Persuasion Final

Your Business Backbone
STRA TE GIC ADVERTI SI NG

INT RODUCTION
 Strategic planning process is

very specific in nature.
 All communication should be

consistent and support the
overall marketing objectives and
the marketing plan
INT RODUCTION
 An effective strategic planning process

could be summarized in 5 steps
1. Link the TG with overall marketing strategy
2. Determining the best positioning for the brand
within its marketing communication
3. Take the information developed in the first two
steps and relate it to specific communication
objectives
4. Develop a communication strategy
5. Consider how best to accomplish the task using
available marketing communication options
and selecting specific media for effectively
delivering the message
CLI EN TS BRI EF
 The strategic planning process

begins with the Clients Brief, a
review of various aspects like
the product description,
marketing objectives & goals,
the marketing plan, what
constitutes the target market.
CO NSTI TU ENTS O F
CLIEN T’ S BRI EF Your Business Backbone
Five key areas of information in a

clients brief
 Product Description
 Market Assessment
 Source of Business
 Competitive evaluation
 Marketing Objectives
PRO DUCT DESCR IPTI ON
What are you marketing?

 The product details
 Its functions
 Its benefits
 Usage details
MARK ET ASSESSMEN T
Up to date assessment of the

market in which you compete.
 Performance of related brands
 Where is the market heading?
 Any potential innovations or
new entries
 All information that might have
a real impact on the brands
performance
SO URCE OF BU SI NESS
Where do you expect business to

come from?
 Attracting new customers vs. attracting
customers of other brands
 Purchase behaviour of potential
customers
 The extent of competition of our brand
with products and services outside its
category.
CO MPETI TI VE
EV AL UATI ON Your Business Backbone
What is your competition and how

does it position itself?
An understanding of the
environment created by our
competitors marketing
communication.
 What are the creative
strategies of competition
 Media tactics used by them
MARK ETI NG OBJECTI VES
A brief document which

summarizes each of the key
marketing issues.
 Brand objectives
 Specific Market share
objectives
 Sales goals
DEVLO PIN G THE

ADVERTI SIN G STRATEG Y
WH AT IS
ADVERTI SI NG STRATEG Y Your Business Backbone
Advertising strategy is one

coherent idea about how the
advertising is going to work.
The role of an
advertising strategy is to
define what specific
marketing task the
advertising will perform
Spe cif ic marketing task
 Launch a new product

 Expand customer base
 Expand usage
 Reassure existing customers
 Increase loyalty
 Complete a specific market-
related task
– Eg Pepsi and Coke against
pesticides
How it wi ll achi eve that
task Your Business Backbone
 Where?
– Geographies and media
 At what cost?
– Above the line
– Below the line
PRO CESS
Setting an advertising strategy

involves answering 4 simple,
interrelated questions:
 ROLE (What is the advertising
going to do?)
 TARGET (Who is the ad going to
do it to?)
 CONTENT (How is it going to do
it?)
 MEDIA (Where and when?)
THE ROL E OF ADVE RTISIN G
(WH AT? ) Your Business Backbone
Advertising can:
 Generate Awareness, familiarity,

curiosity, top-of-mind recall
 Inform, demonstrate, argue,
claim
 Create images, associations,
personality, feelings
TH E A DVERTIS ING TARGE T
(W HO ?) Your Business Backbone
 A target is a desire or feeling that is

common to a proportion of consumers some
of the time and which advertising can
exploit
 Targets should not be literally defined by
“Who” (actual physical people) but different
feelings and attitudes
 Understand what is it in a person that
makes him susceptible.
THE CONT EN T
(H OW ?) Your Business Backbone
THE IDEA
 The ‘how’ part should contain
the twist that unites the target
and the objective into a coherent
advertising concept.
TH E ME DIA
(W HE RE A ND WH EN ?) Your Business Backbone
 The choice of delivery channels –

media. Where does the
advertising reach the target
audience and when.
MAK ING TH E RI GHT
CH OICE Your Business Backbone
 Buying a piece of the consumers

undivided attention is getting
increasingly difficult.
 Media choice and type of
advertising have to be
considered together by both
strategy and media teams.
SI X MAJO R MEDI A ISS UES
 Appropriateness to the
advertising task
 Appropriateness to the target
 Level of concentration
 Relative inter media value
 Synergy with the environment
 Scope for testing
HOW DO ES
ADVERTI SING W ORK Your Business Backbone
 While the marketing strategy

gives the blue print for how the
product should be promoted, the
role of advertising is to establish
and reinforce the positioning
defined in the marketing
strategy.
HOW DO ES
ADVERTI SING W ORK Your Business Backbone
 It is the nature of the consumer

decision involved that indicates
how advertising is likely to work
in a particular market.
 Consumer’s decision determines
how the positioning task should
be approached – with detailed
information, simplistic claim,
feelings or associations?
Per suasi on is i mportant
Persuasion starts from the

