Advertising Strategy
Week 8
Fall 2007
Ganesh Iyer
Advertising Planning Process
Brand Positioning Target Market
Advertising
Advertising Objectives
Objectives
Budget
Budget Decisions
Decisions
Creative
Creative Strategy
Strategy Media
Media Strategy
Strategy
Campaign
Campaign Evaluation
Evaluation
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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
Ganesh Iyer
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
consumer’s 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”
» [Link]
» [Link]
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
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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
– Attitude_product versus Attitude_ad = will the message be persuasive and will
the product be taken seriously.
» [Link]
» [Link]
» [Link]
Fantasy
» seen often in cosmetics advertising
» [Link]
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Types of Rational / Informational Appeal
Technical Expertise or Scientific Evidence: (Crest…“Look ma no
cavities”)
Comparative: Product features vs. competition (Nike vs. Reebok)
» [Link]
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.
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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 .
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Media Decisions
Advertising Exposure
Gross Rating Points = 70(Reach) 4(Frequency) = 280 GRP’s
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 brand’s
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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[Link]
Ganesh Iyer
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