MRKT 5940 Promotional Mgt

Chapter 9 & 14 Jason Lee & Michelle Eaktavewut

IMC Planning Model

Review of marketing plan Promotional program situation analysis Analysis of the communications process Budget determination Develop integrated marketing communications programs Advertising Sales promotion Sales promotion objectives Sales promotion strategy PR/ publicity PR/ publicity objectives PR/ publicity strategy Personal selling Personal selling objectives Personal selling strategy Direct marketing Direct marketing objectives Direct marketing strategy Internet/ interactive Internet/ interactive objectives Internet/ interactive strategy

Advertising objectives
Message strategy

Integrate and implement marketing communications strategies Monitor, evaluate and control IMC Program

08

Creative Strategy: Planning and Development

McGraw-Hill/Irwin

Copyright 2012 McGraw-Hill Companies, Inc., All right reversed

09

Creative Strategy: Implementation and Evaluation

McGraw-Hill/Irwin

Copyright 2012 McGraw-Hill Companies, Inc., All right reversed

Chapter Objectives

1. To analyze various types of appeals that can be used in the development and implementation of an advertising message. 2. To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate. 3. To analyze various tactical issues involved in the creation of print advertising and TV commercials. 4. To consider how clients evaluate the creative work of their agencies and discuss guidelines for the evaluation and approval process.

9-5

Appeals and Execution Style

The approach used to attract the attention of consumers To influence consumer feelings toward a product, service, or cause

1. Advertising Appeals

2. Execution Style

The way an appeal is turned into an advertising message The way the message is presented to the consumer
9-6

1. ADVERTISING APPEALS

1. Advertising Appeals
Advertising appeals can be broken down into 2 classes
1. Informational Appeals: Emphasize features of a product/service and their benefits for owning it.
Feature appeals
Focuses on the dominant product traits (e.g. Red Bull)

Competitive advantage appeal

Makes comparisons to other brands

Favorable price appeals (e.g. HP)

Makes price offer the dominant point

News appeals
News announcement about the product

Product/service popularity appeals

Stresses the brands popularity

1. Advertising Appeals
Advertising appeals can be broken down into 2 classes
2. Emotional Appeals: Relates to the customers social or psychological needs for purchasing a product/service.
Consumers motives are emotional and their feelings about a brand can be more important than knowledge of its features or attributes. E.g. Evian water Works well because they reduce price sensitivity and strengthen branding

Transformational Ads
One which associates the experience of using advertised brand which would not typically be associated with brand experience to the same degree without exposure to the advertisement.

Feelings

Images

Meanings

The ads create . . .

Beliefs

Richer More Exciting

It makes the product use experience. . .

Warmer More Enjoyable

9-10

Transformational Advertising for Skyy Vodka

9-11

Combining Rational & Emotional Appeals

Many purchases are made on basis of both rational & emotional motives.
Advertisers combine them and give attention to both elements in developing effective advertising.

OMO Laundry Detergent TVC E.g. Laundry detergent- now offering emotional benefts such as the satisfaction of seeing ones children in bright, clean cloths.

Levels of Relationships With Brands

Emotions

Personality

Product Benefits

9-13

Appealing to Personal States or Feelings

Personal
Social-Based Recognition Status Respect

Safety Security Fear Love, Affection Happiness, Joy Nostalgia Sentiment Excitement
Sorrow, Grief

Involvement
Embarrassment Affiliation Rejection Acceptance Approval

9-14

Additional Types of Appeals

Reminder Advertising
Building brand awareness and keeping brand at the top of mind of consumers

Teaser Advertising
Build curiosity, interest, and excitement about product

User-Generated Content
Ads that are created by consumers. Techniques
Interactive games Mobile tour Contests Facebook YouTube Twitter Upload sites

Reminder Advertising

9-16

MasterCard Creates an Emotional Bond

9-17

1. ADVERTISING EXECUTION

Ad Execution Techniques
Straight sell Scientific/Technical Demonstration Comparison Testimonial Slice of life Animation Personality Symbol Imagery Dramatization Humor Combinations

9-19

Ad Execution Techniques
Straight-sell or Factual Message
Execution relies on a straightforward presentation of information about the product or service such as specific attributes or benefits.

Scientific/Technical Evidence
A variation of the straight sell where scientific or technical evidence or information is presented in the ad to support a claim.

Ad Execution Techniques
Demonstration
This type of execution is designed to illustrate the key advantages or benefits of a product or service by showing it in actual use or in some contrived or staged situation.

Comparison
This type of execution involves a direct or indirect comparison of a brand against the competition.

Testimonials
Many advertisers present their advertising messages in the form of a testimonial whereby a person speak on behalf of the product or service based on his or her personal use of and/or experiences with it.

