Kellogg on Branding in a Hyper-Connected World by Alice M. Tybout & Tim Calkins

Author:Alice M. Tybout & Tim Calkins
Language: eng
Format: epub
ISBN: 9781119533290
Publisher: Wiley
Published: 2018-11-10T00:00:00+00:00

Figure 10.4 Absolut Vodka Print Advertising

Summary

A starting point in designing advertising strategy involves considering three types of consumer insight. One entails identifying the fundamental motivations that guide brand preference: competence, community, contentment, or some combination of these. Knowledge of the motivation provides a basis for developing the brand position and evaluating the creative strategy. A second type of insight pertains to how consumers process advertising information in making brand judgments. It entails considering not only the ad content, but also consumers’ own thoughts about the content and their feelings about how they arrived at a brand evaluation. A third type pertains to how consumers’ brand preferences are shaped by the information they share with others. Typically, consumers only share information with a small number of other people unless there is a community related to a brand. Thus, broadcast advertising is needed for successful diffusion of information.

The execution of advertising strategy involves the design of creative and media strategy. Effective creative requires drawing attention to the message content, selecting a benefit that consumers believe is important, presenting reasons to believe that imply that it dominates competition on this benefit, and including cues to enhance consumers’ linkage of the brand to its benefit.

Effective media strategy requires matching the media vehicles to the target, selecting vehicles that enable a brand to dominate its competitors in advertising weight, choosing vehicles that reach people at the moment they are decisional, and identifying vehicles that highlight the interests the brand shares with consumers beyond those related to the product category.

All of these strategies taken together can assist marketers with advertising and brand building in the online age.

Brian Sternthal is the Mondalez Professor (Emeritus) of Marketing and a past chairperson of the Marketing Department at the Kellogg School of Management. He is also a past editor of the Journal of Consumer Research, an Association for Consumer Research Fellow in Consumer Behavior, and the co-author of Advertising Strategy (Copley Custom Textbooks, 2011). He received his BS from McGill University and his PhD from Ohio State University.

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