Deciding How to Deliver Your MessageCommunication StrategyPositioning Strategy

WHAT to say? WHO to target? WHAT’s the goal? HOW to say?

Message Content Markets Mission Message

DesignMessage

DesignMedia

Strategy

Money Measure

Which Way to Communicate?

VS.

Rational Emotional

Rational Appeal Types

TestimonialsDemonstration ComparisonsSpokesperson

Demonstration

How much better is it?

Let me show you!

Demonstration Example

Man shavingMan shavingClose-up of

blades

Blades going through the

hair

Which photo is the demonstration?

Doesn’t show HOW it will deliver:

the mechanism of action

How Demonstrations Are UsedThe concept is the same, no matter the product.

Why do they work? Show the mechanism of action.

Positioning Statement

Reason to Believe

Target Segment

Point(s) of Difference

Frame of Reference

Consider demonstrating WHY this product

can deliver

Spokesperson Pros & Cons

Quality shoes

Improve athletic ability?

Believable correlation

Is the Endorsement Credible?

Spokesperson Pros & Cons

Product

Spokesman

Correlation:

Both Swiss?

Precision over power?

Expensive?

Is the Endorsement Credible?

Spokesperson Pros & Cons

Are They Winning?

Alternative Spokespersons

Say exactly what you want

Do what you want

For much less money!

Testimonials

• Provided by user who is NOT paid

• Assumption: If someone is paid, the message is less credible

Product ComparisonsA Rational Appeal Based on Specific Criteria

Very effective, but follow the law!

Read our research:

A Theory of Combative Advertising

by: Yuxin Chen,Yogesh V. Joshi,

Jagmohan S. Raju, and A. Jon Zhang

Which Way to Communicate?

VS.

Rational Emotional

Types of Emotional Appeals

Positive Negative

Positive Emotional Appeal

Positive Emotional Appeal

Positive Emotional Appeal

Brought to you byour brands:

Why That Choice?

• Many divisions uncomfortable with original ad

• Unsure of relationship to P&G brands

• Unsuccessful compromise: placed brand names at the end

Corporate Image Advertising

Positive emotions

transfer to the company

Not right for every company

Corporate Image AdvertisingIs it right for my company?

Sanjay K. Dhar James H. Lorie

Professor Of Marketing

Negative Emotional Appeal: Fear

0

10

10

Effectiveness

Fear

Too LITTLE Fear

Too MUCH Fear

• Not Believable

• Not Pleasant

Why Too Much Fear Doesn’t WorkInsights from Research

“I didn’t see that commercial.”

Buy our product!

Using Fear Effectively

0

10

10

Effectiveness

Fear

FEAR + HUMOR = A Good Balance

Using MODERATE levels yields

better results