Goals of Advertising Goals of Advertising n Brand
Goals of Advertising
Goals of Advertising n Brand Awareness and Positioning ¨ n Brand Trial ¨ n Convince customers this brand is the best Brand Reminder ¨ n Encourage customers to try the product Brand Preference ¨ n Make people aware that the brand exists and how it’s positioned Remind customers of the “tried and true” Brand Repositioning ¨ Establish position in the minds of new customers
Creating a Message
Intent effective advertising has a marketing objective (eg. increasing brand awareness) n the creators of the advertising must know the intent of the n message and the goals of the advertisement n
Message n Usually crafted by an advertising agency ¨ it is the agency team that develops the message n they must: ¨ research the product to determine the unique selling proposition and the “big idea” ¨ select an appeal that will communicate the proposition and the idea to the target market ¨ create the message around the “big idea” for the selected media that will deliver it to the target audience
Unique Selling Proposition n The unique selling proposition (USP) is the feature that cannot be duplicated by any other product while the “big idea” is the message that will be used to communicate the USP to the target audience.
Using SWOT to develop USP A SWOT analysis is used to look at the strengths and weaknesses of the brand, the opportunities for the brand in the market, and the threats to the brand from the competition. n SWOT = strengths / weaknesses / opportunities / threats [see page 349] n
Appeal n Advertisements can appeal to consumers in four ways: ¨ Biological ¨ Emotional ¨ Rational ¨ Social
Group Activity
- Slides: 9