Advertising Planning

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Advertising Planning

• Primary focus
• Understand persuasion
• Briefly discuss
• Positioning
• Communication objectives budget

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Advertising Planning

• How do customers choose a brand?

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Advertising Planning

• What is awareness?

• Recall
• Recognition

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Advertising Planning
Recall Versus Recognition

• Recognition

Graveyard
High
Low
Recall
Low
High
Source Young and Rubicam
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Advertising Planning

• Awareness is a critical first step

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Advertising Planning

• Awareness is a critical first step

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Advertising Planning

• Awareness is a critical first step cont d
• Serves as an anchor
• Awareness drives liking

Source Zajonc (1968)
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Advertising Planning
Relationship Between Familiarity and Liking
Source Roper Starch Worldwide (2000)
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Advertising Planning
Sales Effectiveness
Awareness
Source Millward Brown
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Advertising Planning

• Awareness is a critical first step cont d
• Serves as an anchor
• Awareness drives liking
• Awareness influences credibility
• Awareness is relative

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Advertising Planning

• Awareness of your brand has a negative impact on
  the
• awareness of other brands

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Advertising Planning

• Awareness is a critical first step cont d
• Serves as an anchor
• Awareness drives liking!
• Awareness influences credibility
• Awareness is relative
• Awareness acts as a gatekeeper to action

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Advertising Planning
Percent of Choices Consonant with Stated
Preference
No Structure at Retrieval No Structure at Learning Structure at Learning
No Structure at Retrieval 40 50
Structure at Retrieval 45 70
Source Nedungadi, Chattopadhyay and
Muthukrishnan (2001)
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Advertising Planning

• How are brand attitudes formed?
• Beliefs about what?
• Attributes and/or benefits

Beliefs
Attitude
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Advertising Planning

• How are brand attitudes formed?
• Beliefs about what?
• Attributes and/or benefits
• Where do benefits come from?

Beliefs
Attitude
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Advertising Planning

• Easier to communicate
• Branding gives credibility
• Charge a premium

• Sources of benefits
• Product attributes
• Brand the feature

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Advertising Planning

• Sources of benefits
• Product attributes
• Brand the feature
• Easier to communicate
• Branding gives it more credibility
• Allows one to charge a premium
• Use occasions
• Users
• Symbols
• Organizational associations

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Advertising Planning
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Advertising Planning

• How to think about organizational associations?

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Advertising Planning

• Need a program to build
• associations

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Advertising Planning

• Sources of benefits
• Product attributes
• Brand the feature
• Easier to communicate
• Gives credibility
• Charge a premium
• Use occasions
• Associations with users
• Symbols
• Organizational associations
• Personality

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Advertising Planning
Dimensions of Brand Personality

• Sincerity
• Down-to-earth
• Honest
• Wholesome
• Cheerful
• Excitement
• Daring
• Spirited
• Imaginative
• Up-to-date

• Competence
• Reliable
• Intelligent
• Successful
• Sophisticated
• Upper class
• Charming
• Ruggedness
• Outdoorsy
• Tough

Source Aaker (1997)
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Advertising Planning
Source McKinsey (2002)
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Advertising Planning

• Why use brand personality?

• Differentiation
• Reinforce brand benefit

• Enriches understanding
• Helps customers understand and relate
• Helps develop a common understanding among
  managers

• Building a relationship
• Helps express ones personality
• Badge brand
• Brand as a friend--aspirational, trusted
• How does the brand behave?

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Advertising Planning
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Advertising Planning

• Brand Identityset of associations that the brand
  owner would like the consumer to have--objective
• Brand Imageset of associations that the consumer
  actually has in his/her head--reality

Brand Position
Brand Identity
Brand Image
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Advertising Planning
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Advertising Planning

• Clear brand position
• Shared across the organization
• All programs benchmarked against position

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Advertising Planning

• Sources of benefits
• Product attributes
• If you can, brand the feature
• Easier to communicate
• Branding gives it more credibility
• Allows one to charge a premium
• Use occasions
• Associations with users
• Symbols
• Organizational associations
• Personality
• Are there different types of benefits?

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Advertising Planning

• How are attitudes formed from benefit information?

• Attitude Sum (ValenceBenefiti x Belief
  StrengthBenefiti)

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Advertising Planning

• How are attitudes formed from benefit
  information?
• AttitudeSum(ValenceBenefiti x Belief
  StrengthBenefiti)
• Need to remember some key elements of model
• Only salient benefits
• All salient benefits
• No correlated benefits

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Creative Strategy

• Are attitudes always formed so effortfully?

• High versus low involvement

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Advertising Planning

• The planning grid
• Awareness
• Attitude

Functional Motive Transformational Motive
Low Involvement
High Involvement
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Advertising Planning

• Communication objectives
• Specific
• Link to marketing objectives
• Develop budget from the objectives

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Advertising Planning Summary

• Understand persuasion process
• Awareness
• Recall recognition
• Attitudes
• Formationhigh vs. Low involvement process
• Basisfunctional vs. Transformational
• Link budgets to communication objectives