Topic Advertising Strategy and Implementation

Topics: Advertising Pages: 13 (1236 words) Published: August 18, 2015
7209MKT: IMC

Advertising strategy and implementation

1

LEARNING OBJECTIVES
• After studying this chapter you should
understand and be able to explain:
1 The role of advertising agencies and the
relationship between agency and client.
2 The features of effective advertising.
3 The alternative styles of creative
advertising.

2

LEARNING OBJECTIVES
4 The concept of means–end chains and
their role in formulating advertising
strategy.
5 Corporate image and issue advertising
(inc. the roles of endorsers, humour,
fear, and guilt in advertising).

3

ADVERTISING AGENCY
ORGANISATION
Creative services

Media services

Research services

• Develop
advertising copy
and campaigns.

• Select the best
advertising
media.

• Study
consumers’
buying habits,
purchase
preferences and
responsiveness.

4

Account
management
• Links the
agency with the
client.

CONSTRUCTING A CREATIVE
BRIEF
1. What is the background to this job?
2. What is the strategy?
3. What is our task on this job?
4. What is the corporate and/or brand positioning?
5. What are the client’s objectives for this job?
6. Who is the target audience?
5

CONSTRUCTING A CREATIVE
BRIEF (CONT.)
7. What does the target audience currently think/feel?
8. What do we want the target audience to think/feel?
9. What do we want the target audience to do?
10. What is the single-minded proposition?
11. Why should the target audience believe this proposition? 12. How should we speak to them?
6

CREATIVE STRATEGIES
Functional Orientation
• Unique selling
proposition

Symbolic/Experiential
Orientation
• Brand image

Category–Dominance
Orientation
• Generic

• Resonance

Pre-emptive

• Emotional

USP STRATEGY

Source: www.phillips.com.au

BRAND IMAGE STRATEGY

Source: http://www.vivrocks.com/inspirational-designs/ads-are-mad-episode-1-25-absolutely-brilliant-absolut-vodka-print-ads/

RESONANCE & EMOTIONAL
STRATEGIES

Source: www.kingfurniture.com.au

Source: http://quitnow.gov.au/internet/quitnow/publishing.nsf/Content/mta-2012-13

GENERIC & PRE-EMPTIVE
STRATEGIES

Source:
http://static4.businessinsider.com/image/4c6a9e327f8b9a7
30db40100-1200/diamonds-didnt-always-mean-forever.jpg

11

Source: www.woolworthslimited.com.au

UNIQUE SELLING PROPOSITION
STRATEGY
• Advertiser claims are based on the superiority of
a product attribute that is unique and represents
a meaningful and distinctive consumer benefit.
• This strategy is most useful when point of
difference cannot be readily matched by
competitors.
• It may force competitors to imitate or choose a
more aggressive strategy.

12

BRAND IMAGE STRATEGY
• Claims are based on psychosocial
differentiation and symbolic association.
• A brand is given a distinct identity or
personality, particularly in homogeneous
product categories.
• This strategy most often involves prestige
claims; it rarely challenges competition directly.

13

BRAND IMAGE STRATEGY (CONT.)
• Brand image advertising can also be
described as transformational advertising.
– It associates the brand with a unique set of
psychosocial characteristics with which it
would not be typically associated to the same
degree without exposure to the ad.
– It endows brand usage with a particular
experience that differs from similar brands.

14

RESONANCE AND EMOTIONAL
STRATEGIES
Resonance strategy
• A campaign that resonates (or reflects) the audience’s life experiences and prevailing consumer values and lifestyle
orientation.
• Attempts to match ‘patterns’ in an ad with the target audience’s stored experiences.

Emotional strategy
• Attempts to reach consumers at a visceral level.
• Plays on both positive and negative emotions.
15

MEANS-END
CHAINING
Attributes

Consequences

Values

• The features or aspects
of advertised brands.

• What consumers hope
to receive (benefits) or
avoid (detriments)
when...
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