Message Strategy

1
Message Strategy Execution

• MKT 846
• Professor West

2
Agenda

• Discussion of
• Target market selection and positioning
• Message strategy execution
• On to Super Bowl advertising

3
Where are we

• Situation Strategy Brand
  Message
• Analysis Development
  Development

Company Competitors Collaborators
Consumers Environment
4
Where are we

• Situation Strategy Brand
  Message
• Analysis Development
  Development

Company Competitors Collaborators
Consumers Environment
Communication gt Awareness gt Interest gt
Desire Behavioral gt Information search gt
Trial gt Purchase Relationship gt Loyalty gt
Share of wallet gt Discipleship
5
Next Step

• Situation Strategy Brand
  Message
• Analysis Development
  Development

Company Competitors Collaborators
Consumers Environment
Attributes benefits Price/Quality Use or
Application Product Class Product
User Competitor Cultural Symbol
6
Developing Effective Communication

• Situation Strategy Brand
  Message
• Analysis Development
  Development

Company Competitors Collaborators
Consumers Environment

• Product
• Problem
• Promise
• Support
• Competition
• Target
• gt Demographics
• gt Psychographics
• Desired Behavior
• Current Desired Impression
• Tone Manner

7
Developing Effective Communication

• Situation Strategy Brand
  Message
• Analysis Development
  Development

Company Competitors Collaborators
Consumers Environment

• Message Objectives
• Make an impression
• Differentiate you brand
• Create a brand personality
• Increase liking
• Influence opinion leaders
• Motivate trial
• Stimulate repeat purchase

8
Developing Effective Communication

• Situation Strategy Brand
  Message
• Analysis Development
  Development

Company Competitors Collaborators
Consumers Environment

• Informational Strategy
• Create awareness
• Get attention
• Transformational Strategy
• Image and resonance
• Connect through feelings
• Behavioral Strategy
• Value proposition
• Reminders
• Relational Strategy
• Encourage repeat purchase
• Enhance involvement
• Develop dialog

9
Challenges

• How can we achieve One-voice, One-look when we
  are targeting different markets?
• How can we remain consistent over time without
  becoming perceived as dated and irrelevant?

10
Hierarchy of Effects

• Headlines, Visuals
• Subheads, Lead
• Paragraph, Storyline
• Text body, Supporting
• Visuals
• Closing paragraph, Logo/
• Slogan, Tagline

11
The Execution

• How do you transform a message strategy into an
  exciting, attention getting, and memorable idea?
• What words, sounds and music, images, setting,
  and lighting will best convey the message?
• Where do break-through ideas come from?

12
Next Time

• We will focus our discussion on media
  characteristics and scheduling, Chapter 11
• You are welcome to turn in Project 2 by Friday
  afternoon.