IMC Exam 2
Incubation (Wallas' Creative Process Model)
Setting problem aside
Illumination (Young's Creative Process)
"Eureka! I have it!" moment
High BDI and Low CDI
(High Market Share, Monitor for sales decline) The category is not selling well, but the brand is; probably a good market to advertise in but should be monitored for declining sales
High BDI and High CDI
(high market share, good market potential) This market usually represents good sales potential for both product category and the brand
Low BDI and High CDI
(low market share, good market potential) The product category shows high potential but the brand is not doing well; the reasons should be determined
Effective reach
3-10 exposures by target audience, varies widely by brand, and can also vary by vehicle
Advertising Symbiosis
Advertisers should create videos that not only make the product look good but, if shared, will make the viewer look good, too. Called "advertising symbiosis" because the advertiser and the viewer mutually benefit from the act of sharing.
Low BDI and Low CDI
(low market share, poor market potential) Both the product category and the brand are doing poorly; not likely to be a good place for advertising
Great OOH Examples
1. Kill Bill, Vol 1 Billboard 2. Nationwide Insurance: Split Paint 3. The Day After Tomorrow billboard in hudson river 4. Renovated with OBI 5. British Airways Magic of Flying
Criteria for Effective Slogans
Shadow for the brand, memorable, predictable, actionable, elaborative, relation builder
Relevance
Ad-to-consumer, Brand-to-consumer
What are the best means of delivering marketing communications messages to prospective and current users of my brand *in class question we skipped
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Branded Entertainment Prevalence
A brand appears at least every 3 minutes in prime-time TV shows. $3.46 billion dollars in paid placement and only increasing in usage and importance. Entire branded entertainment industry estimated at around $44 billion today.
Media Scheduling
A plan for the pattern of times during which a given message will appear
Media Planning
A series of decisions involving the delivery of messages to audiences
Setting Media Objectives
A statement of what goals the chosen media are expected to accomplish e.g. create and/or sustain awareness
Managers' (rationalists') Perspective on Advertising Creativity
Ads are promotional tools used to communicate favorable impressions to the marketplace
Guidelines for setting frequency objectives
Ads with high impact require lower levels of frequency When brand awareness is a campaign objective, aim for high reach When products/brands have short life cycles, aim for high reach quickly
Flighting Patterns
Advertising only during purchase cycles allowing for more than one medium or vehicle with limited budgets (inc likelihood of whereat, lack of awareness/interest/retention during nonscheduled times, vulnerable to competitive efforts during nonscheduled)
Guerrilla Marketing
An unexpected advertising approach that disrupts the audiences' environment to get their quality attention, helping brands to convey messages more effectively ex. the ass-kisser project, Worst breath in the world,
Teixeira's Four Steps for making viral ads
Attracting viewer's attention, retaining attention, getting viewers to share the ad with others, persuading viewers
The Unique Selling Proposition (USP)
Benefit: Buy this product/service and you get this benefit Unique: Must be unique to this brand or claim; rivals can't or don't offer it Potent: Promise must be strong enough to move mass millions Ex.) Colgate total mouthwash improve health in 2 weeks, healthy mouth healthy body, diabetes and oral health, #1 recommended most by dentists
In Class Burberry Assignment
Best ad appeal and creative execution style for Burberry's big idea that satisfies guidelines for evaluating creative output. Burberry created fashion trench coat blog: Art of the trench (with UGC and links to purchase burberry items)
Ikea Moving Day (guerrilla marketing example)
Brand Challenge: Demonstrate the purpose of Ikea - to provide a better everyday life - in an intensely competitive environment for decor (Home Depot, Sears, and a dozen others). Big Idea: Target the "anxious urbanites"(young urban dwellers) in Montreal who can't move all their stuff on their own on "moving day" July 1, when 225,000 people in Quebec, Canada move. All at once. Help make a move organized by IKEA a move made better. Objectives: Increase store traffic from previous year Increase store sales from previous year Results: Store traffic increased 14% from same weekend the previous year, Sales increased 24.5% Sales increase from the guerilla marketing effort was equivalent to building, stocking, and opening an additional 300,000 square foot store in that market.
