Advertising Development

Training – Sample Material

Where
Where Does
Does Advertising
Advertising Fit
Fit in
in the
the brand
brand building
building
process?
process?
The Complete Brand Building Way
Domain Advertising
Growth
Strategy Promotion
Management
Brand
Value Price Execution
Proposition &
Market Integrated Sales messaging/
Strategic Annual
Intelligence, Marketing CRM Analyzing
Pricing Global
Segmentation Strategy marketing
Strategy Marketing through
& and programs
and the Channel
Insights Long Term Budgeting
Planning
Equity
Appreciation Online Marketing
Plan
Direct
Marketing
Innovation
Management Others…

Models / Analytics

Inter-linked data – Sales data, costs/pricing, causal response, media habits, competitive data
What
What is
is Advertising?
Advertising?

Advertising is an expression of the brand

promise meant to influence target
consumer’s behavior and beliefs.

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How Does Advertising Work?
 How do we make money? Customer behavior
 What drives behavior?

Design programs to: … necessary to secure

appropriate behavior.
Appeal to Motivators (as is) ...
… and Create, Reinforce, or
Motivations
Change perceptions ... Behavior
Stimuli Perceptions
(Rational Emotional)

Consequences
(positive & negative
reinforcements)

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Advertising Can Influence Attitude in Many Ways
Advertising Influences Consumer Attitudes and Purchase Behavior
Awareness / Familiarity
with brand

Information re: Brand

Attributes or Benefits

Creation of Brand Image /

Ad Exposure
Personality
Brand Purchase
Attitude Behavior
Association of Feelings
with Brand

Linkage of Brand with Peers /

Experts and group Norms

Reminder or Inducement
about Brand Trial
55 Principles
Principles of
of Great
Great Advertising
Advertising

1. Based on powerful idea relevant to target audience.

a) Relevance must be based on deep consumer insight,
offering distinctive permission to purchase in preference to
competition.
55 Principles
Principles of
of Great
Great Advertising
Advertising

2. Must convey brand uniqueness, leading to a keen sense of

difference.

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55 Principles
Principles of
of Great
Great Advertising
Advertising
3. Creates a link to physical characteristics or usage of
product and deeper emotional appeal.

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55 Principles
Principles of
of Great
Great Advertising
Advertising
4. Adds to consumers’ knowledge of the brand.

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55 Principles
Principles of
of Great
Great Advertising
Advertising
5. Can be executed across multiple media vehicles.

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Key
Key Challenges
Challenges in
in Developing
Developing Advertising
Advertising

(Mis) Perception – advertising is a pure art-form.

Media environment.
Poor objective-setting.
Silo’d implementation.
Not enough outcome metrics.

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