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Communication

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Involves transmitting, receiving, and processing information. As a person, group, or organization attempts to transfer an idea or message, communication occurs when the receiver (another person or group) comprehends the information.

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Senders

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Brand/organization. Ex > KFC, Chick-fil-A, Popeye's- Sending out information it could also be a person

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Encoding

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Forming verbal and nonverbal cues. The person in charge of designing an advertisement takes an idea and transforms it into an attention-getting message. Ex. The commercial consists of cues being placed in various media, such as television, magazines, and billboards

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Tranmission Devices

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Messages travel to audiences through various transmission devices. Marketing communication moves through various channels or media. For example ; The channel may be a television station carrying an advertisement.

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Decoding

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Occurs when the message reaches one or more of the receiver's senses. Ex > Consumers both hear and see television ads.

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Receivers

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Target audience. Ex. Effective marketing communications depend on receivers encountering the right message and responding in the desired fashion, such as obtaining a home loan or refinancing a home's current mortgage.

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Feedback

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Takes the form of the receiver's response to the sender. For example > Marketing communication feedback includes purchases, inquires, compliants , questions, store visits, blogs, and website hits.

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Noise

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Consists of anything that distorts or disrupts a message, including marketing communications. Ex. Technology, other people, other advertisements or messages.

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Integrated Marketing Communications

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Coordination and integration of all marketing communication tools into a seamless program which maximizes the impact on consumers and minimizes costs. > The program covers all of a firm's business-to-business, market channel, customer-focused, and internally directed communications.

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Complete IMC Plan

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Combines every element of the marketing mix: products, prices, distribution methods, and promotions.

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Synergy

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The whole is greater than the sum of its parts, if you have a whole plan it will be more successful.

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Marketing Mix

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Price, product, distribution, and promotions Promotions Advertising ; Paid tv commercials Digital Marketing ; Promotions of brand via one or more forms of electronic media. For example ; Via the internet, social media, or electronic billboards. Social Media ; Campaigns via facebook, instagram, twitter. Alternative Marketing ; Flash mob advertising a brand. Database Marketing ; Mobile ordering Direct Response ; Get a coupon fill this survey out. Personal Selling ; Ex. Chick Fil A my pleasure. Businesses use people to sell the product after meeting face to face with people. Sales Promotions ; Free coupons. Public Relations ; P/R Team crisis management, send out press releases.

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Emerging trends in Marketing Communication

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The internet and emerging social trends impact marketing messages and means of communicating with consumers and businesses.

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Emphasis on accountability and measurable results

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-Economic pressures - Show ROI - Easier to track IMC nowadays - Raising awareness - Is it being sucessful. For example ; Any coupon promotion, contest, rebate program, or advertising campaign should yield measurable results such as market shares, brand awareness, or customer loyalty.

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Explosion of Digital Media

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- New Media Technology - Companies shifting expenditures - Social Media allows interaction Example 1: Advent of social media, smartphones, tablets, and text-messaging. Example 2: Companies such as Toyotand P;G shifting towards spending more dollars on digital marketing. Example 3: Dell generated $1 million in sales from individuals who contacted the firm using Twitter.

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Integration of Media Platforms

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Consumers use multi-screen, multi-platform to integrate media. For example looking at computers, tablets, mobile phones, or television.

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Content Grazing

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Looking at two or more screens simultaneously to access content that is not related; for example ; Person watching tv and texting a friend at the same time.

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Investigative spider-webbing

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Consumer pursues or investigates specific content across multiple platforms. For example ; Someone watching a football game and accessing stats for various players on her PC or mobile phone.

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Quantam Journey

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Specific task across different platforms. For example ; Consumer looks for a specific Chinese restaurant using a PC to locate one in the area, then obtains consumer reviews of the units close by on a smartphone, and finally employs a map app to locate the restaurant or to place an order.

