20131202 ucp mc_ts_s4

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  • 20131202 ucp mc_ts_s4

    1. 1. Marketing Communication Marketing Communication Session 3 Marketing Communication December, 2nd 2013 Marketing Communication FCEE – UCP – MsC Marketing Communication Tiago Simões
    2. 2. Groups
    3. 3. Session #4 Advertising – from the briefing to the ad – Advertising Basics – Advertising Process – The Briefing – Different types of message appeals, including celebrity endorsers, humor, sex, fear, guilt, etc. – Persuasion & Ethics
    4. 4. advertising basics What? • Advertising is a mass-mediated communication. For communication to be classified as advertising it must be: 1) paid for, 2) delivered to an audience via mass media, and 3) attempting to persuade the receiver.
    5. 5. advertising basics Why to use: Objectives and Roles Inform Influence Remind Complement Reinforce about a new product, feature… e.g. consumers to try a product/brand e.g. keeping brand/product in consumer’s mind enhances other marketing activities influencing perceptions about a product/brand
    6. 6. advertising basics Advertising Management Process • Formulating Advertising Strategy (setting objectives, formulating budgets, creating ad messages, select ad media and vehicles) • Implementing Advertising Strategy • Measuring Advertising effectiveness
    7. 7. advertising basics Effective Ads: Key Drivers • Coordinated with other Marcom activities • Related to Consumers needs, wants and values (rather than marketeers) • “Break through the clutter” • Does not promise more than what the product/brand can deliver • Prevents the creative idea from overwhelming the product/brand Source: Integrated Marketing Communications in Advertising and Promotion, 7 th Edition
    8. 8. advertising basics Main Advertising Formats TV TV Television NEWS NEWS PAPER PAPER Newspapers MAG MAG Magazines RADIO RADIO Radio OUT OUT DOOR DOOR Outdoor NET NET Internet
    9. 9. advertising basics Main Advertising Formats TV TV NEWS NEWS PAPER PAPER MAG MAG RADIO RADIO OUT OUT DOOR DOOR Television • • • • • NET NET • High Impact: image, sound & motion High Reach / Coverage Generates excitement / evolvement Allows demonstration of the product Audience segmentation (to a certain extent) Effective with sales force and trade • • • • • • Expensive: production & media Dispersion of audiences Short life Zapping Clutter Difficult to measure
    10. 10. advertising basics Main Advertising Formats TV TV NEWS NEWS PAPER PAPER MAG MAG RADIO RADIO OUT OUT DOOR DOOR NET NET Newspaper • • • • • • • Audience selectivity Flexibility (geographic, placement, format) Special interest selectivity Allows more detailed information Timeless Credibility Portable • • • • • Reach Passive: Cannot deliver sound and motion Low quality reproduction Short life High rates for occasional advertisers
    11. 11. advertising basics Main Advertising Formats TV TV NEWS NEWS PAPER PAPER MAG MAG RADIO RADIO OUT OUT DOOR DOOR NET NET Magazines • • • • • • • Audience selectivity Long life Allows more detailed information High reproduction quality Credibility Secondary readers Portable • • • • • Limited geographic options Cannot deliver sound and motion Low frequency and penetration Clutter Comparatively expensive
    12. 12. advertising basics Main Advertising Formats TV TV NEWS NEWS PAPER PAPER MAG MAG RADIO RADIO OUT OUT DOOR DOOR NET NET Radio • • • • • • • Lower production/ media costs Loyalty / Credibility Reach segmented audiences Short lead times Transfer of imagery from TV Local advertising Messages are personal • • • • Short life Cannot provide details No visuals Audience fractionalization
    13. 13. advertising basics Main Advertising Formats TV TV NEWS NEWS PAPER PAPER MAG MAG RADIO RADIO OUT OUT DOOR DOOR NET NET Outdoor • • • • • • • Excellent reach (24 hours/day) High frequency Geographic flexibility High impact message Reproduction quality Cost effective Works well with other media • Creative limitations (size/perceptions) • High production costs • Weather can restrict communication • Cannot deliver sound and motion • Cannot provide details • Excessive outdoor messages
    14. 14. advertising basics Main Advertising Formats TV TV NEWS NEWS PAPER PAPER MAG MAG RADIO RADIO OUT OUT DOOR DOOR NET NET Internet • • • • • Low cost High Segmentation Measurable Traceable Interactive • High fragmentation • Credibility
    15. 15. Session #4 Advertising – from the briefing to the ad – Advertising Basics – Advertising Process – The Briefing – Different types of message appeals, including celebrity endorsers, humor, sex, fear, guilt, etc. – Persuasion & Ethics
    16. 16. the briefing What is the briefing? The briefing is a document produced by the company that wants to advertise and that contains all the information the agency needs to conceive and develop a campaign. A good briefing is key to a good campaign.
