Your Business Backbone

Theory

Various ways of arriving at a

strategy
 TH E CO NSU MER’ S
DECIS IO N Your Business Backbone

Understanding how consumers

make a choice in whatever
product, is an excellent starting
point for developing the
advertising strategy.
AI DA M ODEL
Your Business Backbone

AWARENESS

INTEREST

DESIRE

ACTION
 THE CONS UM ER ’S BU YING
SY STE M Your Business Backbone

TRIGGER CONSIDER

QUIT

EXPERIENCE SEARCH

BUY CHOOSE
 STAG E I
Your Business Backbone

TRIGGER
• Category motivators.

• Consumer begins to think about a

purchase. First time/ repeat.

• Routine, Impulse, Solution, Lifestyle or a

combination.

What kind of purchase is it?

 STAG E II
Your Business Backbone

CONSIDER
• Frame of reference.

• Consumer thinks about what satisfaction

he/she wants from the purchase

• Self maintenance, self expression, self-

reward/ gift, self improvement

What is the purchase needed for?

 STAG E I II
Your Business Backbone

SEARCH
• Information sources

• Consumer collects & evaluates information

• Active to passive sources – Direct

experience, WOM, Editorial, Media,
Collaterals.

What are the best available information

sources?
 STAG E I V
Your Business Backbone

CHOOSE
• Brand discriminators

• Consumer begins to form preferences for

brands

• Functional & Non functional benefits,

personality, values.

What values best separate and elevate

the brand?
 STAG E V
Your Business Backbone

BUY
• P.O.S impact

• Consumer has made up his mind, but can

stay with/ change decision

• Moment of truth – Distribution, Display,

Price, Promotion, Trail, Sales staff, Sales
experience, After sales

Where is the brand strong/ weak?

 STAG E VI
Your Business Backbone

EXPERIENCE
• Brand satisfaction

• Consumer is using the brand post

purchase.

• Brand Delivery – Performance as promised?

Reassurance.

Did the brand meet my expectations?

 Your Business Backbone

AR RIVI NG AT AN
ADVERTI SING ST RATEG Y
HOW DO Y OU GO ABO UT
IT? Your Business Backbone

Marketing strategy and an

analysis of consumer
decision moulds the
advertising strategy.
 HOW DO Y OU GO ABO UT
IT? Your Business Backbone

 Some of the common

approaches are to use:
 Positioning of the product
 Classification of needs
 Sales increasing tautology
 Value chains, difference analysis
 Qualitative research
 Consumer experience
 Lifecycle
 Your Business Backbone

PO SI TI ONING
 CO MMO N APPRO ACH ES
FO R PO SI TI ONING Your Business Backbone

Focusing on one specific attribute

 ‘Engineered like no other car in
the world’ - Mercedes
Staking out a point on the
price/quality relationship
 ‘It coasts more but /I’m worth it’
- L’Oreal shampoo
 CO MMO N APPRO ACH ES
FO R PO SI TI ONING Your Business Backbone

Associating the brand with

some particular usage
(occasion or type)
 ‘Have a break, have a KitKat’
 When it absolutely, positively,
has to be there overnight’ -
Federal Express
 CO MMO N APPRO ACH ES
FO R PO SI TI ONING Your Business Backbone

Product Class
 7 Up, ‘The uncola’ positioned
itself as an alternative to cola for
similar usage occasions and
similar people
 Castrol – Liquid Engineering
 CO MMO N APPRO ACH ES
FO R PO SI TI ONING Your Business Backbone

Against a competitor
 Comparing your products values
with those of the competitors.
 Showing the competitors product
( coke bottle) without the logo,
referring to it as ‘another leading
brand’ etc.
 CO MMO N APPRO ACH ES
FO R PO SI TI ONING Your Business Backbone

The projected user, the type of

person for whom the brand is
supposedly designed
 Build up characters “the
Marlboro man”
 Use ‘real’ people rather than
hunky, sexy models
 CO MMO N APPRO ACH ES
FO R PO SI TI ONING Your Business Backbone

Brand Personality - The

character of the brand itself
 CO MMO N APPRO ACH ES
FO R PO SI TI ONING Your Business Backbone

Symbol objects - Associating

the brand with objects which
have the connotations desired
for the brand.

 Eg: “Baseball, hotdog, apple pie

and Chevrolet”
 Your Business Backbone

CLASSI FI CATI ON OF
NEED S
 GE NE RATIV E POS SIB IL IT IES
OF CLASS IF IC ATION OF NEE DS Your Business Backbone

Six basic motivations which can

be exploited by advertising
 Functional Benefit
 Pleasure
 Identity
 Image
 Admiration
 Altruism
AD VERTI SI NG STRATEG IES
FO R N EWS P APE R
CATEG ORY Your Business Backbone

 Functional – keeps you well informed, you

will be better at your job, make decisions
more easily, avoid mistakes.
 Pleasure – highlighting lighter elements
like fashion and sport
 Identity – One likes to feel that one is a
well informed person.
 Image – the paper you read talks a lot
about you.
 Admiration – The kind of people who read
this news paper
 Altruism- using recycled print or is
circulated for a noble cause.
 Your Business Backbone

THE
‘S ALES INC REASING
TAUT OL OGY ’
 THE
‘S ALES INC REASING
TAUT OL OGY ’ Your Business Backbone

 Current Users
– Greater Loyalty
– Heavier use
• Current use, more frequent
• New (extra) uses
 Current Non Users
– Convert from other brands
– New to product field
• Same use as current users
• New uses
 Your Business Backbone

VALU E CH AI NS,
DI FFEREN CE AN ALYSI S
 VALU E CH AI NS,
DI FFEREN CE AN ALYSI S Your Business Backbone