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Social Spider-Webbing

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When consumers share content or information across multiple platforms. For example ; Posting pictures on facebook from a laptop then texting friends to go check them out.

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Retailers

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-Control Channel - Control shelf space - Have purchase data - Determine products and brands on shelves

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Consumers

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- Internet shifts power to consumer ; for example going on social media to rave or say bad things about a company. - Multiple methods of making purchases ; for example using the internet to buy.

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Increase in Global Competition

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- Information technology and communication has changed the marketplace. - Products can be purchased from multiple locations - Customers want low prices but high quality. For example: Dorito's "for bold" campaign which gave a consistent look across 37 countries in terms of packaging and the company's logo. The global campaign allowed Dorito to connect with fans worldwide and give the same feel and look across multiple countries.

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Increase brand parity

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- Brands viewed as being equivalent - Consumers select from a group of brands - Quality and characteristics less important - Price more important - Decline in brand loyalty For example: Consumers are willing to switch brands in most product categories because they do not have one specific brand they must buy or believe is significantly superior.

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Emphasis on customer engagement

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- Marketers seek to engage customers - Contact points are important - Digital Media now part of IMC - Two - way communication - Strive to develop emotional commitment and deliver on promises so consumers can remain with the brand.

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Current Situational Analysis

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Process involves examination of the firm's ongoing market situation.

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SWOT Analysis

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By Studying the factors in the organization's internal and external environments. SWOT identifies internal company strengths and weaknesses along with marketing opportunities and threats present in the external environment.

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Marketing Objectives

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Establishes targets such as higher sales, an increase in market share, a new competitive position, or desired customer actions, such as visiting the store and making purchases.

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Marketing Strategies

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Apply to every ingredient in the marketing mix and include all positioning, differentiation, and branding strategies

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Marketing Tactics

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Guide the day-by-day activities necessary to support marketing strategies.

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Implementation

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How to implement the plan For example: When should the ad for Gucci air?

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Evaluation of Performance

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Specifying methods to evaluate performance For example: Did the Gucci ad, increase Q1 sales.

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GIMC: Globally Integrated Marketing Communications Programs

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The goal remains the same: to coordinate marketing efforts across all platforms. "Think Globally, but act Locally"

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Standardization

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When a company features a uniform product and message across countries, marketing message stays the same. Example: Dorito's "for bold campaign" which standarized the look of Dorito's in 37 countries.

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Adaptation

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Results in the creation of products and marketing messages designed for and adapted to individual countries. Example: Making a marketing campaign that is specific for example a Red Bull campaign that is specific to Mexico.

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Consumers

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- positive assurance: example: Products ordered online from Bed Bath ; Beyond are the same as those purchased in the retail store. - reduced search time: example: An individual or company loyal to Ford spends fewer hours searching for a new car than someone without that loyalty. - psychological reinforcement: comes from feeling that a wise choice was made and the belief that the good or service will perform well. - social acceptance: results from knowing that other individuals, such as family and friends, have purchased the same brand and are likely to accept the choice.

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Company

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- Customer loyalty: Loyal customers are less inclined to make substitute purchases when other companies offer discounts, sales, and similar enticements. - New product development: The introduction of a product becomes easier when potential customers are familiar with the brand name and image. - Attract Quality Employees: Potential workers apply for jobs at companies with solid reputations, thereby reducing recruiting and selection costs. A high quality workforce usually experiences lower turnover rates= stronger brand image. - Potential investments: A strong reputation often leads to more favorable ratings by Wall Street analysts and other financial institutions, which can help a company raise capital.

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Identify

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Identify the desired brand image relative to competitors. How consumers think about your product, and how you want to portray your brand. Example: Nokia was at one time the lead in phone industry, because of declining sales they have become the challanger. The new goal for Nokia, is to reignite the brand by bringing meaning, relevancy, and emotion to it. The message was created to resonate with customers in the US, Europe, China and India.

