session 3
TRANSCRIPT
Integrated Marketing Communications: Session 3
Session 3: Creating IMC
Session aim & objectives:
Aim: discussing decisions involved in creation of effective IMC;
Objectives:Reviewing how creativity functions within IMC;Understanding how message confusion and persuasion exist;Creating effective marcoms through a decision framework: strategy; content;
structure; source; format;Reviewing how semiotics and the ‘science of signs’ operates;
Creativity & IMC
Defining characteristics of creativity:
Divergent: uniqueness and novelty;Relevant and meaningful;
Understanding elements of creativity:
Characters who express emotion;Situations whether humorous, poignant or dramatic;Visuals that are attractive or elegant;Music that is uplifting or evocative;
Message Confusion
1. Intended Messagewhat the sender wants to say;thoughts & ideas.
2. Encoded Messagemessage transmitted;‘encoded’ in certain words, colours, shapes & signs
3. Message Receivedmessage interpreted by receiver;perception, attitudes & experiences.
Model: Mass Communication
Source Intended EncodedTransmission
Message Message
Receiver
NOISEResponse
Effective Marcoms: Creativity & Persuasion
Issues in MCs which affect persuasion:
Message Arguments: strength & quality.
Peripheral Cues: music; endorser.
Receiver Involvement: ability to process information.
Receiver’s initial position: ‘self persuasion’.
Elaboration Likelihood Model
M.C.
Individual’s ability & motivation to process information (low or high)
high
Peripheral PeripheralRoute( low) central route Route (low)
attitudinal change
high
Elaboration Likelihood Model
how cognitive processing, persuasion & attitudinal change occur when different levels of involvement are experienced.
Elaboration degree to which individual needs to process information to take decision.
Centralif high involvement; persuasion depends on quality of argument.
Peripheral low involvement - persuasion depends on peripheral cues.
Creating Effective Marcoms: decision framework
1. Creative Strategy;
2. Message Content; 3. Message Structure;
4. Message Source;
5. Message Format;
1. Message Strategy
U.S.P. :functional differentiation Nike Air Technology
Brand Image :psychological differentiation McDonalds
Apple
Positioning :differentiation from competitors; common in FMCG.
Pa
Patti and Frazer (1988) - Creative strategy alternatives
Generic strategy (no brand focus but only sector or product focus)Pre-emptive strategy (Generic claim with brand superiority)USP strategyBrand Image strategy (signs, symbols and images)
Resonance strategy (“Strike a chord” meanings, associations to the target audiences)Affective strategy (Invoke emotions)Informational strategy (eg: educational role)
Positioning strategy (attacking a competitor or filling the market gap)
By attributes/product characteristicBy use/applicationBy userBy Price/qualityCultural positioningW.r.t product categoryAgainst a competitorRe-positioning (eg: Johnson and Johnsons’s adult shampoo)
Push/pull strategies (both to be used simultanoeusly to avoid failures)
2. Message Content: What to Say
how to present information in an appealing manner.
“…the presentation of a (communications) message requires an appeal to be made to the target audience” Fill 2006 p. 539
Rationally or emotionally based?
Common message appeals ….
2. Message Content: What to Say
Categorising promotional appeals:
1. Rational – Product orientated: factual, product comparison, hard sell;
2. Rational – Consumer orientated: factual, problem solution;
3. Emotional – Product orientated: celebrity, soft sell;
4. Emotional – Consumer orientated: factual, product comparison, music humour;
3. Message Structure: How to Say the Message Logically
Conclusion Drawing complexity of issue? target’s level of education? direct response required? level of involvement?
Order of presentation primacy effect : strongest at start (low involvement); recency effect : strongest at end (high involvement). personal selling issue. E.g. Virgin Airlines
4. Message Source: the Beckham effect
How does Beckham transfer his personality to adidas?
