Advertising Strategy. Session 7 Summer 2008 XMBA 206.1. ODI assignment. Overall mean is 17.5 with a standard deviation of 1.29 across 69 submissions. Overall, for a first deliverable for an incoming MBA class, the submissions were very good.
First mover advantages
Pricing and innovation (ODI)
Product Line Strategy
Advertising and promotions
Create awareness for new products
Reminder advertising: maintain top-of-mind awareness
Unique Selling Proposition
Emotional = appeal to psychological, social or symbolic needs. “Pull at the consumer’s heartstrings”
Rational = provide information about functional and utilitarian aspects of the products.
Shift towards emotional execution strategy in the later part of the product lifecycle
Technical Expertise or Scientific Evidence: (Crest…“Look ma no cavities”)
Comparative: Product features vs. competition (Nike vs. Reebok)
Good advertising creative strategy translates the brand’s positioning statement into a persuasive and memorable message. A great creative will provide lasting impact even if advertising budgets are constrained.
“ How you say it is as critical as what you say”