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Create

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Choose imagery, language and a message that aligns. (words, sounds, shapes, colors) Example: Kraft top management choosing to develop the phrase "Make today delicious" in an effort to unite the corporation and its various brands by focusing its employees in a cohesive direction

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Rejuvenate

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Attract new customers while retaining current ones. ** Consistency with the old and the new. Example: L'eggs kept the same concept however, rejuveanted to appeal to a new generation. They developed a strong presence on social media and developed a new slogan, also employed television and print advertising to reach its target market, women of 18-34.

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Change

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Extremely challenging and slow process; must start from within. Strong brand image trying to revamp it all together. Example: Target changing from the concept of a dowdy midwestern discount store. To including designer houses such as Missoni. Consumers could purchase high-end quality but for less.

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Overt Names

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Reveal what the company does, brand name is blatant. Example: AA

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Implied Names

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Contain word parts that convey what a company does. Example: Fedex

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Conceptual Names

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Capture the essence of what a company offers. Example: Twitter, Google The name "Google" evokes a vision of a place where an endless number of items can be found.

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Iconoclastic Names

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Something unique, different and memorable. Example: Nabis Co., Monster.com

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Brand Logo

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- Easily recognizable: Identify the brand without seeing the name, golden arches no matter what place in the world. - Familiar: We are use to it - Consensual Meaning: Shared meaning among consumers. It means the same thing to me that it does to you. - Evokes positive feelings: Feel good about seeing the brand. For example: Hallmark commercials.

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Brand extension

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Involves the use of an established brand name on new goods or services. For example: Nike extending its brand name to a line of clothing.

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Sub-branding

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Affiliated with a parent brand; but given a new brand name Example: Coca-Cola Zero or Diet Coke

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Line extension

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New item in the same product category Example: P&G selling Tide, but then introducing Gain.

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Co-brand (Alliance brand)

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Combination or alliance of two brands Example: Whollyy Gucamole co-branding with Sonic, Disney, and Jennie-O. To access a greater marketing budget.

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Brand loyalty

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Consumers purchase only that specific brand regardless of the effort necessary. Example: Dr. Dre purchasing Tide because its a brand she's had good and long experiences with.

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Brand equity

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Set of characteristics that makes a brand unique. Ex. Purchasing a North face jacket, over a Target brand, because of the unique characteristics of the North face jacket.

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How can package and labels support IMC

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69 percent of consumers make purchase decisions at the store, therefore they will be more likely to choose a unique and attractive package that captures their attention. -Label: Can make a difference on whether a particular brand is purchased. - Identify brand and product - Who made it - How to use it - What is in it - When ; Where was it made - Packaging represents the final opportunity to make an impression on consumers that will result in a purchase. *A company's image, brand, logo, and theme extend to the design of the package and label, which allows the marketing team to make a sale when the consumer is in the store.

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Need Recognition

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The need can by physical, such as hunger or thirst. It can be social, such as when a consumer visits a friend's apartment and sees his new HDTV. Needs can by psychological in nature, including the desire for love or protection from fear. Actual state: How you are Desired State: How you want to be What role does IMC play: It activates a need

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Information Search and Alternative Evalution

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*Two stages most directly related to IMC are information search and the evaluation of alternatives. Information Search: Internal search: Experience ; Prior Knowledge. Example: A particular brand was chosen and the experience was positive, the consumer repeats the purchase. If a previous purchase did not work out, or the consumers wishes to try something else, a more internal search may begin. External Search: Information from outside sources such as friends, relatives, newspapers, and advertisements. Evaluation of Alternatives Evoked/Consideration Set- Consists of the brands individuals consider in a purchasing situation. Multiattribute Approach- Choose product based on most important features. Ex. choosing sephora makeup because its better, cheaper, ; covers up. Affect Referral- Choose what "feels" right Ex. Choosing to drink Redbull.

