chapter 9 message strategy and execution
DESCRIPTION
Chapter 9 Message strategy and execution. 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. - PowerPoint PPT PresentationTRANSCRIPT
9-1Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Chapter 9
Message strategy and execution
9-2Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Learning objectives1. To examine messages—their types, structure and
consistency.
2. To discuss what is meant by creativity and creative thinking in IMC.
3. To examine the creative process—looking at message strategy and execution.
4. To be able to articulate a message strategy and identify different types of message strategy.
5. To explore the best way to execute the big idea—looking at advertising appeals and execution techniques.
6. To consider the contribution of creative tactics to outstanding production.
7. To consider the importance of clients in inspiring and evaluating the creative work of their agencies.
9-3Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Creativity and IMC
Kinds of messages
Message consistency
Messagestrategy and
execution
Message structure
Messages and IMC
Guidelines for
evaluation
Barriers to big ideas
Client inspiration and
evaluation
Message strategy
The big idea
Creative process
How to say it
Appeals ExecutionTypes
of strategiesMessage strategy
statement
Strategic triad
Creativity
9-4Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
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.
9-5Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Types of messages
9-6Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
The consistency triangle
9-7Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
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
9-8Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
You ought to be congratulated
9-9Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Message structure
9-10Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Message conclusions
What conclusions do you draw from this ad for Veet?
9-11Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Message arguments
One-sided messages
Mention only positive attributes or benefits
Two-sided messages
Present both good and bad points
Refutational messages
Present both sides of an issue, before refuting the opposing viewpoint
9-12Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Creating an emotional connection
9-13Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Universal message standards
1. Does this advertising position the product simply and with unmistakable clarity?
2. Does this advertising bolt the brand to a clinching benefit?
3. Does this advertising contain a power idea?
4. Does this advertising design in brand personality?
5. Is this advertising unexpected?6. Is this advertising single-minded?7. Does this advertising reward the prospect?8. Is this advertising visually arresting?9. Does this advertising exhibit painstaking
craftsmanship?
9-14Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Buzzman creativity
9-15Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Absolut accessory
9-16Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Creativity and IMC
Kinds of messages
Message consistency
Messagestrategy and
execution
Message structure
Messages and IMC
Guidelines for
evaluation
Barriers to big ideas
Client inspiration and
evaluation
Message strategy
The big idea
Creative process
How to say it
Appeals ExecutionTypes
of strategiesMessage strategy
statement
Strategic triad
Creativity
9-17Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
The creative process
Message strategy
• What to say
• Major selling argument
Big idea
• Brings strategy to life
Execution
• How to say it
• Appeals and techniques
9-18Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Rice sculptures
9-19Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Creative inspiration
Talking to customersSources Of Creative
Insight
Sources Of Creative
Insight
Ruminating on Data
Store visits
Market research
Ask
QuestionsO
bse
rvati
on
Use the product
9-20Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
The message strategy
Message strategy defined:The major selling idea should emerge as the strongest singular thing you can say about your product or service. This should be the claim with the broadest and most meaningful appeal to your target audience.
A. Jerome Jeweler, Creative Strategy in Advertising, 2007
9-21Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Strategic triad
9-22Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Message strategy statement
9-23Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Message strategies
9-24Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Unique selling proposition
9-25Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Creating a brand image
Often used for products such as soft drinks, perfume, liquor, clothing, airlines.Often used for products such as soft drinks, perfume, liquor, clothing, airlines.
Creativity sales strategy is based on a strong, memorable brand identity through image advertising.image advertising.
Creativity sales strategy is based on a strong, memorable brand identity through image advertising.image advertising.
Used when competing brands are so similar it is difficult to find or create a unique attribute.
Used when competing brands are so similar it is difficult to find or create a unique attribute.
9-26Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Approaches to the major selling idea: positioning
Establish a particular place in the customer’s mind for the product or service.
Establish a particular place in the customer’s mind for the product or service.
Positioning may be based on:
product attributes/benefits
price/quality
use or application
type of user
problem solved.
Positioning may be based on:
product attributes/benefits
price/quality
use or application
type of user
problem solved.
PositioningPositioning
9-27Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Creative principles
9-28Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Positioning
9-29Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Approaches to the major selling idea: inherent drama
Inherent drama
Inherent drama
Focus on consumer benefits with an emphasis on the dramatic element in expressing them
Focus on consumer benefits with an emphasis on the dramatic element in expressing them
Messages generally presented in a warm, emotional waye.g. McDonald’s, Kellogg’s cereals and Hallmark greeting cards
Messages generally presented in a warm, emotional waye.g. McDonald’s, Kellogg’s cereals and Hallmark greeting cards
9-30Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Finding the inherent drama
9-31Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
The big idea
9-32Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
The big idea (cont.)
David Ogilvy on the big idea:
I doubt if more than one campaign in a hundred contains a big idea. I am supposed to be one of the more fertile inventors of big ideas, but in my long career as a copywriter I have not had more than 20, if that.
