Advertising Planning Process Brand Positioning Target Market Advertising Objectives Advertising Objectives Budget Decisions Budget Decisions Creative Strategy Creative Strategy Media Strategy Media Strategy Campaign Evaluation Campaign EvaluationGanesh Iyer
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 awarenessGanesh Iyer
Hierarchy of effects Communication Process Awareness Interest Liking, Preference Purchase, ActionGanesh Iyer
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”Ganesh Iyer
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=SdPLf3FoInEGanesh Iyer
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 informationGanesh Iyer
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?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=r1g5qcKcVCMGanesh Iyer
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.Ganesh Iyer
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 .Ganesh Iyer 1
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 competitionGanesh Iyer 1
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”Ganesh Iyer 1
Analysis Framework First mover advantages Company Analysis Perceptual mapping Marketing Myopia Competitor Customer Analysis Analysis Positioning Segmentation Marketing Strategy Marketing Orientation Branding Product Pricing process Product Line Strategy Pricing and innovation (ODI) Price (Cambridge) Promotion Place Going to market Direct marketing (Goodyear) (Calyx) MarketGanesh Iyer 1
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