MARKETING COMMUNICATION Integrated Marketing Communication [IMC] Birat Shrestha MBA, KUSOM February/April 2018

Transcription

1 MARKETING COMMUNICATION Integrated Marketing Communication [IMC] Birat Shrestha MBA, KUSOM February/April 2018

2 LU: 3 DEVELOPING, CREATING AND PLANNING IMC PROGRAMS

3 PLANNING AND DEVELOPMENT OF CREATIVE STRATEGY

4 Advertising and Creativity Integrated marketing communication component Advertising message Ads and commercials appeal to, create or shape, consumer s problems, desires, and goals Advertising message a way to tell consumers how the product or service can solve a problem or help satisfy desires or achieve goals Advertising can also be used to create images or associations and position the brand in the consumer s mind or transform the experience of buying and/or using a product or service Creativity approaches to determining BIG Idea as a central theme of advertising translated into attention-getting, distinctive, and memorable message Advertising message execution Creative strategy (what the Ad message will communicate) Creative tactics (how the message strategy will be executed)

5 Excellent advertising helps create an image for BMW automobiles as the ultimate driving machine

6 The Importance of Creativity in Advertising Good creative strategy and execution central to determining the success of a product or service Creativity and sales effectiveness are different things creative and effective advertising Creative Ads draw attention, are remembered and have greater motivation to process the information

7 Creativity Advertising Creativity What is Creativity? Ads are called creative Creative concepts brings advertising message to life Different Perspectives on Advertising Creativity Creativity with artistic and aesthetic value and originality or creative Ads should sell the product Its not creative unless it sells Ads can break through the competitive clutter, grab the consumer s attention and have an impact Ads changing brand preferences and likability Ads should fulfill the marketing objective

8 Creativity Advertising Creativity Determinants of Creativity Divergence (refers to the extent to which an Ad contains elements that are novel, different, or unusual) Originality (elements that are, rare, surprising, or move away from the obvious) Flexibility (Ads with different ideas or switch from one perspective to another) Elaboration (Ads that contain unexpected details with sophistication) Synthesis (combining, connecting, or blending unrelated objects or ideas) Artistic value (attractive shapes and colors) Relevance (the degree to which the various elements of the Ad are meaningful, useful or valuable to consumer) Ad-to-consumer relevance situations where the Ad contains execution elements that are meaningful to consumers Brand-to-consumer relevance situations where the advertised brand of a product or a service is of personal interest to consumers

9 Creative advertising has helped make Absolute Vodka an iconic brand

10 Planning Creative Strategy The Creative Challenge Taking all the research, creative briefs, strategy statements, communication objectives and transforming them into an advertising message Copywriting, layout designing, illustrating, producing commercials that effectively communicate the promotional theme rather than simply stating product features and benefits Making Ads interesting and memorable Taking Creative Risks Following proven formulas when creating Ads Taking risks with breakthrough advertising that gets noticed Benetton, Axe, Fevicol, Levis - Shock Advertising Being poets or rationalist if it does not sell its not creative David Ogilvy Creative personnel different from managers and tend to be freewheeling, freethinking, eccentric personality and more abstract and less structured IMC programs requires creativity from all parts of the agency including from account services, media planning, digital media specialists and researchers

11 Creative Risk: Shock Advertising

12 The Creative Process Creative Process of Five Steps (James Webb Young, Creative Vice President, JWT) 1. Immersion (gathering information by immersing in problem) 2. Digestion (working on and analyzing the information) 3. Incubation (turning information to subconscious to do work) 4. Illumination (the birth of an idea) 5. Reality or Verification (studying idea to see if it solves the problem) Creative of Four Step Approach (Gram Wallas, English sociologists, The Art of Thoughts) 1. Preparation (gathering background information through research) 2. Incubation (getting away and letting ideas develop) 3. Illumination (seeing the light or solution) 4. Verification (refining, and polishing the idea and seeing if it is an appropriate solution)

