1 ganesh iyer advertising strategy week 8 fall 2007
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1Ganesh Iyer
Advertising Strategy
Week 8
Fall 2007
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Advertising Planning Process
Advertising Objectives Advertising Objectives
Budget DecisionsBudget Decisions
Creative StrategyCreative Strategy
Campaign EvaluationCampaign Evaluation
Media StrategyMedia Strategy
Brand Positioning Target Market
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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
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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”
» http://www.youtube.com/watch?v=sIkQRXkpwQI
» http://www.youtube.com/watch?v=SdPLf3FoInE
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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.
» 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
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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)
» 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.
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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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http://www.youtube.com/watch?v=cQZYAd3g8-g