Ad Execution Techniques
Slice of Life
This type of execution is often based on a problem/solution type of format. The ad attempts to portray a real-life situation involving a problem, conflict, or situation consumers may face in their daily lives.

Animation
This technique used animated characters or scenes drawn by artists or on computer. Animation is often used as an execution technique for advertising targeted at children. For example, Star-Kist tuna often uses commercials featuring Charlie the Tuna that mixes animation with real people.

Personality Symbol
This type of execution involves the use of a central character or personality symbol to deliver the advertising message and with which the product or service can be identified.

Ad Execution Techniques
Imagery
This type of appeal is used when the goal is to encourage consumers to associate the brand with the symbols, characters, and/or situation shown in the ad.

Dramatization
This execution technique creates a suspenseful situation or scenario in the form of a short story. Dramatizations often use the problem/solution approach as they show how the advertised brand can help resolve a problem.

Humor
Humor can be used as the basis for an advertising appeal. However, humor can also be used as a way of executing the message and presenting other types of advertising appeals.

Combinations
Many of these execution techniques can be combined in presenting an advertising message. For example, slice-of-life ads are often used to demonstrate a product or make brand comparisons.

Advertising Execution

CREATIVE TACTICS

Creative Tactics
Once we have been determined
Creative approach, Type of appeal Execution style We will then focus on creating the actual advertisement.

The design and production of an advertising message involves a number of activities such as:
Writing copy Developing illustrations Other visual elements of the ad Bringing all of the pieces together in a finished product.

Creative Tactics 1. Creative Tactics for Print Advertising 2. Creative Tactics for Television

1. Creative Tactics for Print Advertising

There are three basic components of a print ad including the headline, body copy, and the visual elements or illustrations. These elements are brought together through a layout. Headline
Words in the Leading Position of the Ad

Subheads
Smaller Than the Headline, Larger Than the Copy

Body Copy
The Main Text Portion of a Print Ad

Illustrations Such As Drawings or Photos

Visual Elements

Layout
How Elements Are Blended Into a Finished Ad

9-27

Ad Layout
Headline Subhead

Visual Element Identifying mark

Copy

9-28

Headlines That Grab Attention

9-29

This Ad Uses a Clever Visual Appeal

9-30

2. Creative Tactics for Television

As with print ads, television commercials have several components which must work together to create the right impact and communicate the advertiser's message. Video
The video or visual elements are what is seen on the television screen. Decisions have to be made regarding the main focus of the visual such as the product, the presenter, action sequences, lighting graphics, color, and other factors.

Audio
The audio portion of a commercial includes several elements such as voice, music, and sound effects.

Music
A very important part of many television commercials is music which plays various roles and functions such as providing a pleasant background or helping to create the appropriate mood or setting.

9-31

Top-10 Jingles

9-32

Planning and Production of TVCs

1. Script
Various elements of a TVCs are brought together in a document. It is a written version of a commercial that provides a detail description of its video and audio content. It indicates the various audio components of the commercial such as the copy to be spoken by voices, music, and sound effects. The video portion of the script provides the visual plan of the commercial.

2. Storyboard
A series of drawings used to present the visual plan/layout of a proposed commercial. The approved storyboard, the commercial is ready to move to the production phase

3. Client approves

Production Stages for TV Commercials

Preproduction

All work before actual shooting, recording

Production

Period of filming, taping, or recording

Work after spot is filmed or recorded

Postproduction

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Production Stages for TV Commercials

Preproduction
Selecting a director Choosing a production company Bidding Cost estimation & Timing Production timetable Set construction location Agency and client approvals Casting Wardrobes Preproduction meeting

Production
Location vs. Set Shoots Night/Weekend Shoots Talent arrangement

Postproduction
Editing Processing Recording sound effects Audio/VDO missing Opticals Client/agency approval Duplicating Release/Shipping

TV Commercial Production Costs

9-36

Client Evaluation and Approval Client-side approvals

Advertising or communications manager Product or brand managers Marketing director or vice president Legal department President or CEO Board of directors
DAGMAR-determine adv goals. Measure adv results Negotiate a time frame Get it signed

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Client evaluation and approval of creative work

Guidelines for Evaluating Creative Output
Is the creative approach consistent with the brands marketing and advertising objectives? Is the creative approach consistent with the creative strategy and objectives, and does it communicate what it is supposed to? Is the creative approach appropriate for the target audience? Does the creative approach communicate a clear and convincing message to the customer? Does the creative execution overwhelm the message? Is the creative approach appropriate for the media environment in which it is likely to be seen? Is the advertisement truthful and tasteful?