Chapter 7 & 8: Strategic Planning and Creative Side

7/28/2019 Chapter 7 & 8: Strategic Planning and Creative Side

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Chap 7: Strategic Planning

Strategic planning is the process of identifying a prob that can be solved with marketingcomm, then determining obj, deciding on strategies and implementing tactics.

Seven princples that link creative thinking and strategic planning to business result:-always start from scratch-demand a ruthlessly simple definition of the business prob

-discover a proprietary emotion

-focus on the size of the idea, not the size of the budget

-seek out strategic risks

-collaborate or perish

-listen hard to your customer.

Business plan

A business plan may cover a specific division of the company or a strategic business unitwhich is a line of products or all the offerings under a single brand name.

Obj for planningto focus on maximizing profit and return on investment (ROI). ROI is ameasurement that shows whether in general the cost of conducting the businessthe

investment- are more than matched by the revenue produced in return.

Corporate plan---corporate strategy---corporate tactics---functional level planning---marketing

plan---marketing strategy---marketing tactics--- advertising plan---advertising strategy---

advertising tactics

Above: strategic planning from top to bottom (business planning involves a set of cascading

objectives and strategies. Corporate obj and strategies are achieved thru planning at the level

of marketing and marketing obj and marketing strategies give direction to marketingcommunication.

-steps in e development of a business plan

Business mission---research(external & internal environment analysis)---goal formulation---

strategy formulation---tactical formulation---implementation---feedback and control

Marketing plan

Developed for a brand or product line and evaluated annually, although sections dealing withlong-term goals might operate for a number of years.

For marcom managers, e most important part of the marketing plans is the marketing mixstrategy, which includes decisions about the target market, brand position, product design, and

performance, pricing, and distribution and marketing communication.

-Steps in e dev of a marketing plan

Identify threats and opportunities---select marketing obj----select target market---develop

marketing mix strategies---design action plans---execute plans---measure result/take action


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Advertising of IMC plan

All of the comm activities needed to deliver on the business n marketing obj in terms ofcommunication obj, strategic, tactics, timing, costs and evaluation. An ads plan seeks to

match e right audience to the right message and present the message in the right medium to

reach that audience. 3 elements-audience insight, message and medium are at the heart of anadvertising plan.

Whats in a campaign plan?

Include a variety of marcom message carried in different media and sometimes targeted todifferent audiences

Typical Campaign Plan Outline

1. Situation Analysis-Bg research

-SWOTs-Key communication prob to be solved

2. Key Strategic Campaign Decisions-Obj

-Target audience

-Brand position:product features and competitive adv

-Campaign strategy:key strategic approach and marcom tools

3. Media strategies-Media obj

-Media selection

-Media planning and buying- vehiclees selection, budget allocation, scheduling4. Message strategies

Key consumer insight

-Message obj

-Selling premise

-Big idea

-Message design and executions

5. Other marcom tools used in support-Pr

-Direct marketing

-Sales promotion-Personal selling

-Sponsorship

-Merchandising, packaging, point of purchase

-Integration strategy

6. Campaign management-Evaluation of effectiveness

-Campaign budget

Identifies key strategic decisions that guide various serious of a campaign plan1. Identify the key prob to be solved based on analysis of SWOTs2. Stating the obj3. Targeting audience


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4. Creating/reinforcing a position5. Identifying the key strategic approach that will deliver e obj6. Using management ctrls to determine the efficiency in budgeting and effectiveness thru

evaluation

Situation analysis

Backgroundingresearching n reviewing e current state of e business that is relevant to ebrand n gathering all pertinent information

SWOT analysis

Stands for strengths, weakness, opportunities and threats Strength and weaknesses are internally focused and e opportunities and threats lie in the

external marketing environment

1. Strengths- positive traits. Conditions,and good situations. Eg. Being growth in industry.2. Weaknesses- negative traits, conditions and situation. Eg. Losing share market.3. Opportunitie- an area in which the company could dev an adv over its competition.4. Threats- trend or dev in the environment that will erode business unless the company

takes action. Eg. Economic downturn/ competition

The campaign works if it creates an impression, influence people to respond, and separates ebrands from e competition.

Obj

Outline what e message is designed to achieve in the long term and how it will be measured.Main effects and obj

1. Perception- grab attention, create awareness, stimulate interest2. Emotional/affective- touch emo, cue e psychological appeal3. Cognitive- Est brand identity, est or cue e brand position, deliver information, aid in

understanding the brand differences

4. Association- es or cue the brand personality or image, create link symbols andassociations

5. Persuasions, stimulate opinion or attitude formation, change or reinforce e opinion orattitude

6. Behavior- Stimulate trial, sample, or purchase, generate other types of responseMeasurable obj

Be benchmarked The panner uses a comparable effort to predict a logical goal

Requirements:

1. A specific effect that can be measured2. A time frame3. A baseline(where we begin)4. The goal


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5. Percentage change(subtract the baseline from the goal, divide the difference by thebaseline)

Segmenting and targeting audiences are importantmarcom strategy is based on accuratelytargeting an audience that will be responsive to a particular type of message, one that will

deliver the obj.

