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CHAPTER 8: ADVERTISING STRATEGY

PREPARED BY:
JOHN ROBIN CRUZ MARK REINIER LIMTANGCO SORZOX MACEDA JHUNIL OPELARIO JIREH PEA ALMIRA JANE PERGIS JUDY ANN SANTIAGO

I. ADVERTISING
Any paid form of presentation of ideas, goods, services or organizations by an identified sponsor. Often associated with sales promotion Considered as the product PULL with an indirect longer-term approach of gaining customers. Used to stimulate purchase intentions, change and creation of brand attitudes, and brand awareness of prospective buyers.

II. PURPOSES
BRAND ADVERTISING Aims to stimulate demand for a particular brand INSTITUTIONAL ADVERTISING Aims to develop goodwill for a company or industry CLASSIFIED ADVERTISING Aims to inform prospects regarding opportunities such as buy and sell, events and employment

II. PURPOSES
PROMOTIONAL ADVERTISING
Aims to inform prospects about promotional activities such as a special sale

ADVOCACY ADVERTISING
Aims to convince the audiences regarding a particular cause

III. ADVERTISING OBJECTIVES


Functions as a tool for persuasion and informing target customers. Must be SMART (Specific, Measurable, Attainable, Realistic, Time-bound)

III. ADVERTISING OBJECTIVES


Advertising Objectives
TO INFORM target customers about: 1. New product 2. Product function 3. Correct usage 4. New uses 5. New distribution 6. Price adjustment

III. ADVERTISING OBJECTIVES


TO PERSUADE target customers about: 1. Brand preference 2. Brand switching 3. Urgency to buy now 4. Action to be taken (like phone-ininquiry)

IV. ADVERTISING MIX


These are the critical advertising decisions to be made before an advertising program can be implemented Usually made after the definition of target market and advertising objectives

IV. ADVERTISING MIX


ADVERTISING MIX WHAT to say (message / positioning) HOW to say it (copy execution) WHERE to say it (media selection) WHEN to say it (media scheduling) HOW MUCH to spend (advertising budget) HOW to measure effectiveness of (advertising testing)

1. 2. 3. 4. 5. 6.

results

IV. ADVERTISING MIX


A. POSITIONING: (What to say to consumers) The act of communicating to consumers the overall positive impression for a brand, relative to competition Achieved through media communication and adoption of marketing policies consistent with the desired image

IV. ADVERTISING MIX


PRICE Beer na Beer: Kuhang kuha ang lasa, sa mas mababang halaga

PRODUCT ATTRIBUTE French Baker: The Freshness Baker PRODUCT CATEGORY Ascof Lagundi: The leading cough remedy that is all natural
Ginseng: Proudly made in Korea

PRODUCT SOURCE

IV. ADVERTISING MIX


USER SEGMENT balikbayan shopping USAGE BEHAVIOUR Your Excesses
EXPERIENCE / FEELING Masarap Kumain

Duty

Free

Shopping:

For

Viva Mineral Water: Wash Away

Chowking: Dito Kumakain ang

AGAINST COMPETITION Nizoral shampoo: 100 times better than the leading brand

IV. ADVERTISING MIX


RIES AND TROUT POSITIONING GUIDELINES 1. What position do you currently own? 2. What position do you want to own? 3. Whom do you have to defeat to own the position you want? 4. Do you have the resources to do it? 5. Can you persist until you get there? 6. Are your tactics supporting the positioning objective you set?

IV. ADVERTISING MIX


REPOSITIONING It is done to change the past perceptions of the target consumer. It has two concepts: 1. Changing an old brand positioning to a new brand positioning 2. Changing consumer perception of competitors

IV. ADVERTISING MIX


B. COPY STRATEGY (How to say the message) The basic proposition, consumer promise, or statement of benefit. Includes the product features and pieces of evidence that justify the proposition to make it as convincing as possible Written after a thorough understanding of the needs and wants of the consumers It also includes the tone of voice on how the message should be delivered

IV. ADVERTISING MIX


STAGES IN CREATING ADVERTISING 1. Preparation of copy strategy and/ or brief to guide the creative team. 2. The 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 radio commercial. 3. Evaluation of the creative output which could be a combination of logic, research and judgement.

IV. ADVERTISING MIX


GUIDE QUESTIONS FOR COPY BRIEF WRITING 1. Brand Overall Objectives 2. Target Market 3. Diagnostic Positioning 4. Factors Influencing Product Purchase

IV. ADVERTISING MIX


ADVERTISING EXECUTION STYLES SLICE OF LIFE shows one or more persons using the product in a normal setting SCIENTIFIC EVIDENCE uses scientific and laboratory evidences in product promotion TESTIMONIAL EVIDENCE testimonial coming from a credible individual or a group TECHNICAL EXPERTISE shows the companys expertise and experience in making the product

IV. ADVERTISING MIX


LIFESTYLE emphasizing on how a product fits in with a lifestyle FANTASY fantasy is created around the product or its use IMAGE claims anything about their product except by suggestion MUSICAL uses music to endorse the product PERSONALITY SYMBOL associates a personality to a product

IV. ADVERTISING MIX


C. MEDIA PLAN: (Where and when to advertise)
Exposure (E) placement of an advertisement in a media vehicle and creates awareness VARIABLES OF EXPOSURE Reach (R) the number of consumers exposed to particular advertising at least once during the specified duration. It has two types.
Registration people who correctly recall and playback something meaningful Recognition people who could not playback anything meaningful, but recognize the advertisement

IV. ADVERTISING MIX


Frequency (F) the number of times consumers are reached Impact (I) the qualitative value of an exposure through a given medium size Traditional advertising is composed of the TELEVISION, RADIO, NEWSPAPERS and MAGAZINES.

IV. ADVERTISING MIX


Reach versus Frequency
Reach
1. 2. 3. 4. When the brand has a strong brand franchise When the product use-up rate is low When making announcements of high news value When products 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

IV. ADVERTISING MIX


Frequency
1. 2. 3. 4. 5. 6. When weak brand loyalty exists in the product category When product use-up rate is fast When message to be delivered is complex When high top of mind recall is essential to purchase When market pre-emption is desired When strong competition exists

IV. ADVERTISING MIX


D. ADVERTISING BUDGET Factors to be considered: 1. Product Category 2. Competition and Market Shares 3. Advertising Frequency

IV. ADVERTISING MIX


Accountable Advertising It utilizes the use of direct marketing through mail, TV, radio, or cable channels such as Home TV Shopping. A wider and more money-wise way of direct marketing is used through emails.

IV. ADVERTISING MIX


E. ADVERTISING TESTING BUY TEST developed by Dr. Milton Sherman Group Inc. of New York It measures consumer response to broadcast and occasionally, to print advertising

IV. ADVERTISING MIX


PERSUASION

BUY TEST BUY SCALE

INVOLVEMENT

DOES IT PERSUADE? IS IT RELEVANT? IS IT UNDERSTOOD?

RECALL

REFERENCE: FUNDAMENTALS OF MARKETING BY: JOSIAH GO AND CHIQUI ESCAREAL-GO

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