Advertising Strategy

Meaning:
A blueprint to help product to
consumers.

There are almost as many different

advertising strategies are there are
products to advertise.

Each company follows its own unique

strategy plans.
Basic Principles

Qualities of the Product

State of the Market

Advertising Goals

Methodology
Qualities of the Product

 What purpose the product fulfills?

 What features it includes?

 WhatAdvantages it orders over other

products intended for the same purpose?
State of the Market

How much the market may be open?

How much of the market occupied by
rival?
Potential Scales
Who will want to purchase it?
Key customers by age, social standing
and order
Advertising Goals
What is hoped to be accomplished
though the advertising?

Thetimetable in which we intend to

meet those goals
Methodology
Budgeting
Resource Management
Overall tone of advertising
Particular qualities emphasized
Geographic location of the
advertisements
The specific medium
The Five Step Program

Step 1 : Specify the key fact- single minded statement from

the consumer’s point of view.
Step 2: State the primary marketing problem- from the
marketer’s point of view.
Step 3: State the communication objective- what effect to
have and how it should persuade consumers.
Step 4: Implement the creative message strategy- defines
target market, identify primary competition, choose the
promise and offer reasons why.
Step 5: Establish mandatory requirements- corporate logo or
slogan.
Good Advertising Strategy Features

Brand Loyalty

Online Advertising

Focused Advertising

Incentive Advertising
Jef I. Richards

Creative strategy without

strategy is called “art”.
Creative with strategy is
called “advertising”.
Advertising is often referred to as a product
PULL because it takes an indirect long-term
approach to gain [Link] promotions,
on the other hand are often referred to as the
product PUSH because they resort to a direct
shorter-term objective of increasing volume.
Both, however, are designed to make
prospective buyers aware of the brand,create
or change brand attitudes, and stimulate
purchase intensions.
ADVERTISING PURPOSE
• Brand Advertising, which aims to stimulate demand
for particular brand.
• Institutional Advertising, which aims to develop
goodwill for a company or industry.
• Classified Advertising, which aims to inform
prospects regarding opportunities such as buy and
sell, events and employment.
• Promotion Advertsing, which aims to inform
prospects about promotional activities such as a
special sale.
• Advocacy Advertising, which aims to convince
audiences regarding a particular cause.
ADVERTISING OBJECTIVE
These Advertising objective relevant to the existing
market [Link] the marketing function of
advertising is to inform and persuade , advertising
objectives can be classified according to these two
functions as in our examples in exhibit 8-1. A possible
third function or ‘reminding’ customer as espoused by
some marketing practitioners and educators can actually
be incorporated with two stated functions through
repetition of the advertising campaign. Fast Moving
Consumer Goods (FMCGS) such as detergents, shampoos,
soaps and soft drinks often resort to remainder
advertising.
Objectives must be SMART. The acronym means Specific,
Measurable, A ttainable , Realistic and Time-bound. It is , however,
important o marketers to add quantifiable figures, such as ‘To
attain an awareness level of 70% among 3million housewives within
twelve months from new product advertising launching’

EXHIBIT 8.1 Advertising Objectives

TO INFORM target customers about
[Link] Product
[Link] Function
[Link] Usage
[Link] Users
[Link] Distribution
[Link] Adjustment
TO PERSUADE target customers about
1. Brand Preference
2. Brand Switching
3. Urgency to Buy Now
4. Action to be Taken(like phone-in inquiry)

ADVERTISING MIX
Exhibit 8-2 Shows the critical advertising decisions to be made before an
advertising program can be [Link] decisions are usually made
after the target market and the advertising objectives are already been
defined.

