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Integrated Marketing Communications

Fifth Canadian Edition

Chapter 4

Advertising Planning: Creative

Planning for IMC Test 1

20% of your grade

Chapters 1 through 4

Anything brought into the class discussion and/or PPTs

LandSea Tours Case Study info and Part 1 submission

Friday, October 13th

12 to 2:00 pm

B2005

Let’s have some fun first…

Models and Concepts

Refresh on STP

Communication Process

DAGMAR

ACCA

FCB Grid

Appeal Techniques

STP - refresh

Segmenting

Division of a large market into smaller homogeneous markets based on common needs and characteristics

Targeting

Deciding on which sub-groups of the larger market are most ready to purchase.

“Purchase- readiness”

Positioning

Selection of key themes that will be the basis of the campaign & make the brand distinctive. The basis of the “brand story”

Communications Essentials

Noise Examples

Message not in line with customer attitudes.

Message did not reach intended target with desired frequency.

Competition’s message more convincing.

Competition spent more and had higher share of mind.

New competitors entered the market and invested heavily in advertising.

Your Buyer’s Perception

Selective exposure:

only portion of information used

Selective distortion:

perceptual process may alter information

Selective retention:

may remember only what supports their attitudes and beliefs

Selective perception:

Selective exposure

Selective attention

Selective comprehension

Selective retention

Selective distortion says we may incorrectly remember or alter information we are exposed to …..in order to align that information with our existing beliefs and attitudes.

Self Concept

The Real Self

People as they actually are

The Self-image

how people see themselves

The Ideal Self

what people would like to be

The Looking Glass Self

How people think others regard them

How do you use this information to sell?

Definition of Positioning

“Positioning is not what you do to the product; it’s what you do to the mind of the prospect. It’s how you differentiate your brand in the mind. Positioning compensates for our over-communicated society by using an oversimplified message to cut through the clutter and get into the mind. Positioning focuses on the perceptions of the prospect not on the reality of the brand.”

Source: Market Segmentation Guide, Univeristy of Cumbria, retrieved Sept. 14, 2017 from http://www.segmentationstudyguide.com/all-about-positioning/positioning/

Definition of Positioning

Source: Market Segmentation Guide, Univeristy of Cumbria, retrieved Sept. 14, 2017 from http://www.segmentationstudyguide.com/all-about-positioning/positioning/

Definition of Positioning

“Positioning is the target market’s perception of the product’s key benefits and features, relative to the offerings of competitive products.”

Source: Market Segmentation Guide, Univeristy of Cumbria, retrieved Sept. 14, 2017 from http://www.segmentationstudyguide.com/all-about-positioning/positioning/

DAGMAR

Defining Advertising Goals for Measured Advertising Response (DAGMAR)

An advertising goal is a specific communication task to be accomplished among a defined audience in a given period.

Task should be measurable with benchmarks to assess achievements.

http://www.investopedia.com/terms/d/dagmar.asp

https://www.marketing91.com/dagmar/

The ACCA Model

Awareness

Comprehension

Conviction

Action

What’s the DAGMAR?

Improve Brand recall rate (Communication tasks involved making the consumer aware of the brand)

Evoked Set

(Help the consumer in understanding the attributes and the features, Core values, and/or USP)

Trial Purchases

The communication task convinced the customer that this product was meant for them

Brand Preference/Insistence

Measure repeat purchases. Ultimately, after conviction, the customer was to be enticed to take action.

The FCB Grid

Source: Semrush Blog, Retrieved Oct. 5, 2017 from https://www.semrush.com/blog/the-fcb-grid-what-it-is-and-how-it-works/

Rational

Emotional

Q1 – High Importance/Rational

(Car or computer)

Consumer will spend an extensive period evaluating alternatives.

Balance between lifestyle and information.

At least some of the campaign media should be conducive to long copy format (web, newspaper, magazine, DVD, brochure)

Q2 – High Importance/Emotional

(Designer clothing)

Bought to make the consumer feel sexy, smart, successful.

Message will appeal to the “looking glass self and ideal self” – how you want be/how you want others to see you.

Media could include TV, glossy magazine, special inserts, events, web, social media using reference groups and aspiration groups.

The FCB Grid

Q3 – Low involvement/rational

(cleaning or paper products, everyday items)

Give the consumer a rational and compelling reason to buy.

It lasts longer, its faster, its more absorbent.

Short message - consumers will not read extensive copy

Catchy slogan to aid message retention.