13 Inputs to Creative Process Background Research (general pre-planning input) Knowing general trends, marketplace developments Reading anything related to product, market Asking designers, engineers, salespeople, consumers Using the product or service to become familiar Working in and learning about client s business and TG Product/Service-Specific Research Quantitative and qualitative consumer research (market structure and share, attitude studies, perceptual mapping and positioning, demographic, lifestyle and psychographic studies) Knowing how consumers connect with the brand Qualitative Research Input In-depth consumer interviews and Focus Group Discussions (FGD) Knowing why and how consumers use the products and important attributes in a product choice - knowing target group in a better way Testing of creative concepts through storyboards or animatic (storyboard video) there is a mixed feeling among creative teams Ethnographic research observing consumers in their natural settings in their shopping, being in their homes, at work, play, in their leisure pursuits more insightful than FGD as its guided by moderator Making research-driven creative campaigns

14 CREATIVE STRATEGY DEVELOPMENT

15 Advertising Campaigns Advertising campaign series of Ad messages that make up an IMC Ad Campaign Theme it should be a strong idea as it is the central message of the campaign and is expressed through a slogan or a tagline and it expresses the company or brand positioning A campaign theme can be from a year to 50 years General Mills has positioned Wheaties cereals as the Breakfast of Champions Philip Morris has been using Marlboro country BMW has used the ultimate driving machine Adidas Impossible is nothing ; Nike Just do it Home Depot You can do it. We can Help Gillette The Best a Man Can Get McDonald s I m Lovin It! De Beers A Diamond is Forever ; Macy s The Magic of Macy s Lexus The Pursuit of Perfection

16 Creative Brief Creative Brief specifies the basic elements of the creative strategy creative platform, work plan, creative blueprint, creative contract Creative brief outline Basic problem or issue the advertising must address Advertising and communication objectives Target audience Major selling idea or key benefits to communicate Creative strategy statement (campaign theme, appeal, and execution technique to be used) Supporting information and requirements

17 Creative Brief The Search for the Major Selling Idea Stronger singular thing about the brand in an appealing way Big idea presenting consumer benefit in an interesting way (Pepsi Generation) Key benefit claim Unique Selling Proposition (unique product benefit relevant to consumer and that is sustainable Colgate patented formula) Creating a Brand Image (developing a strong, memorable, brand identity in compare to functional benefit) Finding the Inherent Drama (slice-of-life appeal) Positioning (creating a desired brand perception which is the basis for creative development) Contemporary Approach to the Big Idea (developing creative ideas that can differentiate the brand that can extend beyond traditional media

18 IMPLEMENTATION AND EVALUATION OF CREATIVE STRATEGY

19 Appeals And Styles Advertising appeal it refers to the approach used to attract the attention of 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 creative execution style it is the way a particular appeal is turned into an advertising message presented to the consumer A particular appeal can be executed in a variety of ways and a particular means of execution can be applied to a variety of advertising appeals

20 Advertising Appeals and Execution Styles Advertising Appeals Rational Appeals Emotional Appeals Execution Styles Straight sell or factual message Scientific/technical evidence Demonstration Comparison Testimonial Slice of life Animation Personality symbol Imagery Dramatization Humor Combinations

21 Rational Appeals Rational appeals are also called informational appeals It focuses on consumer s practical, functional, or utilitarian need for a product or service and is based on logical reasoning and learning It emphasizes on product features and benefits Rational motives can be comfort, convenience, economy, health, taste, quality, dependability, durability efficiency, performance Rational appeal types Feature appeal (dominant product traits) Competitive advantage appeal (comparing with competing brands) Favorable price appeal (value for money) News appeal (new technology usage, product improvements) Product/service popularity appeal (number of consumers using the product or service or the number of experts who recommend it)

