Professor S.J. Grant

Spring 2007

Advertising Strategy & Tactics

BUYER BEHAVIOR, MARKETING 3250

Outline

Strategic decisions Executions

StructuralStylistic

Advertising Strategy

Reach vs. frequencyReach: how many people see

advertisingFrequency: how many times each

person sees advertising

Which is better?

Advertising Strategy

Points of parity vs. points of differencePoints of parity

• Category benefits

Points of difference• Brand benefits

Which is better?

Advertising Strategy

News vs. consistencyNews

• Fresh slant on known product

Consistency• Faithful to brand’s equity

Which is better?

Advertising Strategy

ExecutionsThe Big IdeaStory GrammarComparative AdvertisingHard Sell

Big Idea

Distilling your central message or concept to a few key executionsExample: Subway is about a healthy

fast-food alternative• Jared• Low number of fat grams• Eat fresh• Being “good”

Story Grammar

A drama to illustrate brand’s benefitsUsing characters who interact rather

than a spokesperson touting product’s benefits

Format: problem, how to solve problem, successful outcome

• Example: Alka Seltzer

Comparative Advertising

Claiming superiority over rivalsAds invoke rivalsNonleading brand must have

compelling advantage over leading brand

• Example: Pepsi Challenge

Hard Sell

What is the hard sell?Links brand to specific benefit built on

strong point of differenceSimple but blunt message

• Examples: Rolaids spells relief, Altoids is curiously strong

Symbols & Meaning

Advertising communication relies on meaning, which threads events and objects into an interdependent scheme

Meaning comes fromSelf-awarenessSelf-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

GenderWomen are communal – “Isn’t it hot?”Men are goal-directed – “Turn on the

AC” Social class

Upscale value distinction, tradition Middle class prefer order, organizationWorking 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 implies FUNCTIONALITY• 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

IBMMasculine, 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 soap Name Plain, white bar Advertising

emphasizes purity Product is gently

cleansing Advertising features

the chaste, clean-cut “Ivory girl”

Example 2: Coca-Cola Name is a bubbly

concoction of sounds Curvaceous, hand-fitting

bottle is informal, classic Cursive script of brand

logo conveys sense of flowing abundance

Times of relaxation, fun are primary usage occasions

Red is associated with joy, passion, vigor

Layering of Meaning

Resemblance? How do scripts differ?