The Advertising Process

How Advertising Works?

• Advertising rarely directly forces consumers to make a

purchase

• Mostly it creates ‘consumer preference’ (consideration)

towards particular brands (depending on consumer’s needs / wants)

• Therefore, an advertiser must understand and focus on

consumer’s needs and wants that make them choose
one brand over another
Advertising and Brand Building
Brand Positioning Physical, Sensory, Emotional
Fulfillment I
Marketing Needs n
Product Benefit t
Need Stimulation e
Need Satisfaction r
Relevance, n
Satisfaction a
Brand Consumer l
Identification,
Desirability T
r
Self Expression
i
Brand Choice
g
External Trigger g
Advertising Wants e
Brand Imagery r
Brand Promise Expected Self Image
Aspirations
The Advertising Planning Process
The Advertising Planning Framework

Media
Strategy
Marketing Advertising
Objective Objective Media
Mix

Marketing Role of Advertising Creative Creative

Strategy Advertising Strategy Brief Strategy

Creative
Mix
Segmentation Key Media

Target Group Audience Style / Design / Tone

Positioning Key Message Idea / Campaign

Steps in Advertising Planning
Objectives, Tasks and Budgets

Target Audience Definition and Profiling

Advertising Strategy

Message Strategy and Tactics Media Strategy and Tactics

Implementation Implementation

Execution and Monitoring of the Plan

Advertising Objective
 Advertising Objectives

• Provides criteria for decision-making and benchmarking

evaluation for results

• Ideally sales goals or market share goals

• However, as advertising impacts sales over a longer

run, use of Intermediate advertising goals - awareness,
preference, improve image, change attitude,……
 Setting Advertising Objectives

• Often depend on the stage of development of the

brand (sometimes even product category):

– Early Stage ---- Brand Awareness ---- Information

– Competitive Stage ---- Brand Preference ---- Persuasion

– Mature Stage ---- Brand Reinforcement ---- Reminder

Key Intermediate Advertising Goals

Brand Awareness

Informative
Brand Familiarity

Brand Comprehension Brand

Preference Sales
Brand Image

Brand Personality
Associative

Brand Relationship
However, marketing problem may outline multiple or complementary advertising objectives, which
may need multiple or complementary advertising strategies
Advertising Strategy
 Audience Strategy

• Undifferentiated Targeting
– All possible consumers, mass audience
– Examples: Coke, McDonalds, Google, PayTm, Amazon,…

• Differentiated Targeting
– Multiple target groups
– Examples: Sony, Toyota, Honda, Samsung, Dabur, Flipkart,…

• Niche Targeting
– One focused, homogenous target segment
– Examples: Ferrari, Lacoste, Hugo Boss,…
 Message Strategy
Emotional Appeal

Associative
Brand Identity Elements

Feeling

Brand Brand Brand

Awareness + Persuasion = Preference

Thinking

Functional
Brand Utility Elements

Necessary condition Sufficient condition

Rational Appeal
Possible Message Differentiation

• Product Characteristics (ingredients, texture, performance,

packaging, country of origin, etc.)

• User Characteristics (no. and kind of people who use it)

• Usage-of-product benefits (sharing, giving, self-indulgence)

• Production process (any special manufacturing process, etc.)

• Surprising facts about the product, users and usage

Possible Message Differentiation

• Price Characteristics (cheap, value for money, premium, exclusive)

• Image Characteristics (quality, personality, trendy, etc.)

• Satisfying Psychological / Physiological Needs

(thirst, hunger, sex, status, self-confidence, being a good wife / mom / father,….)

• Product Heritage (founders, years of establishment, lineage,…)

 Media Strategy

• How much to spend? Media Budget

• Where to spend? Media

Selection (Vehicle)

• In what quantum? Media Format

• When, how frequently? Media Scheduling