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Strategic Advertising Management

Chapter 5: The Strategic Planning
Process
 Introduction

Regardless how an advertising message is

delivered, it must be adressed to the
appropriate target audience:
-The message must be adapted to the target
audience’s involvement with the purchase and
the motivation driving the brand decision
-Firms must know where in the decision
process, the message is most likely to have a
positive impact.

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Introduction

- It must reflect a positioning that links the brand to

the appropriate need and a key benefit that is
important to the target audience- one that they feel
the brand can or does deliver to create a positive
brand attitude.
- The execution must be based upon the positioning
and reflect the correct brand awareness and brand
attitude objective- and media selected to deliver it
must be consistent with the processing
requirements of these objectives.

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Marketig consistency

• Importance of reviewing the marketing plan to

achieve consistency
• For any company, the brand is the most important
asset because it is its business personified. The
way the organization looks, sounds and acts
directly impacts how current and prospective
customers perceive the business.
• Many factors contribute to a brand’s success, but
perhaps one of the most valuable is content
consistency. 
 Marketing consistency

• Brand and marketing consistency is all

about bringing a specific feeling to the
customers through the messaging that
remains the same across all the channels and
assets, while also keeping up
a consistent and reliable stream of content.
• using the same colors, style, logos, the tone
of voice, .

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Marketing consistency

• For example, let’s say a firm as specialized in

selling healthy and vegetarian sandwichs.
The audience knows that this is the firm’s
expertise. If one day, this firm started
advertising selling chicken-wrapped
sandwichs.

Inconsistency (contradiction)

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Effects of advertising consistency

• Brand Recognition
• Builds Brand Awareness
• Creates Trust
• Makes the brand Memorable
• Increased Revenue

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Brand consistency

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Key Concepts

• The strategic planning process follows five

steps: identifying the target, determining how the
target behaves in the category, looking at the best
way to position the brand in the communication,
developing a communication strategy, and then
setting a media strategy
• Understanding of brand awareness and brand
attitude strategy
Table 5.1: Marketing Background Issues
in Strategic Planning
 Product Description
What are you Marketing? (and to whom?)
•Understandable to the Company, may not be clear
to the Target Market.
•Write down the description of the product or service
to be advertised or promoted in such way that
someone totally unfamiliar with it will understand
exactly what it is.
•This description then will serve as background for
the creative staff who will be charged with executing
the brand’s marketing communication.
 Example of advertising

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 MacBook pro product description

The product description :

•It’s faster and more powerful than before. It has the happiest,
most colorful Mac notebook display ever. And it features the
Touch Bar—a Multi-Touch enabled strip of glass built into the
keyboard for instant access to the tools you want, right when you
want them. MacBook Pro is built on revolutionary ideas. And it’s
ready for yours.
•Description language: Faster, powerful
•Adverbs: more, most
•Short, attractive sentences (“And it’s ready for yours”),
•Statements attesting to its superiority (“MacBook Pro is built on
revolutionary ideas”).

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Market Assessment
• Overall market assessment should be complete
• In order to increase the chances of successfully positioning
a brand, it is essential to gain knowledge of the particular
market in which the brand competes (market size).
• Information about the market should include:
- How the brand is performing relative to the category
performance?
- What does the market seem to be heading? (market growth)
- Are there any potential innovations or new entries?
 Source of Business
• Where do you expect business to come from?
Consider potential customers and competitors
• There is the choice of attempting to attract non-
customers - customers of competing brands or
new customers to the product category - or try to
increase usage among existing customers of the
brand. However, in the case of entering a new
market, there probably will be no existing
customers.
 Source of Business
• Do we expect to increase the share of the
business by attracting new customers to this
category, or by attracting users of other brands?
• What we should know about the purchase
behaviour of the potential customers?
• To what extent does our brand compete with
products or services outside its category?
 Competitive Evaluation
• Know your competitor: It is fundamental to
examine the competition and how they position
themselves, given that such information can be of
assistance in defining the most advantageous
strategy for a brand.
• It might prove valuable to look into the media and
communication strategy of the competitors, as that
will offer information regarding what benefits they
highlight in their executional approach, which will
provide some understanding of how they would
like to position themselves in the mind of the
consumers
 Competitive Evaluation

•Information about competitors: target customers,

Key features/benefits of products, Price for
products…
•Important to know that who is the competitor in
customer’s mind (brand awareness)
•What are creative strategies of competition?
Table 5.2: The Five-Step Strategic
Planning Process
Step One: Select the Target Audience

Questions to be addressed in planning:

• Where are sales or usage to come from?
• What do we know about the target audience?
• Where does the trade fit in?
Step One: Select the Target Audience
Where are sales or usage to come from?
• the firm must decide if its primary focus should
be users or non users of its brand.
•Communication strategy will differ significantly
depending upon which of these target audience
action objectives is used
•A trial action objective: non user-based target
(users already in the category but not using the
firm’s brand or new category users)
•A repeat purchase objective: user-based target
Step One: Select the Target Audience

•What do we know about the target audience?

