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Advertising Strategy

Advertising Strategy. Week 8 Fall 2007. Advertising Planning Process. Advertising Objectives . Target Market. Brand Positioning. Budget Decisions. Creative Strategy. Media Strategy. Campaign Evaluation. Advertising Objectives. Create awareness for new products Inform consumers

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Advertising Strategy

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  1. Advertising Strategy Week 8 Fall 2007

  2. Advertising Planning Process Advertising Objectives Target Market 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” Unique Selling Proposition • Translates “brand positioning” into a compelling message. • Objective is “Memorability”

  6. Creative Strategy:Emotional vs. Rational Appeal Emotional = appeal to psychological, social or symbolic needs. “Pull at the consumer’s heartstrings” Rational = provide information about functional and utilitarian aspects of the products. Shift towards emotional execution strategy in the later part of the product lifecycle • Intense competition and proliferation of substitutable products (Michelin) • Critical to increase “Product involvement” • http://www.youtube.com/watch?v=sIkQRXkpwQI • http://www.youtube.com/watch?v=SdPLf3FoInE

  7. Taxonomy of Emotional Appeals Fear appeal • can be an effective motivator but has the danger of alienating consumers • Show the consumer how to avoid the problem. • Provide concrete supporting information

  8. 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 • Attitude_product versus Attitude_ad = will the message be persuasive and will the product be taken seriously. • http://www.youtube.com/watch?v=kVCGBohc20k&mode=related&search= • http://www.youtube.com/watch?v=f3mXaATLeRM • http://www.youtube.com/watch?v=zV-yGp4l8B8 Fantasy • seen often in cosmetics advertising • http://www.youtube.com/watch?v=r1g5qcKcVCM

  9. Types of Rational / Informational Appeal Technical Expertise or Scientific Evidence: (Crest…“Look ma no cavities”) Comparative: Product features vs. competition (Nike vs. Reebok) • http://www.youtube.com/watch?v=xhiyDQNmEjY • Advantages • High ability to get attention • Helps in competitive positioning • Disadvantages • Advertise the competition. Makes competition more salient. • Can use only if there is clear objective superiority for the advertised attribute.

  10. 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 .

  11. Media Decisions Advertising Exposure • Gross Rating Points = 70(Reach) 4(Frequency) = 280 GRP’s • 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 • Pulsing vs. Continuity • Pulsing most critical for new products. Why? • Continuity needed when faced with intense competition

  12. Message Good advertising creative strategy translates the brand’s 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”

  13. http://www.youtube.com/watch?v=cQZYAd3g8-g

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