chapter 9 message strategy and execution

9-1Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell

Chapter 9

Message strategy and execution

Windows User

Many of the slides in this chapter are missing notes


Learning objectives1. To examine messages—their types, structure and

consistency.

2. To discuss what is meant by creativity and creative thinking in IMC.

3. To examine the creative process—looking at message strategy and execution.

4. To be able to articulate a message strategy and identify different types of message strategy.

5. To explore the best way to execute the big idea—looking at advertising appeals and execution techniques.

6. To consider the contribution of creative tactics to outstanding production.

7. To consider the importance of clients in inspiring and evaluating the creative work of their agencies.


Creativity and IMC

Kinds of messages

Message consistency

Messagestrategy and

execution

Message structure

Messages and IMC

Guidelines for

evaluation

Barriers to big ideas

Client inspiration and

evaluation

Message strategy

The big idea

Creative process

How to say it

Appeals ExecutionTypes

of strategiesMessage strategy

statement

Strategic triad

Creativity


Persuasive communications

The ‘right’ message:

connects emotionally with the target audience

may need to connect in different ways for different audiences

contains a key insight or big idea

is distinctive, memorable and creative.


Types of messages


The consistency triangle


The campaign theme

A central or unifying idea around which a

campaign is built

A central message that can be

coordinated across all marketing

communications activities and media

platforms


You ought to be congratulated


Message structure


Message conclusions

What conclusions do you draw from this ad for Veet?


Message arguments

One-sided messages

Mention only positive attributes or benefits

Two-sided messages

Present both good and bad points

Refutational messages

Present both sides of an issue, before refuting the opposing viewpoint


Creating an emotional connection


Universal message standards

1. Does this advertising position the product simply and with unmistakable clarity?

2. Does this advertising bolt the brand to a clinching benefit?

3. Does this advertising contain a power idea?

4. Does this advertising design in brand personality?

5. Is this advertising unexpected?6. Is this advertising single-minded?7. Does this advertising reward the prospect?8. Is this advertising visually arresting?9. Does this advertising exhibit painstaking

craftsmanship?


Buzzman creativity


Absolut accessory


Creativity and IMC

Kinds of messages

Message consistency

Messagestrategy and

execution

Message structure

Messages and IMC

Guidelines for

evaluation



evaluation

Message strategy

The big idea

Creative process

How to say it



statement

Strategic triad

Creativity


The creative process

Message strategy

• What to say

• Major selling argument

Big idea

• Brings strategy to life

Execution

• How to say it

• Appeals and techniques


Rice sculptures


Creative inspiration

Talking to customersSources Of Creative

Insight

Sources Of Creative

Insight

Ruminating on Data

Store visits

Market research

Ask

QuestionsO

bse

rvati

on

Use the product


The message strategy

Message strategy defined:The major selling idea should emerge as the strongest singular thing you can say about your product or service. This should be the claim with the broadest and most meaningful appeal to your target audience.

A. Jerome Jeweler, Creative Strategy in Advertising, 2007


Strategic triad


Message strategy statement


Message strategies


Unique selling proposition


Creating a brand image

Often used for products such as soft drinks, perfume, liquor, clothing, airlines.Often used for products such as soft drinks, perfume, liquor, clothing, airlines.

Creativity sales strategy is based on a strong, memorable brand identity through image advertising.image advertising.

Creativity sales strategy is based on a strong, memorable brand identity through image advertising.image advertising.

Used when competing brands are so similar it is difficult to find or create a unique attribute.

Used when competing brands are so similar it is difficult to find or create a unique attribute.


Approaches to the major selling idea: positioning

Establish a particular place in the customer’s mind for the product or service.

Establish a particular place in the customer’s mind for the product or service.

Positioning may be based on:

product attributes/benefits

price/quality

use or application

type of user

problem solved.

Positioning may be based on:

product attributes/benefits

price/quality

use or application

type of user

problem solved.

PositioningPositioning


Creative principles


Positioning


Approaches to the major selling idea: inherent drama

Inherent drama

Inherent drama

Focus on consumer benefits with an emphasis on the dramatic element in expressing them

Focus on consumer benefits with an emphasis on the dramatic element in expressing them

Messages generally presented in a warm, emotional waye.g. McDonald’s, Kellogg’s cereals and Hallmark greeting cards

Messages generally presented in a warm, emotional waye.g. McDonald’s, Kellogg’s cereals and Hallmark greeting cards


Finding the inherent drama


The big idea


The big idea (cont.)

David Ogilvy on the big idea:

I doubt if more than one campaign in a hundred contains a big idea. I am supposed to be one of the more fertile inventors of big ideas, but in my long career as a copywriter I have not had more than 20, if that.

David Ogilvy, Ogilvy on Advertising, 1983


The big idea (cont.)


Appeals and execution

Advertising appeal defined:

The appeal can be said to form the underlying content of the advertisement, and the execution the way in which that content is presented. Advertising appeals and executions are usually independent of each other; that is, a particular appeal can be executed in a variety of ways and a particular means of execution can be applied to a variety of advertising appeals.

