MRK317 Integrated Marketing Communications

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MRK317Integrated Marketing Communications

• Week 6
• Creative Strategy Decisions

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Re-cap from last week

• Why set objectives?
• What is the difference between marketing and
  communication objectives?
• Explain the DAGMAR approach for setting
  objectives any problems?
• Communication Objectives three parts?

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• Communication Objectives Are stated in three
  parts
• Target Audience
• Customers brand loyal, favourable brand
  switchers
• Non-customers new category users, other brand
  switchers, other brand loyals
• Behavioural Objectives what is the behaviour
  that you want this communication to cause in your
  target audience
• Trial
• Repeat purchase
• Purchase related behaviour
• Repeat consumption
• Application
• Communications the effect that you want your
  communication to have on the target audience
• Create category need
• Brand awareness
• Brand attitude
• Brand purchase intention
• Purchase facilitation

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How Planning Works

• Three critical tasks in planning
• Setting measurable objectives
• Deciding on strategies
• Choosing tactics

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• What is creativity?

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Burger King Tries Again . . .and Again and Again
and Yet Again

• 76 Have it your way.
• 77-78 America loves burgers and were Americas
  Burger King.
• 78-80 Whos got the best darn burger?
• 80-82 Make it special. Make it Burger King.
• 82 Arent you hungry for Burger King now?
• 82-83 Battle of the burgers.
• 83 Arent you hungry?
• 83-85 The big switch.
• 85-86 Search for Herb.

• 86-87 This is a Burger King town.
• 87 The best food for fast times.
• 88-89 We do it like youd do it.
• 89-91 Sometimes you gotta break the rules.
• 91-92 Your way. Right away.
• 92-94 BK Tee Vee I love this place!
• 94- 98 Get your burgers worth.
• 98-99 It just tastes better.
• 99-?? Go the distance

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Importance of Advertising Creativity

• Good creative strategy is often central to
  determining the success of a product or service.
• Advertising campaign that is poorly conceived or
  executed can be a liability.
• An ad or commercial that is creative does not
  mean it will effectively communicate the intended
  message.

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Definition of Advertising Creativity

• Ability to generate fresh, unique and appropriate
  ideas to solve communications problems.
• To be appropriate and effective the idea must be
  relevant to the target audience.
• Break through the clutter.

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Creative Challenges

• Creative specialists face challenge of taking
  research, creative briefs, strategy statements,
  communication objectives and other input and
  transforming them into an advertising message.
• Many people follow a proven formula when creating
  ads, because they are safe.

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Creative Personnel

• Use their artistic talents to translate
  communication objectives into advertising
  campaign.
• Account planning plays important role during
  creative strategy development by driving process
  from the customers point of view.

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Creative Process

• Wallas Four-Step Approach
• Preparation
• Gathering background information
• Incubation
• Idea development
• Illumination
• Seeing the solution
• Verification
• Refining the idea and finding the appropriate
  solution

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Verification and Revision

• Techniques used
• Directed focus groups
• Message communication studies
• Portfolio tests
• Viewer reaction profiles
• Storyboard
• Series of drawings used to present the visual
  plan or layout of a proposed commercial

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Copy Platform Outline

• 1 Basic problem or issue the advertising must
  address.
• 2 Target audience and behaviour objective.
• 3 Communication Objective.
• 4 Brand positioning statement.
• 5 Creative strategy statement (campaign theme,
  appeal, source characteristics).
• 6 Supporting information and requirements.

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Creative Theme/Idea

• Campaign theme
• Should be a strong idea
• Central message that will be communicated in all
  advertising and other promotional activities
• Short term in nature, done on annual basis

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Successful Long-run Campaigns
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Creative Theme/ Idea

• Best approaches for developing effective
  advertising
• Using a unique selling position
• Creating a brand image
• Finding the inherent drama
• Positioning

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Unique Selling Proposition

• Benefit
• Buy this produce and you'll benefit this way or
  enjoy this reward
• Unique
• Must be unique to this brand or claim Something
  rivals can't or don't offer
• Potent
• The promise must be strong enough or attractive
  enough to move people

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Creating a Brand Image

• David Ogilvys approach
• Brand image or personality is particularly
  important when brands are similar
• Every ad must contribute to the complex symbol
  that is the brand image

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Finding the Inherent Drama

• Characteristic of the product that makes the
  consumer purchase it
• Leo Burnetts approach
• Find the inherent drama or characteristic of the
  product that makes consumers buy it
• (Inherent drama) is often hard to find but it is
  always there, and once found it is the most
  interesting and believable of all advertising
  appeals.

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Positioning

• Establish the brand position in the consumers
  mind
• Done for companies as well as brands

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Message Appeals

• Approach used to attract the attention of
  consumers and /or influence toward the product or
  service
• Types of appeals
• Rational appeals
• Emotional appeals
• Fear appeals
• Humour appeals

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Message Appeals

• Rational, Humour, Emotional, Fear
• Describe what is meant by each type of appeal.
• What are some pros and cons of each type of
  appeal?
• Think of an ad that is using each type of appeal.

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Rational Appeals

• Persuade the target audience to buy the brand
  because it is the best available or does a better
  job at meeting needs
• Examples
• Feature appeal
• Comparative appeal
• Favorable price appeal
• News appeal
• Product/service popularity appeal
• Reminder appeal

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Emotional Appeals

• Relate to the customers social and/or
  psychological needs for purchasing product or
  service

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Fear Appeals

• Evoke emotional response and arouse individuals
  to take steps to remove the threat
• More effective among nonusers of a product than
  users

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Humour Appeals

• Often the best known and best remembered of all
  advertising messages
• Do not aid in persuasion in general

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Source Characteristics

• Source credibility
• Source attractiveness
• Source power

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Source Credibility

• Credibility the extent to which the recipient
  sees the source as having relevant knowledge,
  skill or experience and trusts the source to give
  unbiased, objective information
• Applying expertise
• Use communicators with high credibility
• Applying trustworthiness
• Target audience must find the source believable

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Source Attractiveness

• Applying similarity
• Applying likeability using celebrities
• Draw attention to advertising message
• Popular celebrity will influence consumers
  feelings, attitudes and purchase behaviors
• Understanding the meaning of celebrity endorsers
• Applying likeability decorative models

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Source Power

• Source has power when he or she can actually
  administer rewards and punishments to the
  receiver