Advertising Strategies

• Strategies are simply “rules of thumb”

• they apply to love, war, videogames, and -yes - advertising

• you can’t just jump-in; you need to think about how you will proceed!

• What would you do if you were asked …

ADVERTISING STRATEGY(top down)

CREATIVE EXECUTION

CREATIVE OBJECTIVES(Also know as "Appeals"

ADVERTISING OBJECTIVES(Also know as "Communication Objectives")

(usually from overall marketing plan )

ADVERTISING STRATEGY: THE STRATEGIC

HIERARCHYAdvertising / Creative Objectives

Creative Execution

Creative Strategies

Advertising ( Creative Objectives)

1. Communicate unique attributes/ benefits

2. increase frequency of use

3. communicate variety of use

4. attract new targets

5. product improvement

6. line extensions

7. communicate promotional incentives

Creative Strategies (or “Appeals”)(What type of appeal will you use within your target market to reach your main advertising objective?)

1. positive

2. negative

3. factual

4. comparative

5. humorous

6. emotional

7. sexual

8. lifestyle

Creative ExecutionSpecific technique you will use in this campaign

1. testimonials

2. endorsements

3. demonstrations

4. product as hero

5. torture tests

6. product comparisons

7. lots of others

CREATIVE STRATEGIESthousands of ways to put these together:

e.g. communicate unique attributes using a humourous appeal by doing a product demonstration

ORattract new targets using a sexual appeal by means of endorsements

BRANDS

1 Individual Brand (Close-up toothpaste)2 Family Brand (Heinz -umbrella name)3 National Brand (Nike)4 Private Label (Craftsman)5 Licensed Brand (Sunkist - pay to use brand)

TYPES:

BRANDS

• Originally used to counter powerful wholesalers, and to differentiate quality

• Early brands: Levis (1873) Budweiser (1876)• Brands have two components:

– Rational: look, feel, physical attributes, claims– Irrational: what you feel: emotional, intuitive, sub-

conscious. Hidden, harder to measure except in $– 1980’s RJR Nabisco, with $3 billion in fixed assets,

sold for $12 billion. Brand worth $9 billion!

BRANDS

• Mid-80’s, new type of companies emerged:– Brands were the business! Nike, Hillfiger, etc. – Whole ideas was to make people feel a certain

way by creating a brand image

BRANDS

• Key point 1: Many brand companies did not actually make anything

• Figure out what people want to feel, think, and be like

• Create artificial personalities (brands) that re-create, reflect and embody these feelings, thoughts, and wishes

• Some brand co’s made a product but basically undifferentiated goods (e.g. COKE, Gap, Nike),

BRANDS

• Key point 2: Brand “escalating arms race”

• Only way to create brand was to advertise, so:• you had no choice but to advertise like crazy

(since everyone else was)• Mad rush to find new ways/places to advertise:

schools, sporting events, bathrooms. Bush/Olympics

BRANDS

• Brands co’s and their products really nothing more than a vehicle for conveying pre-defined attitudes (Pavlov)

• Using market research; co’s know:• What we want to say to the world about ourselves• What we want to think and feel to be happier with

ourselves and the world• They “position” brands (falsely) to address these inner

needs.

Examples of Advertising Spending 2007

http://www.tns-mi.com/news/03252008.htm