Chapter 3 MKT522 Marketing Communications Analysis PDF

Because learning changes everything.® 3.1 Overview of Communication Process C5 3.2 Source Factors C6 3.3 Choosing a Celebrity Endorser C6 3.4 Message Factors C6 Chapter 3...

Because learning changes everything.® 3.1 Overview of Communication Process C5 3.2 Source Factors C6 3.3 Choosing a Celebrity Endorser C6 3.4 Message Factors C6 Chapter 3 3.5 Channel Factors C6 Analyzing the 3.6 Determinants of Creativity in Communication Process Advertising C8 3.7 Creative Strategy Development C8 3.8 Appeals and Execution Styles C9 3.9 Creative Tactics C9  3.1 The Overview of Communication Process Communication Passing of information. Exchange of ideas. Process of establishing a commonness of thought between sender and receiver. Success depends on many factors. Nature of message, audience’s interpretation, environment, receiver’s perception of source and medium used to transmit message, etc. Language is a major barrier to effective communication. Challenging for companies marketing their products abroad. © McGraw Hill 2  A Model of the Communication Process Access the text alternative for slide images. © McGraw Hill 3  3.2 Source Factors 1 Sources Person involved in communicating a marketing message. Direct source: Delivers message and/or endorses product or service. Indirect source: Draws attention to and enhances appearance of ad. © McGraw Hill 4  Source Factors 2 Source Credibility Credibility: Expertise: Recipient sees source as having relevant knowledge, skill, or experience. Trustworthiness: Recipient trusts source to give unbiased, objective information. Internalization: Adopting the opinion of a credible communicator and believing information from that source is accurate. May become internalized into receiver’s belief system. © McGraw Hill 5  Figure 6-2 Source Attributes and Receiver Processing Modes Access the text alternative for slide images. © McGraw Hill 6  Source Factors 3 Source Credibility continued Enhanced by: Applying expertise. Applying trustworthiness. Using corporate leaders as spokespeople. In this ad, Dove promotes the fact that it is recommended by experts in skin care. © McGraw Hill Source: Dove by Unilever. 7  Source Factors 4 Source Credibility continued Limitations of credible sources: High- and low-credibility sources are equally effective when arguing for a position opposing their own best interest. Sleeper effect: Persuasiveness of a message increases with passage of time. © McGraw Hill 8  Source Factors 5 Source Attractiveness Attractiveness: Characteristic that encompasses similarity, familiarity, and likability. Identification: Receiver is motivated to seek some type of relationship with a source. Adopts similar beliefs, attitudes, preferences, or behavior. If source changes position, receiver might also change. © McGraw Hill 9  Source Factors 6 Source Attractiveness continued Source characteristics: Applying similarity. Communicator and receiver with similar needs, goals, interests, and lifestyles. Consumer feels empathy for person in commercial. Using everyday people that customers can easily identify with. Applying likability: Using celebrities. Movie stars, athletes, musicians, public figures. Stopping power: Draw attention in cluttered media environment. Enhance customer’s view of product or service image or performance. © McGraw Hill 10  Source Factors 7 Source Attractiveness continued Limitations of using celebrities: Overshadowing the product. Overexposure. Target audiences’ receptivity. Risk to the advertiser. Return on investment must be Under Armour recently collaborated considered. with Dwayne Johnson to create a new product line called “Outlaw Mana” which features a full line of clothing and shoes for both men and women. © McGraw Hill Source: Under Armour, Inc. 11  Source Factors 8 Source Attractiveness continued Understanding the meaning of celebrity endorsers. Perspective on celebrity endorsement developed by Grant McCracken. Celebrities’ effectiveness as endorsers depends on culturally acquired meanings they bring to endorsement. A celebrity brings their meaning and image into ad and transfers them to the product. The meanings a celebrity gives to the product are transferred to the consumer. Advertising industry refers to the cultural meaning that a celebrity spokesperson brings as “borrowed equity.” © McGraw Hill 12  3.3 Choosing a Celebrity Endorser 1 Celebrity Factors Match with audience and product/brand. Overall image. Cost. Trustworthiness. Risk of controversy. Familiarity and likability. Choice between celebrity or social media influencer. Companies use Q-scores and other research methods. © McGraw Hill 13  3.4 Message Factors 1 Message Structure Order of presentation: Strongest arguments presented early or late