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The goals of this chapter are: To examine messages their types, structure and consistency, to discuss what is meant by creativity and creative thinking in IMC, to examine the creative process looking at message strategy and execution,...
Chapter Message strategy and execution Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 9-1 Learning objectives To examine messages—their types, structure and consistency To discuss what is meant by creativity and creative thinking in IMC To examine the creative process—looking at message strategy and execution To be able to articulate a message strategy and identify different types of message strategy To explore the best way to execute the big idea—looking at advertising appeals and execution techniques To consider the contribution of creative tactics to outstanding production To consider the importance of clients in inspiring and evaluating the creative work of their agencies Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 9-2 Kinds of messages Barriers to big ideas Guidelines for evaluation Message consistency Message structure Messages and IMC Client inspiration and evaluation Strategic triad Message strategy statement Message strategy and execution Creativity and IMC Creative process Message strategy Types of strategies The big idea How to say it Creativity Appeals Execution Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 9-3 Persuasive communications The ‘right’ message: connects emotionally with the target audience may need to connect in different ways for different audiences contains a key insight or big idea is distinctive, memorable and creative Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 9-4 Types of messages Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 9-5 The consistency triangle Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 9-6 The campaign theme A central or unifying idea around which a campaign is built A central message that can be coordinated across all marketing communications activities and media platforms Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 9-7 You ought to be congratulated Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 9-8 Message structure Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 9-9 Message conclusions What conclusions you draw from this ad for Veet? Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 9-10 Fear appeal Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 9-39 Which appeal? Comparative Comparative ads ads •• Often Often used used for for brands brands with with small small market market share share •• Frequently Frequently used used in in political political advertising advertising •• May May be be especially especially useful useful for for new new brands/market brands/market challengers challengers Fear Fear appeals appeals •• May May stress stress physical physical danger danger or or threats threats to to health health •• May May identify identify social social threats: threats: disapproval disapproval or or rejection rejection •• May May backfire backfire ifif the the level level of of threat threat isis too too high high Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell Humour Humour appeals appeals •• Attract Attract and and hold hold attention attention •• Often Often the the most most memorable memorable •• They They put put the the consumer consumer in in aa positive positive mood mood •• Can Can suffer suffer from from early early wear-out wear-out 9-40 Testimonial Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 9-41 Creative tactics for print Headline Headline Words Words that that introduce introduce the the ad ad Body Body copy copy Main Main sales sales message message Visual Visual elements elements Images, Images, including including product product display display Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 9-42 Print ad layout Format Format Size Size Arrangement Arrangement of of the the elements elements on on the the printed printed page page Expressed Expressed in in columns, columns, column column inches inches or or portions portions of of aa page page Colour Colour Mono, Mono, spot spot colour colour or or four four colour colour White White space space Marginal Marginal and and intermediate intermediate space space that that remains remains unprinted unprinted Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 9-43 Creative tactics for video and digital Audio Audio Jingles Voiceovers Advergames Interactivity Interactivity Click throughs Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 9-44 Planning and production of TVCs Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 9-45 Storyboards Storyboards have numerous applications Some of the storyboard’s uses include: presenting concepts to clients for approval a basis for dialogue and negotiation between agencies and clients detecting problems before expensive production commences pretesting before focus groups for consumer acceptance providing guidance to art directors and crew during production Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 9-46 Kinds of messages Barriers to big ideas Guidelines for evaluation Message consistency Message structure Messages and IMC Client inspiration and evaluation Strategic triad Message strategy statement Message strategy and execution Creativity and IMC Creative process Message strategy Types of strategies The big idea How to say it Creativity Appeals Execution Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 9-47 Creative risk-takers Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 9-48 Creative risk-takers (cont.) Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 9-49 Barriers to big ideas Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 9-50 The copy platform Advertising problem Advertising objectives Distinctive feature Target audience Target competitor Positioning Creative strategy Execution Supporting copy points The copy platform, also known as creative platform or work plan, focuses energy and keeps the creative team ‘on strategy’ Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 9-51 Guidelines for evaluating creative output Consistent Consistent with with brand’s brand’s marketing marketing objectives? objectives? Consistent Consistent with with brand’s brand’s advertising advertising objectives? objectives? Consistent Consistent with with creative creative strategy, strategy, objectives? objectives? Does Does itit communicate communicate what what it’s it’s supposed supposed to? to? Approach Approach appropriate appropriate to to target target audience? audience? Communicate Communicate clear, clear, convincing convincing message? message? Does Does execution execution overwhelm overwhelm the the message? message? Appropriate Appropriate to to the the media media environment? environment? Is Is the the advertisement advertisement truthful truthful and and tasteful? tasteful? Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 9-52 Summary and conclusion Consistency of message is a core aspect of IMC Creative messages require a ‘big idea’ Developing the campaign involves consideration of both message strategy, the advertising appeal and execution Message strategies can be broken down into two broad categories: informational and transformational Different types of appeals are used depending on consumer involvement, product type and competitive environmental factors Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 9-53 ... evaluation Message consistency Message structure Messages and IMC Client inspiration and evaluation Strategic triad Message strategy statement Message strategy and execution Creativity and IMC Creative... Messages and IMC Client inspiration and evaluation Strategic triad Message strategy statement Message strategy and execution Creativity and IMC Creative process Message strategy Types of strategies... Messages and IMC Client inspiration and evaluation Strategic triad Message strategy statement Message strategy and execution Creativity and IMC Creative process Message strategy Types of strategies