Advertising strategy and rendering
• After learning this part you should
appreciate and be able to clarify:
1 The role of advertising organizations and the
marriage between company and client.
2 The features of successful advertising.
several The alternative kinds of creative
four The concept of means–end chains and
their role in formulating advertising and marketing
a few Corporate picture and concern advertising
(inc. the roles of endorsers, humour,
fear, and guilt in advertising).
• Find the best
personal preferences and
• Links the
agency with all the
MAKING A CREATIVE
1 . What is the background to the job?
2 . What is the strategy?
a few. What is our task on this job?
4. What is the corporate and/or company positioning?
five. What are the client's objectives for this task?
6. Who is the target target audience?
BUILDING A CREATIVE
SHORT (CONT. )
7. What does the target audience at the moment think/feel?
eight. What do we wish the target market to think/feel?
9. What do we want the prospective audience to complete?
10. Precisely what is the single-minded proposition?
14. Why should the prospective audience consider this proposition? 12. Just how should we speak to them?
• Unique offering
• Brand graphic
BRAND IMAGE TECHNIQUE
RESONANCE & EMOTIONAL
GENERIC & PRE-EMPTIVE
ONE OF A KIND SELLING IDEA
• Advertiser claims are based on the superiority of
an item attribute that may be unique and represents
a important and distinctive consumer gain.
• This strategy is most beneficial when point of
big difference cannot be quickly matched simply by
• It may power competitors to imitate or choose a
even more aggressive technique.
MANUFACTURER IMAGE APPROACH
• Says are based on psychological
differentiation and symbolic relationship.
• Your own brand is given a definite identity or
personality, especially in homogeneous
• This plan most often entails prestige
promises; it almost never challenges competition directly.
BRAND IMAGE STRATEGY (CONT. )
• Brand graphic advertising can even be
described as transformational advertising.
– It acquaintances the brand having a unique group of
psychosocial features with which it
would not always be typically linked to the same
degree with no exposure to the ad.
– It endows brand consumption with a particular
experience that differs coming from similar brands.
VIBRATION AND PSYCHOLOGICAL
• A marketing campaign that resonates (or reflects) the audience's life encounters and applicable consumer ideals and way of living
• Attempts to suit ‘patterns' within an ad together with the target audience's stored experience.
• Tries to reach consumers at a visceral level.
• Takes on on the two positive and negative emotions.
• The characteristics or elements
of marketed brands.
• What buyers hope
to receive (benefits) or