Transcript Document
Advertising Strategy Week 8 Fall 2007 Ganesh Iyer 1 Advertising Planning Process Target Market Brand Positioning Advertising Objectives Budget Decisions Creative Strategy Media Strategy Campaign Evaluation Ganesh Iyer 2 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 3 Hierarchy of effects Communication Process Awareness Interest Liking, Preference Purchase, Action Ganesh Iyer 4 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 5 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” » http://www.youtube.com/watch?v=sIkQRXkpwQI » http://www.youtube.com/watch?v=SdPLf3FoInE Ganesh Iyer 6 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 7 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 8 Types of Rational / Informational Appeal Technical Expertise or Scientific Evidence: (Crest…“Look 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. Ganesh Iyer 9 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 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 Ganesh Iyer 11 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” Ganesh Iyer 12 http://www.youtube.com/watch?v=cQZYAd3g8-g Ganesh Iyer 13