EXHIBIT 8-2 ADVERTISING MIX

5. WHAT to say(message/positioning)
6. HOW to say it(copy execution)
7. WHERE to say it(media selection)
8. WHEN to say it (media scheduling)
Other critical questions are

[Link] MUCH to spend(Which will be discussed in the advertising budget

section)
[Link] to measure effectiveness of result(Which will be discussed under the
advertising testing section)

POSITIONING: WHAT TO SAY TO CONSUMER

While brands advertise to be known,they must be known for the right reason
and must deliver its [Link] awareness leads to brand association and
this is where positioning comes [Link] are times when brand awareness is
high but the brand association is [Link] instance

• While Pepsi has a high awareness level,its 1992 image was severely affected
with the inadvertent announcement of a non-winning crown number ‘349’ as
POSITIONING is also achieved not only in terms of
media communication but also in terms of adopting
marketing policies consistent with its desired
image. For instance

• Honda adopted a worldwide policy not to allow its

cars to be used a taxis. They believe that their
clients work hard and buy a Honda because they
don’t‘ want to see a car of similar make being
used as a form of public transportation.
Positioning is more than [Link] refers to the total
sense of brand whether product or service, as reflected in
all things they do such as advertising ,packaging and
display. A firm may position its brand not in terms of
image but in terms of unique product differentiation ,or
even in terms of price,product category, product, sources
,user segment, usage behavior, experience or feelings.

David Ogilvy –Introduced the imaging concept back in the

60s while fellow advertising executives Al Ries and Jack
Trout wrote ‘Positioning:The Battle for Your Mind’ in 1986
from similar articles they wrote in the 70s.
 exhibit 8-3 Alternative Positioning
Price - Beer na Beer:kuhang kusa ang lasa, sa mas mababang
halaga
Product Attribute -French Baker:The Freshness Baker
Product Category -Ascof Laguindi:the leading cough remedy
that is all natural
Product Source - Ginseng:Proudly Made in Korea
User Segment - Duty Free Shipping:for balikbayan shipping
Usage Behavior - Viva Mineral Water:Wash Away Your Excesses
Experience/Feeling -Chowking:Dito kumakain ang masarap
kumain
Against Competition -Nizoral shampoo:100 times better than the
leading brand.
Ries and Trout also gave a six step question framework to
proper positioning. It is important to be consistent in the
positioning, or consumers will be confused.

Exhibit 8-4 Ries and Trout Positioning guideness

[Link] position do you currently own?
[Link] position do you want to own?
[Link] do you have to defeat to own the position you
want?
[Link] you have the resources to do it?
[Link] you persist until you get there?
[Link] you tactics supporting the positioning objective you
REPOSITIONING

Repositioning is done to change the past

perceptions of the target consumer. As general rule,
the move extreme the change, the more difficult
the repositioning.

THE TWO CONCEPT of Repositioning

1. Changing an old brand positioning to a new brand
positioning.
2. Changing consumer perception o competitors.
COPY STRATEGY:HOW TO SAY THE MESSAGE

The following are the stages in creating advertising

1. Preparation o copy strategy/or brief to guide the creative

team as in our hypothetical.
[Link] Creative process itself where the output is a
storyboard (similar to a comic strip) in the case of a TV
advertisement; ‘compre’ in the case of print advertisement;
and script(with or without jingle)in the case of a ratio
commercial.
[Link] of the creative output which could be
combination of logic,research and judgement.
COPY BRIEF

• Copy Brief or Copy strategy is the basic

proposition, consumer ,promise ,or statement of
benefit.
• It includes the product features and pieces of
evidence(or ‘reason why’)that justify the
proposition to make it as convincing as possible.
• It is written after a thorough understanding of the
needs and wants of the consumers.
Guide question are very important before a copy brief can be [Link]
are:

[Link] Overall Objectives-

Is our objective to create new user,extented users ,new uses,or more
usage for our brand?Is convince users about our superior features?
[Link] Market-
What are the demographic,behavioral and psychograhic profile of the
primary and secondary tarket market we plan to reach?
[Link] Positioning-
In terms o competitive standing,what attrributes are important to the
customers where we have the advantage?
[Link] Influencing Product Purchase
This answer the where,How,,How often,What sizes and What variants
bought as can be gathered in a Usage,Attitudes and Interest(UAI) survey.
ADVERTISING EXECUTION
Advertising messages can be presented in at lease nine execution styles as
follows:

