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Citigate Cunninghams
Positioning Platform
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.
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
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Rational Appeals
Feature appeals
Focus on the dominant traits of the
product
Competitive appeals
Makes comparisons to other brands
News appeals
News or announcement about the product
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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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REMINDER ADVERTISING
TEASER ADVERTISING
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Transformational Ads
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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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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