    17. 17. the briefing Context Target Objective Insight Benefit Why Barriers Media Mandatory Briefing Structure • • • • • • • • • Context Target Key Objective Insight / What do we want our target to: Think/Feel/Do Key message / Main benefit Reason why / Reason to believe Main Barriers Media Mandatory Elements
    18. 18. the briefing Context Target Objective Insight Benefit Why Barriers Media Mandatory Context Supplies succinct and useful information for the development of the advertising/campaign. This information may concern: • Enterprise history • Brand / Product background • Competitors • The market evolution The context must provide a clear identification of the “Problem”.
    19. 19. the briefing Context Target Objective Insight Benefit Why Barriers Media Mandatory Target “ I rather be something to few than nothing to all” • Core Target: primary target to influence with the campaign • Broad Target: secondary or extended target. Not being the key people to influence, are also considered potential consumers for the brand/product.
    20. 20. the briefing Context Target Objective Insight Benefit Why Barriers Media Mandatory Target Whom do we want to talk to? How are these people? Some segmentation criteria: • • • • • Geographic (region, city...) Demographic (age, sex, marital status...) Socio-economical (income, social class, education, occupation...) Psychographic (personality, values, lifestyle, hobbies...) Lifestyle
    21. 21. the briefing Context Target Objective Insight Benefit Why Barriers Media Key Objective Why is important to advertise? • Create awareness, Familiarity, Stimulate Curiosity, Ensure Top of Mind • Inform, Demonstrate • Create Images, Associations, Feelings towards a product/brand Mandatory
    22. 22. the briefing Context Target Objective Insight Benefit Why Barriers Media Key Objective Advertising can influence the consumer thoughts and behaviour From today… …To tomorrow Core target current attitude and behavior towards the brand /category THINK DO Attitude and behavior we want to provoke as a result of the communication Mandatory
    23. 23. the briefing Context Target Objective Insight Benefit Why Barriers Media Mandatory Key Objective • Direct Response - Immediate reaction of the Consumer. Consumer Thinks: Fantastic! I’m going to call right now! or I must to go there tomorrow! • Search of Information - When the process of purchase is long and rational elements are of major importance. Advertising must awake the interest and desire of getting more information. Consumer Thinks: It seems interesting. I have to know more! • Create a higher evolvement towards a brand/product The consumer don’t buy the product right away but the brand stays immediately associated with the solution of a problem or the satisfaction of a wish. In the next purchase the product may be taken in consideration. Consumer Thinks: What great idea!
    24. 24. the briefing Context Target Objective Insight Benefit Why Barriers Media Mandatory Key Objective • Recall satisfaction / Reinforce or re-order short list Products/services with low involvement and routine purchase. In these cases, it’s important to keep the brand in the top of mind. Consumer Thinks: Oh! It is true. That reminds that... • Change attitudes - To modify attitudes is very difficult and this effect is quite slow and Indirect. Consumer Thinks: I never thought that it was so... • Reinforce attitudes - Reinforce convictions that consumers have towards the brand. Directed to current consumers of the brand. Consumer thinks: I always knew that I should buy X !
