chapter 9 - creative strategy planning and development
TRANSCRIPT
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MRKT 5940
Promotional Mgt
Chapter 9 & 14Jason Lee & Michelle Eaktavewut
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IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
AdvertisingSales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Salespromotionobjectives
PR/publicityobjectives
Personalsellingobjectives
Directmarketingobjectives
Message
strategy
Salespromotionstrategy
PR/publicitystrategy
Personalsellingstrategy
Directmarketingstrategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/interactiveobjectives
Internet/interactivestrategy
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Copyright 2012 McGraw-Hill Companies, Inc., All right reversedMcGraw-Hill/Irwin
08
Creative Strategy:
Planning and Development
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Copyright 2012 McGraw-Hill Companies, Inc., All right reversedMcGraw-Hill/Irwin
09
Creative Strategy:
Implementation and Evaluation
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Chapter Objectives
1. To analyze various types of appeals that can be used inthe development and implementation of an advertisingmessage.
2. To analyze the various creative execution styles thatadvertisers can use and the advertising situationswhere they are most appropriate.
3. To analyze various tactical issues involved in thecreation of print advertising and TV commercials.
4. To consider how clients evaluate the creative work oftheir agencies and discuss guidelines for the evaluationand approval process.
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Appeals and Execution Style
To influence consumerfeelings toward a product,
service, or cause
The approach used to attractthe attention of consumers
The way an appeal is turned
into an advertising message
The way the message ispresented to the consumer
1.Advertising
Appeals
2. ExecutionStyle
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1. ADVERTISING APPEALS
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1. Advertising Appeals
Advertising appeals can be broken down into 2classes
1. Informational Appeals: Emphasize features of aproduct/service and their benefits for owning it.
Feature appeals
Focuses on the dominant product traits (e.g. Red Bull) Competitive advantage appeal
Makes comparisons to other brands
Favorable price appeals (e.g. HP) Makes price offer the dominant point
News appeals News announcement about the product
Product/service popularity appeals Stresses the brands popularity
http://c/Users/Public/Documents/Michelle/School/Portfolio/Webster%20University%20Work/14.%20Promotional%20Management/HP%20Ad.ppthttp://c/Users/Public/Documents/Michelle/School/Portfolio/Webster%20University%20Work/14.%20Promotional%20Management/HP%20Ad.ppthttp://c/Users/Public/Documents/Michelle/School/Portfolio/Webster%20University%20Work/14.%20Promotional%20Management/HP%20Ad.ppthttp://c/Users/Public/Documents/Michelle/School/Portfolio/Webster%20University%20Work/14.%20Promotional%20Management/HP%20Ad.ppt -
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1. Advertising Appeals
Advertising appeals can be broken down into 2classes
2. Emotional Appeals: Relates to the customers social orpsychological needs for purchasing a product/service.
Consumers motives are emotional and their feelings about a brandcan be more important than knowledge of its features or attributes.E.g. Evian water
Works well because they reduce price sensitivity and strengthenbranding
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Transformational Ads
Richer
MoreExciting
Warmer
Feelings
Meanings
Images
Beliefs
MoreEnjoyable
It makes theproduct use
experience. . .
The ads
create . . .
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One which associates the experience of using advertised brand which would nottypically be associated with brand experience to the same degree without
exposure to the advertisement.
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Transformational Advertising for Skyy Vodka
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Combining Rational & Emotional Appeals
Many purchases are made on basis of both rational& emotional motives.
Advertisers combine them and give attention to bothelements in developing effective advertising.
OMO Laundry DetergentTVC
E.g. Laundry detergent- nowoffering emotional benefts
such as the satisfaction ofseeing ones children in bright,clean cloths.
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Levels of Relationships With Brands
Emotions
Personality
Product Benefits
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Appealing to Personal States or Feelings
PersonalSafety
Security
Fear
Love, Affection
Happiness, Joy
Nostalgia
SentimentExcitement
Sorrow, Grief
Social-BasedRecognition
Status
Respect
Involvement
Embarrassment
Affiliation
Rejection
Acceptance
Approval
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Additional Types of Appeals
Reminder Advertising Building brand awareness and keeping brand at the top ofmind of consumers
Teaser Advertising Build curiosity, interest, and excitement about product
User-Generated Content
Ads that are created by consumers. Techniques Interactive games
Mobile tour
Contests
Facebook YouTube
Twitter
Upload sites
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Reminder Advertising
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MasterCard Creates an Emotional Bond
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1. ADVERTISINGEXECUTION
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Ad Execution Techniques
Personality Symbol
Straight sell
Scientific/Technical
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
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Ad Execution Techniques
Straight-sell or Factual Message Execution relies on a straightforward
presentation of information about theproduct or service such as specificattributes or benefits.