•Profiling the target audience (subjective
characteristics – i.e. lifestyle, personality and
values – and objective characteristics – i.e.
demographics and geographics).
•The firm should know the target audience
attitudinal and behavioural patterns
Step One: Select the Target Audience

Where does the trade fit in?

Even if the message is different, the theme, the
look and feel must be consistent with the overall
creative marketing strategy.
The trade can be an initiator or an influencer
 Step Two: Understand Target Audience
Decision-making

Dividing the target audience into customers and

non-customers is not sufficient as a basis for
developing a communication strategy. A more
thorough description of the target audience is
needed
 Step Two: Understand Target Audience
Decision-making

Who we select (existing users or new users)

must be consisted with the brand’s marketing
objectives.
 Step Two: Understand Target Audience
Decision-making

Questions to be addressed in planning:

• Who is involved in the purchase or usage
decision?
• What roles do they play?
• How do they go about it?
• Where can advertising influence the process?
 Step Two: Understand Target Audience
Decision-making
Who is involved in the purchase or usage decision?
- initiators who propose purchase or usage
-influencers who recommend or discourage purchase
usage
-Deciders who make the actual choice
-Purchasers: who make the actual purchase
-Users: who use the product or service
 Step Two: Understand Target Audience
Decision-making

How the consumers make a purchase decision?

How they choose, purchase and use a brand?
In order to implement an appropriate brand
attitude strategy
Design target messages more effectively to the
appropriate audiences in their appropriate role
How best to influence the decision process
positively in order to maximize the opportunity
for the brand to be chosen?
Step Three: Determine the Best Positioning

Question to be addressed in planning:

•. How will the brand be presented to the target audience?

The manager must decide whether to link the brand in

the target audience’s mind to the category need in
which it already see it competing or reposition the brand
by linking it to another category need in which the brand
will have a strong competitive advantage.
Step Three: Determine the Best Positioning

Questions to be addressed in planning:

•. What benefit does the brand offer, or what benefit could it
be seen as offering, that gives the brand a unique advantage
over its competition?
• What do people believe about the brands in the category?
• What is important to them, and which brands deliver on
these important considerations?
Step Four: Develop a Communication Strategy

Questions to be addressed in planning:

• What is the level of category need?
For innovative products, it is impossible to create
interest in a brand of this new product. The firm
must establish the need by introducing the product
category itself to the public.
When a product goes out of fashion for a period of
time, it may be necessary to remind people about
the benefit of this product to generate renewed
interest in this category.
Step Four: Develop a Communication Strategy

Questions to be addressed in planning:

•What type of brand awareness is needed?
• What is the consumer’s level of involvement in
the purchase decision?
• What motivates behaviour in the category?
• Do we need the consumer to ‘act now’?
 Advert I: Birds Eye

Source: Reproduced with kind

permission © Birds Eye
 Advert I: Birds Eye

• This advertising offers a very good example of a category

leader using a category benefit in order to strengthen
demand for the category, in this case frozen food. They
are reminding people of a frozen food benefit by pointing
out that each year 30 per cent of fresh food is thrown
away, but frozen food is not: ‘it would just be thrown in the
freezer’. By making people aware of this, it should help
increase sales of frozen food, and with the increased
category demand, increased sales of the Birds Eye brand.
Again, this makes sense for Birds Eye because of their
doormat position in the category.

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Brand awareness strategy

Always a communication objective, the correct

type of awareness must be selected:
• Recognition awareness when the purchase
decision is generally made at the point-of-
purchase: this means that on mentioning the
category, the customers recognize some brand
from the lists of brands shown; the brand is
presented
•
 Brand awareness strategy

Recall awareness when the brand decision is

made prior to purchase (to measure the brand
recall awareness, we should present the need and
ask for all the brands that come to mind that would
satisfy that need).
If the manager run a chain of Thai restaurants, he
must ask what restaurants come to the customer’s
mind when he wants to eat out at a Thai
restaurant.
 Brand attitude strategy

Brand attitude strategy is based upon how the purchase

or usage decision is made:
• Whether it is low vs high involvement, in terms of
perceived risk
• Whether it is driven by negative or positive reasons
• Strategies associated with negative reasons require
information to help solve or avoid a problem
•Strategies associated with positive reasons must help
transform the consumer
 Advert II: NIKE
The advert for Nike’s Swim brand
shown in Plate II is an excellent
example of a low involvement
decision. The strong image
presents the benefit of low
resistance: ‘water without
resistance’. There is a comparison
with this woman who is swimming
without resisting to water.
Because there is little risk
involved, you can try and see.

Nike water resistant

Source: Reproduced with kind
permission © Nike.
 Advert

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Volkswagen Polo Advertising

• During the decision making process when deciding

whether to buy a car or not, the consumer undergoes
a ‘learn – feel – do’ process. This process suggests
that consumers are more likely to purchase the
product when it is high-involvement if they research
about it first, have the opportunity to test drive the car
and then make the decision to purchase it or not. The
above advertisement for the Volkswagen Polo and
Vento supports this model in the sense that the
advert is offering consumers the opportunity to test
drive the car. 

