Transcript The New World of Marketing Communication

Part 2
Principle: Be True to Thy Brand – and Thy Consumer
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Market research
compiles information
about the product, the
product category,
competitors, and other
details of the marketing
environment.
Consumer research is
used to identify people
who are in the market
for the product.
Knowledge about consumer’s needs
and wants is at the heart of all
marketing communication plans.
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Brand communication research focuses on all the
elements of advertising—message, media, evaluation,
and competitors’ advertising.
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IMC research assembles information to plan the use
of a variety of marketing communication tools.
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Strategic research uncovers critical information that
becomes the basis for strategic planning decisions.
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Secondary research
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Background research using available published
information
Sources include:
◦ Government organizations
◦ Trade associations
◦ Secondary research suppliers
◦ Secondary information on the Internet
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Demographic information, such as that available from the U.S.
Census Bureau, is fundamental to marketing and communication
planning.
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Primary research
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Information collected for the first time from original
sources, such as primary research suppliers.
These include:
◦ A.C. Neilson
◦ Simmons Market Research Bureau (SMRB)
◦ Mediamark Research Inc. (MRI)
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For marketing communication, strategic planning is
the process of:
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identifying a problem that can be solved with
communication
determining objectives
deciding on strategies
implementing tactics
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What do each of these terms mean?
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Objective: what you want to
accomplish.
Strategy: how to accomplish the
objectives.
Tactics: actions that make the plan
come to life.
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The business plan and marketing plan provide
direction for advertising planning and other areas of
marketing communication.
The business plan may cover an SBU (strategic
business unit), which is a line of products or all
offerings of a brand.
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Mission Statement and Business Philosophy
A business plan begins with a description of the
business itself:
 The history of the company
 Its products
 The scope of its offerings
 Its corporate strengths
 Its organizational structure and management team
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Research
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In business plans, it is particularly important to look
both inside and outside the organization to identify
strengths and weaknesses, both corporate and brand.
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Goals and objectives
 Business goals are long term and general.
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Objectives focus on maximizing profit and return on
investment (ROI).
Strategies, tactics, and controls
 At the business plan level, planning decisions are
focused on research and development, operations,
and sales and marketing.
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Developed for a brand or product line and
evaluated annually.
Parallels the business strategic plan and contains
many of the same components.
Involves a SWOT analysis to determine strengths,
weaknesses, opportunities, and threats
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For marcom managers, the marketing mix
strategy is key.
It includes decisions about:
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Target market
Brand position
Product design and performance
Pricing
Distribution
Marketing communication
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Creativity is a product of teamwork between:
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Copywriters
Art directors
Creative directors
Account planners
Broadcast directors
Team members work together to generate
concept, word, and picture ideas.
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Consider the “Three Ps” of innovation:
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Place
Areas of the agency, office or workspace that
impact creativity.
Person
How do creative people think and behave?
Process
Creative product: the actual campaign.
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Psychological appeals
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An appeal uses an
emotional (heart)
approach to make the
product attractive or
interesting.
Appeals might include:
◦ Security
◦ Esteem
◦ Fear
◦ Sex
◦ Sensory pleasure
The appetite appeal of the trail mix bar
is dramatized by an extremely closeup visual that shows all the nuts and
raisins larger than life.
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Selling premises
These speak to the head with a sales message:
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A selling premise uses a rational (head) approach that
states the logic behind the sales offer.
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The most important features or attributes must be
identified.
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A claim is a product-based strategy based on how well
the product will perform.
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The most important word selection in
marketing communication is the brand or
corporate name.
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A long-term brand or corporate identity effort,
slogans have to be catchy and memorable.
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The word tagline is often used to refer to a
slogan, but technically it means a line at the end
of an ad that wraps up the creative concept.
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Direct Address:
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A startling or unexpected phrase:
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Rhyme, rhythm, alliteration:
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“Have it your way.”
Think small.”
“If it’s out there, it’s in here.”
“The daily diary of the American Dream.”
Parallel construction:
“When it rains, it pours.”
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Cue for the product:
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Music:
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Combination :
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Keep them short:
“Good to the last drop.”
“Nothing runs like a Deere.”
“Breakfast of Champions.”
“In the valley of the Jolly, ho-ho-ho, Green Giant.”
“It’s your land, lend a hand.”
“Eat MorChikin” for Chick-fil-A.
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Consider the Altoids case study from this chapter.
Success came from consistent graphic presentation
of the brand in its marketing communication.
In effective advertising, it’s not just the words that
count -- the visuals must communicate too.
Visuals do some things better than words, such as
demonstrate something.
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An intriguing idea grabs attention and sticks in
memory.
A picture in a print ad captures more than
twice as many readers as a headline does.
People remember ads with pictures more than
those with just type.
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The effective use of visuals
can be related to the
Facets Model of Effects:
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Grab attention
Stick in memory
Cement belief
Tell interesting stories
Communicate quickly
Anchor associations
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IBM used a chick and an egg to
demonstrate the smallness of its
hard disk drive, which is about
the size of a large coin.
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Marketing communication plays a major role in
creation of a brand image.
Much of this is conveyed through visual elements.
A logo is the imprint used for immediate
identification of a brand or company.
Brand image is also prominent in package design.
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