Module 2

• Advertising Strategies in Modern Marketing

Fundamentals of Advertising Campaigns –
Brand Positioning through Advertising –
Unique Selling Propositions – Brand Image
Creation through Advertising – Types of Media
& Advertising – Celebrity Endorsements &
Ethics in Advertisement – Pros & Cons of
Advertising
 Advertising
• Any paid form of non-personal presentation
and promotion of ideas or products by an
identified sponsor
 5 M’s of Advertising
1. Mission
2. Money
3. Message
4. Media
5. Measurement
 Mission
• Setting the Marketing Objective
• Objectives must flow from prior decision on
STP.
• The choice of advertising objective should be
based on thorough analysis of current
marketing situations.
 Contd….
a) Informative advertising:
• Figures heavily in the pioneering stage.
• The objective is to build primary demand.
b) Persuasive advertising
• Important in competitive stage.
• Company’s objective is to build selective
demand.
• Most advertising fall under this category.
• Many times involve comparative advertising
 Contd….
• c) Reminder advertising:
• Highly important with matured products.
• A related form of advertising is reinforcement
advertising.
• Often depicts satisfied customers enjoying
special features.
 Money
• Deciding On the Advertising Budget
• The role of advertising is to increase demand
for the product.
• If company spends too little, the effect will be
insignificant
• If the company spends too much, at times it
becomes more than required and that money
is blocked.
 Message
• Advertising campaigns differ in the creativity.
• Only after gaining attention the brand sales.
• Advertising go through three steps to develop
creative strategy
• a) Message Generation
• b) Message Evaluation and Selection
• c) Message Execution
 Media
• It involves three steps
• a) Deciding on Reach, Frequency and Impact
• b) Choosing among major media types
• c) Selecting specific Media Vehicle
 Measurement
• Evaluating Advertising Effectiveness
• Important to measure the communication
effect of an ad (awareness, knowledge,
preferences)
 Advertising Strategies in Modern
Marketing
• An advertising strategy is a plan to reach and
persuade a customer to buy a product or a
service.
• For ad strategy to be effective, aims must be
clear, the environment must be understood,
and choices must be made based on available
resources.
Elements of the Advertising Strategy
1) The product itself and its advantages
2) The customer and his or her characteristics
3) Advertising Message
4) Communication Media
 Developing the Ad Strategy
• Target Consumer
• Positioning
• Communication Media
• Implementation
 Advertising Strategies Commonly
Used
1) Express identity through admiration
• Express company’s admiration for its own
models and ideals

• User admire company values

 Contd….
2) Use authentic influencer endorsements
 Contd…..
3) Induce involvement with minimalist media
• Use minimalist media to get the user to make
her own model
• Minimalist media provides very little data
about who is communicating with you
• Result is huge audience that spans different
demographic categories
 Contd….
4) Promote content on your platform
 Contd….
5) Make it up in volume
 Contd….
6) Channel the crowd
• Channel the crowd using language, imagery
and ideas that target audience associate
 Advertising Campaigns
• An advertising campaign is a series of
advertisement messages that share a single
idea and theme which make up an integrated
marketing communication (IMC).
• Advertising campaigns appear in different
media across a specific time frame.
 Marlboro:
Nike Marlboro Man

•What problem are you solving for •whatever you're selling

your customers? needs to fit somehow into
•What solution does your product or your audience's lifestyle -- or
service provide? their idealized lifestyle.
•By hitting on that core issue you'll
connect with consumers on an
emotional
Ariel - "Share the Load"
AVIS
 Contd….
• The critical part of making an advertising
campaign is determining a champion theme
• As it sets the tone for the individual
advertisements and other forms of marketing
communications that will be used.
• The campaign themes developed with the
intention of being used for a substantial period
but many of them are short lived due to factors
such as being ineffective or market conditions
and/or competition in the marketplace and
marketing mix.
 ADVERTISING CAMPAIGNS
1. Volkswagen, "Think Small", Doyle Dane Bernbach, 1959
2. Coca-Cola, "The pause that refreshes", D'Arcy Co., 1929
3. Marlboro, The Marlboro Man, Leo Burnett Co., 1955
4. Nike, "Just do it", Wieden & Kennedy, 1988
5. Avis, "We try harder", Doyle Dane Bernbach, 1963
 Advertising Process
• As a pyramidal structure.

