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Advertising Strategy: Kruti Shah Alan D'Souza

This document discusses advertising strategy and the key components of an effective advertising campaign. It explains that an advertising strategy should include a big idea to creatively communicate the strategic message to the target audience. The strategy is then brought to life through creative executions like advertisements. The document provides examples of Dhara oil's advertising strategy and outlines two common formats used for developing a strategy statement. It also overview several strategic approaches that can be taken and gives brief examples of strategies used by different brands.

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Hetal Ksbm
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266 views

Advertising Strategy: Kruti Shah Alan D'Souza

This document discusses advertising strategy and the key components of an effective advertising campaign. It explains that an advertising strategy should include a big idea to creatively communicate the strategic message to the target audience. The strategy is then brought to life through creative executions like advertisements. The document provides examples of Dhara oil's advertising strategy and outlines two common formats used for developing a strategy statement. It also overview several strategic approaches that can be taken and gives brief examples of strategies used by different brands.

Uploaded by

Hetal Ksbm
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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7.

Advertising Strategy
Kruti Shah Alan DSouza

Chapter takeaways
Concepts of advertising strategy, big idea & creative execution Significance of advertising strategy in an ad campaign Process of devising advertising strategy with strategy statement formats Approaches in choosing a strategic direction

Saffolas healthy heart proposition

Fundamentals of an ad campaign
Advertising strategy Big idea Creative execution Tactics
Message that the advertiser gives to solve a communications-related problem

Idea that advertisers select for communicating the strategic message in a creative way Central theme for a series of ad campaigns Physical form of an advertisement story, script, copy, art, music, words and phrases, colour, production, etc.

Short-term decisions about specific, tangible tasks related to the advertising method, media, etc.

Fundamentals of an ad campaign
Tactics
Ad 1 Ad 2

Creative execution
Ad 3

Ad campaign
Ad 4

Big idea
Advertising strategy

Dhara health sunflower oil


Strategy: Demonstrate that Dhara keeps consumers hearts & health strong

Big idea: Kids are proud of fathers who are healthy and strong (due to Dhara)

Strategy statement
Document containing details about the product to be advertised
target audience, competitive scenario, the problem, & the possible solutions does a brief analysis of the situation & proposes one or more alternative strategies

Strategy Selection Outline (SSO) format


Product class definition

Rationale for choosing strategy

Strategy

Target group

Message element

Marketing Communication Work Plan (MCWP) format


Product description Message objective Prospects

Obstacle to sale

Product personality

Competition

Reward

Strategic approaches
Generic
Unique selling proposition

Brand image

Positioning

Preemptive claim

Resonance

Affective

Strategic approaches by various brands

Quick Q!
What strategy is likely to be followed by a market leader or monopolist?
a) b) c) d) Preemptive claim Resonance Positioning Generic

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