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IMC Message Strategy

All planned brand messages should:


1) Create brand awareness
2) Change or reinforce customers attitudes
3) Stimulate some kind of response or action
4) Stimulate the interactivity that helps build
brand relationships
The IMC Creative Brief is based on these
mandates and how they relate to the brand
decision-making process.
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Creating Brand Value for a


Biscuit

Brand Message Strategy


Development
The fourth step in the IMC planning process
is developing message strategies.
Companies and their marketing
communication agencies employ
strategic thinking at a variety of levels in
the marketing communication process.
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The Creative Message


Brief
A creative brief is a document that
provides the guidelines for creating
brand messages.

The Creative Message


Brief
Creative briefs typically include items such as:

Restatement of the marketing strategy


Restatement of the marketing objectives in
terms of the intended message impact
The message format or approach
The psychological appeal
The selling premise
The big idea or creative concept
The message execution details
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Citigate Cunninghams
Positioning Platform

Purpose or Key Problem


Identifying the companys main
opportunity or key problem is the first
step in developing a selling strategy.
This key problem should summarize the
most important finding from the SWOT
analysis.

Functional-Area Message
Objectives
For each MC area used in the MC plan, message
objectives need to be developed.
MC efforts are measured against their objectives, so
stating appropriate objectives is an important part of
determining the desired impact.
Creative message objectives are often based on some
notion of hierarchy of effects such as the AIDA model.
A less hierarchical approach includes awareness,
attitude, action and relationship building.
Brand message objectives and strategies need to
dovetail with the marketing plan.

Appeals and Execution


Style

Advertising Appeals
The approach used to attract the attention
of consumers
and/or
To influence consumer feelings toward the
product, service or cause

Execution Style
The way a particular appeal is turned into
an advertising message
The way the message is presented to the
consumer
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INFORMATIONAL APPEALS

INFORMATIONAL/RATIONAL APPEALS
FOCUS ON THE CONSUMERS PRACTICAL,
FUNCTIONAL, OR UTILITARIAN NEED FOR
THE PRODUCT OR SERVICE
EMPHASIZE
FEATURES
BENEFITS

REASONS FOR OWNING


MESSAGE CONTENT

FACTS, LEARNING, LOGIC


RATIONAL MOTIVES OR PURCHASE CRITERIA

CONVENIENCE, ECONOMY, FIVE SENSES,


DEPENDABILITY, DURABILITY, EFFICIENCY,
PERFORMANCE, ECT

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Rational Appeals

Feature appeals
Focus on the dominant traits of the
product

Competitive appeals
Makes comparisons to other brands

Favorable price appeals


Makes price offer the dominant point

News appeals
News or announcement about the product

Product/service popularity appeals


Stresses the brands popularity

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EMOTIONAL APPEALS

EMOTIONAL APPEALS
THE CONSUMERS SOCIAL AND/OR PSYCHOLOGICA
NEEDS FOR PURCHASING A PRODUCT OR SERVICE
EMOTIONS WORK BETTER AT SELLING BRANDS
THAT DO NOT DIFFER MARKEDLY FROM
COMPETING BRANDS
EMOTIONAL INTEGRATION
CHARACTERS IN THE AD EXPERIENCE AN
EMOTIONAL BENEFIT OR OUTCOME FROM USING
A PRODUCT OR SERVICE
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Emotional Appeals
Personal States or Feelings

Achievement /
Accomplishment
Actualization
Affection
Ambition
Arousal /
stimulation
Comfort
Excitement
Fear
Happiness

Joy
Love
Nostalgia
Pleasure
Pride
Safety
Security
Self-esteem
Sentiment
Sorrow / grief
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Emotional Appeals
Social-Based Feelings

Approval
Affiliation /
Acceptance
belonging
Embarrassment
Involvement
Recognition
Rejection
Respect
Status

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ADDITIONAL TYPES OF APPEALS

REMINDER ADVERTISING

KEEP BRAND NAME IN USERS MINDS

TEASER ADVERTISING

BUILD CURIOSITY, INTEREST, EXCITEMENT

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Transformational Ads

The ads create feelings, images, meanings, and beliefs


about the product or service that may be activated
when consumers use it

These transform the consumers interpretations of use


of the product

The ad must make the experience of using the


product richer, warmer, more exciting and / or
enjoyable than that obtained solely from an
objective description of the advertised brand
It must connect the experience of the ad so tightly
with the experience of using the brand that the
consumer cant remember the brand without
recalling the experience generated by the ad
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Ad Execution Techniques
Straight-sell or
factual message

Testimonial

Animation

Science / technical
evidence

Personality

Fantasy

Demonstration

Dramatization

Comparison

Humor

Slice of life

Combination

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Consistency
IMC planners focus their attention on two
types of consistency:
One-voice, one-look
Strategic consistency

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The Consistency Hierarchy

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The Consistency Triangle

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Consistency Gaps
The consistency triangle is used to
identify gaps in brand communication.
The say messages must be consistent
with the do and confirm
messages.
Gaps between any of these points
threaten brand relationships.

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A Mess of Messages
Many companies deal with a mess of
message due to a wide array of
messages and communication
complexity.
Consistency leads to a positive, welldefined, clear brand image recognized
by all of a brands stakeholders.
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