Brand Positioning

Advertising Objectives

Target Market

Budget Decisions

Creative Strategy

Media Strategy

Campaign Evaluation

Create awareness for new products Inform consumers

of product features and benefits price changes Important for building primary demand

Persuasion
Build brand preference or change buyer perceptions especially important for building demand in competitive markets.

Reminder advertising: maintain top-of-mind awareness

Awareness

Interest

Liking, Preference

Purchase, Action

Develop the USP unique selling proposition or the Creative Hook

Unique Selling Proposition Translates brand positioning into a compelling message.

Objective is Memorability

Emotional = appeal to psychological, social or symbolic needs. Pull at the consumers heartstrings Rational = provide information about functional and utilitarian aspects of the products.

Shift towards emotional execution strategy in the later part of the product lifecycle

Intense competition and proliferation of substitutable products (Michelin) Critical to increase Product involvement

Fear appeal can be an effective motivator but has the danger of alienating consumers

Show the consumer how to avoid the problem. Provide concrete supporting information

Humor
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 Attitude_product versus Attitude_ad = will the message be persuasive and will the

product be taken seriously.

Fantasy

seen often in cosmetics advertising

Technical Expertise or Scientific Evidence: (CrestLook ma no cavities) Comparative: Product features vs. competition (Nike vs.
Reebok)

Advantages High ability to get attention Helps in competitive positioning

Disadvantages Advertise the competition. Makes competition more salient. Can use only if there is clear objective superiority for the

advertised attribute.

Define the target market.

Quantitative Measures

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 campaign

Frequency: A measure of how many times an average individual in the target market who have been reached .

Advertising Exposure

Gross Rating Points = 70(Reach) 4(Frequency) = 280 GRPs 1GRP = 1 exposure to 1% of the audience.

Qualitative Measures 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 brands 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