Transcript Integrated Marketing Communications

Integrated Marketing Communications
Module 4: Developing the IMC program
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Integrated Marketing Communications
Module 4: Developing the IMC program
Planning and development of creative Marketing
Communications
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Integrated Marketing Communications
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Role of advertising:
Source of entertainment, motivation, fascination, fantasy, information and
sometimes irritation.
Ads create or shape the consumers desires and goals.
Ads can be used to create images and associations and position a brand in the
consumer’s mind as well as transform the experience of buying and/or using a
product or service.
Eg. BMW – “the ultimate driving maching”
Hallmark – “when you care enough to send the very best”
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Integrated Marketing Communications
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Underlying all the messages are two critical components:
Creative
Strategy
Determining what the
advertising message will say
or communicate
Creative
Tactics
Determining how the
message strategy will be
executed
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What is creativity?
Integrated Marketing Communications
Module 4: Developing the IMC program
What is creativity?
Some people believe that innovativeness, artistic and aesthetic value and
originality is what creativity is all about.
Creative ads can break through the competition’s ads, grab the consumer’s
attention and have some impact.
Some other people say that an ad is creative only if it sells the product. They
are more conservative than the creative people and want
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Advertising creativity
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Importance of creativity in advertising
Good creative strategy can be central to determining the success of a product
or service.
It is an essential part of a strong brand building. It can create the ‘big idea’
Advertising creativity is the ability to generate fresh, unique and appropriate
ideas that can be used as solutions to communications problems.
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“The Big Idea”
Describable
in a simple
word or
phrase
Likely to
attract the
prospect’s
attention
Lets
prospects
vividly
experience
the goods
Revolves
around the
clinching
benefit
Allows you to
brand the
advertising
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Integrated Marketing Communications
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Creative thinking is needed from everyone involved in the promotional
planning process.
It is needed from the agency people, such as account executives, media
planners, researchers as well as from the client side viz. marketing, brand
managers etc.
All must seek creative solutions to the problems encountered in planning,
developing and executing an advertising campaign.
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Creativity: everyone should chip in
Agency
Client
• Account
executives
• Marketing
managers
• Media
planners
• Brand
managers
• Researchers
• Upper
management
• Attorneys
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Integrated Marketing Communications
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Planning the creative strategy
The creative challenge
Taking creative risks
Creative personnel
The creative process
Account planning
Inputs to creative process
Advertising campaigns
Copy platform
Search for the major selling idea
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Integrated Marketing Communications
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Planning the creative strategy
The creative challenge
The creative team must take all the research, strategy statements,
communication objectives and transform them into an ad
message.
Do not focus on features/benefits of the product or services, they must
put the advertising message into a form that will engage the audience’s
interest and make the ads memorable
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The only rule in advertising …..
There are No rules. No formulae. No Right way
Rules lead to dull stereotyped advertising, and they stifle creativity,
inspiration, initiative and progress.
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Taking creative risks
Clients often feel uncomfortable with advertising that is too different.
Creative people say it is important for clients to take some risks if they want
breakthrough advertising that gets noticed.
Clients like Nike, Microsoft, Wrigley are more open to take risks.
But ultimately the bottom line of advertising is ‘Does it sell?’
It is a balancing act that clients and ad agencies have to perform.
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Wrigley confectionary
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Creative risk
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Creative personnel
Creative personnel in the agency are often portrayed as ‘odd’ and ‘eccentric’
They are more abstract, less structured and rely on intuition. They often have
non-business education in arts, humanities, literature etc.
They have different mind sets from the ‘suits’ or marketing managers and
account executives.
Agencies should create environment to accommodate
ideas and people from both these spectrums to create
good ads.
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Creative personnel
Unconventional
Abstract
Less
structured
Less
organized
Intuitive
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The debate
It isn’t creative if it
doesn’t sell
Suits
Only artistic
value and
originality count
Artists
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The creative process
Some advertising people say that creativity in advertising can achieve success if
an organized approach is followed.
James Webb Young has developed a five step model.. He believes that
production of ideas is similar to production of some product..
Ideas also run on an assembly line i.e. the mind runs a technique which can be
learned and controlled..
