Advertising Strategy

ADVERTISING

STRATEGYTEAM B

AIZELL BERNALJERELYN BARROGO

JAAHLLA MAE ANGELESEMMANUEL CALIMBAHIN

PROFESSORMR. ABELITO QUIWA

OUTLINEI. Chapter ObjectivesII. Advertising Strategy

i. Purposes of AdvertisingIII. Advertising Objectives

i. To inform target customersii. To persuade target customers

V. Advertising Mixi. What to say

Positioning Repositioning

OUTLINE

ii. How to say it Copy Strategy: How to say message

i. Where to say itii. When to say it

Media Plan: Where and When to advertiseiii. How much to spend

Advertising Budgetiv. How to measure effectiveness of results

Advertising TestingV. Advertising Execution

i. Nine execution styles

OUTLINE

ii. Media Plan: Where and When to advertiseTelevisionCable TVRadioNewspaper

VI. Advertising Budgeti. Factors in setting Advertising Budget ii. Accumulated Depreciationiii. Accountable Advertising

Four elements compromise a direct mail piece

OUTLINEVII. Advertising Testing

RecallInvolvementPersuasion

VIII. Summary

Chapter Objectives• Explain the purposes of advertising strategy.• Discuss the advertising objectives.• Explain the advertising mix and how does it

apply to the products.• List the nine advertising execution styles.• Explain the use of Media Plan.• Demonstrate the use of advertising budget.• Explain the different ways to test effectiveness

of advertising materials.

ADVERTISING STRATEGY

BRAND ADVERTISINGINSTITUTIONAL ADVERTISINGCLASSIFIED ADVERTISINGPROMOTIONAL ADVERTISINGADVOCACY ADVERTISING

ADVERTISING IS A PULL STRATEGYSALES PROMOTIONS IS A PUSH

STRATEGY

ADVERTISING OBJECTIVES

ADVERTISING OBJECTIVES MUST BE RELEVANT TO THE EXISTING MARKET SITUATIONOBJECTIVES MUST BE SMART

•SPECIFIC•MEASURABLE•ATTAINABLE•REALISTIC•TIME BOUND

ADVERTISING

OBJECTIVESTO INFORM TARGET CUSTOMERS ABOUT1. NEW PRODUCT2. PRODUCT FUNCTION3. CORRECT USAGE4. NEW USES5. NEW DISTRIBUTION6. PRICE ADJUSTMENT

ADVERTISING

OBJECTIVESTO PERSUADE TARGET CUSTOMERS ABOUT:1. BRAND PREFERENCE2. BRAND SWITCHING3. URGENCY TO BUY NOW4. ACTION TO BE TAKEN

ADVERTISING MIX

1. WHAT TO SAY (MESSAGE/POSITIONING)2. HOW TO SAY IT (COPY EXECUTION)3. WHERE TO SAY IT (MEDIA SELECTION)4. WHEN TO SAY IT (MEDIA SCHEDULING)5. HOW MUCH TO SPEND6. HOW TO MEASURE THE EFFECTIVENESS

OF RESULT

ADVERTISING MIX

POSITIONING : WHAT TO SAY TO CONSUMER

BRAND AWARENESS LEADS TO BRAND ASSOCIATION AND THIS IS WHERE POSITIONING COMES IN. THERE ARE TIMES WHEN BRAND AWARENESS IS HIGH BUT BRAND ASSOCIATION IS NEGATIVE.

ADVERTISING MIX

POSITIONING : WHAT TO SAY TO CONSUMER

POSITIONING IS ALSO ACHIEVED NOT ONLY IN TERMS OF MEDIA COMMUNICATION BUT ALSO IN TERMS OF ADOPTING MARKETING POLICIES CONSISTENT WITH ITS DESIRED IMAGE.

ADVERTISING MIX

POSITIONING : WHAT TO SAY TO CONSUMERPOSITIONING IS THEREFORE THE ACT OF COMMUNICATING TO CONSUMERS THE OVERALL POSITIVE IMPRESSION FOR A BRAND , RELATIVE TO COMPETITION.

ADVERTISING MIX

REPOSITIONINGTWO CONCEPTS :

1. CHANGING AN OLD BRAND POSITIONING TO NEW BRAND POSITIONING

2. CHANGING CONSUMER PERCEPTION

ADVERTISING MIX

COPY STRATEGY : HOW TO SAY MESSAGE

COPY BRIEF IS THE BASIC PROPOSITION, CONSUMER PROMISE OR STATEMENT OF BENEFIT.IT INCLUDES THE PRODUCT FEATURES AND PROOFS THAT JUSTIFY THE PROPOSITION TO MAKE CONVINCING AS POSSIBLE.INCLUDES BRAND IMAGE TO BE PROJECTED, AND FREQUENTLY THE CONSUMER IMAGE, OR THE PICTURE THAT TARGET USERS ASCRIBE TO THE BRAND.

