Means-End Conceptualization of Components for Advertising Strategy

The product attributes Consumer Benefits Leverage points Personal values The Executional framework 1. IPL Hindi What does the marketer wish to communicate? How does it benefit the consumer? What helps communicate the message?

Avenger Cadbury Parle Quikr Nissan

Personal Values
Comfortable life Equality Excitement Freedom Fun, Exciting life Happiness Inner peace Mature Love Wisdom Personal Accomplishment Pleasure Salvation Security Self-fulfillment Self-Respect Sense of belonging Social acceptance

Executional Framework
Animation Slice-of-life Dramatization Testimonial Demonstration Fantasy Informative

Cognitive Personality Factors

Need for cognition (NC)
A persons craving for enjoyment of thinking Individual with high NC more likely to respond to ads rich in product information

Visualizers versus verbalizers

A persons preference for information presented visually or verbally Verbalizers prefer written information over graphics and images.

Visualiers Verbalizers

Verbalizers Verbalizers

Means-End Conceptualization of Components for Advertising Strategy

MECCAS

Creative/Message strategy brief

Step 1 : Determining communication objective Step 2 : Selecting a selling strategy

15

Message strategy brief

Step 1 : Determining communication objective Cognitive path Affective path Behavioral path

16

Message strategy brief

Step 1 : Determining communication objective Cognitive path: create awareness of the brand, or opportunity to use it or buy it , educate about brand use , explain how it can solve a problem create or increase brand knowledge & understanding

17

Message strategy brief

Step 1 : Determining communication objective Affective path : create or change a brand image or personality , create or change attitudes & brand liking , ignite a desire or need , create or strengthen an association or strike an emotional chord

18

Message strategy brief

Step 1 : Determining communication objective Behavioral path : Increase trial , purchase & repeat purchase , inspire customers to talk about the brand , inspire visiting the showroom , website or inquiring about the brand.

19

Message strategy brief

Step 2 : Selecting a selling strategy Benefit : how a product satisfies a customers N/W/D. Promise : a statement describing what good things will happen if a person uses a product Features : attributes that give a product a distinct difference USP : products most distinctive difference from competitors
20

Step 2 : Selecting a selling strategy Generic Pre-emptive Informational Credibility Emotional

21

 Step 2 : Selecting a selling strategy Generic :basic benefit/feature of a pdt , not brand specific Pre-emptive : attribute/benefit first to use Informational : facts about the brand Credibility : heightens conviction decreases the perception of risk Emotional : affective level
22

Step 2 : Selecting a selling strategy Association Lifestyle Incentive Reminder Interactive

23

 Step 3 : Selecting a selling strategy Association : psychological connect between a brand & its customers & prospects Lifestyle : use of situations & symbols of lifestyles that target audience can identify with or aspire to Incentive : rewards customers to respond quickly Reminder : top-of-mind Interactive : creating a 2-way communication
24

 Types of Appeals

 Fear Fear Fear Fear Severity Vulnerability Products Strength of the appeal High persuasiveness

Humour Humour Humour Humour Best technique to cut through the clutter A -> I -> D -> A Watch -> Laugh -> Remember Most likeable Highest used appeal Awards Cuts across cultures

Music Music Music Music

Intrusive Ties the product to the music High on emotional appeal Musical memory -> Long term recall Higher on persuasion Known music/song : transfer of emotional affinity on to the product Original music : can be matched to the characteristics of the brand

 Subliminal techniques

Subliminal Perception

In the 1950's, James Vicary claimed he had inserted hidden images into the movie "Picnic." In between scenes, Eat popcorn and Drink Coke flashing on the screen reportedly increased sales of both items during the movie when it was shown at a New Jersey theater.

Subliminal Perception

Legal?

Subliminal Techniques

Sensuality Sexual suggestiveness Nudity Overt sexuality

Effectiveness of sex appeals: Ad recognition vs Brand recognition Relevance of products Subject overshadows the story/brand More attractive, More interesting A -> I -> D -> A ? A -> I -> D -> A Religion, cultures, value systems

 Ethical issues : Models perpetuate dissatisfaction -> thinness

Logic/Rational appeal Based on HOE Models B2B High involvement products Print vs TVC vs Radio Magazines,

 Emotional appeal

 Scarcity Limited edition Just for today Hurry Till stocks last

 FAL DOVE NIKE

Sources and spokespersons

Celebrities Experts CEOs Typical persons

Sources and spokespersons

Increase brand equity Transfer of emotional bond Profound impact on younger customers

Source characteristics
Attractiveness
Physical Personality

Similarity Likeability Trustworthy Expertise

 Physical Attractiveness Likeability

 Personality Trustworthy Expertise

 Personality Likeability Expertise

 Expertise Trustworthy

Physical Persoanlity Likeability Similarity

Physical Personality Similarity Likeability Trust Expertise

IMC IMC CS Definitions Obama Position AFLAC Concepts HB Changing Landscape ROM Value Complexities Challenges STP Basis of designing IMC programs IMC Partners IMC Channels IMC Planning Internet Creative Brief Mascot Advertising Theories Events Appeals Product Design Placement Message strategies

IMC Theory Brand Decision Making Process Corporate Communication Ethics, Social Responsibility Evaluation of IMC Programs IMC Media Channels Advertising PR DB Marketing Buzz Marketing Guerilla Marketing Alternative Marketing IMC CS Sales Promotion/Trade Tata Steel promotions DNA Channel Marketing Molson Loyalty Programs Canadian Packaging UCB Viral Marketing SB Celebrity KBC

Internal Evaluation 26/07/13

1. Definition of IMC as given by Don Schulz? (2) 2. Starbucks is a mass product with niche targeting? True / False . Explain your answer ( 4) 3. What are the differences between Big Idea and stickiness? (4) 4. Explain any two types of IMC budgeting ? (4) 5. What is brand parity? What is the consequence of BP? What should be the marketers objective in case of BP? (1,2,2)