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IMC Message Strategy

All planned brand messages should:1) Create brand awareness2) Change or reinforce customers’ attitudes3) Stimulate some kind of response or action 4) Stimulate 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.

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Creating Brand Value for a Biscuit

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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.

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The Creative Message Brief

A creative brief is a document that provides the guidelines for creating brand messages.

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The Creative Message Brief

Creative briefs typically include items such as:

Restatement of the marketing strategy Restatement of the marketing objectives in

terms of the intended message impact The message format or approach The psychological appeal The selling premise The big idea or creative concept The message execution details

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Citigate Cunningham’s“Positioning Platform”

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Purpose or Key Problem

Identifying 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.

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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.

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Appeals and Execution Style

Advertising Appeals The approach used to attract the attention

of consumersand/or

To influence consumer feelings toward the product, service or cause

Execution Style The way a particular appeal is turned into

an advertising message The way the message is presented to the

consumer

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INFORMATIONAL APPEALS

INFORMATIONAL/RATIONAL APPEALS FOCUS ON THE CONSUMER’S PRACTICAL, FUNCTIONAL, OR UTILITARIAN NEED FOR THE PRODUCT OR SERVICE EMPHASIZE

FEATURES BENEFITS REASONS FOR OWNING

MESSAGE CONTENT FACTS, LEARNING, LOGIC

RATIONAL MOTIVES OR PURCHASE CRITERIA CONVENIENCE, ECONOMY, FIVE SENSES, DEPENDABILITY, DURABILITY, EFFICIENCY, PERFORMANCE, ECT

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Rational Appeals Feature appeals

Focus on the dominant traits of the product

Competitive appeals Makes comparisons to other brands

Favorable price appeals Makes price offer the dominant point

News appeals News or announcement about the product

Product/service popularity appeals Stresses the brand’s popularity

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EMOTIONAL APPEALS EMOTIONAL APPEALS

THE CONSUMERS’ SOCIAL AND/OR PSYCHOLOGICAL NEEDS FOR PURCHASING A PRODUCT OR SERVICE

EMOTIONS WORK BETTER AT SELLING BRANDS THAT DO NOT DIFFER MARKEDLY FROM COMPETING BRANDS EMOTIONAL INTEGRATION

CHARACTERS IN THE AD EXPERIENCE AN EMOTIONAL BENEFIT OR OUTCOME FROM USING A PRODUCT OR SERVICE

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Emotional AppealsPersonal States or Feelings

Achievement / Accomplishment

Actualization Affection Ambition Arousal /

stimulation Comfort Excitement Fear Happiness

Joy Love Nostalgia Pleasure Pride Safety Security Self-esteem Sentiment Sorrow /

grief

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Emotional AppealsSocial-Based Feelings

Approval Affiliation /

Acceptance belonging Embarrassment Involvement Recognition Rejection Respect Status

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ADDITIONAL TYPES OF APPEALS

REMINDER ADVERTISING KEEP BRAND NAME IN USERS’ MINDS

TEASER ADVERTISING BUILD CURIOSITY, INTEREST, EXCITEMENT

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Transformational Ads The ads create feelings, images, meanings, and beliefs

about the product or service that may be activated when consumers use it

These transform the consumer’s interpretations of use of the product

The 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 brand

It 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

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Ad Execution Techniques

Straight-sell or factual message

Science / technical evidence

Demonstration

Comparison

Slice of life

Testimonial

Animation

Personality Fantasy

Dramatization

Humor

Combination

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Consistency

IMC planners focus their attention on two types of consistency:

One-voice, one-look Strategic consistency

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The Consistency Hierarchy

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The Consistency Triangle

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Consistency Gaps

The 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.

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A Mess of Messages

Many 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.