Topic Advertising and marketing Strategy and Implementation

 Topic Marketing Strategy and Implementation Analysis Paper

7209MKT: IMC

Advertising strategy and rendering

1

LEARNING OBJECTIVES

• 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

advertising.

2

LEARNING OBJECTIVES

four The concept of means–end chains and

their role in formulating advertising and marketing

strategy.

a few Corporate picture and concern advertising

(inc. the roles of endorsers, humour,

fear, and guilt in advertising).

3

ADVERTISING AGENCY

BUSINESS

Creative services

Media services

Research solutions

• Develop

advertising backup

and promotions.

• Find the best

advertising

media.

• Study

customers'

buying behaviors,

purchase

personal preferences and

responsiveness.

4

Consideration

management

• Links the

agency with all the

client.

MAKING A CREATIVE

SIMPLE

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?

5

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?

6

IMAGINATIVE STRATEGIES

Useful Orientation

• Unique offering

proposition

Symbolic/Experiential

Orientation

• Brand graphic

Category–Dominance

Alignment

• Common

• Resonance

Pre-emptive

• Emotional

USP STRATEGY

Source: www.phillips.com.au

BRAND IMAGE TECHNIQUE

Source: http://www.vivrocks.com/inspirational-designs/ads-are-mad-episode-1-25-absolutely-brilliant-absolut-vodka-print-ads/

RESONANCE & EMOTIONAL

TACTICS

Source: www.kingfurniture.com.au

Source: http://quitnow.gov.au/internet/quitnow/publishing.nsf/Content/mta-2012-13

GENERIC & PRE-EMPTIVE

STRATEGIES

Source:

http://static4.businessinsider.com/image/4c6a9e327f8b9a7

30db40100-1200/diamonds-didnt-always-mean-forever. jpg

11

Origin: www.woolworthslimited.com.au

ONE OF A KIND SELLING IDEA

STRATEGY

• 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

competitors.

• It may power competitors to imitate or choose a

even more aggressive technique.

12

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

product classes.

• This plan most often entails prestige

promises; it almost never challenges competition directly.

13

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.

14

VIBRATION AND PSYCHOLOGICAL

STRATEGIES

Reverberation strategy

• A marketing campaign that resonates (or reflects) the audience's life encounters and applicable consumer ideals and way of living

orientation.

• Attempts to suit ‘patterns' within an ad together with the target audience's stored experience.

Emotional approach

• Tries to reach consumers at a visceral level.

• Takes on on the two positive and negative emotions.

15

MEANS-END

CHAINING

Attributes

Consequences

Principles

• The characteristics or elements

of marketed brands.

• What buyers hope

to receive (benefits) or

avoid (detriments)

when...

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