Advertising strategies

All four models illustrate a process, that which happens in the minds of consumers as they move toward purchase. The models provide a theo­retical foundation for establishing advertising objectives. In the adver­tising plan, these lead to advertising strategy. Objectives always tell what will be done, and strategy tells how. The advertising strategy is the main idea of the message that goes to consumers.

Probably the most prominent advertising strategy is the Unique Selling Proposition (USP). The USP may be the unique product feature or benefit already discussed in Unit 3. But although there are truly unique products such as Crest toothpaste, they are rare. Today's market is highly competitive. Products in the same category are likely to be very similar. In order to sell the product, it may be necessary to " create" a difference. This does not mean to invent one where none exists. To do so may be against the law. Besides, consumers will quickly discover dishonesty in advertising, and sales will stop.

To " create" a difference, or a benefit, simply means to capitalize on a feature that will sell the product. Like all breweries, Schlitz washed its bottles with live steam—but consumers didn't know that the process was common. So the statement " Our bottles are washed by live steam" sold Schlitz beer. Discovering the USP is a matter of discovering the product's consumer strength. Research should reveal why people like a particular brand, or what they look for in that product category. Then advertising can be built around that Idea. Advertising built around the USP must show benefit to the consumer. It should make a promise: " Here is what makes our product special, and here is how it will help you." It should also be a benefit that competitors cannot offer, or that they have failed to advertise. And it must be a very strong, persuasive idea.

The USP is not the only possible advertising strategy. Some adver­tisers use motivation as a strategy. They look for the " real reasons, " conscious or unconscious, that consumers buy certain products. Others stress image. Still others believe it is theform of the advertisement itself, its execution, that provides the best strategy. In his book, Madison Avenue U.S.A., Martin Mayer proposed his value-added theory. It is consistent with all of these strategies. Mayer said that advertising doesn't just inform and persuade. Advertising itself adds value to the product. Mayer saw that a new package or a new brand name changed the product in consumers' view. Advertising, he said, did the same. Whether the advertising strategy is based on USP, motivation, image, or execution, it translates the product concept into a consumer benefit. It supports the advertising objective of turning potential consumers into actual purchasers.

Advertising objectives and strategies define what will be done by advertising, and how. Their foundation is in research. Market research tells what competitors are doing. Along with product research, it leads to the discovery of product features and benefits. Consumer research underlies the models of the hierarchy of effects and the value-added theory. Effective advertising depends on thorough research. It also de­pends on the creative aspect — the visible part — of advertising.