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Advertising Strategies

Advertising Strategies. Strategies are simply “rules of thumb” they apply to love, war, videogames, and -yes - advertising you can’t just jump-in; you need to think about how you will proceed! What would you do if you were asked …. ADVERTISING STRATEGY (top down).

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Advertising Strategies

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  1. Advertising Strategies • Strategies are simply “rules of thumb” • they apply to love, war, videogames, and -yes - advertising • you can’t just jump-in; you need to think about how you will proceed! • What would you do if you were asked …

  2. ADVERTISING STRATEGY(top down)

  3. ADVERTISING STRATEGY: THE STRATEGIC HIERARCHY Advertising / Creative Objectives Creative Strategies Creative Execution

  4. Advertising ( Creative Objectives) • Communicate unique attributes/ benefits • increase frequency of use • communicate variety of use • attract new targets • product improvement • line extensions • communicate promotional incentives

  5. positive negative factual comparative humorous emotional sexual lifestyle Creative Strategies (or “Appeals”)(What type of appeal will you use within your target market to reach your main advertising objective?)

  6. Creative ExecutionSpecific technique you will use in this campaign • testimonials • endorsements • demonstrations • product as hero • torture tests • product comparisons • lots of others

  7. CREATIVE STRATEGIES thousands of ways to put these together: e.g. communicate unique attributes using a humourous appeal by doing a product demonstration OR attract new targets using a sexual appeal by means of endorsements

  8. BRANDS TYPES: 1 Individual Brand (Close-up toothpaste) 2 Family Brand (Heinz -umbrella name) 3 National Brand (Nike) 4 Private Label (Craftsman) 5 Licensed Brand (Sunkist - pay to use brand)

  9. BRANDS • Originally used to counter powerful wholesalers, and to differentiate quality • Early brands: Levis (1873) Budweiser (1876) • Brands have two components: • Rational: look, feel, physical attributes, claims • Irrational: what you feel: emotional, intuitive, sub-conscious. Hidden, harder to measure except in $ • 1980’s RJR Nabisco, with $3 billion in fixed assets, sold for $12 billion. Brand worth $9 billion!

  10. BRANDS • Mid-80’s, new type of companies emerged: • Brands were the business! Nike, Hillfiger, etc. • Whole ideas was to make people feel a certain way by creating a brand image

  11. BRANDS • Key point 1: Many brand companies did not actually make anything • Figure out what people want to feel, think, and be like • Create artificial personalities (brands) that re-create, reflect and embody these feelings, thoughts, and wishes • Some brand co’s made a product but basically undifferentiated goods (e.g. COKE, Gap, Nike),

  12. BRANDS • Key point 2: Brand “escalating arms race” • Only way to create brand was to advertise, so: • you had no choice but to advertise like crazy (since everyone else was) • Mad rush to find new ways/places to advertise: schools, sporting events, bathrooms. Bush/Olympics

  13. BRANDS • Brands co’s and their products really nothing more than a vehicle for conveying pre-defined attitudes (Pavlov) • Using market research; co’s know: • What we want to say to the world about ourselves • What we want to think and feel to be happier with ourselves and the world • They “position” brands (falsely) to address these inner needs.

  14. Examples of Advertising Spending 2007 http://www.tns-mi.com/news/03252008.htm

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