Advertising Planning Process
Brand Positioning Target Market
Creative Strategy Media Strategy
Create awareness for new products
» of product features and benefits
» price changes
» Important for building primary demand
» Build brand preference or change buyer perceptions
» especially important for building demand in competitive markets.
Reminder advertising: maintain top-of-mind awareness
Hierarchy of effects
Develop the USP “unique selling proposition” or the “Creative
Unique Selling Proposition
Translates “brand positioning” into a compelling message.
Objective is “Memorability”
Emotional vs. Rational Appeal
Emotional = appeal to psychological, social or symbolic needs. “Pull at the
Rational = provide information about functional and utilitarian aspects of
Shift towards emotional execution strategy in the later part of the product
» Intense competition and proliferation of substitutable products
» Critical to increase “Product involvement”
Taxonomy of Emotional Appeals
can be an effective motivator but has the danger of alienating
» Show the consumer how to avoid the problem.
» Provide concrete supporting information
Taxonomy of Emotional Appeals
» “Memorability” device.
» Humor should not clutter the product benefits.
» Execution detail: Show consumer how to avoid the problem.
» Pre-test to check if consumer
– i) recalls product benefit
– ii) Attitude_product versus Attitude_ad = will the message be persuasive and will
the product be taken seriously.
» seen often in cosmetics advertising
Types of Rational / Informational Appeal
Technical Expertise or Scientific Evidence: (Crest…“Look ma no
Comparative: Product features vs. competition (Nike vs. Reebok)
» High ability to get attention
» Helps in competitive positioning
» Advertise the competition. Makes competition more salient.
» Can use only if there is clear objective superiority for the advertised
Define the target market.
Reach: the percentage of people in the target market who are exposed
to the ad campaign during the defined time duration
» 70% of the target market during the first three months of the
Frequency: A measure of how many times an average individual in the
target market who have been reached .
Gross Rating Points = 70(Reach) 4(Frequency) = 280 GRP’s
1GRP = 1 exposure to 1% of the audience.
Impact; is the qualitative aspect of the medium
» Newsweek vs. The National Enquirer
» Sports illustrated vs. Time for tennis racquets
Trade-off between reach and frequency
Pulsing vs. Continuity
» Pulsing most critical for new products. Why?
» Continuity needed when faced with intense competition
Good advertising creative strategy translates the brand’s
positioning statement into a persuasive and memorable
message. A great creative will provide lasting impact even if
advertising budgets are constrained.
“ How you say it is as critical as what you say”
First mover advantages Company Analysis Perceptual mapping
Competitor Customer Analysis
Pricing process Product Line Strategy
Pricing and innovation (ODI) Price (Cambridge)
Place Going to market