11 unilever plan for good advertising


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11 unilever plan for good advertising

  2. 2. Plan for Good Advertising<br />Conclusions of an International Advertising Conference in London.<br />Not a new way of making good advertising, “but this is what we do!”<br />Plan is composed of elements which have been used and shown to be sound – a tightly disciplined procedure than has usually been achieved consistently in the past.<br />Accepted by all concerned with Unilever’s advertising the world over.<br />
  3. 3. Unilever’S definition of Good Advertising<br />“Good Brand Advertising is that which builds <br />up preference in the consumer’s mind for <br />one particular brand, and thereby persuades <br />her to try it and continue to use it.” <br />
  4. 4. 10 Principles of Good Brand Advertising<br />It is Consumer Oriented<br />It is based on fundamental consumer need, attitudes, and interests. It reflects the consumer point of view, rather than the manufacturers’ or dealers’ preferences or interests.<br />
  5. 5. It concentrates on One Selling Idea<br />It does not scatter its efforts or diffuse its impact. It focuses on one single idea (selected basic consumer benefit) that can establish a penetrating, memorable reason for trial.<br />
  6. 6. It concentrates on the most Important and Persuasive Idea available<br />Effective advertising represents and registers the most powerful and persuasive appeal available – the true key to the consumers mind.<br />
  7. 7. It presents a Unique and Competitive Idea<br />It contains the promise of a unique competitive advantage. It creates a distinctive quality and brand identity. It is highly competitive in its impression and effect.<br />
  8. 8. It involves the Consumer<br />Effective advertising recognises that the consumer’s motivation to buy comes from the head and heart.<br />Effective advertising is personal – it appeals to the consumer’s self interest.<br />
  9. 9. It is Credible and Sincere<br />Where ever, it documents and demonstrates, or proves its claims. It provides assurance, is straightforward and hones in the concept and presentation. <br />It recognizes that the consumer is not a moron – she is your wife.<br />
  10. 10. It is Simple, Clear and Complete<br />There are no alternative meanings, no possibility of confusion or misunderstanding. It is uncomplicated, completely understandable.<br />
  11. 11. It clearly associates the Selling Idea with the Brand Name<br />It tells the consumer what the brand is used for. It clearly registers the brand name and links it with the selling idea.<br />
  12. 12. It takes full advantage of the Medium<br />Certain ideas are better fitted to one medium than another. Effective advertising varies its presentation of the selling idea to capitalise on the physical characteristics and mood of the medium.<br />Medium is the Message! – Marshall McLuhan<br />
  13. 13. It demands Action that will lead to the Sale<br />Effective advertising transforms passive acceptance or interest into action. It demands immediate response – and a long-term favourable attitude. It implants in the consumer the urge to buy.<br />
  14. 14. How to Apply the Principles<br />No automatic lead to creativity. Unless creative ability is at a high level the advertising will not be good enough.<br />In picking the right WHAT to say.<br />After that HOW.<br />WHAT must be supported by consumer research – the benefit the brand is going to promise is if vital interest to the consumer.<br />
  15. 15. Procedure of Company Action<br />Write the Brand’s Marketing Strategy<br />Company responsibility, with Ad Agency collaboration.<br />Define:<br />The Market <br />The consumer aimed at<br />Brand information<br />The Competition<br />Marketing and Sales Objectives – short-term and <br />long-term<br />
  16. 16. Write the Brand’s Copy Strategy<br />Agency responsibility – but agreed and adhered to by the company. It defines what to say, but not how to say it, yet. <br />Three Statements :<br />The selected basic consumer benefit<br />Supporting Evidence<br />The desired Brand Image<br />
  17. 17. Check that the Product supports the selected basic Consumer Benefit<br />The consumer must be satisfied the product delivers the promised benefit. Especially the difference viz competition.<br />
  18. 18. Establish a regular programme of research to provide basis for decisions<br />Best available methods to provide a firm basis for making informed judments.<br />This is needed to support decisins stated in the BMS, creative strategy, and the effectiveness of the advertising – pre and post release.<br />
  19. 19. The HOW !<br />The How <br />– the way in which the What is communicated <br />to the consumer is the agency’s responsibility, <br />and must be judged and approved by the <br />company.<br />The creative quality of the How can be judged in two stages:<br />Answering the questions on effectiveness internally.<br />By Pre-Testing method of research – motivation towards purchase. Not only recall.<br />
  20. 20. The How<br />Questions you must ask about the advertising <br />produced:<br />Does it promise a basic consumer benefit. What’s in it for me?<br />Does it offer a convincing reason why? Persuades?<br />Is it unique and competitive? Differentiating?<br />Does it clearly identify the brand? Name and image?<br />Does it involve the consumer? Evokes empathy, emotional connect? Arouses desire and leads to action?<br />Is it clear and uncomplicated? Comprehendible and meaningful as desired.<br />
