8/4/2019 Advertising Fall07
1/13
1Ganesh Iyer
Advertising Strategy
Week 8
Fall 2007
8/4/2019 Advertising Fall07
2/13
2Ganesh Iyer
Advertising Planning Process
Advertising Objectives
Budget Decisions
Creative Strategy
Campaign Evaluation
Media Strategy
Brand Positioning Target Market
8/4/2019 Advertising Fall07
3/13
3Ganesh Iyer
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
8/4/2019 Advertising Fall07
4/13
4Ganesh Iyer
Hierarchy of effectsCommunication Process
Awareness
Interest
Liking, Preference
Purchase, Action
8/4/2019 Advertising Fall07
5/13
5Ganesh Iyer
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
8/4/2019 Advertising Fall07
6/13
6Ganesh Iyer
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 of
the products.
Shift towards emotional execution strategy in the later part of the productlifecycle
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
http://www.youtube.com/watch?v=sIkQRXkpwQIhttp://www.youtube.com/watch?v=SdPLf3FoInEhttp://www.youtube.com/watch?v=SdPLf3FoInEhttp://www.youtube.com/watch?v=sIkQRXkpwQI8/4/2019 Advertising Fall07
7/137Ganesh Iyer
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
8/4/2019 Advertising Fall07
8/138Ganesh Iyer
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
Attitude_product versus Attitude_ad = will the message be persuasive and will theproduct 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
http://www.youtube.com/watch?v=kVCGBohc20k&mode=related&searchhttp://www.youtube.com/watch?v=f3mXaATLeRMhttp://www.youtube.com/watch?v=zV-yGp4l8B8http://www.youtube.com/watch?v=r1g5qcKcVCMhttp://www.youtube.com/watch?v=r1g5qcKcVCMhttp://www.youtube.com/watch?v=zV-yGp4l8B8http://www.youtube.com/watch?v=zV-yGp4l8B8http://www.youtube.com/watch?v=zV-yGp4l8B8http://www.youtube.com/watch?v=f3mXaATLeRMhttp://www.youtube.com/watch?v=kVCGBohc20k&mode=related&search8/4/2019 Advertising Fall07
9/139Ganesh Iyer
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.
http://www.youtube.com/watch?v=xhiyDQNmEjYhttp://www.youtube.com/watch?v=xhiyDQNmEjY8/4/2019 Advertising Fall07
10/1310Ganesh Iyer
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 thecampaign
Frequency: A measure of how many times an average individual in thetarget market who have been reached .
8/4/2019 Advertising Fall07
11/1311Ganesh Iyer
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
8/4/2019 Advertising Fall07
12/1312Ganesh Iyer
Message
Good advertising creative strategy translates the brands
positioning statement into a persuasive and memorablemessage. A great creative will provide lasting impact even ifadvertising budgets are constrained.
How you say it is as critical as what you say
8/4/2019 Advertising Fall07
13/1313
Ganesh Iyer
http://www.youtube.com/watch?v=cQZYAd3g8-g
http://www.youtube.com/watch?v=cQZYAd3g8-ghttp://www.youtube.com/watch?v=cQZYAd3g8-ghttp://www.youtube.com/watch?v=cQZYAd3g8-ghttp://www.youtube.com/watch?v=cQZYAd3g8-gTop Related