MM 5713 Integrated Marketing Communications PDF

MM 5713 Integrated Marketing Communications Course Pre /Co – requisite: MM 579 Module 4: Agency and Ad Campaign The Role of Persuasion in IMC Prepared by: Romualdo A. Romualdo, MBA, RME 2 Theme: The Academe Theories Meet the Industry...

MM 5713 Integrated Marketing Communications Course Pre /Co – requisite: MM 579 Module 4: Agency and Ad Campaign The Role of Persuasion in IMC Prepared by: Romualdo A. Romualdo, MBA, RME 2 Theme: The Academe Theories Meet the Industry Practice. As the conduct of this course is workshop style, please consider your focus company (or brand), product (and/or service) to be utilized hypothetically for academic purposes only; it aims to enhance the visualization of the topics that are being discussed and support the development of course outputs. Recording is not allowed, thus, everyone is encouraged to be attentive during this onsite class at all times. 3 Consider the following Though Starters 4 Consider the following Though Starters Review 5  Consider the following Though Starters Review Together with the team, you are to Launch/Re-Launch the product/ extension/ innovation of your Client’s Company/ Brand in the Philippine market next Fiscal year 2025. BRAND EXTENSION AMBOY, ALLYAH PINGOL Duolingo Language Learning Subs AMEDO, ALLIYAH RENEE ESCARAN Max's Restaurant ARZAGA, LORENZO PANGILINAN Pepsi Customized Can Art BEVERA, TRISHA MARIELLE CRUZ Unilever Vaseline Products CAMAYA, JUSTINE POMPA JFC DIY Coffe Kiosk DELA CRUZ, CHRISTIAN BENEDICT REYES Puregold Mobile Extension LEE, SAMANTHA MARGARET CAPARROS Del Monte Spinach Ketchup SANTOS, WENDY JOHANN RAHN FELIPE Scotland Food Bon Ch-Cheese Pancake YAMBAO, NEENA ALEXA BANTUG Selecta Treats Mix&Match Theme: The Academe Theories Meet the Industry Practice. 6  Consider the following Though Starters Review Together with the team, you are to Launch/Re-Launch the product/ extension/ innovation of your Client’s Company/ Brand in the Philippine market next Fiscal year 2025. Product AGUIRRE, RYSHALIM DUEÑAS Nestle Protein Crackers CRUZ, ALEC YUAN DESINGCO Shell Pistop Barcade DAQUIOAG, GARLYN MAY PASCUA Monde Nissin Munch-ables GALGO, MARIE JAN PULVERA Beiersdorf/Nivea Luminous..Serum GODOY, ALTHEA REIO ESCASINAS Unilever Knorr Chips PUNZALAN, CARLA MICHAELA VELECINA JFC Petite Ded Cakes Theme: The Academe Theories Meet the Industry Practice. 7 CO4 G 1. Create and Advertising Campaign (with Pegs – static or video) that will support the company’s cascaded Client Brief 10%. 2. Develop and Present the Integrated Brand/ Marketing Communications Plan for Brand/ Marketing/ Management Approval, 10%. Prepared by: Romualdo A. Romualdo, MBA, RME This lecture was created for class discussions. For inquiries, reproduction and other use, kindly contact [email protected]. 8  Attitude Components and Hierarchy of Effects 3 Components of an Attitude Cognitive (knowledge, thoughts, beliefs) Affective (feelings, evaluation) Conative (behavioral intentions) Hierarchy of effects models Learning (high involvement) hierarchy: cognition -> affect -> conation (1,2,3) Low involvement hierarchy: minimal cognition -> conation -> affect (1,3,2) 9 Reference: © 2019 Andrews J.C and Shimp T.A. Visual Source: Google.com  Predicting Behavior from Attitudes Measurement Specificity Considerations (TACT: target, action, context, and time) Direct (versus indirect) experience issue 10 Reference: © 2019 Andrews J.C and Shimp T.A.  TACT in action 11 Reference: © 2019 Andrews J.C and Shimp T.A.  Review The Role of Persuasion in Integrated Marketing Communications Touch points or Channels: Drivers/ Supporters: 12 Visual Source: Google.com Cialdini’s Six Tools of Persuasion Influence 1. Reciprocation: samples, gifts, sincerity? 2. Commitment and consistency: commit to something (car purchase) 3. Social proof: if unsure, take lead from others 4. Liking: attractiveness, similarity via identification 5. Authority: via power (authority figures) 6. Scarcity: psychological reactance theory 13 Shimp & Andrews (2014) 5 Important Persuasion Factors 1. Message strength 2. Peripheral cues 3. Receiver involvement 4. Receiver initial position 5. Communication modality 14 Shimp & Andrews (2014) Communication modality Most advertising is directed toward groups rather than individuals, and advertising is usually delivered through media such as television, radio, newspapers and, increasingly, the internet. Ads are often measured in impressions (the number of times a consumer is exposed to an advertisement). 