Television, magazine with strong visuals, trial, point-of-purchase very important

Q4 – Low involvement/emotional

(not expensive but make the consumer feel good)

Snack foods, beer, soft drinks, inexpensive personal care items.

Adopt a “feel good” strategy

Lifestyle or aspiration-oriented messages

Television, online, outdoor, magazine, trial, point-of-purchase (very important)

The FCB Grid

Low Involvement Products

Examples?

Appeal Techniques

Positive		Negative

Humorous		Sexual

Emotional		Lifestyle

Comparative		Factual

Sexual Appeal: Diesel Jeans

Emotional Appeals: Budweiser

Popular Brands and Slogans

Figure 4.19 Some Popular Brands and Slogans

Subway “Eat fresh”

KFC “It’s finger lickin’ good”

McDonald’s “I’m lovin’ it”

Nike “Just do it.”

M&Ms “Melts in your mouth, not in your hands.”

Maxwell House “Good to the last drop.”

A slogan is a key element of brand identification. Many of these slogans have stood the test of time. They are strongly associated with the brand name and appear in all forms of advertising.

Creating the Creative Brief

Problem Identification & Communications Objectives

Positioning Strategy Statement

Objectives, Strategies and Tactics

Marketing Communications Planning Process

The Creative Brief (1 of 2)

Starting point for any new advertising project.

Business document developed by the company that contains vital information about the advertising task.

Discussion document that can be changed based on the direction determined between client and agency.

Our Part 2 Creative Brief Includes:

Market Information (Summarized from Part 1)

Overall Marketing Communications Objectives (from Part 1)

Consider problem that advertising will solve

Elaborate on Advertising Objectives if necessary

Positioning Strategy Statement

Creative Objectives

Creative Strategy

Concept Board

Communications Objectives

Marketing Communications Objectives (pg. 56)

Awareness, interest and trial

Change perceptions of product

Differentiation

Attracting new targets

Engaging customers with the brand

Offering incentives for purchase

Creating good will and positive image

Motivating distributors to carry the product

Problem Identification

Advertising plans are designed to resolve brand problem or pursue a brand opportunity.

Depending on which briefing model is used, may contain:

Problem Statement summarizing what needs to be resolved or opportunity to pursue, or

Overall goal outlining what the campaign will achieve

Advertising Objectives

Determined once problem or overall goal has been identified

Should be quantitative in nature, or have ability to be measured

Could be written in the following format:

To achieve an awareness level of 60% for Brand X in the defined target market within 12 months of product launch.

To reposition Brand Z in the customer’s mind by presenting images that will attract a younger target market.

Advertising Objective Challenges

Creating or increasing brand awareness

Encouraging trial purchase

Attracting new target markets

Encouraging preference

Altering consumers’ perceptions

Positioning Strategy Statement

Identifies Key Brand Benefits

States What Brand Stands For

Reflection of Brand’s Personality

Positioning Strategies

3-36

Product Differentiation

Brand Leadership

Head-On (Comparative)

Innovation

Price (Value)

Channel

Lifestyle (Image)

Another approach…

For [insert Target Market], the [insert Brand] is the [insert Point of Differentiation] among all [insert Frame of Reference] because [insert Reason to Believe].

Example:

“For World Wide Web users who enjoy books, Amazon.com is a retail bookseller that provides instant access to over 1.1 million books. Unlike traditional book retailers, Amazon.com provides a combination of extraordinary convenience, low prices, and comprehensive selection.”

Source: Stayman, D. (2015) Hot to Write Market Positioning Statements, published by cCornell Blog, retrieved Sep. 15, 2016 from http://blog.ecornell.com/how-to-write-market-positioning-statements/

Campaign Focus

Every campaign must have a central focus:

To create/increase brand awareness

To alter current consumer perceptions

To present a new image

To launch a new product

To attract a new target market

To encourage trail purchase

Creative Objectives

Statements that clearly indicate the information to be communicated to the target audience.

Key Benefit Statement

Support Claims Statement

The primary benefit; the promise

The substantiation; the proof of the promise

Key Benefit: Post-workout Recovery Beverage

Creative Strategy

The search for the “BIG IDEA,” the concept or central theme that campaign will be built around

Creative strategy developed to outline how the message will be communicated

Creative Strategy Elements:

Central Theme

Tone and Style

Appeal Techniques

Molson Canadian’s National Pride Theme

Concept Board

Creative strategy & objectives

Brand theme and/or slogan ideas

Colour/design themes

Icons and/or symbols

Tonality

Target needs and interests (broken down by segment)

What’s next?

Test next Friday

Part 2 Creative Brief due Sunday, Oct. 29th