Positioning

How consumer define e product or brand in comparison to its competitors. Is the brand more expensive or less? Difficult to establish and created over time. Once est, difficult to change

Product features and attributes

An initial step in crafting a position is to identify e features of the brand To determine where the brand has an adv over its competitors

Differentiation n competitive adv

A strategy that distinguish the companys product from that of its competitors Parity product-products that really are the same as undifferentiated Marketers often promote intangible/ psychological, differences, particularly thru branding Feature analysis helps structure an assessment of features relative to competitors product to

identify where a brand has an adv

Locating the brand position

1. Superiority position-positioning is always easy if sth is faster, fancier, safer, or newer2. Preemptive position- being first in the category often creates category leadership and

dominance

3. Value position-offering good value for the money4. Psychological position-safety position5. Benefit position-helping and give benefit to the consumers6. Usage position-target audience7. Competitors Strategy-how can the product survive8. Category factors

Repositioning

Can only work if the new position is related to the brands core conceptBrand communication strategy

Hard sell approaches uses reasons to persuade consumers Soft sell approaches build an image for a brand and touch consumers emotions


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Advertisers brand obj Consumers response

Brand identity See/Hear

Brand personality, liking Feel

Brand position, understanding Think/ Understand

Brand image Connect

Brand promise, preference BelieveBrand loyalty Act/ Do

1. Brand identity- consumer knows the brands identification markers. Eg. Logo, name,colour, slogan

2. Brand personality/liking- brand takes on familiar human characteristics, such asloving(Kodak), competent(IBM), trustworthy(Volvo) or sophisticated(Rolex)

3. Brand position/understanding- focus on soul or essence of the brand. Eg. ESPN, sportsinformation

4. Brand image- The richness of the brand image determines the quality of the relationshipand the strength of the associations and emotional connections that link a customer to a

brand. Aka Brand linkage.

5. Brand promise/preference- est an expectation based on familiarity, consistency, andpredictability and believing the brand promise leads to brand preference and intention to

buy

6. Brand loyalty- buying it over and overCampaign strategies and management

Decide how to achieve e objBudgeting

Historical method- may be based on last years budget Objective task method- look at e objectives and determines e cost of accomplishing each

objective

Percentage of sales method- compares the total sales w e total ads budget during e previousyear or the average of several years to compute a percentage

Competitive budget- budget a benchmarks and relates the amount invested in ads to theproducts share of market

Evaluation

Determining e effectivenessAccount planning

E tool that analyzes e research to uncover these consumer insights. Insights- thats whathappened when the light bulb goes off and the planner sees sth in a new way

Planners mission:

-Who?- Target audience

-What?- The message

-Where?- The medium


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Account planning is e research and analysis process used to gain knowledge of the consumerthat is espressed as a key consumer insight about how people relate to a brand or product.

Account planning- a person in an agency who uses a disciplined system to research a brandand its customer r/s to devise ads message strategies that are effective in addressing consumer

needs and wants

Research foundation

Planner use a wide variety research tools to do insight mining In touch w cultural and social trends and understand how the take on relevance in peoples

lives

Account planner is an integrator who brings all of the info together and synthesizerConsumer insight

Insight are e fuel that fires the ideas Consumer insights reveal the inner nature of consumers Ah ha in a stack of research reports, data, and transcripts, which is refered to as insight

mining

Communication brief

Communication brief of creative brief explains e consumer insight and summarizes the basicstrategy decision

The brief is an outline of the message strategy that guides the creative team and helps keep itsideas strategically sound

Should be clear, logical and focusedTypical outline comm brief:

1. Problem2. Target audience3. Consumer insight4. Brand imperatives5. Communication objectives6. Proposition or selling idea7. Support8. Creative direction9. Media imperatives

Planning for IMC campaigns

Obj in IMC planning is to make the most effectives and consistent use of all marcommfunctions and to influence or control the impact of other communication elements

IMC Campaign Planning

Effective IMC plans lead to profitable long term brand relationship Emphasis on brand building is one reason account planning is move beyond advertising and

used in IMC campaign planning.


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Obj

IMC plan operates with a set of interrelated obj that specify that strategies for all of thedifferent tools.

Main IMC areas in terms of their primary effects:

1. PR- announce news, affect attitudes and opinion, maximize credibility and likability,create and improve stakeholder relationships

2. Consumer Sales Promotion- stimulate behavior, generate immediate response3. Trade Sales Promotion- build industry acceptance, push thru the channel4. Point of Purchase- increase immediate sales, attract attention at decision point5. Direct Marketing- Stimulate sales, create personal interest and event6. Sponsorship and Events- build awareness, create brand experience7. Packaging- increase sale, attract attention8. Specialties- reinforce brand identity, continuous brand reminder

Stakeholders

Refers to any group of people who have a stake in the success of a company or brand Include all those who might influence the purchase of products and e success of a

companys marketing program.

