Download The Role for Advertising in the Account Planning Process

Examining Business
Problems
Developing Advertising
Strategy
• In the How to Plan Advertising
reading, Butterfield asserts that
“whilst every advertising problem
starts life as a business problem, not
every business problem ends up with
an advertising solution.” (p. 31)
The Role of Advertising
Butterfield (cont.)
• “And let’s also be clear that we’re
talking about the brand’s business
problem, usually expressed in
commercial terms, not just an
attitudinal or ‘image’ issue.” (p. 33)
The Role of Advertising
The Nature of Business
“Problems”
• Business problems can be positive or
negative
• The focus of business problems
tends to be on the product or service
on which an organization is based
The Role of Advertising
Business Problems in
Commercial Terms
•
•
•
•
•
•
Market share
Market penetration
Sales
Product positioning/re-positioning
Product seasonality
Others?
The Role of Advertising
The Nature of
Advertising “Problems”
• Advertising problems focus on
outcomes/effects of communication
• and tend to be measured in terms of
audience response…
The Role of Advertising
Advertising Problems
• Awareness
• Comprehension
•
•
•
•
•
Educate
Inform
Generate awareness
Persuade (overcoming inertia)
Add value
• With caveats of intervening variables
The Role of Advertising
Toward Problem
Resolution
• “Interrogating the marketing mix”
– “…advertising is one quarter of one
quarter of the total mix”
• Examine the broader situational
context
– Technological, social, legal/political
The Role of Advertising
Toward Problem
Resolution
• Analyze the consumer’s relationship
with the brand
The Role of Advertising
Problem Resolution
• Problems tend to be addressed in
terms of objectives that establish a
basis for strategies and tactics that
will resolve business problems
The Role of Advertising