Why Branded Entertainment?
Branded entertainment is how advertisers are responding to connected viewing trends.
Advertising campaign theme
Central message communicated in all the advertising and promotional activities expressed through a slogan or tagline
Media Factors determining frequency
Clutter, scheduling, repeat exposure, editorial environment, number of media used, attentiveness
Practical Value (Berger's six STEPPS)
Communication messages have to relevant. Lists, "did you know." News people can use.
Emotion (Berger's six STEPPS)
Communications with emotional components are more likely to be shared. "When we care, we share."
Public (Berger's six STEPPS)
Content must be easily shareable in all relevant channels. "Built to show, built to grow."
Daily Inch Rate *not sure if on exam
Cost of ad space / circulation x 1000
CPM Calculation
Cost of ad unit / Circulation or audience x 1000
Cost per rating point (CPRP) *not sure if on exam
Cost of commercial time / program rating
Creative People's Perspective on Advertising Creativity
Creativity of an ad is in its artistic value and originality. Ads are communication vehicles for promoting their own aesthetic viewpoints and personal career objectives.
Media Strategy
Decisions on how the media objectives can be attained
Creative Tactics
Determining how the message strategy will be executed
Creative Strategy
Determining what the advertising message will say or communicate
Determinants of Creativity
Divergence and Relevance
Examples of Viral Ads
Ex. Bud Light swear jar Ex. 2: Darth Vader Volswagen Ad
Personality Symbol
Ex. Dos Equis created personality symbol Ex. 2 Mayhem All State Personality Symbol
Testimonial Ads
Ex. Farmer promoting weed killer in print advertisement Ex. 2 Celebrities are often used (Proactive, Sharpie with David Beckham)
Humor
Ex. Huggies Diapers nothing stops leaks better Ex. 2: Chevy Happy Grad user generated content ad
Positioning
Example in Class: Pepsi Max as a diet cola for men advertising campaign
Brand Image Advertising
Example in class: A diamond is forever
Inherent Drama
Example in class: Google's: Search on commercial (Parisian Love). Brilliant ad because focuses on benefit but also tying in emotions around that benefit
Informational/Rational Appeals
Feature: Focus on the dominant product traits Competitive Advantage: Makes comparisons to other brands Favorable Price: Makes price offer the dominant point News: News announcement about the product Product/Service Popularity: Stresses the brand's popularity Example in Class: Olay anti-aging facial cream commercial
Seeking the Big Idea
Finding the inherent drama, Use a unique selling proposition, Positioning, Create a brand image
Illumination (Wallas' Creative Process Model)
Finding the solution
Preparation (Wallas' Creative Process Model)
Gathering information
Medium
General categories of delivery systems, including broadcast and print media
Immersion (Young's Creative Process)
Get raw material and data, and immerse yourself in the problem
Media Objectives
Goals to be attained by the media strategy and program
Two key reach and frequency questions
How much reach is necessary? What frequency level is needed?
Young's Creative Process
Immersion, Digestion, Incubation, Illumination, Verification
Plot Connectedness Brand Placement
Integration of the brand into the plot
Cons of Branded Entertainment
It complicates traditional media metrics, goals and institutional relationships. (hard to measure)
Media selection should be driven by
Media Objectives, characteristics of media, target audience characteristics (understanding media habits is critical), Mediamark Research Inc (MRI), A.C. Nelson Data, competitive considerations
The Big Idea must:
Must be adaptable in today's rapidly changing world Does it work across the variety of media we will use in the IMC campaign? Does it connect with consumers? Marketers have to be able to engage consumers and enter into dialogues with them, not just push messages at them.