William Weilbacher, Advertising, 1984


Message appeals

Focus on practical, functional, utilitarian benefits or reasons

Focus on practical, functional, utilitarian benefits or reasons

Primarily processed cognitivelyPrimarily processed cognitively

Primarily processed emotionallyPrimarily processed emotionally

Focus on social or psychological needs

Focus on social or psychological needs

Informational

Rational appeals

Informational

Rational appeals

Transformational

Emotional appeals

Transformational

Emotional appeals


Message appeals


Executional techniquesExecution technique

Brief description Type of appeal

Straight sell Straight presentation of product information

Rational

Scientific/ technical

Provides technical information or endorsements by scientific organisations

Rational

Demonstration ‘Seeing is believing’: shows product in operation

Rational/ emotional

Comparison Compares product advantages with competitors or substitutes

Rational/ emotional

Testimonial/

endorsement

Person, staff or celebrity discusses personal satisfaction

emotional/ Rational


Executional techniques (cont.)

Execution technique

Brief description Type of appeal

Slice of life Product solves a problem in a real-life, everyday situation

Emotional/

rational

Animation Stylised execution Emotional

Imagery Focus on visual elements: pictures, illustrations and symbols

Emotional

Dramatisation A narrative where the product is the hero

Emotional/ rational

Humour Uses humour to appeal to the target audience

Emotional


Fear appeal


Which appeal?

Fearappeals

Fearappeals

Comparativeads

Comparativeads

HumourappealsHumourappeals

• May stress physical danger or threats to health

• May identify social threats: disapproval or rejection

• May backfire if the level of threat is too high

• May stress physical danger or threats to health

• May identify social threats: disapproval or rejection

• May backfire if the level of threat is too high

• Often used for brands with small market share

• Frequently used in political advertising

• May be especially useful for new brands/market challengers

• Often used for brands with small market share

• Frequently used in political advertising

• May be especially useful for new brands/market challengers

• Attract and hold attention

• Often the most memorable

• They put the consumer in a positive mood

• Can suffer from early wear-out

• Attract and hold attention

• Often the most memorable

• They put the consumer in a positive mood

• Can suffer from early wear-out


Testimonial


Creative tactics for print

HeadlineWords that introduce the adHeadlineWords that introduce the ad

Body copyMain sales messageBody copyMain sales message

Visual elementsImages, including product displayVisual elementsImages, including product display

Windows User

Do we need permission/source line for this ad?


Print ad layout

FormatFormat Arrangement of the elements on the printed pageArrangement of the elements on the printed page

SizeSize Expressed in columns, column inches or portions of a pageExpressed in columns, column inches or portions of a page

ColourColour Mono, spot colour or four colourMono, spot colour or four colour

WhitespaceWhitespace

Marginal and intermediate space that remains unprintedMarginal and intermediate space that remains unprinted


Creative tactics for video and digital

AudioAudio Jingles

Voiceovers

InteractivityInteractivity

Click throughs

Advergames


Planning and production of TVCs


Storyboards Storyboards have numerous applications.

Some of the storyboard’s uses include: presenting concepts to clients for approval a basis for dialogue and negotiation between agencies and clients detecting problems before expensive production commences pretesting before focus groups for consumer acceptance providing guidance to art directors and crew during production.


Creativity and IMC

Kinds of messages

Message consistency

Messagestrategy and

execution

Message structure

Messages and IMC

Guidelines for

evaluation



evaluation

Message strategy

The big idea

Creative process

How to say it



statement

Strategic triad

Creativity


Creative risk-takers


Creative risk-takers (cont.)


The copy platform

1. Advertising problem2. Advertising objectives3. Distinctive feature4. Target audience5. Target competitor6. Positioning7. Creative strategy8. Execution9. Supporting copy points

The copy platform, also known as

creative platform or work plan, focuses energy and keeps

the creative team ‘on strategy’.


Guidelines for evaluating creative output

Consistent with brand’s marketing objectives?Consistent with brand’s marketing objectives?

Consistent with brand’s advertising objectives?Consistent with brand’s advertising objectives?

Consistent with creative strategy, objectives?Consistent with creative strategy, objectives?

Does it communicate what it’s supposed to?Does it communicate what it’s supposed to?

Approach appropriate to target audience?Approach appropriate to target audience?

Communicate clear, convincing message?Communicate clear, convincing message?

Does execution overwhelm the message?Does execution overwhelm the message?

Appropriate to the media environment?Appropriate to the media environment?

Is the advertisement truthful and tasteful?Is the advertisement truthful and tasteful?


Summary and conclusion

Consistency of message is a core aspect of IMC.

Creative messages require a ‘big idea’.

Developing the campaign involves consideration of both message strategy, the advertising appeal and execution.

Message strategies can be broken down into two broad categories: informational and transformational.

Different types of appeals are used depending on consumer involvement, product type and competitive environmental factors.

chapter 9 message strategy and execution

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