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MARK 4600: Test 2
Message Theme
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Outlines the key ideas in an ad
Central part of the creative brief
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Message Strategies
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Primary tactic or approach used to deliver the message theme
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Message Strategies Categories
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Cognitive, affective, conative
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Cognitive Message Strategy
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Presents rational arguments or pieces of information to consumers. Deals with beliefs and knowledge
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Affective Message Strategy
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Ads that invoke feelings or emotions
Enhance likeability of a product, recall and comprehension of a message
Resonance and emotional messages
Affective message strategies help develop brand equity through creating an emotional bond with the brand
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Resonance Advertising
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Connects a product with a consumers experiences from the past to create a bond (generations music)
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Emotional Messages
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Attempt to elicit emotions that will lead to product recall and choice
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Conative Message Strategy
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Designed to lead directly to some type of action or response
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Action Inducing Conative Ads
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Encourage consumers (or businesses) to act in some way, to do something
It can be to make an inquiry or access a Web site for more information
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Promotional Support Conative Messages
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Tied with some type of promotion
It may be a coupon, a contest, or a sweepstake
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Types of Cognitive Message Strategies
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Generic
Preemptive
Unique Selling Proposition
Hyperbole
Comparative
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Preemptive
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1. Makes a claim of superiority based on a product’s specific attribute or benefit with the intent of preventing the competition from making the same claim
2. Ex: Waterfront Grill
3. An effective preemptive message strategy can occur when a company is the first to state an advantage or benefit
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Unique Selling Proposition
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1. Focuses on a testable claim of uniqueness or superiority
2. Ex: Bonne Bell “1 and only 1 handed sleek sweep flipstick.”
1. Such a claim is testable and as a result Bonne Bell must be able to support this claim
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Hyperbole
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1. Untestable claim based on some attribute or benefit
2. It does not require substantiation, which makes it a popular cognitive strategy approach
3. Ex: “I found something better”
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Comparative
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1. Focuses on a direct or indirect comparison to a competing brand
2. The brand can be real, mentioned, or fictitious
3. Brand awareness and message awareness tend to be higher
4. The negative is that they can be less believable and can create a negative attitude
5. If the consumer does not believe the ad, then spontaneous trait transference can occur, which is placing the negative trait on the advertised brand
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The Hierarchy of Effects Model and Message Strategy
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1. Bc message strategies correspond to the components of attitude, they can be matched with the stages of the HOE model
2. Cognitive Strategies deal with awareness and knowledge
3. Affective Strategies deal with emotions and the stages of liking, preference, and conviction
4. Conative strategies encourage action and match the purchase phase of the model
SEE FIGURE 7.2
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Executional Framework
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Signifies the manner in which an advertising appeal will be presented
Should be chosen in conjunction with an ad appeal and a message strategy
7 types
1. a common combination would be emotional appeal, affective message strategy, and slice-of-life execution.
