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| title | chunk | source | category | tags | date_saved | instance |
|---|---|---|---|---|---|---|
| Advertising management | 7/11 | https://en.wikipedia.org/wiki/Advertising_management | reference | science, encyclopedia | 2026-05-05T15:17:26.704627+00:00 | kb-cron |
=== Devising the creative strategy === The creative strategy is also known as the message strategy. The creative strategy explains how the advertising campaign will address the advertising objectives. Developing the creative strategy typically begins by identifying the big idea (also known as the creative concept that will establish the intended product position in the minds of the customer. Another way of thinking about the creative concept is that it refers to the one thing that will make consumers respond. The creative concept should show how the product benefit meets the customer's needs or expectations in a unique way. Laskey et al. developed a typology of nine creative strategies. Initially devised for television, this typology has been widely adopted for other media including print media and social media. Laskey, Day and Crask's typology first identifies two broad classes of creative strategy:
Informational: rational appeals that typically provide information about the brand's benefits Transformational: emotional appeals that assist consumers to imagine an aspirational lifestyle Informational appeals typically involve factual claims that list the product's benefits in a straightforward manner and are more likely to be used with high involvement goods. Transformational appeals play on emotions and are designed to transform the consumer's perceptions of themselves or of the product. Transformational appeals are more likely to be indicated for low-involvement goods or services. Emotional appeals are often known as a soft-sell approach. Because they bypass rational cognitive processing, transformational appeals are less likely to result in counter-arguing in the consumer's mind.
In addition to determining the overall creative strategy, the advertiser also needs to consider the creative execution – which refers to the way that the message is presented. Examples of creative execution include: problem-solution formats, fear appeals, sex appeals, humour, parody, slogans or jingles, mnemonics, slice-of-life, guarantee, celebrity endorsement, testimonial, news style, scientific appeals, dramatisation and product demonstration.
=== Media planning ===
Strategic media planning consists of four key decision areas:
- Setting media objectives (with reference to both marketing and advertising objectives);
- Developing a media channel strategy for implementing media objectives – the broad vision of when and how to reach target audiences;
- Designing media tactics – specific instructions about media vehicles, placement, preferred position;
- Devising procedures for evaluating the effectiveness of the media plan. The traditional approach to media strategy was primarily concerned with setting objectives for message reach, weight and frequency. The contemporary approach, however, often treats the media strategy as an extension of the creative strategy. For example, L'Oreal Men's Expert promoted its skincare range on dry-cleaner hangers. When customers picked up their shirt, they found a $2 coupon and a message, "Your shirt doesn't come with wrinkles, why should your face?" This novel execution shows how media and creative can be integrated to generate powerful advertising.
==== Setting media objectives ====
In terms of setting media objectives, the planner needs to address several key decisions:
Who do we want to talk to? (Target market/ audience definition) How often does an audience member need to hear our message before it is noticed or achieves the desired consumer response? (Effective frequency) When do audiences cease to notice the ad, or become tired of seeing the ad? (Advertising wear-out) A number of key definitions are essential for media planning purposes:
Reach is defined as the number of households (or people) exposed to an advertising message in a given time period. Frequency is defined as the average number of times a household (or person) is exposed to an advertising message in a given time period. Effective frequency refers to the minimum number of media exposures in order to achieve a specified communication goal Effective reach refers to the reach (% of households or people) at the effective frequency level. Gross Ratings Points (GRPs) is defined as reach multiplied by frequency and is a measure of overall campaign weight or intensity With respect to reach objectives, planners must decide what proportion of the target market need to be exposed to the advertising message. It is not always necessary to reach 100% of the target market. For new brands or brands with very low levels of awareness, it may be desirable to reach every member of the target market. However, for reminder type campaigns lower levels of reach may be all that is required. Reach objectives are normally framed in terms of a percentage of market. For example, a reach objective might read; To reach 50% of women aged 18–25 years. With respect to frequency objectives, the planner must determine the optimal level of frequency in order to achieve the desired communications objective. Media planners often work with rules of thumb for setting frequency objectives that are based on an extensive body of evidence drawn from research findings. For example, empirical evidence suggests that the average consumer needs to be exposed to a message at least three times before they become aware of the brand information. This is sometimes known as the 3+ Rule. To this basic benchmark of three exposures, media planners recognise that to achieve higher-level communication goals, such as persuasion and lead generation, higher levels of frequency are required. To achieve simple brand awareness, three exposures may be sufficient, but for consumers to act on that awareness, higher levels of exposure may be required. Some theorists have developed sophisticated decision models to assist with planning optimal frequency levels. Planners also need to consider the combined effects of reach and frequency (GRPs). In an intensive campaign, the schedule will utilise both broad reach (expose more people to the message) and high frequency (expose people multiple times to the message). The overall campaign weight has implications for budgets and for media selection. In an intensive campaign (heavy weight campaign), the media strategy is normally skewed towards main media, which remains the most cost efficient means of reaching large audiences with the relatively high frequency needed to create stable brand awareness levels.
==== Media channel strategy ====