Brand advertising strategy 1-

Part I

Brand advertising strategy

A. Target audienceCharacterise by following dimensions:1. Demographics2. Psychographics – life style3. Reading, viewing and listening habits4. Current behaviour within product category

B. Source of businessWhat shifts in current attitudes and behaviour are needed to increase sales volume?

C. Distinctive performance features of the brand1. Objective - What physical characteristics can be recognised by

the senses.2. Subjective - What are the emotional attitudes attaching to the

brand?

D. Main consumer benefitWhat is the main consumer benefit and how does this relate to the needs and attitudes of the target audience?

E. Support evidence of consumer benefitWhat arguments can be brought to bear:1. On a rational level (objective)2. On an emotional level (subjective)to support the consumer benefit?

F. Brand positioning objectiveSummarise briefly:To whom this product is addressedWhat it does for themHow it does itHow will we articulate this benefit

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G. Communication objectiveWhat are the desired responses from the target audience?What would we like them to NOTICEWhat would we like them to BELIEVEWhat would we like them to FEEL

H. Executional guidelines1. What is the language style and tone most likely to engage the attention

and sympathy of target audience?2. Are there any visual or copy elements essential to communication?3. Any other constraints that should influence creative execution.

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Creative brief

A. Brand positioning objectiveSummarise briefly:To whom this product is addressedWhat it does for themHow it does itHow will we articulate this benefit

B. Communication objectiveWhat are the desired responses from the target audience?What would we like them to NOTICEWhat would we like them to BELIEVEWhat would we like them to FEEL

C. Executional guidelines1. What is the language style and tone most likely to engage the attention

and sympathy of target audience?2. Are there any visual or copy elements essential to communication?3. Any other constraints that should influence creative execution.

Part II

Advertising strategy (definitions and guidelines)

Demographics Describe target audience physically and statistically based

on age, sex, education, income, occupation, type and size of community in which they live.

Psychographics Describe target audience in terms of their life style – attitudes and behaviour that are relevant to the product category and the brand. Avoid language which is vague and ambiguous, but use what really produces an understanding and mental picture of the prospect.

Reading, viewing andlistening habits Describe statistically the relationship of the target

audience to the available media: press, TV, radio, cinema. Describe the intensity / frequency of their habits and the nature of the program or editorial content.

Current attitudes and behaviour within category Describe current attitudes and behaviour to leading

brands within category, in terms of awareness, use patterns, satisfied and unsatisfied needs, both rational and emotional.

Source of business Describe how and to what degree must current attitudes and behaviour be changed to promote increased volume for our brand. Show source of new business:…… % from current users of brand…… % from non-users of category…… % from current users of other brands:

from brand A ….. %from brand B ….. %from brand C ….. %

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Distinctive performancefeatures of the brand

Objective Select those physical attributes of the brand whichdistinguish it from other brands (form, ingredients, colour, fragrance, packaging, delivery method, use instructions, end results, size, price) and which will be relevant to the advertising message and lead to a UNIQUE PERFORMANCE FEATURE.

Subjective Describe attitudes to the brand which are different from other brands.

Main consumerbenefit Describe what this product does that is meaningful to the

target audience. Describe how this satisfies physical and emotional needs not satisfied by other products.

Support evidenceRational Select those physical characteristics of the product that

make its performance claims most believable. State objective corroborative evidence from tests that support its claims.

Emotional Describe how the consumer perceives that an emotional benefit has been received.

Brand positioningobjective Summarise information briefly in:

A. Target audienceB. Distinctive performance featuresC. Main consumer benefitD. Support evidence

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Communicationobjective

Notice List in order of priority those physical characteristics which we want the consumer to see, hear about and remember.

Believe Describe what deductions and conclusions the consumer should make from what se sees and hears.

Feel Describe the emotional response that the consumer should have to her conclusions and how this contributes to her life.

Executional guidelines Describe the vocabulary of the target audience in relation to the product. Describe the relationship between the tone and style of the communication and the relevant aspects of demographics and psychographics. List those visual or copy elements which are believed to be essential to effective communication. List those visual and copy elements that are a proven part of the existing brand image and contribute positively to consumer responses. List any other constraints of a legal or company policy nature.

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Advertising strategy (explanatory notes)

A. Target audience

Demographics – This would normally include a description of the following:AgeSexEducation levelIncome levelMarital statusFamily status – number and age of childrenSocial environment – type of dwelling and size of community

It is appreciated that while most demographic parameters are constant internationally, national censuses sometimes subdivide differently in relation to income levels, education levels and community sizes.The UK for example, has subdivisions which it calls social-economic, thus perpetuating the mistaken belief that there is a constant relationship between family background, education level and income level. In such cases it would probably be as well to explain how these subdivisions are arrived at or alternatively roughly divide our analysis into quartiles. Education levels can usually be adequately described in terms of Primary (to statutory level), Secondary (beyond statutory level but not university), Higher (university and post graduate) or alternatively the age at which formal education ceased: 14-16 years, 18-20 years, 20+ years.