in message but not in the middle. Primacy effect: Information presented first is most effective. Recency effect: Arguments presented last are most persuasive. Where to place depends on: Target audience’s receptivity to message. Length of message. Medium used to communicate message. © McGraw Hill 14  Message Factors 2 Message Structure continued Conclusion drawing: Messages should either explicitly draw a firm conclusion or allow receivers to draw their own conclusions. Messages with explicit conclusions are more easily understood and effective in influencing attitudes. Depends on: Target audience. Type of issue or topic. Nature of the situation. © McGraw Hill 15  3.5 Channel Factors 1 Personal versus Nonpersonal Channels Information received from personal channels is more persuasive than from mass media. Effects of Alternative Mass Media Differences in information processing: Self-paced—readers process ads at their own rate and study them as long as they desire. Newspapers, magazines, direct mail, and Internet. Externally paced—transmission rate is controlled by the medium. Radio and television. © McGraw Hill 16  Channel Factors 2 Effects of Context and Environment Qualitative media effect: Influence medium has on message. Media vehicle can affect reactions to a message. Travel + Leisure magazine creates an excellent reception environment for travel-related ads. © McGraw Hill Source: Dotdash Meredith 17  Channel Factors 3 Clutter Amount of advertising in a medium. TV: All the nonprogram material that appears in broadcast environment. Major concern among television advertisers. Difficult for commercials to attract and hold viewers’ attention and to communicate effectively. Overload theory used to explain why clutter reduces advertising effectiveness. When an individual is overloaded with too many ads at one time, the absorption of one ad will be at the expense of another. © McGraw Hill 18  The Advertising Message 3.6 Creative Strategy Determines what the advertising message will say or communicate. Creative tactics: Determine how the message strategy will be executed. Big idea: central theme of campaign. © McGraw Hill 19  Exhibit 8-1 Advertising can be used to create images or associations and position a brand in the consumer’s mind. Many consumers who have never driven a BMW perceive it as “the ultimate driving machine,” as portrayed in the company’s ad for the ultimate road home sales event. © McGraw Hill Source: BMW of North America, LLC 20  The Importance of Creativity in Advertising Creative Ads Good creative strategy and execution are central to determining success of product or service. Do not always increase sales. May not revive a declining brand. Many in industry are ambivalent toward advertising awards. © McGraw Hill 21  Advertising Creativity 2 3.7 Determinants of Creativity Advertising creativity: Ability to generate fresh, unique, and appropriate ideas that can be used as solutions to communication problems. Two central determinants: Divergence. Relevance. © McGraw Hill 22  Advertising Creativity 3 Determinants of Creativity continued Divergence: Extent to which ad contains elements that are novel, different, or unusual. Achieved through: Originality. Flexibility. Elaboration. Synthesis. Artistic value. This ad for KFC Hot and Spicy chicken uses divergence based on originality and artistic value. © McGraw Hill Source: KFC Corporation 23  Advertising Creativity 4 Determinants of Creativity continued Relevance: Degree to which elements of ad are meaningful, useful, or valuable to consumer. Achieved through: Ad-to-consumer relevance—Ad contains execution elements that are meaningful to consumers. Brand-to-consumer relevance—Advertised brand of product or service is of personal interest to consumers. © McGraw Hill 24  Exhibit 8-12 Marketers can gain insight into consumers’ reactions to a commercial by showing them a storyboard or an animatic such as this storyboard for “Splash of Life”. © McGraw Hill Source: Courtesy of The Lambesis Agency 25  3.7 Creative Strategy Development 1 Advertising Campaign Set of interrelated, coordinated marketing communications activities that center on a single theme or idea. Appear in different media across specified time period. Campaign theme: Central message communicated in all advertising and promotional activities. Expressed through a slogan or tagline. Summation line that briefly expresses company or brand’s positioning and the message it is trying to deliver to the target audience. © McGraw Hill 26  Creative Strategy Development 2 Advertising Campaigns continued Creating effective slogans: Should be simple, catchy, and predictable. Should connect with consumers emotionally. Many companies are not using them. Campaign themes: Attempt to develop campaign themes that last many years. Guided by specific goals and objectives. Creative strategy statement is outlined in copy or creative platform. Try to connect with consumer values and personalities. © McGraw Hill 27  Exhibit 8-13 Guidelines for Advertising Slogans © McGraw Hill Kumail Hemani 28  Figure 8-2 Examples of Effective Advertising Slogans Company or Brand Slogan 1. Toyota Let’s Go Places 2. Home Depot How Doers Get More Done 3. Amazon Spend Less. Smile More 4. McDonald’s I’m Lovin’ It! 5. Sony PlayStation Play Has No Limits 6. Walmart Save Money. Live Better. 