1. Creative Advertising Strategy: Part 29

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

3. 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

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

5. 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

6. Alternative Strategies: Brand Image
Marlboro Man

7. Alternative Strategies: Brand Image
Evian
Natural Spring
Water

8. 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

9. Alternative Strategies: Resonance
Quaker
rice cakes

10. 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

11. Alternative Strategies: Emotional
creative
strategy

12. Alternative Strategies: Emotional
Alpo
The Weightman Group

13. 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.

14. 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.

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

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

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

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

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

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

21. 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

22. 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

23. 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