Contact Points

IMC program are designed to maximize all the contacts that a consumer and otherstakeholders might have with a brand

Touch points-all the ways and places where a person can come into contact with a brand, all

the points where a message is delivered about the brand

Leads to principle of IMC: all contact points deliver brand messagesSynergy and strategic consistency

Marcom planners biggest concern is creating consistent message. The ultimate differencebetween an ads campaign and IMC campaign is the creation, dev, delivery, and evaluation of

multiplatform messages

IMC planners-to intensify the synergy of the messages so that the brand impact is greater thanwhat can be delivered by any one type of the message

Strategic consistency- message vary with the interest of the stakeholders but the brand strategy

remains the same

Synergy- an organizational problem, one that calls for cross functional planning (everyone

involve in delivering messages/ responding to consumer messages need tobe involved in

planning the campaign)


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Chap 8: the creative side

Media and message strategy work in parallel

Marcomm plan and strategies---message planning (creative brief---message objective)--- big idea---

message execution---(copywriting---design and production---adoption for IMC areas & international

campaigns)--- evaluation(objectives and effects--- copy testing--- performance results)

Marcomm plan and strategies---media planning(target research---media obj---media mix selection---

scheduling and budgeting)---media buying(media tactics---monitoring)---evaluation

Effective marketing comm is not only focused on media and messages but also product ofboth logic and creativity.

Ads itself translate e logic of e planning decisions into a creative idea that is original, attentiongetting, and memorable

To be creative- e message must connect e target audience to the brand in a relevant andunexpected way

E creative element is e most visible-n important dimension of marcommKey players

Copywriters n art directors-responsible for dev e creative concept n crafting e execution of eadv idea.

Broadcast producers be part of the team for tv commercials Creative director manages e creative process and play an important role in focusing the

strategy of ads and make sure e creative concept is strategically on target.

Account planner has helped put e strategy together in the form of a creative brief-involved inproviding both bg n direction to e creative team

Ads creativity is a product of teamwork copywrites n art directors work together to generateconcept, word, n picture ideas

3ps of innovation:

Place, Person, Process

1. Place-environmental research focuses on areas of the agency, office, or workspace settingthat impact on creativity. Eg, image, structure, cutlture, integration n comm

2. Person- idv research provides insight into what makes idv creative. Insight focus on howcreative people think and behave in various ways to prompt their creative juices.Personality and motivation aka passion create, occupy key roles in stimulating idv

creativity.

3. Process- output research focuses on e creative product, e actual campaignRole of creativity

A special form of problem solving In ads, creativity is both a job description and a goal


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Creativity Brief

The art n science of ads come together in e phrase creative strategy. A winning marcomm idea must be both creative and strategive Creative strategy, or message strategy, is what e ads says execution is how it is said Creative strategy n e key execution details are spelled out in a doc called a creative brief Creative brief-prepared by e account planner to summarize e basic marketing and ads strategy

-it gives direction to creative team members as they search for creative concept

Key points in typical brief:

Problem-that can be solved by communication Target audience-and key insight into their attitudes and behavior Brand position-and other branding position, such as personality and image Comm obj-specify the desired response to the message by the target audience Proposition/selling idea-motivate the target to response Media considerationwhere and when e message should be delivered Creative direction- provides suggestion on how to stimulate the desired consumer

response

Brief is an outline form, to be filled in by account planners and given to the creative team Involves structured, logical approach to analysis, which may leave out the intuitive, emotional

message effects

Message obj

To create awareness or announce something, to inform and persuade Obj also to build or change demand for a brandCritical facets of effectiveness:

See/hear-create attention, awareness, interest, recognition Feel-Touch emotions and create feelings Think/understand-deliver information, aid understanding, create recall Connect-Est brand identity and assoc, transform a product into a brand with distinctive

personality and image

Believe-change attitudes, create convivtion and preference, stimulate trust Act/Do-Stimulate trial, purchase, repurchase, or some other form of action

1. Perception-see/hear2. Emotion-Feel3. Persuasion-believe4. Behavior-act5. Association-connect6. Cognition-think/understand

Targeting

Important in planning message strategy Adv clutter-all are the same, try to grab their attention


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Brand and positioning

Brand positions and brand images are created thru message strategies and brought to life thruadvertising executions

Finding the right position is difficult enough, but figuring out how to communicate thatposition in an attention-getting message that is consistent across multiple executions andvarious media is difficult

Brand comm creates symbols and cues that makes brand distinctive and brand personality cues Brand salience-brand is visible and has a presence in the marketplace, consumers are aware of

it, and the brand is important to its target market

Brand salience-measured as top of mind awareness-another obj for branding and positioningcampaing is to create trust

Message strategies

Planners search for the best creative strategy-e approach that makes e most sense given ebrands marketing situation and e target audiences need and interest.

