Understanding Advertising: Developing and Executing Effective Copy Strategies | Exercises Brand Management

Brand Management (MKT624) VU

Lesson 33

ADVERTISING

Introduction

We have briefly talked about the tools of communication as advertising, promotions and a few

others. The discussion took place in the context of the fundamental understanding of how and

why they should be considered while they constitute parts of strategic communication

campaigns. This lecture is going to look into the very mechanics of the vital tool – advertising.

Advertising

It is the most visible and dynamic form of communication. It is captivating because it

emotionalizes facts. A good advertisement turns facts into positive feelings that appeal to our

emotions, and actuate us to take an action into buying something. A good advertisement

therefore is more about sales than emotions; stirring emotions is a means toward the end that is

sales.

What we need to comprehend in relation to advertising is the following fundamentals:

1. Developing advertising

2. Executing advertising

Developing advertising is very strategic and has to stem from the brand picture and brand

positioning. We develop a picture for the present and positioning for the future. This shows

us the gap. The gap between picture and the intended position is a reflection of sales

volumes that we want to achieve with our positioning, whatever the case may be. The first

aspect that we deal with the development process is the copy of advertising

Copy is an essential part of advertising. It is an expression which refers to all the

information that we communicate through the advertisements to our customers. In case

it is a TV commercial, we call that the “story board” - SB. The “SB” also draws its

essence from the copy of advertising.

Since information on the copy cannot be limitless, we have to be very precise,

imaginative, and creative in developing that. It must reflect brand contract and brand

positioning and yet be very easy in content and catchy in visual.

Copy Strategy is the next level of the concept to be understood. It is essentially an

extension and elaboration of the brand’s marketing strategy and objectives into the

advertising or copy area.

Copy strategy is a long term document which states the net impression that we want

consumers to have of the brand. Net impression consists of the basic selling idea or end

result which the brand is promising to the consumer and which constitutes the principal

reason for the consumers to purchase it in preference to competition. Following are the

examples:

•For a brand of soap, it could be extra mildness.

•For another soap, it could be superior cleansing cream and, hence, softer

skin.

•For a detergent, it could be cleaner wash.

Extra mildness, superior cleansing cream, and cleaner wash are the net impressions that

we want to communicate. Copy strategy therefore is a statement of the principal

characteristics of the product and talks of the reason why the promise is deliverable.

The following expresses that:

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Lesson 33 ADVERTISING Introduction We have briefly talked about the tools of communication as advertising, promotions and a few others. The discussion took place in the context of the fundamental understanding of how and why they should be considered while they constitute parts of strategic communication campaigns. This lecture is going to look into the very mechanics of the vital tool – advertising. Advertising It is the most visible and dynamic form of communication. It is captivating because it emotionalizes facts. A good advertisement turns facts into positive feelings that appeal to our emotions, and actuate us to take an action into buying something. A good advertisement therefore is more about sales than emotions; stirring emotions is a means toward the end that is sales. What we need to comprehend in relation to advertising is the following fundamentals:

Developing advertising
Executing advertising Developing advertising is very strategic and has to stem from the brand picture and brand positioning. We develop a picture for the present and positioning for the future. This shows us the gap. The gap between picture and the intended position is a reflection of sales volumes that we want to achieve with our positioning, whatever the case may be. The first aspect that we deal with the development process is the copy of advertising Copy is an essential part of advertising. It is an expression which refers to all the information that we communicate through the advertisements to our customers. In case it is a TV commercial, we call that the “story board” - SB. The “SB” also draws its essence from the copy of advertising. Since information on the copy cannot be limitless, we have to be very precise, imaginative, and creative in developing that. It must reflect brand contract and brand positioning and yet be very easy in content and catchy in visual. Copy Strategy is the next level of the concept to be understood. It is essentially an extension and elaboration of the brand’s marketing strategy and objectives into the advertising or copy area. Copy strategy is a long term document which states the net impression that we want consumers to have of the brand. Net impression consists of the basic selling idea or end result which the brand is promising to the consumer and which constitutes the principal reason for the consumers to purchase it in preference to competition. Following are the examples: - For a brand of soap, it could be extra mildness. - For another soap, it could be superior cleansing cream and, hence, softer skin. - For a detergent, it could be cleaner wash. Extra mildness, superior cleansing cream, and cleaner wash are the net impressions that we want to communicate. Copy strategy therefore is a statement of the principal characteristics of the product and talks of the reason why the promise is deliverable.

The following expresses that: docsity.com

For a tooth paste, it could be the fluoride ingredient , or clove oil.
For a detergent, it could be high quality chlorine with unique cleansing, bleaching, and disinfecting properties etc. It also is a statement of the character and personality - persona we are striving to build for the brand, which will be addressed in the mood atmosphere or “tone of voice” of advertising. You may consider the following:
A soap meant for workers can be characterized as clean, wholesome, honest, and caring owing to its medicated properties.
For a tea brand we can create mood atmosphere of leadership, vigor, and vitality. “Tapal” tea’s recent TV commercial with a man riding a horse, getting energized, and then acknowledged by a movie world celebrity is a case in point. Given the importance of the copy strategy and development of the strategy statement, we must determine whose responsibility is it? Whose responsibility? The effectiveness of the copy is the responsibility of the advertising agency , but ensuring that copy is effective is the responsibility of the brand manager. Major responsibilities in the area of copy are:

Define the basic marketing problem on the brand and develop the basic copy strategy with support and contribution from the agency.
Gain management approval for the copy strategy, which is an extension of the overall marketing strategy.
Ensure that agency is working on longer range experimental copies in view of the evolution that you envisage. Changes to keep the brand current come into play for keeping the record well documented and structured.
Develop an understanding of the basic principles of good copy, so as to assess and evaluate copy submissions effectively. The principles dictate that a good copy should be i. Having attention-getting value ii. Relevant iii. Simple iv. Visualizes the story v. Integrates audio-visual elements to make sure that the copy has the competitive bite, meaning it is effective and cannot be ignored.
Evaluate the total effectiveness of the commercial and the basic selling idea involved without getting stuck with minor details.
Don’t ignore the story board. It is very significant.
Analyze copy related research and keep track of the competitors’ advertising moves and changes. Factors considered in development of copy
The product, its appearance, form and basic performance characteristics.
Competitive situation, the nature of other brands in the field and what they are offering to consumers.
Blind tests, usage and attitude studies, other information relating consumer’s reaction to

Understanding Advertising: Developing and Executing Effective Copy Strategies, Exercises of Brand Management

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Partial preview of the text

Download Understanding Advertising: Developing and Executing Effective Copy Strategies and more Exercises Brand Management in PDF only on Docsity!

The following expresses that: docsity.com

the product, and the marketing climate in which the product is to be sold. docsity.com