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Immersion
Digestion
Get raw material and data, and
immerse yourself in the problem
Take the information, work it over,
wrestle with it in your mind
Incubation
Turn the information over to the
subconscious to do the work
Illumination
“Eureka! I have it!” phenomenon
Verification
Study the idea, evaluate it, reshape it
for practical usefulness
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Young’s process of creativity is similar to a four step approach outlined much
earlier by English sociologist Graham Wallas
These models of the creative process are valuable to those working in
the creative area of advertising
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Wallas creative process model
Illumination
Seeing the
Solution
Preparation
Gathering
Information
The
Creative
Process
Verification
Refining
the Idea
Incubation
Setting
Problem
Aside
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Account Planning
To facilitate the creative process, many agencies use account planning which
involves conducting research and gathering all relevant information about a
client’s product/service, brand, consumers and target audience.
All the research (both qualitative and quantitative) is carried out which is the
input to the creative process.
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Inputs to the creative process: preparation, incubation, illumination
Back Ground Research : Gathering relevant information from periodicals &
Magazine, Brand Reports, Studies
Some fact-finding techniques:
Reading about the product or market
Asking designers, engineers, salespeople, consumers
Listening to people
Using the product
Other sources from which data can be gathered eg. Research agencies and
Advertising associations.
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Product/Service Specific Research
This information comes in the form of specific studies conducted on product,
the target audience or both.
Consumer research in the form of attitude studies, market structure,
positioning studies, perceptual mapping, lifestyle research, focus group
interviews, demographic and psychographic profiles of users etc. are all
examples of product specific research.
BBDO’s problem Detection
DDB’s Psychographic analysis & Brand Capital Report
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Qualitative Research
Focus group interviews give insight as to why and how consumers use a
product or service
Ethnographic research: observing consumers in their natural environment
Eg. Ogilvy and Mather has a research unit called Discovery Group
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Inputs to the creative process: Verification, Revision
This stage evaluates ideas generated during the illumination stage, rejects the
inappropriate ones, refines and polishes those that remain and gives them final
expression.
Consumers may be asked to evaluate the ad in the story board form
Story board may be converted into an animatic form and this can be evaluated
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Creative Strategy Development
Advertising campaigns
A set of interrelated and coordinated marketing communications
activities that center on a single theme or idea that appears in different
media across a specific time period.
The central idea or theme is the key for a successful ad campaign
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Company
Campaign Theme
DeBeers
Nike
BMW
Miller Lite
Wheaties
Diamonds are forever
Just do it
The ultimate driving machine
Tastes great, less filling
Breakfast of champions
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Copy Platform
A document that specifies the basic elements of the creative strategy.
Also known as creative platform, work plan, creative brief, creative blueprint or
creative contract. It consists of the following:
-Basic problem / issue that advertising must address
-Advertising and communications objectives
-Target audience
-Major selling idea
-Campaign theme, execution technique
-Supporting information and requirements
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The search for a major selling idea
Some experts say that a campaign should have a big idea that attracts
attention, gets a reaction and sets the advertisers product/service apart from
the competitors.
Some of the best known approaches for this are:
- Unique selling proposition
- Creating a brand image
- Finding the inherent drama
- Positioning
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Unique selling proposition
A USP has the following three characteristics:
-Each ad must say to the consumer what is the product benefit
-Such a proposition should be unique that no competition can offer
-The proposition should be strong enough to attract new customers to your
brand
USP should have a sustainable competitive advantage that competitors cannot
easily copy.
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Creating a brand image
The creative strategy is based on the development of a strong memorable
identity for the brand through image advertising.
The image of a brand creates an appeal to the product users. It is especially
more important when the competing brands are similar.
Eg. No Fear creates an image representing the outer limits of human
performance.
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Finding the inherent drama
Coined by Leo Burnett, inherent drama refers to the foundation of consumer
benefits with an emphasis on the dramatic element in expressing those
benefits.
Burnett advocated a down-home type of advertising that presents the message
in a warm and realistic way.
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Positioning
The basic idea is that advertising is used to establish or ‘position’ the product
or service in a particular place in the consumer’s mind.
