Transcript Developing ads - UoM-Communication Studies

Advertising
Any paid form of nonpersonal presentation
and promotion of ideas, goods, or
services by an identified sponsor.
Advertising Objectives
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Informative advertising
Persuasive advertising
Reminder advertising
Reinforcement advertising
Developing the Advertising
Campaign
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Message generation and evaluation
Creative development and execution
Social responsibility review
Creative Brief
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Positioning statement
Key message
Target market
Objectives
Key brand benefits
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Brand promise
Evidence of promise
Media
Background
Creative considerations
Developing Effective
Communication
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Step 1: Identifying the Target Audience
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Affects decisions related to what, how, when, and
where message will be said,
as well as who will say it
Step 2: Determining Communication
Objectives
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Six buyer readiness stages
Goal 3: Learn the steps in developing effective marketing communications
Buyer-Readiness Stages
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
Goal 3: Learn the steps in developing effective marketing communications
Developing Effective
Communication
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Step 3: Designing a Message
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AIDA framework guides message design
Message content contains appeals or themes
designed to produce desired results
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Rational appeals
Emotional appeals
 Love, pride, joy, humor, fear, guilt, shame
Moral appeals
Goal 3: Learn the steps in developing effective marketing communications
Message Strategies
• Cognitive
• Affective
• Conative
Cognitive
Message Strategies
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Generic
Preemptive
Unique selling proposition
Hyperbole
Comparative
Affective
Message Strategies
• Resonance
• Emotional
Personal Values
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Comfortable life
Equality
Excitement
Freedom
Fun, exciting life
Happiness
Inner peace
Mature love
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Pleasure
Salvation
Security
Self-fulfillment
Self-respect
Sense of belonging
Social acceptance
Wisdom
Advertising Appeals
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Fear
Humor
Sex
Music
Rationality
Emotions
Scarcity
Humor Appeal
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Used in 30% of ads.
Excellent in capturing attention.
Score high in recall tests.
Should be related directly to customer
benefit.
Sex Appeal
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Subliminal techniques
Nudity or partial nudity
Sexual suggestiveness
Overt sexuality
Sensuality
Music Appeal
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Has intrusive value
Gains attention
Increases retention of visual information
Can increase persuasiveness
Rational Appeal
• Based on hierarchy of effects model.
• Used by business-to-business advertisers.
• Well-suited for
 Print media
 Complex products
 High involvement products
Emotional Appeal
• Based on three ideas:
 Consumers ignore most ads
 Rational ads go unnoticed
 Emotional ads can capture attention
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Key to developing brand loyalty.
Effie Awards – humor and emotions.
Use more in b-to-b advertising.
Works well when tied to other appeals.
Scarcity Appeal
• Based on
 Limited supply
 Limited time to purchase
• Tied with promotional tools such as contests,
sweepstakes, and coupons.
• Encourage customers to take action.
Behavioral Response Model
• Severity
• Vulnerability
• Negative behavior
 Intrinsic reward
 Extrinsic reward
• Change behaviors
 Response costs
 Self-efficacy
 Response efficiency
Developing Effective
Communication
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Step 3: Designing a Message
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Message Structure: Key decisions are required with
respect to three message structure issues:
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Whether or not to draw a conclusion
One-sided vs. two-sided argument
Order of argument presentation
Message Format: Design, layout, copy, color, shape,
movement, words, sounds, voice, body language,
dress, etc.
Goal 3: Learn the steps in developing effective marketing communications
Structure of an Advertisement
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Headline
Sub-headline
Promise of a benefit
Amplification
Proof of claim
Action to take
Verbal and Visual Elements
• Balance
• Visual processing
 Easier to recall
 Stored as pictures and words
 Concrete vs. abstract
• Radio visual imagery
• Visual esperanto
• B-to-B advertisements
Executional Frameworks
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Animation
Slice of life
Dramatization
Testimonial
Authoritative
Demonstration
Fantasy
Informative
Animation
• Originally used by firms with small
advertising budgets.
• Increased use due to advances in
computer technology.
• Rotoscoping
• Clay animation
Slice of Life
(Dramatization)
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Encounter
Problem
Interaction
Solution
Testimonials
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Business-to-business ads
Service sector
Enhance credibility
Source
 Customers
 Paid actors
Authoritative
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Expert authority
Scientific or survey authority
Independent evidence
Business-to-business ads
Cognitive processing
Specialty print media
Demonstration
• Shows product being used
• Business-to-business sector
• Television and the Internet
Fantasy
• Beyond reality
• Common themes
 Sex
 Love
 Romance
• Products such as perfume/cologne
Informative
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Used extensively in radio
Business-to-business usage
Key is buying situation
Level of involvement
Developing Effective
Communication
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Step 4: Choosing Media
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Personal communication channels
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Includes face-to-face, phone, mail, and Internet chat
communications
Word-of-mouth influence is often critical
Buzz marketing cultivates opinion leaders
Nonpersonal communication channels
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Includes media, atmosphere, and events
Goal 3: Learn the steps in developing effective marketing communications
Choosing Among Major Media
Types
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Target audience and media habits
Product characteristics
Message characteristics
Cost
Media Selection
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Reach
Frequency
Impact
Exposure
Major Media Types
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Newspapers
Television
Direct mail
Radio
Magazines
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Outdoor
Yellow pages
Newsletters
Brochures
Telephone
Internet
Television
Advantages
 Reaches broad
spectrum of consumers
 Low cost per exposure
 Ability to demonstrate
product use
 Ability to portray image
and brand personality
Disadvantages
 Brief
 Clutter
 High cost of production
 High cost of placement
 Lack of attention by
viewers
Print Ads
Advantages
 Detailed product
information
 Ability to communicate
user imagery
 Flexibility
 Ability to segment
Disadvantages
 Passive medium
 Clutter
 Unable to demonstrate
product use
Print Ad Evaluation Criteria
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Is the message clear at a glance?
Is the benefit in the headline?
Des the illustration support the headline?
Does the first line of the copy support or
explain the headline and illustration?
Is the ad easy to read and follow?
Is the product easily identified?
Is the brand or sponsor clearly identified?
Developing Effective
Communication
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Step 5: Selecting the Message Source
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Highly credible sources are more persuasive
A poor spokesperson can tarnish a brand
Step 6: Collecting Feedback
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Recognition, recall, and behavioral measures are
assessed
May suggest changes in product/promotion
Goal 3: Learn the steps in developing effective marketing communications
Principles
Effective Advertising
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Visual consistency
Campaign duration
Repeated tag lines
Consistent positioning
Simplicity
Identifiable selling point
Beating Ad Clutter
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Presence of competitive ads
Repetition
Variability theory
Multiple mediums
Ads that gain attention
Ads that relate to the target audience