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creative advertising strategy
delivered to you by Yuliya An
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Steve Jobs, 29, 1984
new Macintosh brandduring Superbowl football game
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new Macintosh brandduring Superbowl football game
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What makes effective advertising?
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What makes effective advertising?
It must extend from sound marketing strategy.Compatible with
other elements of IMC.
1.
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What makes effective advertising?
Effective advertising must take the consumers view.Product
benefits, not attributes.
2.
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What makes effective advertising?
Effective advertising is persuasive.Benefit for the
consumer.
3.
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What makes effective advertising?
Advertising must find a unique way to break through the
clutter.Audiovisual wallpaper.
4.
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What makes effective advertising?
Good advertising should never promise more than it can
deliver.Ethics + smart business sense.
5.
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What makes effective advertising?
Good advertising prevents the creative idea from overwhelming
the strategy.Persuade and influence, not for its own sake.
6.
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What makes effective advertising?
Be creative.
7.
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What are advertising plans and strategies?
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What are advertising plans and strategies?
Evaluation of consumer behavior related to the brand.
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What are advertising plans and strategies?
Evaluation of consumer behavior related to the brand.
Evaluation of the competition.
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What are advertising plans and strategies?
Evaluation of consumer behavior related to the brand.
Evaluation of the competition.
A coordinated effort.
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What are advertising plans and strategies?
Evaluation of consumer behavior related to the brand.
Evaluation of the competition.
A coordinated effort.
Advertising strategy
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Advertising
strategy
Five-step program.
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Specify the key fact.a single-minded statement from the
consumers point of view.
1.Advertising
strategy
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State the primary marketing problem.from the marketers point of
view.
2.Advertising
strategy
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State the communications objective.what effect to have and how
it should persuade consumers.
3.Advertising
strategy
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Implement the creative message strategy.(1) define the target
market; (2) identify the primary competition; (3) choose the
promise; (4) offer reasons why.
4.Advertising
strategy
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Establish mandatory requirements.e.g. corporate logo or
slogan.
5.Advertising
strategy
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Creative brief
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What is means-end chaining?
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What is means-end chaining?
ProductAttributes
ConsumerBenefits
LeveragePoint
PersonalValue
Executional Framework
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What is means-end chaining?
ProductAttributes
ConsumerBenefits
LeveragePoint
PersonalValue
Executional Framework
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What is means-end chaining?
ProductAttributes
ConsumerBenefits
LeveragePoint
PersonalValue
Executional FrameworkProduct
Attributes
ConsumerBenefits
LeveragePoint
PersonalValue
Executional Framework
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What is means-end chaining?
ProductAttributes
ConsumerBenefits
LeveragePoint
PersonalValue
Executional Framework
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What is means-end chaining?
Database with over 25,000 companies.
Internship in U.S.
Success stories of the program
interns
Success
Executional Framework
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Creative without strategy is called 'art.' Creative with
strategy is called 'advertising.'
Jef I. Richards
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Thank you.Questions are welcome.
