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Advertising Strategies Strategies are simply “rules of thumb” they apply to love, war, videogames, and -yes - advertising you don’t simply jump-in; need.

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Presentation on theme: "Advertising Strategies Strategies are simply “rules of thumb” they apply to love, war, videogames, and -yes - advertising you don’t simply jump-in; need."— Presentation transcript:

1 Advertising Strategies Strategies are simply “rules of thumb” they apply to love, war, videogames, and -yes - advertising you don’t simply jump-in; need to think how you will proceed! What would you do if you were asked …

2 One Strategy: The Product Life Cycle Introduction Growth Maturity Decline e.g cell phones and MP3 players

3

4 ADVERTISING STRATEGY DURING PRODUCT LIFE CYCLE ïPioneering stage ñintroduce ïCompetitive stage ñpersuade ïRetentive ñremind, retain Pioneeering (inform) Competitive (persuade) Retentive (remind) PRODUCT LIFE CYCLE TYPE OF ADVERTISING

5 ADVERTISING STRATEGY: THE STRATEGIC HIERARCHY Advertising / Creative Objectives (usually from overall mkt plan) Creative Execution Creative Strategies

6 Advertising / Creative Objectives ïCommunicate unique attributes/ benefits ïincrease frequency of use ïcommunicate variety of use ïattract new targets ïproduct improvement ïline extensions ïcommunicate promotional incentives

7 Creative Strategies (or “Appeals”) ( What type of appeal will you use within your target market to reach your main advertising objective?) ïpositive ïnegative ïfactual ïcomparative ïhumorous ïemotional ïsexual ïlifestyle

8 Creative Execution Specific technique you will use in this campaign ïtestimonials ïendorsements ïdemonstrations ïproduct as hero ïtorture tests ïproduct comparisons ïlots of others

9 CREATIVE STRATEGIES thousands of ways to put these together: e.g. communicate unique attributes using a humourous appeal by doing a product demonstration OR attract new targets using a sexual appeal by means of endorsements

10 BRANDS 1Individual Brand (Close-up toothpaste) 2Family Brand (Heinz -umbrella name) 3National Brand (Nike) 4Private Label (Craftsman) 5Licensed Brand (Sunkist - pay to use brand) How they arose - differentiation First use of brands “Brand personality and positioning” TYPES:


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