Ganesh Iyer Advertising Strategy Session 7 Summer 2008
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PowerPoint PresentationInform consumers
price changes
Persuasion
especially important for building demand in competitive markets.
Reminder advertising: maintain top-of-mind awareness
*
*
Develop the USP “unique selling proposition” or the “Creative Hook”
Unique Selling Proposition
Objective is “Memorability”
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)
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
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.
Technical Expertise or Scientific Evidence: (Crest…“Look ma no cavities”)
Comparative: Product features vs. competition (Nike vs. Reebok)
Helps in competitive positioning
Advertise the competition. Makes competition more salient.
*
*
Quantitative Measures
Reach: the percentage of people in the target market who are exposed to the ad campaign during the defined time duration
*
Qualitative Measures
Newsweek vs. The National Enquirer
Sports illustrated vs. Time for tennis racquets
Trade-off between reach and frequency
Pulsing vs. Continuity
*
Message
*
*
price changes
Persuasion
especially important for building demand in competitive markets.
Reminder advertising: maintain top-of-mind awareness
*
*
Develop the USP “unique selling proposition” or the “Creative Hook”
Unique Selling Proposition
Objective is “Memorability”
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)
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
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.
Technical Expertise or Scientific Evidence: (Crest…“Look ma no cavities”)
Comparative: Product features vs. competition (Nike vs. Reebok)
Helps in competitive positioning
Advertise the competition. Makes competition more salient.
*
*
Quantitative Measures
Reach: the percentage of people in the target market who are exposed to the ad campaign during the defined time duration
*
Qualitative Measures
Newsweek vs. The National Enquirer
Sports illustrated vs. Time for tennis racquets
Trade-off between reach and frequency
Pulsing vs. Continuity
*
Message
*
*
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