deciding how to deliver your message
TRANSCRIPT
Deciding How to Deliver Your MessageCommunication StrategyPositioning Strategy
WHAT to say? WHO to target? WHAT’s the goal? HOW to say?
Message Content Markets Mission Message
DesignMessage
DesignMedia
Strategy
Money Measure
Demonstration Example
Man shavingMan shavingClose-up of
blades
Blades going through the
hair
Which photo is the demonstration?
Doesn’t show HOW it will deliver:
the mechanism of action
How Demonstrations Are UsedThe concept is the same, no matter the product.
Why do they work? Show the mechanism of action.
Positioning Statement
Reason to Believe
Target Segment
Point(s) of Difference
Frame of Reference
Consider demonstrating WHY this product
can deliver
Spokesperson Pros & Cons
Quality shoes
Improve athletic ability?
Believable correlation
Is the Endorsement Credible?
Spokesperson Pros & Cons
Product
Spokesman
Correlation:
Both Swiss?
Precision over power?
Expensive?
Is the Endorsement Credible?
Testimonials
• Provided by user who is NOT paid
• Assumption: If someone is paid, the message is less credible
Product ComparisonsA Rational Appeal Based on Specific Criteria
Very effective, but follow the law!
Read our research:
A Theory of Combative Advertising
by: Yuxin Chen,Yogesh V. Joshi,
Jagmohan S. Raju, and A. Jon Zhang
Why That Choice?
• Many divisions uncomfortable with original ad
• Unsure of relationship to P&G brands
• Unsuccessful compromise: placed brand names at the end
Corporate Image AdvertisingIs it right for my company?
Sanjay K. Dhar James H. Lorie
Professor Of Marketing
Negative Emotional Appeal: Fear
0
10
10
Effectiveness
Fear
Too LITTLE Fear
Too MUCH Fear
• Not Believable
• Not Pleasant
Why Too Much Fear Doesn’t WorkInsights from Research
“I didn’t see that commercial.”
Buy our product!