Você está na página 1de 13

Advertising Strategy

Week 8 Fall 2007

Ganesh Iyer

Advertising Planning Process

Brand Positioning

Target Market

Advertising Objectives

Budget Decisions

Creative Strategy

Media Strategy

Campaign Evaluation
Ganesh 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

Ganesh Iyer

Hierarchy of effects Communication Process

Awareness

Interest

Liking, Preference

Purchase, Action

Ganesh 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

Ganesh 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 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
Ganesh Iyer

Taxonomy of Emotional Appeals


Fear appeal can be an effective motivator but has the danger of alienating consumers
Show the consumer how to avoid the problem. Provide concrete supporting information

Ganesh 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 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
Ganesh Iyer

Types of Rational / Informational Appeal


Technical Expertise or Scientific Evidence: (CrestLook ma no cavities)
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 advertised attribute.
9

Ganesh Iyer

Media Decisions

Define the target market.

Quantitative Measures

Reach: the percentage of people in the target market who are exposed to 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 the target market who have been reached .

Ganesh Iyer

10

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

Ganesh Iyer

11

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

Ganesh Iyer

12

http://www.youtube.com/watch?v=cQZYAd3g8-g

Ganesh Iyer

13