Products can be positioned on the basis of product attributes, price, quality,
usage or application, product users or product class.
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Creative Strategy:
Implementation and Evaluation
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Previous section described WHAT the advertising message should
communicate.
This section focuses on HOW the message will be executed.
Two basic concepts are: Appeals and Execution Styles
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Advertising
Appeals
Execution
Style
The approach used to attract
the attention of consumers
To influence consumer feelings
toward a product,
service or cause
The way an appeal is turned
into an advertising message
The way the message is
presented to the consumer
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Advertising Appeal
It refers to the approach used to attract the attention of the consumers and/or
to influence their feelings toward the product, service or cause.
It is something that moves people, speaks to their wants or needs and excites
their interest. The different appeals are:
- Informational/rational appeals
- Emotional appeals
- Combining rational and emotional appeals
- Other types of appeals
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Informational / Rational Appeals
Feature Appeal: Focus on dominant traits of the product
Competitive Advantage Appeal: Makes comparisons to other brands
Favorable Price Appeal: Makes price offer the dominant point
News Appeals: News announcement about the product
Product Popularity Appeal: Stresses the brand’s popularity
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Emotional Appeals
They relate to the customers’ social and/or psychological needs for purchasing
a product or service.
Sometimes the feelings for a brand can be more important than the attributes
of the product.
Some of the emotions are:
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Safety
Security
Fear
Love, Affection
Happiness, Joy
Nostalgia
Sentiment
Excitement
Arousal
Stimulation
Sorrow, Grief
Pride
Achievement
Accomplishment
Self-esteem
Embarrassment
Actualization
Pleasure
Ambition
Comfort
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Approval
Affiliation
Embarrassment
Acceptance
Status
Social-Based
Feelings
Respect
Belonging
Involvement
Rejection
Recognition
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Transformational Advertisement
A ‘transformational ad’ is the one which associates the experience of using the
brand with a unique set of psychological characteristics.
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Feelings
Meanings
Richer
More
Exciting
Images
The ads
create . . .
It must make
the product use
experience . . .
Beliefs
Warmer
More
Enjoyable
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Combining rational and emotional appeals
Consumer purchase decisions are often made on the basis of both emotional
and rational motives.
Hence attention should be given to both in developing effective advertising.
Consumers develop ‘emotional bonding’ with the brands.
Consumers also assign a ‘personality’ to a brand.. Eg. A brand may be thought
of as aggressive, adventurous, self-assured etc.
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Levels of relationships with brands
Emotions
Personality
Product Benefits
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Other types of Appeals
Reminder Advertising: building brand awareness and/or keeping the brand
name in front of the customers
Advertisers introducing new products often use Teaser Advertising to build
curiosity, interest and excitement by talking about it but not actually showing
it. Also called mystery ads.
Care should be taken not to stretch teaser ads for too long or they will loose
their effectiveness.
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Advertising Execution
Creative execution is the process by which the advertising appeal is presented.
How you say is also as important in advertising as What you say.
An advertising message can be presented or executed in numerous ways:
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Execution Techniques
Straight sell
Animation
Scientific/Technical
Personality Symbol
Demonstration
Imagery
Comparison
Dramatization
Testimonial
Humor
Slice of life
Combinations
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Straight Sell or Factual Message
Straightforward presentation of information concerning the product or service
Often used with informational/rational appeals where focus is the product and
its attributes.
Commonly used in print ads where information is given along with the picture.
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Scientific/Technical Evidence
Variation of the straight sell where scientific evidence is presented in the
advertisement.
Ad may have result of laboratory testing, endorsement of scientific bodies,
agencies etc.
Eg. Colgate – endorsed by Dental Association
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Demonstration
Illustrating the key advantages of the product by showing it in actual use.
Generally used in TV ads where products are shown being used and the
associated benefits are shown.
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Comparison
This approach is a direct way of communicating a brand’s particular advantage
over its competitors.
Also used for positioning a new or lesser known brand with industry leaders.
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Testimonial
A person praises the product or service on the basis of his or her personal
experience with it.
Usually ordinary customers discuss their experiences with the brand and the
benefits of using it.
A related technique is ‘endorsement’ where a celebrity/expert speaks on
behalf of the company or the brand.
