MRK317 Integrated Marketing Communications

1
MRK317Integrated Marketing Communications

• Week 6
• Creative Strategy Decisions

2
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?

3
How Planning Works

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

4

• What is creativity?

5
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.

6
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.

7
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.

8
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.

9
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

10
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

11
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.

12
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

13
Creative Theme/ Idea

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

14
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

15
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

16
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.

17
Positioning

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

18
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

19
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.

20
Source Characteristics

• Source credibility
• Source attractiveness
• Source power

21
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

22
Source Credibility

• Applying expertise
• Use communicators with high credibility
• Applying trustworthiness
• Target audience must find the source believable

23
Source Attractiveness

• 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

24
Source Power

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