Scientific/Technical Evidence A variation of the straight sell where
scientific or technical evidence orinformation is presented in the ad to
support a claim.
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Ad Execution Techniques
Demonstration This type of execution is designed to illustrate the key advantages or
benefits of a product or service by showing it in actual use or in somecontrived or staged situation.
Comparison This type of execution involves a direct or indirect comparison of a brand
against the competition. Testimonials
Many advertisers present their advertising messages in the form of atestimonial whereby a person speak on behalf of the product or servicebased on his or her personal use of and/or experiences with it.
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Ad Execution Techniques
Slice of Life This type of execution is often based on a problem/solution type of
format. The ad attempts to portray a real-life situation involving aproblem, conflict, or situation consumers may face in their daily lives.
Animation This technique used animated characters or scenes drawn by artists or on
computer. Animation is often used as an execution technique foradvertising targeted at children. For example, Star-Kist tuna often usescommercials featuring Charlie the Tuna that mixes animation with realpeople.
Personality Symbol This type of execution involves the use of a central character or
personality symbol to deliver the advertising message and with which theproduct or service can be identified.
http://c/Users/Public/Documents/Michelle/School/Portfolio/Webster%20University%20Work/14.%20Promotional%20Management/Slice%20of%20Life.ppthttp://c/Users/Public/Documents/Michelle/School/Portfolio/Webster%20University%20Work/14.%20Promotional%20Management/Personality%20Symbol.ppthttp://c/Users/Public/Documents/Michelle/School/Portfolio/Webster%20University%20Work/14.%20Promotional%20Management/Personality%20Symbol.ppthttp://c/Users/Public/Documents/Michelle/School/Portfolio/Webster%20University%20Work/14.%20Promotional%20Management/Slice%20of%20Life.ppt -
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Ad Execution Techniques
Imagery This type of appeal is used when the goal is to encourage consumers to
associate the brand with the symbols, characters, and/or situation shownin the ad.
Dramatization This execution technique creates a suspenseful situation or scenario in
the form of a short story. Dramatizations often use the problem/solutionapproach as they show how the advertised brand can help resolve aproblem.
Humor Humor can be used as the basis for an advertising appeal. However,
humor can also be used as a way of executing the message and
presenting other types of advertising appeals. Combinations
Many of these execution techniques can be combined in presenting anadvertising message. For example, slice-of-life ads are often used todemonstrate a product or make brand comparisons.
http://c/Users/Public/Documents/Michelle/School/Portfolio/Webster%20University%20Work/14.%20Promotional%20Management/Imagery%20Advertising.ppthttp://c/Users/Public/Documents/Michelle/School/Portfolio/Webster%20University%20Work/14.%20Promotional%20Management/Imagery%20Advertising.ppt -
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T 10 Ji l
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Top-10 Jingles
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P d ti St f TV C i l
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Production Stages for TV Commercials
PreproductionAll work before actualshooting, recording
ProductionPeriod of filming, taping, orrecording
Postproduction
Work after spot is filmed or
recorded
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P d ti St f TV C i l
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Production Stages for TV Commercials
Selecting a director
Choosing a production company Bidding Cost estimation & Timing Production timetable
Set construction location Agency and client approvals Casting Wardrobes
Preproduction meeting
Location vs. Set Shoots Night/Weekend Shoots Talent arrangement
Editing Processing Recording sound effects Audio/VDO missing Opticals Client/agency approval Duplicating Release/Shipping
Preproduction
ProductionPostproduction
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Cli t E l ti d A l
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Client Evaluation and Approval
Client-side approvals Advertising or communications manager
Product or brand managers
Marketing director or vice president Legal department
President or CEO
Board of directors
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DAGMAR-determine adv goals. Measure adv resultsNegotiate a time frame Get it signed
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