Advertising Tactics For Small Businesses

Customizing Advertising Tactics
For Small And Medium Enterprises
Rohit
Advertising Tactics For Small And Shrivastava
Medium - December 26, 2003
Enterprises
Contents
• Why Advertise
• Who is the customer
• How does the customer ‘buy’
• Positioning the brand
• Conceptualizing a creative strategy
• Planning media
Advertising Tactics For Small And Medium Enterprises

Contents
• Why Advertise
• Planning media

What is the objective of my advertising
• Category and market growth
• Increasing market share
• Consolidation of market share
• Increasing price differentials and margins
• Decreasing price differentials and margins
• Or ……

Is it …
New Products
Diversification
Existing Markets New Markets
Expansion
Existing Products
Within Which ….
• Brand Awareness
• Brand Recognition
• Brand Attitude
– Positive
– Neutral
– Negative
• Brand Recall

Contents
• Why Advertise
• Planning media

Who Am I Selling To
• New Category User (NCU)
• Brand Switchers (BS)
• Brand Loyal (BL)
• Other Brand Loyal (OBL)

Contents
• Why Advertise
• Planning media

Fundamentals Of Buying
High Involvement
Informational Transformational
Low Involvement
Buyer Behavior Sequencing Model
Need Arousal Information Search Influencer Decision Purchase Usage
Who
Where
When
How

Identifying The Demographics
Who
Where
When
How

Identifying The Psychographics
Who
Where
When
How

Identifying The Media Exposure Strategy
Who
Where
When
How

Identifying The Creative Content
Who
Where
When
How

Identifying The Purchase Cycle Time
Who
Where
When
How

Contents
• Why Advertise
• Planning media

Kapferer’s Brand Identity Prism
External Parameters Sender Internal Parameters
Physique Personality
Relationship Culture
Reflection Self Image
Receiver

Kapferer’s Brand Identity Prism - IBM
All data processing systems Confident
IBM Core
Values & Big business, Ivy League,
Security, Reassurance East coast, Wall Street
Benefits
Those who take business seriously I am a professional
Receiver

Kapferer’s Brand Identity Prism - Apple
Microcomputers, Easy access, Intelligent, Creative, Cool

Graphics
Apple Core
Values & Challenge the
Liberation, Friendly establishment, California
Benefits
Young minded, autonomous Self-enhancement
Receiver

Positioning Is A Case Of Warfare
• Defensive
• Offensive
• Flanking
• Guerrilla

Defensive Positioning
• Best defense is attack on one's own self
• Only for the market leader
• Look out for strong competitive moves

Offensive Positioning
• The main consideration is the market leaders' strong
points
• Focus on market leader's weakness
• Launch concentrated onslaughts
• For the # 2 & # 3 players

Flanking Positioning
• Always flank on an uncontested positioning platform
• Tactical surprise is an important element
• Pursuit is as critical as the attack

But, Most Of Us Are Guerrillas
• Find a segment small enough to defend
• Do not behave like the ‘biggies’
• Be prepared to move out at a short notice

Contents
• Why Advertise
• Planning media

Buying Categories – Informational / LI
High Involvement
• Asprin
• Basic Detergents
• Basic soaps
• Industrial Consumables
Low Involvement
Buying Categories – Creative
Implications High Involvement
• Use simple problem solution format
• It is not essential for people to like
the creative
• Focus on only one or two benefits
• Always over claim
• Repetition helps Low Involvement
Buying Categories – Transformational /
LI High Involvement
• Confectionaries
• Basic Cosmetics
• Soft Drinks
Low Involvement
• Emotional authenticity is the key
• Execution of the emotion must be
unique to the brand
• The audience must like the creative
• Benefit is implicit
• Repetition helps
Low Involvement
Buying Categories – Informational / HI
High Involvement
• Insurance
• Banking
• Industrial Projects
• Healthcare
Low Involvement
• Correct emotional portrayal is essential in
early stages of PLC
• The audience must accept the main points of
the ad, but need not like the creative
• Initial attitude towards the brand is critical
• Claims must be acceptable
Low Involvement
Buying Categories – Transformational /
HI High Involvement
• High Fashion
• Luxury Cars
• Vacations
Low Involvement
• Emotional authenticity is paramount and
must be tailored to lifestyles
• People must personally identify with the
brand and like the creative
• Over claiming is recommended, never under
claim
Low Involvement
Contents
• Why Advertise
• Planning media