Strategic approach

Head and heart-cognitive obj generally speak to the head n the affective obj are more likely tospeak to the heart.

A strategy is also designed to inform the mind as it touches the emotions Hard sell is an informational message that is designed to touch the mind and create a response

based on logic.

-E assumption is that the target audience wants information and will make a rational product

decision

A soft sell uses emotional appeals or image to create a response based on attitudes, moods andfeelings

-e assumption is the target audience has little information search and will respond more

favorably to a message that touches their emotions or present an attractive brand image

-can be used for hard product

-sometimes, high emotion works

-some cases, ads designed to stir emotions didnt work:

Too manipulative Raised in appropriate emotions

System if strategies

Six creative strategies that address various types of message situation. These terms useful to identify some common approaches to message strategy


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Frazers six creative strategies

Strategy Descri ption Uses

Preemptive Uses a common attribute or benefit,but brand gets there first-forces

competition in me too positions

Used for categories with littledifferentiation or new

product categoriesUnique selling proposition Uses a distinct difference in attributes

that creates a meaningful consumer

benefit

Used for categories with highlevels of tech improvement

and innovations

Brand image Uses a claim of superiority ordistinction based on extrinsic factorssuch as psychological differences inthe minds of consumers

Used with homogeneous, lowtech good with littledifferentiation

Positioning Est a place in the consumers mindrelative to the competition

Used by new entries or smallbrands that want to challengethe market leader.

Resonance Uses situation, lifestyles and emotions

with which the target audience canidentify

Used in highly competitive,

undifferentiated productcategories

Affective/anomalous Uses and emotional, sometimes evenambiguous message, to break thru

indifference

Used where competitors areplaying it straight and

informative.

Table show that one competitor tries to build a position or lay claim before othersenter the market

Taylors strategy

1. A model that divides strategies into e transmission view which is similar tothe more rational head strategies and the ritual view which is similar to the

more feeling based heart strategies

2. Then it divides into 3 segments:-ration(rational), acute need, routine on e transmission side

-and ego, social,

-and sensory on the ritual side

Strategic formats

Lectures and dramas

Basic literary techniques to reach head or the heart of the customerLecture

a serious instruction given verbally speaker present evidence and uses a techniques such as an argument to

persuade the audience

adv: relatively inexpensive to produce are are compact n efficient talking head-aanouncer who delivers a lecture about a product can be public figure-doctor, artist, political leader


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Drama

relies on the viewer to make inferences about e brand sometimes e drama in the story that e reader has to construct around the cues

in the ad

thru ads, advertisers tell stories about their products-character speak to eachother, not to the audience

can be funny and can be serious viewer take the lesson from them and by applying those lessons to their

everyday lives

Psychological appeal

used to describe a message that appeals primarily to the heart. An appeal connects with some emotion that makes the product particularly attractive

or interesting. Eg, security, esteem, fear, sex and sensory pleasure

Selling strategies

Speak to the head with a sales message. A selling premise states the logic behindthe sales offer.

A premise is a proposition on which an argument is based or a conclusion isdrawn

Usually rational approach and appeal to the head Basic selling premise is designed to sell a product based on a tested principles, or

selling premise that have been shown to work time after time

Managers must identify the products features in terms of those that are mostimportant to the target audience.

Another type of selling premise is a claim, which is a product-focused strategythat is based on a prediction about how the product will perform.

A rational, prospect-centered selling premise identifies a reason that might appealto potential customers and motivate them to respond

Rational customer focused selling premises:1. Benefit

Emphasizes what e product can do for the user by translating the product

feature or attribute into something that benefit the customer2. Promise

Benefit statement that looks to the future and predicts that something

good will happen if you use the product

3. Reason yEmphasizes on the logic behind u should buy sth, although e reason

sometimes is implied or assumed

4. Unique selling propositionBenefit statement that is both unique to the product and important to the

user


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Other message formula1. Straightforward message

Factual of informational, conveys information w/o any gmmicks,

emotions, or special effects

2. DemonstrationFocuses on how to use the product or what it can do for u

3. ComparisonContrast 2 or more products to show e superiority of the ads brand.

Comparison can be direct with competitors mentioned or indirect with

just reference to other leading brands

4. Problem solution message aka product as heroMessage begins with a problem and then showcase the product as the

solution. A variation is the problem avoidance message format, in which

the product helps the consumer avoid e prob.

5. HumorCan be useful creative stategy-using a comedian coz it grabs attention andis memorable

6. Slice of life messageAn elaborate version of a prob solution staged in the form of a drama in

which typical people talk about common prob and resolve it

7. SpokepersonAka spokes-character, brand icon or endorser format

The ads feature celebrities we like, created character, experts we respect

or someone just like us whose advie we might seek

Spokeperson speaks on behalf of the product to build credibility

8.