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Post-Purchase Use and Evaluation

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Satisfaction- Good feelings from a purchase Cognitive Dissonance- Anxiety or regret after a difficult decision.

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Values

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Strongly held beliefs about various topics and concepts. -Values frame attitudes -Values guide personal actions

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Attitudes

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Relatively enduring overall evaluations of objects, products, services, issues or people -Varies along a continum (positive or negative) -Attitudes drive purchase decisions

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Persuasion

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Specific attempts to change attitudes ; Consumers reject new information challenging existing attitudes or values.

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ABC Method: Attitudes

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Affect: Feelings, emotions, a person has about the object, topic, or idea. Behavior: Conative, individual's actions or decision. Cognition: What you think. Refers to a person's mental images, understanding, and interpretations of the person, object, or issue. Example: Affective: I like my ipod Behavior: I purchase the ipod Cognition: Cognitive reasoning about buying the ipod.

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Users

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Members of the organization who actually use the good or service

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Buyers

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Individuals given the formal responsibility of making the purchase

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Influencers

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People who shape purchasing decisions by providing information or criteria utilized in evaluating alternatives such as engineers.

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Deciders

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Individuals who authorize the purchase decisions

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Gatekeepers

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Individuals who control the flow of information to members of the buying center

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Age Complexity

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Age is not just a number, people are waiting longer to retire. Middle-Aged people wearing college attire, marketers trying to appeal to them without offending the traditional middle-aged people.

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Gender Complexity

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Gender means that traditional roles, lifestyles, and interests of men and women have become blurred. Women waiting to get married or wanting to climb the corporate ladder. Men are doing household shopping, and men are using more makeup and grooming products such as skin care and foundation.

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Active, Busy lifestyles

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People are on the on-the go, they are working longer hours seeking times with friends over spending time on going to the dry cleaners for example. People want convenience products such as Postmates delivery, mircowave ovens, and one-stop shopping centers.

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Diverse Lifestyle

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LGBT community accounts for 5-10% of the population and they are open about their sexuality. They tend to like ads that support their cause. Diversity in ethnicities and changes in family such as "second chancers" who are the remarried couples who are seeking fuller and more enriching experiences for themselves and their families.

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Communication Revolution

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A lot more ways to communicate such as social media, smartphones, text messaging, being connected instantly. Consumers can voice about their opinions through social media, therefore brands respond to them and create a two-way communication. More ways to engage consumers through social media such as at the point of purchase in a retail store, in their homes, or at their place of business.

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Experience Pursuits

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Having experiences with the brand, interacting with the brand, one time geographically located event to engage with the brand. For example: Red bull with the their annual flugtag event or the coin ad that interacts pacman with Budlight.

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Emphasis on Health

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Many consumers try to develop a balanced lifestyle with an emphasis on nutrition, exercise, and staying active. Customers are interested on Organic products, non-GMO, concerned from where there their products are coming from. Ex. Rebok campaign that encouraged people to exercise, regular people it emphasized the holistic benefits of exercise.

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How can a company overcome international differences in consumer behavior when adapting IMC?

answer

-Understanding cultural nuances of the purchasing process for transactions. - Building a powerful brand, a strong brand means the product becomes part of the consumers' initial set of brands to consider when making a purchase. A strong global brand takes understanding the local culture. Example: A domestic U.S trade show, actual purchases are normally not finalized. Information is collected and transferred between buyer and seller. At international trade shows, sales are often completed. Higher ranking members of the purchasing company attend the shows and want to complete transactions.

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Product-Specific Research

answer

-Kelly Selling Points -Desirable Features Ex. One benefit of joining a fitness center can be improved heart health.

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Consumer Orientated Research

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Context of product use Ex. The Richards team interviewed 4,000 consumers and gained the valuable insight that "people would change their behaviors if an expert spoke to them about lawn care". Richards advertising team created the expert spokesperson "Scottish". Ex 2. Elder individuals and those who have developed some type of heart trouble would be the most likely to want this particular benefit.

