Chapter 3
The Advertising Spiral
and Brand Planning
Objectives_1
Understand
• The importance of understanding the
product life cycle
• The relationship of the advertising spiral
• The birth and basics of branding
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Objectives_2
Understand
• Brands and integrated marketing
• Brand equity
• Strategic planning methods
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Exhibit 3.1 Primary Stages
of the Life-Cycle Model
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Purpose of the
Pioneering Stage
• To educate consumers about new
product
• To show people they have a need and
that advertised product can fulfill it
• To show that a product now exists that
is capable of meeting a need that had
been recognized but previously
unfulfilled
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Egg Beaters:
Need for an Egg Alternative
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Purell Built a Need
for Hand Sanitizer
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Competitive Stage
The competitive stage is the
advertising stage a product reaches
when its general usefulness is
recognized but its superiority over
similar brands has to be established in
order to gain preference.
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Retentive Stage
The retentive stage is the third
advertising stage of a product, reached
when its general usefulness is widely
known, its individual qualities are
thoroughly appreciated, and it is
satisfied to retain its patronage merely
on the strength of its past reputation.
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Retentive Stage
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Exhibit 3.5
The Advertising Spiral
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Where in the
Process is Zune?
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Exhibit 3.8 A Typical
Life-Cycle Model
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Exhibit 3.9 Expanded
Advertising Spiral
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Exhibit 3.10 Egg Beaters
Expansion
The “newest pioneering”
stage focuses on
getting more people
to use the product.
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Advertisers Should Use the Spiral
to Answer These Questions
• In which stage is the product?
• Should we use pioneering advertising to
attract new users?
• Should we work harder at competitive
advertising to obtain a larger market share?
• What portion of our advertising should be
pioneering? Competitive?
• Are we coasting in the retentive stage?
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Brand
A brand is a name, term, sign, design,
or a unifying combination, intended to
identify and distinguish the product or
service from competing products or
services.
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Brand Equity
Brand equity is the value of how such
people as consumers, distributors, and
salespeople think and feel about a brand
relative to its competition over a period
of time.
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Y&R’s Brand Asset Valuator
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Y&R’s Brand Value Structure
Brand Differentiation
Vitality
Relevance
Brand
Value
Esteem
Brand
Stature Knowledge
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Developing
IMC Strategic Plans
Brand equity audit analysis
Strategic options
Brand equity research
Creative brief
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Brand Equity Audit Analysis
• Market context
• Brand equity weaknesses and strengths
• Consumer attitude descriptions
• Competitive strategies and tactics
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Exhibit 3.13 Basic Elements
of a Brand
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Strategic Options/
Recommendations
• Communication objectives
• Audience
• Source of business
• Brand positioning and benefits
• Marketing mix
• Rationale
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Creative Brief
A creative brief (strategy or work plan)
is a short statement that clearly defines
the audience, how consumers think or
feel and behave, what the
communication should achieve, and the
promise that will create a bond between
the consumer and the brand.
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Key Components of a
Creative Strategy
Key observations
Communication objective
Consumer insight
Promise
Support
Audience
Mandatories
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Exhibit 3.14
AFG Planning Cycle
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Exhibit 3.15 Example of AFG’s
Need-Mapping Process
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What Great Brands Do
(According to Bedbury)
A great brand
• is in it for the long haul
• can be anything
• knows itself
• invents or reinvents an entire category
• taps into emotions
• is a story that is never completely told
• is relevant
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For Discussion
• What determines the stage of a
product?
• What are the elements of the creative
brief?
• What is brand equity?
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