Goals of Advertising

Brand Awareness and Positioning  Make people aware that the brand exists and how it’s positioned Brand Trial  Encourage customers to try the product Brand Preference  Convince customers this brand is the best Brand Reminder  Remind customers of the “tried and true” Brand Repositioning  Establish position in the minds of new customers

Creating a Message

Intent effective advertising has a marketing objective (eg. increasing brand awareness) the creators of the advertising must know the intent of the message and the goals of the advertisement

Message Usually crafted by an advertising agency  it is the agency team that develops the message they must:  research the product to determine the unique selling proposition and the “big idea”  select an appeal that will communicate the proposition and the idea to the target market  create the message around the “big idea” for the selected media that will deliver it to the target audience

Unique Selling Proposition The unique selling proposition (USP) is the feature that cannot be duplicated by any other product while the “big idea” is the message that will be used to communicate the USP to the target audience.

Using SWOT to develop USP A SWOT analysis is used to look at the strengths and weaknesses of the brand, the opportunities for the brand in the market, and the threats to the brand from the competition. SWOT = strengths / weaknesses / opportunities / threats [see page 349]

Appeal Advertisements can appeal to consumers in four ways:  Biological  Emotional  Rational  Social

Group Activity