Lecture Advertising and promotion (2/e) – Chapter 9: Message strategy and execution
Bạn đang xem bản rút gọn của tài liệu. Xem và tải ngay bản đầy đủ của tài liệu tại đây (2 MB, 53 trang )
Chapter 9
Message strategy and execution
Copyright 2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
9-1
Learning objectives
1. 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.
Copyright 2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
9-2
Kinds of
messages
Barriers to
big ideas
Guidelines
for
evaluation
Message
consistency
Message
structure
Messages
and IMC
Client
inspiration and
evaluation
Strategic
triad
Message strategy
statement
Message
strategy and
execution
Creativity
and IMC
Creative
process
Message
strategy
Types
of strategies
The big
idea
How to
say it
Creativity Appeals Execution
Copyright 2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
9-3
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.
Copyright 2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
9-4
Types of messages
Copyright 2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
9-5
The consistency triangle
Copyright 2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
9-6
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
Copyright 2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
9-7
You ought to be congratulated
Copyright 2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
9-8
Message structure
Copyright 2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
9-9
Message conclusions
What conclusions do you
draw from this ad for
Veet?
Copyright 2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
9-10
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
Copyright 2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
9-11
Creating an emotional connection
Copyright 2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
9-12
Universal message standards
1.
2.
3.
4.
5.
6.
7.
8.
9.
Does this advertising position the product simply
and with unmistakable clarity?
Does this advertising bolt the brand to a
clinching benefit?
Does this advertising contain a power idea?
Does this advertising design in brand
personality?
Is this advertising unexpected?
Is this advertising singleminded?
Does this advertising reward the prospect?
Is this advertising visually arresting?
Does this advertising exhibit painstaking
craftsmanship?
Copyright 2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
9-13
Buzzman creativity
Copyright 2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
9-14
Absolut accessory
Copyright 2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
9-15
Kinds of
messages
Barriers to
big ideas
Guidelines
for
evaluation
Message
consistency
Message
structure
Messages
and IMC
Client
inspiration and
evaluation
Strategic
triad
Message strategy
statement
Message
strategy and
execution
Creativity
and IMC
Creative
process
Message
strategy
Types
of strategies
The big
idea
How to
say it
Creativity Appeals Execution
Copyright 2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
9-16
The creative process
Big idea
• What to say
• Major selling
argument
• How to say it
• Brings strategy
to life
Message
strategy
Copyright 2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
• Appeals and
techniques
Execution
9-17
Rice sculptures
Copyright 2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
9-18
Creative inspiration
Use
the p
rodu
ct
Ru
min
St
atin
ore
g o
vi
n D
s it
ata
s
s ti
ue
Q
s
on
Obse
rv
Talking to customers
k
As
ation
Sources
Sources
OfCreative
Creative
Of
Insight
Insight
t
e
k
r
Ma
rch
a
e
res
Copyright 2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
9-19
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
Copyright 2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
9-20
Strategic triad
Copyright 2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
9-21
Message strategy statement
Copyright 2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
9-22
Message strategies
Copyright 2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
9-23
Unique selling proposition
Copyright 2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
9-24
Creating a brand image
Used when competing brands are so similar it is
Used when competing brands are so similar it is
difficult to find or create a unique attribute.
difficult to find or create a unique attribute.
Creativity sales strategy is based on a strong,
Creativity sales strategy is based on a strong,
memorable brand identity through
memorable brand identity through image
image
advertising.
advertising.
Often used for products such as soft drinks,
Often used for products such as soft drinks,
perfume, liquor, clothing, airlines.
perfume, liquor, clothing, airlines.
Copyright 2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
9-25
