Creative Advertising Strategy: Part 2

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Creative Advertising Strategy: Part 2. 9. Alternative Advertising Strategies. Unique Selling Proposition (USP) Brand Image Resonance Emotional Generic Preemptive. Alternative Strategies: Unique Selling Proposition. Definition. Superiority claims based on unique physical feature or - PowerPoint PPT Presentation

Text of Creative Advertising Strategy: Part 2

  • Creative Advertising Strategy: Part 29

  • Alternative Advertising Strategies

    Unique Selling Proposition (USP)Brand ImageResonanceEmotionalGenericPreemptive

  • Alternative Strategies: Unique Selling PropositionSuperiority claims based on unique physical feature or meaningful benefitDefinitionMost useful when point of difference cannot be readily matched by competitorsConditionsMay force competitors to imitate or choose more aggressive strategyCompetitiveImplications

  • Alternative Strategies: USP M & M candiesMelts in your mouth, not in your hands

  • Alternative Strategies: Brand ImageClaims based on psychosocialdifferentiation, usually symbolicassociationDefinitionBest for homogeneous goodwhere differences are difficult to develop (e.g., cola)ConditionsOften involve prestige/identityclaims; rarely challengecompetition directlyCompetitiveImplications

  • Alternative Strategies: Brand ImageMarlboro Man

  • Alternative Strategies: Brand ImageEvianNatural Spring Water

  • Alternative Strategies: ResonanceAttempts to evoke stored lifeexperiences of prospects togive product relevantmeaning or significanceDefinitionBest for socially visible goods;requires considerable consumerunderstanding to design messagesConditionsFew direct limitations oncompetitors options; most likelycompetitive response is imitationCompetitiveImplications

  • Alternative Strategies: ResonanceQuaker rice cakes

  • Alternative Strategies: EmotionalAttempts to provoke involvement or emotion through ambiguity, humor without strong sellingemphasisDefinitionBest suited to discretionaryItems associated with emotionsConditionsCompetitors may imitate toundermine strategy of differenceor pursue other alternativesCompetitiveImplications

  • Alternative Strategies: EmotionalEmotional creative strategy

  • Alternative Strategies: EmotionalAlpoThe Weightman Group

  • Alternative Strategies: GenericA claim that could be made by any company in that category. No attempt to differentiate the brand.DefinitionBest suited to brands that dominate a product category.ConditionsCompetitors may imitate but ones overall dominance will mean one gains a larger share of an increased pie.CompetitiveImplications

  • Alternative Strategies: PreemptiveA generic claim made with an assertion of superiority.DefinitionFew real functional differences between brands. Must be first in product category to make the claim, and to support it with sufficient ad weight.ConditionsEffectively precludes competitors from making a similar claim.CompetitiveImplications

  • Values

    Desired end states or behaviorTranscend any specific situationProduct attributes/consequences: means to the valued ends

  • Universal Human Values

    Self-DirectionStimulationHedonismAchievementPower

    SecurityConformityTraditionBenevolenceUniversalism

  • Individualistic Cultures

    Self-DirectionStimulationHedonismAchievementPower

    SecurityConformityTraditionBenevolenceUniversalism

  • Collectivistic Cultures

    Self-DirectionStimulationHedonismAchievementPower

    SecurityConformityTraditionBenevolenceUniversalism

  • Advertising Applications ofMeans - End Chains1. Value - Orientation

    The end-level(terminal or instrumental value) to be focused on in the advertising

  • Advertising Applications of Means - End Chains2. Brand Consequences

    The major positive consequences, or benefits of using the brand that the ad communicates

  • Advertising Applications of Means - End Chains3. Brand Attributes

    The brands specific attributes or featuresthat are communicated as a means of supporting the consequences of using thebrand

  • Advertising Applications ofMeans - End Chains4. Creative Strategy & Leverage Point

    The scenario or manner in which the advertising will tap into, reach, or activate the key value, or end-level that serves as the advertisements driving force

  • Means - End Chains and Advertising StrategyHealthy ChoiceAttributesConsequencesValues