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Target Market Research

answer

- Identifies feasible market segments - Identifies who will be the recipient of the campaign. - Target market research looks at the best market for a particular benefit of a good or service.

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Market Segement

answer

A set of businesses or group of individual consumers with distinct characteristics

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Market Segmentation

answer

Identifying specific groups based on their needs, attitudes, and interest.

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To be a viable market segment

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- Homogenous - Distinct - Large enough - Reachable

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Homogeneous

answer

Homogenous within the segment. For ex. sorority rather than a whole college group

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Distinct

answer

Distinct from the population and other segments

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Large

answer

Large enough to be profitable

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Reachable

answer

Reachable through communication

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Consumer Segmentation

answer

- Demographics - Generation - Benefits - Psychographics - Geographic Area - Usuage

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Demographics

answer

Population characteristics: Fall into a category - Age - Gender - Ethnicity - Marital - Status - Income

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Generation

answer

- Generational Cohorts - Gen Z - Baby Boomers - Younger Boomers - Generation X - Millennials Ex. Millennials offer an attractive market segment. For example: Chipotle advertising the freshness of their products

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Benefits

answer

Focuses on the advantage consumers receive from a product. Ex. People, who run an athletic footwear company can use this concept to segment their market into trail runners. Footwear for trail runners must be comfortable, less slippery, and must reduce the risk of injury.

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Psychographics

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Emerge from patterns of responses that reveal a person's activities, interests, and opinions. Ex. Vals Typology which categorizes respondents into eight different group based on resources and on the extent to which they are action-orientated.

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Geographic Area

answer

Location based. Advertisements can be aimed to specific regions with messages that fit consumers, the region, and specific events. Ex. During a snow storm along the East Coast, consumers in that area can receive Home Depot ads related to snow removal, while other areas of the country get ads related to fall lawn care or other topics of relevance.

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Usage

answer

Light vs. Heavy, Loyal vs. Nonuser, how much does the consumer use the product. Ex. Dairy Queen developed a campaign aimed at light users who visited only once a month and saw the brand as merely an ice cream stand. The tagline "Fan food, not fast food" was developed to encourage individuals to visit Dairy Queen instead of competing fast-food restaurant.

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Positioning

answer

Where a product sits in the mind of the consumer relative to the competition.

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How do various approaches to IMC influence the IMC Planning Process

answer

- Critical Component of image and brand management - Symbolic meaning and associations - Consumer-driven - Never completely fixed

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Approaches to Positioning

answer

- Product Attributes - Competitors - Use or Application - Price-Quality Relationships - Product User - Product Class - Cultural Symbol

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Product Attributes

answer

We have the best product, performance of product. Ex. Chipotle advertising high quality ingredients.

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Competitors

answer

Pit two brands against each other, calling out the competitors. Ex. Sprint using the Verizon guy and pitting themselves against the Verizon for better service.

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Use or Application

answer

How you actually use the product. Market the product on its vast usuage. Ex. Marketing a smartphone because it has so many uses like snapchat, or google earth.

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Price-Quality Relationship

answer

Cost is relative to quality. Price high for high quality brand. Ex. Gucci is expensive, but great quality. Therefore, worth buying.

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Product user

answer

Whose actually using the product; base on product users. Ex. Targeting tide to moms because they usually do the laundry at home.

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Product Class

answer

In the beverage category, soft drinks compete with energy drinks and others such as breakfast drinks. Ex. Positioning redbull as the best choice drink in the beverage category.

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Cultural Symbol

answer

Representation of the culture. Ex. Budweiser positioning itself as an American beer.

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Why are marketing communication objectives important in the IMC planning process

answer

They provide benchmarks for the campaign. - Develop Brand Awareness - Increase product/service category demand - Change customers beliefs or attitudes. - Enhance purchase actions - Encourage repeat purchases - Build customer traffic - Enhance firm image - Increase market share - Increase sales - Reinforce purchase decisions.

question

Benchmark

answer

Consider a starting point in relation to a degree of change following a campaign.

