CHAPTER 8: ADVERTISING STRATEGYPREPARED BY:

JOHN ROBIN CRUZMARK REINIER LIMTANGCO

SORZOX MACEDAJHUNIL OPELARIO

JIREH PEÑAALMIRA JANE PERGISJUDY 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 product2. Product function 3. Correct usage 4. New uses5. New distribution6. Price adjustment

III. ADVERTISING OBJECTIVES

TO PERSUADE target customers about:1.Brand preference2.Brand switching3.Urgency to buy now4.Action to be taken (like phone-in-

inquiry)

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 MIX1. 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 spend (advertising budget)6. HOW to measure effectiveness of results (advertising

testing)

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

• PRODUCT SOURCE Ginseng: Proudly made in Korea

IV. ADVERTISING MIX

• USER SEGMENT Duty Free Shopping: For balikbayan shopping

• USAGE BEHAVIOUR Viva Mineral Water: Wash Away Your Excesses

• EXPERIENCE / FEELING Chowking: Dito Kumakain ang Masarap Kumain

• 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 positioning2.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 ADVERTISING1. 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 WRITING1.Brand Overall Objectives2.Target Market3.Diagnostic Positioning4.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 company’s

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 awarenessVARIABLES 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 meaningfulRecognition – 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 FrequencyReach 1. When the brand has a strong brand franchise2. When the product use-up rate is low3. When making announcements of high news value4. When products advertised are in the innovative stage

(as in a product life cycle)5. When target audience is broad and undefined6. When product user base is still growing

IV. ADVERTISING MIX

Frequency

1. When weak brand loyalty exists in the product category2. When product use-up rate is fast3. When message to be delivered is complex4. When high top of mind recall is essential to purchase 5. When market pre-emption is desired6. When strong competition exists

IV. ADVERTISING MIX

D. ADVERTISING BUDGETFactors to be considered:1.Product Category2.Competition and Market Shares3.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

DOES IT PERSUADE?IS IT RELEVANT?

IS IT UNDERSTOOD?

BUY TEST BUY SCALE

REFERENCE:FUNDAMENTALS OF MARKETING

BY: JOSIAH GO AND CHIQUI ESCAREAL-GO