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1. Advertising Strategy Session 7 Summer 2008
2. Advertising Planning Process Advertising Objectives Budget
Decisions Creative Strategy Campaign Evaluation Media Strategy
Brand Positioning Target Market
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.
Continuity needed when faced with intense competition
12. Message
Good advertising creative strategy translates the brands
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
13. Analysis Framework Market Customer Analysis Competitor
Analysis Company Analysis Marketing Myopia Marketing Strategy
Product Price Promotion Place Marketing Orientation Perceptual
mapping Segmentation Positioning First mover advantages Branding
Pricing process Pricing and innovation (ODI) Going to market
(Goodyear) Direct marketing (Calyx) Product Line Strategy
(Cambridge)