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Slice of Life
Widely used advertising format based on a problem/solution approach.
The ad shows a problem that consumers might face in their daily life and how
the product/service can resolve the problem.
Eg. Dandruff, bad breath, body odor, laundry problems
Another approach is ‘slice of death’ in which the ad uses a fear appeal. It
shows negative consequences by using some other product/service.
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Animation
An advertising execution approach that has become popular is the use of
animated characters, drawn by artists or created on computer.
Cartoon animation is especially popular for commercials targeted at children.
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Personality Symbol
This involves developing a central character that can deliver the advertising
message and with which the product can be identified.
They can be animated characters, animals or people.
Eg. Camel
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Fantasy
This is well suited for TV ads where the viewers can escape in a 30 second
different world / lifestyle.
The product or service becomes the central part of the situation.
Eg. Cosmetics ads often use fantasy appeals
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Dramatization
Here the focus is on telling a short story with the product/service as the star. A
bit similar to slice of life but more excitement and suspense.
The story involves opening – conflict situation – drama – suspense – conflict
resolution and climax
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Humor
Humor is well suited for TV and radio and can be a good advertising appeal
Combinations
Many of the above execution techniques can be combined to present the
advertising message.
Eg. Animation is often used to create personality symbols or fantasy
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Creative Tactics
Once the creative approach, type of appeal and execution style have been
determined, the actual advertisement is created.
It involves verbal and visual elements and tactical considerations
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Creative tactics for print advertising
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
Visual Elements
Illustrations Such As Drawings or Photos
Layout
How Elements Are Blended Into a Finished Ad
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Visual
element
Body
copy
Indirect
headline
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Creative tactics for television
Sight
Motion
Sound
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Production stages for TV commercials
Preproduction
All work before actual
shooting, recording
Production
Period of filming, taping, or
recording
Postproduction
Work after spot is filmed or
recorded
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Select a director
Choose
production
company
Preproduction
meeting
Preproduction
Production
timetable
Bidding
Cost estimation
and timing
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Production
Location
Timing
Talent
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Editing
Processing
Release/
shipping
Sound
effects
Postproduction
Duplicating
Approvals
Audio/video
mixing
Opticals
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Guidelines for evaluating the creative output
Consistent with brand marketing objectives?
Consistent with brand advertising objectives?
Consistent with creative strategy, objectives?
Communicates what it’s supposed to?
Approach appropriate to target audience?
Communicates clear, convincing message?
Does execution overwhelm the message?
Appropriate to the media environment?
Truthful and tasteful?
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MEDIA PLANNING AND STRATEGY
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Media Planning
It is the series of decisions involved in delivering the promotional message to
the prospective purchasers and/or users of the product or brand.
Media Planning
Media Objectives
Media Strategies
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Medium
It is the general category of available delivery systems which includes broadcast
media, print media, direct mail, outdoor advertising and other support media.
Media vehicle
It is the specific carrier within a medium category. Eg. Times of India is a print
vehicle, E24 is a broadcast vehicle.
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Reach
It is a measure of the number of different audience members exposed at least
once to a media vehicle in a given period of time.
Coverage
It refers to the potential audience that might receive the message through a
vehicle.
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Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty in measuring effectiveness
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Steps involved in developing the media plan
1.
2.
3.
4.
Market analysis & target market identification
Establishment of media objectives
Media strategy development and implementation
Evaluation and follow up
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1. Market analysis and target market identification
The key questions asked in this stage are:
i. To whom shall we advertise (who is the target market)?
ii. What internal/external factors influence the media plan?
iii. Where should we focus our efforts?
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In response to the first question, target markets may be derived from
Situational analysis
Primary research
Secondary data
Potential of the market may be known from the index number:
Index = % of users in a demographic segment x 100
% of population in the same segment
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There may be several internal and external factors operating..
Internal factors – size of the media budget, managerial and administrative
capabilities, organization of the agency
External factors – economy (cost of media), changes in technology (availability
of new media), competitive factors
Some of the above may require primary research but many of them are
available from secondary sources like:
magazines, syndicated services etc.