ADVERTISING EXECUTION1. SLICE OF LIFE 2. SCIENTIFIC EVIDENCE 3. TESTIMONIAL EVIDENCE 4. TECHNICAL EXPERTISE 5. LIFESTYLE 6. FANTASY 7. IMAGE 8. MUSICAL 9. PERSONALITY SYMBOL

ADVERTISING EXECUTION

MEDIA PLAN : WHERE AND WHEN TO ADVERTISE

A. TELEVISION> 11.8 MILLION HOMES W/TV SETS, OUT OF 15.3 MILLION HOMES NATIONWIDE.> BIGGEST TV NETWORK IS ABS-CBN W/ PENETRATION LEVEL COVERING 97%, FOLLOWED BY GMA 7

B. CABLE TV> THERE ARE ABOUT 2.5 MILLION HOMES WITH CABLE TV.>OVER 40% OF METRO MANILA HOMES AND ABOUT 10% OF HOMES IN PROVINCIAL AREAS SUBSCRIBE TO CABLE TV.





C. RADIO> THERE ARE 871 STATIONS, 815 OF WHICH ARE LOCATED IN THE

PROVINCIAL AREAS.>DZRH, DZMM AND DZBB ARE THE 3 LEADING RADIO STATIONS IN

TERMS OF AM AUDIENCE SHARE>SOME 6,600 RADIO SPOTS ARE

PLAYED DAILY IN 56 GMA RADIO STATION

D. NEWSPAPER>IN TERMS OF

CIRCULATION, PHILIPPINE DAILY INQUIRER LEADS AMONG ALL NEWSPAPER W/CLOSE TO 300,000 COPIES, FOLLOWED BY MANILA BULLETIN AND PHILIPPINE STAR.



ADVERTISING BUDGETPRODUCT CATEGORY- PRODUCT

WITH SEVERAL COMPETITION OR SUBSTITUTES, PRODUCTS THAT ARE NON – ESSENTIAL IN NATURE, PRODUCTS THAT ARE USED EVERYDAY, OR NEW CONSUMER PRODUCTS ARE NORMALLY ADVERTISED MORE HEAVILY

ADVERTISING BUDGETCOMPETITION AND MARKET SHARES

- SINCE AWARENESS IS THE FIRST PRE- REQUISITE TO CONSUMER’S PURCHASE INTENTION, HIGHER MARKET SHARE TARGRTS WOULD REQUIRE INCREASE IN AWARENESS LEVEL, SPECIALLY WHEN COMPETITION IS HEAVILY ADVERTISED.

ADVERTISING BUDGET ADVERTISING FREQUENCY –

THE NUMBER OF TIMES NEEDED TO PUT ACROSS A BRAND’S MESSAGE TO CONSUMERS IS AN IMPORTANT VARIABLE TO CONSIDER.

ACCUMULATED DEPRECIATION

WHILE INVESTMENT IN FIXED ASSETS LIKE BUILDINGS AND EQUIPMENTSARE ALLOWED TO BE DEPRECIATED OVER A LONG PERIOD OF TIME, INVESTMENT IN ADVERTISING HAS TO BE TREATED AS A CURRENT EXPENSE.SOME PRO-TAX LEGISLATORS WOULD LIMIT ADVERTISING TO A SPECIFIC PERCENTAGE OF A COMPANY’S SALES REGARDLESS OF PRODUCT OR INDUSTRY.

ADVERTISING BUDGET

ACCOUNTABLE ADVERTISING DIRECT MARKETING SEEKS TO

GENERATE A DIRECT AND MEASURABLE RESPONSE TO ADVERTISING.IT CAN TAKE A FORM OF DIRECT MAIL, TELEMARKETING, FAX MAIL, AND DIRECT RESPONSE MEDIA ADVERTISING.DIRECT RESPONSE MEDIA ADVERTISING CAN TAKE THE FORM OF PRINT SUCH AS WHAT VISA OE MASTER CARD REGULARLY PLACE IN NEWSPAPER.IT CAN ALSO BE BROADCAST SUSH AS IN TV, RADIO, OR CABLE.

ADVERTISING BUDGET

ACCOUNTABLE ADVERTISING

FOUR ELEMENTS COMPRISE A DIRECT MAIL PIECE :

OUTER ENVELOPELETTERBROCHUREREPLY CARD

ADVERTISING BUDGET

ADVERTISING TESTING

ONE ADVERTISING RESEARCH MODEL AVAILABLE CALLED THE BUY TEST DEVELOPED BY DR. MILTON SHERMAN GROUP INC. OF NEW YORK. BUY TEST UTILIZES A ONE-ON-ONE INTERVIEW TECHNIQUE WITH A MINIMUM OF 130 RESPONDENTS PER ADVERTISING MATERIAL TO BE TESTED.

ADVERTISING TESTING

THE BUY TEST DIVIDES CONSUMER IN 3 DISTINCT CATEGORIES:

RECALLINVOLVEMENTPERSUASION

SUMMARYIn this chapter, we concentrate in brand

advertising the most frequently used purpose of advertising. The objectives of advertising which is to inform and persuade the target customers. It shows the critical advertising decisions to be made before an advertising program can be implemented. The different execution styles that leave a mark or message in advertising. We discuss the expenses in product and what are the things to be considered, and the process in advertising.

“If you don’t make a mark or you’re not even noticed;

you’ll never have a chance.” By: Francis Lumen,President of Nation

Broadcasting Corporation

Thank You!

Business

Advertising Strategy