Post on 10-Feb-2016
description
Creative Advertising Strategy: Part 2
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Alternative Advertising StrategiesAlternative Advertising Strategies
Unique Selling Proposition (USP)Brand ImageResonanceEmotional
GenericPreemptive
Alternative Strategies:Alternative Strategies: Unique Selling PropositionUnique Selling Proposition
Superiority claims based on unique physical feature or meaningful benefit
Definition
Most useful when point of difference cannot be readily matched by competitors
Conditions
May force competitors to imitate or choose more aggressive strategy
CompetitiveImplications
Alternative Strategies: USPAlternative Strategies: USP
• M & M candies–Melts in your mouth, not in your
hands
Alternative Strategies:Alternative Strategies: Brand ImageBrand Image
Claims based on psychosocialdifferentiation, usually symbolicassociation
Definition
Best for homogeneous goodwhere differences are difficult to develop (e.g., cola)
Conditions
Often involve prestige/identityclaims; rarely challengecompetition directly
CompetitiveImplications
Alternative Strategies:Alternative Strategies: Brand ImageBrand Image
Marlboro Man
Alternative Strategies:Alternative Strategies: Brand ImageBrand Image
EvianNatural Spring
Water
Alternative Strategies:Alternative Strategies: ResonanceResonanceAttempts to evoke stored lifeexperiences of prospects togive product relevantmeaning or significance
Definition
Best for socially visible goods;requires considerable consumerunderstanding to design messages
Conditions
Few direct limitations oncompetitor’s options; most likelycompetitive response is imitation
CompetitiveImplications
Alternative Strategies:Alternative Strategies: ResonanceResonance
Quaker rice cakes
Alternative Strategies:Alternative Strategies: EmotionalEmotional
Attempts to provoke involvement or emotion through ambiguity, humor without strong sellingemphasis
Definition
Best suited to discretionaryItems associated with emotions
Conditions
Competitors may imitate toundermine strategy of differenceor pursue other alternatives
CompetitiveImplications
Alternative Strategies:Alternative Strategies: EmotionalEmotional
Emotional creative strategy
Alternative Strategies:Alternative Strategies: EmotionalEmotional
Alpo
The Weightman Group
Alternative Strategies:Alternative Strategies: GenericGeneric
A claim that could be made by any company in that category. No attempt to differentiate the brand.
Definition
Best suited to brands that dominate a product category.
Conditions
Competitors may imitate but one’s overall dominance will mean one gains a larger share of an increased pie.
CompetitiveImplications
Alternative Strategies:Alternative Strategies: PreemptivePreemptive
A generic claim made with an assertion of superiority.
Definition
Few real functional differences between brands. Must be first in product category to make the claim, and to support it with sufficient ad weight.
Conditions
Effectively precludes competitors from making a similar claim.
CompetitiveImplications
ValuesValues
• Desired end states or behavior• Transcend any specific situation• Product attributes/consequences:
means to the valued ends
Universal Human Values
Self-DirectionStimulationHedonismAchievementPower
SecurityConformityTraditionBenevolenceUniversalism
Individualistic Cultures
Self-DirectionStimulationHedonismAchievementPower
SecurityConformityTraditionBenevolenceUniversalism
Collectivistic Cultures
Self-DirectionStimulationHedonismAchievementPower
SecurityConformityTraditionBenevolenceUniversalism
Advertising Applications ofAdvertising Applications ofMeans - End ChainsMeans - End Chains
1. Value - OrientationValue - Orientation
The end-level(terminal or instrumental value)
to be focused on in the advertising
Advertising Applications of Advertising Applications of Means - End ChainsMeans - End Chains
2. Brand ConsequencesBrand Consequences
The major positive consequences, or benefits of using the brand that
the ad communicates
Advertising Applications ofAdvertising Applications of Means - End Chains Means - End Chains
3. Brand AttributesBrand Attributes
The brand’s specific attributes or featuresthat are communicated as a means of
supporting the consequences of using thebrand
Advertising Applications ofAdvertising Applications ofMeans - End ChainsMeans - End Chains
4. Creative Strategy & Leverage PointLeverage Point
The scenario or manner in which the advertising will tap into, reach, or activate the key value, or end-level that serves as
the advertisement’s driving force
GreatTasting
Means - End Chains and Means - End Chains and Advertising StrategyAdvertising Strategy
Low fat HealthySelf-respect
WisdomMany flavors
Varietyof choices
Freedom(of choice)
Highquality Lack of
self-control
Happiness,Pleasure
Healthy Choice
Attributes Consequences Values