is the focus (“for the serious athlete”)
Underlying benefit is social approval (“for the discerning”)
User benefits drive the message (“because you’re worth it”)
Product-oriented position…
The product is the hero (“there’s no better”)
Product benefits drive the message (“the best a man can get”)
Selecting the appropriate benefit
Reflects the motivation that drives purchase behaviour
Important to the target audience
What distinguishes the brand from competitors in a way that is
important to the target audience
Must be…
Believable to the target audience
Deliverable by the brand better than the competition
Link to advertising content…
L’Oreal - because you’re worth it
Tesco - every little helps
Lloyds - for the journey
Positioning then becomes a key component of the creative brief
Once this far in the strategy process, can brief the creatives to come
up with the advertising message/content
Positioning sometimes reflected in the advertising tag line…
BMW - the ultimate driving machine
References and reading
Burtenshaw, K., Mahon, N. and Barfoot, C. (2006). The Fundamentals of Creative Advertising. Switzerland: AVA Publishing.
Percy, L. and Elliott, R. (2009) Strategic Advertising Management. Oxford, Oxford University Press.
Shimp, T. (2007) Integrated Marketing Communications in Advertising and Promotion. USA: Cengage.
Yeshin, T. (2006). Advertising. London, Thomson