advertising_summer08_stu

8/7/2019 advertising_summer08_stu

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1Ganesh Iyer

Advertising Strategy

Session 7

Summer 2008


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Advertising Planning Process

Advertising Objectives

Budget Decisions

Creative Strategy

Campaign Evaluation

Media Strategy

Brand Positioning Target Market


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Advertising Objectives

Create awareness for new products

Inform consumers

of product features and benefits

price changes

Important for building primary demand

Persuasion

Build brand preference or change buyer perceptions

especially important for building demand in competitive markets.

Reminder advertising: maintain top-of-mind awareness


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Hierarchy of effects

Communication Process

Awareness

Interest

Liking, Preference

Purchase, Action


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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


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Creative Strategy:

Emotional vs. Rational Appeal

Emotional = appeal to psychological, social or symbolic needs. Pull at the

consumers heartstrings

Rational = provide information about functional and utilitarian aspects ofthe products.

Shift towards emotional execution strategy in the later part of the product

lifecycle

Intense competition and proliferation of substitutable products

(Michelin)

Critical to increase Product involvement

http://www.youtube.com/watch?v=sIkQRXkpwQI

http://www.youtube.com/watch?v=SdPLf3FoInE


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Taxonomy of Emotional Appeals

Fear appeal

can be an effective motivator but has the danger of alienatingconsumers

Show the consumer how to avoid the problem.

Provide concrete supporting information


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Taxonomy of Emotional Appeals

Humor

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.

http://www.youtube.com/watch?v=kVCGBohc20k&mode=related&search=

http://www.youtube.com/watch?v=f3mXaATLeRM

http://www.youtube.com/watch?v=zV-yGp4l8B8

Fantasy

seen often in cosmetics advertising

http://www.youtube.com/watch?v=r1g5qcKcVCM


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Types of Rational / Informational Appeal

Technical Expertise or Scientific Evidence: (CrestLook ma nocavities)

Comparative: Product features vs. competition (Nike vs. Reebok) http://www.youtube.com/watch?v=xhiyDQNmEjY

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 advertisedattribute.


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Media Decisions

Define the target market.

Quantitative Measures

Reach: the percentage of people in the target market who are exposedto the ad campaign during the defined time duration

70% of the target market during the first three months of the

campaign

Frequency: A measure of how many times an average individual in thetarget market who have been reached .


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Media Decisions

Advertising Exposure

Gross Rating Points = 70(Reach) 4(Frequency) = 280 GRPs

1GRP = 1 exposure to 1% of the audience.

Qualitative Measures

Impact; is the qualitative aspect of the medium

Newsweek vs. The National Enquirer

Sports illustrated vs. Time for tennis racquets

Trade-off between reach and frequency

Pulsing vs. Continuity

Pulsing most critical for new products. Why?

Continuity needed when faced with intense competition


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Message

Good advertising creative strategy translates the brands

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


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Analysis Framework

Market

Customer AnalysisCompetitor

Analysis

Company Analysis

Marketing Myopia

Marketing Strategy

Product

Price

Promotion

Place

Marketing Orientation

Perceptual mapping

SegmentationPositioning

First mover advantages

Branding

Pricing processPricing and innovation (ODI)

Going to market(Goodyear)

Direct marketing(Calyx)

Product Line Strategy(Cambridge)

advertising_summer08_stu

Documents

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