marketing assignment 1000 words

MKT201 Integrated

Marketing Communications

IMC Planning Process

Lecture 4

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This Topic‟s Big Idea

“Not every IMC

campaign is successful ”

Watch Me: http://www.smh.com.au/national/my-cab-driver-fell-asleep-taxi-

industrys-social-media-campaign-backfires-20151109-gkuwis.html

Learning Objectives

• Explain the role of advertising agencies and

the relationship between agency and client.

• Discuss the features of effective advertising

• Explain how to construct a creative brief

• Understand unique selling proposition

(USP) strategy

• Explain the concept of means-end and their

role in formulating advertising strategy

The role of the

advertising agency Types:

– In-house

– Full-service

– As-needed basis

Services: – Research

– Publicity

– Package design

– Strategic planning

– Sales forecasting

– Plan and buy what media is to be used

– Development of advertising and sales promotions

Advertising agency

organisation

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

• Links the agency with the client

The client and advertising

agency relationship

Full-service advertising agency

• Expertise in negotiating media schedules

• Some control may be lost

Agency compensation

• The fee for performing advertising functions can be based on a:

• monthly fee structure

• job-by-job status

• outcome-based system.

Constructing a

creative brief

Constructing a

creative brief (Cont.)

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?

Condensed advertising

campaign for Pepsi Max

Core male demographic ageing Losing it‟s edge to Coke Zero

Objective

Volume share increases in

grocery, petrol and convenience

stores

Persuasion via a consumers values/lifestyles

Increase emotional connection with

men aged 20 to 29 with two positioning

statements

„Live life to the full‟

Pepsi Max is for „daring people‟

Media purchasing strategy

Reduce TV advertising

Increase digital and experiential advertising

Ads on buses and bus shelters

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

Styles of

creative advertising

Three categories of styles define

contemporary advertising:

1. functional orientation

2. symbolic/experiential orientation

3. category-dominance orientation.

Unique selling proposition

(USP) Strategy

Advertiser claims are based on the superiority of a product attribute that is unique and represents a meaningful and distinctive consumer benefit.

• This strategy is most useful when a point of difference cannot be readily matched by competitors.

• It may force competitors to imitate or choose a more aggressive strategy.

Brand Image

Strategy

Claims are based on psychosocial differentiation and symbolic association.

• A brand is given a distinct identity or personality, particularly in homogeneous product categories.

• This strategy most often involves prestige claims; it rarely challenges competition directly; e.g. the transformational properties of shampoo (how you will feel after using it).

Brand Image

Strategy (cont.)

Brand image advertising can also be

described as transformational advertising.

– It associates the brand with a unique set of

psychosocial characteristics (richer, warmer,

more exciting or more enjoyable) that it would

not be typically associated with to the same

degree without exposure to the ad.

– It endows brand usage with a particular

experience that differs from similar brands.

Resonance Strategy

Reflects the audience‟s life experiences

• Not focused on a USP or brand image

• For example: untidiness is often

associated with moving house, therefore a

moving company could focus on the

cleanliness they provide when engaged to

move a potential client‟s belongings.

Emotional Strategy

Many products are purchased on the basis

of emotion.

• Both negative and positive emotions can

be used to advertise.

• This form of advertising works particularly

well for jewellery, cosmetics, fashion

apparel and soft drinks.

Generic Strategy

Claims can be made by any company for

that product category.

• There is no attempt to differentiate

offerings (opposite

to USP).

• It is most likely to be used by a company

that dominates

a product category.

Pre-emptive Strategy

• A generic claim, but with an added

message of superiority

• Used when the products in the category

have few functional differences

• Most likely to be used by a company that

dominates a product category

Means–end chaining

A framework for understanding the

relationship between the consumer and

advertising

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.

The nature of values

Ten basic values that are commonly shared

by people everywhere

Self-direction Stimulation Hedonism Achievement

Power Security Conformity Tradition

Benevolence Universalism

Application of values

in advertising

• Knowledge of values at a segment level allows advertisers to focus on the attributes and consequences important to the consumer.

• This focus helps in achieving a valued end state from using the brand.

• The MECCAS model conceptualises five components and how they should be presented in the advertisement.

The means–end chain:

MECCAS model

Determining means–end chains:

the laddering method A research technique is needed to link the concepts of attributes (A), consequences (C) and values (V).

