1. Examining Business Problems

2. The Role of Advertising Developing Advertising Strategy In the How to Plan Advertising reading, Butterfield asserts that “whilst every advertising problem starts life as a business problem, not every business problem ends up with an advertising solution.” (p. 31)

3. The Role of Advertising Butterfield (cont.) “And let’s also be clear that we’re talking about the brand’s business problem, usually expressed in commercial terms, not just an attitudinal or ‘image’ issue.” (p. 33)

4. The Role of Advertising The Nature of Business “Problems” Business problems can be positive or negative The focus of business problems tends to be on the product or service on which an organization is based

5. The Role of Advertising Business Problems in Commercial Terms Market share Market penetration Sales Product positioning/re-positioning Product seasonality Others?

6. The Role of Advertising The Nature of Advertising “Problems” Advertising problems focus on outcomes/effects of communication and tend to be measured in terms of audience response…

7. The Role of Advertising Advertising Problems Awareness Comprehension Educate Inform Generate awareness Persuade (overcoming inertia) Add value With caveats of intervening variables

8. The Role of Advertising Toward Problem Resolution “Interrogating the marketing mix” –“…advertising is one quarter of one quarter of the total mix” Examine the broader situational context –Technological, social, legal/political

9. The Role of Advertising Toward Problem Resolution Analyze the consumer’s relationship with the brand

10. The Role of Advertising Problem Resolution Problems tend to be addressed in terms of objectives that establish a basis for strategies and tactics that will resolve business problems