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Examining Business Problems

Examining Business Problems. Developing Advertising Strategy. In the How to Plan Advertising reading, Butterfield asserts that “whilst every advertising problem starts life as a business problem, not every business problem ends up with an advertising solution.” (p. 31). Butterfield (cont.).

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Examining Business Problems

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  1. Examining Business Problems

  2. Developing Advertising Strategy • In the How to Plan Advertising reading, Butterfield asserts that “whilst every advertising problem starts life as a business problem, not every business problem ends up with an advertising solution.” (p. 31) The Role of Advertising

  3. Butterfield (cont.) • “And let’s also be clear that we’re talking about the brand’s business problem, usually expressed in commercial terms, not just an attitudinal or ‘image’ issue.” (p. 33) The Role of Advertising

  4. The Nature of Business “Problems” • Business problems can be positive or negative • The focus of business problems tends to be on the product or service on which an organization is based The Role of Advertising

  5. Business Problems in Commercial Terms • Market share • Market penetration • Sales • Product positioning/re-positioning • Product seasonality • Others? The Role of Advertising

  6. The Nature of Advertising “Problems” • Advertising problems focus on outcomes/effects of communication • and tend to be measured in terms of audience response… The Role of Advertising

  7. Advertising Problems • Awareness • Comprehension • Educate • Inform • Generate awareness • Persuade (overcoming inertia) • Add value • With caveats of intervening variables The Role of Advertising

  8. Toward Problem Resolution • “Interrogating the marketing mix” • “…advertising is one quarter of one quarter of the total mix” • Examine the broader situational context • Technological, social, legal/political The Role of Advertising

  9. Toward Problem Resolution • Analyze the consumer’s relationship with the brand The Role of Advertising

  10. Problem Resolution • Problems tend to be addressed in terms of objectives that establish a basis for strategies and tactics that will resolve business problems The Role of Advertising

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