Planning for Adv. Chapter # 3

Planning for Advertising Overview: Analyzing the Stage of Advertising for products. Setting Adv. Objectives Developing Adv. Strategy

Stages of Advertising Pioneering Stage Competitive Stage Retentive Stage

The Advertising Spiral (Advertising Stages of Product) Pioneering Stage Competitive Stage Retentive Stage

Pioneering Stage The Adv. Stage of a product in which the need for such product is not recognized and must be brought up. Adv. Must do more than to simply present a product. It must implant a new custom, belief, change habit, Develop new usage etc. E.g. Liquid hand/body wash soap, Men’s shampoo, Ready made/frozen/canned food, Electric Brush etc.

Purpose of Pioneering Stage Adv. To educate consumers about the new product or service. To show that a person has a need that was unknown before. To prove that this product is capable of fulfilling the need of the customer in an effective way.

Competitive Stage When a product is generally considered useful and it’s need is recognized. But it superiority over other similar brands is not identified by customers, i.e. Differentiation is missing. Advertiser needs to gain product preference in this stage. Most of the products exist in this stage of Advertising

Retentive Stage Third stage of Advertising reaches when a product is widely known as useful. It’s individual qualities are commonly appreciated. Product enjoys a strong Brand identity and reputation. Consumers exhibit considerable loyalty toward it. Most common it this stage is “Reminder Ads”. Advertiser’s main object at this stage is to maintain Market share.

The Advertising Spiral

Setting Advertising Objectives Set clear, specific objectives for Adv. Distinguish from Marketing Objectives. Consider overall promotional objectives of the firm. Make objective consistent with company image and history. Consider market and product history.

THE ADVERTISING STRATEGY “Advertising strategy is a simple statement which briefly repeats the advertising objectives and lists the primary and secondary methods to achieve them.”

CONVENIENCE GOODS PURCHSED FREQUENTLY, WITH MIN, EFFORT SEVERE COMPETITION NEED IS IMMEDIATE MIN. PLANNING AND COMPARISONS DONE

SHOPPING GOODS STONG COMPARISONS AND PLANNED PURCHASES NO. OF COMPETITORS ARE LESS THAN CON. GOODS OCCASIONALLY PURCHASED GOODS. CONSUMER WILLING TO PUT EFFORT AND ENERGY

SPECIALITY GOODS MAX PLANING AND COMPARISONS BRAND LOYALTIES HIGH EXCLUSIELY PURCHASED ITEMS HIGH COMPETITION

ADV. STRATEGY FOR CONVENIENCE GOODS MASS MEDIA OR MEDIA WITH WIDE COVERAGE. (ELECTRONIC MEDIA) EMPHASIZE ON ONE FEATURE OF BRAND(USP) CONSIDER COMPETITOR’S COMMUNICATIONS KEEP THE MESSAGE SIMPLE

ADV. STRATEGY FOR SHOPPING GOODS. PROMOTE MORE THAN ONE FEATURES OF BRAND. USE MEDIA WITH WIDE COVRAGE. ADDRESS TARGET MARKET ONLY PROVIDE PRODUCT RELATED INFORMATION.

ADV. STRATEGY FOR SPECIALITY GOODS. EMPHASIZE ON PRODUCT QUALITY, BRAND IMAGE AND GOOD WILL OF COMPANY USE MEDIA TO REACH ONLY TARGET MARKET( OUTDOOR, MAGAZINES, T.V. MESSAGES AT AIRPORTS, HOTELS) PROOVE SUPERIOR CUSTOMER VALUE AS WELL AS STATUS.

Creative exercise to develop Advertising Strategy In group of three, select any three brands from the following, Decide over the stage of Advertising spiral, Develop Advertising Objectives and match a suitable Adv. Strategy. Meezan Bank Motor bike Financing plan Dove moisturizing Shampoo PEL Power generators Levi’s 501 jeans Zong 4G Internet packages Red bull energy drink Orient Micro waves Lipton ICE-Tea Braun Electric Brush