Professional Documents
Culture Documents
Ganesh Iyer
Brand Positioning
Target Market
Advertising Objectives
Budget Decisions
Creative Strategy
Media Strategy
Campaign Evaluation
Ganesh Iyer
Advertising Objectives
Persuasion
Build brand preference or change buyer perceptions especially important for building demand in competitive markets.
Ganesh Iyer
Awareness
Interest
Liking, Preference
Purchase, Action
Ganesh Iyer
Creative Strategy
Objective is Memorability
Ganesh Iyer
Emotional = appeal to psychological, social or symbolic needs. Pull at the consumers 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
Ganesh Iyer
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.
Fantasy
seen often in cosmetics advertising http://www.youtube.com/watch?v=r1g5qcKcVCM
Ganesh Iyer
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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Ganesh Iyer
Media Decisions
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
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Media Decisions
Advertising Exposure
Gross Rating Points = 70(Reach) 4(Frequency) = 280 GRPs 1GRP = 1 exposure to 1% of the audience.
Ganesh Iyer
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Message
Good advertising creative strategy translates the brands 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
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http://www.youtube.com/watch?v=cQZYAd3g8-g
Ganesh Iyer
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