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Advertising Campaign Themes

Advertising Campaign Themes. Miller Lite. BMW. Chevy Trucks. “ The Ultimate Driving Machine”. “Like a Rock”. “ At a place called Miller time”. The central message that will be communicated in all of the various IMC activities. Miller Lite. BMW. THE BIG IDEA (DMBB).

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Advertising Campaign Themes

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  1. Advertising Campaign Themes Miller Lite BMW Chevy Trucks “ The Ultimate Driving Machine” “Like a Rock” “ At a place called Miller time” The central message that will be communicated in all of the various IMC activities Miller Lite BMW

  2. THE BIG IDEA (DMBB) • Does the ad position the product simply? • …and with unmistakable clarity? • Does this ad bolt the brand to a benefit? • Does this ad contain a power idea? • Does this ad have brand personality?

  3. Approaches to the Major Selling Idea: USP Benefit Unique Potent Buy this produce and you'll benefit this way or enjoy this reward Must be unique to this brand or claim; something rivals can't or don't offer The promise must be strong or attractive enough to move people Unique Selling Proposition Benefit Unique

  4. Creating a Brand Image The creativity sales strategy is based on a strong, memorable brand identity through image advertising Often used for products such as soft drinks, perfume, liquor, clothing, airlines Used when competing brands are so similar it is difficult to find or create a unique attribute Used when competing brands are so similar it is difficult to find or create a unique attribute The creativity sales strategy is based on a strong, memorable brand identity through image advertising

  5. Creative Consistency Company or Brand Campaign Theme Nike Just do it Allstate Insurance You’re in good hands with Allstate Hallmark cards When you care enough to send the very best Budweiser This Bud’s for you Intel Intel inside State Farm Insurance Like a good neighbor, State Farm is there Chevy Trucks Like a rock Dial soap Aren’t you glad you use Dial?

  6. Creative Exercise • You are advertising PEPSI • Theme is “PEPSI makes you young!” • Develop an ad (an execution)

  7. What to include in what media? CONTENT • Information, reminders MEDIA • Advertising, PR, Internet, “Web 2.0”

  8. Foote, Cone & Belding Grid Thinking Feeling 1 Informative The Thinker 2 Affective The Feeler High Involvement 3 Habit Formation The Doer 4 Self- Satisfaction The Reactor Low Involvement

  9. Foote, Cone & Belding Grid Thinking 1 Informative The Thinker Car-house-furnishings-new products Model: Learn-feel-do (economic?) Possible implications Test: Recall diagnostics Media: Long copy format Reflective vehicles Creative: Specific information Demonstration High Involvement

  10. Foote, Cone & Belding Grid Feeling 2 Affective The Feeler Jewelry-cosmetics-fashion goods Model: Feel-learn-do (psychological?) Possible implications Test: Attitude change Emotional arousal Media: Large space Image specials Creative: Executional Impact High Involvement

  11. Foote, Cone & Belding Grid Thinking 3 Habit formation The Doer Food-household items Model: Do-learn-feel (responsive?) Possible implications Test: Sales Media: Small space ads 10-second ID’s Radio; Point of Sale Creative: Reminder Low Involvement

  12. Foote, Cone & Belding Grid Feeling 4 Self-satisfaction The Reactor Cigarettes, liquor, candy Model: Do-feel-learn (social?) Possible implications Test: Sales Media: Billboards Newspapers Point of Sale Creative: Attention Low Involvement

  13. Quote of the Day • If you have a good selling idea, your secretary can write your ad for you. • Morris Hite • (DDB)

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