Message Strategy & Execution MKT 846 Professor West.

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Presentation transcript:

Message Strategy & Execution MKT 846 Professor West

Agenda Discussion of: Target market selection and positioning Message strategy & execution On to Super Bowl advertising

Where are we… Situation Strategy Brand Message Analysis Development Development Company Competitors Collaborators Consumers Environment Company Competitors Collaborators Consumers Environment Creative Brief Creative Brief Message Strategy Message Strategy Message Execution Message Execution Media Decisions Media Decisions SWOT analysis SWOT analysis Objective Setting Objective Setting Target Market Target Market Develop Positioning Develop Positioning

Where are we… Situation Strategy Brand Message Analysis Development Development Company Competitors Collaborators Consumers Environment Company Competitors Collaborators Consumers Environment Creative Brief Creative Brief Message Strategy Message Strategy Message Execution Message Execution Media Decisions Media Decisions SWOT analysis SWOT analysis Objective Setting Objective Setting Target Market Target Market Develop Positioning Develop Positioning Communication: > Awareness > Interest > Desire Behavioral: > Information search > Trial > Purchase Relationship: > Loyalty > Share of wallet > Discipleship

Next Step… Situation Strategy Brand Message Analysis Development Development Company Competitors Collaborators Consumers Environment Company Competitors Collaborators Consumers Environment Creative Brief Creative Brief Message Strategy Message Strategy Message Execution Message Execution Media Decisions Media Decisions SWOT analysis SWOT analysis Objective Setting Objective Setting Target Market Target Market Develop Positioning Develop Positioning Attributes & benefits Price/Quality Use or Application Product Class Product User Competitor Cultural Symbol

Developing Effective Communication Situation Strategy Brand Message Analysis Development Development Company Competitors Collaborators Consumers Environment Company Competitors Collaborators Consumers Environment Creative Brief Creative Brief Message Strategy Message Strategy Message Execution Message Execution Media Decisions Media Decisions SWOT analysis SWOT analysis Objective Setting Objective Setting Target Market Target Market Develop Positioning Develop Positioning Product Problem Promise Support Competition Target > Demographics > Psychographics Desired Behavior Current & Desired Impression Tone & Manner

Developing Effective Communication Situation Strategy Brand Message Analysis Development Development Company Competitors Collaborators Consumers Environment Company Competitors Collaborators Consumers Environment Creative Brief Creative Brief Message Strategy Message Strategy Message Execution Message Execution Media Decisions Media Decisions SWOT analysis SWOT analysis Objective Setting Objective Setting Target Market Target Market Develop Positioning Develop Positioning Message Objectives:  Make an impression  Differentiate you brand  Create a brand personality  Increase liking  Influence opinion leaders  Motivate trial  Stimulate repeat purchase

Developing Effective Communication Situation Strategy Brand Message Analysis Development Development Company Competitors Collaborators Consumers Environment Company Competitors Collaborators Consumers Environment Creative Brief Creative Brief Message Strategy Message Strategy Message Execution Message Execution Media Decisions Media Decisions SWOT analysis SWOT analysis Objective Setting Objective Setting Target Market Target Market Develop Positioning Develop Positioning Informational Strategy  Create awareness  Get attention Transformational Strategy  Image and resonance  Connect through feelings Behavioral Strategy  Value proposition  Reminders Relational Strategy  Encourage repeat purchase  Enhance involvement  Develop dialog

Challenges How can we achieve “One-voice, One-look” when we are targeting different markets? How can we remain consistent over time without becoming perceived as dated and irrelevant?

Hierarchy of Effects Headlines, Visuals Subheads, Lead Paragraph, Storyline Text body, Supporting Visuals Closing paragraph, Logo/ Slogan, Tagline AWARENESS INTEREST DESIRE ACT ION

The Execution How do you transform a message strategy into an exciting, attention getting, and memorable idea? What words, sounds and music, images, setting, and lighting will best convey the message? Where do break-through ideas come from?

Next Time… We will focus our discussion on media characteristics and scheduling, Chapter 11 You are welcome to turn in Project 2 by Friday afternoon.