Chapter 13 - Step 7.4: Promotion Flashcards
Promotion
Persuasive communications designed and delivered to inspire your priority audience to action, highlighting the desired benefits for performing the behaviour (core product)
3 appeals in persuasive communications (REM)
Rational appeal
Emotional appeal
Moral appeal
Rational appeal
Relates to the audience’s self-interest
Emotional appeal
An attempt to stir up positive or negative emotions to motivate a purchase
Moral appeal
Directed at the audience’s sense of right and proper
5 parts of promotion (OBMMA)
Objectives setting
Budget decisions
Message decisions
Media decisions
Advertising evaluation
Message strategy
What you want to communicate, inspired by what you want your priority audience to do/know/believe
Communication objective
Specific communication task to be accomplished with a specific target audience during a specific period of time
Message strategy for precontemplators
Emphasize on making sure your prio audience is aware of the costs of competing behaviours and benefits of the new one
Message strategy for contemplators
Include encouraging them to at least try the new behaviour and/or restructure their environment to make adoption easier
Message strategy for those in action
Make them start to see the benefits of the action, acknowledge them on their milestone
Message strategy for those in maintenance
Congratulate, recognize, reward behaviour change
How to break through the clutter in terms of messaging (MBDD)
Craft a message that is:
Meaningful (points out benefits that make the product more desirable to prio audience)
Believable
Distinctive (should tell how the product is better than competing brands)
Develop a compelling creative concept
Creative concept
The BIG idea that will bring the message strategy to life and guide specific appeals to be used in an advertising campaign
Using humour appeal in messaging strategy
Well-executed can enhances recollection, evaluation, and intent
Wrongly executed can question seriousness of message
Using fear appeal in messaging strategy
Emphasize negative consequences that can occur unless consumer changes behaviour/attitude
Framing choice of message
Positive - focuses on positive outcomes (live long healthy life)
Negative - focuses on negative consequences (avoid illness and death)
Messenger strategy (source)
Who the target audience perceives as the sponsoring and supporting effort
Major messenger options:
Sole sponsor
Partners
Spokespersons
Endorsements
Midstream audiences
Mascots
Creative message strategies
Logos, typeface, taglines, headlines, copy, visuals, scripts, actors, scenes, sounds
9-point creative strategy format
- what are we selling
- who is our target and what makes them unique
- what is our target’s problem-do they recognize their behaviour as problematic
- do we face competitive pressure
- what is our most important benefit
- what parts or features of our intervention offer the benefits most likely to be valued by the target
- what is our personality
- what else can help encourage sustained behaviour change
- what do we want our target to do and have we made it easy for them to do so
12 creative tips for promotion
- Keep it simple and clear
- Focus on audience benefits
- When using fear, follow up with solutions and credible sources
- Messages that are vivid, concrete, and personal
- Make messages easy to remember
- Have a little fun sometimes
- Try for a “big idea”
- Consider a question instead of a nag
- Make norms (more) visible
- Tell real stories about people
- Try crowdsourcing
- Appeal to psychographic characteristics
On-sided messages
Praises your offer
Two-sided message
Points out a behaviour’s shortcomings as well
Pretesting
Assess ability of messages and creative executions to deliver on strategies and objectives and highlighted in the creative brief
Primary purpose:
Assess ability to deliver
Identifying red flags
Message and concept testing
Audience-centric approach
Marketing strategies must be integrated (clear, concise, consistent, compelling)
Paid communication channels
Advertising (video, audio, newspaper, etc)
Product integration (behaviour integration in toys, curriculum)
Owned communication channels
Materials (brochures, booklets)
Websites
Special promotional items
Signage and displays
Popular entertainment media (plastic-made exhibits, etc)
Earned communication channels
Public relations
Public service announcements
Special events
Shared communication channels
Social media (facebook, youtube, twitter, text, instagram)
Factors guiding communication channel decisions
- Campaign objectives and goals
- Set reach, frequency, impact, and engagement
- Your priority audience
- Being there just in time
- Being there “in the event of”
- Integrated marketing communications
- Advantages and disadvantages of media types
- Your budget
Factor 1: campaign objectives and goals
Media decisions - choosing requires consideration of medium’s impact, message, effectiveness and cost
eg: magazines have high geographic and demographic selectivity etc
Specific media vehicles
Each media type includes specific vehicles
eg: magazines have high geographic and demographic selectivity etc -> but what magazine vehicle (brand) should I choose?
Factor 2: Set reach, frequency, impact, and engagement
Reach (% of people in target market seeing campaign)
Frequency (# of times person is exposed to campaign)
Media impact (qualitative value of a message exposure through a given medium)
Engagement (impressions, expressions)
Media timing
Media schedules (vary from seasonal to same coverage all year)
Ad patterns (continuity - scheduling ads evenly within a given period such as 52 ads once a week, pulsing - scheduling ads unevenly over a given period of time)
Factor 3: Your priority audience
Consider profile, media habits of priority audience
Viral marketing
The digital version of WoM
Factor 4: Being there just in time
Message and product should be there at the time of decision
Factor 5: Being there “in the event of”
Motivating events
eg: a timely message on earthquake preparedness
Factor 6: integrated marketing communications
Benefits of the IMC generated from a mix of promotional tools
eg: friends don’t let friends drive drunk
Factor 7: Advantages and disadvantages of media types
Nature and format of messages (complexity, length, etc)
Factor 8: Your budget
Depends on your resources and funding from public and private sources
Creative briefs
Are templates for public relations projects that helps ensure meaningful, believable, and distinctive creative strategy
Greatest contribution is it helps ensure alignment of the team
Components include:
Purpose and focus
Target audience and insights
Communication objectives
Benefits to promise
Supports to promise
Style and tone
Openings
Positionings
