Advertising Objectives Informative advertising Persuasive advertising Reminder advertising Reinforcement advertising

Teaser ads

Developing Effective Communication

Step 1: Identifying the Target Audience Affects decisions related to what, how, when,

and where message will be said, as well as who will say it

Step 2: Determining Communication Objectives Six buyer readiness stages

Goal 3: Learn the steps in developing effective marketing communications

Buyer-Readiness Stages

PurchaseConviction

Preference

Liking

Knowledge

Awareness

Goal 3: Learn the steps in developing effective marketing communications

Developing Effective Communication

Step 3: Designing a Message Message contains appeals or themes

designed to produce desired results Rational appeals Emotional appeals

Love, pride, joy, humour, fear, guilt, shame

Moral appeals Cognitive strategies Affective strategies

Goal 3: Learn the steps in developing effective marketing communications

Cognitive• Generic• Preemptive• Unique selling

proposition• Hyperbole• Comparative

Affective• Resonance• Emotional

Personal Values

• Comfortable life• Equality• Excitement• Freedom• Fun, exciting life• Happiness• Inner peace• Mature love

• Pleasure• Salvation• Security• Self-fulfilment• Self-respect• Sense of belonging• Social acceptance• Wisdom

Advertising Appeals

• Fear• Humour• Sex• Music• Rationality• Emotions• Scarcity

Behavioural Response Model• Severity• Vulnerability• Negative behaviour

Intrinsic reward Extrinsic reward

• Change behaviours Response costs Self-efficacy Response efficiency

Developing Effective Communication

Message Structure: Key decisions are required with respect to three message structure issues:

Whether or not to draw a conclusion One-sided vs. two-sided argument Order of argument presentation

Message Format: Design, layout, copy, color, shape, movement, words, sounds, voice, body language, dress, etc.

Goal 3: Learn the steps in developing effective marketing communications

Structure of an Advertisement

• Headline• Sub-headline• Promise of a benefit• Amplification• Proof of claim• Action to take

Verbal and Visual Elements

• Balance• Visual processing

Easier to recall Stored as pictures and words Concrete vs. abstract

• Radio visual imagery• Visual esperanto• B-to-B advertisements

Executional Frameworks

• Animation• Slice of life• Dramatisation• Testimonial• Authoritative• Demonstration• Fantasy• Informative

Developing Effective Communication

Step 4: Choosing Media Personal communication channels

Includes face-to-face, phone, mail, and Internet chat communications

Word-of-mouth influence is often critical Buzz marketing cultivates opinion leaders

Non-personal communication channels Includes media, atmosphere, and events

Goal 3: Learn the steps in developing effective marketing communications

Choosing Among Major Media Types

Target audience and media habits Product characteristics Message characteristics Cost

Media Selection

• Reach• Frequency• Impact• Exposure

Major Media Types Newspapers Television Direct mail Radio Magazines

Outdoor Yellow pages Newsletters Brochures Telephone Internet

TelevisionAdvantages Reaches broad

spectrum of consumers Low cost per exposure Ability to demonstrate

product use Ability to portray image

and brand personality

Disadvantages Brief Clutter High cost of production High cost of placement Lack of attention by

viewers

Print AdsAdvantages Detailed product

information Ability to communicate

user imagery Flexibility Ability to segment

Disadvantages Passive medium Clutter Unable to demonstrate

product use

Print Ad Evaluation Criteria Is the message clear at a glance? Is the benefit in the headline? Des the illustration support the headline? Does the first line of the copy support or

explain the headline and illustration? Is the ad easy to read and follow? Is the product easily identified? Is the brand or sponsor clearly identified?

Developing Effective Communication

Step 5: Selecting the Message Source Highly credible sources are more persuasive A poor spokesperson can tarnish a brand

Step 6: Collecting Feedback Recognition, recall, and behavioural measures are

assessed May suggest changes in product/promotion

Goal 3: Learn the steps in developing effective marketing communications

Principles Effective Advertising

• Visual consistency• Campaign duration• Repeated tag lines• Consistent positioning• Simplicity• Identifiable selling point

Beating Ad Clutter• Presence of competitive ads• Repetition• Variability theory• Multiple media• Ads that gain attention• Ads that relate to the target audience