Fall 2021 Lecture | Defining Strategic Approaches

2. What - vs - How
Strategy - vs - Execution

3. Execution = “How”
The particular form it takes, the images, language,
design style, and media.
Strategy = “What”
Your plan of attack, the big idea, the selling argument

4. “Dramatize the benefit.”
What all good ads do… in three words

5. Dramatize: exaggerate the seriousness or
importance of (an incident or situation).

9. STRATEGIC APPROACHES:
• Product - oriented
• Consumer - oriented

10. PRODUCT ORIENTED:
• Generic claim
• Product feature
• Unique Selling Proposition - USP
• Positioning

11. CONSUMER - ORIENTED:
• Brand Image
• Lifestyle
• Attitude

12. GENERIC CLAIM
• Sell one of the principal benefits a
product category delivers.

13. PRODUCT FEATURE
• Ask yourself why people buy your
client’s product.
• If client’s product truly has
distinctions that matter… SELL THEM

14. UNIQUE SELLING PROPOSITION
• You should buy a ______ because it
the only one that _____.
• ONLY place to get this!
• Deliver something the others can’t

15. POSITIONING
• Perception of product relative to its’
competition.
• Essential for new products that occupy no
place whatsoever in consumer’s minds.
• Discover and express a distinct
competitive position…

16. BRAND IMAGE
• Selling the object’s aura, personality, etc.
• Ask “What is _____________?”
• Write up a personal profile of the product
• Style is substance with brand image
strategy.

17. LIFESTYLE
• Create an image of the consumer, making
them, in effect, the product.
• Show a desirable way of living and simply
insert the product into it.

18. ATTITUDE
• The tone of voice is so DOMINANT that IT
becomes what’s for sale.

19. Strategies are a continuum…
• Ads can and do blend strategies.
• These are TOOLS to use, not RULES
to strictly follow.

20. To create great advertising, you
MUST examine…
• Your Product
• Your Competition
• Consumer Behavior
• Target Markets

21. “If you don't know where you are going,
any road will get you there.”
– Lewis Carroll

22. So…
Go write some ads using strategic approaches.