• Slice of Life-This shows one or more person using the product in a normal
setting.
• Scientific Evidence-Colgate has been using scientific and laboratory
evidences in promoting their product’s relative superior performance against
competition.
• Testimonial Evidence -A closely associated evidencing format is the
testimonial approach where a credible individual or a group would endorse
the company’s product.
• Technical Expertise-This shows the company’s expertise and experience in
making the product.
• Lifestyle-Emphasizing on how a products fits in with a lifestyle,Eastwood
Mall’s advertisements show various people eating in their theme restaurants,
And enjoying their shopping ambience.
• Fantasy-It is created around the product or its
use.
• Image-Many of the the advertisements of apparel
brands like penshoppe and bench make use of
image without explicity claiming anything about
their product execpt by suggestion.
• Musical-Background music or the ad talent would
be shown singing a song involving the product
• Personality Symbol-This associates a personality
to a product.
MEDIA PLAN:WHERE AND WHEN TO ADVERTISE

Exposure (E )is the placement o the advertisement in a media vehicle such as TV,
radio,bilboard,print( newspapers,magazines etc.) and online that the target
audience is expected to know see,hear, or read. Exposure creates [Link]
find the most cost-effective media to deliver the desired awareness level to the
target level to the target audience.

Three important and interrelated exposure variables must be considered

[Link] (R )or the number o consumers exposed to a particular advertising at

least one during the specified duration.

two types of Reach

• Registration-or people who correctly recall and playback something meaningful.
• Recognition- or people who could not playback anything meaningful ,but
recognize the advertisement.
[Link] (F) –or the number of times
consumers are [Link] is based on the idea
that consumers normally have to be exposed to a
brand’s advertising a number of times within
purchase cycle before advertising can influence
their purchase.

3Impact( I )- or the qualitative value of an

exposure through a given meduim size .Impact
goes beyond recall and makes consumer interested
Reach Versus Frequency
The following is a general guide on when to emphasize more reach and when to emphasize more on
frequency.

REACH
1. When the brands has a strong brand franchise
2. When product use-up rate is low
3. When making announcements of high news value
4. When product advertised are in the innovative stage(as in a product life cycle)
5. When target audience is broad and undefined
6. When product user base is still growing

Frequency

7. When weak brand loyalty exists in the product category

8. When product use-up rate is fast
9. When message to be delivered is complex
4. When high of mind recall is essential to purchase
5. When market preemption is desired
6. When strong competition exist
Gross Rating Points

Gross Rating Points or GRP is the result o

combining Reach R and Frequency F .Thus GRP= R
x F .If a given media plan reaches 60% of homes
with an average frequency of 10 times in a week ,
the media plan is said to have a GRP of 600 points
(60x10) for that particular week.

Cost Per Thousand(CPM)- is a term used to

compare the cost effectiveness of various media.
ADVERTISING BUDGET

It is wrong that advertising must be given a budget based on a fixed percentage of

sales. This because advertising is an input of sales and now the other way around. The
Objective-Task method of allocating the advertising budgetis preferred.

The following factors must be considered in setting advertising budget

1. Product Category-Product with several competition or substitutes ,product that are

non-essential in nature,products that are used everyday, or new consumer products
are normally advertised more heavily.

2. Competition and Marketing Shares- Since awareness is the first prerequisite to

customer’s purchase intention,higher market share target would require an increase
in awareness level,especially when competition is heavily advertised.

3. Advertising Frequency- The number of times needed to put across a brand’s message
to consumers is an important variable to consider.
ACCUMULATED DEPRECIATION
One advantage of advertising ,especially
effective advertising,is its carry-over
effect even after an accounting year.
While investment in fixed assets like
buildings and equipments are allowed to be
depreciated over a long peiod of
time,investment in advertising has to be
treated as a current expense.
• RECALL
The first stage in BUY TEST is to determine the extent of
understanding of the visual as well as the copy elements of
the advertisement.
• INVOLVEMENT
The Feelings or Involvement stage seeks to determine the
level of consumer emotional reactions to the
advertisement,plus their own interpretation of its visual and
copy elements.
• Persuasion
Consumers reaching the persuasion stage demonstrate a high
commitment to the product with a burning desire to act on
the advertising message.