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The question of where to promote can be answered by using some indexes like:
The survey of buying power index published annually by Sales and Marketing
Management magazine.
The Brand Development Index (BDI)
BDI = % of brand to total U.S. sales in the market x 100
% of total U.S. population in the market
The Category Development Index (CDI)
CDI = % of product category total sales in the market x 100
% of total U.S. population in the market
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2. Establishing Media Objectives
The media situation analysis should lead to determination of specific media
objectives.
These objectives are designed to lead to the attainment of communications
and marketing objectives.
Eg. “Create awareness in the target market through the following:”
- Broadcast media to cover 80% of target market over 6 months
- Reach 60% of target audience 3 times over 6 months
After this, comes the media strategies..
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3. Developing and implementing media strategies
The following criteria are considered in the development of media strategies:
i. The media mix
ii. Target market coverage
iii. Geographic coverage
iv. Scheduling
v. Reach vs. frequency
vi. Creative aspects and mood
vii. Flexibility
viii. Budget considerations
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i. The media mix
A wide variety of media and media vehicles can be used. This depends on the
objectives, characteristics of the product, budget etc.
By combining the media, marketers can increase coverage, reach, frequency
levels.
Eg. For demonstration ads, TV is best media, for coupons to stimulate demand,
print media can be used, for in-depth information, internet can be used
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ii. Target market coverage
The media planner determines which target markets should receive the most
media emphasis.
The issue is the coverage of the market. If the media coverage reaches people
who are not potential customers, it is waste coverage.
The goal is to cover the max. target market and reduce the waste coverage.
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iii. Geographic coverage
According to the product or service attributes, the media planner can decide in
which areas to focus the promotion.
For eg. Ski products would be popular in areas where snow is available during
some period of the year.
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iv. Scheduling
It is timing the promotional efforts so that they will coincide with the highest
potential buying times.
Continuity: regular pattern of advertising without breaks (daily, weekly..)
Flighting: Less regular schedule with intermittent periods of advertising and
non advertising (seasonal products)
Pulsing: Combination of the above two methods. Ads are shown all year long
with intermittent surge in frequency
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v. Reach vs. frequency
There is a tradeoff between the reach (how many people) and the frequency
(how often) of advertising due to budget constraints.
Achieving brand awareness for new product need a very high level of reach.
But how to establish reach and frequency objectives?
If one ad is placed on two shows, the total number exposed once is
“unduplicated reach”
There are people who see both shows and the overlap is called as “duplicated
reach”
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Both are important, unduplicated reach – potential new exposures
Duplicated reach – estimate of frequency
Program Rating = % of households with TV who watch a program
Gross rating points (GRP) = Reach x Frequency
Target rating points (TRP) = no. of people in target audience the media will
reach, and the number of times
The reach-vs-frequency decision is very difficult to make. It is more of an art
than a science.
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vi. Creative aspects and mood
For implementing creativity, a medium should be used which will support the
creative aspects. The creative and media department work closely to
determine the best fit.
Certain media enhance the creativity of a message because they create a mood
that carries over to the communication.
Hence a media can also create a perception about the message placed in
them.
Eg. TV vs. Internet
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vii. Flexibility
The media strategy should be flexible to address the following:
-Market opportunities – development of new ad medium
-Market threats – competitor may alter his media strategy
-Availability of media – alternative media should be considered
-Changes in media – eg. Advent of cable TV
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viii. Budget considerations
The value of strategy can be determined by how well it delivers the message to
the audience with the lowest cost and least waste.
The promotional costs can be categorized as:
Absolute cost of medium – cost required to place the message
Relative cost – relationship between the price paid for advertising and size of
the audience delivered
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Calculating relative cost:
Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100
circulation
Cost per ratings point (CPRP) = Cost of commercial time
Program rating
Daily inch rate (newspapers) = Cost of ad space x 1000
circulation
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4. Evaluation and follow up
All plans need some evaluation to assess their performance. The questions to
be asked are:
- How well did these strategies achieve the media objectives?
- How well did this media plan contribute to attaining the overall
marketing and communications objectives?
Challenges in media planning are measurement and lack of consistent
terminology.
IT IS BETTER TO TRY THAN NOT TO ATTEMPT
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