    25. 25. the briefing Context Target Objective Insight Benefit Why Barriers Media Mandatory Consumer Insight Insight exists, consciously or unconsciously, in the target thoughts, feelings and/or behavior and is relevant both for the target and the brand, allowing to establish a stronger connection. What do we want our target to: – Think : consumer’s thoughts and beliefs – Feel : feeling towards the brand, product, category, problem – Do : behavior towards the product, category, problem Powerful Insights allow a stronger campaign over the key message.
    26. 26. the briefing Context Target Objective Consumer Insight Insight Benefit Why Barriers Media Mandatory
    27. 27. the briefing Context Target Objective Insight Benefit Why Barriers Media Consumer Insight – Figuring it Out 1. Investigate, Read and Analyze - Prior studies, books and news/reports - Go further and investigate what the consumer says or wants to say 2. Exploratory Market studies - Qualitative studies (eg. focus groups) - One-to-one interviews - Ethnographical and Anthropological studies - Movies/ photography studies (house or point of sale) 3. Be Close to Consumers - Observe, speak and hear the target - Live like the target live (eg: Unilever/Kellogg's programs called “ Go live ”) - Do what the target does Example 1 Mandatory
    28. 28. the briefing Context Target Objective Insight Benefit Why Consumer Insight – What is the insight? Barriers Media Mandatory
    29. 29. the briefing Context Target Objective Insight Benefit Why Key Message / Main Benefit • What will the consumer gain by buying the Brand/Product? • What is the main benefit the brand wants to communicate? Idea that links the truth concerning a product or a brand and consumers’ motivations or needs. Barriers Media Mandatory
    30. 30. the briefing Context Target Objective Insight Benefit Why Key Message / Main Benefit 1. Product Characteristics / Features 2. Consumer Characteristics 3. Ways of using the product 4. Price 5. Image 6. Psychological Needs 7. Disadvantages of Not using the product Barriers Media Mandatory
    31. 31. the briefing Context Target Objective 1. Product Features 2. Consumer Characteristics 3. Ways of using the product 4. Price 5. Image 6. Psychological Needs 7. Disadvantages of not using the product Insight Benefit Why Key message / Main benefit Product Characteristics/Features • • • • • • • • Ingredients Texture Performance Packaging Availability (or Rarity) Possibility of Reload Country of origin How the product is made Barriers Media Mandatory
    32. 32. the briefing Context Target Objective 1. Product Features 2. Consumer Characteristics 3. Ways of using the product 4. Price 5. Image 6. Psychological Needs 7. Disadvantages of not using the product Insight Benefit Why Key message / Main benefit Consumer Characteristics •Celebrities uses •Experts use •Brand #1 (most people buy it) •Exclusivity Barriers Media Mandatory
    33. 33. the briefing Context Target Objective 1. Product Features 2. Consumer Characteristics 3. Ways of using the product 4. Price 5. Image 6. Psychological Needs 7. Disadvantages of not using the product Insight Benefit Why Key message / Main benefit Ways of using the product •To Share •To Offer •Because someone deserves it Barriers Media Mandatory
    34. 34. the briefing Context Target Objective 1. Product Features 2. Consumer Characteristics 3. Ways of using the product 4. Price 5. Image 6. Psychological Needs 7. Disadvantages of not using the product Insight Benefit Why Key message / Main benefit Price • Discount / Cheaper Barriers Media Mandatory
    35. 35. the briefing Context Target Objective 1. Product Features 2. Consumer Characteristics 3. Ways of using the product 4. Price 5. Image 6. Psychological Needs 7. Disadvantages of not using the product Insight Benefit Why Key message / Main benefit Image • • • • • • • High Quality Value Friendly Exotic Contemporary Freedom … Barriers Media Mandatory
    36. 36. the briefing Context Target Objective 1. Product Features 2. Consumer Characteristics 3. Ways of using the product 4. Price 5. Image 6. Psychological Needs 7. Disadvantages of not using the product Insight Benefit Why Key message / Main benefit Psychological / Physiological Needs • Thirst, Hunger, etc.... • Social Status • Confidence …. Barriers Media Mandatory
