Creative Advertising Strategy: Part 2 9

Alternative Advertising Strategies Unique Selling Proposition (USP) Brand Image Resonance Emotional Generic Preemptive

Alternative Strategies: Unique Selling Proposition Definition Superiority claims based on unique physical feature or meaningful benefit Conditions Most useful when point of difference cannot be readily matched by competitors Competitive Implications May force competitors to imitate or choose more aggressive strategy

Alternative Strategies: USP M & M candies Melts in your mouth, not in your hands

Alternative Strategies: Brand Image Definition Claims based on psychosocial differentiation, usually symbolic association Conditions Best for homogeneous good where differences are difficult to develop (e.g., cola) Competitive Implications Often involve prestige/identity claims; rarely challenge competition directly

Alternative Strategies: Brand Image Marlboro Man

Alternative Strategies: Brand Image Evian Natural Spring Water

Alternative Strategies: Resonance Definition Attempts to evoke stored life experiences of prospects to give product relevant meaning or significance Conditions Best for socially visible goods; requires considerable consumer understanding to design messages Competitive Implications Few direct limitations on competitor’s options; most likely competitive response is imitation

Alternative Strategies: Resonance Quaker rice cakes

Alternative Strategies: Emotional Definition Attempts to provoke involvement or emotion through ambiguity, humor without strong selling emphasis Conditions Best suited to discretionary Items associated with emotions Competitive Implications Competitors may imitate to undermine strategy of difference or pursue other alternatives

Alternative Strategies: Emotional creative strategy

Alternative Strategies: Emotional Alpo The Weightman Group

Alternative Strategies: Generic Definition A claim that could be made by any company in that category. No attempt to differentiate the brand. Conditions Best suited to brands that dominate a product category. Competitive Implications Competitors may imitate but one’s overall dominance will mean one gains a larger share of an increased pie.

Alternative Strategies: Preemptive Definition A generic claim made with an assertion of superiority. Conditions Few real functional differences between brands. Must be first in product category to make the claim, and to support it with sufficient ad weight. Competitive Implications Effectively precludes competitors from making a similar claim.

Values Desired end states or behavior Transcend any specific situation Product attributes/consequences: means to the valued ends

Universal Human Values Self-Direction Stimulation Hedonism Achievement Power Security Conformity Tradition Benevolence Universalism

Individualistic Cultures Self-Direction Stimulation Hedonism Achievement Power Security Conformity Tradition Benevolence Universalism

Collectivistic Cultures Self-Direction Stimulation Hedonism Achievement Power Security Conformity Tradition Benevolence Universalism

Advertising Applications of Means - End Chains 1. Value - Orientation The end-level (terminal or instrumental value) to be focused on in the advertising

Advertising Applications of Means - End Chains 2. Brand Consequences The major positive consequences, or benefits of using the brand that the ad communicates

Advertising Applications of Means - End Chains 3. Brand Attributes The brand’s specific attributes or features that are communicated as a means of supporting the consequences of using the brand

Advertising Applications of Means - End Chains 4. Creative Strategy & Leverage Point The scenario or manner in which the advertising will tap into, reach, or activate the key value, or end-level that serves as the advertisement’s driving force

Means - End Chains and Advertising Strategy Attributes Consequences Values Self-respect Wisdom Low fat Healthy Healthy Choice Many flavors Variety of choices Freedom (of choice) High quality Lack of self-control Happiness, Pleasure Great Tasting