ADVERTISING MANAGEMENT

Consumer
Understanding

Concept
Development

Evaluate
Copy
Strategy
Air, print,
publish ad
Doing
the ad

Advertising
Brief

Consumer Understanding
Marketing
- building strong relationships through building brand
> Brand Differentiation
> Loyalty
- selling a brand, not a product
Brand Equity
- what your brand stands for in the minds and hearts of your
consumers
- your value to your consumers
Advertising
- an expression that creates an impression among its target
consumers
Different Types of Adverising
1. Brand Ad - building/creating brand equity
2. Retail Ad - at point of sale or where its sold
3. Political Ad - communicate a certain agenda or political campaign
4. Directory Ad - making sure people know where to buy/reach you
5. Direct Response - direct to consumer; sale via reply mechanism
6. Business to Business - for industrial customers; info heavy
7. Corporate Ad. - establishing and strengthening corporate identity
8. Advocacy Ad. - focused on public service messages

Key Players in Advertising Development

1. Client/Advertisers
2. Creative Agency - develops content
3. Media Agency - ad placement
4. Production Outfit - executes creative material (directors, etc.)
3 Types of Consumers
1. Decision makers
2. Users
3. Purchasers
Target Market
- group of people most likely to respond favorably to your brands
benefit
- interested + potentially interested
1. Demographics
- socio-economic factors that influence behavior
2. Psychographics
- psychological factors that shape inner self
3. Behavioristic
- observable actions relating to purchase decision
Advertisings Role
- create preference for your brand by opening up the minds of your
consumers to your brands benefit or promise
- understand consumer/customer perception
Perception
- a process by which we receive info through our sense and assign
meaning to them
- grounded on accumulated experiences or encounters
- types:
1. Selective Exposure
- exposing ourselves only to the things that are
pleasant to us
2. Selective Distortion
- interpreting info in a way that it is consistent with
our own opinions or experiences
3. Selective Retention
- disregarding info we think is irrelevant

- sources/influences:
1. Culture - everything, tangible and intangible, that define
people and their way of life
2. Society
3. Reference Groups - group of people we use as models
for behavior for particular situations
4. Family - who we are; early affirmations and punishments
6 Steps in Buying
Steps

How ads help

Need Recognition

realization of a need

makes us aware of
needs

Information Research

look for ways to satisfy

needs

make us aware of
available options

Evaluation and
Comparison

comparing brands
before choosing

allow decisions to lean

towards certain brand

Outlet Selection

determine where to
avail

direct and inform

where

Buy/Actual Purchase

actual availing of
product

packaging persuades
you to actually buy

Evaluation

determining if you
made the right choice

affirms the decisions

you make

Trend vs. Fad

1. Will product fit basic lifestyle changes?
2. Is products or services benefit immediate?
3. Can product or service be personalized?
(product should be indispensable, part of the consumer)
4. Is product or service a trend or just a side effect?
5. Do other developments support this products or services
benefit?
6. Who has adopted to this change?
*Fad - short term, 6 months
* Trend - long term, sustained interest, more than 5 years,
- general direction of market

Checklist of Consumer Understanding

1. Determine market trends
2. Develop understanding of consumers vocabulary/lingo
3. Understand consumer habits and practices
4. Determine consumer needs and hierarchy of these needs
5. Understand consumers perception of competition
6. Determine consumers perception of your own product
7. Understand the signals that your product is working for your
consumers
8. Discover emotional reasons why consumers use your product
Finding opportunities and identifying minimum expectations
1. Write/list down all attributes
2. Rate importance and metness
Importance Rating

Metness Rating

Reading

Very

Very

Minimum Expectations

Very

Somewhat

Opportunities

Very

Not

Opportunities

Somewhat

Not

Second Opportunities

Concept Development
Concept

- a promise a brand makes to resolve an unmet need or consumer

frustration
- reason why your product will be able to satisfy a need/frustration
- description or portrayal of elements that may affect consumer
perception
- includes:
1. Benefit
2. Consumer Belief
3. Product Support
4. Key Elements
- why do we need strong concepts:
> higher in-market trial
> outlive target market
> correlate well with financial stress
> correlate well with good advertising

- elements of a strong concept

R elevant Benefit
E limination of a Negative
P roduct Superiority
T rend Growth
I dentifiable Competitive Advantage
L oved Brand
E xcellent Value
Concept Development vs. Advertising Development
Concept Development

Advertising Development

Purpose:
- positioning statement
- develop and optimize core
product idea

Purpose:
- execute an identified winning
strategy

Why?
- introduce a new brand
- reverse decline
- advantage of new technology
and breakthroughs
- defend against competition
- rationalize/optimize brand
portfolio

Why?
- dramatize and effectively
communicate a winning
concept
- identify new consumer
insights to keep benefits fresh
and relevant
- explore various execution
options for a new market