strategy
WAYS TO GET A
PERSUASION
‘YES’
TACTICS
x 1/2 = sold-out stock

A lady in a jewellery store was

THINK
trying to push certain THIS
ABOUTkinds of
turquoise jewellery without much
success. She finally left her
assistant a note telling her to cut
prices by 1/2.
Her assistant misread her note
and doubled prices.
The jewellery sold out.
OUR MAIN
‘TRIGGERS’
WEAPONS
Fix ed acti on pat terns
 Trigger feature
▲ Robin’s red breast
Fix ed acti on pat terns
 Trigger feature
▲ Turkey and polecat
Click . . .
whirr
Fixed action patterns
Expensive = good
click . . . whirr
PERCEPT UA L
CONTRA ST
Girl guides
I GO TTA PAY BAC K

WHAT YOU GA VE ME
The principle of
reciprocation
IF YOU WON’ T TAKE ME

TO DA RJEE LING, AT
LEAST
TAKE ME TO N ANDI
HI LLS
THI S WE EKEND
Reciprocal concessions
ALSO KNOWN AS
REJECTION-THEN-
RETREAT
COMM ITME NT AND

CON SI STE NC Y
Or why “a foolish consistency is

the
hobgoblin of simple minds.”
OUR NEARL Y
OB SES SIVE DES IRE
TO BE CON SIS TENT
IN WHAT
WE SAY AND DO.
LET ’S TRY A LI TT LE
EXERC ISE
LEAR NI NG
FRO M THE CH INESE
 Start small and build

▲ Small anti-American or pro-communist
statements
▲ The prisoners were always made to write
down their statements
▲ The statements were then read to fellow
prisoners
▲ And broadcast to the entire camp
 The results were that after the
war American prisoners believed
that the US were aggressors,
Two ke y l earn ings Your Business Backbone
1. Make them write down the

commitment
2. Make it public
THE EFFORT EXT RA

Initiation ceremonies
Ragging or hazing
The Marine Corps
“People who go through

a great deal of trouble to
attain
a thing tend to value it
more highly than persons
who
attain the same thing
with a minimum of effort.”
I’M DOING I T ‘CO Z I

WA NT TO DO IT .
The inner choice.

Making a person own what
he or she has done.
When you own feelings.
 No threats
 No large rewards
 It’s your own responsibility.
Which means you’ll do things

happily
without much badgering
(or repeated exposures to
advertising)
THE LOWBALL EFFECT

The gas experiment
A group of households were contacted

to save heating gas with energy-
conservation tips.
All agreed to try
Not much change in patterns of

consumption
The gas experiment
The next group of households were

given the same information and the
same request, but this time they were
told their names would be put into the
newspapers as good, public-spirited
citizens.
One month later, each household was

found to have saved 422 cubic feet of
gas.
The gas experiment Your Business Backbone
Then the rug was pulled out. Each family

received a letter saying it would not be
possible to publicize their names after
all.
At the end of the winter, the research

team found none of the families had
returned to their old, wasteful ways.
Instead, for each of the remaining
winter months they conserved more
fuel than they had at the time when
The gas experi ment
In percentage terms, they managed a

12.2% saving when they expected
to see themselves in the newspapers
But after the letter arrived they increased

their savings to 15.5%!
Conservation
Publicity
n
tio
va
lower energy bill
er
ns
Co
Need to reduce
foreign oil dependency
Conservation
Publicity
New self image
Pride in self esteem
n
tio
va
lower energy bill
er
ns
Co
Need to reduce
foreign oil dependency
Conservation
Publicity
New self image
Pride in self esteem
HOW CAN WE USE

THIS PRINCIPLE?
Product
promotion
t
uc
general well-being
od
Pr
families’ happiness
Promotion
Product
pirce
Emotional benefit
t
general well-being
uc
od
Pr
families’ happiness
Promotion
Product
pirce
Emotional benefit
YOU LIKE IT?

THEN SO DO I!
Social proof.
One means we use to decide
what is correct is to find out what
other people think is correct.
95% OF US ARE IMITATORS

AND ONLY 5% INITIATORS
So people are more persuaded
by the actions of others than
by any proof we can offer.
Not on TV alone
 Politicians
 Preachers
 The biggest selling bla-bla in the
world
When does it work?
 When people are uncertain.

