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Brand advertising strategy 2-


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Jacques Krielen,
Brand Advertising Strategy 2

Published in: Marketing, Business
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Brand advertising strategy 2-

  1. 1. Brand Advertising Strategy Country : Brand : Advertising Agency : Date: Date: Date: Date: Subsidiary approvals: Product Manager: Date: Group Product Manager: Date: Marketing Manager: Date: General Manager: Date Regional Review: Marketing Support Director: Date: Area Director: Date: The BRAND ADVERTISING STRATEGY STATEMENT should be used for the advertising development of ALL new products. It should accompany the E5 marketing plan.
  2. 2. A. TARGET AUDIENCE Describe by following dimensions: 1. Demographics 2. Psychographics – life style 3. Reading, viewing and listening habits B. SOURCE OF BUSINESS Describe current attitudes and behaviour within product category and what changes are needed to optimise sales volume:
  3. 3. C. DISTINCTIVE PERFORMANCE FEATURES OF THE BRAND 1. Objective What physical characteristics can be recognized by the senses? 2. Subjective What are the emotional attitudes attaching to the brand? D. MAIN CONSUMER BENEFIT What does the product do and how does this satisfy physical and emotional needs of target audience? E. SUPPORT EVIDENCE OF CONSUMER BENEFIT What arguments can be brought to bear to support the consumer benefit? 1. On a rational level (objective) 2. On an emotional level (subjective)
  4. 4. 1. BRAND POSITIONING STATEMENT Summarise information from sections ABCDE 2. DESIRED CONSUMER RESPONSES What would we like them to NOTICE? What would we like them to BELIEVE? What would we like them to FEEL? 3. CAMPAIGN OBJECTIVE State briefly the tactical marketing objectives of this campaign. 4. EXECUTIONAL GUIDELINES Language and style Essential visual or copy elements Any other constraints
  5. 5. DEFINITIONS AND GUIDELINES DEMOGRAPHICS Describe target audience physically and statistically based on age, sex, family status, education, income, occupation, type and size of community in which they live. PSYCHOGRAPHICS Describe target audience in terms of their life style – attitudes and behaviour that are relevant to the product category and the brand. Avoid language which is vague and ambiguous but use what really produces an understanding and mental picture of the prospect. READING, VIEWING AND LISTENING HABITS Describe statistically the relationship of the target audience to the available media: press, TV, radio, cinema. Describe the intensity/frequency of their habits and the nature of the programme or editorial content. SOURCE OF BUSINESS Describe current attitudes and behaviour to leading brands within category, in terms of Awareness, Use patterns, Satisfied and Unsatisfied needs, both rational and emotional. Describe how and to what degree current attitudes and behaviour must be changed to promote increased volume for our brand. Show source of new business: % from current users of brand % from non-users of category % from current users of other brands: from brand A ..% from brand B ..% from brand C ..% DISTINCTIVE PERFORMANCE FEATURES OF THE BRAND OBJECTIVE: Select those physical attributes of the brand which distinguish it from other brands (form, ingredients, colour, fragrance, packaging, delivery method, use instructions, end-results, size, price) and which will be relevant to the advertising message and lead to a UNIQUE PERFORMANCE FEATURE. SUBJECTIVE: Describe attitudes to the brand which are different from other brands. MAIN CONSUMER BENEFIT Describe what this product does that is meaningful to the target audience. Describe how this satisfies physical and emotional needs not satisfied by other products.
  6. 6. SUPPORT EVIDENCE RATIONAL: Select those physical characteristics of the product that make its performance claims most believable. State objective corroborative evidence from tests that support its claims. EMOTIONAL: Describe how the consumer perceives that an emotional benefit has been received. BRAND POSITIONING STATEMENT Summarise information from sections ABCDE. To whom is this product addressed? What physical and emotional needs does it satisfy? How does it do it? If possible, state copy line or form or words that is the most succinct statement of the product’s position. DESIRED CONSUMER RESPONSES NOTICE List in order or priority those physical characteristics which we want the consumer to see, hear about and remember. BELIEVE Describe what deductions and conclusions the consumer should make from what she sees and hears. FEEL Describe the emotional response that the consumer should have to her conclusions and how this contributes to her life. CAMPAIGN OBJECTIVE State briefly the tactical marketing objectives of this campaign e.g. special emphasises, product innovation features, defence against competitive initiatives. EXECUTIONAL GUIDELINES Describe the vocabulary of the target audience in relation to the product. Describe the relationship between the tone and style of the communication and the relevant aspects of demographics and psychographics. List those visual or copy elements which are believed to be essential to effective communication. List those visual and copy elements that are proven part of the existing brand image and contribute positively to consumer responses List any other constraints of a legal or company policy nature.
  7. 7. A. Target audience D. Consumer benefit BRAND ADVERTISING STRATEGY 2.3 Feel A. Target audience B. Source of business 1. Positio-ning 2.2 Believe C. Distinctive performance E. Support Evidence 2.1 Notice 3. Campaign objectives 4. Guidelines Creative brief Action
  8. 8. The relationship between the character, the behaviour and th eneeds of the TARGET AUDIENCE (A) and the DISTINCTIVE PERFORMANCE FEATURES (C) of the product provide a CONSUMER BENEFIT (D) which satisfies both physical and emotional needs. SUPPORT EVIDENCE (E) is corroborative of the existence of a CONSUMER BENEFIT (D). The existence of a CONSUMER BENEFIT leads to a SOURCE OF BUSINESS (B). THE CREATIVE BRIEF The POSITIONING STATEMENT (1) besides containing a succinct restatement of target audience and consumer benefit attempts to get as close as possible to a single claim or copy statement in the language of the consumer. The DESIRED CONSUMER RESPONSES (2) should grow naturally from preceding information. NOTICE (2.1) contains the DISTINCTIVE PERFORMANCE FEATURES and the SUPPORT EVIDENCE for them, both on the rational and subjective level. These stimulate BELIEFS (2.2) about what the product does and how this is relevant to the TARGET AUDIENCE. BELIEFS lead to attitudes (FEEL 2.3) which should be in harmony with identified emotional aspirations of TARGET AUDIENCE. It is important to bear in mind that although the communication process is constructed as – 1. NOTICE 2. BELIEVE 3. FEEL – advertising development takes place in the opposite sequence, i.e. first we decide what responses we require of the TARGET (BELIEVE, FEEL), then we decide what stimuli will produce those responses – NOTICE. As each new campaign is developed, it will probably have short term tactical requirements which should be stated in the CAMPAIGN OBJECTIVES (3). EXECUTIONAL GUIDELINES (4) allow for the input of experience and judgement to influence the tone and content of the finished advertising.