Transcript No Slide Title

Creative Advertising
Strategy: Part 2
9
Alternative Advertising Strategies
Unique Selling Proposition (USP)
Brand Image
Resonance
Emotional
Generic
Preemptive
Alternative Strategies:
Unique Selling Proposition
Definition
Superiority claims based on
unique physical feature or
meaningful benefit
Conditions
Most useful when point of
difference cannot be readily
matched by competitors
Competitive
Implications
May force competitors to imitate
or choose more aggressive
strategy
Alternative Strategies: USP
• M & M candies
– Melts in your mouth, not in your
hands
Alternative Strategies:
Brand Image
Definition
Claims based on psychosocial
differentiation, usually symbolic
association
Conditions
Best for homogeneous good
where differences are difficult to
develop (e.g., cola)
Competitive
Implications
Often involve prestige/identity
claims; rarely challenge
competition directly
Alternative Strategies: Brand Image
Marlboro Man
Alternative Strategies:
Brand Image
Evian
Natural Spring
Water
Alternative Strategies:
Resonance
Definition
Attempts to evoke stored life
experiences of prospects to
give product relevant
meaning or significance
Conditions
Best for socially visible goods;
requires considerable consumer
understanding to design
messages
Competitive
Implications
Few direct limitations on
competitor’s options; most likely
competitive response is imitation
Alternative Strategies:
Resonance
Quaker
rice cakes
Alternative Strategies:
Emotional
Definition
Attempts to provoke involvement
or emotion through ambiguity,
humor without strong selling
emphasis
Conditions
Best suited to discretionary
Items associated with emotions
Competitive
Implications
Competitors may imitate to
undermine strategy of difference
or pursue other alternatives
Alternative Strategies:
Emotional
Emotional
creative
strategy
Alternative Strategies:
Emotional
Alpo
The Weightman
Group
Alternative Strategies:
Generic
Definition
A claim that could be made by
any company in that category.
No attempt to differentiate the
brand.
Conditions
Best suited to brands that
dominate a product category.
Competitive
Implications
Competitors may imitate but
one’s overall dominance will
mean one gains a larger share
of an increased pie.
Alternative Strategies:
Preemptive
Definition
A generic claim made with an
assertion of superiority.
Conditions
Few real functional differences
between brands. Must be first
in product category to make
the claim, and to support it
with sufficient ad weight.
Competitive
Implications
Effectively precludes
competitors from making a
similar claim.
Values
• Desired end states or behavior
• Transcend any specific situation
• Product attributes/consequences:
means to the valued ends
Universal Human Values
Self-Direction
Stimulation
Hedonism
Achievement
Power
Security
Conformity
Tradition
Benevolence
Universalism
Individualistic Cultures
Self-Direction
Stimulation
Hedonism
Achievement
Power
Security
Conformity
Tradition
Benevolence
Universalism
Collectivistic Cultures
Self-Direction
Stimulation
Hedonism
Achievement
Power
Security
Conformity
Tradition
Benevolence
Universalism
Advertising Applications of
Means - End Chains
1. Value - Orientation
The end-level
(terminal or instrumental value)
to be focused on in the advertising
Advertising Applications of
Means - End Chains
2. Brand Consequences
The major positive consequences,
or benefits of using the brand that
the ad communicates
Advertising Applications of
Means - End Chains
3. Brand Attributes
The brand’s specific attributes or features
that are communicated as a means of
supporting the consequences of using the
brand
Advertising Applications of
Means - End Chains
4. Creative Strategy & Leverage Point
The scenario or manner in which the
advertising will tap into, reach, or activate
the key value, or end-level that serves as
the advertisement’s driving force
Means - End Chains and
Advertising Strategy
Attributes Consequences
Low fat
Healthy
Values
Self-respect
Wisdom
Healthy
Choice
Many
flavors
Variety
of choices
Freedom
(of choice)
High
quality
Great
Tasting
Happiness,
Pleasure
Lack of
self-control