TeasersMystery ads that dont identify the product or dont deliver enough info to

make sense, but they are designed to arouse curiosity.

Often used to launch a new product

The use of celeb as spokesperson, endorsers, or brand symbols is an importantstrategy coz it associates e brand with a famous person and qualities that make that

person important

Another aspect of celebrity effectiveness is their appeal or influenceMatching messages to obj

The facets model can be helpful in thinking thru obj n their related strategies:1. Messages that get attention

-Ads needs to get exposure thru the media buy and get attention thru the message

-Getting consumers attention requires stopping power

-Creative ads breaks thru e old patterns of seeing and requires stopping saying

things-the unexpectedness of the new idea

2. Messages that create interest-Keeping attention reflects the ads pulling power

3. Message that resonate-Ads that amplify e emotional impact of a message by engaging a consumer in apersonal connection with a brand are said to resonate with the target audience


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4. Messages that create credibility-Ads sometimes uses a credibility strategy to intensify the believability of a

message

-Using data to support /prove a claim is critical

-Designed to give consumers a reason to believe in a brand by cementing

conviction5. Messages that are remembered

-Not only do messages have to stop(get attention) and pull(create interest) but they

also have to stick in memory, which is another important part of the perceptual

process

Repetition is used both in media and message strategy to ensure memorability Clever phrase are useful not only coz they grab e consumers attention, but also coz

they can be repeated to intensify the memorability-slogans, tagline n key visual

Key visual is a vivid image that the advertiser hopes will linger in the viewers mind Colour can be a memory cue

6. Messages that touch emotions-Create feeling-based responses. Eg, love, fear,anxiety, envy, sexual attraction,

happiness, joy, sorrow, safety n etc.

7. Messages that inform-Provide info focused

-Delivered by publicity stories, information focused

8. Messages that teach-Are designed to teach, such as demonstrations that show how sth works or how to

solve e prob-To explain sth. Eg, why it is important to brush your teeth

9. Messages that persuade-Are desgined to affect attitudes and creat belief

-Particularly good are testimonials and messages that create word of mouth about

the product

10.Messages that create brand assoc-Brand takes on a distinctive character and meaning

-Image ads- to create a representation of a brand and image in a consumers mind

thru symbolism

-Brand with a certain type of person or lifestyle-Often created thru visual

11. Messages that drive action

-Drive people to act by offering something free or at discounted sales price

-Ads end with a signature of some kind that serves to identify the company or

brand

-also serve as call to action and gives direction to the consumer about how to

respond. Eg, toll free phone number

Reminder ads n coupons shows continuity program, designed to keep the brand name in frontof customers to encourage their repeat business


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Tangible and intangible product attributes

The product---tangible characteristics(size, features, color, durability, package, taster, others)--

-message strategy to represent the product---ads message---product interpretation and

evaluation by customer

The product---intangible characteristics(style, quality, image, prestige, warranty, brand name,

others)--- message strategy to represent the product---ads message---product interpretation and

evaluation by customer

Marcomm n ads are creative idea business Idea is a thought or a concept in the mind. Formed by mentally combining pieces and

fragments of thought into something that conveys a nugget of meaning

Its a form of construction-a mental creation Use term concepting to refer to the process of coming up with a new idea Cliches are the most obvious example of generic, nonoriginal, non-novel ideasCreative big ideas

Big idea/creative concept becomes a point of focus for communicating the messagestrategy

Can be risky coz they are different m by definition untested An idea is a thought that comes from placing 2 previously unrelated concepts together

ROI of creativity

An effective ad is relevant, ori and has impact Ideas have to be relevant and mean something to the target audience. Ori means one of a kind-an ads idea is creative when it is novel, fresh, unexpected and

unusual

Impact means it makes an impression on the audience Copycat ads-using an idea that someone else has originated

Creative leap

Usage of different ways of thinking in differ situation Divergent thinking is used to describe a style of thinking that explores multiple

possibilities rather than using rational thinking to arrive at the right or logical conclusion

Another term for divergent thinking-right brain thinking-intuitive, holistic,artistic, andemotionally expressive thinkingleft brain thinking-logical, linear and orderly

Thinking outside the box-creative idea looks at the prob in a different way, from diff angle The concept leap from one to another. Eg. Durable tire to protecting your family Research indicate that creative people tend to v indie, assertive, self sufficient, persistent,

and self-disciplined, high tolerance for ambiguity, risk taker, powerful ego that are

internally driven, dont care much about group standards and opinions and typically have

inborn skepticism and strong curiosity


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Characteristics of creative people:

1. Problem solving2. Playful3. The ability to visualize4. Open to new experience5. Conceptual thinking

How to get an idea

Outline the creative process1. Immersion2. Ideation3. Brainfag4. Incubation5. Illumination6. EvaluationBrainstorming

A group of people work together to come up with ideas Group assoc stimulates far more idea that any one person could think of alone. Group become idea factory To remain positive and defer judgement No distractions and interruptions Covered with sheets of paper on which to write ideasOriginal and unexpected idea techniques:

a. What if?b. An unexpected assocc. Dramatize the obviousd. Catchy phrasinge. An unexpected twistf. Play on wordsg. Analogy n metaphorh. Familiar and strangei. Twisted clichj. Twist the obviousk. ExaggerationAvoid:

- The look alike/copycat- The tasteless

Extension: An idea with legs

Big idea that is gives legs to a campaign

Serve as an umbrella concept


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Adaptation

Standardizing the campaign across multiple markets exists Be a universal across markets

Evaluation

Structural analysis-keep the message strategy and creative concept working together, alongwith the head and heart appeals.

