MKTG2000 Integrated Marketing Communications Lecture Notes PDF

1 MKTG2000 INTEGRATED MARKETING COMMUNICATIONS Lecture Week: 04 Session: Creativity, Message Strategy, and Execution [email protected] Week 4:...

1 MKTG2000 INTEGRATED MARKETING COMMUNICATIONS Lecture Week: 04 Session: Creativity, Message Strategy, and Execution [email protected] Week 4: Chapters 8 & 9  Creativity, Message Strategy, and Execution Announcement  Test 1 Why is creativity important? Well… what do you think??!??!!? What is creativity to you?  https://www.youtube.com/watch?v=Yyah49_Oz78 Creativity in Advertising Creativity: “a quality possessed by persons that enables them to generate novel approaches in situations, generally reflected in new and improved solutions to problems.” Advertising creativity: “the ability to generate fresh, unique and appropriate ideas that can be used as solutions to communications problems.” The creative strategy used to communicate an advertising message is an integral part of the promotional process & is often critical to the success or failure of the campaign. But how much ‘advertising licence’ to allow?  https://www.youtube.co m/watch?v=C2406n8_rU w  “Buy my product” ads  Before and after ads How creativity works?  Facilitates memory:  More processing leads to stronger memory encoding/less decay  Increased attention, motivation and depth of processing  Makes other ads less memorable:  Creative ads overshadow ordinary ads  Makes creative consumers:  Inspires creative problem-solving  Value rubs-off onto medium  Every ad is a Tide Ad https://www.youtube.com/watch?v=MpyHVXNtOlw https://musebycl.io/tagline/tide-its-a-tide-ad Advertising Creativity Attention is given to the creative strategy development process & various approaches to developing the big idea that will be used as the central theme of the advertising campaign and translated into messages. Determining what the Creative advertising message will say or Strategy communicate Creative Determining how the message Tactics strategy will be executed (execution) Message Strategies* The central message that will be communicated in all IMC activities Nike McDonalds Adidas Just do it I am lovin’ it Impossible is nothing  The creative process* Big idea What to say How to say it Brings Major selling Appeals and strategy to life techniques argument/idea Message Execution strategy ‘proposition’  Planning Creative Strategy The Creative Challenge: Creative advertising needs to communicate the message in a creative way, but still take into account all the ‘other’ information and goals of the company. Taking Creative Risks: Clients are very often risk averse and often a ‘proven formula’ is followed… although some companies who have assumed some risk have benefited greatly. ‘tried & tested’ Creative Personnel: A common perception of individuals who work on the creative side of advertising tend to be somewhat unique & different from those working on the managerial/business side.  The Perpetual Debate: Hard Sell vs. Creative* Only artistic It isn’t creative if it value and doesn’t sell originality count Suits Artists/Poets Creative + effective advertising is probably in between. Note: more accountability is being seen in the market place towards advertisers.  Wallas’ Creative Process Model Is it a Conduct suitable studies & 4 1 research solution? Verification Preparation ‒ Refining ‒ Gathering the Idea Information The Creative Process 3 2 Illumination Incubation ‒ Seeing the ‒ Setting Solution Problem Step back Aside & let ideas develop The creative process developed by sociologist Graham Wallas Creative inspiration Sources Of Creative Insight  Often advertisers will try to ‘immerse’ themselves with the product, not unlike actors may do for a role… Sometimes is can be difficult (e.g. Young selling to old, men selling to women etc.)  An Advertising Campaign* Integrated Interrelated Marketing Coordinated Communication Activities In Different Centred on a Theme or Over a Time Media Idea Period Most ads are part of a series of messages that make up an IMC or advertising campaign, which consists of multiple messages, often in a variety of media that center on a single theme or idea. The “Big Idea” The central idea of the IMC campaign, translated into attention-getting, distinctive and memorable messages How to say it More than a slogan Challenging to come up with great ones continued Example: the big idea (cont.) Exhibit 10.9 Believe in big ideas Types of message strategies The “Big Idea” Or Major Selling Idea  Several approaches can be used for developing major selling ideas and as the basis of creative strategy:  Using a unique selling proposition (USP)  Creating a brand image  Finding the inherent drama  Positioning Example: MasterCard’s ‘Priceless’ campaign – long ‘legs’! Unique selling proposition (USP) The “Big Idea”  Brand image: strong, memorable identity  Approaches to the major selling idea: Inherent Drama* Messages generally presented in a warm, Inherent emotional way e.g. McDonald’s, Kellogg’s cereals and drama Hallmark greeting cards Focus on consumer benefits with an emphasis on the dramatic element in expressing them What is the key characteristic that makes someone buy the product? Approaches to the major selling idea: Positioning* Establish a particular place in the customer’s mind for the product Positioning or service. Positioning may be based on:  product attributes/benefits  price/quality  use or application  type of user  problem solved  Appeals and Execution Style The approach used to attract the attention of consumers Advertising Appeals To influence consumer feelings toward a product, service or cause what The way an appeal is turned into an advertising message Execution Style The way the message is presented to the consumer how  Message Appeal Choices Appeal to the logical, Appeal to the feelings rational minds of and emotions of consumers consumers Appeal to both Types of Informational/Rational Appeals Feature: Focus on dominant traits of the product Competitive: Makes comparisons to other brands Price: Makes price offer the dominant point News: News announcement about the product Popularity: Stresses the brand’s popularity How do emotional appeals work? Creative tactics for print * Headline Words that introduce the ad Visual elements Images, including product display Body copy Main sales message Layout Arrangement of the elements Guidelines for evaluating creative output Consistent with brand’s marketing objectives? Consistent with brand’s advertising objectives? Consistent with creative strategy and objectives? Does it communicate what it’s supposed to? Creative approach appropriate to target audience? Communicate clear, convincing message? Does execution overwhelm the message? Is the advertisement truthful and tasteful? Appropriate to the media environment? 85 See you next week! [email protected]