Strategies in advertising
Generic Strategy:
A generic strategy simply attributes a product to a purpose; this is a rather obsolete method of advertising which was used mostly in the 1940’s.
Example: ‘Beef, It’s what’s for dinner’ (1940’s advert)
Pre-emptive Strategy:
This form of advertising makes a generic claim stronger by emphasising a certain fact (which may or may not be typical of the type of product being advertised).
Example: ‘Adnams, Beer from the coast’
Unique Aspect Strategy:
This technique involves a product being proven to have a Unique Selling Point (USP), and therefore making it better than rivals.
Example: ‘Dettol kills 99.9% of bacteria on hard AND soft surfaces’
Positioning Strategy:
This method was developed in the 1970’s and involves a product being compared against a rival, or an unnamed ‘leading competitor’.
Example: Duracell Batteries ‘Duracell just keeps going, compared to ordinary alkali batteries’
Brand Image :
In a similar way to creating a positive corporate image, some adverts attempt to encourage positive emotions towards a product, rather than create a rational need or want for it.
Example: Trident Soft gum sends you into a ‘soft’ fantasy world.
Endorsement :
This involves a celebrity or important person recommending or endorsing a product.
Example: Kellogs Optivita endorsed by Aldo Zilli (celebrity chef)
Resonance Advertising :
Resonance advertising is where a product, or the characters in the advert relate directly to the target audience, allowing them to relate their lives in some way to those in the advert.
Example: Give blood campaign ‘If it wasn’t for this man, my brother would have died from a ruptured spleen’