Psychographics – life style – It is difficult here to list all the elements that might be considered in describing a prospect in terms of psychographics or life style. A better understanding of the subject for those to whom it is unfamiliar might be obtained by viewing the S.E.E. tape (no. 6-1 “Life Style”) or by reading “Life Style and Psychographics” by William D. Wells published by The American Marketing Association in 1974. Suffice to say that it is a description of the behaviour and attitudes of the target audience that are relevant to the brand. For example, it is probably necessary in many of our brands to decide whether the prospect is modern or traditional, houseproud or directed to satisfactions outside the home. We build a clear understanding of character type that clearly separate the Favor prospect from the M.S.P. prospect, or the “US” user from the “Mum” user, that is not demonstrated by demographics alone.

Reading, viewing and listening habits – This information will not only influence media choice and therefore the creative execution eventually but will also give further information that expands that provided by both demographics and life style. Are the major prospects among light or heavy TV-viewers? Do they listen to radio stations and/or time segments that broadcast rock concerts or chamber music? Do they read magazines about home care of about fashion? Do they go to the cinema?

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Current behaviour within the product category – Describe the target audience in terms of their current behaviour and attitudes towards all the significant brands within the category.

Awareness attitudes - Needs fulfilled/unfulfilled by existing brands both on a rational and emotional level.

Patterns of use - Light or heavy users, brand loyal or brand switching.

Source of business – Knowing what is current behaviour, it is possible then to set objectives in terms of changing current behaviour in favour of our brand. Extra business for a brand may come either from intensifying the behaviour of current users – by attracting non-users of the category or by switching the loyalties away from other brands, or if it is thought that a less than single-minded objective can be effectively pursued, a combination of all three. For example:

Our current users have bought on average 2 units in the past year. We intend to increase volume by 50% by increasing that average to 3.We intend to increase the penetration of our brand from x% to y%. Of the increment: 60% will come from users of Brand A

20% will come from users of Brand B20% will come from non-users of the category

B. Distinctive performance features of the brand

1. Objective A brand may have several physical characteristics that make it different from other brands. These will most frequently be found among the following list:- Form- Ingredients- Colour- Fragrance- Packaging- Delivery method- Use instructions- End result- Size- Price

Selection of the relevant physical characteristics should lead to the distinctive functional attribute.All characteristics are not necessarily to be used in the communication. Although we would like the audience to NOTICE that US Antiperspirant has a distinctive overcap or that Tahiti Douche is in a cubed package, they are not the distinctive features that lead to a distinctive functional attribute. A narrowing down and refining process will be necessary to privilege those that contribute to and substantiate a unique selling proposition.

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2. Subjective Certain emotional attitudes may attach to a brand that make it distinct from others. The possibilities are legion, so a check list is not indicated. Examples may help to illustrate the tings to look for:

(i) In blind tests in-France there is little difference between S.C.J. No Scrub and Woolite No-Scrub. In labelled tests Woolite wins significantly. Woolite through its heritage is shorthand for mild, sage, efficient cleaning of precious and sensitive fabrics, therefore must be best for carpets.

(ii) US Antiperspirant has no performance characteristics superior to other leading brands but because it has always addressed itself to young, active people in “torture test” situation, it is believed to be more effective.

C. Main consumer benefit A product performance feature to be a desirable benefit to a target consumer needs to be translated into terms that not only impinge upon the senses but also engage the emotions and contribute to the life style. If we can think of it as three levels that move from the distinctive feature (level 1) through distinctive performance feature (level 2) to the emotional involvement of the target audience (level 3) then the following examples may be illustrating.The statement of the first level often presents a single choice but the consequence and effect on the consumer often present multiple choice.

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Product Level 1Distinctive feature

Level 2Distinctive performance

Level 3Main consumer benefit (involvement of target audience)

Car 3000 cc engine a) Faster acceleration You are regarded as potent and virile. Women are attracted to you.

b) Smoother, quieter running

You are seen to be discerning and sophisticated. You will be admired by discerning and sophisticated people.

c) Faster overtaking – safety

You can be confident you are protecting yourself and your family. They appreciate your care.

d) Longer lasting – economy

You will save money by keeping the car longer and so have more money to spend on more important priorities than cars.

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Toothpaste Contains fluoride a) Protects children’s teeth – fewer cavities

Children are happier because of reduced need for dental treatmentORMothers need not be constantly worrying about this aspect of their children’s health.

Keeps teeth protected longer from the acidity of food.

Busy people who cannot brush after every meal have protection from tooth decay, thus allowing them to concentrate on other priorities in their daily lives, with more confidence.

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Aerosol furniture polish

Contains beeswax

Brings to furniture care the highest qualities of traditional methods in a modern form.

Your family and friends will notice that your precious furniture is cared for by a traditional and tried method without knowing your secret of how easy it now is. You will be admired.

Your home will be a welcoming and warm place which invites happy social relationships.

The care of your furniture will create continuity of family life because you will pass on to your children the things and ideas that your mother passed on to you.