Tactics

Creative Execution

Big Idea

Advertising Strategy
 Advertising Process
• Advertising Strategy-Game Plan, Message,
“What” the advertiser proposes to say.
• Big Idea—Idea that advertiser select for
communicating the strategy.(Creative
Concept).
• Creative Execution- Deals with the physical
form of advertisement.
• Tactics-Short term decisions about tangible
tasks related to advertising method, media
Steps in Planning an Advertising
Campaign
 Brand Positioning
• Positioning is the single feature that sets brand
apart from competitors.
• Brand positioning is the sum of all activities that
position the brand in the mind of the customer
relative to its competition.
• “Keller” define brand positioning as an “act of
designing the company’s offering and image to
occupy a distinct place in the mind of the target
market.”
• Brand positioning refers to “target consumer’s”
reason to buy the brand in preference to others.
 Contd….
• Brand Positioning is the key of marketing
strategy.
• A strong brand positioning directs marketing
strategy
– by explaining the brand details
– the uniqueness of brand and it’s similarity with
the competitive brands
– as well as the reasons for buying and using that
specific brand.
 Brand positioning must make sure
that:
• Is it unique/distinctive vs. competitors ?
• Is it significant and encouraging to the niche market ?
• Is it appropriate to all major geographic markets and
businesses ?
• Is the proposition validated with unique, appropriate
and original products ?
• Is it sustainable - can it be delivered constantly across
all points of contact with the consumer ?
• Is it helpful for organization to achieve its financial
goals ?
• Is it able to support and boost up the organization ?
 Positioning Errors
• Under positioning- This is a scenario in which a
product has failed to communicate a clear
positioning to the end-consumer.
• Over positioning- This is a scenario in which the
customers have too narrow image of the brand.
• Confused positioning- a brand will create too
many associations with the product or will
reposition the brand very frequently.
• Doubtful Positioning- This is a scenario in which
brand claiming a benefit that customers will
doubt that brand can actually deliver.
Examples
 Brand Positioning Strategy Process
• Evaluate current positioning of products in
the marketplace with regard to consumer
insight
• Mapping of competitors & their values/brand
benefits in target market
• Understand how each competitor is
positioning their brand
• Create uniqueness of the brand & compare
with competition
 Contd…
• Develop a distinct and value-based positioning
idea which needs to be realistic & emotional
connected with customers.
• Design a simple, clear & non confusing brand
positioning statement along with brand
promise to customers.
• Understand the perception pattern of the
brand & evaluate whether its in line to crafted
positioning strategy.
 Brand Positioning Strategies
• According to David Aaker and J Gary following
are the brand positioning strategies:
– 1) Attributes/Benefits – setting the brand apart
from competition using specific characteristics or
benefits offered.
– Marketers attempt to identify salient benefits that
are important to customers in their purchase
decisions.
 Positioning based on Benefits
• Functional: It is all about how the brand's
functional benefits are conveyed.
• Emotional : It is all about how the customer
feels about the brand.
 Contd…
– 2) Price/Quality – using price as characteristic of
the brand. High quality/image pricing can be used
as well as value pricing which reflects a very
competitive price.
3) Positioning based on Time of Use &
Usage Occasion
 Contd…
– 4) Use/Application – associate the brand with a
specific use. This approach can also be effective way
to expand usage of a product.
 Contd…
– 5) Product Class – competition can come from
outside the product class whereby a product is
positioned against another product category
– The product is positioned against others that, while
not exactly the same, provide the same class of
benefits.
 Contd…
– 6) Product User – associating a brand with a type
of person or group that uses a product or service.
– Krack Cream, Colgate Whitening Toothpaste
 Contd…
– 7) Competitor – positioning a company or brand
against a competitor. Often another form of
positioning is used as well to differentiate the
brand.
 Contd…..
– 8) Cultural Symbols – use symbols that have acquired
cultural meaning and associating a brand with these
symbols to differentiate it from competitors
 Repositioning
• Aaker and Myers added one more approach
• Brand repositioning is when a company
changes a brand's status in the marketplace
and usually occurs because of stagnant or
declining sales
• This includes changes to the marketing mix,
such as product, place, price and promotion
• Repositioning is done to keep up with
consumer wants and needs
 Strategies
• Consumer engagement - People want to be
involved with the brand.
• They want to feel like they belong.
• To make this happen, businesses have to work
to customize the products to fit consumer
needs.
Cadbury Dairy Milk “Thanks a
Million” Program
 Contd…..
• Identity - The most important aspect of
building a brand is to give the company an
identity.
• The brand is tied together through the logo,
slogan, color scheme, marketing materials,
employees, etc.
• Everything about the company should tie
together and provide a unified identity that