15 Why Setting Marcom (Advertising) Objectives Is Important ❑Expression of management consensus ❑Guides the budgeting, message, and media aspects of advertising strategy ❑Provide standards against with results can be measured 16 Shimp & Andrews (2014)  MM 5713 Integrated Marketing Communications Course Pre /Co – requisite: MM 579 Module 4: Agency and Ad Campaign The Role of Persuasion in IMC Prepared by: Romualdo A. Romualdo, MBA, RME 17  Consider the following Though Starters Review Together with the team, you are to Launch/Re-Launch the product/ extension/ innovation of your Client’s Company/ Brand in the Philippine market next Fiscal year 2025. BRAND EXTENSION AMBOY, ALLYAH PINGOL Duolingo Language Learning Subs AMEDO, ALLIYAH RENEE ESCARAN Max's Restaurant ARZAGA, LORENZO PANGILINAN Pepsi Customized Can Art BEVERA, TRISHA MARIELLE CRUZ Unilever Vaseline Products CAMAYA, JUSTINE POMPA JFC DIY Coffe Kiosk DELA CRUZ, CHRISTIAN BENEDICT REYES Puregold Mobile Extension LEE, SAMANTHA MARGARET CAPARROS Del Monte Spinach Ketchup SANTOS, WENDY JOHANN RAHN FELIPE Scotland Food Bon Ch-Cheese Pancake YAMBAO, NEENA ALEXA BANTUG Selecta Treats Mix&Match Theme: The Academe Theories Meet the Industry Practice. 2  Consider the following Though Starters Review Together with the team, you are to Launch/Re-Launch the product/ extension/ innovation of your Client’s Company/ Brand in the Philippine market next Fiscal year 2025. Product AGUIRRE, RYSHALIM DUEÑAS Nestle Protein Crackers CRUZ, ALEC YUAN DESINGCO Shell Pistop Barcade DAQUIOAG, GARLYN MAY PASCUA Monde Nissin Munch-ables GALGO, MARIE JAN PULVERA Beiersdorf/Nivea Luminous..Serum GODOY, ALTHEA REIO ESCASINAS Unilever Knorr Chips PUNZALAN, CARLA MICHAELA VELECINA JFC Petite Ded Cakes Theme: The Academe Theories Meet the Industry Practice. 3  MM 5713 Integrated Marketing Communications Course Pre /Co – requisite: MM 579 Module 4: Agency and Ad Campaign Effective Ad Messages Prepared by: Romualdo A. Romualdo, MBA, RME 4  6 Chapter Objectives After learning this chapter WE should be able to: 1. Appreciate the factors that promote effective, creative, and “sticky” advertising. 2. Describe the features of a creative brief. 3. Explain alternative creative styles of advertising messages. 4. Understand the concept of means-end chains and their role in advertising strategy. 5. Appreciate the MECCAS model, laddering techniques, and their role in guiding message formulation. 6. Recognize the role of corporate image and issue advertising. 5 Shimp & Andrews (2018 and 2019)  What is the most Memorable Ad you came across in the last 6 months?  What Makes Effective Advertising? Consumer’s Sound View Persuasive Strategy Effective Advertising Deliver on Doesn’t Break Promises Overwhelm Clutter 7 Shimp & Andrews (2014) Visual Source: Google.com Qualities of Successful Advertising Newsworthiness Rational stimulus (high involvement) Emphasis (low involvement) (see Krugman, Herbert, “What makes advertising effective?” Harvard Business Review, 1975) What does “being creative” mean?? Does the notion of “being creative” vary by country or culture? 8 Shimp & Andrews (2014) Visual Source: Google.com Creativity in Ads: Apple iPod Silhouetted figures against the neon backgrounds holding iPods. Simplicity of the design and a different look than most commercials, which feature identifiable figures engaging in dialogue. 9 Shimp & Andrews (2014)  Creativity: The CAN Elements The CAN Elements of Creative Ads Connectedness Appropriateness Novelty Connectedness Addresses whether an advertisement reflects an understanding of target audience members’ motivations. 10 Shimp & Andrews (2014)  What Exactly Does Being “Creative” and “Effective” Mean? Effective advertising is being creative with a purpose. Shimp & Andrews (2014)  Creativity: The CAN Elements The CAN Elements of Creative Ads Connectedness Appropriateness Novelty Appropriateness The an advertisement must offer a useful solution to a marketing problem or provide information that is pertinent. 12 Shimp & Andrews (2014)  Creativity: The CAN Elements The CAN Elements of Creative Ads Connectedness Appropriateness Novelty Novelty An advertisement should be unique, fresh, and unexpected. 13 Shimp & Andrews (2014)  Sticky Messages: SUCCESs Simplicity Unexpectedness Concreteness Common Elements of Sticky Ads Credibility Emotionality Storytelling 14 Shimp & Andrews (2014)  Figure 10.1: Illustrations of the Aflac Advertising Campaign with the “Spokesduck” 15 Shimp & Andrews (2014) Making an Impression ❑One view of “being creative” is making an impression ❑Impression hierarchy: ❑Brand name (simplest level) -the brand name ❑“Generics” - major generic selling claims ❑Attitudinal response - the generation of an attitudinal response ❑Commercial specifics - elements of the specific commercial execution ❑Specific sales message (highest level) - the specific sales message 16 Shimp & Andrews (2014) Advertising Plan Advertising Plan Provides the framework for systematic execution of advertising strategies (analogous to marketing