Campaign Critique

BUS302

Developing message strategies

Learning objectives

• The role of advertising IMC agencies, and the relationship between agency and client

• The concept of means–end chains and their role in formulating IMC strategy

Creative services

• Develop advertising copy and campaigns

Media services

• Select the best advertising media

Research services

• Study consumers’ buying habits, purchase preferences and responsiveness

Account management

• Link the agency with the client

Advertising agency organisation

1. What is the background to this

job?

2. What is the strategy?

3. What is our task on this job?

4. What is the corporate and/or

brand positioning?

5. What are the client’s objectives

for this job?

6. Who is the target audience?

7. What does the target audience

currently think/feel?

8. What do we want the target audience

to think/feel?

9. What do we want the target audience

to do?

10. What is the single-minded proposition?

11. Why should the target audience

believe this proposition?

12. How should we speak to them?

Creating effective marketing communications

Constructing a creative brief

Inconsistent messages

• IMC influence stretches beyond marketing communications to the organisation’s entire operations.

• Three messages can be used to identify inconsistencies.

1. Say

2. Do

3. Confirm

Types of creative strategy

• Three categories of styles define contemporary advertising:

1. functional orientation

2. symbolic/experiential orientation

3. category-dominance orientation.

Attributes

• The features or aspects of advertised brands

Consequences

• What consumers hope to receive (benefits) or avoid (detriments) when consuming brands

Values

• Represent those enduring beliefs people have about what is important in their life

Means–end chaining

• A framework for understanding the relationship between the consumer and advertising

The means–end chain: MECCAS model

Product category

Attributes

Consequences

Abstract values

Laddering process

• The interviewer first determines what attributes about the product category are important and then links these to consequences and the abstract values.

Learning objectives

• The role of advertising IMC agencies, and the relationship between agency and client

• The concept of means–end chains and their role in formulating IMC strategy