Good ads will catch people! Wise Townsend Creative Director 3 Strategy Bibles - Send Books
Policies are often a collaborative process that includes customers, as well as account planners, account managers, and creative directors for advertising agencies. Regardless of the form of advertising, it is particularly important to learn to use strategies for analysis.
Strategy Theory - Unique Selling Point
The Unique Selling Point (USP) is an abbreviation for Unique Selling Price. Rother Reeves defined this theory in his landmark 1961 book, The Reality of Advertising.
Reeves is one of the great thinkers in advertising, and USP is a central part of his thinking.
Reeves said."If a brand does not have a unique selling point in its product category (toothpaste, for example, is a product category and Christie's is a brand in that product category), it has no business in the market."
There is a reason why he is so firm on this pointYes, all good ads answer the questions consumers ask when they see some form of advertising:"What's in it for me?"Almost 99.9% of the answers will be "no". Consumers then turn pages, change stations or continue to surf the Internet.When a brand has a unique selling point, it answers the question.
When USP makes its target consumers feel the real benefits, they see it and turn to it, which means they buy the brand under consideration. This step is critical because it put the ad in the right place.
I meanThe best thing an ad can do is let consumers know about it.As long as we spend money on the media, we're sure we'll let consumers know about the brand's unique selling points. Once we do that, the advertising role is over, and now USP is needed to drive the next sales.
Based on the assumption that consumers are born to know what's best for them, Reeves believes that with the right frequency advertising campaign, consumers will pay for it. But the problem is that few brands have such strong unique selling points. Reeves quickly realized that if he followed his advice and promoted only brands with unique sales propositions, he would soon lose his job and his company, Darpies Advertising, would go bankrupt. So what can he do?
Reeves knew that few brands were unique in their product categories, so he came up with oneAn improved version of the USP theoryThis would be more applicable to the real world, because most brands in a product category are similar, and that's what it's calledBrand Parity - In most product categories, consumers do not see differences between brands.
In a real world in which Reeves believes that brands are not unique,For a brand to succeed, it must label itself unique.How do you do that?Choose an important advantage of the brand and advertise itand see it as a unique selling point for the brand, even if it's not.
Let's review the three guidelines of the USP theory that Reeves believes should be included in every set of advertising campaigns.
1. Advertising must make claims (statements, commitments of interest or brand commitments) to consumers who intend to choose a brand in the product category.
2. This proposition is unique to the brand (think bill's cancer pills, Apple's iPod, iPhone and iPad).
2a. If a brand is not unique in any way, we need to choose an idea (advantage or statement) for the brand and use an advertising campaign to drive it to look unique.
This is a key point in Reeves's advertising for Woden Bread, and it's true most of the time. In Reeves's original list, there was no "2a" item, but I put it here because I thought it made my point clear.
3. The ideas (advantages or statements) we make for brands must be strong enough to impress millions of people.
Strategy theory - product positioning
Let's tell a story first. Around 1780, Daniel Boone opened up remote forest areas, and he had been exploring them for some time before that. Assuming he crosses into the modern age and happens to be on Interstate 80, he'll be in shock. He would rush home and tell his wife what he saw. How would he describe the miracle? He willUse what you know to describe things you don't know well - Interstate 80.
So if I were Daniel Boone, I might tell my wife, "Mrs. Boone, I've found a path I've never seen before." It's straight like an arrow, leading all the way to the sky. It's as dark as dirt, but when I approach it and touch it, it's as hard as rock. What's even more amazing is that some horse-free carriages are galloping along the road so fast that I can't keep up with my eyes. "
Pay attention to the words I emphasize. They validate my view that we all use terms we know and understand to describe things we don't know or understand, and that's what's behind product positioning. To let consumers know brands they don't know,When we talk about them, we have to have to do with brands that consumers know well.
If USP is about the objective qualities of the brand, thenPositioning is about how we understand the brand.Brand's position in our mind is its competition with its peers in the field of its own products. In every product area, we are interested in itThe brand made a good or bad ranking.
Product positioning was in action as early as the mid-1960s, long before Rice and Trott's landmark article on product positioning published in the American Advertising Age magazine in the early 1970s. Then, in 1980, they published Positioning: The Idea That Has Had the Greatest Impact on U.S. Marketing ever (Positioning: The Battle ForMind).
In the advertising industry, advertising companies often unknowingly focus on product positioning. The industry is about intuition, experience and courage, not reason.
Strategy Theory - Persexual Brand Marketing
Now we are nearing the end of the sequence. Our strategy journey starts with USP and doesn't go all the way to product positioning, so what else can we do if we're not happy with the results? We can only turnEmotional appeal.
We've made it clear that we can't operate brands in reality, in the minds of readers, and we have no choice but to operate in their hearts. Now everything is false, to discuss emotional appeal, we have to realize that the characteristics of the brand and the brand for consumers are not important, there is no need to mention the characteristics of the brand, or even need to elaborate on the brand.What we do at the end of the ad strategy sequence is not about brand, it's about the consumers in the target market.
We must determine their system of meaning through new or existing studies, such as qualitative studies of focus groups, their values, attitudes, beliefs, and behaviors. Then our brand must reflect consumer values, attitudes, beliefs and behaviors through brand advertising, as if we were holding a mirror. Because there are too many similar brands in the product category and there is nothing to say about them, emotional appeal has become one of the three most commonly used advertising strategies.
In order to better understand how to operate the emotional appeal, the circle on the left represents the meaning system of the target consumer, and the right side represents the personality and characteristics of the brand.
In the emotional brand marketing process, we needPut our brand on the meaning system of the target consumerand find a place where the characteristics and personality of our brand fit into the meaning system of the target consumer, which I call "Contact surface"。 The probability of each brand in the product category meeting the meaning system of the target consumer is different, but once we find this contact, it will be a wonderful thing.
Get to know your target consumers and make sure that through your ads, your brand has access to their meaning system. Not every brand in the product category can do this, and Doffin has always targeted more mature women, while Herbal Essence has targeted teenagers.Thus, the brand characteristics and personality of the plant-based herbs do not intersect with the meaning system of the above-mentioned target consumers - "I love my current situation, including my wrinkles and all of them".
Plant-sourced herbs can certainly intersect with another meaning system, but they may not be Dofen.
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