Marketing communication: principles and practice


A D V E R T I S I N G A S C O M M U N I C A T I N G



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73 Marketing communication principles and practice Richard J Varey

A D V E R T I S I N G A S C O M M U N I C A T I N G
278
Retain
Promote want-satisfaction to resist change (i.e. brand
switching)
Attract
Promote want-conception by getting people to appreciate the
potential of the product to meet their needs
Increase use
Promote want-development by showing further uses of the
product
Convert
Promote want-focus by showing how the product better meets
the consumer’s goals, wants, and choice criteria than rival
offerings 
Figure 14.5
Advertising goals
Source
: Based on O’Shaughnessy, 1988


A D V E R T I S I N G A S C O M M U N I C A T I N G
279
Table 14.1
Types of creative strategies found in advertising
Strategy type
Form of strategy
Informational
Comparative
Explicitly mentions competing offers
Unique selling 
Explicitly claims uniqueness of offer
proposition
Pre-emptive
Makes a testable claim of superiority based on an 
attribute or benefit
Hyperbole
Makes an untestable claim of superiority based on an 
attribute or benefit
Generic
Focuses on the product class
Transformational
User image
Focuses on the user
Brand image
Focuses on the personality of the brand
Use occasion
Focuses on occasions when the product is or might 
be used
Generic
Focuses on the product class
BOX 14.4
WISE WORDS
The Marketing and Communications Group at York City Council engaged Radio 1 cult
celebrity gurus Mark Radcliffe and Boy Lard to present a twelve-minute CD guide to
City Council services for young people in the style of a daytime radio programme:
Now that you’re 18 you’re a fully paid-up member of the adult race, and many
perplexing choices lie before you: which clothes make the right fashion
statement, which musical trend will last longer than the next six months . . . And
then there are your rewards for becoming a grown-up. Now you get to pay
Council Tax. And you can vote.
The CD is offered as an essential guide through the maze of life. This is advertising
that is entertaining, ‘hip’, and ‘cool’, and engages attention through the medium of
celebrity personalities, and the popular medium of CD (not directly associated with
advertising as persuasion). Arguably, this is a contemporary take on the usually boring
public information service. 
(See www.york.gov.uk)



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