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D. Support evidence of consumer benefit A well constructed and well thought trough consumer benefit in “C” should almost be self evident on a rational as well as an emotional level. In the example of the car, it can be seen flashing by other motorists and the admiring glances of lady bystanders is a self evident emotional benefit. Nevertheless, effective communication may be enhanced by explaining that the 3000cc engine develops 120 B.H.P. at 4000 rvs. per minute on the rational level as evidence of its power to the technically minded. Evidence of the driver’s success with women is unlikely to be argued or practically demonstrated within the normal bounds of good taste or what is acceptable to the media, beyond a glimpse of those admiring glances!

In the case of the toothpaste, the fact that its claim is endorsed by the Dental Association who can provide statistical evidence that children using the product have 30% less cavities, is a strong rational support for the benefit. On the emotional level, it is probably not difficult to obtain the agreement of the mother that a child that finds visits to the dentist a pleasure is likely to be contributing more to her own happiness and peace of mind than one who kicks and screams.

The furniture polish with beeswax may be rationally demonstrated by showing its thick waxy consistence or pointing out its honey fragrance. On the emotional level, the proposition that a woman who cares for her home and makes it warm and welcoming is likely to attract more like-minded friends than the woman with an uncared for home, is not difficult to demonstrate. Here the questions of lifestyle become even more important in the choice of argument since conversely the woman with the uncared for home is likely to be repelled by such an emotional benefit as a male chauvinist device for the enslavement of women and she can never form part of the target audience for such a product.

E. Brand positioning objective The brand positioning objective is explored in A, B, C and D. The reason for summarising it in E is twofold:1) It is an expression with which most of our Managers already feel comfortable.2) On those occasions when we are working with a creative brief instead of the

detailed brand advertising strategy, a succinct statement of the brand’s positioning will be valuable.

It is important however, to keep before us that the essence of brand positioning is not that area on a positioning axis or any other graphic representation of the market which the brand occupies but where it is positioned in and what share it has of the consumer’s mind which leads us naturally to the image communication objective.

F. Communication objective The setting of these objectives in terms of desired responses is to distance us from the shallow manufacturers based claim “We would like to convince the target audience that …..” and to bring us closer to the emotional relationship which we would like the target audience to have with the product. Level 3 versus level 1 only.

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It has another advantage in that in measuring the effectiveness of our advertising it is more fruitful to measure responses against desired objectives than to measure the amount of information passed.

What we would like them to NOTICE are those physical elements of the consumer benefit that can be taken in by the senses. The 3000cc engine, the fluoride in the toothpaste, the beeswax in the furniture polish.What we would like them to BELIEVE is what the rational mind can be led to understand are the consequences of such a characteristic, faster motoring, fewer cavities, more beautiful furniture. What we would like them to FEEL is how such a consequence is relevant to their life. It attracts more girl friends, it makes children happier and more agreeable, it expands one’s circle of like minded friends.

G. Executional guidelines 1. Language style and tone – An understanding of the psychographic life

style and emotional needs will be an important factor influencing choice in this area. Demographics will also play their part not the least through education levels. A highly technical explanation of the engineering and mechanical features of the car is unlikely to influence the buyer who is motivated by colour and chrome. A discourse on the chemical properties of beeswax may undermine its status as a natural and traditional ingredient.

2. Essential visual and copy elements – If experience has taught that it is difficult to obtain adequate responses to furniture polish without showing a demonstration on a rich wood dining table, then this element should be written into the strategy.

Similarly, if visual and copy elements such as animation for Raid. “Klear never yellows”, “You’re O.K. with US” have become part of the brand personality, then they should be abandoned or omitted consciously and not, as sometimes happens, by default, so it would be as well to consider this question at this time.

3. Any other constraints is something of a final “catch all” and can cover legal constraints – no comperative advertising or any general company policy requirements – sign-off from Johnson Wax.

It is sometimes said that placing constraints on creative effort renders it less productive. This may be so, but since this creative strategy is the joint product of agency and company people, it is probably more productive to flush out disagreements and form decisive action standards at this stage than have misunderstanding drag on throughout the creative development.

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SummaryThe objectives of the advertising strategy format seek to follow a logical sequence in the development of our thinking. It starts out by defining the current status of the market and the target consumer – “Where are we?”- “Why are we there?” -, it draws out a statement of “Where would we like to be?”. It then goes on to examine the best fit between our product and the goals and satisfactions that the consumer is seeking, which answers the question “How could we get there?”. The final step which returns us to “Where are we?” in the planning circle is “Are we getting there?”, which is not part of the Advertising Strategy but of the evaluation of the advertising in its ability to product the desired responses.

Another way of looking at the model is:1. What are the current attitudes and behaviour of target audience?2. What do we have as a selling proposition that can change those attitudes

and behaviour?3. What responses do we want from the target audience after exposure to our

advertising?4. How are we going to encourage those responses?

This brings us to a final word on research. The questions posed by the creative strategy are rich in opportunity for speculation and imagination. When developing answers, it would be as well to subject every statement to the question “How do we know this?” to direct our investigations always back to a thoroughly researched knowledge of the consumer.