KITTY GENOVESE
When does it work? Your Business Backbone
 Since nobody is concerned,

nothing is wrong.
 In an emergency, you would
have a better chance of survival if
there was only one bystander
instead of several!
But only if people cannot be sure

that you really need help.
THE FRIENDLY THIEF
Liking
Tupperware parties
 It works on the simple insight

that since you know and like your
hostess you are more likely to buy
from her.
Where can we use this? Your Business Backbone
 Personalized, friendly, personal

letters.
 Likeable commercials
 Likeable people in commercials
YOU’RE GOOD-LOOKING.
I TRUST YOU!
Physical attractiveness - people are
more likely to buy from, promote,
interact with, like and assign good
qualities to good looking people
Where can we use this?
The same applies to ads and

other stuff we do
I’M MORE LIKELY

TO BELIEVE ME
(NATURALLY)
I LIKE YOU -
YOU’RE LIKE ME
Similarity.
People are more likely to
buy from, promote, interact with,
like and assign good qualities
to people who look like themselves
Where can we use this?
Isn’t it obvious?
We must put people who resemble
our target audience into our ads
instead of beautiful models and
chunky hunks.
EVERY ONE IS A
SUCKER FOR
FLATT ERY
Compliments
Has it been used?
 Joe Girard’s ‘I like you’ cards

I KNOW YOU.
I’LL DO WHAT
YOU WANT ME TO DO.
Contact and cooperation.
We like things that are familiar
to us.
Let’s try a little experiment.
 The face you see most often is

the face you like more
 Familiarity affects liking
THE NATURE OF
BAD NEWS
INFECTS THE TELLER
“Conditioning and association”
The principle of association
 Positive and negative

 Why beautiful girls next to fast
cars sell
 Celebrities
 Food and fondness
 “Us” when India wins. Those
“ahems” or “they” when India
loses
 Using celebrities
FOLLOWING
AN EXPERT
Authority
Why?
 The deep-rooted sense of duty

to authority
“An extreme willingness of

adults
to go to almost any lengths on
the command of an authority”
Take an example Your Business Backbone
Insert in R ear
MEN CLAD IN A LITTLE

BRIEF
AUTHORITY
Titles
The guard experiment
How many people obeyed when

the guy was in plain clothes?
How many people obeyed when

the guy was in uniform?
42%
92%
CRITICIZING YOURSELF
Admi t some fa ults
 Argue against your own interests

 Admit some small faults
 Criticize yourself
 Apologize
YOU CAN’T HAVE IT!

I WANT IT! I WANT IT!
Scarcity or potential
unavailability
Why scarcity works Your Business Backbone
 Kennesaw, Georgia
 The 10 Commandments
✡ “The Lord was a terrible psychologist”
 “Les Chinois A Paris”
 Restricting books
Why scarcity works
 The onion crisis (hoarding in

general)
 The Civil Rights movement in the
USA
 Gorbachev
✡ When it comes to freedoms, it is more
dangerous to have given for a while than
never to have given at all.
Why scarcity works
 The $1 million
“Poseidon
Adventure”
lesson
Why scarcity works
We hate to lose our freedom

Defiance
The desire not so much to
experience a scarce
commodity as to possess it.
How to use scarcity
 Limited numbers
 Limited dates
 Deadlines
 Right now!
A quick sum-up
 Reciprocation
 Commitment and consistency
 Social proof
 Liking
 Authority
 Scarcity

Persuasion Final

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Your Business Backbone

STRA TE GIC ADVERTI SI NG

 Strategic planning process is

 All communication should be

 An effective strategic planning process

 The strategic planning process

Five key areas of information in a

What are you marketing?

Up to date assessment of the

Where do you expect business to

What is your competition and how

A brief document which

DEVLO PIN G THE

Advertising strategy is one

 Launch a new product

Setting an advertising strategy

 Generate Awareness, familiarity,

 A target is a desire or feeling that is

 The choice of delivery channels –

 Buying a piece of the consumers

 While the marketing strategy

 It is the nature of the consumer

Per suasi on is i mportant

Persuasion starts from the

x 1/2 = sold-out stock

A lady in a jewellery store was

I GO TTA PAY BAC K

IF YOU WON’ T TAKE ME

COMM ITME NT AND

Or why “a foolish consistency is

 Start small and build

1. Make them write down the

THE EFFORT EXT RA

“People who go through

I’M DOING I T ‘CO Z I

The inner choice.

Which means you’ll do things

THE LOWBALL EFFECT

A group of households were contacted

Not much change in patterns of

The next group of households were

One month later, each household was

Then the rug was pulled out. Each family

At the end of the winter, the research

In percentage terms, they managed a

But after the letter arrived they increased

HOW CAN WE USE

YOU LIKE IT?

95% OF US ARE IMITATORS

 When people are uncertain.

 Since nobody is concerned,

But only if people cannot be sure

THE FRIENDLY THIEF

 It works on the simple insight

 Personalized, friendly, personal

The same applies to ads and

I’M MORE LIKELY

 Joe Girard’s ‘I like you’ cards

 The face you see most often is

 Positive and negative

 The deep-rooted sense of duty

“An extreme willingness of

MEN CLAD IN A LITTLE