• One such method is called laddering, which relates to the hierarchy of relations.

• Laddering involves in-depth, one- to-one interviews.

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

Product category

Attributes

Consequences

Abstract values

Corporate image and

issue advertising

Corporate advertising

• Focuses on corporation‟s overall image, or on economic and social issues relevant to the corporation‟s interests

Corporate image advertising

• Attempts to increase a firm‟s name recognition, build goodwill, or identify a firm with meaningful and socially acceptable activities

Corporate issue (advocacy) advertising

• Takes a position on a controversial social issue of public importance

The role of endorsers

in advertising

Celebrity endorsers

• Actor, entertainer or athlete

• Example: George Clooney promoting Nespresso

Typical-person Endorsers

• Regular people

• Example: mums promoting washing powder

Endorser Attributes

Effectiveness

Credibility Attractiveness

Endorser attributes:

the TEARS model

Credibility (internalisation) Receivers accept the endorser‟s position on an issue as their own.

Trustworthiness (T)

• Being perceived as believable, dependable – as someone who can be trusted

Expertise (E)

• Having specific skills, knowledge or abilities with respect to the endorsed brand

Attractiveness

Physical attractiveness (A)

• Idea of visual pleasantness is based on an individual‟s concept of attractiveness

• Persuasion occurs through identification

Respect (R)

• Admiration/esteem is due to one‟s personal qualities and accomplishments

Similarity (to the target audience) (S)

• Based on extent to which an endorser matches an audience in terms of characteristics pertinent to the endorsement relationship (e.g. age, gender)

Humour in advertising

Humour often involves incongruity resolution.

• The meaning of the ad is not clear, so the viewer‟s cognitive processing is needed to create meaning. Once the humour is detected, a pleasant, more favourable attitude to both the ad and, maybe, the brand is formed.

• Humour is considered by ad agency executives to create awareness.

Use of humour in advertising

Appeals to consumer fears

Ads appeal to consumers‟ fears by identifying negative consequences of:

– not using the advertised product – for example, social disapproval by not using toothpaste and mouthwash

– engaging in unsafe behaviour (e.g. drugs).

Fear-appeal logic – Stimulates audience

involvement and promotes acceptance of the arguments.

Appropriate intensity – The greater the topic

relevance, the lower the threat intensity that is needed to activate a response.

Watch Me:

https://www.youtube.com/watch? v=KdOnF2v0mXM

Appeals to consumer guilt

• This approach aims to trigger negative emotions; e.g. breaking the rules or violating standards.

• It motivates emotionally mature individuals to undertake responsible action and reduce feelings of guilt.

• It focuses on past/future transgressions or failure to care for others.

Adopted from: Branding Strategy Insider, 2010, Building Brands with the Guilt

Strategy, viewed on 4th of March 2017

https://www.brandingstrategyinsider.com/2010/08/building-brands-with-the-guilt-

strategy.html#.WLl-WW-GOUk

Sex in Advertising

The use of sex in

advertising:

• captures consumers‟

attention and retains it

for longer

• enhances recall of

message points

• evokes an emotional

response (e.g. feelings

of arousal or lust).

Adopted from: Sex Appeal in Advertising, 2012, viewed 4th of March 2017

https://jennacastro.wordpress.com/2012/05/03/sex-appeal-in-advertising/

Music in Advertising

• An important component of advertising which includes jingles, background, popular and classical music

• Purpose: – Attracts attention

– Puts consumers in positive mood

– Makes consumers more receptive to message arguments

– Communicates meanings about advertised products

Watch Me:

https://www.youtube.com/watch?v=4EvVthDf-Dk

Comparative advertising

Compare against competitive offerings

• Based on claims of superiority

• A complex area; difficult to measure

• Considerations dictating the use of comparative advertising include:

– situational factors

– distinct advantages

– the credibility issue Watch Me:

https://www.youtube.com/watch?v=4Klv1Map2UY

The role of

comparative advertising

Enhances brand recall

Promotes better recall of message arguments

Generates more favourable attitudes towards the sponsoring brand

Generates stronger intentions to purchase sponsored brand

Generates more purchases

May be perceived as less believable (than non-comparative advertising)

Next Week

Markets Segmentation and Brand

Positioning