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Chapter
Advertising Research and strategy

Fundamentals of an AD campaign

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Ad campaign
• Is a series of ads of a brand that are related because
they all have the same central idea and are run
during the same time period.

Ad campaign
• Digging for facts, data, information and knowledge
• Helps unearth nuggets about target audience, spot new
Research trends, uncover new product uses, discover competitor’s
weaknesses, etc.
• ‘Message’ that the advertiser gives to solve a
communications-related problem
Advertising strategy • What the advt proposes to do or say to solve the
communication problem

• Idea that advertisers select for communicating the strategic

message in a creative way- link b/w strategy and creative
Big idea execution
• Central theme for a series of ad campaigns

• Physical form of an advertisement – story, script, copy, art,

Creative execution music, words and phrases, colour, production, etc.

• Short-term decisions about specific, tangible tasks related

Tactics to the advertising method, media, etc.

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Consumer insights

• Account planners look at advertising as an “insight factory”

instead of an “idea factory.”

• Consumer insights provide fuel for the big ideas.

• Account planners use strategic and critical thinking to

interpret consumer research to find relevant consumer
insights that explain why consumers will care about a brand
message.

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MENTOS

STRATEGY:
Communicate that
Mentos refreshes
consumers

BIG IDEA: Mentos

gives Fresh ideas in
our mundane lives

Advertising Research

Define Problem Check Carry out

& Research Secondary Primary
Objectives Sources Research

Present the Interpret the

Findings Results

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Define the problem

• Should not be too broad or too narrow

• Exploratory
• Descriptive
• Causal

Eg of Insights used in advertising

Secondary data -Seven signs of aging ,selfies, lack of
helmets and accidents, and osteoporosis
Primary research
• LIC –Man as responsible and family comfortable
but not enjoying
• Insurance -KILB
• Yippee noodles
• Knorr soupy noodles
• Streets are filled with idiots (Ceat tyres)

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Marketing communication work plan

format
Product
• Name, category, price, place. unique
description

• Who are the people with a need to be filled. Who is most likely to buy, demographics and
Prospects psychographics

Product
• What are the human traits would describe the product
personality

• What positive feelings will customer have using the product

Reward

• Who are the competitors? How are we different from the competitors
Competition

Obstacle to
• What resists the prospects from buying
sale

Message
• What action do you want the prospect to take? What do you want them to believe
objective

Choice of strategy approach in

communications
• Generic
• USP
• Brand image
• Competitive positioning
• Preemptive claim (of being first)
• Resonance
• Affective
• Price claim

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Choice of strategy approach- Generic

• Taken by mkt leaders,
monopolist or
category creators.

• Brand ignores the

competition and
behaves that it is the
only brand in the
mkt

USP
• Brand may have true
and distinctive
competitive advantage
• USP- valued by its
customers and
unexploited by
competitors

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Brand image
• Marketers try to establish a
difference based on factors
that are extrinsic to product
through marketing
communication

Competitive positioning
• Establishes the difference
or superiority of the
brand through direct or
indirect competition

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Preemptive claim
• Claim something unique
for the brand
preemptively

Resonance
• For products with little or no differentiation.
• Links the product with an experience or occasion

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Affective

• Use emotional appeal

Price claim
• Use price advantage

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Positioning Strategy (in C 2)

1. ATTRIBUTE – for e.g. important ingredients

2. BENEFIT – Digestive Biscuits
3. USE/ APPLICATION e.g. occasion ,topical e.g. Moov
4. USER e.g. Elle 18; TVS scooty
5. COMPETITOR e.g. Rin vs tide
6. LEADERSHIP – quality , technology, service
7. PRODUCT CATEGORY DISASSOCIATION e.g. Dove
8. EXCLUSIVE CLUB
9. PERSONALITY e.g. Raymond

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PRODUCT REPOSITIONING

1. CHANGING TARGET CONSUMER PROFILE E.g. Attitude

by Amway
2. COMPETITOR TOO CLOSE E.g. Suiting
3. INCREASE MARKET - E.g. Cadbury
4. COMMUNICATE TECHNOLOGICAL ADVANCEMENT /
UPGRADATION IN THE PRODUCT - E.g. Surf Excel
5. CHANGING CUSTOMER NEED. E.g. Health

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