This document discusses advertising strategies and objectives. It outlines the advertising planning process, including brand positioning, target markets, and objectives like creating awareness, informing consumers, and persuasion. It then discusses creative strategies, including developing a unique selling proposition, and whether to use emotional or rational appeals. Finally, it categorizes different types of emotional appeals like fear, humor, and fantasy, as well as rational/informational appeals using technical expertise or comparisons.

1. Advertising Strategy
Year 10 Social Sciences
Workshop 2010
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2. Advertising Planning Process
Brand Positioning Target Market
Advertising Objectives
Creative Strategy Media Strategy
Campaign Evaluation
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3. Advertising Objectives
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
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4. Hierarchy of effects
Communication Process
Awareness
Interest
Liking, Preference
Purchase, Action
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5. Creative Strategy
! Develop the USP “unique selling proposition” or the
“Creative Hook”
Unique Selling Proposition
! Translates “brand positioning” into a compelling
message.
! Objective is “Memorability”
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6. Creative Strategy:
Emotional vs. Rational Appeal
Emotional = appeal to psychological, social or symbolic needs. “Pull at the
consumer’s 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)
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7. Taxonomy of Emotional Appeals
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
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8. Taxonomy of Emotional Appeals
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
– ii) Attitude_product versus Attitude_ad = will the message be persuasive and will the product be
taken seriously.
» http://www.youtube.com/watch?v=kVCGBohc20k&mode=related&search=
» http://www.youtube.com/watch?v=f3mXaATLeRM
» http://www.youtube.com/watch?v=zV-yGp4l8B8
Fantasy
» seen often in cosmetics advertising
» http://www.youtube.com/watch?v=r1g5qcKcVCM
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9. Types of Rational / Informational Appeal
Technical Expertise or Scientific Evidence: (Crest…“Look ma
no cavities”)
Comparative: Product features vs. competition (Nike vs. Reebok)
» http://www.youtube.com/watch?v=xhiyDQNmEjY
! 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.
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10. Message
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”
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