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Advert III: Philips Bodygroom

The advert for Philips Bodygroom

shown in Plate III offers a very good
example of how to believably present
a brand’s primary benefit for a high
involvement decision. No words are
really necessary. If the product can
remove the ‘fuzz’ from the delicate
skin of a fruit with no nicks or cuts, it
should do the same for you (difficult
operation). Comfort, effectiveness, and
no cuts are all believably implied by
this image, and reflect what people will
be looking for in a product like this.

Source: Philips Bodygroom

advert, 2007, created by DDB.
Reproduced with kind
permission.
 Advert 5: Really Wild Clothing
The promotion for Really Wild Clothing
provides a good job of delivering retailer
brand awareness, and with a strong and
appropriate visual image. It helps build
positive attitudes not only for their clothing,
but also for the image of their retail store.
The visual clearly contributes to a positive
emotional response, important for
transformational brand attitude strategy. If
you look at the copy: ‘contact us at our
flagship store’, ‘visit us at our new on-line
shop’, and a special offer of a Really Wild T-
shirt for ordering on-line. Clearly these are
all promotion-like messages designed to
encourage immediate action, including the
offer of a premium. This is what makes this
a promotion.
 Step Five: Set a Media Strategy

Questions to be addressed in planning:

• What is the best medium for delivering the
creative message?
• What media are consistent with the
communication objectives?
Table 5.3: Fundamental Strategic Differences
between Direct Marketing and Advertising
 Responding to advertising and
promotion
• 1/ Exposure: the propective buyer must be exposed to
the advertising message (multiple exposure for the
advertising; repeated adevertising, single exposute for
the promotion)
- The ad message must be placed somewhere that the
prospective byer can see, hear or read it.

- Example: assuming that a customer watch TV

occasionally, he has probably paid attention to at least
some parts of at least one of the advertising for
Nescafé.

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Responding to advertising and
promotion
- Timing is an important part of advertising.
A perfect message reaching the perfect audience
will be meaningless if the timing is off.
- An ad for the newest toy of the Christmas season
isn’t going to be as effective on January 5th.
- Timing is crucial to the success of TV advertising
campaigns, so it’s worth doing or reading
research into when the optimum time to advertise
will be for your business.

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Responding to advertising and
promotion
• Ramadan is Arab countries' biggest
advertising season. TV consumption goes up,
and with it, TV advertising budgets.
• If days are spent fasting and in spiritual
contemplation, then the evenings and
weekends represent an unprecedented
opportunity to capture the attention of
consumers.
• Advertising in football match’s half-time

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Responding to advertising and
promotion
• 2/ Processing: the propective buyer must
process (respond to) one or more elements in
the advertising if it is to have an effect.
- Processing the message consists of
immediate responses to the various elements
in the advert (words and pictures). First,
come attention, then learning and in some
case acceptance. Emotional responses will
also be part of processing.

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Responding to advertising and
promotion
• If the customer is exposed to advertising,
processing, sooner or later, he will paid
attention to an advetising of Nescafé or see
one of the print adverts;

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Responding to advertising and
promotion
• 3/ Communication effects:
- Brand awareness
- Brand attitude
- Category need
- Brand purshase intention

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Responding to advertising and
promotion
- If the customer has learned the brand name
from the advertising and remembered what
the brand’s package looks like= Brand
awareness
- If he has formed an opinion for or against =
Brand attitude

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Responding to advertising and
promotion
• 3/ Action: if the advertising has been correctly
processed, the resulting communication effect
associated with the brand will lead to a particular
response when a member of the target audience
decides wether or not to take action as a result
of the message such as purchasing the brand
(buyer behaviour)
• Purshasing= positive behavioural response

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

Box 5.2: Questions Managers Must Ask when
Considering Direct Marketing

• Does direct marketing make sense given the brand’s

communication objectives?

• Is there a good database available for the target audience?

• How will you deliver the message?

 Box 5.3: Four Basic Types of Direct
Marketing Media

• Direct Mail
• Telemarketing
• Mass Media
• Interactive
 Direct Mail

Direct-mail advertising is the process of sending offers or

promotions by mail to current customers or other consumers.
Direct-mail advertising pieces often include a sales letter,
brochure, order form and prepaid envelope.
Direct Mail
 Telemarketing

Telemarketing is a method of direct marketing in

which a salesperson solicits prospective customers to
buy products or services, either over the phone or
through a subsequent face to face or web
conferencing appointment scheduled during the call.
Telemarketing
 Mass Media

Mass media is communication—whether written,

broadcast, or spoken—that reaches a large audience.
This includes television, radio, advertising, movies, the
Internet, newspapers, magazines
Mass Media
 Interactive

Interactive advertising uses online or offline

interactive media to communicate with consumers
and to promote products, brands, services
Interactive