7. Bounty The Quicker Picker-Upper 8. AirBnB Belong Anywhere 9. Capital One What’s In Your Wallet? 10. Dunkin America Runs on Dunkin © McGraw Hill 29  Creative Strategy Development 3 Creative Brief Document that specifies key elements of the creative strategy and serves as basis for communication between client and advertising agency. Association of National Advertisers (ANA) provides guidelines for developing effective briefs. Two-step process: Client creates assignment brief and then ad agency develops creative brief. One collaborative brief: Client takes lead and develops brief with ad agency. Often gaps in information. © McGraw Hill 30  Creative Strategy Development 4 The Search for the Major Selling Idea Major selling idea: Strongest singular thing company can say about its product or service. Has the broadest and most meaningful appeal to target audience. Basis of many creative, successful advertising campaigns. The Man Your Man Could Smell Like campaign for Old Spice is one of the best campaigns of the new millennium. What is Old Spice's major selling idea in this campaign? © McGraw Hill Source: Old Spice by Procter & Gamble 31  Creative Strategy Development 5 Developing the Major Selling Idea Most creative ideas try to dramatically and effectively convey the key benefit claim. Approaches: Using a unique selling proposition. Creating a brand image. Finding the inherent drama. Positioning. © McGraw Hill 32  Creative Strategy Development 6 Developing the Major Selling Idea continued Unique Selling Proposition (USP). Each advertisement must say to each reader: “Buy this product and you will get this benefit.” Competition either cannot or does not offer. It must be unique in brand or in the claim. Must be strong enough to pull over new customers to the brand. Advertisers must consider whether USP provides a sustainable competitive advantage. © McGraw Hill 33  Exhibit 8-16 This ad for ThermaCare uses a unique selling proposition by describing what makes the product different. © McGraw Hill Source: ThermaCare 34  Creative Strategy Development 7 Developing the Major Selling Idea continued Creating a brand image: Image advertising: Strategy used to develop strong, memorable identity for a brand. To be successful: Associate brand with symbols or artifacts that have cultural meaning. Use visual appeals that convey psychosocial associations and feelings. © McGraw Hill 35  Creative Strategy Development 8 Developing the Major Selling Idea continued Finding the inherent drama. Characteristic of a product that makes consumers purchase it. Advertising should: Be based on foundation of consumer benefits. The “Time We Have Left” Emphasize the dramatic campaign for Ruavieja liqueur element in expressing those used an inherent drama benefits. approach for the big idea. © McGraw Hill Source: Licores Ruavieja 36  Creative Strategy Development 9 Developing the Major Selling Idea continued Positioning: Establishes product or service in a particular place in consumer’s mind. Done on basis of distinctive attributes. Basis of firm’s creative strategy when it has multiple brands competing in same market. Subway used the “Eat Fresh Refresh” campaign to reposition the sandwich chain around freshness. © McGraw Hill Source: Subway IP LLC 37  Creative Strategy Development 10 Contemporary Approaches to the Big Idea Many creative styles and strategies are available. Big ideas must: Capture consumer attention. Differentiate the brand. Be adaptable to be used across various media. Engage consumers and enter into a dialogue with them. © McGraw Hill 38  3.8 Appeals and Execution Styles 1 Appeals and Styles Advertising appeal: Approach used to attract consumers’ attention and/or influence their feelings toward product, service, or cause. Creative execution style: Manner in which appeal is turned into advertising message presented to consumer. © McGraw Hill 39  Appeals and Execution Styles 2 Advertising Appeals Informational/rational appeals: Focus on consumer’s practical, functional, or utilitarian need for a product or service. Emphasize facts, learning, and logic of persuasion. Tend to be informative. Examples: Comfort, convenience, economy, health. Touch, taste, smell. Quality, dependability, durability, efficiency, efficacy, performance. © McGraw