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Topic Advertising Strategy and Implementation

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Topic Advertising Strategy and Implementation
7209MKT: IMC

Advertising strategy and implementation

1

LEARNING OBJECTIVES
• After studying this chapter you should understand and be able to explain:
1 The role of advertising agencies and the relationship between agency and client.
2 The features of effective advertising.
3 The alternative styles of creative advertising. 2

LEARNING OBJECTIVES
4 The concept of means–end chains and their role in formulating advertising strategy. 5 Corporate image and issue advertising
(inc. the roles of endorsers, humour, fear, and guilt in advertising).

3

ADVERTISING AGENCY
ORGANISATION
Creative services

Media services

Research services

• Develop advertising copy and campaigns.

• Select the best advertising media.

• Study consumers’ buying habits, purchase preferences and responsiveness. 4

Account management • Links the agency with the client. CONSTRUCTING A CREATIVE
BRIEF
1. What is the background to this job?
2. What is the strategy?
3. What is our task on this job?
4. What is the corporate and/or brand positioning?
5. What are the client’s objectives for this job?
6. Who is the target audience?
5

CONSTRUCTING A CREATIVE
BRIEF (CONT.)
7. What does the target audience currently think/feel?
8. What do we want the target audience to think/feel?
9. What do we want the target audience to do?
10. What is the single-minded proposition?
11. Why should the target audience believe this proposition?
12. How should we speak to them?
6

CREATIVE STRATEGIES
Functional Orientation
• Unique selling proposition Symbolic/Experiential
Orientation
• Brand image

Category–Dominance
Orientation
• Generic

• Resonance

Pre-emptive

• Emotional

USP STRATEGY

Source: www.phillips.com.au

BRAND IMAGE STRATEGY

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

RESONANCE & EMOTIONAL
STRATEGIES

Source: www.kingfurniture.com.au

Source:
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