Chapter 10 Advertising strategies and tactics

We are transforming the world's first advertising agency into the world's first global brand communications company. Not for ourselves, but to help our clients drive short-term sales and build long-term value for their brands. Extract of the J. Walter Thompson vision and mission statement. Refer profile section as at April

Objectives By the end of this chapter, you should: have developed an understanding of the advertising message creation and execution process have developed an understanding of the advertising media planning and buying processes be able to develop an effective advertising strategy as part of the marketing strategy development process.

The strategic marketing planning process Situation analysis Situation analysis Problems & opportunities Problems & opportunities Marketing objectives Marketing objectives Marketing strategies Marketing strategies Budget Implementation Evaluation & control Evaluation & control Marketing strategies – Advertising strategies and tactics The advertising decision-making process involves: message creation advertising creative execution advertising media planning and buying.

A holistic process Marketing objectives Corporate objectives Financial objectives Marketing objectives Performance objectives Marketing strategies Higher-level strategies business position product-market strategies Marketing mix strategies Target markets Consumer positioning Product strategies Pricing strategies Distribution strategies IMC strategies + additional 3Ps for service providers People, process management and physical asset strategies

Message creation (1) Two components of advertising creativity are: what to say — advertising strategy (the creative platform) how to say it — advertising execution.

Message creation (2) The creative platform (what to say) is the communication of the brand positioning. The aim is to develop an appeal that is: –favourable –strong –unique.

Message creation (3) The range of appeals Product attribute/ USP Type of user BenefitProduct class Price qualityThe competition Use or applicationRepositioning

The creative platform (1) The creative platform is a clear, concise expression of how a brand, product or company is to be communicated to its intended audience. It should be presented as a one to three sentence statement identifying: –the intended target audience –the main appeals/drives/motivations –the competitive position –the intended tone of the communication.

The creative platform (2) Checklist for evaluating the creative platform What position do we own in the mind of the prospect? What position do we want to own? Whom must we outgun? Do we have enough money? Can we stick it out? Consistency is essential. Does our advertising match our intended position?

Advertising: Creative execution Summary of the main creative formats USP brand image straightforward or factual ads demonstration and comparisons humour slice-of-life spokesperson for the brand problem-solution problem-avoidance

Evaluating creative executions Does the ad match the brand position? Does the ad address its target audience? Is the ad strong enough to attract attention? Will the ad develop brand awareness? Will the key point be understood? Does the ad capture the emotions? How credible will it be? Will it be persuasive? Is the tone appropriate?

Media planning and buying (1) The main media decisions concern: the selection of the media mix the level of target audience reach and frequency the timing and scheduling of the ad campaign media negotiation and buying.

Media planning and buying (2) The selection of the media mix is a communication decision based on determining what advertising media will most effectively communicate the creative message to the intended target audience.

Media planning and buying (3) The level of target audience reach and frequency Reach – the number (or percentage) of the target audience exposed at least once to the advertising. Frequency – the number of times the target audience is exposed to the advertising.

Media planning and buying (4) Timing and scheduling of the ad campaign Continuity – the number of weeks the advertising is scheduled. Advertising pressure can range from continuous to intensive, such as scheduling in bursts or waves, flights or pulses. Reach/frequency/continuity decisions take into consideration the PLC stage, audience involvement, seasonality, purchase frequency and competitive clutter.

Media planning and buying (5) Media negotiation and buying The main criteria for negotiation are: – quantitative factors – the media environment – qualitative factors – cost efficiency.