In class exercise: 2009 Dirty, Dirty Domino's Pizza
Nose picking incident Product feedback was pretty negative But they discovered they didn't understand their customers target consumers valued personal relationships they developed with pizza service Had to change more than the pizza Had to be seen as honest and transparent
Reach
Number or percentage of different audience members exposed at least once in a time period
Frequency Priority is used when:
Objective is brand recall, product or service is directed to special consumer segment
Divergence
Originality, Flexibility, Elaboration, Synthesis, Artistic Valule
TV Pros and Cons
PROS: 98% reach potential including upscale demographics, exposure frequency opportunity, sight/sound/motion and intrusiveness can increase message impact, high geographic flexibility, further targeting flexibility via selection of dayparts, programs, and markets CONS: High cost to achieve effective reach/frequency, less targetable, high clutter and competitive activity, declining effectiveness and commercial audiences, increased commercial zapping with growth of DVR, high production and talent costs
Print Pros and Cons
PROS: Choice of broad or selective reach, target special interest and psychographics, creative flexibility, geographic flexibility, potential for relevant content, great for considered purchase products and products requiring more explanation and info, appetite appeal, coupon and promotional opportunities, help to balance frequency distribution/reach lighter TV viewers, add synergies to mixed media, placing URL in ad increases web views, longevity CONS: Selective perception (easy to skip), builds reach more slowly than broadcast media, lack of immediacy, not intrusive, long lead times for closing
Radio Pros and Cons
PROS: Demographic targeting by radio format, build high frequency with a station's audience, lower CPMs and out of pocket costs, reach impulse buyers out of home, station's on air talent, promotion, and merchandising opportunities CONS: Audience fragmentation (over 10,000) stations dividing up available listening audience, results in small ratings for most stations, acquiring significant reach may require use of many stations, low attention levels, especially for music formats, lack of visuals restricts communication and use of sensory appeals, smaller coverage areas, and radio's daily reach may be declining
Brand Development Index (BDI)
Percentage of brand to total US Sales in market / percentage of total US population in market x 100
Category Development Index (CDI)
Percentage of total product category sales in market / Percentage of total US population in market x 100
Index Number
Percentage of users in a demographic segment / percentage of population in the same segment x 100
Why people share content
Positive High Arousal: Awe, excitement humor Negative High Arousal: anger, anxiety Positive Low Arousal: contentment Negative Low Arousal: Sadness *Positive framings are more viral *Shock and inspiration are more viral *the KEYS are positivity and arousal
Wallas' Creative Process Model
Preparation, incubation, Illumination, Verification
Slice of Life Advertising
Presents problem and product is solution Ex. Hallmark card commercial
In a movie, the lead actor is shown wearing Zelus Running Shoes in several scenes. marketers of Zelus are using nontraditional support medium of:
Product Placement
Branded Entertainment
Product placement, product integration, advertainment, content sponsorship, ad-supported VOD, emerging mobile
GRP Calculation
Reach x Frequency
Social Emotional Appeals
Recognition, status, respect, involvement, embarrassment, affiliation, rejection, acceptance, approval
Verification (Wallas' Creative Process Model)
Refining the idea
Media Objectives should:
Reflect the brand's marketing objectives, specifically identify the target market, specify how many times those people should see the messages during the intro and sustaining periods, reflect a balance between how many people will see a message and how many times they will see it
Other Appeals
Reminder, teaser, User generated content
Psychological Emotional Appeals
Safety, security, fear, love, affection, happiness, joy, nostalgia, joy, sentiment, excitement, sorrow, grief Ex. MasterCard creates an emotional bond with product benefit and spending quality time with son at baseball game
Berger's six STEPPS for contagious content
Social Currency, Triggers, Emotion, Public, Practical Value, Stories
Verification (Young's Creative Process)
Study the idea, evaluate it, reshape it for practical usefulness
Slogan
Summation line that briefly expresses the company or brand's positioning and the message it is trying to deliver to the target audience
Digestion (Young's Creative Process)
Take the information, work it over, wrestle with it in your mind
Emotional Appeals
Target personal states or feelings
Four Basic Steps for developing media plan
Targeting Objectives Tactics Scheduling
Target Rating Points (TRPs)
The # of people in the primary target audience the media buy will reach, the number of times they will be reached
Transformational Ads
The ad creates feelings, meanings, images, and beliefs.. It makes the product use experience richer, more exciting, warmer, more enjoyable Ex.: Corona find your beach, Skyy Vodka advertising
Advertising Appeals
The approach used to attract the attention of consumers To influence consumer feelings toward a product, service, or cause
Impressions (Gross Rating Points GRPs)
The combined measure of reach and frequency indicating the weight of a media plan
Coverage
The potential of audience that might receive the message through the vehicle
Media Vehicle
The specific carrier within a medium category
Creative Execution Style
The way an appeal is turned into an advertising message The way the message is presented to the consumer
Incubation (Young's Creative Process)
Turn the information over to be the subconscious to do the work
three categories of brand placement
Visual, Verbal, Plot Connectedness
Cons of OOH
Waste coverage, limited message capability, wearout, cost, measurement problems, image problems
Social Currency (Berger's six STEPPS)
We share things that make us feel smart and in the "know." Yes, even cat memes!
