Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Week 3 Lecture 2 Advertising Management – Creating Effective and Creative Advertising Messages

Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Motivation To attend to Messages To process Messages

Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Helping Information Processing Encoding Information Reducing processing time Knowledge structures Concretisations

Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice 5-step Program 1. Specify the key fact from the customer’s viewpoint 2. State the main ‘problem’/advertising issue from the viewpoint of the brand/product 3. State the advertising objective 4. Establish mandatory requirements/constraints 5. Implement the creative message strategy

Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice The Creative Brief Background – the main ‘problem’ to be addressed Target Audience Thoughts and feelings Brand Positioning Overall brand strategy Objectives Outcomes – behavioural – sales Message guidelines Media considerations Budget – Timings – AOB

Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice The Creative Brief Brand Positioning

Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice The Creative Brief Thoughts and feelings What do consumers think of the brand/product/company now? Why do they hold these feelings? May need research – if no answers to the questions exist.

Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice The Creative Brief Target Audience Whom do we need to reach with the ad campaign? Segmentation/Consumer Buying Factors Based on behaviour? Demographic features Geo-demographic aspects Psychographic factors

Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice The Creative Brief Background – the main “problem” to be addressed What is the overall purpose of the advertising/ communication task? Situation Audit – Brand history, competitive environment, market forces, cultural aspects Porter’s Five Forces SWOT analysis PESTLE analysis

Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Advertising Message 10 Four important elements: The balance The structure The source The presentation to the target audience

Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Advertising Message 11 High involvement Low involvement Rational product attribute appeals Information provision Benefit claims Emotional image-based appeals Social, ego, hedonic orientation

Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Informational Appeals 12 Factual Slice of life Demonstration Comparative

Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Emotional Based Appeal 13 Fear Humour Animation Sex Music Fantasy

Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Poster Ad 1995 Honest Legal DECENT

Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Pull, Push and Profile 15 Pull Aims to generate and sustain dialogue with the end user customers Target Result: Consumer demand product from distributors. Strategy Focus on awareness, branding, coordination

Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Pull, Push and Profile 16 Push Aims to communicate with members of the channel to encourage them to ‘push’ products through the channel Target result Intermediary promotes the product to the end customer. Focus on intermediary Key account managers

Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Pull, Push and Profile 17 Profile Aims to develop corporate reputation and image More company wide Offices, vehicles, people Broader stakeholder focus Investors, suppliers, staff

Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice The Role of Endorsers Celebrities Stereotypes Typical Person The TEARS model Or NO TEARS

Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice The Tears Model TTrustworthiness EExpertise AAttractiveness RRespect SSimilarity

Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Tears Trustworthiness The property of being perceived as believable, dependable As someone who can be trusted CREDIBILITY

Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Tears Expertise The characteristic of having specific skills, knowledge, or abilities with respect to the endorsed brand SPORTSMEN

Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Tears Attractiveness The trait of being regarded as pleasant to look at in terms of a particular group’s concept of attractiveness EASY ON THE EYES

Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Tears Respect The quality of being admired or even esteemed due to one’s personal qualities and accomplishments DAVID BECKHAM

Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Tears Similarities The extent to which an endorser matches an audience in terms of characteristics relevant to the endorsement relationship Age Gender Ethnicity Psychographics Use of young people...

Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Agency Selection Process 25 n Define requirements – what sort of agency do you require: n Ego or practical? n Location? n How big is the project? n Use knowledge and advertisers directory to select a list n Conflicts/experience n Will they add value to the marketing strategy?

Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice How to Ensure a Good Agency Relationship 26 Have a clear understanding of costs Agencies are there to add value Let them become part of the marketing team Involve them early in any project They will also give you alternative view, they are not as close to the market Give clear briefs for each project Agree deadlines Prepare a planning calendar working back from your launch date