Hill 40  Exhibit 9-1 This rational appeal for the Honda Pilot SUV focuses on its advanced technological features and dependability. © McGraw Hill Source: American Honda Motor Co., Inc. 41  Appeals and Execution Styles 3 Advertising Appeals continued Informational/rational appeals: continued Feature appeal: Focuses on dominant traits of product or service. Often used by technical and high-involvement products. Shows how product attributes benefit consumer. Competitive advantage appeal: Compares product to another brand and claims superiority on one or more attributes. © McGraw Hill 42  Appeals and Execution Styles 4 Advertising Appeals continued Informational/rational appeals: continued Favorable price appeal: Makes price offer the dominant point of the message. Announces sales, special offers, or low everyday prices. Southwest Airlines uses a variation of a price appeal in its “Wanna Get Away Plus” fare option campaign. This new option adds more flexibility, options, and rewards to the carrier’s fare lineup. © McGraw Hill Source: Southwest Airlines Co. 43  Appeals and Execution Styles 5 Advertising Appeals continued Informational/rational appeals: continued News appeal: Involves news about a product, service, or company. Product/service popularity appeal: Stresses the popularity of product or service by pointing out: Number of consumers who use brand or those who have switched to it. Number of experts who recommend the brand. Leadership position in the market. © McGraw Hill 44  Appeals and Execution Styles 6 Advertising Appeals continued Emotional appeals: Relate to customers’ social and psychological needs for purchasing product or service. Advertisers believe these work better at selling brands that don’t differ from competing brands. © McGraw Hill 45  Figure 9-1 Bases for Emotional Appeals Personal States or Personal States or Social-Based Feelings Feelings Feelings Safety Arousal/stimulation Recognition Security Sorrow/grief Status Fear Pride Respect Love Achievement/accomplishment Involvement Affection Self-esteem Embarrassment Happiness Actualization Affiliation/belonging Joy Pleasure Rejection Nostalgia Ambition Acceptance Sentiment Comfort Approval Excitement © McGraw Hill 46  Appeals and Execution Styles 7 Advertising Appeals continued Emotional appeals: continued Emotional integration: Characters in ad experience emotional benefit or outcome from using product or service. Advantages of emotional-only campaigns: Twice as likely to generate large profit gains than rational content. More effective than campaigns using emotional and rational content. Reduce price sensitivity and strengthen ability of brands to charge a price premium. Work well during economic downturns. © McGraw Hill 47  Appeals and Execution Styles 8 Advertising Appeals continued Emotional appeals: continued Transformational ad: Associates experience of using the advertised brand with a unique set of psychological characteristics. Characteristics of transformational ads: Make experience of using the product richer, warner, more exciting, and/or more enjoyable. Connect experience of the advertisement with experience of using the brand. © McGraw Hill 48  Appeals and Execution Styles 9 Advertising Appeals continued Combining rational and emotional appeals. Few advertisers rely on just one type of appeal. Need to determine how best to combine the two approaches. Consumer purchase decisions are often made on basis of both emotional and rational motives. Subaru’s “Share the Love” campaign ties together the attributes of the product with the emotions of the consumer. This campaign has helped the company achieve record sales for 13 consecutive years. © McGraw Hill Source: Subaru of America, Inc. 49  Appeals and Execution Styles 10 Advertising Appeals continued Additional types of appeals. Reminder advertising: Builds brand awareness and/or helps keep brand name in front of consumers. Often used in online advertising. Mere exposure effect: Repeated exposure can enhance familiarity and generate positive feelings. © McGraw Hill 50  Exhibit 9-7 This clever reminder ad reminds people to keep Tic Tac breath mints handy. © McGraw Hill tic tac 51  Appeals and Execution Styles 11 Advertising Appeals continued Additional types of appeals. Teaser advertising: Builds curiosity, interest, and/or excitement about product or brand by talking about it but not actually showing it. Often used for product launches to generate interest and publicity. This teaser ad by Havenly was part of an email campaign by this online interior design and decorating service. © McGraw Hill Source: Havenly Inc. 52  Appeals and Execution Styles 12 Advertising Appeals continued Additional types of appeals. User-generated content (UGC): Created