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23 Emotional Appeals Emotional appeals relate to the consumers social and/or psychological needs for purchasing a product or service The purchase decisions being emotional are being based on feelings about the brand and can be more important than knowledge of its features or attributes Feelings or needs can serve as the basis for advertising appeals designed to influence consumers on an emotional level Emotional integration characters in an Ad portray as experiencing an emotional benefit or outcome from using the product or service Ads using humor, fear, sex, and other appeals that are entertaining, arousing, upbeat/or exciting can effect the emotions of consumers and put them in a favorable frame of mind Positive mood states and feelings created by advertising can have a favorable effect on consumer s evaluation of a brand Transformational Ad one which associates the experience of using (consuming) the advertised brand with the unique set of psychological characteristics which would not typically be associated with the brand experience to the same degree without exposure to the advertisement Combining rational and emotional appeals if consumer decision is based on both rational and emotional benefits personal computers, cars reminder Ads, teaser/mystry Ads

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26 SKYY vodka uses a cinematic theme to create an image for the brand

27 Transformational Ads to create brand experience

28 Advertising Execution When the specific advertising appeal that will be used as the basis for the advertising message has been determined, the creative specialist or team begins its execution Creative execution it is the way an advertising appeal is presented It is important for an advertisement to have a meaningful appeal or message and an appropriate way of its execution

29 Advertising Execution Formats Straight-Sell/Factual Message It relies on straightforward presentation of information The execution is used with rational appeals with focus on product or service attributes and/or benefits Its commonly used in print Ads, and an announcer delivers sales message in TVC, mainly for high involvement and industrial products Scientific/Technical Evidence Scientific or technical evidence is presented in the Ad Technical information with scientific or laboratory studies, or endorsements by scientific bodies or agencies are presented to support the advertising claims Demonstration It illustrates the key advantages of the product/service by its usage It can be effective in convincing consumers of a product s utility or quality and the benefits of using the brand, where TV media is mostly appropriate Comparison It offers a direct way of communicating a brand s particular advantage over its competitors or positioning a new product against industry leader It is used to execute competitive advantage

30 L Oreal explains their expertise in skin-care by showing scientific evidence

31 Comparison Execution

32 Advertising Execution Formats Testimonial A person praises the product or service on the basis of her/his personal experience with it It can be effective if the target audience identifies the person delivering the message or who has an interesting story to tell The spokesperson should be a credible source Slice of Life It is based on problem-solution approach It portrays a situation (problem or conflict)consumers face in their lives The advertised product or service is shown to solve the problem Animation Scenes and characters are created through computer software Rotoscoping shooting live-action digital videos and animating Personality Symbol Developing a central character or personality symbol It can be a normal person made popular or animated character

33 Personality Symbol/ Character Vodafone s ZooZoos became hugely popular

34 Advertising Execution Formats Imagery The ad consists of visual elements like pictures, illustrations, symbols rather than information Imagery execution is used for brand association with some personality, event, or situation Emotional appeal is used where differentiation on the basis of physical attribute are difficult Marketers want target audience to hold a favorable set of psychological associations for the company or brand Dramatization It is telling a story with the product or service as a star It is related to slice-of-life execution Steps upcoming action-conflict-rising action where story builds and conflict intensifies, the suspense thickens-climax where the problem is solved-resolution, where the wrap-up is presented Humor It is a category of emotional appeal to tell the advertising message Combination A humor with comparisons can be executed

35 Imagery Execution based on Situation

36 Imagery Execution based on Personality

37 CREATIVE TACTICS

38 Creative Tactics for Print Advertising Headlines It is the words in the leading position of the Ad It should attract the reader s attention It should give the reader good reason to read the copy The headline must put forth the main theme, appeal or proposition of the Ad in few words It should communicate the entire advertising message Effective headline will select the prospect for the product Types of headlines Direct headline (straightforward and informative communicating benefit) Indirect headline (attracts reader s attention by provoking curiosity) Subheads It reinforces the headline and ad slogan or theme It links headline with body copy by highlighting key selling points

39 The headline of this Ad catches the attention of people by noting how they can save money using Visa Signature credit card

