Chapter 9: Promotion Flashcards
Creative (Message) Strategy
Determines what the advertising message will say or communicate
What is effective communication?
- Advertising positions the brand
- Advertising helps create brand imagery
- Advertising often transforms the
consumption experience - The role of Creative Strategy is very important
What is Advertising?
Advertising is paid nonpersonal
communication from an identified sponsor
to persuade or influence an audience.
Factors of Advertising
- Communication: structured and applied;
employs verbal and non-verbal elements - Non-personal: Typically directed to groups
of individuals; mass communication. - Identified Sponsor: Often paid for by the
sponsor.
(Advertising v/s Public Relations?) - Persuasive: To win converts to a product,
service or an idea.
Advertising’s Stimulus
Stimulus –> Target –> Response
With Advertising
Advertising (Stimulus) –> Consumers (Target) –> Attitudes/Behavior (Response)
Steps to develop adv campaign based on outlined marketing plan
- Understand the role of advertising
- Flesh out the target audience
- Focus, focus, focus
Thompson Target Plan: Creative Brief
- Who is the target person?
- What is the problem that advertising must
solve? - What is the key response?
- What is the support?
- What is the tone and manner?
- Any other information?
Creative Brief: Who is the target person?
- Person, not audience
- Bring the person alive and put yourself in their shoes
- Written in a ‘consumer language’
NEED A LOT OF RESEARCH:
- Surveys
- Observation
- Interviews
- Focus Group Discussion
What role does the category and the brand play in the consumer’s life?
What is the key consumer insight?
Creative Brief: The problem that the adv must solve.
From Most Direct –> Indirect
- Sales
- Generate Trial
- Problem Solution
- Change attitudes
- Reinforce Attitudes
DAGMAR & Roles of Advertising
DAGMAR: Defining Advertising Goals for Measured Advertising Results
- Unaware –> Inform and generate interest
- Aware –> OFfer solution to a problem
- Comprehension –> Form/Change Attitudes
- Attitude/Conviction –> Reinforce Attitudes
- Action –> Try/Buy
- Repurchase
Creative Brief: Key Response
What is the key response?
Direct –> Indirect
- Immediate Sales –> Buy product straight away
- Generate Trial –> Interested, but want to find out more
- Problem Solution –> Customer find a solution to their problem
- Change attitudes –> Change consumers’ perspective on how to look at the product based on the ads
- Reinforce Attitudes –> Reinforce customer belief regarding the product.
Creative Brief: What is the support?
Why should the target person believe what you
are saying? What would convince them of your
message?
- Evidence
- Facts
- Experience
- Emotion
Creative Brief: What is the tone and manner?
- Brand personality… warm, reliable, efficient,
businesslike…like who…
A question to ask is … if this particular brand
were to come alive, what kind of person would
he/she be?
- In synergy with that, you would use emotion,
humor, drama, demonstration, celebrity, long
copy, cartoon, testimonial ….
Creative Brief: Any other information?
- Here, you talk about any other relevant
information that the creative team should be
aware of…
… past campaigns, international considerations,
budget constraints, technological or
manufacturing issues, distribution bottlenecks …
Media Strategy
- Setting overall budget
- Allocation across different media
- Selection of specific media vehicles
a. Reach
b. Frequency
c. GRP - Scheduling the ads
Media Strategy: Setting the budget
- Top-Down Methods
a. Affordable methods
Take care of other essential costs before adv (adv is not a high priority)
b. A-to-S Ratio
Fixed advertising to sales ratio
c. Competitive Parity
Look at competitors adv budget
- Bottom-Up Methods
a. Objective and Task Method
Figure out objectives of adv and figure out the target audience
Media Strategy: Allocating across media
Understanding role of different media:
- TV: Sound, visual, motion. Large, immediate
coverage. Expensive. - Cinema: Sound, visual, motion. Slow, limited
coverage. - Magazines/Newspapers: Visual, text. No sound
or motion. No time constraint. Slow build-up. - Radio: No visual. Localized. Inexpensive.
- Outdoor: Limited coverage. Fleeting exposure.
- Internet: Interactive, flexible. Cluttered, skewed
Media Strategy: Media Class Selection Criteria
- Broad/Quick Reach
- Target Selectivity
- Flexibility (Lead Times)
- Cost
- Impact (Color, sound, motion)
- Message Requirements
3 key concepts of Selection of Specific Media Vehicles
- Three key concepts: Reach, Frequency, and Impact.
a. Reach: % of TA exposed to ads
b. Frequency: # of times exposed to ads
c. Impact: Qualitative value of each exposure - Set objectives by GRP’s or Gross Rating Points
GRP - Reach x Frequency - Estimate CPM or cost per thousand
- Editorial compatibility
Media Scheduling
How is advertising scheduled over the time span of a planning period (usually a year)
Factors of Scheduling the Ads
- Based on consumer buying patterns: Seasonality
- Continuity: Spread across the time period
- Pulsing: Spread unevenly over the time period
- Blitz: High intensity during a given period
Integrated Marketing Communications
Unified, coordinated effort to promote a brand through the use of multiple communication tools that “speak with a single voice” as a way to provide clarity, consistency, and maximum communications impact.
Correlations between IMC and Brand Equity
The brand is the integrating factor around which all marketing and communication should be built.
