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  1. 1. Advertising Strategy Year 10 Social Sciences Workshop 2010 1
  2. 2. Advertising Planning ProcessBrand Positioning Target Market Advertising Objectives Creative Strategy Media Strategy Campaign Evaluation 2
  3. 3. Advertising ObjectivesCreate awareness for new productsInform consumers » of product features and benefits » price changes » Important for building primary demandPersuasion » Build brand preference or change buyer perceptions » especially important for building demand in competitive markets.Reminder advertising: maintain top-of-mind awareness 3
  4. 4. Hierarchy of effectsCommunication Process Awareness Interest Liking, Preference Purchase, Action 4
  5. 5. 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” 5
  6. 6. Creative Strategy: Emotional vs. Rational AppealEmotional = 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) 6
  7. 7. Taxonomy of Emotional AppealsFear appeal! can be an effective motivator but has the danger of alienating consumers » Show the consumer how to avoid the problem. » Provide concrete supporting information 7
  8. 8. Taxonomy of Emotional AppealsHumor » “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. » » » » seen often in cosmetics advertising » 8
  9. 9. Types of Rational / Informational AppealTechnical Expertise or Scientific Evidence: (Crest…“Look ma no cavities”)Comparative: Product features vs. competition (Nike vs. Reebok) »! 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. 9
  10. 10. MessageGood 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” 10
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