Triggers (Berger's six STEPPS)
We share what we're thinking about and those tend to be things we can remember. (lists and bizarre stories). How can we be top of mind?
Cost Per Thousand (CPM)
What a communication vehicle charges to deliver a message to 1,000 members of its audience. Used commonly for print media
Stories (Berger's six STEPPS)
What promises is the brand making to consumers across touch points? People love stories and the more brands can craft their stories in the context of a broader narrative, the better.
Media Targeting
Who should we advertise to? Through which media vehicles? Where should we advertise?
Pros of OOH
Wide local coverage, high frequency, geographic flexibility, creativity, creation of awareness, efficiency, sales effectiveness, production capability, timeliness
Where do most consumers get their primary information from?
Word of Mouth
Product Integration
Works best when product is incorporated into the lives of the characters and fits with their personalities and the storyline Ex. Modern family filmed using apple iPhone Ex. 2: Pinot Noir Up, Merlot Down in Sideways wine movie
The rationalists of creative advertising argue:
advertising must sell the product or service
Marketing Factors determining frequency
brand loyalty, brand share, usage cycle, brand history, share of voice, purchase cycles, target group
Verbal Brand Placement
brand mentions in dialogue (33% of placements) recall is higher for verbal vs visual
Brand Pulsing
brand or product is shown repeatedly but not too intrusively throughout the course of the video.
Cost elements of advertising space
circulation, size, position in publication, editions chosen, production requirements, frequency, use of color
Pulsing Patterns
combo of flighting and continuous (not required for seasonal products)
Issues with branded entertainment
easy for product placement to fade into the background, blatant and repeated placements may lead to customer backlash, and nobody is measuring reach/frequency/GRPs
Advertising appeals focus on functional or utilitarian needs and emphasize product features and benefits are known as __________ appeals
informational
Out-of-Home Advertising (OOH)
is advertising that reaches the consumers while they are outside their homes. 71% OOH is billboards and street furniture, other % alternative media, transit, and radio
A major reason for the continued success of outdoor advertising is:
its ability to innovate through technology
Branded Entertainment Effectiveness
leads to higher sales Visual presence of the brand with a verbal mention has a positive impact. However, when the placement is blatant or forced, it negatively affects stock price.Context has to be consistent with brand image can increase brand recall and brand attitudes
Message Factors determining frequency
message complexity, message uniqueness, new vs continuing campaigns, image vs product sell, message variation, whereat, advertising units
Visual Brand Placement
on-screen presence of the brand (53% of placements) Ex. Izzie from Grey's anatomy drinking Izze drink, ET Reese's pieces, Top Gun aviator glasses, The Firm Red Strip Beer, Risky business and the italian job wayfarers and mini cooper, Ally McBeal Nick and Nora PJs, Sex and the city Manolo shoes, and Friends coca-cola
Continuous Patterns
serves as a constant reminder to the consumer and covers the entire buying cycle which allows for media priorities (high cost, potential for overexposure, limited media allocation possible)
Straight Sell or Factual Message
simply communicate benefits of product Ex. Neutrogena sunscreen health defense
Frequency
the average number of times the receiver is exposed to the media vehicle in a time period
Reach Priority is used when:
the objective is brand recognition, the brand is national, consumers are diverse, product has a short life-cycle
virality
the tendency of an image, video, or piece of information to be circulated rapidly and widely from one Internet user to another; the quality or fact of being viral.