the consumer can understand.
Horlicks has undergone changes to its logo and packaging to adopt a unified
identity across its product portfolio.
 Contd….
• Spirit of giving - The world is starting to
expect businesses to be socially responsible
and embrace the spirit of giving.
• Social responsibility is an organization's
obligation to better the welfare of society.
• To utilize this strategy the company can
include its partnership with charities in its
advertising.
 Unique Selling Proposition (USP)
• The Unique Selling Proposition (USP)
or Unique Selling Point is a marketing concept
first proposed as a theory to explain a pattern
in successful advertising campaigns of the
early 1940s.
• The USP states that such campaigns made
unique propositions to customers that
convinced them to switch brands.
 Definition
• The term was developed by television advertising
pioneer Rosser Reeves of Ted Bates & Company.
• A unique selling proposition (USP) refers to the unique
benefit exhibited by a company, service, product or
brand that enables it to stand out from competitors.
• The unique selling proposition must be a feature that
highlights product benefits that are meaningful to
consumers.
• According to Dr. James Blythe, the USP "contains the
one feature of the product that most stands out as
different from the competition, and is usually a feature
that conveys unique benefits to the consumer.“
• Communicating the USP is a key element of branding.
Examples
 Steps in creation of USP
1) Understanding target audience
• What do you know about your target
audience and why they buy items from the
market you are operating in?
• What needs do those items meet for them?
• In other words, are they looking for a time
saving, some expertise, a trustworthy supplier,
or something else?
 Steps in creation of USP
2) What is brands’ competitive
advantage?
• Pull out one or two things that believe the
brand is really good at.
• List out the competitors and see which needs
they are meeting
• Evaluate how well they meet those needs
 Steps in creation of USP
3) Testing and refining USP
• Come up with a strong statement that conveys
your USP.
• Talk to five or ten potential customers to get
their feedback on the different ways of brand
is positioned.
 Steps in creation of USP
4) Communicate USP
• Getting the message right
• Use a tagline
 Examples of strong USP’s
• Head and Shoulders – A brand that has
become synonymous with anti-dandruff,
Proctor and Gamble owned Head and
Shoulder has become “the” Anti dandruff
brand of shampoo. Its USP is simply what the
product does, but it is unique to the market
place.
 Examples of strong USP’s
• Sensodyne – Another household brand Known for its
USP of being designed specifically for people with
sensitive teeth. Its USP may be simple but it fills a need
for the consumer that is not available in any other
product.
• Cadbury’s – A brand who’s USP is its heritage. The
chocolate makers have been around since 1824, and
have become one of the most popular brands in the
UK.
• IKEA – The king of flat pack furniture is USP is centered
around being affordable and stylish. Its Flat pack DIY
angle is another key selling point for the company.
 Brand Image
• Brand Image is how customers think of a brand.
• It can be defined as the perception of the
brand in the minds of the customers.
• Brand image develops over time.
• The customers form an image based on their
interactions and experience with the brand.
• These interactions take place in many forms and
not necessarily involve the purchase or use of
products and service.
 Definition
• Brand Image is an aggregate of beliefs, ideas,
and impressions that a customer holds
regarding the brand.
• A brand can be perceived differently by
different customers.
• Hence, the formation of a consistent brand
image is a huge task for any business.
 Importance of Brand Image
• More profits as new customers are attracted
towards the brand.
• Easy to introduce new products under the
same brand.
• Boosts the confidence of existing customers.
Helps in retaining them.
• Better Business-Customer relationship.
Cycle of Brand Image
 Cycle of Brand Image
• The figure above shows the cycle how brand
identity converts into brand image and comes
back to the company itself.
• If brand identity is in sync with the image the
customer comes back to the company.
 Factors Contributing to Brand Image
• Quality of the Product/service
• Usability of the Product/service
• Perceived value
• Some association like a celebrity with positive
impact
• Durability
 Creation of Brand Image
• Identify Key Audiences
• Determine Critical Business Goals
• Define Brand Persona: A brand persona is a
collection of personality traits, attitudes and
values that brand showcases on a regular
basis to help connect with a certain audience
segment. A brand persona can be a person,
character/mascot or idea.
• Develop Key Messaging
 Brand Image Creation through
Advertising
• Brand image is developed overtime through
advertising campaigns with a consistent
theme, and is authenticated through the
consumers' direct experience.
• Advertising has a central role to play in
developing brand image, whether at the
corporate, retail or product level.
• It informs consumers of the functional
capabilities of the brand while simultaneously
infusing the brand with symbolic values and
meanings relevant to the consumer.
 Advertisements help in building
brands in the following ways
• Building brand salience: It helps to recall
