Download ppt - Creative Advertising Strategy: Part 2

Creative Advertising Strategy: Part 2

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Alternative Advertising StrategiesAlternative Advertising Strategies

Unique Selling Proposition (USP)Brand ImageResonanceEmotional

GenericPreemptive

Alternative Strategies:Alternative Strategies: Unique Selling PropositionUnique Selling Proposition

Superiority claims based on unique physical feature or meaningful benefit

Definition

Most useful when point of difference cannot be readily matched by competitors

Conditions

May force competitors to imitate or choose more aggressive strategy

CompetitiveImplications

Alternative Strategies: USPAlternative Strategies: USP

• M & M candies–Melts in your mouth, not in your

hands

http://www.m-ms.com/

Alternative Strategies:Alternative Strategies: Brand ImageBrand Image

Claims based on psychosocialdifferentiation, usually symbolicassociation

Definition

Best for homogeneous goodwhere differences are difficult to develop (e.g., cola)

Conditions

Often involve prestige/identityclaims; rarely challengecompetition directly



Marlboro Man


EvianNatural Spring

Water

Alternative Strategies:Alternative Strategies: ResonanceResonanceAttempts to evoke stored lifeexperiences of prospects togive product relevantmeaning or significance

Definition

Best for socially visible goods;requires considerable consumerunderstanding to design messages

Conditions

Few direct limitations oncompetitor’s options; most likelycompetitive response is imitation


Alternative Strategies:Alternative Strategies: ResonanceResonance

Quaker rice cakes

Alternative Strategies:Alternative Strategies: EmotionalEmotional

Attempts to provoke involvement or emotion through ambiguity, humor without strong sellingemphasis

Definition

Best suited to discretionaryItems associated with emotions

Conditions

Competitors may imitate toundermine strategy of differenceor pursue other alternatives



Emotional creative strategy


Alpo

The Weightman Group

Alternative Strategies:Alternative Strategies: GenericGeneric

A claim that could be made by any company in that category. No attempt to differentiate the brand.

Definition

Best suited to brands that dominate a product category.

Conditions

Competitors may imitate but one’s overall dominance will mean one gains a larger share of an increased pie.


Alternative Strategies:Alternative Strategies: PreemptivePreemptive

A generic claim made with an assertion of superiority.

Definition

Few real functional differences between brands. Must be first in product category to make the claim, and to support it with sufficient ad weight.

Conditions

Effectively precludes competitors from making a similar claim.


ValuesValues

• Desired end states or behavior• Transcend any specific situation• Product attributes/consequences:

means to the valued ends

Universal Human Values

Self-DirectionStimulationHedonismAchievementPower

SecurityConformityTraditionBenevolenceUniversalism

Individualistic Cultures



Collectivistic Cultures



Advertising Applications ofAdvertising Applications ofMeans - End ChainsMeans - End Chains

1. Value - OrientationValue - Orientation

The end-level(terminal or instrumental value)

to be focused on in the advertising

Advertising Applications of Advertising Applications of Means - End ChainsMeans - End Chains

2. Brand ConsequencesBrand Consequences

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

the ad communicates

Advertising Applications ofAdvertising Applications of Means - End Chains Means - End Chains

3. Brand AttributesBrand Attributes

The brand’s specific attributes or featuresthat are communicated as a means of

supporting the consequences of using thebrand

Advertising Applications ofAdvertising Applications ofMeans - End ChainsMeans - End Chains

4. Creative Strategy & Leverage PointLeverage 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 advertisement’s driving force

GreatTasting

Means - End Chains and Means - End Chains and Advertising StrategyAdvertising Strategy

Low fat HealthySelf-respect

WisdomMany flavors

Varietyof choices

Freedom(of choice)

Highquality Lack of

self-control

Happiness,Pleasure

Healthy Choice

Attributes Consequences Values