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Percyauthor
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Strategic Advertising Management

Chapter 9: Developing a
Communication Strategy
 Key Concepts
• Communication objectives are determined by four communication
effects: category need, brand awareness, brand attitude, brand
purchase intention

• Brand awareness and brand attitude are always communication

objectives.

• Brand awareness strategy is determined by whether a brand at the

point of purchase reminds the target audience of a need for purchase
or whether the brand must come to mind when the need occurs

• Brand attitude strategy depends upon the level of perceived risk

and the underlying motivation driving behaviour in the category

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Table 9.1: Potential Communication
Objectives

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Brand Awareness and Brand Attitude
Strategy
• Brand awareness may be executed as brand
recognition or brand recall, or in certain cases both
may be appropriate
• There are several possible specific communication
objectives related to brand attitude. Depending upon
what beliefs the target audience holds for a brand, the
brand attitude options are to: create, increase,
maintain, modify, or change its brand attitude

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Advert 9.1: Planitherm

Source: Reproduced with

kind permission of Saint-
Gobain Glass UK Limited.

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Advert 9.2: Warner Breaks

Source: Reproduced with

kind permission © Warner
Leisure Hotels.

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Table 9.2: Brand Awareness and
Encoding Specificity

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Advert 9.3: VW Polo

Source: Reproduced with

kind permission ©
Volkswagen.

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Box 9.1: Important Characteristics of Brand
Attitude

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Table 9.3: Motivations Important for
Communication Strategy

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Figure 9.1: Brand Attitude Strategy
Quadrants from the Rossiter–Percy Grid

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Plate V: Priorin

Source: Reproduced with kind permission © Priorin /JWT.

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Advert 9.4: Nescafe Gold Blend

Source: NESCAFÉ, GOLD

BLEND, the JAR shape and the
SCOOP OF COFFEE BEANS
scenery are all protected through
intellectual property rights by
Société des Produits Nestlé SA,
Trade Mark Owners.

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Advert 9.5: Toblerone

Source: Åke Wissing & Co., Clear

Channel Outdoor, and Mejerrerna.
TOBLERONE is a registered
trademark of Kraft foods.

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Figure 9.2: Communication Pre-test Results from
the Two Versions of the Toblerone Commercial

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Principles for Implementing Low-Involvement
Informational Brand Attitude Strategies

• Information should be provided that solves a problem

as the result of using the brand

• Keep it simple

• Use an extreme presentation of the benefit

• The advertising does not have to be liked

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Principles for Implementing Low-
Involvement Transformational Brand Attitude
Strategies
• Elicit the correct emotional response

• Be certain the advertising ‘rings true’, providing

emotional authenticity

• Link the emotional response to the execution

• As a result, the advertising must be liked

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Principles for Implementing High-Involvement
Informational Brand Attitude Strategies

• Provide sufficient information to solve the problem

• The target audience must be convinced

• Limit message to acceptable levels of target audience

attitudes toward category, product, and brand

• As long as the message is believed and

accepted, the execution need not be liked

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Principles for Implementing High-Involvement
Transformational Brand Attitude Strategies

• Be alert to possible dual motivations and the need to

provide information

• Elicit correct emotional response and link it to the brand

• Be certain it is emotionally authentic

• The target audience must personally identify with the brand

as portrayed in the execution

• Linking must go beyond the execution and extend

specifically to the product and brand

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Plate VI: Peugeot

Source: Reproduced with

kind permission © Peugeot
Motor Company plc.

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Plate VII: Surf

Source: Reproduced with

kind permission © Unilever
UK. Surf is a registered
trade mark.

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Plate VIII: Bonne Maman

Source: Reproduced with

kind permission © Andros
UK Ltd.

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Plate IX: Panasonic

Source: © Panasonic UK
Ltd.

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Plate X: Gravetye Manor

Source: © Gravetye
Manor. Reproduced with
kind permission.

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Table 9.4 Strengths of the Six Basic Consumer Sales
Promotion Techniques in Terms of Trial and Repeat
Purchase
Promotion must be considered as part of the communication strategy
when brand purchase intention is a communication objective

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th