David Ogilvy, Ogilvy on Advertising, 1983
9-33Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
The big idea (cont.)
9-34Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Appeals and execution
Advertising appeal defined:
The appeal can be said to form the underlying content of the advertisement, and the execution the way in which that content is presented. Advertising appeals and executions are usually independent of each other; that is, a particular appeal can be executed in a variety of ways and a particular means of execution can be applied to a variety of advertising appeals.
William Weilbacher, Advertising, 1984
9-35Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Message appeals
Focus on practical, functional, utilitarian benefits or reasons
Focus on practical, functional, utilitarian benefits or reasons
Primarily processed cognitivelyPrimarily processed cognitively
Primarily processed emotionallyPrimarily processed emotionally
Focus on social or psychological needs
Focus on social or psychological needs
Informational
Rational appeals
Informational
Rational appeals
Transformational
Emotional appeals
Transformational
Emotional appeals
9-36Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Message appeals
9-37Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Executional techniquesExecution technique
Brief description Type of appeal
Straight sell Straight presentation of product information
Rational
Scientific/ technical
Provides technical information or endorsements by scientific organisations
Rational
Demonstration ‘Seeing is believing’: shows product in operation
Rational/ emotional
Comparison Compares product advantages with competitors or substitutes
Rational/ emotional
Testimonial/
endorsement
Person, staff or celebrity discusses personal satisfaction
emotional/ Rational
9-38Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Executional techniques (cont.)
Execution technique
Brief description Type of appeal
Slice of life Product solves a problem in a real-life, everyday situation
Emotional/
rational
Animation Stylised execution Emotional
Imagery Focus on visual elements: pictures, illustrations and symbols
Emotional
Dramatisation A narrative where the product is the hero
Emotional/ rational
Humour Uses humour to appeal to the target audience
Emotional
9-39Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Fear appeal
9-40Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Which appeal?
Fearappeals
Fearappeals
Comparativeads
Comparativeads
HumourappealsHumourappeals
• May stress physical danger or threats to health
• May identify social threats: disapproval or rejection
• May backfire if the level of threat is too high
• May stress physical danger or threats to health
• May identify social threats: disapproval or rejection
• May backfire if the level of threat is too high
• Often used for brands with small market share
• Frequently used in political advertising
• May be especially useful for new brands/market challengers
• Often used for brands with small market share
• Frequently used in political advertising
• May be especially useful for new brands/market challengers
• Attract and hold attention
• Often the most memorable
• They put the consumer in a positive mood
• Can suffer from early wear-out
• Attract and hold attention
• Often the most memorable
• They put the consumer in a positive mood
• Can suffer from early wear-out
9-41Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Testimonial
9-42Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Creative tactics for print
HeadlineWords that introduce the adHeadlineWords that introduce the ad
Body copyMain sales messageBody copyMain sales message
Visual elementsImages, including product displayVisual elementsImages, including product display
9-43Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Print ad layout
FormatFormat Arrangement of the elements on the printed pageArrangement of the elements on the printed page
SizeSize Expressed in columns, column inches or portions of a pageExpressed in columns, column inches or portions of a page
ColourColour Mono, spot colour or four colourMono, spot colour or four colour
WhitespaceWhitespace
Marginal and intermediate space that remains unprintedMarginal and intermediate space that remains unprinted
9-44Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Creative tactics for video and digital
AudioAudio Jingles
Voiceovers
InteractivityInteractivity
Click throughs
Advergames
9-45Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Planning and production of TVCs
9-46Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
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.
9-47Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Creativity and IMC
Kinds of messages
Message consistency
Messagestrategy and
execution
Message structure
Messages and IMC
Guidelines for
evaluation
Barriers to big ideas
Client inspiration and
evaluation
Message strategy
The big idea
Creative process
How to say it
Appeals ExecutionTypes
of strategiesMessage strategy
statement
Strategic triad
Creativity
9-48Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Creative risk-takers
9-49Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Creative risk-takers (cont.)
9-50Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Barriers to big ideas
9-51Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
The copy platform
1. Advertising problem2. Advertising objectives3. Distinctive feature4. Target audience5. Target competitor6. Positioning7. Creative strategy8. Execution9. Supporting copy points
The copy platform, also known as
creative platform or work plan, focuses energy and keeps
the creative team ‘on strategy’.
9-52Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Guidelines for evaluating creative output
Consistent with brand’s marketing objectives?Consistent with brand’s marketing objectives?
Consistent with brand’s advertising objectives?Consistent with brand’s advertising objectives?
Consistent with creative strategy, objectives?Consistent with creative strategy, objectives?
Does it communicate what it’s supposed to?Does it communicate what it’s supposed to?
Approach appropriate to target audience?Approach appropriate to target audience?
Communicate clear, convincing message?Communicate clear, convincing message?
Does execution overwhelm the message?Does execution overwhelm the message?
Appropriate to the media environment?Appropriate to the media environment?
Is the advertisement truthful and tasteful?Is the advertisement truthful and tasteful?
9-53Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
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.