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Smart Objectives

answer

Specific Measurable Attainable Relevant Time-bound

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Percentage of Sales Method

answer

Percentage of the actual sale. Campaign based on what you did. Ex. Allocating 20% of the Q1 for marketing for Q2

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What we can afford

answer

Spend on everything else, whatever is left over will go to IMC. Usually start up companies will use this method because of their low budgets.

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Meet the Competition Method

answer

Companies raise or lower expenditures to match those of the competition. Ex. Coca Cola raising its marketing budget to compete with pepsi.

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Objective and Task Method

answer

Management identifies the communications objectives to pursue during the year and then calculates the cost of accomplishing each objective. Set an objective and put money into it.

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Media Scheduling

answer

- Pulsating Schedule - Flighting Schedule - Continuous Schedule

question

Pulsating Schedule

answer

Continous IMC during the year with bursts of higher intensity at specific times. Ex. Jenny Craig commercials coming on continously before the summer time, so people would want to buy them to get in shape.

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Flighting Schedule

answer

Communications are presented only during peak times, and not at all during other times of the year. Ex. Airing a pumpkin spice latte commercial during the fall.

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Continous

answer

Ongoing, consistently throughout the year and across media types. Ex. Airing charmin commercials all year round

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Advertising Campaign Management

answer

The process of preparing and integrating a specific advertising program in conjunction with the overall IMC message.

question

What are the different types of advertising agencies

answer

In- house and external

question

Advantages to in house agency

answer

- Lower cost - Align all communications - Better understanding of product and company. - Ability to quickly produce commercials. - Lower turnover rate in the company

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Advantages to external agency

answer

- Can reduce costs by being more efficient with time. - Greater expertise - Access to top talent - An outside perspective

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Full-service agency

answer

Do it all, content, traditional, special events. Ex. Edelman

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Direct Marketing Agencies

answer

Telephone orders (800 numbers), internet programs, and by direct mail.

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Promotions Specialists

answer

Coupons, premiums, contests, and sweepstakes.

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Online and Digital Agencies

answer

Internet Marketing and Advertising

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Social Media Agencies

answer

Specific to social media marketing and management.

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Public Relations Agencies

answer

Positive Public images and damage control

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Crowdsourcing

answer

Outsource to consumers. Using consumers to do your work for you.

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How are budgets considered when choosing an agency

answer

Size of the account should match the size of the agency. 75-15-10 Rule

question

75-15-10 % Rule

answer

75- Media Buys 15- Creative work (agency) 10- Ad production

question

Hierarchy Effects Model

answer

Think- Knowledge, Awareness Feel- Liking, Preference Do- Purchase, Conviction

question

Hierarchy Effects Models in relation to consumer purchasing and advertising objectives

answer

- Steps are sequential. - Consumers spend time at each step. - Brand loyalty involves all six steps - Similar to attitude formations

question

Examples of IMC Goals

answer

- To build brand awareness - To inform - To persuade - To support other marketing efforts - To encourage action

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Threshold Effects

answer

Point at which ads actually influence consumer responses.

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Diminishing Returns

answer

Ad saturates the market and becomes less effective vs. what the company spends.

question

Carryover Effects

answer

Consumer remembers the product or company when it is time to buy

question

Wear-out effects

answer

Means an ad can become old or boring

question

Decay effects

answer

If a company stops advertising consumers will forget the brand.