plan: analysis, planning, implementation, control of marketing programs) 17 Shimp & Andrews (2014)  Advertising plans provide the framework for the systematic execution of advertising strategies. Shimp & Andrews (2014)  A plan evaluates the brand’s history, proposes where the next period of advertising should head, and justifies the proposed strategy for maintaining or improving the brand’s competitive situation. Shimp & Andrews (2014)  It should be tied closely to the brand’s marketing plan. The advertising strategy is what the advertiser says about the brand being advertise. Shimp & Andrews (2014)  It is the development of an advertising message. There is a five step program for developing an advertising strategy. Shimp & Andrews (2014) Advertising Strategy Advertising Strategy An advertising message that communicates the brand’s primary benefits or how it can solve a consumer’s problem 22 Shimp & Andrews (2014)  Advertising Strategy: 5 Steps 23 Shimp & Andrews (2014)  Advertising Strategy Key Fact A single-minded statement from the customer’s point of view that identifies why consumers are or are not purchasing the brand 24 Shimp & Andrews (2014) Visual Source: Google.com  Advertising Strategy States the problem from the marketer’s point of view 25 Shimp & Andrews (2014) Visual Source: Google.com  Advertising Strategy What effect the advertising is intended to have on the target market and how it should persuade consumers 26 Shimp & Andrews (2014) Visual Source: Google.com  Advertising Strategy “Creative Platform” Define the target market Identify the primary competition Choose the promise Offer reasons why 27 Shimp & Andrews (2014) Visual Source: Google.com  Advertising Strategy It reminds the advertiser to include the corporate slogan or logo, headlines, claim substantiation, any other regulatory requirements, etc. 28 Shimp & Andrews (2014) Visual Source: Google.com  Constructing a Creative Brief Advertising Objectives Why we are advertising Target Audience Who we are talking to Motivations, Thoughts, and Target audience Feelings motivations Brand Positioning Proposition Single most important Primary Outcome thing, or “take away” 29 Shimp & Andrews (2014)  Means-End Chaining 30 Shimp & Andrews (2014) Means-End Chains and Advertising Strategy Attributes Consequences Values Self-respect Low fat Healthy Wisdom Healthy Many Variety Freedom Choice flavors of choices (of choice) Great Happiness, High Pleasure quality Tasting Lack of self-control 31 Shimp & Andrews (2014)  The MECCAS Model MECCAS: Means End Conceptualization of Components for Advertising Strategy 32 Shimp & Andrews (2014)  Universal Values Self-Direction—includes the desire for freedom, independence, choosing one’s own goals, and creativity. 33 Shimp & Andrews (2014)  Universal Values Stimulation—need for variety and achieving an exciting life. 34 Shimp & Andrews (2014)  Universal Values Hedonism—enjoying life. 35 Shimp & Andrews (2014)  Universal Values Achievement—enjoying success, being regarded as capable, ambitious, intelligent, and influential. 36 Shimp & Andrews (2014)  Universal Values Power—attainment of social status and prestige along with dominance over people and resources. 37 Shimp & Andrews (2014)  Universal Values Security—safety, harmony, and the stability of society. 38 Shimp & Andrews (2014)  Universal Values Conformity—self discipline, obedience, politeness, and, in general, the restraint from harming others and violating social norms. 39 Shimp & Andrews (2014)  Universal Values Tradition—respect, commitment, and acceptance of the customs that one’s culture and religion impose. 40 Shimp & Andrews (2014)  Universal Values Benevolence—preservation and enhancement of family and friends, and includes being honest, loyal, helpful, a true friend, and loving. 41 Shimp & Andrews (2014)  Universal Values Universalism—understanding, appreciating, tolerating, and protecting the welfare of all people and nature and includes notions of world peace, social justice, equality, unity with nature, environmental protection, and wisdom. 42 Shimp & Andrews (2014)  Universal Values Which Values Are Most Relevant to Advertising? The first six values apply to many advertising and consumption situations, whereas the last four are less typical. 43 Shimp & Andrews (2014)  Alternative Creative Strategies 1. Generic strategy 2. Preemptive strategy 3. Unique selling proposition 4. Brand image strategy 5. Positioning strategy 6. Resonance strategy 7. Affective (emotional) strategy 44 Shimp & Andrews (2014)  Alternative Creative Strategies 1. Generic Creative Style A generic strategy makes a claim that could be made by any company that markets a brand in that product category. Advertiser makes no attempt to differentiate its brand from competitive offerings or to claim superiority. This strategy is most appropriate for a brand that dominates a product category—the brand using this strategy will enjoy a large share of any primary demand stimulated by advertising. 