40 The Volkswagen Ad uses an indirect headline that encourages consumers to read the body copy

41 Creative Tactics for Print Advertising Body Copy It is the main text portion of a print Ad It must be long enough to communicate the advertiser s message yet short enough to hold reader s interest Visual Elements The illustration is the most dominant part of advertisement It plays an important role in determining its effectiveness It conveys a strong and meaningful image It can be in the form of photograph or illustration Layout It is the physical arrangement of Ad elements including headline, subheads, body copy, illustration, logo and any identification marks It guides copywriter and art director to play with font types and visual spacing

42 Ad Layout

43 Creative Tactics for Television Video It must attract viewers attention and communicate an idea, message, and/or image A number of visual elements may be coordinated to produce a successful Ad Decisions have to be made regarding the product, presenter, action sequences, demonstrations, settings, characters appearing, lighting, graphics, color, and identifying symbols Audio It includes voices, music, and sound effects Voiceover the message is delivered or action on the screen is narrated or described by an announcer Musical composition music notes and the words Master recording voices of the original artist Jingle catchy songs about a product or service that carries advertising theme and a simple message

44 Planning and Production of TV Commercials Decision regarding appeal and execution style Appeal (humor, fear, romance, fantasies, dramatization, slice-of-life) Execution style (straight sell, announcement), demonstration, testimonials, or comparisons) Cost estimation (production personnel, equipment, location fees, video editing, sound recording and mixing, music fees and talent) Planning the commercial Script (a written version of a commercial that provides a detailed description of its video and audio content, including copy to be spoken, music and sound effect) presented through storyboards and animatic video) Production Preproduction (works before the actual video shoot) Production (work during which the commercial is filmed or videotaped) Postproduction (work that occur after the commercial has been filmed)

45 The Three Phases of Production for Commercials PREPRODUCTION Selecting director Choosing a production company Bidding Cost estimation and timing Production timetable Set construction Location Agency and client approvals Casting Wardrobes Preproduction meeting PRODUCTION Location vs set shoots Night/weekend shoots Talent arrangements POSTPRODUCTION Editing Processing Recording sound effects Audio/video mixing Opticals Client/agency approval Duplicating Release/shipping

46 THE MEDIA PLANNING AND MEDIA STRATEGY

47 Media Planning Overview The media landscape and media consumption pattern is changing traditional media to digital media to alternative media There is a competition among media categories rather than among media vehicles Media options include mass media such as television, newspapers, radio, and magazines (with the choices available within each categories) as well as out of home media such as outdoor advertising, transit advertising, and electronic billboards A variety of other media such as direct marketing, the Internet, promotional products, sales promotions and in-store point-ofpurchase are being considered The process becomes more challenging if a media planner has to choose between alternatives within the same medium (Time & Newsweek; CNN & BBC; Sony & Star) Some companies advertise heavily on broadcast media, while some advertise on broadcast, allocating more media budgets on the Internet

48 Media Terms and Concepts Media planning (the series of decisions involved in delivering promotional message to the prospective buyers) Media objectives (desired results of the media) Media strategies (plans of actions to attain objectives) Medium (general category of available delivery systems (broadcast, print, outdoor, direct media) Media vehicle (specific carrier within a medium category) Reach (measure of the number of different audience members exposed at least once to a media vehicle in a given period of time) Coverage (potential audience that might receive the message through the vehicle) Frequency (number of times the receiver is exposed to the media vehicle)

49 Developing the Media Plan Market Analysis Establishment of Media Objectives Media Strategy Development and Implementation Evaluation and Follow Up

50 Market Analysis and Target Market Identification To Whom Shall We Advertise? Index Number = shows the percentage of user potential Percentage of users in demographic segment Percentage of population in the same segment What Internal and External Factors are Operating? Internal factors (budget, capabilities, structure) External factors (media rates, new media, competitors) Where to promote? Survey of buying power index (provides market value) Brand Development Index (BDI) brand advertising potential Percentage of brand sales Percentage of total population Category Development Index (CDI) category development potential Percentage of product category total sales Percentage of total population