Attributes fundamental to a successful transference:CredibilityAttractivenesssource power
Endorsement process
Source Credibility ModelHoveland (1953)Expertise: The perceived ability of the source to make valid assertions.Trustworthy: The perceived willingness to make valid assertions.Source exhibiting expertise and trustworthiness = credible & persuasive ∴
Source Attractiveness Model
McGuire (1985)Familiarity: Knowledge through exposureLikeability: affection due to physical appearance and behaviour&/orSimilarity: perceived resemblance between source & receiverFamiliar, likeable &/or similar = persuasive.
Celebrity characteristics: product type
Erdogan, Baker & Tagg (2001)
Trustworthy Expert Familiar Likeable Physically attractive0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
JeansPCs
Product Match-Up Hypothesis
Kahle & Homer(1985)Social Adaption Theory: Adaptive significance of information will determine its impact.Fit of brand (name, attributes etc) & celebrity imageHigh congruence = high advertisement & celebrity believability.
5. Message Format: How to Say Message Symbolically
How to encode intended message.
Symbolic presentation of message.
An understanding of semiotics can help.
5. Message Format: creative routes
Problem/ Solution product as heroDemonstration: benefit brought to life in the adComparison: demonstration of competitive advAnalogy: metaphorical treatmentVisual Symbol: features the brand symbolPresenter: spokespersonTestimonial: endorsement by a userSlice of Life: borrows from normal lifeSlice of Movie: borrows cinematic style/ themeAttitude: brings to life brand attitude
5. Message Format: Semiotics
Defining semiotics: the study of signs and meanings;
Definition: perceptions (thoughts) and affective reactions (feelings) evoked by signs;
Categorising signs: anything that stands for something (object) to somebody (interpreter) in some respect (context);
Application: marketers transfer cultural meanings through signs in their communications;
5. Message Format: Semiotics
Semiotics: practitioner application
Context: consumers consume meanings not just functions;
Organisational application: Bang & Olufsen signifies one’s aesthetic tastes as well as interest in music; Blackberry – colour/design/reliability communicates ‘right’ meanings;
Outcome: uncovering signs/symbols shaping consumer/end-user understanding of a brand;
5. Message Format: Semiotics
Case example: emotional engagement with Johnnie Walker/Baileys;
Consumer motives: consumption driven by bespoke style statement;
Consumer preference of JW: combination of taste and perceived quality cues;
Semiotics and iconic brand traits: fame, resonance and adoption;
Evaluating Communications: idea
What is the ‘creative
idea’?
Good Idea?
Right for the target?
Right for brand?
What have I got?
Is it what I should have?
Understand itDefine itExplore it
CredibleEnduringStand Out
For them, not me
CredibleEnlivensOn characterOn brief
Evaluating Communications: execution
How doe the
execution
work?
Good
execution of the idea
?
Right for the target?
Right for brand?
What have I got?
Is it what I should have?
StyleMoodMusicMechanics
Same messageClear messageStand out
For them, not me
CredibleOn characterOn briefBranded
Creating IMC: Shopping Centres
Buchanan Galleries: 95 stores, mostly fashion-based
Organisational background: BG losing out to newer out-of-town centres
Brief: create brand platform that will endure, repositioning BG as fashion shopping destination;
Objectives: change perceptions of target market, attract shoppers with digital marketing;
Issues: BG considered to be more ‘household than clothes’’ lack of coherent brand image due to ATL ‘shopping campaigns’
Creating IMC: Shopping Centres
Buchanan Galleries: 95 stores, mostly fashion-based
Campaign solution
1. Redesigned BG website: improving quality/quantity of fashion/shopping content; encouraging users to move from ‘functional’ issues to fashion/shopping pages;
2. Innovative social media: Twitter focusing on young/mobile/urban segment; reinforcing fashion message; ‘Glasgowshopping’
Campaign benefits: Turnover up 25%Average spend risen by 58%Growth of on-line followers;Rated best for ‘great fashion shopping’Increase in perception rankings: trendiness