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BMC 401

WK 6 October 10th

CONTENT AND EXECUTIONAL FACTORS

Content & Executional Factors


Has to do with how advertising strategy planning and organization is achieved Marks the meeting point of advertising theory & its practice

BMC 401

Ultimate objective of advertising in the commercial context is the achievement of specific marketing objectives Advertising objectives can have multiple objectives;
i. Attainment of business & financial goals ii. Moving the target audience through certain steps in conventional hierarchy of effects models Norms of evaluation may, however, differ from one campaign to another

Strategic Approach
Advertising follows the following Strategic Approach;
Corporate / Business Goals Marketing Objectives

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Advertising Objectives

Advertising Strategy

Advertising Planning

Formulation of Advertising Programmes

Setting Advertising Objectives


Advertising Objectives are set through;
I. Market Segmentation

BMC 401
Defining & identifying target markets through a continuous exercise. Notes changes in consumer types, buyer behaviour, socio-economic & environmental parameters Analysis of factors into buying decisions. Also knowledge of individual attitudinal characteristics, decision makers & influencers Giving product distinct form or special service contributing to sales. Also perception of the product in the minds of the consumer Assessment of market situation, competition, price, distribution channels, incentives etc. Consideration given to time period upon which ad objectives are confined

II. Buyer Behaviour

III. Product Personality & Perceptions

IV. Situational Factors

V. Benchmarks & Norms of Measurement

Advertising track check list. Combines the sales and marketing objectives for the achievement of which the advertising is designed & communication objectives

Advertising Strategy

BMC 401

Strategy provides the link between advertising objectives & plans and paves the ground for their implementation Important in prioritizing various objectives Takes into account attitudinal framework as well as corporate & marketing goals, market situation & characteristics

Marketing Framework Affecting Advertising Strategy


1. Companys standing, its strengths and weaknesses 2. Product history and its life cycle stage 3. Positioning of the product indicated by perceptual mapping 4. Existing and anticipated competition 5. Support needed by sales force & distribution channels

BMC 401

6. Appropriation for advertising against background of companys financial planning & constraints 7. Availability of media vis--vis the target audience 8. The total promotional package including sales promotion at the dealer and consumer level

Advertising Situations
The situations in which advertising may be required include;

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1) Product Market variations (Consumer expectations change so ads created to keep up with
their pace)

2) Upgrading a product 3) New application, usage or benefit of a product 4) Special offers 5) Change in brand name 6) Competition 7) Distribution & service 8) Institutional advertising 9) Seasonal products 10) Raising capital 11) Technology & other inputs 12) Recruitment 13) Memberships & programmes

Creative Execution Methods Employed In Ad Creation

BMC 401

Creative execution refers to the manner in which an advertising appeal is carried out or presented.

A particular advertising appeal can be executed in a variety of ways and a particular means of execution can be applied to a variety of advertising appeals.

Commonly Used Advertising Execution Techniques

BMC 401

1. Straight-sell or factual message this type of execution relies on a straightforward presentation of information about the product or service such as specific attributes or benefits. 2. Scientific/technical evidence a variation of the straight sell where scientific or technical evidence or information is presented in the ad to support a claim. 3. Demonstration this type of execution is designed to illustrate the key advantages or benefits of a product or service by showing it in actual use or in some contrived or staged situation. 4. Comparison this type of execution involves a direct or indirect comparison of a brand against the competition. 5. Testimonials many advertisers present their advertising messages in the form of a testimonial whereby a person speak on behalf of the product or service based on his or her personal use of and/or experiences with it.

Commonly Used Advertising Execution Techniques

BMC 401

6. Slice of life this type of execution is often based on a problem/solution type of format. The ad attempts to portray a real-life situation involving a problem, conflict or situation consumers may face in their daily lives. The ad then focuses on showing how the advertiser's product or service can resolve the problem. Slice-of-life executions are also becoming very common in business-to-business advertising as companies use this approach to demonstrate how their products and services can be used to solve business problems. 7. Animation this technique uses animated characters or scenes drawn by artists or on computer. Animation is often used as an execution technique for advertising targeted at children. 8. Personality symbol this type of execution involves the use of a central character or personality symbol to deliver the advertising message and with which the product or service can be identified. The personality symbol can take the form of a person who is used as a spokesperson, animated characters or even animals {think Mr. Beaver for Colgate or Wahu in Rexonas Ad campaign}.

Commonly Used Advertising Execution Techniques

BMC 401

9. Fantasy this type of appeal is often used for image advertising by showing an imaginary situation or illusion involving a consumer and the product or service. Cosmetic companies often use fantasy executions although the technique has also been used in advertising for other products such as automobiles and carbonated soft drinks {Coca Colas Keynan World Cup Football TVC Campaign}. 10. Dramatization this execution technique creates a suspenseful situation or scenario in the form of a short story. Dramatizations often use the problem/solution approach as they show how the advertised brand can help resolve a problem. 11. Humor humor can be used as the basis for an advertising appeal. However, humor can also be used as a way of executing the message and presenting other types of advertising appeals. 12. Combinations many of these execution techniques can be combined in presenting an advertising message. For example, slice-of-life ads are often used to demonstrate a product or make brand comparisons.