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IMC Goals

answer

- To build brand awareness - To inform - To persuade - To support other marketing efforts - To encourage action

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Tagline

answer

-Key Phrase - Memorable - Conveys Uniqueness - Consistency across all platforms - Shorter than in the past Ex. Just do it tagline from Nike

question

Positioning

answer

- Maintain consistent position - Relative to competitors - Consumer-driven - Message stays clear - Link in cognitive map - Avoids ambiguity - Message stays clear

question

Media Selection

answer

- Media-ususage habits of target market - Audience characteristics of media - Business-to-Business media - Earlier involvement of media companies - Target market should drive media choices - Media should work together (CONSISTENCY!) - Media should support IMC goals - Interaction with the environment. Ex. San fran bus stops smelling like cookies, so that people would be tempted to buy milk. - Seasonality- Black friday deals - Time of day - Time of week - Recency

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Consistency

answer

Consistent over time, the under lying message is basically the same across all media platforms. - Transfer to long-term memory - Visual consistency - Repetition enhances recall - Different environments - Can vary content - Multiple media

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Campaign Duration

answer

- Goal is to embed into the long-term memory - Too short impedes retention - Too long can make it stale - Typical length is 6 months - Length varies

question

Why is creativity important in integrated marketing communications

answer

- To break through media clutter - To keep brand's relevant - To create emotional connections with consumers - To build a brand's identity

question

1. Develop a clear statement of creative strategy

answer

Creative brief

question

Develop tactical executions based on the creative strategy

answer

TACTICS Ex. using a commercial or using a print ad.

question

Evaluate the proposed tactical solutions to be sure they are on "strategy"

answer

IMC is only effective if it is on "strategy". Consistently going back and to make sure it is.

question

Approve the executions for dissemination via media or other platforms

answer

Selecting Media - Where is that commercial going to air, ex. airing a commercial for men on ESPN sports.

question

Strategy

answer

Provides a creative framework; the big picture ideas.

question

Tactics

answer

How the strategy is executed; actual deliverables. Ex. Product Placement

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Creative brief

answer

- A road map for the creative team to follow - A written, strategic plan that both the client and the agency agree upon.

question

How is a creative brief developed

answer

- Based on key consumer insights and clear campaign objectives - Figuring out what consumers believes and leveraging that.

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Consumer Insight

answer

A simple truth derived from your target audience - Ex. Consumer felt that peeps are only for the holidays

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Why is a creative brief important

answer

Limits the direction of misdirected creativity and messaging.

question

Why are we advertising

answer

What is the overall objective/purpose of the campaign. Should be clear and concise. Ex. We are advertising to drive traffic to Wellstreet popcorn.

question

Who are we talking to

answer

A specific descriptive statement of the target based on demographics, psychographics, and lifestyles. - Ex. Budget minded consumers (18-25 years old) with an adventurous approach to life who are traveling to Chicago on their own.

question

What do they currently think

answer

Research, research, based on current assumptions. Ex. The Chicago hostel is inexpensive but kinda sketchy. People like me don't stay there. I'll pay a few bucks more to stay somewhere cleaner and safer.

question

What would we like them to think

answer

Supporting evidence for your key benefit; should preferably be based on fact. Backed up by evidence. ex. The Chicago hostel provides a clean, comfortable night's stay at the lowest price in downtown Chicago.

question

What is the single most persuasive idea we can convey (KEY CONSUMER BENEFIT)

answer

The key consumer benefit (functional, emotional, self-expressive) in 25 words or less. - Functional: Serving a purpose - Emotional: Feel - Self-expressive: Based on personality

question

Why should we believe it?

answer

Supporting evidence for your key benefit, should preferably be based on fact, back up your claim on research.

question

What is the tone or personality of the campaign?

answer

Is it funny, serious, emphatic, technical, relational, somber, motivational

question

Tagline/Slogan

answer

-Key Phrase - Memorable - Conveys Uniqueness - Consistency across all platforms - Shorter than in the past

question

Are there any creative guidelines or mandatories?

answer

- What must be included on each deliverable according to the client. For example: Tagline, logo, website, phone number, law disclaimer, colors. Ex. Pfizer needs to include per FDA all the potential side effects of the drugs.

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