by consumers rather than by company and/or agency. Contests, crowdsourcing, social media. Airbnb’s “Made Possible By Hosts” campaign effectively demonstrates user-generated content. © McGraw Hill Source: Airbnb, Inc. 53  Appeals and Execution Styles 13 Advertising Execution Creative execution: the way an advertising appeal is presented. Straight-sell or factual message: Relies on straightforward presentation of information concerning the product or service. Used with informational/rational appeals. Commonly used in print ads. Scientific/technical evidence: Technical/scientific information used to support advertising claims. © McGraw Hill 54  Appeals and Execution Styles 14 Advertising Execution continued Demonstration: Illustrates key advantages of the product by showing its actual use. Effective in convincing consumers of product’s utility, quality, and benefits. Comparison: Shows brand’s particular advantage over its competitors. Helps position new or lesser-known brands with industry leaders. © McGraw Hill 55  Appeals and Execution Styles 15 Advertising Execution continued Testimonial: Messages presented by person who elaborates on personal experience with product. Endorsement—A well-known or respected individual speaks on behalf of company or brand. Jenny Craig uses testimonials featuring social influencer Brittany Cartwright to promote its new Max Up weight-loss program. © McGraw Hill Source: Jenny Craig, Inc. 56  Appeals and Execution Styles 16 Advertising Execution continued Slice of life: Portrays a problem or conflict consumers might face in daily lives. Based on a problem–solution approach. Used for both consumer marketing and business-to-business. Slice-of-death advertising—Focuses on negative consequences that result when wrong decisions are made. Also used in humor appeals. Expensive to produce/require large ad budget. © McGraw Hill 57  Appeals and Execution Styles 17 Advertising Execution continued Animation: Uses animated scenes or characters in advertisements. Especially popular for ads aimed at children. Personality symbol: Central character that delivers the advertising message. Helps consumers identify a company/brand. Chipotle uses computer animation in this ad that supports sustainable farming practices with the tagline “A Future Begins.” © McGraw Hill Source: Chipotle Mexican Grill, Inc. 58  Appeals and Execution Styles 18 Advertising Execution continued Imagery: Consists of visual elements rather than information. Encourages buyers to associate brand with symbols, characters, or situation. Usage imagery shows how a brand is used or performs and the situation in which it is used. Advertising for Yes To creates a fun and irreverent image for the brand. This ad, showing how enjoyable their charcoal masks products are, breaks through standard conventions of natural skin care. © McGraw Hill Source: YESTO, Inc. 59  Appeals and Execution Styles 19 Advertising Execution continued Dramatization: Focuses on telling a short story with the product or service as the star. Problem–solution approach but uses more excitement and suspense. Five basic steps: Exposition. Conflict. Increase in action, conflict, and suspense. Climax. Resolution. © McGraw Hill 60  Appeals and Execution Styles 20 Advertising Execution continued Humor: Used to present various advertising appeals. Well-suited to television and radio. Effectiveness depends on the concept and the execution. Combinations: Using various execution techniques to create a message. © McGraw Hill 61  Creative Tactics 1 Creative Tactics for Print Advertising Headlines: Words in the leading position of the ad that are read first. Attract readers’ attention and interest them in rest of the message. Types: Direct headlines: Straightforward and informative. Indirect headlines: Not straightforward about identifying product or service or getting to the point. Often more effective at attracting the readers’ attention. © McGraw Hill 62  Headlines The headline of this Pedialyte Sport ad is designed to attract the attention of cyclists. This ad for DePaul University uses an indirect headline that creates curiosity and encourages people to read the body copy. © McGraw Hill Source: Abbott Laboratories Co. and DePaul University 63  Creative Tactics 2 Creative Tactics for Print Advertising Headlines: continued Subheads: Secondary heads in print ad. Reinforce headline and advertising slogan or theme. Enhance readability by breaking up large amounts of text and highlighting key sales points. Body copy: Main text portion of print ad. Heart of the message. Long enough to communicate the message but short enough to hold consumer attention. © McGraw Hill 64  Creative Tactics 3 Creative Tactics for Print Advertising continued Visual elements: Dominant part of print ad. The image