    37. 37. the briefing Context Target Objective 1. Product Features 2. Consumer Characteristics 3. Ways of using the product 4. Price 5. Image 6. Psychological Needs 7. Disadvantages of not using the product Insight Benefit Why Barriers Media Key message / Main benefit Disadvantages of Not using the product • How you can lose • Risk of Loss/ Damage • Lost Opportunity Mandatory
    38. 38. the briefing Context Target Objective Insight Benefit Why Barriers Media Reason why / Reason to believe What supports the Benefit communicated. Makes the Key Message reliable Reason-Why : • Reason that justifies the benefit of a brand/product: – Characteristics of the Product (Formula, Ingredients, Tested Scientifically) – Conditions of the Process ( Service, Payment Conditions) – After Sales (Warranty) Reason-To-Believe : • The Fact that makes consumers believe in a brand: – – – – Specialist Endorsement (Market mavens, Consumers, Both) Social Endorsement (Famous, Evidences, Consumers preference) Heritage Endorsement ( Antiquity, Leadership, Tradition) Testimonies Mandatory
    39. 39. the briefing Context Target Objectives Insight Benefit Why Barriers Media Main Barriers • Watch Outs - Facts that can make more difficult to accept/understand the advertising message. • Information useful to the agency in order to avoid mistakes. – Examples: • terminology not easily understood by consumers • competitors activities in the same direction Mandatory
    40. 40. the briefing Context Target Objective Insight Benefit Why Media • What media should the agency consider – TV, Radio… – Any other specifications related to media: • Number and length of ads/spots • Desired target coverage • Budget Barriers Media Mandatory
    41. 41. the briefing Context Target Objective Insight Benefit Why Barriers Media Mandatory Mandatory Elements • Elements that must appear in every or in specified advertising formats of the campaign. These elements are often considered to define a brand’s personality. Examples of mandatory elements: • Logo • Website • Phone Number • Legal information • Casting
    42. 42. the briefing Context Target Objective Insight Benefit Why Exercise Barriers Media Mandatory
    43. 43. Session #4 Advertising – from the briefing to the ad – Advertising Basics – Advertising Process – The Briefing – Different types of message appeals, including celebrity endorsers, humor, sex, fear, guilt, etc. – Persuasion & Ethics
    44. 44. Advertising process Alternative styles of creative advertising • Functionally oriented – Appeals to consumers’ needs for tangible, physical and concrete benefits (unique selling proposition) • Symbolically or Experientially Oriented – Appeals to consumers’ Psychosocial needs. – Brand Image – associates the brand w/ symbols aiming a distinct identity/ personality – Resonance – presents circumstances, real or imagined, related to the experience of the target audience – Emotional – appeals to emotions • Category Dominance riented – achieves advantage over competitors – Generic - Makes no attempt to differentiate its brand from competitive. Focus on the product category. – Preemptive – Claims superiority towards the competitors gaining a comfortable place on the market.
    45. 45. Advertising process Different types of message appeals. Examples SERENITY
    46. 46. Advertising process Different types of message appeals. Examples GUILT
    47. 47. Advertising process Different types of message appeals. Examples FEAR
    48. 48. Advertising process Different types of message appeals. Examples LUST
    49. 49. Session #4 Advertising – from the briefing to the ad – Advertising Basics – Advertising Process – The Briefing – Different types of message appeals, including celebrity endorsers, humor, sex, fear, guilt, etc. – Persuasion & Ethics
    50. 50. Persuasion in advertising Ethical considerations The idea is: Unethical? Deceptive? Unfair? Marketers’ needs vs. Consumer needs
    51. 51. Persuasion in advertising Ethical considerations • Message? - Untruth and Deceptive Manipulative Offensive Creating and Perpetuating Stereotypes Playing on people’s Fears and Insecurities ….Inducing people to buy thing they don’t really need
    52. 52. Persuasion in advertising Ethical Considerations • Target? - Children and Teens - Economically Disadvantaged Consumers - ...
    53. 53. Thanks!

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