45 Shimp & Andrews (2014)  Alternative Creative Strategies 2. Preemptive Creative Style A preemptive style is employed when an advertiser makes a generic-type claim but does so with an assertion of superiority. This approach is most often used in product or service categories where there are few, if any, functional differences among competitive brands. This clever strategy effectively precludes competitors from saying the same thing. 46 Shimp & Andrews (2014)  Alternative Creative Strategies 3. Unique Selling-Proposition Creative Style A unique selling-proposition (USP) approach is used by an advertiser to make a claim of superiority based on a unique product attribute that represents a meaningful, distinctive consumer benefit. The translation of a unique product feature into a relevant consumer benefit provides the unique selling proposition. It is best suited for a company with a brand that possesses a relatively lasting competitive advantage. 47 Shimp & Andrews (2014)  Alternative Creative Strategies 4. Brand Image Creative Style The brand image style involves psychological rather than physical differentiation. Advertising attempts to develop an image for a brand by associating the product with symbols. Advertisers draw meaning from the culturally constituted world and transfer that meaning to the brand. Brand image advertising is transformational. Transformational advertising associates the experience of using an advertised brand with a unique set of psychological characteristics that typically would not be associated with the brand experience to the same degree without exposure to the advertisement. 48 Shimp & Andrews (2014)  Alternative Creative Strategies 5. Resonance Creative Style When used in an advertising context, the term resonance is analogous to the physical notion of noise resounding off an object. An advertisement resonates (patterns) the audience’s life experiences. Figure 10.6 shows an example. 49 Shimp & Andrews (2014)  Alternative Creative Strategies 6. Emotional Creative Style Much contemporary advertising aims to reach the consumer at a visceral level through the use of emotional strategy. Emotional advertising works especially well for products that naturally are associated with emotions (e.g., foods, jewelry, cosmetics, fashion apparel, etc.). Figure 10.7 shows an example. 50 Shimp & Andrews (2014)  The approaches are not pure and mutually exclusive. The common theme is that effective advertising must convey a clear meaning of the brand and how the brand compares to competitive offerings (positioning). The choice of creative strategy is determined by three key considerations. 1. What are the target audience’s needs and motivations related to the product category? 2. What are the brand’s strengths and weaknesses relative to competitive brands in the category? 3. How are competitors advertising their brands? 51 Shimp & Andrews (2014)  Corporate Image and Corporate Issue Advertising Corporate Image Advertising Attempts to gain.... Name recognition Product goodwill Identification with meaningful social activities Corporate Issue Advertising is “Paid communication concerned with propagating ideas and explaining controversial social issues of public importance” 52 Shimp & Andrews (2014)  MM 5713 Integrated Marketing Communications Course Pre /Co – requisite: MM 579 Module 4: Agency and Ad Campaign Effective Ad Messages Prepared by: Romualdo A. Romualdo, MBA, RME 53  MM 5713 Integrated Marketing Communications Course Pre /Co – requisite: MM 579 Module 4: Agency and Ad Campaign Endorsers and Message Appeal Prepared by: Romualdo A. Romualdo, MBA, RME 2 Celebrity Endorsement, Q-Scores, and Practical Considerations Celebrity endorsements are a prevalent strategy in advertising, leveraging the public's admiration for celebrities to promote products. The effectiveness of these endorsements can be analyzed through the TEARS Model proposed by Shimp, which includes five key attributes: 3 Shimp & Andrews (2018 and 2019) Visual reference: Google.com  Trustworthiness: The degree to which consumers perceive the endorser as honest and reliable. Expertise: The endorser's knowledge and skill relevant to the product being advertised. Attractiveness: This encompasses physical appeal and charisma, which can enhance consumer engagement. Respect: The admiration that consumers have for a celebrity based on their achievements and character. Similarity: The extent to which consumers feel a connection or resemblance to the celebrity. 