An Integrated Marketing Communication Perspective – Chapter – Flashcards
Unlock all answers in this set
Unlock answersquestion
Persuasive Communications
answer
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.
question
Four kinds of message
answer
** see diagram on page 273 in Advertising - An Integrated Marketing Communications Perspective by Belch, Belch, Kerr, Powell
question
Message consistency
answer
** see diagram on page 273 in Advertising - An Integrated Marketing Communications Perspective by Belch, Belch, Kerr, Powell
question
The 'Campaign Theme'
answer
- A central or unifying idea around which a campaign is built - Central message that can be co-ordinated across all marketing communications activities and media platforms Strong Idea Longevity ---> Consistency----> Strong Brand
question
Message structure [#1]- Order of Presentation
answer
** see diagram on page 275 in Advertising - An Integrated Marketing Communications Perspective by Belch, Belch, Kerr, Powell
question
Message Structure [#2]
answer
- Conclusion Drawing ~ Target Audience ~ Complexity - Message Sidedness ~ One-sided ~ Two-sided ~~ Refutational - Verbal vs Visual Messages ~ Persuasion ~ Recall ~~ Incongruence
question
Creativity & IMC
answer
- 'The ability to generate fresh, unique & appropriate ideas that can be used as solutions to marketing communication problems'. - A creative advertising message is one that is built around a creative core or a 'big idea' and uses excellent design and execution to communicate information that interests the target audience. D'Arcy, Masius, Benton & Bowles Agency - Engage emotions - Originality - Cut through - Effective sales pitch
question
Universal message standards
answer
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?
question
The Creative process
answer
** see diagram on page 281 in Advertising - An Integrated Marketing Communications Perspective by Belch, Belch, Kerr, Powell
question
Creative inspiration
answer
Sources Of Creative Insight - Market research - Talking to customers - Use the product - Ruminating on Data - Store visits - Ask Questions -Observation
question
Message Strategy What to Say?
answer
- "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". - "Once you determine this message be certain you can live with it; be sure it stands strong enough to remain the central issue in every ad and commercial in the campaign".
question
Strategic triad
answer
** see diagram on page 284 in Advertising - An Integrated Marketing Communications Perspective by Belch, Belch, Kerr, Powell
question
Message Strategy statement - 3 elements
answer
Principal benefit - How the product will solve customer's problem - Product proposition / promise Reason why - Supporting evidence / backing up claim Tone &/or brand personality - Tone advertising follows - Personality brand should project
question
Message strategy statement
answer
** see diagram on page 285 in Advertising - An Integrated Marketing Communications Perspective by Belch, Belch, Kerr, Powell
question
Types of message strategies
answer
** see diagram on page 286 in Advertising - An Integrated Marketing Communications Perspective by Belch, Belch, Kerr, Powell
question
Creating a Brand Image
answer
Used when competing brands are so similar it is difficult to find or create a unique attribute. ⇣ Creative sales strategy is based on a strong, memorable brand identity through image advertising. ⇣ Often used for products such as soft drinks, perfume, liquor, clothing, airlines.
question
Approaches to the major selling idea: Inherent Drama
answer
Inherent drama - Messages generally presented in a warm, emotional way e.g. McDonald's, Kellogg's cereals and Hallmark greeting cards - Focus on consumer benefits with an emphasis on the dramatic element in expressing them
question
Approaches to the major selling idea: Positioning
answer
Positioning - 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.
question
The BIG idea
answer
- Brings the strategy to life - makes the message relevant & engaging ** see diagram on page 290 in Advertising - An Integrated Marketing Communications Perspective by Belch, Belch, Kerr, Powell
question
Young's - 5 stage 'Creative Process'
answer
1. Immersion 2. Digestion 3. Incubation 4. Illumination 5. Verification [Reality Check]
question
Advertising appeals & creative execution styles
answer
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.
question
Message Appeals: How to Say It?
answer
Informational - Rational appeals - Primarily processed cognitively - Focus on practical, functional, utilitarian benefits or reasons Transformational - Emotional appeals - Primarily processed emotionally - Focus on social or psychological needs
question
Message appeals
answer
** see diagram on page 293 in Advertising - An Integrated Marketing Communications Perspective by Belch, Belch, Kerr, Powell
question
Alternative appeals - Comparative ads, Fear appeals, Humour appeals
answer
Comparative ads - Often used for brands with small market share - Frequently used in political advertising - May be especially useful for new brands/market challengers Fear appeals - 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 Humour appeals - Attract and hold attention - Often the most memorable - They put the consumer in a positive mood - Can suffer from early wear-out
question
Executional techniques
answer
** see diagram on page 296 in Advertising - An Integrated Marketing Communications Perspective by Belch, Belch, Kerr, Powell
question
Source Credibility
answer
Source - Knowledge - Skill - Expertise Information - Trustworthy - Unbiased - Objective
question
Source Attractiveness
answer
Similarity - Resemblance between the source and recipient of the message Familiarity - Knowledge of the source through repeated or prolonged exposure Likeability - Affection for the source resulting from physical appearance, behavior, or other personal traits
question
Risks of Using Celebrities
answer
1. The celebrity may overshadow the product being endorsed 2. The celebrity may be overexposed, reducing his or her credibility 3. The target audience may not be receptive to celebrity endorsers 4. The celebrity's behavior may pose a risk to the company
question
Print Advert Components
answer
Headline - Words in the leading position of the ad Subheads - Smaller than the headline, larger than the copy Body copy - The main text portion of a print ad Visual elements - Illustrations such as drawings or photos Layout - How elements are blended into a finished ad
question
Creative tactics for print
answer
Headline - Words that introduce the ad Body copy - Main sales message Visual elements - Images, including product display
question
Creative Tactics: Television Advertising
answer
Video - Visual element - Determining Main Focus? Audio - Spoken word / Sound effects Spokespeople, Dialogue, Voiceovers Music - Background/ Mood /Reminder Popular Songs, Jingles
question
Planning and production of TVCs
answer
** see diagram on page 303 in Advertising - An Integrated Marketing Communications Perspective by Belch, Belch, Kerr, Powell
question
Guidelines for Evaluating Creative Output
answer
- Consistent with brand's marketing objectives? - Consistent with brand's advertising objectives? - Consistent with creative strategy, objectives? - Does it communicate what it's supposed to? - Approach appropriate to target audience? - Communicate clear, convincing message? - Does execution overwhelm the message? - Appropriate to the media environment? - Is the advertisement truthful and tasteful?
