Welcome to the Advertising Strategy module... why do we need to plan in advertising?

1. Advertising Strategy
Strategic Planning to Develop Advertising
1

2. don’t think like a consumer
…think like an advertising manager
how to think…
don’t think like a student

5. so, what’s the module about…
why this style – this creative, this message, this position?
What came first… media choice or message/idea?
What is the strategy? Who is the audience?
Why use TV, social, influencer, in-store and print?

6. what this module is about…
Critically analysing theories and concepts underpinning the
understanding and implementation of advertising strategy
Contextualising theoretical understanding into the evaluation of
contemporary advertising campaigns.
Developing strategic advertising plans (or elements therein) for
organisations operating in a variety of industry sectors
Analysing the marketing environment to develop strategic
recommendations in the form of advertising strategy in order to achieve
corporate and marketing objectives.

7. Reading and research based on concepts covered in lecture, and interactive
seminars at the end of the week
Group discussions of results of reading and research and comparison of
seminar activities
see Module Handbook for recommended texts
how this module is taught…
Weekly lectures – one recorded covering theory, one interactive covering
application and context

8. How this module is assessed
Two tasks in one assessment…
Deconstructive Analysis – 40%
Advertising Strategy – 60%
Submission Deadline – Tuesday 9th January 2PM

9. planning is necessary…
part of a strategic planning process and hierarchy
Marketing plan sets out how marketing can help the company achieve
those objectives
Marketing communications plan sets out the how, why, when and where o
communicating to target markets
Company plan sets overall objectives - usually sales or market share based
and linked to profit
advertising plan developed by marketer and advertising agency
Percy and Elliott (2021)

10. Exposure
buyer response sequence…
Processing
Communication effects in
relation to brand
positioning
Target audience action
Involvement
Rossiter and Percy (1997)

11. response to advertising
Consumer is exposed to the message - via media
Consumer has a response that is a communication effect - via awareness,
attitude, need and intention (via creative + media)
Consumer processes the message
- via words, pictures, sound (creative content)
Consumer takes action - via purchase or …
Percy and Elliott (2021)
4 stage process

12. …Elaboration Likelihood Model
Message
Motivation to
process
Ability to
process
Opportunity
to process
Peripheral cue present
No processing
Peripheral processing
Retain initial attitude
Temporary attitude change
Central processing
Neutral
arguments
Support
arguments
Counter-
arguments
No attitude
change
Permanent
positive
attitude
change
Permanent
negative
attitude
change
yes yes yes
yes no
no
no no
Input for future processing
Petty and Cacioppo, 1986

13. advertising usually used repeatedly…
to encourage trial… target is potential new users
objectives and repetition…
to encourage repeat purchase… target is existing users
Percy and Elliott (2021)

14. other elements of the marketing mix… product, price, place, promotion,
people, process, physical evidence
other elements of the marketing communications mix… sales promotion,
direct marketing, public relations, packaging and point of sale, personal
selling
advertising rarely solely responsible for purchase…

15. communications response sequence versus the planning
sequence…
When planning…
Percy and Elliott (2021)
exposure
communications effects
target audience action
processing
target audience action
communications effects
processing
exposure

16. exposure…
Where can we reach the target cost effectively?
About media selection and scheduling (where, when and how often)
Leeds City Centre…
- OoH
- who sees it?
- when was it scheduled?
- how many?
- any other media used?

17. processing…
What creative approach might work best?
Words, images, sounds… others?
tone
style

18. effects…
How is the brand positioned?
What effect do they want to achieve?

19. target audience…
Who’s most likely to use the brand/products?
Are there existing users or potential users… or both?
Not easy to define and identify
Needs to be detailed
- demographics
- psychographics
- lifestyle and behaviour

21. Advertising strategy
Document called the Advertising Strategy
Defines the objectives of the advertising campaign
Fletcher (2010)
Ensures everyone involved knows the objectives

22. contents…
Campaign’s objectives
Facts about the brand to be advertised
Message the advertising must communicate
Tone in which it must be communicated
Media channels and vehicles likely to be used
Budgets available for production and media
Competitors and their marketing and advertising
The target audience at which the campaign will be aimed
Timescale for production and media
Market research into target market and audience consumers
Any other important details
Fletcher (2010)

23. who writes this document?
One -The advertiser - marketer, brand owner…
marketing department
marketing manager, brand manager, advertising manager
Two - The advertiser’s advertising agency…
account service department, account planning
account director, account manager, account planner

24. Simplistic, clichéd conclusions and objectives are useless
Must be much sharper and go much deeper
The strategy must be inspiring and exciting to those who have to put it into
effect
sharp, deep, inspiring…
Saying nothing more than that the brand is better than its competitors
produces advertising that is bland to the point of tedium
Fletcher (2010)

25. for next week…
Do the reading, please, Brand Resilience and Chapter 5…
Head to sites such as Campaign, MediaWeek, AdAge, ASA, WARC… what’s
going on in the world of advertising and media?
Re-watch the lecture if you need to, a recording will be uploaded tomorrow…

26. references and reading
Fletcher, W. (2010) Advertising: a very short introduction. Oxford: Oxford
University Press.
Percy, L. and Elliott, R. (2021) Strategic Advertising Management. Oxford,
Oxford University Press.
Yeshin, T. (2006). Advertising. London: Thomson
Go to Library Online and look for recent articles in academic journals (via
EBSCO and Emerald) and on WARC using “advertising strategy” as your search
words.