This document provides guidance on writing an advertising strategy in 4 parts: 1. Situation analysis to provide context leading to the big idea 2. Objective statement that combines the advertising goal and target consumer/brand 3. Support statement on how to convey the message and link it to people, lifestyles, and desired lifestyles 4. Statement of tone to define the brand's persona and how it helps the target consumer It includes an example strategy for Popeyes focusing on conveying its New Orleans heritage and providing an enjoyable family dining experience. Students are instructed to develop a strategy for the Columbus Marathon walking through these four parts.

1. #OUJ
3700
Ad Copy Part Two

2. Writing a strategy
the 40%: follow map
Business
Chance
Cultural
Context
Target
Insight
Brand
Insight
THE
BIG
IDEA Plan
To
Engage
Creative
Who do we stand for?
Measure
Who is our enemy?
Why do we
matter?

3. Develop the big idea
This is where writing a creative document comes into play.

4. How do write a
strategy
1.Situation Analysis
2.Objective Statement
3.Supporting Statement
4.Statement of Tone

5. Part one:
situation analysis
• These are the steps we
talked about in class
Tuesday.
• This is everything leading
into the big idea.

6. Part two
Objective statement
This combines the advertising’s objective statement with the
description of the target consumer and name of the brand.
You either inform, entertain or persuade.
Advertising will _____the target consumer (be specific) to do
____________:
• Our product is superior
• Our product has value
• Our product is least expensive
• Ethically responsible.

7. Part two
Objective statement.
• Advertising will persuade
automatic dishwasher
owners that Cascade
provides virtually spotless
end results.

8. Part three
support statement
• How do you sell it?
• Give people permission to believe.
• Make yourself unique.
• Think about archetype characters
• Create linkage to
• People
• Lifestyle
• Desired Lifestyle

9. Part four
statement of tone
• What archetype does your
brand embody?
• Your brand should be a living
entity. Give it characteristics
that help your target consumer.

10. Part four statement of tone.
How do you focus?
• The strategic triad identifies who wants to see you fail and
what you stand for.
• What does our product do for consumers that the
competition doesn’t? Try and ID emotional impact.
Product
Customer Competition

11. Same brand: Three different
Statement of tone
• Product: Tone will convey the spicy fun of
Popeyes’ New Orleans Heritage.
• Competition: Tone will be compatible with
today’s fast food environment.
• Customer: Tone will convey relief to hectic
people looking for a fast family meal.

12. Let’s use a real
example

13. Putting this together
• Advertising will inform suburban parents in the
midwest that Popeyes’ provides affordable and
exciting alternatives to boring fast food.
• Support will be Popeyes’ traditional ability to help
families have an enriching and enjoyable dining
expeience.
• Tone will convey the spicy fun of Popeyes’ New
Orleans Heritage and relief to hectic people looking
for a fast family meal in today’s fast food
environment.

14. Now you try
JC Penney

15. Now you try
JC Penney

16. Now you try
JC Penney

17. Now you try
JC Penney

18. Putting this together
• Advertising will persuade young mothers JC Penney
can provide simple, effective and affordable
solutions to keep their families going.
• Support will be JC Penney 100-year tradition of
providing affordable name-brand products.
• Tone will convey the clean, family-friendly shopping
experience that JC Penney has developed live and
online.

19. So what is next

20. Write a strategy for the
columbus marathon
• Walk through each of the four
steps from Tuesday’s class.
• Develop a Big Idea.
• Then work through the strategy
statement that we just did.

21. How will I grade you?
1. Syllabus items.
2. Did you follow format?
3. Does positioning match need? You can’t
promote best in the world to people
barely making ends meet.
4. Does it accurately reflect the brand?
5. Does it meet audience needs?
6. This is due Tuesday at 5:00.