51 High CDI Low CDI High BDI High market share Good market potential High market share Monitor for sales decline Low BDI Low market share Good market potential Low market share Poor market potential High BDI and High CDI High BDI and High CDI Low BDI and High CDI Low BDI and Low CDI The market represents good sales potential for both the product category and the brand The category is not selling well, but the brand is The category shows high potential but the brand is not doing well Both the product category and brand are doing poorly

52 Establishing Media Objectives Situation analysis leads to establishment of marketing and communications objectives The media situation analysis should lead to determination of specific media objectives Media objectives lead to the attainment of communication and marketing objectives Its about reaching a certain percentage of target audience with an advertising message

53 Developing And Implementing Media Strategies The Media Mix (TV, radio, newspaper, magazines, outdoors, digital, events and exhibitions) Target Market Coverage full market coverage, partial market coverage, coverage exceeding target market (waste coverage) Geographic Coverage (generating product/service interest in potential areas)

54 Scheduling Continuity Flighting Flighting Flighting Pulsing Pulsing Pulsing Continuity Flighting Pulsing Continuous pattern of advertising throughout by evenly spreading the media budget done for everyday products Less regular schedule, with intermittent periods of advertising and non-advertising. Some periods have heavier Advertising done for seasonal products Combination of continuity with some pulsing. Continuity is maintained, with some promotional bursts depends on budgets and occasions

55 Developing And Implementing Media Strategies Reach and Frequency How much reach is necessary? (percentage of potential buyers to get the message) What frequency is needed? (opportunity to see the Ad message by the target audience to create the communication impact number of time one is exposed to the media and the advertising message) Reach and frequency objectives If the ad is placed in two shows, the total number of exposed once is unduplicated reach The reach of two shows, includes a number of people who were reached by both shows and this overlapping is called duplicated reach Gross Rating Point (to determine how much advertising volume or weight is necessary to accomplish advertiser s objectives number of people reached and frequency (the average number of times exposed) GRP = Reach x Frequency

56 Developing And Implementing Media Strategies Recency The idea a one exposure to an Ad had a greater impact than additional exposures Focusing more attention on reach and less on frequency Recency planning focusing on short interval reach at minimum frequency levels as close to the purchase decision Creative Aspects and Mood Marketing factors (brand share, purchase frequency) Message factors (message complexity, message uniqueness, image and product selling) Media factors (clutter, editorial environment, scheduling approach)

57 Developing And Implementing Media Strategies Flexibility Market opportunities (new product trend and new advertising medium) Market threats (change in competitor s media strategy, banning of certain media types) Availability of media (as per available media type, vehicle, or space) Changes in media or media vehicles (Internet, special interest magazines, channels) Budget Consideration Absolute cost (total cost of the media vehicle) Relative cost: CPM = Cost of Media/Circulation x 100 Circulation and readership, listenership, viewership

58 EVALUATION OF BROADCAST MEDIA, PRINT MEDIA, SUPPORT MEDIA, DIRECT MARKETING

59 Media Advantages Disadvantages Television Mass coverage; high reach High impact for all senses High prestige; favorable image Low CPM; attention getting Low selectivity Short message life High absolute/ production cost Clutter Radio Magazines Newspapers Local coverage; low cost High frequency; flexible Segmented audiences Segmented audience Quality reproduction; longevity High information content Multiple readers High coverage; low cost Short lead time; Ad placement page Can be used for coupons Audio only; clutter Low attention getting Fleeting message Long lead time for Ad placement Visual based Lack of flexibility Short life; clutter; low attention Poor reproduction Selective readers Outdoors Location specific; repetition; noticed short exposure; restrictions Direct Mail Selectivity; content; repeat exposures High relative cost; poor junk image Internet and Interactive Media User involvement; interactive Direct selling potential Flexible message platform Limited creativity; Websnarl (crowd) Technology limitations Limited reach

60 Questions/Answers/Discussions THANK YOU/BEST WISHES