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Advertising Strategy
& Tactics
BUYER BEHAVIOR, MARKETING 3250
Outline
Evaluating advertising Strategy • Is advertising on strategy? Tactics • How well is it executed? • Executions • Structural • Stylistic Advertising Strategy
Reach vs. frequency
Reach: how many people see advertising Frequency: how many times each person sees advertising
Which is better? Advertising Strategy
Points of parity vs. points of difference
Points of parity • Category benefits Points of difference • Brand benefits
Which is better? Advertising Strategy
Executions “The Big Idea” “Hard Sell” vs “Soft Sell” Story grammar Big Idea What is the “big idea”? Distilling your central message or concept to a few key words Example: Subway is about a healthy fast-food alternative • Jared • Low number of fat grams • Eat fresh • Being “good” Hard Sell
What is the hard sell?
Presenting the compelling benefits of an idea, a product, or a service Urges the consumer to take action Characteristics A hard sell would list specific items and sale prices Make specific, actionable offers Soft Sell What is the soft sell? It says "Welcome, come look around. Get a feel for who we are and how we can help you." Characteristics Soft sell advertisement might sell the look and feel of a store Doesn’t encourage immediate purchase Story Grammar
Drama is used to illustrate a problem,
episodes to address problem and outcome Often use extreme situations to illustrate the problem Symbols & Meaning Advertising communication relies on meaning, which threads events and objects into an interdependent scheme Meaning comes from Self-awareness Self-definition Advertising – and consumption – is symbolic of human aspiration Symbols & Meaning
Visual and figurative language of
advertising is deliberately chosen to convey a subliminal message in addition to the central message Thematic inferences are code for whom the product is intended Thematic Inferences
Gender Women are communal – “Isn’t it hot?” Men are goal-directed – “Turn on the AC” Social class Upscale value distinction, tradition Middle class prefer order, organization Working class seek functionality, value Thematic Inferences
How are themes communicated?
Visual cues that are imbued with meaning • Colors • Browns, greens, earth tones communicate aridity, masculinity; primary colors imply childishness • Reverse type • Implies • Phallic symbols • Connote power, strength, dominance technical expertise Thematic Inferences
More visual cues
• Fonts • Bold, block type impliesFUNCTIONALITY • Italic type communicates VELOCITY • Serif type conveys formality • Black and white • Conveys seriousness, drama, journalistic veridicality • Proximity • Close-ups imply intimacy, personal relevance Thematic Inferences
More cues • Film allusions • Literary references • Orwell’s “1984” • Biblical figures • Samsonite • Adam & Eve • Mythology • Historical events Examples in Advertising IBM Masculine, traditional, organized Apple Feminine, friendly, alternative Marlboro Arid, strong, independent, frontier Harley-Davidson Rugged individuality, nonconformist, testosterone Layering of Meaning
Meanings are layered to create a
unique brand impression Many layers of meaning add to the complexity of the brand, which can become a point of differentiation Layering also allows a brand to communicate how a concrete attribute can map into an abstract benefit Layering of Meaning Example 1: Ivory Example 2: Coca-Cola soap Name is a bubbly Name concoction of sounds Plain, white bar Curvaceous, hand-fitting Advertising bottle is informal, classic emphasizes purity Cursive script of brand Product is gently logo conveys sense of cleansing flowing abundance Advertising features Times of relaxation, fun the chaste, clean- are primary usage cut “Ivory girl” occasions Red is associated with joy, passion, vigor Layering of Meaning Resemblance? How do scripts differ?
