5. Execution techniques –
emotional appeals
•‘Moment of joy’ for consumers
•Educate consumers about their
role in Joyville
•Influence buying behaviour
•Employed across a range of
communication tools
6. Execution techniques – POP
materials
•Potential to influence buying
behavior
•Integrate Joyville platform and
the consumer shopping
experience
7. Execution techniques –
change the ‘10% more Joy’
tagline
• Reinforce the benefits consumers
get from chocolate (positive
emotions)
8. Conclusion
Work collaboratively to develop a stronger
integrated marketing communications
campaign in the following ways:
• Implement consistent messages
•Use emotional appeal and brand imaging
•Introduce POP advertising
•Develop a new tagline