Page 135 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Rational Approach Emotional Approach
Self-actualisation Opportunity for Ambition avoidance Pleasure of reaction
Needs more leisure of physical labour Simplicity Games and
Curiosity sports, physical activity
Entertainment
Unit 7: Advertising Strategy: Fundamentals
Esteem Needs Dependable quality. Pride of personal Style/beauty Taste
Dependability in appearance Pride of
use Enhancement of possession
earnings
Variety of selection
Notes
Social Cleanliness Cooperation Romance
Needs Economy in Devotion to others Sexual
attraction Guilt, shame Social achievement
Humour Social approval
Home comfort Sympathy
Safety Needs Durability Safety Fear, health Security
Protection of others
Physiological Rest, sleep Appetite Personal comfort
Needs

Creative brief only identifies the benefits to be presented to the consumers but how these
benefits will be presented is the domain of creative specialists. A typical creative brief may
include the following:

1. An Objective Statement: A specific, concise statement of what the advertising is expected
to achieve or what problem is it supposed to solve. The statement also includes the name
of the brand and a specific but brief description of the target audience.

2. A Support Statement: A brief statement of the evidence that backs up the product promise.
3. A Tone or Brand Character Statement: A brief description of the tone of advertising or the
long-term brand character. Tone statements refer to short-term emotional description of
the advertising strategy (tone may convey quality, beauty, sophistication, etc.) Brand
character statements relate to long-term descriptions of brand's values (finest material,
patented technology, hand-crafted, etc.)

Task Take any one print advertisement and identify the objective statement, the
support statement and the brand character statement used in it.

7.1.7 Budget Allocation

Advertising objective setting may be significantly influenced by the limitations of the budget.
Budget decisions are critical as the money spent on advertising may mean, the difference between
success and failure. The greatest power of advertising lies in its cumulative, long-term
reinforcement effect. It builds consumer preferences and goodwill, which helps to enhance the
reputation and value of the company's name and its brand. As an element of marketing
communications mix, advertising is an investment in future sales.
Unfortunately, budget allocated to advertising is considered as current business expense, cutting
into profits, rather than an investment. For this reason when a firm faces tough times, the axe
falls on advertising expenditures like other expense items. This is understandable but short-
sighted, as this may affect the brand's image and erode its equity.
According to Robert D. Buzzell and Frederick D. Wiersema, market share is a prime indicator of
profitability.
1. Additional advertising normally increases sales, but at some point, however, the rate of
return declines.
2. Sales response for advertising may build over time, but it is not durable, and a consistent
investment is important.
3. There are minimum levels of ad expenditure below which, advertising expenditures have
no effect on sales.
4. There will be some sales even if the marketer does not advertise.

LOVELY PROFESSIONAL UNIVERSITY 129