Steps:

1. Evaluate the power of narrative or story line-heart2. Evaluate the strength of the product claim-head3. Consider how well the 2 are integrated-how the storyline brings the claim to life

Copytesting-formal method to evaluate e effectiveness of an ad either in draft form /after it hasbeen executed

To evaluate e results, the obj need to b measureable which means they can b evaluated todetermine e effectiveness of the creative strategy

Uses variety of tools to measure and predict the impact of the ads Vampire creativity-message is so creative that e ads is remembered but not the product


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Chap 11: Media Basics

Media

Referring to the way messages are delivered to the target audiences and increasingly, back tocompanies as well as among audience members

Go between step in the communication model-the way messages are sent and returned by thsource and receiver

Media classifications

Medium refers to a specific type. Eg, tv Media vehicle is a specific tv program, n/p, magazine or radio station or program Buys-print/internet space-radio/tv Media refer to mass media, the communication channels thru which messages are sent to

large, diverse audience

It reach large audience simultaneously and uses tech systems or device to reach them

Broadcasting media-cast their audio and visual signals broadly to reach mass audiences Niche media- comm channels thru which messages are sent to niche segments-identifiable

groups of people with a distinct common interest

Distinction between mass n niche not necessarily based on size Other categories of media refer to the way the media transmit the messages Addressable media- Eg. Internet, email, telephone used to send brand messages to specific

geographic and electronic addresses.

They are particularly helpful in keeping in touch with current customer or with brandcommunities.

Interactive media-Eg. Phone n internet, allow 2 way comm between companies and customerand between among customer Measured media-ability of media planners to analyze the cost of a media buy relative to the

size for the mediums audience

Media landscape uses the following categories:1. Tv-network, cable, syndication,spot, Hispanic2. Radio-network, national, spot, local3. n/p-national, local, hispanics4. Magazines-consumer, B2b, Sunday, local, Hispanic, international5. Internet6.

Outdoor

7. Branded ent All marcomm messages other than personal messages are carried by some form of media IMC media convey messages eg, brand publicitiy and sales promotion offersFunction of media

All marketing areas uses a variety of media to deliver messages to customer Traditional mass media-one way process from the source to the receiver Media are interactive coz they offer opportunities for dialogue and 2 way conversation Media also offers opportunities for engagement Media are also contact points in that they connect a brand with audience and ultimately

touch their emotions n engage their minds.


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Evolution of media roles

1. Print era-ink and print images reproduced as n/p, magazines and poster2. Broadcast era- visual and audio information in the form of radio and tv programs

originally transmitted thru air waves but now also distributed by cable and satellite

3. Digital era-electronic info transmitted thru internet but like broadcasting not alsodistributed thru cable and satellite Every tech adv has threatened the older media whose managers feared their medium was on

the edge of extinction

A more serious shift-21st cent as computers and e internet personalize media and bringchanges unlike any ever encountered in the history of media

Personalization is e answer to e commoditization point Another medium that delivers personalization is word of mouth-powerful new force in

marcomm coz its inherent persuasiveness-u tend to believe what u hear from a friend, family

members or other important influencer in your life

Older media also adapt by adopting some of the advances of new media which createsconvergenceEg. Tv become centre of the digital living room-tv for playing games

Key media players

Media salespeople-work for a specific vehicle, with the obj of building the best possibleargument to convince media planners to use the medium they represent

-Media sales person responsible for assembling packets of info, or sales kits, on the medium

he or she represents

Media reps/brokers-people who sell space and time for a variety of mediaBuying side key players-determine the best way to deliver a message aka media planning

Media researchers-compile audience measurement data, media costs and availability data forthe various media options being considered by the planners

Media planners-develop the strategic decisions outlined in the media plan and which type ofmedia to use to reach specific types of audiences

Media buyers- implement the media plan by contracting for specific amounts of time or space.-Media buyers expected to maintain good media supplier relations to facilitate a flow of info

within the fast changing media marketplace

Media buying companies-indie companies that specialize in doing media research, planningand buying-may spin off from the media dept in an ads agency but coz they are now indie company, they

work for variety of clients

Fundamental of media strategy

Media placement id often the largest single cost item in a marcomm budget especially forconsumer goods and services

Coz of the huge amount of money spent on measured media n nontraditional media, decisionabout how e money is to b spent are carefully analyzed and justified in the media planning

process


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Media plan

E challenge marcomm face is how to manage all of the media opportunities and yetmaximize e efficiency of budgets that are inevitably too small to do everything of their

goals

All of this decision making comes together in a media plan-identifies e best media to useto deliver an ads message efficiently to a targeted audience

E goal is to balance message impact and cost----maximizing impact while minimizingcost.

