Chapter 13 - Step 7.4: Promotion

Question 1

Promotion

Answer 1

Persuasive communications designed and delivered to inspire your priority audience to action, highlighting the desired benefits for performing the behaviour (core product)

Question 2

3 appeals in persuasive communications (REM)

Answer 2

Rational appeal
Emotional appeal
Moral appeal

Question 3

Rational appeal

Answer 3

Relates to the audience’s self-interest

Question 4

Emotional appeal

Answer 4

An attempt to stir up positive or negative emotions to motivate a purchase

Question 5

Moral appeal

Answer 5

Directed at the audience’s sense of right and proper

Question 6

5 parts of promotion (OBMMA)

Answer 6

Objectives setting
Budget decisions
Message decisions
Media decisions
Advertising evaluation

Question 7

Message strategy

Answer 7

What you want to communicate, inspired by what you want your priority audience to do/know/believe

Question 8

Communication objective

Answer 8

Specific communication task to be accomplished with a specific target audience during a specific period of time

Question 9

Message strategy for precontemplators

Answer 9

Emphasize on making sure your prio audience is aware of the costs of competing behaviours and benefits of the new one

Question 10

Message strategy for contemplators

Answer 10

Include encouraging them to at least try the new behaviour and/or restructure their environment to make adoption easier

Question 11

Message strategy for those in action

Answer 11

Make them start to see the benefits of the action, acknowledge them on their milestone

Question 12

Message strategy for those in maintenance

Answer 12

Congratulate, recognize, reward behaviour change

Question 13

How to break through the clutter in terms of messaging (MBDD)

Answer 13

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

Question 14

Creative concept

Answer 14

The BIG idea that will bring the message strategy to life and guide specific appeals to be used in an advertising campaign

Question 15

Using humour appeal in messaging strategy

Answer 15

Well-executed can enhances recollection, evaluation, and intent

Wrongly executed can question seriousness of message

Question 16

Using fear appeal in messaging strategy

Answer 16

Emphasize negative consequences that can occur unless consumer changes behaviour/attitude

Question 17

Framing choice of message

Answer 17

Positive - focuses on positive outcomes (live long healthy life)
Negative - focuses on negative consequences (avoid illness and death)

Question 18

Messenger strategy (source)

Answer 18

Who the target audience perceives as the sponsoring and supporting effort

Major messenger options:
Sole sponsor
Partners
Spokespersons
Endorsements
Midstream audiences
Mascots

Question 19

Creative message strategies

Answer 19

Logos, typeface, taglines, headlines, copy, visuals, scripts, actors, scenes, sounds

Question 20

9-point creative strategy format

Answer 20

1. what are we selling
2. who is our target and what makes them unique
3. what is our target’s problem-do they recognize their behaviour as problematic
4. do we face competitive pressure
5. what is our most important benefit
6. what parts or features of our intervention offer the benefits most likely to be valued by the target
7. what is our personality
8. what else can help encourage sustained behaviour change
9. what do we want our target to do and have we made it easy for them to do so

Question 21

12 creative tips for promotion

Answer 21

1. Keep it simple and clear
2. Focus on audience benefits
3. When using fear, follow up with solutions and credible sources
4. Messages that are vivid, concrete, and personal
5. Make messages easy to remember
6. Have a little fun sometimes
7. Try for a “big idea”
8. Consider a question instead of a nag
9. Make norms (more) visible
10. Tell real stories about people
11. Try crowdsourcing
12. Appeal to psychographic characteristics

Question 22

On-sided messages

Answer 22

Praises your offer

Question 23

Two-sided message

Answer 23

Points out a behaviour’s shortcomings as well

Question 24

Pretesting

Answer 24

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

Question 25

Audience-centric approach

Answer 25

Marketing strategies must be integrated (clear, concise, consistent, compelling)

Question 26

Paid communication channels

Answer 26

Advertising (video, audio, newspaper, etc)
Product integration (behaviour integration in toys, curriculum)

Question 27

Owned communication channels

Answer 27

Materials (brochures, booklets)
Websites
Special promotional items
Signage and displays
Popular entertainment media (plastic-made exhibits, etc)

Question 28

Earned communication channels

Answer 28

Public relations
Public service announcements
Special events

Question 29

Shared communication channels

Answer 29

Social media (facebook, youtube, twitter, text, instagram)

Question 30

Factors guiding communication channel decisions

Answer 30

1. Campaign objectives and goals
2. Set reach, frequency, impact, and engagement
3. Your priority audience
4. Being there just in time
5. Being there “in the event of”
6. Integrated marketing communications
7. Advantages and disadvantages of media types
8. Your budget

Question 31

Factor 1: campaign objectives and goals

Answer 31

Media decisions - choosing requires consideration of medium’s impact, message, effectiveness and cost

eg: magazines have high geographic and demographic selectivity etc

Question 32

Specific media vehicles

Answer 32

Each media type includes specific vehicles

eg: magazines have high geographic and demographic selectivity etc -> but what magazine vehicle (brand) should I choose?

Question 33

Factor 2: Set reach, frequency, impact, and engagement

Answer 33

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)

Question 34

Media timing

Answer 34

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)

Question 35

Factor 3: Your priority audience

Answer 35

Consider profile, media habits of priority audience

Question 36

Viral marketing

Answer 36

The digital version of WoM

Question 37

Factor 4: Being there just in time

Answer 37

Message and product should be there at the time of decision

Question 38

Factor 5: Being there “in the event of”

Answer 38

Motivating events

eg: a timely message on earthquake preparedness

Question 39

Factor 6: integrated marketing communications

Answer 39

Benefits of the IMC generated from a mix of promotional tools

eg: friends don’t let friends drive drunk

Question 40

Factor 7: Advantages and disadvantages of media types

Answer 40

Nature and format of messages (complexity, length, etc)

Question 41

Factor 8: Your budget

Answer 41

Depends on your resources and funding from public and private sources

Question 42

Creative briefs

Answer 42

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