advertising x strategy basic element x campaign planning
Advertising strategy = plan?
Advertising strategy = plan? YES! An advertising strategy is a plan to reach and persuade a customer to buy a product or a service.
PLAN? People always ask : What s your plan?
a PLAN without a PLAN B, There is NOT a PLAN There is always a backup plan, Never work without a backup plan
Before we start a plan, we need a Positioning Statement
Positioning Statement? simply, is what the company's product or service is how it is differentiated from competing
Advertisers Stress Flexibility Clear Planning creativity ability to adapt to new market trends
advertising strategy elements
advertising strategy elements product concept
advertising strategy elements product concept target audience
advertising strategy elements product concept target audience Communication media
advertising strategy elements product concept target audience Communication media Advertising message
Product concept dynamics of the product in the best qualities and maximum features of the product based upon the quality, performance, and features, simpler and easier to use
Target Consumer complex combination of group ultimately buys decide buys influence buys
General Criteria - Demographics Age, gender, job, income, ethnicity, and hobbies.
General Criteria - Behaviors How consumers choose?
General Criteria - Needs and Desires determine the consumer needs, convince the consumer that the advertiser's services or products can fulfill those needs.
Communication Media Products Value Target Audience Market Research
Communication Media Print: Primarily newspapers (both weekly and daily) and magazines.
Communication Media Audio: FM and AM radio.
Communication Media Video: Promotional videos, infomercials.
Communication Media World Wide Web.
Communication Media Direct mail / email:
Communication Media Outdoor advertising: Billboards, advertisements on public transportation (cabs, buses).
Advertising Message Guided by the "advertising or copy platform" combination of the marketing objectives, copy, art, and production values.
Advertising Message Three major effective "advertising platform What are the product's unique features? How do consumers evaluate the product? What is likely to persuade them to purchase the product? How do competitors rank in the eyes of the consumer? Are there any weaknesses in their positions? What are their strengths?"
Advertising Budget Percentage of future or past sales Competitive approach All available funds The task or objective approach
METHODS OF ADVERTISING PUSH METHOD To convince retailers, salespersons, or dealers to carry and promote the advertiser's product. This relationship is achieved by offering inducements, such as providing advertising kits to help the retailer sell the product, offering incentives to carry stock, and developing trade promotions.
METHODS OF ADVERTISING PULL METHOD To convince the target consumer to try, purchase, and ultimately repurchase the product. This process is achieved by directly appealing to the target consumer with coupons, in-store displays, and sweepstakes.
Exercise in the class: Create an advertising strategy for the brand Male Designer Female Designer