Marcomm planning

Marcomm planning---media planning(target n media research, media obj, media mix

selection, scheduling n budgeting)----media buying(media tactics, monitoring)---evaluation

Marcomm planning---message planning(creative brief, message obj)----big idea---message

execution(copywriting, design n production, adaption of IMC areas n internationalcampaigns)---evaluation(obj and effects, copy testing, performance results)

Key strategic media concepts

Media mix-various types of media are strategically combined to create a certain kind ofimpact

-Multiplatform-multichannel n multimarcomm area

Targets and audiences-matching e advertisers target audience w e audience of particularmedium

Media experience of audience groups1. Traditionalist-grew up w magazines, newspapers n radio2. Boomers-who in their 50s n 60s, always had thos 3 types of media but also grew up with

tv

3. Gen Xers- who are now in their 30s n 40s, grew up not only with e media of thepreceeding generations, but also with tape recorders, Walkman portable radio, video

games, VCRs and cable TV

4. Gen Yers- who are twenty sth, had all e above media, but also grew up with e computers nsatellite, internet, cd and cellphones

5. Millennials-most recent generation, have grown up with dvd, tivo,satellite radio,ipods,smartphones, and more recently they have witnessed with e introduction of myspace,fb ntwitter

Media planners challenge is to know which media best reach with audiences according totheir ages

The basis for e buy

Exposure-have to be exposed to a message before any other effect is possible-similar to circulation for tv in that its a rough estimate of the number of households watching

a program

Impressions-one persons opportunity to be exposed one times to an ad in a specific vehicle-can be added up as a measure of e size of e audience either for one mediumor for a

combination of vehicles in a media mix


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-estimate the readership/opportunity to be exposed

Circulation-copies sold-doesnt tell u much about the actual exposure of a print ad

Gross impression-estimate of total impressions-very large difficult to work with

Ratings-used by radio n tv industriesEasier measurement to work with coz it converts e raw figure to a percentage of households

Share/share of audience-percent of viewers based on the number of sets turned on-share figure always larger than rating

Reach and frequency

Reach-percentage of the media audience exposed at least once to the advertisers messageduring specific time frame

Frequency-number of times a person is exposed to e adsIntrusiveness

Ability of a medium to grab attention by being disruptive or inexpected-primary strategy for countering clutter

-to grab attention of inattentive media consumers

-most intrusive medium is personal selling coz the sales representatives presence demand

attention

-more intrusive, more personalized but more costly to use

-if message too disruptive/irritating, may not help build a positive brand relationship

-minimize: choose media whose target audience is intrinsically interested in the product

category

Media environment changing

Marcomm media are in an incredible state of flux, partially coz of e introduction of ecomputer n the internet, but also coz of e way people choose to spend their time

IMC and media

IMC-creating, sustaining n strengthening brand r/s over time R/s marketing-a concept that originated with public relations, shifts e focus from e obj of

getting a one-time purchase by a target to the maintenance of long term involvement from all

of the firms critical stakeholders.

Roles of IMC media

1. Deliver message2. Create interaction3. Build relationship4. Engage minds5. Touch emotionsChannels to contact points

Contact points are the various ways a consumer comes in contact with a brand


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E view of mediamoves from traditional media and the media of various marcomm functions toexperiential contacts that in previous ads dominated media plans werent generally considered

to be media. Eg, word of mouth n customer service

Opportunities are found in a huge variety of vehicles including everything from the traditionalmedia to new media

Contact point-everything that delivers a message to a stakeholder about a brand All contact points deliver brand messages Touch points is a brand experience that delivers a message that touches emotions leading to

positive n negative judgement

Critical touchpoint-one that connects e brand and customer on an emotional level and leads toa yes or no decision about a brand r/s

Experiental marketing-touch point strategies and programmes use events and store designamong other means, to engage consumers in a personal and involving way

E goal is to intensify active involvement beyond e more passive activity of reading viewing,and listening to the traditional media.

Idea is to connect with consumers in ways that create higher level of engagement n lastingbonds with a brand

Packaging

A package is a both a container and communication vehicle, and it works in the store n inthe home or office.

When package works in unison w other marcomm, not only catches attention n presents afamiliar brand image, it can communicate critical info and tie back to a current campaign.