Overall Concept Guidelines

1. Need/technology-driven
2. Uses consumer language
3. Consistency of elements
4. Pictures only aid the concept (unlike print ads)

Elements of a Winning Concept

1. Accepted Consumer Belief (ACB)
- expresses the target markets frustration or unmet need
- creates perspective for the rest of the concept and shows
the target market how much you understand them
- types:
1. Existing belief or perception
2. Statements that set up a problem or describe a
paradox
3. Establishing a competitive position
- guidelines:
1. Use consumer language
2. Focus on one problem/belief at a time
3. Set up realistic/solvable problems
4. Try not to say anything nice about your
competitor
2. Benefit Statement
- brands promise
- Whats in it for me?
- address what was set up in ACB
- types:
1. Product/ Functional Benefit
- describe products functional advantage
in more objective/measurable terms
2. People/Emotional Benefit
- describes benefit in more subjective
terms and highlights the emotional/
psychological value the target consumers
get from the product
- principles:
> must ladder from product benefit
> direct result of using a specific brand
> more than an emotional benefit
- guidelines:
1. Use consumers language
2. Focus on primary benefit
3. Distinctive and relevant to target market
4. Benefit shows superiority

* Maslows Hierarchy of Needs

Self Actualization --> universal harmony
Ego
--> self image; self-esteem
Social
--> acceptance by others
Safety
--> no harm; security
Physiological
--> price/value
* Laddering
- technique used to get a deeper understanding of
the consumers needs
- why is the benefit important
3. Reason to Believe
- lends credibility to the benefit, reassures
- types:
1. Unique Product Feature/Ingredient
2. Product Action
3. Endorsement
- guidelines:
1. Use consumer language
2. Supports benefit tightly
3. Check logic with consumers
4. dont be too technical, think like the consumer
4. Headline
- expresses most important idea in the concept
- captures interest to make them read the whole concept
- samples:
1. Improvement
2. Competitive
3. New/Unique
- guidelines:
1. Dont try to be clever. This is not a print ad
2. Clear, simple, single-minded.
3. Treat it as if its the only thing the consumers
will remember.
4. Make it the last thing you write since it
summarizes the concept.
The Promise Board
I promise you (will)....
I know that its important to you because...
You can believe and trust my promise because...
Here are the different ways you can experience my promise...
To summarize, I promise...
Heres what this experience will cost you.

Copy Strategy
Copy Strategy
- precise articulation of what we want our target consumers to
understand about what our brand stands for and why they should
prefer it over competition.
- long term, very rarely to change
- basis for formulating brand equity
- should be:
1. Distinctive
- differentiate through RTB and BC
2. Decisive
- 2 benefits at most, prioritize
3. Simple
- Grade 4 level vocabulary
4. Clear
- not prone to misinterpretation
5. Avoid executional elements
- may be limiting
Concept

Copy Strategy

ACB

BS

BS

RTB

RTB

Brand Character

- read by consumers
- checks if benefit is relevant to the
target market

- read by ad agency
- written in business language
- basis for your ad

Brand Character
- describes the personality, human traits or attitude that your brand
stands for and embodies in its advertising
- describing your brand as if it were a person
- relatable to all target consumers
- form/build relationships

10 Commandments of Copy Strategy

1. You should not have hidden benefits
2. You should not have too many benefits
3. Do not write vague benefits
4. Avoid using the word best.
5. Avoid unclear comparative statements
6. Prioritize benefits if you have more than one
7. Avoid vague RTB
8. Dont have too many RTB
9. Always have a brand character
10. Avoid vague brand characters
3 Ways of Increasing Revenue through Marketing
1. Increase users
a. those who have never used the product
b. from competitors
c. point of market entry group
2. Increase usage
a. quantity
b. usage amount suggestion
3. Increase uses
a. frequency of use
b. compatibility/function
c. requirement for effectivity
* What is your advertising designed to increase?
* Aim is to change consumers mindset

The Advertising Map

Current

Future

What TM currently does

(Action)

Then they will do this

(Desired behavior)

Because they currently think...

(Benefit Barrier)

If I can make them think this way

(Brands benefit)

Benefit Barrier: Thoughts about your brand that prevent target

consumers from behaving the way you want them to.
Insights

- attitudes and experiences consumers identify with

- things they think (mind) and feel (heart) and how they
behave (hand)
- types:
1. Product Insight
- habit focused
- attitude formed out of previous experience with
products functional use.
- questions:
1. What is the expected standard of
excellence?
2. When does product fail?
3. Is the way the product work different
from the way you think it works?
2. People Insight
- how people feel
- psychological
- questions:
1. How does the product improve
peoples lives?
2. What/when is the most important
moment when you realize you need the
product?
3. Whats the important area/item for
which the product is used?
4. Who will notice the products
benefit/effects?
5. Who can I trust or believe to help me
solve my problems?