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Marketing Communication
Marketing Communication Session 3
Marketing Communication December, 2nd 2013
Marketing Communicati...
Groups
Session #4

Advertising – from the briefing to the ad
– Advertising Basics
– Advertising Process
– The Briefing
– Differen...
advertising basics

What?
•

Advertising is a mass-mediated communication.
For communication to be classified as advertisi...
advertising basics

Why to use: Objectives and Roles
Inform
Influence
Remind
Complement
Reinforce

about a new product, fe...
advertising basics

Advertising Management Process
•

Formulating Advertising Strategy
(setting objectives, formulating bu...
advertising basics

Effective Ads: Key Drivers
• Coordinated with other Marcom activities
• Related to Consumers needs, wa...
advertising basics

Main Advertising Formats

TV
TV

Television

NEWS
NEWS
PAPER
PAPER

Newspapers

MAG
MAG

Magazines

RA...
advertising basics

Main Advertising Formats
TV
TV
NEWS
NEWS
PAPER
PAPER

MAG
MAG
RADIO
RADIO

OUT
OUT
DOOR
DOOR

Televisi...
advertising basics

Main Advertising Formats
TV
TV
NEWS
NEWS
PAPER
PAPER

MAG
MAG
RADIO
RADIO

OUT
OUT
DOOR
DOOR

NET
NET
...
advertising basics

Main Advertising Formats
TV
TV
NEWS
NEWS
PAPER
PAPER

MAG
MAG
RADIO
RADIO

OUT
OUT
DOOR
DOOR

NET
NET
...
advertising basics

Main Advertising Formats
TV
TV
NEWS
NEWS
PAPER
PAPER

MAG
MAG
RADIO
RADIO

OUT
OUT
DOOR
DOOR

NET
NET
...
advertising basics

Main Advertising Formats
TV
TV
NEWS
NEWS
PAPER
PAPER

MAG
MAG
RADIO
RADIO

OUT
OUT
DOOR
DOOR

NET
NET
...
advertising basics

Main Advertising Formats
TV
TV
NEWS
NEWS
PAPER
PAPER

MAG
MAG
RADIO
RADIO

OUT
OUT
DOOR
DOOR

NET
NET
...
Session #4

Advertising – from the briefing to the ad
– Advertising Basics
– Advertising Process
– The Briefing
– Differen...
the briefing

What is the briefing?
The briefing is a document produced by the company that
wants to advertise and that co...
the briefing
Context Target Objective

Insight

Benefit Why

Barriers Media

Mandatory

Briefing Structure
•
•
•
•
•
•
•
•...
the briefing
Context Target Objective

Insight

Benefit Why

Barriers Media

Mandatory

Context
Supplies succinct and usef...
the briefing
Context Target Objective

Insight

Benefit Why

Barriers Media

Mandatory

Target
“ I rather be something to ...
the briefing
Context Target Objective

Insight

Benefit Why

Barriers Media

Mandatory

Target
Whom do we want to talk to?...
the briefing
Context Target Objective

Insight

Benefit Why

Barriers Media

Key Objective
Why is important to advertise?
...
the briefing
Context Target Objective

Insight

Benefit Why

Barriers Media

Key Objective
Advertising can influence the c...
the briefing
Context Target Objective

Insight

Benefit Why

Barriers Media

Mandatory

Key Objective
•

Direct Response -...
the briefing
Context Target Objective

Insight

Benefit Why

Barriers Media

Mandatory

Key Objective
•

Recall satisfacti...
the briefing
Context Target Objective

Insight

Benefit Why

Barriers Media

Mandatory

Consumer Insight
Insight exists, c...
the briefing
Context Target Objective

Consumer Insight

Insight

Benefit Why

Barriers Media

Mandatory
the briefing
Context Target Objective

Insight

Benefit Why

Barriers Media

Consumer Insight – Figuring it Out
1. Investi...
the briefing
Context Target Objective

Insight

Benefit Why

Consumer Insight – What is the insight?

Barriers Media

Mand...
the briefing
Context Target Objective

Insight

Benefit Why

Key Message / Main Benefit
• What will the consumer gain by b...
the briefing
Context Target Objective

Insight

Benefit Why

Key Message / Main Benefit
1. Product Characteristics / Featu...
the briefing
Context Target Objective
1. Product Features
2. Consumer
Characteristics
3. Ways of using the
product
4. Pric...
the briefing
Context Target Objective
1. Product Features
2. Consumer
Characteristics
3. Ways of using the
product
4. Pric...
the briefing
Context Target Objective
1. Product Features
2. Consumer
Characteristics
3. Ways of using the
product
4. Pric...
the briefing
Context Target Objective
1. Product Features
2. Consumer
Characteristics
3. Ways of using the
product
4. Pric...
the briefing
Context Target Objective
1. Product Features
2. Consumer
Characteristics
3. Ways of using the
product
4. Pric...
the briefing
Context Target Objective
1. Product Features
2. Consumer
Characteristics
3. Ways of using the
product
4. Pric...
the briefing
Context Target Objective
1. Product Features
2. Consumer
Characteristics
3. Ways of using the
product
4. Pric...
the briefing
Context Target Objective

Insight

Benefit Why

Barriers Media

Reason why / Reason to believe
What supports ...
the briefing
Context Target Objectives Insight

Benefit Why

Barriers Media

Main Barriers
• Watch Outs - Facts that can m...
the briefing
Context Target Objective

Insight

Benefit Why

Media
•

What media should the agency consider
– TV, Radio…
–...
the briefing
Context Target Objective

Insight

Benefit Why

Barriers Media

Mandatory

Mandatory Elements
•

Elements tha...
the briefing
Context Target Objective

Insight

Benefit Why

Exercise

Barriers Media

Mandatory
Session #4

Advertising – from the briefing to the ad
– Advertising Basics
– Advertising Process
– The Briefing
– Differen...
Advertising process

Alternative styles of creative advertising
•

Functionally oriented – Appeals to consumers’ needs for...
Advertising process

Different types of message appeals. Examples

SERENITY
Advertising process

Different types of message appeals. Examples

GUILT
Advertising process

Different types of message appeals. Examples

FEAR
Advertising process

Different types of message appeals. Examples

LUST
Session #4

Advertising – from the briefing to the ad
– Advertising Basics
– Advertising Process
– The Briefing
– Differen...
Persuasion in advertising

Ethical considerations
The idea is:
Unethical?
Deceptive?
Unfair?

Marketers’ needs

vs.

Consu...
Persuasion in advertising

Ethical considerations
•

Message?
-

Untruth and Deceptive
Manipulative
Offensive
Creating and...
Persuasion in advertising

Ethical Considerations
• Target?
- Children and Teens
- Economically Disadvantaged Consumers
- ...
Thanks!
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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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