 To examine any little differences

between the product and its
competitors
 Focus separately on each stage
of the manufacturing process
and identify the value add
which could differentiate the
offer made to the consumer
from its competitors
 VALU E CH AI NS,
DI FFEREN CE AN ALYSI S Your Business Backbone

Consider all factors like:

 Raw materials
 Manufacturing process
 Packaging
 Distribution
 Price
 Image communication
 Appearance
 Functioning
 Your Business Backbone

5
QUALI TATI VE RESEARCH
 QUALI TATI VE RESEARCH
Your Business Backbone

 The target for advertising is

essentially a qualitative idea, a
question of understanding the
consumers feelings
 Getting from quantitative definition
of target in the marketing strategy
to the qualitative advertising
target is often helped by
qualitative research
 Your Business Backbone

6
CO NSU MER EXPERIEN CE
 CO NSU MER EXPERIEN CE
Your Business Backbone

 What is the process of buying?

 What is the effect of owning? –the
convenience, the pride, the security
 What is the process of consumption
how, when, in what company, with
what feelings?
 What is the effect of consumption or
the effect of not having the product
available?
 Recast the product benefit in terms of
the consumer need or problem.
 Your Business Backbone

7
LIFECYCLE
 LI FE CYCLE
Your Business Backbone

Launch – Establish the brand as quickly

as possible in a position which a me-too
will find difficult to pre-empt
Growth – Development of the launch
campaign. Post testing of launch
campaign, who has been attracted and
why
Maturity – Reinforce and subtly update
the image that is appreciated by the
steady group of regular buyers
Decline – Address the cause and
decide accordingly
 HAN DLI NG ALTERN ATI VE
AD STRATEG IES Your Business Backbone

 Applying the ideas should

generate two or three plausible
strategies
 How do you choose the optimal
concept?
LO GIC AL PROCEDUR E Your Business Backbone

A logical procedure for dealing with

alternative ‘hows’ or advertising concepts
 Advertising objectives
– Concept A
– Concept B
– Concept C
 Concept evaluation
 Optimized concept
 Creative Brief: Request three executions
– Creation 1
– Creation 2
– Creation 3
 Judgment and testing
 Optimized creation
 PRA GMATI C APPRO ACH
Your Business Backbone

A pragmatic approach for benefiting from

alternative advertising concepts
 Advertising objectives
– Concept A
• Creative Brief A
• Creation
• Judgment and testing
– Concept B
• Creative Brief B
• Creation
• Judgment and testing
– Concept C
• Creative Brief C
• Creation
• Judgment and testing
 Optimized Creation
 Your Business Backbone

CREATIVE BRI EF
 CREATIVE BRI EF
Your Business Backbone

 It’s the culmination of all the

strategic work – the spring board
for the creative idea.

Market information
Creative Creative solutions
Consumer Research
Brief The Idea
Strategic Thinking
 CO MPO NEN TS OF TH E
CREATIVE BRI EF Your Business Backbone

 Key facts behind the brand’s current

positioning
 A statement of what the advertising can
genuinely be expected to achieve.
 Definition of the target audience
 Their key beliefs and attitudes, now, that can be
exploited, reinforced or changed.
 What he is doing now
 Qualitative feelings, developing a human image
 A statement of what the advertising must
communicate to change the targets beliefs,
attitudes or behavior
 Guidance as to the tone of the ad

 TH E CREATIVE BRI EF
Your Business Backbone

Key facts, background behind

the brand’s current positioning
 Good briefs explain both the reasons
behind the situation described and
information that will be built on the
creative strategy.
 Bad briefs typically report in detail all
the current problems without
stressing the elements that when
provided leads to the solution.
 TH E CREATIVE BRI EF
Your Business Backbone

What can the ad genuinely achieve

(or problem and objectives)
An ad cannot ‘sell more products’. Nor
can it convince people that black is
white. The aim of the ad should be a
simple task the creative team can
immediately understand and believe in.
 A good brief concentrates on consumer
perceptions and the changes that could
benefit the brand.
 A bad brief tends to concentrate on the
product itself and its problems
 TH E CREATIVE BRI EF
Your Business Backbone

Characterize the target audience.

 A good brief must give insights into the
targets belief and motivations that will
allow the creative work to hook on to
some motivating quirk in the consumers
mind. It needs to get under the skin of
the consumer and indicate how the
consumer can be touched.
 A bad brief just provides demographic
details and some research conducted on
the target audience. It reduces the target
audience to ‘heavy user, middle income
household with children…”
 TH E CREATIVE BRI EF
Your Business Backbone

Creative strategy – Message

(promise/ support)
This describes the brand promise, and
the support in terms of the product
benefits.
 A good brief already does the creative
work. It offers creative strategies, or
‘hows’. It is the real spring board to the
creative idea.
 A weak brief just offers no help beyond
the bare bones of what has to be done. It
often introduces no more than what has
 TH E CREATIVE BRI EF
Your Business Backbone

Tone
Qualitative inputs covering competitive
advertising often suggests what sort of
advertising seems right. Consideration
of the type of consumer decision also
gives information as to type of tone
most appropriate.
This is an important strategic decision
and should not be left to the creative
team to resolve.
 TH E CREATIVE BRI EF
Your Business Backbone

Choice of media
Media is a critical part of the advertising
strategy, and the creative team needs
to understand it. It gives an
understanding as to what is it that they
have to produce and execute
physically, that apart, this reasoning
behind the choice of media often adds
to their comprehension of the message
or tone being aimed at.
 5 G OLDEN RU LES
Your Business Backbone

 Strenuously sift out ‘non ideas’

 Recognize when you don’t have
an idea
 Be single-minded
 Avoid jargon
 Give examples