Advertising Strategy

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Advertising Strategy

• Week 10
• Fall 2007

2
Advertising Planning Process
Advertising Objectives
Target Market Segmentation
Brand Positioning
Budget Decisions
Creative Strategy
Media Strategy
Campaign Evaluation
3
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

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
• Translates brand positioning into a compelling
  message.
• Objective is Memorability

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Creative StrategyEmotional 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 in the 90s towards emotional execution
  strategy. Why?
• Intense competition and proliferation of
  substitutable products (Michelin)
• Critical to increase Product involvement
• http//www.youtube.com/watch?vsIkQRXkpwQI
• http//www.youtube.com/watch?vSdPLf3FoInE

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Taxonomy of Emotional Appeals

• Fear appeal
• can be an effective motivator
• but also the danger of alienating consumers
• 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
• ii) Attitude_product versus Attitude_ad will
  the message be persuasive and will the product be
  taken seriously.
• http//www.youtube.com/watch?vkVCGBohc20kmodere
  latedsearch
• http//humor.about.com/gi/dynamic/offsite.htm?zi1
  /XJsdnhumorzuhttp3A2F2Fvideo.google.com2Fs
  uperbowl.html
• Fantasy
• seen often in cosmetics advertising
• http//www.youtube.com/watch?vr1g5qcKcVCM

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Types of Rational / Informational Appeal

• Technical Expertise or Scientific Evidence
  (CrestLook ma no cavities)
• http//www.crest.com/campaigns/crestKid/index.jsp
• Comparative Advertising (Nike vs. Reebok)
• http//www.youtube.com/watch?vxhiyDQNmEjY
• Advantages
• High ability to get attention
• Helps in competitive positioning
• Disadvantages
• Advertise the competition. Makes competition more
  salient.
• Can advertise only if there is clear objective
  superiority for the advertised attribute.

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Media Decisions

• Define the target market.
• Quantitative Measures
• Reach the percentage of people in the target
  market who are exposed to the ad campaign during
  the defined time duration
• 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 .

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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

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Media Decisions

• Pulsing vs. Continuity
• The Anheuser Busch experiments
• Pulsing most critical for new products. Why?
• Continuity needed for 1) established brands 2)
  presence of intense competition 3) no
  differentiation

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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