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Advertising Strategy and Media Planning Creative Strategy - Positioning… 6 Percy and Elliott’s Five Steps… Percy and Elliott, 2009 Select the target audience Understand target audience decision making Determine the best positioning Develop a communications strategy Setting a media strategy what is positioning? “Positioning refers broadly to the values and associations, both tangible and intangible, that are linked with a given brand. The positioning differentiates the brand from its rivals.” Hackley 2010 p70 Why positioning? Percy and Rosenbaum-Elliott, 2016 To answer the question ‘what is it?’ in order to drive awareness and ‘what does it offer?’ to determine benefits to support the attitude. What is it? What does it offer? Category need brand brand awareness benefit brand attitude hypothesised perceptual mapping cowboy brands premium brands economy brands bargain brands brand mapping (through the marketing mix) unconventional peripheral aspirational mainstream Dawar and Bagga, 2015 Defining markets… Perceived similarity… useful but simplistic Through hierarchical definition… often relative and abstract …to develop subcategories to define narrower markets Bases that can be used include… type of product end benefit usage situation brand name Hierarchical positioning… Protein element of meal Meat Beef Pork Chicken Turkey Meat substitute Lamb Alternative meats Soya-based Healthy Athletic Quorn Tofu-based Dietary focus what is positioning in advertising? A key insight summed up in a positioning statement which is part of the advertising strategy document and the creative brief. Needs to consider… Who it’s for… Reason to buy… Product category… Benefit(s)… They vary wildly… It is “…so much more intimate than a laptop, and it’s so much more capable than a smartphone with its gorgeous screen.” For families concerned about safety, Volvo builds a vehicle with state-of-the-art safety features that give you peace of mind when driving Designed to provide internal agreement and clarity for specific value offered to specific markets against competition Gospe, 2012 Other points for consideration… Adapted from Percy and Elliott, 2009 Competitive environment Target consumers What makes the brand distinctive Consumer benefits (tangible and intangible) Brand values and personality Why consumers believe and trust Why/how consumers see the brand as different to its competitors Also important… What the product does… functional positioning What the product means… emotional positioning Yeshin, 2006 what is a brand? “A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.” Godin, 2011 what is a brand? Fill, 2011, identifies that a brand has two main attributes… intrinsic functional… design performance ingredients/components size/shape price extrinsic meaning… value brand image images of stores where sold perceptions of users of the brand Central or differential? Central positioning… Delivers all the category benefits, Brand “owns” the category, Best and most loved brand in category, Must already have a large/majority market share Differential positioning… Delivers a specific category benefit better than the leading brand, Different to the leading brand in an important way, Different in a way sufficient consumers want, occupies a worthwhile niche or is a new entrant User or product benefit User-oriented position… The user is the focus (“for the serious athlete”) Underlying benefit is social approval (“for the discerning”) User benefits drive the message (“because you’re worth it”) Product-oriented position… The product is the hero (“there’s no better”) Product benefits drive the message (“the best a man can get”) Selecting the appropriate benefit What distinguishes the brand from competitors in a way that is important to the target audience Reflects the motivation that drives purchase behaviour Must be… Important to the target audience Believable to the target audience Deliverable by the brand better than the competition Link to advertising content… Positioning then becomes a key component of the creative brief Once this far in the strategy process, can brief the creatives to come up with the advertising message/content Positioning sometimes reflected in the advertising tag line… L’Oreal - because you’re worth it BMW - the ultimate driving machine Tesco - every little helps Lloyds - for the journey References and reading… Burtenshaw, K., Mahon, N. and Barfoot, C. (2006). The Fundamentals of Creative Advertising. Switzerland: AVA Publishing. Percy, L. and Elliott, R. (2009) Strategic Advertising Management. Oxford, Oxford University Press. Shimp, T. (2007) Integrated Marketing Communications in Advertising and Promotion. USA: Cengage. Yeshin, T. (2006). Advertising. London, Thomson