The Media Bubble
Continuity Reach
Budget $
Minimum Effective Frequency (MEF)

The Media Bubble - Continuity
How many purchase cycles do I cover
Continuity Reach
Budget $

The Media Bubble - Reach
How much of
my target
audience do I
cover
Continuity Reach
Budget $

The Media Bubble - MEF
How much of
my target
audience do I
cover
Continuity Reach
Budget $
At what level do I
advertise / How
much do I
advertise – during
one purchase
cycle to obtain my
desired results

MEF = 1 + VA (1,2)[TA + BA + BATT – PI]
Where –
VA is ‘Vehicle Attention Correction Factor’ (1 for high attention

vehicles, 2 for low attention vehicles)
TA is ‘Target Audience Correction Factor’
BA is ‘Brand Awareness Correction Factor’
BATT is ‘Brand Attitude Correction Factor’
PI is ‘Personal Influence Correction Factor’ (> 0.25 = 1, < 0.25 = 0)

MEF Calculation Tables

MEF Unit Adjustments - TV

MEF Unit Adjustment - Radio

MEF Unit Adjustment – Newspaper

MEF Unit Adjustment – Magazines

MEF Unit Adjustment – Industrial &
Business Magazines

Thank You

Advertising Tactics For Small Businesses

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Customizing Advertising Tactics

For Small And Medium Enterprises

Advertising Tactics For Small And Medium Enterprises

Advertising Tactics For Small And Medium Enterprises

Advertising Tactics For Small And Medium Enterprises

Existing Markets New Markets

Advertising Tactics For Small And Medium Enterprises

Advertising Tactics For Small And Medium Enterprises

Advertising Tactics For Small And Medium Enterprises

Advertising Tactics For Small And Medium Enterprises

Need Arousal Information Search Influencer Decision Purchase Usage

Advertising Tactics For Small And Medium Enterprises

Need Arousal Information Search Influencer Decision Purchase Usage

Advertising Tactics For Small And Medium Enterprises

Need Arousal Information Search Influencer Decision Purchase Usage

Advertising Tactics For Small And Medium Enterprises

Need Arousal Information Search Influencer Decision Purchase Usage

Advertising Tactics For Small And Medium Enterprises

Need Arousal Information Search Influencer Decision Purchase Usage

Advertising Tactics For Small And Medium Enterprises

Need Arousal Information Search Influencer Decision Purchase Usage

Advertising Tactics For Small And Medium Enterprises

Advertising Tactics For Small And Medium Enterprises

Reflection Self Image

Advertising Tactics For Small And Medium Enterprises

All data processing systems Confident

Reflection Self Image

Those who take business seriously I am a professional

Advertising Tactics For Small And Medium Enterprises

Microcomputers, Easy access, Intelligent, Creative, Cool

Reflection Self Image

Young minded, autonomous Self-enhancement

Advertising Tactics For Small And Medium Enterprises

Advertising Tactics For Small And Medium Enterprises

Advertising Tactics For Small And Medium Enterprises

Advertising Tactics For Small And Medium Enterprises

Advertising Tactics For Small And Medium Enterprises

Advertising Tactics For Small And Medium Enterprises

Advertising Tactics For Small And Medium Enterprises

Advertising Tactics For Small And Medium Enterprises

Minimum Effective Frequency (MEF)

Advertising Tactics For Small And Medium Enterprises

How many purchase cycles do I cover

Minimum Effective Frequency (MEF)

Advertising Tactics For Small And Medium Enterprises

Minimum Effective Frequency (MEF)

Advertising Tactics For Small And Medium Enterprises

Advertising Tactics For Small And Medium Enterprises

VA is ‘Vehicle Attention Correction Factor’ (1 for high attention

TA is ‘Target Audience Correction Factor’

BA is ‘Brand Awareness Correction Factor’

BATT is ‘Brand Attitude Correction Factor’

PI is ‘Personal Influence Correction Factor’ (> 0.25 = 1, < 0.25 = 0)

Advertising Tactics For Small And Medium Enterprises

Advertising Tactics For Small And Medium Enterprises

Advertising Tactics For Small And Medium Enterprises

Advertising Tactics For Small And Medium Enterprises

Advertising Tactics For Small And Medium Enterprises

Advertising Tactics For Small And Medium Enterprises

Advertising Tactics For Small And Medium Enterprises

Advertising Tactics For Small And Medium Enterprises

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