The document discusses effective advertising strategies. It notes that effective advertising must extend from a sound marketing strategy and be compatible with other elements of integrated marketing communications. It must also take the consumer's view and focus on product benefits rather than attributes. Additionally, effective advertising needs to find a unique way to break through clutter, be persuasive by highlighting benefits for consumers, and never promise more than can be delivered. The creative idea also should not overwhelm the underlying strategy.

1. creative
advertising
strategydelivered to you by
Yuliya An

3. Steve Jobs, 29, 1984
new Macintosh brand
during Superbowl football game

4. new Macintosh brand
during Superbowl football game

5. What makes effective
advertising?

6. What makes effective
advertising?
It must extend from sound
marketing strategy.
Compatible with other elements of IMC.
1.

7. What makes effective
advertising?
Effective advertising must take
the consumer’s view.
Product benefits, not attributes.
2.

8. What makes effective
advertising?
Effective advertising is persuasive.
Benefit for the consumer.
3.

9. What makes effective
advertising?
Advertising must find a unique
way to break through the clutter.
Audiovisual wallpaper.
4.

10. What makes effective
advertising?
Good advertising should never
promise more than it can deliver.
Ethics + smart business sense.
5.

11. What makes effective
advertising?
Good advertising prevents the
creative idea from overwhelming
the strategy.
Persuade and influence, not for its own
sake.
6.

12. What makes effective
advertising?
Be creative.
7.

13. What are advertising
plans and strategies?

14. What are advertising
plans and strategies?
Evaluation of consumer behavior
related to the brand.

15. What are advertising
plans and strategies?
Evaluation of consumer behavior
related to the brand.
Evaluation
of the
competition.

16. What are advertising
plans and strategies?
Evaluation of consumer behavior
related to the brand.
Evaluation
of the
competition.
A coordinated effort.

17. What are advertising
plans and strategies?
Evaluation of consumer behavior
related to the brand.
Evaluation
of the
competition.
A coordinated effort.
Advertising
strategy

18. Advertising
strategy
Five-step
program.

19. Specify the key fact.
a single-minded statement from the
consumer’s point of view.
1.
Advertising
strategy

20. State the primary marketing
problem.
from the marketer’s point of view.
2.
Advertising
strategy

21. State the communications
objective.
what effect to have and how it should
persuade consumers.
3.
Advertising
strategy

22. Implement the creative message
strategy.
(1) define the target market; (2) identify
the primary competition; (3) choose the
promise; (4) offer reasons why.
4.
Advertising
strategy

23. Establish mandatory
requirements.
e.g. corporate logo or slogan.
5.
Advertising
strategy

24. Creative
brief

26. What is means-end
chaining?

27. What is means-end
chaining?
Product
Attributes
Consumer
Benefits
Leverage
Point
Personal
Value
Executional Framework

28. What is means-end
chaining?
Product
Attributes
Consumer
Benefits
Leverage
Point
Personal
Value
Executional Framework

29. What is means-end
chaining?
Product
Attributes
Consumer
Benefits
Leverage
Point
Personal
Value
Executional Framework
Product
Attributes
Consumer
Benefits
Leverage
Point
Personal
Value
Executional Framework

30. What is means-end
chaining?
Product
Attributes
Consumer
Benefits
Leverage
Point
Personal
Value
Executional Framework

31. What is means-end
chaining?
Database with
over 25,000
companies.
Internship
in U.S.
Success stories
of the program
interns
Success
Executional Framework

32. Creative without strategy
is called 'art.' Creative
with strategy is called
'advertising.'
­— Jef I. Richards

33. Thank you.
Questions are welcome.