through aided awareness
• Building brand appeal: It increases the
frequency of trials by new consumers and
reinforces existing consumers to use the
product
• Building brand imagery: Imbues the brand
with symbols and values that relevant to the
customers.
 Media & Advertising
• Media is intended to reach and address a
large target group or audience
• It is the way messages are delivered to target
audience and back to companies
• Offer opportunities for engagement, connect
brand with audience, touch their emotions
and also engage their minds
 Media
• Refers to vehicle or means of message delivery
system to carry an ad message to a targeted
audience
• Main task of media planners is to select the
most appropriate media channels that can
effectively communicate the advertising
message to a targeted audience
 Media Planning
• Media planning is the process of identifying and
selecting media outlets – mainly newspapers,
magazines, websites, TV and radio stations, and
outdoor placement – in which to place paid
advertisements.
• The person responsible for evaluating the many
media options and strategizing campaigns to
support a particular product, service, or brand is
called a media planner.
• Eg: Mindshare Fulcrum for HUL, Facebook, Ford,
Pepsi
 Role of Media Planner
• Select the most appropriate media channels
that can effectively communicate the
advertising message to a targeted audience
• Essential for media planners to:
• Keep up with latest media trends
• Determine long and short term effects of
different media
• Analyse strengths and weaknesses of different
media
 Factors determining Media Selection
1. Nature of product 6. Advertising Budget
2. Market requirements 7. Competitors Choices
3. Advertising Objectives 8. Media availability
4. Distribution Strategy 9. Penetration
5. Nature of message and 10. Size and nature of
appeal business
 Types of Media/Media Classification
& Advertising
• Media can be classified into 4 types:
• Print Media: Newspaper, Magazines, Books,
Brochures
• Broadcast Media: Television, Radio, Satellites,
Movies, Mobile Phone
• Outdoor or Out of Home (OOH) Media
• Internet/Digital Media
 Media planning
• Media planning in advertising is the making of
decisions to deliver a message to the target
audience.
 Steps in Media Planning
• Market analysis
• Establishing the media objective
• Setting the strategy
• Implementation
• Evaluation and follow-up
 Answer this question
• Develop a media plan to promote broadband
service in Indian market (Based on steps given
in previous slide). Make necessary
assumptions
• For detailed notes refer Moodle
 Functions of Advertising
• Communicating a brand’s identity
• Supplying information to consumers
• Persuade customers to go for products
• Generating demand
• Pricing
• Customer base
• Previewing New Trends
Pros/Benefits/Importance/Advantages
of Advertising
• Benefits to Manufacturer
• Benefits to Retailer
• Benefits to Consumer
• Benefits to Society
 Benefits to Manufacturer
• Create awareness about • Creates pressure on
new product retailer to stock the goods
• Increase in demand with huge demand
• Mass production needs • Communicate the
mass-selling which is positioning of brand
made possible by • Information about price
advertising and place
• Create and maintain • Protects against unfair
demand and reduce competition
seasonal slumps in • Builds brand image
business
 Benefits to Retailer
• Quickens turnover, • Can anticipate the sales
reduce risk of dead and plan stock
stock and reduce • Draws the customers to
overhead expenses. shop
• Advertising stabilizes • Retailer can easily
price and thus avoids inform the customers
loss to retailer through
change in price
• Avoids “price wars”
 Benefits to Consumer
• Acts as an information • Assurance of quality
service and price
• Educates the consumer • Safe and effective use of
• Wide choice products
• Convenience • Reduces the role of
• Comparison of similar middlemen
products
 Benefits to Society
• Employment generation
• High standard of living
• Higher quality products
• More variety of products
 Cons/Disadvantages of Advertising
Economic Disadvantages
Social Disadvantages
• Unproductive • False claims
• Costly • Undue influence of media
• Increase price of goods • Misleads the customers
• Increase of expenditure
 Contd….
Ethical Disadvantages

• Attracts people to harmful products

• Subliminal advertisements
• Obscene advertisements
 Classifications of Advertising
• By Medium
• By Target audience
– Print
– Consumer
– Broadcast
– Business
– Out-of-home
• By Geography – Direct Mail
– Retail
• By Product
– National
– Informative
– International
– Persuasive
– Reminder
 Celebrity Advertising
• Using Celebrities to promote products.
 Advantages of Celebrity Advertising
• Familiarity
• Credibility
• Gestalt Perception
• Differentiation
• Relevance
 Disadvantages
• Short lifecycle
• Bad press
• Expensive
• Price Fallacy
• Celebrity tantrums
• Multiple endorsements
• Lack of credibility
• Vampiring
• Shifting loyalties
 Tips on Celebrity Advertisement
• Catch them young
• Ensure sustainable strategy
• Choose the right celebrity and wisely
 Assignment 2
• Submit a written assignment on Celebrity
Endorsements by including the following:
• Is it ethical? Or Unethical?
• When it becomes unethical?
• Unethical aspects of Celebrity Endorsement
• Should celebrities be more responsible when
they endorse products?
• What are endorser’s ethical dilemmas?
• Date of submission : September 4th 2019