Advertising Strategy

1
Chapter 15

• Advertising Strategy

2
The Nature of Advertising

• Promotes goods, services and ideas using mass
  media.
• Product advertising
• Direct-action advertisement
• Institutional advertising
• Promote organizational image
• Stimulate product category demand
• Goodwill

3
Planning and developingAdvertising Campaigns
Marketing strategy
4
The Creative Strategy

• The Appeal What should be said
• What the product/service offers
• Why customer should buy the offer
• Sex appeal
• Lifestyle compatible
• Problem solving
• Themes
• Positioning

5
The Creative Strategy

• Execution of Appeal
• Need to consider
• Spokesperson
• Emotional tone
• Situation
• Creative platform style of how the message is
  delivered.

6
The Creative Strategy

• Execution of the appeal
• Story line
• Product uses
• Problem solutions
• Slice of life
• Demonstration
• Comparative advertising
• Testimonial
• Lifestyle
• Fear
• Humour
• Sex Appeal
• Jingle

7
Animation

• Originally only used by firms with a small
  advertising budget
• Use has increased due to computer graphics
  technology.
• Rotoscoping.
• Clay animation.

• Some Web sites to explore
• Http//www.greengiant.com
• Http//www.doughboy.com

8
Humor Appeal
http//www.exterminating.com
9
Dramatization/ Fear Appeal
This ad reminds people of the dangers of
overexposure to the sun.
10
Media Selection

• Television
• Radio
• Transit
• Billboard
• Internet
• Magazines
• Newspapers
• Direct Mail
• Alternate Media shirts, caps, fax, yellow
  pages, self-run ads, movies, free-standing road
  signs, carry-home menus, pop displays

• Reach a measure of the percentage of people in
  the target market exposed to the ad campaign in a
  given period
• Frequency a measure of how many times the
  average person in the target market is exposed to
  the message

11
Evaluation of Advertising Effectiveness

• Concept testing pre advertising efforts
• Focus groups commonly used
• Post-testing Advertisements
• Measuring brand recall and recognition
• Measuring changes in attitudes about a product
• Generating inquiries about the products
• Sales/visits pre vs. post advertising affects.