Advertising

Strategy
Form
Inside-out
advertising
strategy
form
 Step one:

the problem

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 1. The Key fact

2. The marketing problem advertising can

solve
 Step two:

the creative
strategy

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1. What is the product? or service?

a. In reality? b. As perceived?
 2. Who are the prospects?

a.geographics b.demographics

c.psychographics d.media patterns

e. buying/use patterns
3. Who is the principal competition?
4. What is the competitive consumer benefit?
5. What is the support for the benefit?
The reason why?
6. The target market incentive statement
7. What is the tone of the advertising?
8. What is the communication objective?
a. What is the main b. What action should
point? be taken?
9. Mandatory or legal requirements
Outside-in
advertising
strategy
form
 Step one:
“
understand the
consumer
Target buying incentive

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1. How does this group perceive the
products in the category?

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2. What do they buy now? How do they buy
and use the product(s)?

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 3. What are their lifestyles,
psychographics, attitude toward the
category?

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4. What is the key group insight?

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 5. What does the group want from the
product category that they are not now
getting?

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 “
Step two:

make sure the

product fits the
group
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1. What is the reality of the product?
a. what’s in it? b. Why is it different?

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 2. How does the consumer perceive the
product?
a. How does it look, feel, b. How does the consumer
taste, etc. ? perceive the company behind
the product?

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“
Step three:

know your
competition

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1. What is the network, the competitive
frame? Why?

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2. What do competitors now communicate
to the consumer?

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3. How are the competitors perceived by
the consumer?

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4. How will competition retaliate against
our program?

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5. How vulnerable is the competition?
From whom will we take business?

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 Step four:

“
find out the
competitive
consumer benefit
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1. There must be a benefit – that solves a
consumer problem or betters the
consumer’s way of life.

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2. There must be one benefit

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3. The benefit must be competitive, “better
than” the competitive frame.

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4. It must not be a slogan or ad phrase.

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5. It must be one sentence: for example,
“Sanka tastes better than any other
instant coffee.”

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 Step five:

“
make the benefit
believable to the
consumer
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1. Why should consumers use this
product?

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2. Perceptual support

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3. Communication support

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 Step six:

“d e c i d e t h e
personality of the
brand
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 1. What unique personality will help you
further define the product and discretely
differentiate it from the competitive
frame?

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 “
set communication/
action objectives

Step seven: 43
1. What main point do we want the
consumer to take away from the
communication?

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2. What action do we want the consumer to
take as a result of the communication?
a. Try product?

b. Send for more information?

c. Use product more often?

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 “
state the desired
perceptual effect

Step eight: 46