Marketing Communication Exam 2

1. You know your target market/consumer

2. You know what benefit your product/service delivers(what need it satisfies or problem it solves - positioning)

3. You know your objectives (business and communication) and budgets

Now what?

Develop the creative strategy and all the elements that go with it

Creative strategy

determining what the advertising message is going to say or communicate. inevitably will be the USP. “What we wanna say”

Creative tactics

the ads, commercials, executions. “how we wanna say it”

The goals of creative tactics

1. attention-getting (engagement)

2. distinctive (uniqueness)

3. memorable (retention)

Novelty

unusualness, distinctiveness, differentness, out of the ordinary

Relevance

Meaningful, useful, valuable, customers have to resonate

Why is it becoming harder to combine novelty and relevance?

Because so many creative messages have already been done. So many novel approaches have been taken.

Unique Selling Proposition (USP)

What benefit are you offering? (not puffery)

• Unique to your brand/product/company

• Strong enough to pull new users to try your brand

• The guiding statement that guides every creative strategy and tactic. What you’re gonna say and how you’re gonna say it.

Advertising appeal

Approach used to gain consumers’ attention and influence feelings toward brand (product service, cause)

• Appeals and executions are independent of each other!

• Appeals adapt themselves to ALL media

• 2 main approaches: informational/rational and emotional

Execution style

the way a particular appeal is turned into an advertising message

• Executions are more adaptable to some media than others, it depends on the execution

informational/rational appeal price example

Southwest airlines ran a campaign called “transfarency”. You see everything in their price.

• Airbnb and VRBO have adopted this model

• You still take on taxes after so not entirely transparent

Informational/rational appeal product/service popularity example

4/5 dentists prefer Crest

How are the 2 forms of appeals used?

Together! In combination. It is rare to see an ad with one or the other

Something to note about comparison in an execution

It is the most overused

Something to note about slice of life in an execution

the most likely to use and leverage fear

Dramatization stages

1. exposition - setting the stage

2. conflict

3. rising action - things worsen

4. climax - big moment

5. resolution

Something to note about humor in an execution

It is the most challenging to do correctly!

The #1 thing a headline does and its most important function

draw attention

Role of digital ads. Stages

1. concept- awareness

2. content- knowledge/understanding

3. commerce- action

think upside down triangle in this order!

Source attributes

1. credibility (internalization/adoption)

2. attractiveness (identification - similar/familiar/likable)

3. power (compliance)

The most important question in credibility

are they trusted as unbiased?

• to be credible you need to be unbiased

Using a celebrity/famous person in an ad/as a source

If you use one, they do have stopping power. They have the ability to stop you to draw attention admidst all the heavy media clutter. They can facilitate you to stop or recognition of the ad.

• BUT they may not have the ability to help you remember what the product, service or message was. Sometimes celebrities overshadow the actual ad

Primacy and recency effect

• people remember the first thing they heard (primacy)

• and the last thing they heard (recency)

Message factors - conclusion drawing

let viewers decide how the conclusion goes. make them envision the conclusion

• ex. Disney dinosaur ride. You go into the dinosaurs mouth and everything goes black and warm, leaving it up to the rider’s imagination.

Primary objective of media plan

develop framework that will deliver message that communicates what product/brand/service can do (USP- valuem differentiation, etc.) to target audience in most efficient, cost-effective manner

Beginning of media plan

Finding the combination of media that communicates message in most effective manner to most potential buyers at lower cost

Media vs Medium

• Media is plural for medium

• Medium = general category like broadcast or print

• Media = specific carrier within it

Reach

measure of number of different audience members exposed at least once per media vehicle in a specific period of time

• Reach is a raw number. # of distinct people who were exposed at least once to a specific media vehicle

• ex. 50 people, 100 people etc.

Coverage

Potential audience that might receive message through specific vehicle

• expressed as a percentage

• often percentage (of overall target segment/market)

• ex. 1000 people in target population. you reached 100. the reach is 100, coverage is 100/1000 = 10%

Frequency

the number of times any receiver is exposed to a media vehicle in a specific time frame

• remember that the exposure doesn’t mean the person actually read or paid attention to it but there’s a possibility since they walked, drove, sat by the ad that they were exposed to it.

Why do we increase frequency

because it increases the likelihood of someone viewing the ad

Main thing to focus on when developing a media plan

what is the best way to reach the most people with the least money

Index number

% of that target in a demographic segment (i.e. 25-35 year olds) / % of that population using the product * 100

• You want an index number of over 100. If it’s over 100, it means it’s more of a viable, valuable market

Survey of buying power index

• = value of market

• a higher buying biuer means that a lot more people are willing AND able to buy something

• willingness to pay DOES NOT EQUAL value of market

Brand development index (BDI)

How well the brand is developed and performs within a specific group of customers compared with its average performance amongst all customers

• basically measures relative sales strength of a brand within a specific market

• % of brand to toral US sales in specific market / % of total US population in specific market * 100

• The higher the index number, the more market potential, the more you can sell that brand in a certain market

Category development index (CDI)

How well the category performs in that market

How should media objectives be established

cascading objectives

• ex. create awareness through 1) using broadcast media to cover 80% of the target over 6 months 2) reach 60% of target 3 times over 6 months, create and brand image through mood and creativity

Gross rating points (GRPs)

• Include waste

• reach * frequency

• Summary measure that combines the program rating and average # of times the targeted home is reached during certain period

• higher the better!

Target rating points (TRPs)

• Does not include waste

• better because no waste

• # of people in primary target audience the media buy will reach and # of times

Main difference between GRPs and TRPs

GRPs include waste and TRPs do not

Determining effective reach

• budget constraints- lead to either increase reach at expense of frequency or increase frequency, but to smaller audience

• effective reach- percentage of vehicle’s audience reached at each effective frequency increment

Determining effective frequency

• research: 10 exposures for maximizing attitudes

• reacll increases linearly

• 10 is MAX exposure, 3 is good, anything in between is good and anything over is too much

Recency

• can be more important than reach and frequency

• recency planning: short interval reach at minimal frequency as close to purchase as possible.

• ex. hamburgers and hotdog ads the weekend before 4th of July

Absolute cost

actual cost to place message

Relative cost

relationship between price paid and size of audience delivered