Advertising and Creative

Strategy
 The Integrated
Communications Mix
Company vision and
Overall business plan

Product / brand marketing plan

Product / brand communication

plan and objectives

Communications strategies

Advertising Public relations Sales Direct Packaging and

promotion marketing graphics
Advertising objectives
Advertising strategies

Advertising tactics
Major
Major Advertising
Advertising Decisions
Decisions
Target
Target Audience
Audience

Kind
Kind of
of Advertising
Advertising
to
to Use
Use

Which
Which Media
Media to
to Use
Use

What
What to
to Say
Say

Who
Who Will
Will Do
Do the
the Work
Work
Advertising
5 M’s of Advertising
 Mission -
 Money -
 Message -
 Media
 Measurement -
What Should Advertising
Do?
 Create awareness and interest - product
trial and use
 Objective: increase brand awareness from
60% to 75%; increase trial from 30% to 50%
 Position brands - establish a brand’s image
and identity
 Support salespersons
 Get immediate action
 Reinforce purchase decisions
Advertising Considerations
Strategy decisions play an important role in
the development of advertising
 Identification of the target audience
 Media mix - combination of media types
 Budget
 Tactical plan - national, regional or local
spending
% Spending – Consumer vs.
Business to Business Products

Consumer Business-to-Business
Television 45.1 2.7
Literature,
coupons, POS 16.2 9.3
Print ads 14.5 27.4
Direct Mail 6.4 27.1
Radio 5.6 0.8
Out of home 1.7 0.5
Media Scheduling
Considerations

 Target Audience - who?

 _______ - how many? (the % of the target
audience seeing the ad)
 _______ - how often?
 Media Timing - when? Year round or
seasonally?
 Continuity balance - campaign length and
“wearout” factors
Advertising Objectives,
Tasks, and Measurements

 Communication to target audience:

“Reach and Frequency” of ads
 300 TV GRP’s = 60 R and 5x F for men 18-35
 Media Mix and cost considerations (CPM)
 Share of voice vs. share of market
(% SOV compared to % SOM)
Setting the Advertising
Budget
Determine the advertising objectives, then
set the budget

Affordable Percentage
Percentage of
of Sales
Sales
Based on What the Based
Basedon
onaaCertain
CertainPercentage
Percentage
Company Can Afford of
ofCurrent
Currentor
orForecasted
ForecastedSales
Sales

Objective-and-Task
Objective-and-Task Competitive-Parity
Competitive-Parity
Based
BasedononDetermining
Determining Based
Basedon
onthe
theCompetitor’s
Competitor’s
Objectives
Objectives&&Tasks,
Tasks,Then
Then Advertising
AdvertisingBudget
Budget
Estimating
EstimatingCosts
Costs
Creative Strategy
Development
 Creative Strategy
Development Process

Starts with the “Brief” - a written document

and communication from company to ad
agency to review:
 Key issues affecting the product / brand
 consumer image ratings
 assessment of advertising
 documented research
 Business Opportunities and Objectives
Creative Strategy
Development
 Perceptions:
 What are the target’s perceptions about the product, the category, the
market?
 Target Audience:
 To whom are we talking?
 Objective:
 What do we want the target to do?
 Benefit:
 What is the core idea that’s going to get the target to do what we want
them to do?
 Support:
 Why should they believe it?
 Creative Strategy
Development
 Positioning is the basis of any creative strategy
 product/brand point of difference or key
benefit
 sets one brand apart from others in the
category
 Strategy adds to the positioning
 objective of ad: what you want the target
audience to do
Advertising Planning
Process

Who’s responsible for the major

advertising activities?

(handout)
Creative Execution

Goals of every advertising campaign:

 Create product / brand awareness
 Be memorable
 Be believable
 Be distinctive
 Be “campaignable” - adaptable to multiple
types of media
“Unique Selling Proposition”
USP = the point of difference between your product and
competition
“benefits = equity”
 Product features
 Psychological features
 Association
Positioning Statement

Positioning Statement

To ___(target) __________ (Product)___ is the one

___(category)__ that __(point of difference)*__.

*Benefit or attribute

1
 Positioning of Different Bar
Soaps High
moisturizing
• Tone • Zest
7
4 • Lever 2000
• Dove
2
5
• Safeguard
• Lux 8

Nondeodorant 3 Deodorant

1
• Lava • Dial
“Product Spacing” • Lifebuoy
Representing Consumers’ Perception for 6
Different Brands of Bar Soap

Low
moisturizing
Successful Positioning

Based on points / characteristics of

differentiation
 Quality – Lexus, Apple, Maytag
 Status and Image – Rolex, Waterford,
Evian
 Branding – McDonalds, NIKE, Hertz
 Convenience and Service – Jiffy Lube
 Distribution Channels – Federal Express
 Ad Message Recall as a
Function of Position

Recall
Measuring and Evaluating
Advertising Effectiveness
1. Exposure
 Estimate of media audience - Nielsen, Starch reports
2. Reception
 Attention and understanding - on the air telephone
interviews, brand awareness surveys
3. Acceptance
 Consumer Surveys (Attitude and Brand Tracking
Studies) measure brand trial and use
4. Retention
 Unaided and aided recall of ads
5. Behavior
 Sales - factory shipments, wholesale and retail audits