Presentation on theme: "IMC Message Strategy All planned brand messages should:"— Presentation transcript:
1 IMC Message Strategy All planned brand messages should: Create brand awarenessChange or reinforce customers’ attitudesStimulate some kind of response or actionStimulate the interactivity that helps build brand relationshipsThe IMC Creative Brief is based on these mandates and how they relate to the brand decision-making process.
3 Brand Message Strategy Development The fourth step in the IMC planning process is developing message strategies.Companies and their marketing communication agencies employ strategic thinking at a variety of levels in the marketing communication process.
4 The Creative Message Brief A creative brief is a document that provides the guidelines for creating brand messages.
5 The Creative Message Brief Creative briefs typically include items such as:Restatement of the marketing strategyRestatement of the marketing objectives in terms of the intended message impactThe message format or approachThe psychological appealThe selling premiseThe big idea or creative conceptThe message execution details
7 Purpose or Key ProblemIdentifying the company’s main opportunity or key problem is the first step in developing a selling strategy.This key problem should summarize the most important finding from the SWOT analysis.
8 Functional-Area Message Objectives For each MC area used in the MC plan, message objectives need to be developed.MC efforts are measured against their objectives, so stating appropriate objectives is an important part of determining the desired impact.Creative message objectives are often based on some notion of hierarchy of effects such as the AIDA model.A less hierarchical approach includes awareness, attitude, action and relationship building. Brand message objectives and strategies need to dovetail with the marketing plan.
9 Appeals and Execution Style Advertising AppealsThe approach used to attract the attention of consumersand/orTo influence consumer feelings toward the product, service or causeExecution StyleThe way a particular appeal is turned into an advertising messageThe way the message is presented to the consumer
10 INFORMATIONAL APPEALS INFORMATIONAL/RATIONAL APPEALSFOCUS ON THE CONSUMER’S PRACTICAL,FUNCTIONAL, OR UTILITARIAN NEED FORTHE PRODUCT OR SERVICEEMPHASIZEFEATURESBENEFITSREASONS FOR OWNINGMESSAGE CONTENTFACTS, LEARNING, LOGICRATIONAL MOTIVES OR PURCHASE CRITERIACONVENIENCE, ECONOMY, FIVE SENSES,DEPENDABILITY, DURABILITY, EFFICIENCY,PERFORMANCE, ECT
11 Rational Appeals Feature appeals Focus on the dominant traits of the productCompetitive appealsMakes comparisons to other brandsFavorable price appealsMakes price offer the dominant pointNews appealsNews or announcement about the productProduct/service popularity appealsStresses the brand’s popularity
12 EMOTIONAL APPEALS EMOTIONAL APPEALS THE CONSUMERS’ SOCIAL AND/OR PSYCHOLOGICALNEEDS FOR PURCHASING A PRODUCT OR SERVICEEMOTIONS WORK BETTER AT SELLING BRANDSTHAT DO NOT DIFFER MARKEDLY FROMCOMPETING BRANDSEMOTIONAL INTEGRATIONCHARACTERS IN THE AD EXPERIENCE ANEMOTIONAL BENEFIT OR OUTCOME FROM USINGA PRODUCT OR SERVICE
13 Emotional Appeals Personal States or Feelings Achievement / AccomplishmentActualizationAffectionAmbitionArousal / stimulationComfortExcitementFearHappinessJoyLoveNostalgiaPleasurePrideSafetySecuritySelf-esteemSentimentSorrow / grief
15 ADDITIONAL TYPES OF APPEALS REMINDER ADVERTISINGKEEP BRAND NAME IN USERS’ MINDSTEASER ADVERTISINGBUILD CURIOSITY, INTEREST, EXCITEMENT
16 Transformational AdsThe ads create feelings, images, meanings, and beliefs about the product or service that may be activated when consumers use itThese transform the consumer’s interpretations of use of the productThe ad must make the experience of using the product richer, warmer, more exciting and / or enjoyable than that obtained solely from an objective description of the advertised brandIt must connect the experience of the ad so tightly with the experience of using the brand that the consumer can’t remember the brand without recalling the experience generated by the ad
17 Ad Execution Techniques TestimonialAnimationPersonalityFantasyDramatizationHumorCombinationStraight-sell or factual messageScience / technical evidenceDemonstrationComparisonSlice of life
18 ConsistencyIMC planners focus their attention on two types of consistency:One-voice, one-lookStrategic consistency
21 Consistency GapsThe consistency triangle is used to identify gaps in brand communication.The “say” messages must be consistent with the “do” and “confirm” messages.Gaps between any of these points threaten brand relationships.
22 A Mess of MessagesMany companies deal with a mess of message due to a wide array of messages and communication complexity.Consistency leads to a positive, well-defined, clear brand image recognized by all of a brand’s stakeholders.