4 Shimp & Andrews (2018 and 2019) Visual reference: Google.com  Q-scores measure a celebrity's popularity and likability, which are critical for assessing their potential effectiveness as endorsers. High Q-scores often correlate with greater consumer trust and purchase intentions, making them valuable metrics for marketers when selecting celebrities for endorsements 5 Shimp & Andrews (2018 and 2019) Visual reference: Google.com The Role of Humor: Positive and Negative Effects Humor in advertising serves multiple functions, primarily aimed at capturing attention and enhancing message retention. Research indicates that humorous ads can improve brand attitudes and increase consumer engagement. However, humor must be used judiciously, as it can also backfire if not aligned with the product's message or if it overshadows the intended communication. Key points regarding humor in advertising include: 6 Shimp & Andrews (2018 and 2019) Visual reference: Google.com  Attention-Grabbing: Humor effectively cuts through advertising clutter, making ads more memorable. Cognitive Processing: Humorous content can facilitate a more favorable reception of product claims by reducing negative perceptions associated with the product. Emotional Connection: Humor fosters a sense of friendliness and relatability, enhancing consumer affinity towards the brand. However, humor can have negative effects if it leads to confusion about the product or if it alienates certain audience segments. Advertisers must balance humor with clarity to ensure that the core message is not lost. 7 Shimp & Andrews (2018 and 2019) Visual reference: Google.com Music Advertising Music plays a significant role in advertising by enhancing emotional resonance and brand recall. The strategic use of music can influence consumer perceptions and behaviors in several ways: Mood Enhancement: Upbeat or emotionally charged music can create positive feelings associated with a brand. Brand Identity: Specific genres or songs can reinforce brand personality and values. Memory Aid: Jingles or catchy tunes can enhance recall of both the advertisement and the product. The integration of music into advertisements should align with the overall message and target audience preferences to maximize effectiveness. 8 Shimp & Andrews (2018 and 2019) Visual reference: Google.com Sexual appeals are often employed in advertising due to their ability to attract attention and evoke emotional responses. This approach can be effective but also controversial. Key considerations include: Attention-Grabbing: Sexual imagery can quickly capture viewer interest but may also lead to mixed reactions depending on cultural contexts. Recall Improvement: Ads featuring sexual content often achieve better recall rates if there is a relevant connection between the sexual appeal and the product. Ethical Considerations: The use of sexual content raises ethical questions regarding objectification and societal norms. Additionally, subliminal messages—subtle cues that influence perception without conscious awareness—and symbolic embeds— hidden sexual connotations—can further enhance an ad's persuasive power. However, their effectiveness is debated in marketing circles due to ethical implications and potential backlash from consumers 9 Shimp & Andrews (2018 and 2019) Visual reference: Google.com This lecture highlights important aspects of advertising strategies that leverage celebrity endorsements, humor, music, and sexual appeals. Understanding these elements allows marketers to craft more effective campaigns that resonate with their target audiences while navigating ethical considerations. 10 Shimp & Andrews (2018 and 2019) Visual reference: Google.com  MM 5713 Integrated Marketing Communications Course Pre /Co – requisite: MM 579 Module 4: Agency and Ad Campaign Endorsers and Message Appeal Prepared by: Romualdo A. Romualdo, MBA, RME 11  MM 5713 Integrated Marketing Communications Course Pre /Co – requisite: MM 579 Module 4: Agency and Ad Campaign Traditional and Non-Traditional Media Prepared by: Romualdo A. Romualdo, MBA, RME 2 Additional Preparations for Final Exam Identify and define in your journal the following: Traditional and Non Traditional Media 1. Major Mass Advertising Media 2. Best Advertising Medium – New papers, Magazines, Radio, Television 3. Digital Media: Online, Mobile, and App Advertising 4. Social Media 5. Direct Marketing and Other Media 6. Sales Promotion Overview – Trade and Consumer 7. Public Relations, Word-of Mouth Influence, and Sponsorships 8. Packaging, Point of Purchase Communications, and Signage 9. Personal Selling 3 Shimp & Andrews (2018 and 2019) Visual reference: Google.com  MM 5713 Integrated Marketing Communications Course Pre /Co – requisite: MM 579 Module 4: Agency and Ad Campaign Traditional and Non-Traditional Media Prepared by: Romualdo A. Romualdo, MBA, RME 4