2. A combination that would be difficult to pull off would be rational appeal, affective message strategy, and demonstration execution
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1. Animation |
1. Originally – cheap method
2. Usage has increased
3. Enhanced graphics technology
4. Rotoscoping
1. Drawing animated characters into scenes with live characters
2. Also can be used to merge live video scenes to make it look like it all occurred at the same time
5. Costs coming down
6. B2B use
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2. Slice of Live
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1. Made popular by P&G in the 1950s
2. introduction of a problem that a product solves
3. Four distinct stages (think of detergent commercials)
1. Opens with an encounter between people or with a situation
2. A problem occurs
3. Then there is interaction, which can be a voice-over or conversations between two people
4. Then a solution
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3. Testimonials |
1. Used in B2G sector and service sector
2. Involve customers giving testimonies about a product or service
3. Enhance credibility
4. Source
1. Customers
1. More believable
2. Paid actors
1. Testimony benefits are lost
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4. Authoritative
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1. Seek to convince consumers of the product’s superiority
2. Expert authority
3. Scientific or survey evidence can be used to support the claim
4. It works best if the evidence is independent, such as JD Powers and Associates or Consumer Reports
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5. Demonstration
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1. Shows product being used
2. It is used in B2B advertising to show how a product can meet the needs of a business
3. Works best for TV and Internet
4. Effective way to communicate the benefits of a product to viewers
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6. Fantasy |
1. Lift the audience beyond reality to a world of make-believe
2. Some are meant to be realistic, but most fantasies are irrational and would never really happen
3. Beyond reality
4. Common themes
1. Sex
2. Love
3. Romance
5. Works for perfume/cologne, clothing, and vacation destinations
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7. Informative
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1. Used extensively in radio
2. B2B usage
3. Key is buying situation
4. Level of involvement
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Reach
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Represents the number of people, households, or businesses in a target audience that are exposed to a media vehicle or message schedule at least once during a specified time period, which is usually 4 weeks
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Frequency
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Average number of times an individual, household, or business is exposed to a particular advertisement within a specified time period, again usually within 4 weeks
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Ratings
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Measure the percent of a target market that is exposed to a medium
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Nielson Ratings
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1. http://www.nielsen.com/content/corporate/us/en/solutions/measurement/television.html
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Impressions
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1. Represent the total exposures of an audience to an advertisement
2. If an ad was shown four times on a TV show with an audience of 2 million people, then the total gross impressions would be 8 million
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Highest Reach (Brand Recognition)
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goal is to create or strengthen mental linkages in the cognitive maps of individuals
1. TV
2. Outdoor
3. Magazines
4. Internet
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Highest Frequency (Brand Recall)
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goal is to make the brand part of the evoked set of consumers and that is done best through repetition
1. TV
2. Radio
3. Newspapers
4. Internet
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Shama Kabani
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Marketing Zen
"Need to consider both quantitative and qualitative data"
"More than how many people are using social media, but what they are saying"
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Web 1.0
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1. Contained static content provided by the creator of the site
2. Dominated by businesses and was commercially and technically-based
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Web 2.0
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1. Moved to content that was socially based and generated by the audience
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Web 3.0
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1. Advance to integration of content and communications with emphasis on real-time communications
2. Sites were driven by online metrics
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Web 4.0
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1. Focuses on customer engagement and cloud operating systems
2. Web participation is essential now
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Digital Marketing |
1. Involves e-commerce, Internet marketing, and mobile marketing
2. Types of Mobile marketing
1. Display ads
2. Search ads
3. Video advertising
4. Text messages
5. In-app advertising
6. QR codes, digital watermarks, 2D barcodes
7. Geo-targeting
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E-Commerce Examples
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1. Selling goods and services on the internet
2. Consist of click only operations that sell exclusively online and brick and clicks that operate a retail store and online
3. Being conducted in both the consumer sector and B2B sector
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E-Commerce Incentive Examples
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1. Financial
2. Convenience
3. Value-based
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Financial Incentive |
1. Can persuade an individual or business to make the first purchase
2. The most effective financial incentives are reduced prices, free shipping, and e-coupons
1. 80% of shoppers say they prefer free shipping
3. Must be meaningful and to generate return traffic to the site the incentive needs to be changed periodically
4. Online operations can offer financial incentives because of cheaper operational costs
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Convenience Incentives
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1. Make the online shopping experience easier and encourages return visits
2. E-commerce is available 24/7
3. People can place orders at anytime from anywhere
4. It is important to have product information online so consumers can conduct research anytime
5. Online peer reviews are helpful and in the Web 2.0 are expected
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Value Based Incentives
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1. Encourage customers to come back to an e-commerce site, and change purchasing habits long-term
2. Value-added incentives are things that customers value
3. For example, personalized shopping and customization of the Web site
4. Other examples of value added incentives include merchandise that is available only online, combination of incentives, and free information
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Cyber Bait
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Any lure or attraction that brings people to a website
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