Transcript Promotion Management

Chapter 6
Source, Message and Channel
Factors
The Persuasion Matrix
Promotional Planning
Elements
Promotional Planning
1
2
3
4
Receiver/
Comprehension
Channel/
presentation
Message/
yielding
Source/
attention
Can the
receiver
comprehend
the ad?
Which media
will increase
presentation?
What type of
message will
create
favorable
attitudes?
Who will be
effective in
getting
consumers’
attention?
Source Attributes and Receiver
Processing Modes
Source Attribute
Process
Power
Compliance
Attractiveness
Identification
Credibility
Internalization
Source Credibility
Knowledge
Source
Skill
Expertise
Trustworthy
Information
Unbiased
Objective
Limitations of credible sources
• high-credibility source may be less effective
than a moderate- or low-credibility source
such as when the receiver has a favorable
initial attitude or opinion.
• In this situation the use of a highly credible
source
may lead the receiver to attribute his or her
opinion to the source
rather than the message being communicated.
• “Sleeper effect phenomenon” – What is it?
Experts Lend Authority to an
Appeal
+
Endorsement by Both a Celebrity
and an Expert
+
A Business Owner May Be His
Own Spokesperson
 A spokesperson who delivers an
advertising message and/or
demonstrates a product or service is a
direct
source
Source Attractiveness
Similarity
Familiarity
Likeability
Resemblance
between the
source and
recipient of the
message
Knowledge of the
source through
repeated or
prolonged
exposure
Affection for the
source resulting
from physical
appearance,
behavior, or other
personal traits
Attractive Models Are Often Used
in Cosmetic Ads
+
Popular Celebrities Help Attract
Attention to Commercials
+
Discussion Question
Effective spokespeople?
What makes an
effective
spokesperson?
When should they
NOT be used?
Risks of Using Celebrities
The celebrity may overshadow
the product being endorsed
The celebrity may be overexposed,
reducing his or her credibility
The target audience may not be
receptive to celebrity endorsers
The celebrity’s behavior may pose
a risk to the company
 Consumers who are particularly
knowledgeable about a product are less
likely to be influenced by celebrity
endorsements than consumers who
have little or no product knowledge
Brand Name, Celebrity, and Location Are
All Closely Linked in Meaning and Mood
Recall
Recall and Presentation Order
Beginning
Middle
End
 Message Sidedness


One sided vs two sided messages
Advertisers are concerned over the
negative effects of acknowledging a
weakness in their brand
 Refutation
Message Appeal Choices
Appeal mostly to the
logical, rational minds
of consumers
Appeal mostly to the
feelings and emotions
of consumers
Appeal to both the logical,
rational minds of consumers and
to their feelings and emotions
Message Appeal Options
Comparative
Ads
• May be especially
useful for new
brands
• Often used for
brands with small
market share
• Frequently use in
political
advertising
Fear
Appeals
• May stress
physical danger or
threats to health
• May identify social
threats:
disapproval or
rejection
• May backfire if the
level of threat is
too high
Humor
Appeals
• They can attract
and hold attention
• They are often the
best remembered
• They put the
consumer in a
positive mood
A Very Direct, Side-By-Side Comparative Ad
+
Threat Plus Solution Gently
Persuades
+
Fear Appeals and Message Acceptance
No Fear Ads Creates a Unique
Brand Image
Clever Execution of Humor in a
Print Ad
Pros and Cons of Using
Humor
Cons
Pros
Does Not Aid Persuasion in
General
Aids Attention and
Awareness
May Harm Recall and
Comprehension
May Aid Retention of the
Message
May Harm Complex Copy
Registration
Creates a Positive Mood
and Enhances Persuasion
Does Not Aid Source
Credibility
May Aid Name and Simple
Copy Registration
Is Not Effective in Bringing
About Sales
May Serve As a Distracter,
Reducing Counterarguing
May Wear Out Faster Than
Non-humorous Ads
 Humorous messages may be effective
because they enhance attention and
may reduce counter-arguing.
The Brand Name, Itself,
Becomes Part of the Humor
 Humorous messages may be effective
because they enhance ________ and
may reduce ___________.
Humorous ads
 Bird
 Help
 Bump
 ET
 Biker
 Trunk monkey
Fear ads
 Dial
Creative Directors Opinions
Regarding Use of Humor
Audiences
Favorable
Audiences
Unfavorable
 Younger
 Older
 Well educated
 Less educated
 Up-scale
 Down-scale
 Males
 Females
 Professional
 Semi- or Unskilled
Self versus External Paced Media
Self-Paced
Media
Externally Paced
Media
• Newspapers
• Radio
• Magazines
• Television
• Direct Mail
• Internet
Vs.
The Image of a Magazine Can
Enhance an Ad
+
Persuasive Appeals
 Demonstration



Show audience how product works
Infomercials
Fitness gear
•Testimonial
•Client speaks of product benefits
•Jared of Subway
Persuasive Appeals
 Celebrity Endorsement


Tie product image to famous person
MJ & Jackie Chan for Hanes
•Urgency
•Need to respond/act quickly
•Sale Ends Saturday!
•2-days only!
•Disney DVDs will not be available for 10
years!
Persuasive Appeals
 Shock!
Anti-drug/Anti-smoking
•Sex
•Associate product with sexual satisfaction / conquest
•Calvin Klein, Cosmo, Maxim
Persuasive Appeals
 Before / After