  21. 21. Responsibility for advertising judgement should be clearly assigned and given to senior people (experts) in the company<br />Judgment??<br />Skill. Expertise. Knowledge. Encouragement and inspiration.<br />Authority? Veto?<br />Fortunes depend on the decision!!<br />
  22. 22. Prepare company/Agency procedures – Document – clearly stating responsibilities involved and checks to be used<br />BMS<br />Agency Brief<br />Creative and Media Strategy<br />Budget Research – pre and post <br />PR support<br />Agency account planning, creative and media planning disciplines – known to agency and client people<br />
  23. 23. Available Market Research Techniques for Company and Ad AgencyMR is developing rapidly. Existing methods are being modified, and new methods and procedures are being added.The list following is more a snapshot and a broad description.<br />
  24. 24. Brand Marketing Strategy<br />The Market<br />Shop audits – Nielsen.<br />Fixed consumer panels, diaries, audit panels.<br />Continuous or periodic questioning and surveys (Brand Barometers, consumer Market Indices)<br />Ad Hoc habit, usage, and attitude surveys<br />Other relevant factual information and research findings<br />
  25. 25. The Consumer<br />Analysis and interpretations – markets and individual/groups – of Target Group/s<br />Demo. and Psycho.<br />Brand Information<br />Packaging Tests<br />Product Tests – paired comparison, monadic, multiple tests, Attribute Influence analysis (AIA), Halo Comparison (HC), etc.<br />
  26. 26. The Competition<br />Viz market, consumer, and brand<br />Brand Image studies (Familiarity and favourability, Positioning, etc.<br />
  27. 27. Brand Creative/Copy Strategy<br />Evolving a shortlist of key consumer needs<br />Group discussions, structured and unstructured interviews to ascertain needs and desires not met by existing products.<br />Analysis of habits, usage, attitude surveys, concept tests, etc.<br />
  28. 28. Selecting the Basic Consumer Benefits<br />Proposition testing – concept cards, layouts, headline and copy, baselines, etc.<br />Split run tests in media.<br />Coupons and direct mail responses.<br />Motivational tests of individual kinds developed by research agencies and clients.<br />
  29. 29. Ensuring that the Product will deliver the Benefit/s<br />Product tests – with claim and without claim ( like blind and branded tests) but on the creative and motivational aspects.<br />
  30. 30. Pre-Post Testing Advertising<br />TV<br />Schwerin Test (pre-post incremental theatre test)<br />On-Air Test (pre-post incremental test at home)<br />LINSTEP (choice and attitude tests)<br />Print<br />Concept Card test (TBS formula), and more.<br />Pre and Post tests<br />Brand Image studies. Continuous and repeat surveys<br />
  31. 31. 7 Basic Steps in Planning an Ad Campaign<br />
  32. 32. 1. Appraise your Advertising Opportunity<br />Is there a favourable demand for the product?<br />Are there opportunities for product differentiation?<br />Are there any qualities which serve as the focal point of an ad campaign?<br />Are there any strong rational or emotional buying motives attached to the product?<br />What is the segment/proportion of people can afford and will buy, and I can reach them with the ad campaign?<br />
  33. 33. 2. Analyse your Market<br />Is there enough information to define closely the Target Market?<br />What are the factors of that which affect demand for the product?<br />What will be the competitive response to the campaign?<br />What budget/resources are appropriate considering the market situation?<br />Are there adequate capabilities to produce sufficient volumes of the product, if sales increase as a result of advertising?<br />
  34. 34. 3. Determine your Advertising Objectives<br />What is the basic message to be delivered?<br />Who is the target audience to be reached?<br />What is the expectation from the campaign – consumer response and sales?<br />What criteria will be used to measure the effectiveness and success of the campaign.<br />
  35. 35. 4. Establish your Budget and Control Systems<br />What kind of media strategy for a balance between reach, frequency and continuity will be most effective?<br />Develop a media strategy based on objectives and consumer information.<br />
  36. 36. 5. Develop your Strategies<br />Media strategy that will deliver the messages most effectively at the optimum cost.<br />Creative message and the measures for its effectiveness in terms of consumer behaviour.<br />For this you need to consider:<br />What business goals do you want to accomplish.<br />What kind of people do you sell to or want to sell to.<br />How do the people in your target market think, believe, <br />and feel about the product, company, and your <br />competition.<br />
  37. 37. What key thought/message will motivate these people to buy, as desired by you. What tone of voice will get these people to hear and believe you.<br />What is the basic theme that you will use in all your ads and other media?<br />
  38. 38. 6. Coordinate Advertising with other Promotional Mix<br />What other marketing and promotional activities are being currently undertaken by the company – for it or for other brands?<br />How will these be integrated and affect the product? And the ad campaign?<br />
  39. 39. 7. Evaluate the Advertising Results<br />Pre-testing – before investing substantial money in a major campaign.<br />Criteria to be used to judge the effectiveness of the campaign and expenditure on it.<br />Learning, feedback, for immediate and future campaigns, to insure their being more effective.<br />
  40. 40. Remember :<br />“Not open to interpretation! Means the same thing to all consumers, the world over!”<br />
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