Marketing Communications

206 CHAPTER 7 ADVERTISING

Aft erwards the media strategy is developed. Th e diff erent ideas will be evaluated on the basis of

the creative brief and objectives stated, and the winning idea will be produced and implemented.

In the process, the ads in the campaign may be tested, and oft en the eff ectiveness will be assessed

aft er the campaign. Target groups, objectives, media planning and campaign testing are discussed

separately (see Chapters 4 , 5 , 8 and 9 , respectively).

Message strategy

What are we going to say to the consumers? Th e message strategy or advertising platform is

a very important element of advertising strategy since it has to convince consumers. Th ey

have to know why they should buy the product, to learn in what way it is special, how it is

benefi cial or advantageous for them, how it can help them, what characteristics it has or what

benefi ts and value it off ers, etc. In order to answer the question ‘what to communicate?’ the

advertiser has to know and understand the target group very well: he or she has to know what

the product can do for the target group, what the product can mean to them and how the

product can help the consumers to reach their goals. Indeed, advertising can only be eff ective

if it benefi ts the consumer. Th erefore, the message cannot be focused on seller objectives, but

has to start from the target consumers’ motives.^4 Some customers see a car just as a functional

vehicle, a means of getting them from A to B. Th is target group can perhaps be convinced by

communicating the brand’s attributes (airbag, engine, etc.) or benefi ts (reliability, safety, etc.).

Other customers do not want to buy a car; they want to buy an image, a status. Obviously,

communications to the latter group should be diff erent from those to the former group.

Communicating a lifestyle, an image or a product’s identity might be more suitable than telling

customers about attributes or benefi ts.

Knowing the problems, preferences and aspirations of the target group may be essential

for deciding on the right message.

Both kids and teens and senior citizens require a specific advertising approach. The table below outlines some dos

and don’ts.

ADVERTISING DO’S AND DON’TS

Kids and teens Senior citizens

Dos Don’ts Dos Don’ts

1. Tell a basic story


2. Entertain kids


3. Surprise kids


4. Use older models


5. Remember mum
   and dad
   
   
   1. Long dialogues
   
   
   2. Complex messages
   
   
   3. Imitate kids’ talk
   
   
   4. Patronise
   
   
   5. Execution mistakes
      
      
      1. Positive message
      
      
      2. Intergenerational approach
      
      
      3. Focus on cognitive age
      
      
      4. Promote benefits to
         overcome guilt
      
      
      5. Use symbols of their youth
         
         
         1. Remind of getting older
         
         
         2. Use senior positioning
         
         
         3. Age labels
         
         
         4. Make long story short
         
         
         5. Take physical consequences
            of getting older into account
         
         
         
         
      
      
      
      
   
   
   
   

RESEARCH INSIGHT

Advertising to specific target groups: kids and teens and senior citizens

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