Package is the focus of ads

Can deliver customer benefit Offers a way to deal with an ethical issue that bedevil marketers-product ingredient and

health effects labeling

Word of mouth

Buzz is important coz it mean people are talking about a brand Recommendation of others are highly persuasive E goal is to get e right people talking about e brand and having them say things in support of

the brand

Viral communication

An online buzz, viral communication describes the way a message spreads on the internet. Viral marketing strategies are designed to create a groundswell of demand for a brand E spread of message depend totally on consumer creating buzz thru their own sns.Customer service

Represent a companys attitudes and behavior during interactions with customer These interactions send some of the most impactful brand message that customer

receive

If the interactive experience positive, it will strengthen e customer r/s Important contact points coz delivers positive/negative brand exp is reflected


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Guerilla marketing

Hot area of marcomm Uses the power of involvement to create memorable brand experience This place based strategy create unexpected personal encounters with a brand Use creative ways to reach people where they live, work and walk to create a

personal connection and a high level of impact

Has limit reach but high impactProduct placement

A brand appears in tv program, movie or even in print as a prop With product placement, company pays to have verbal /visual brand exposure in a movie/tv

program

It isnt intrusive as conventional ads and audiences cant zap e ads, as they can for tv ads Make e product star or at least be assoc with a a star It demonstrates product use in natural setting by people who are celebrities Prob-may not be notice, not match between the product and the movie and its audience,

advertisers have no idea either the movie will be success or failure, unethical portray

Video games

Other alternative after frustrate trying to reach young people with traditional ads onmainstream media

Use by youngstersBranded ent

To engage consumer with brands with brands by using the media of ent Brand is integrated into the storyline Webisodes have created a new form of webs adsPromo included

1. Launch parties-celeb and model depicted the shows characters2. Website-dedicated website featured all of the shows info3. Text messaging-mating game tips were sent by the shows main characters4. Interactive billboards-consumer could text a message that would change the image

in the billboards5. In store video trailers-special display and flat screen were used to promote the

show

6. Sweeptakes-prize were given away, merchandising n etcMobile marketing

Cell phone has become e all purpose personal comm tool Smartphones have computing and photographic capabilities n can acces e internet n do all of

the old telephone functions

Combine features:1. Calling2. Messaging


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3. Watching video4. Listening music5. Instant messaging n etc

Mobile marketing-as the use of wireless media, primarily cellular phones and personal digitalassistant

Includes laptop and even portable game consoles that can deliver content and encourage directresponse withing a cross media communication program

Includes instant messaging, video messages and downloads and banner ads on mobile devices The way to be less intrusive is to be more relevant and offer opt in optionsBranded apps

Short for application A piece of software than runs on your computer/cell phone/ sns

Thousands apps are available that serve as links to other sites or provide some kind ofimmediate service

Other apps offer more utilityOther new media

Mobile marketing, streaming videos from professional media companies are joininghomemade creations like those from u-tube and appear not only on personal

computers but also on smart phones

Viral video-an interesting video from a variety of sources to be sent from one friend toanother friend in a vast network of personal connections

Nontraditional media adv and limitations

Medium Adv Limitations

Packaging 1. Stimulate point of purchase decisionmaking

2. Last ad a potential customer sees3. In home is brand reminder on shelf4. Billborading effect can dominance

shelf5. Reinforce brand ads6. Delivers product info7.

Packaging cost are required,conveying promotional message is a

bonus

1. Clutteredenvironment

2. Shelf space may belimited

3. Can get inconvenientplacement-such asbottom shelf

4. Limited space needssimple message5. Need system ROIevaluation

GuerillaMarketing

1. Engage people at unexpected places2. Highly involved3. Create high level of excitement4. Generates buzz

1. Small reach2. Needs publicity

Product Placement 1. Harder to dismiss as ads2. Opportunity for high visibility in

natural setting3. Opportunity for brand reminder

1. May be overlookd2. Vehicle may not

match the brandspositioning

3. Not as much ctrl overbrands presentation

4. Hard to ctrl targeting


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5. Hard to measureeffectivenes

Branded ent 1. The program is a vehicle for thebrand

2. Can reach new media savvyaudiences

3. Harder to dismiss than ads4. Takes adv of power of film and

engaging storyline5. More ctrl over brand presentation

than product placement6. More time to develop brand

personality7. Opportunity for repitition

1. Viewers may resentthecommercialization of

program/games2. Needs marketing

support3. Effectiveness are still

in development

Mobile marketing 1. Goes everywhere the target goes2. Opportunity for location based

message

3. The most personal of all media-alsomost social4. Reaches the technology savvy

1. Small screen2. Unwanted message

can be irritating

3. Hard to typemessages on smallkeyboards

4. Effectivenessmeasure are still in

development5. Needs technology

literacy

Branded apps 1. Opportunity for continuing brandcontact

2. Engage attention3. Links social media and their users

brands4. Provide utility functions for brands5. Strictly opt in

1. Started free, but nowsome are changingwhich create irritation

2. On cell phones,limited by smallscreen size

3. Opportunity fortracking use

Documents

Chapter 7 & 8: Strategic Planning and Creative Side