must: Attract attention. Communicate idea or image. Work synergistically with headline and body copy. Layout: Physical arrangement of various parts of the ad. © McGraw Hill 65  Exhibit 9-23 This ad uses a clever visual image to remind people that McDonald’s offers free Wi-Fi. © McGraw Hill Source: McDonald’s Corporation 66  Creative Tactics 4 Creative Tactics for Television Video: Visual elements that attract viewers’ attention and communicate an idea, message, and/or image. Audio: Includes voices, music, and sound effects. Voiceover: Message delivered by an announcer who is not visible. Sometimes use celebrities. Needledrop: Music that is prefabricated, multipurpose, and highly conventional. © McGraw Hill 67  Creative Tactics 5 Creative Tactics for Television continued Audio: continued Music in ads helps get attention, break through advertising clutter, communicate key selling points, establish an image or position, or add feeling. Licensing music: Musical composition. Master recording—very expensive. Jingles: Catchy songs about product or service that carry the advertising theme and a simple message. Audio logo: A sound, an effect, a short music clip, a musical riff, or a voiceover. © McGraw Hill 68  Exhibit 9-25 Google licensed the master recording of The Beatles song “Help!” for its “Here to Help” campaign. © McGraw Hill Denys Prykhodov/Shutterstock 69  Creative Tactics 6 Creative Tactics for Television continued Planning and production of TV commercials. Ideal for both rational and emotional appeals. Ideal for straight sell or announcement, demonstration, testimonial, and comparison. Commercials most successful when they entertain and inform. Producing high-quality TV commercials incurs high costs. Actor residuals. Production costs. © McGraw Hill 70  Creative Tactics 7 Creative Tactics for Television continued Planning and production of TV commercials. continued Planning the commercial. Script: Written version of commercial that provides detailed description of its video and audio content. Writer and art director produce and get approval for storyboard. Production. Preproduction. Production. Postproduction. © McGraw Hill 71  Figure 9-4 The Three Phases of Production for Commercials Access the text alternative for slide images. © McGraw Hill 72  Creative Tactics 8 Creative Tactics for Online Advertising Role of digital ads. Concept ads drive top-of-the-funnel goals such as awareness and interest. Content ads have mid-funnel goal of enhancing consumers’ knowledge or understanding of product or service. Native advertising: Paid placement designed to fit seamlessly into the content that surrounds it. Commerce ads have bottom-of-the-funnel goal of getting consumers to take action and make a purchase. © McGraw Hill 73  Creative Tactics 9 Creative Tactics for Online Advertising continued Role of digital ads. continued Display ads: Many different formats. Domination of banner ads, but new formats are being developed. Interactive Adverting Bureau (IAB) developed a range of Cox Media provides examples of various online display ad best practices. display ad formats. Access the text alternative for slide images. © McGraw Hill Source: Cox Media, LLC 74  Creative Tactics 10 Creative Tactics for Online Advertising continued Role of digital ads. continued Online video: Growing rapidly across all platforms. Variety of formats and placements. Pre-roll, mid-roll, and post-roll. Similar creative decisions as TV but must consider intrusiveness, length, and content. © McGraw Hill 75  Exhibit 9-29 The Interactive Advertising Bureau developed the “New Ad Portfolio” guidelines for various forms of online advertising. © McGraw Hill Source: IAB 76  Client Evaluation and Approval of Creative Work 1 Client-side approvals include: Advertising or communications manager. Product or brand managers. Marketing director or vice president. Legal department. President or CEO. Board of directors. © McGraw Hill 77  Client Evaluation and Approval of Creative Work 2 Guidelines for Evaluating Creative Output Creative approach must: Be consistent with brand’s marketing and advertising objectives. Be consistent with the creative strategy and objectives. Be appropriate for the target audience. Communicate a clear and convincing message to customer. Keep from overwhelming the message. Be appropriate for the media environment in which it will be seen. Be truthful and tasteful. © McGraw Hill 78  Exhibit 9-30 This clever Snickers ad was created specifically for the special swimsuit issue of Sports Illustrated magazine. © McGraw Hill Source: Mars, Incorporated 79  Because learning changes everything. ® www.mheducation.com © McGraw Hill LLC. All rights reserved. No reproduction or distribution without the prior written consent of McGraw Hill LLC. © McGraw Hill