Demonstrate specific results of using
product
Grecian formula, weight loss
•Image
•Associate product with some image, style, attitude…
coolness
•Product benefits, attributes are secondary to the image
•Cadillac, Nike
Chapter 8
Creative Strategy:
Planning and Development
Today
 Focus on the planning and development of the creative
strategy.
 Examine the concept of creativity and the process that
guides the creation of the advertising campaign
 copy
platforms that are used to
development of advertising campaigns.
 major
guide
the
selling ideas that form the basis of an
advertising campaign.
Creativity
“Before you worry about how to say it,
you must be sure you say the right
thing”
Creative advertising can break through
the clutter and make an impression on
buyers
Thomas Edison is often credited with saying that
"Creativity is 1 % inspiration and 99 % perspiration."
That 99 % (percent), or the innovation, involves
testing, evaluating, and retesting what the
inspiration found.
Advertising Creativity
Creative
Strategy
Determining what the
advertising message will say
or communicate
Creative
Tactics
Determining how the
message strategy will be
executed
Creativity
 It is not about the awards


communicates the message clearly and
leaves favorable impressions among the
target audience
Not all advertising campaigns that have
won creative awards have successfully
generated sales for the clients' products
 Creativity is important when

companies are selling brands that are very
similar in quality and difficult to differentiate
on functional features
The Ideal Power Idea Should .
.
Be .Describable
in a Simple Word or Phrase
Be Likely to Attract the Prospect’s Attention
Revolve Around the Clinching Benefit
Allow You to Brand the Advertising
Let Prospects Vividly Experience the Goods
Two Perspectives on Advertising
Creativity
The ability to generate fresh, unique and
appropriate ideas that can be used as solutions
to communication problems.
“Its not
creative
unless it
sells”
Suits
Artists
“Only artistic
value and
originality
count”
Absolut’s Advertising Represents
Synergy Between Creative and Media
+
Young's Creative Process
Immersion
Getting Raw Material, Data,
Immersing One's Self in the Problem
to Get the Background.
Digestion
Ruminating on the Data Acquired,
Turning It This Way and That in the
Mind.
Incubation
Ceasing Analysis and Putting the
Problem Out of Conscious Mind for
a Time.
Illumination
A Sudden Inspiration or Intuitive
Revelation About a Potential Solution.
Verification
Studying the Idea, Evaluating It, and
Developing It for Practical Usefulness.
Getting Creative Input
Read anything
related to the
product or
market!
Use the
product to
become
familiar with
it!
Work in and
learn about
the client’s
business!
Listen to what
people are
talking about!
Ask everyone
involved for
information!
Getting Creative Input
1.
Background research
informal fact-finding techniques and general preplanning
input.
2.
Product/service specific research
this involves different types of studies such as
attitude, market structure and positioning, perceptual
mapping and psychographic studies.
3.
Qualitative research input
techniques such as in-depth interview or focus groups
with customers or ethnographic studies.
BMW’s Slogan Has Helped Build Its
Brand Image
+
This ad campaign was based on
psychographic research
“Who is she sleeping with?” WESTIN “Choose your travel
partner wisely”
The 10 greatest ad slogans of all time
Company or Brand
Campaign Theme
1. De Beers
Diamonds are forever
2. Nike
Just do it!
3. Coca Cola
The pause that refreshes
4. Miller Lite
Tastes great, less filling
5. Avis
We try harder
6. Maxwell House
Good to the last drop
7. Wheaties
Breakfast of champions
8. Clairol
Does she . . . or doesn’t she?
9. Morton Salt
When it rains it pours
10. Wendy’s
Where’s the beef?
A few Turkish examples
Company or Brand
Campaign Theme
1. ABC
Farki Fiyati
2. Arko
Her eve lazim
3. Artema
Ac kapa Artema
4. Beko
Bir dunya markasi
5. Luna
Yoksa siz hala annenizin margarinini mi
kullanıyorsunuz?
6. Solo
Hem yumusak, hem hesapli
7. Tamek
Tamekse koy sepete
8. Tefal
Sen herseyi dusunursun
9. Ulker tac kraker
Atistirin acliginizi yatistirin
10. Vernel
Vernelleyin yumusacik olsun
Vernelleyin mis gibi koksun
Approaches to the Major Selling Idea: USP
Unique Selling
Proposition
Benefit
Buy this
produce and
you'll benefit
this way or
enjoy this
reward
Unique
Potent
Must be unique
to this brand or
claim; something
rivals can't or
don't offer
The promise
must be strong
enough or
attractive
enough to move
people
Approaches to the Major Selling
Idea:
Inherent Drama
Inherent
Drama
Messages generally presented
in a warm, emotional way
Hallmark, Maytag, Kellog
Focus on consumer benefits
with an emphasis on the
dramatic element in expressing
them
Approaches to the Major
Selling Idea:
Positioning
Positioning
Establish a particular place in
the customer’s mind for the
product or service
Based on product attributes/
benefits, price/quality, use or
application, type of user,
problem solved
Pennzoil’s Positioning is Based on
Protection
 Story board
 Animatic
Shock Ads
• deliberately designed to be
controversial
Calvin Klein and Benetton are the two
companies best known for using shock ads.
• in-house
• Younger consumers are less likely to perceive
shock ads as offensive or in bad taste and may
even help create favorable attitudes toward
these companies because of their edgy,
rebellious tone.
Oliver Toscani, Benetton’s creative
director, is that advertising should be
free from any type of censorship
or scrutiny since it is often a form
of art.
Food for life 2003
1990
1990
1990
1996
1989
1990
http://absolutad.com/absolut_gallery/singles/