Session 3

Integrated Marketing Communications: Session 3

Session 3: Creating IMC

Session aim & objectives:

Aim: discussing decisions involved in creation of effective IMC;

Objectives:Reviewing how creativity functions within IMC;Understanding how message confusion and persuasion exist;Creating effective marcoms through a decision framework: strategy; content;

structure; source; format;Reviewing how semiotics and the ‘science of signs’ operates;

Creativity & IMC

Defining characteristics of creativity:

Divergent: uniqueness and novelty;Relevant and meaningful;

Understanding elements of creativity:

Characters who express emotion;Situations whether humorous, poignant or dramatic;Visuals that are attractive or elegant;Music that is uplifting or evocative;

Message Confusion

1. Intended Messagewhat the sender wants to say;thoughts & ideas.

2. Encoded Messagemessage transmitted;‘encoded’ in certain words, colours, shapes & signs

3. Message Receivedmessage interpreted by receiver;perception, attitudes & experiences.

Model: Mass Communication

Source Intended EncodedTransmission

Message Message

Receiver

NOISEResponse

When Will MC be effective?

Creative Briefing

BriefDesired Respons

e

BriefingCreate Stimuli

Effective Marcoms: Creativity & Persuasion

Issues in MCs which affect persuasion:

Message Arguments: strength & quality.

Peripheral Cues: music; endorser.

Receiver Involvement: ability to process information.

Receiver’s initial position: ‘self persuasion’.

Elaboration Likelihood Model

M.C.

Individual’s ability & motivation to process information (low or high)

high

Peripheral PeripheralRoute( low) central route Route (low)

attitudinal change

high

Elaboration Likelihood Model

how cognitive processing, persuasion & attitudinal change occur when different levels of involvement are experienced.

Elaboration degree to which individual needs to process information to take decision.

Centralif high involvement; persuasion depends on quality of argument.

Peripheral low involvement - persuasion depends on peripheral cues.

Creating Effective Marcoms: decision framework

1. Creative Strategy;

2. Message Content; 3. Message Structure;

4. Message Source;

5. Message Format;

1. Message Strategy

U.S.P. :functional differentiation Nike Air Technology

Brand Image :psychological differentiation McDonalds

Apple

Positioning :differentiation from competitors; common in FMCG.

Pa

Patti and Frazer (1988) - Creative strategy alternatives

Generic strategy (no brand focus but only sector or product focus)Pre-emptive strategy (Generic claim with brand superiority)USP strategyBrand Image strategy (signs, symbols and images)

Resonance strategy (“Strike a chord” meanings, associations to the target audiences)Affective strategy (Invoke emotions)Informational strategy (eg: educational role)

Positioning strategy (attacking a competitor or filling the market gap)

By attributes/product characteristicBy use/applicationBy userBy Price/qualityCultural positioningW.r.t product categoryAgainst a competitorRe-positioning (eg: Johnson and Johnsons’s adult shampoo)

Push/pull strategies (both to be used simultanoeusly to avoid failures)

2. Message Content: What to Say

how to present information in an appealing manner.

“…the presentation of a (communications) message requires an appeal to be made to the target audience” Fill 2006 p. 539

Rationally or emotionally based?

Common message appeals ….

2. Message Content: What to Say

Categorising promotional appeals:

1. Rational – Product orientated: factual, product comparison, hard sell;

2. Rational – Consumer orientated: factual, problem solution;

3. Emotional – Product orientated: celebrity, soft sell;

4. Emotional – Consumer orientated: factual, product comparison, music humour;

3. Message Structure: How to Say the Message Logically

Conclusion Drawing complexity of issue? target’s level of education? direct response required? level of involvement?

Order of presentation primacy effect : strongest at start (low involvement); recency effect : strongest at end (high involvement). personal selling issue. E.g. Virgin Airlines

4. Message Source: who should say the message?

Celebrity?

Expert?

‘Typical person’?

4. Message Source: the Beckham effect

How does Beckham transfer his personality to adidas?

Attributes fundamental to a successful transference:CredibilityAttractivenesssource power

Message Source: the Beckham effect

Endorsement process

Source Credibility ModelHoveland (1953)Expertise: The perceived ability of the source to make valid assertions.Trustworthy: The perceived willingness to make valid assertions.Source exhibiting expertise and trustworthiness = credible & persuasive ∴

Source Attractiveness Model

McGuire (1985)Familiarity: Knowledge through exposureLikeability: affection due to physical appearance and behaviour&/orSimilarity: perceived resemblance between source & receiverFamiliar, likeable &/or similar = persuasive.

Celebrity characteristics: product type

Erdogan, Baker & Tagg (2001)

Trustworthy Expert Familiar Likeable Physically attractive0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5

JeansPCs

Product Match-Up Hypothesis

Kahle & Homer(1985)Social Adaption Theory: Adaptive significance of information will determine its impact.Fit of brand (name, attributes etc) & celebrity imageHigh congruence = high advertisement & celebrity believability.

5. Message Format: How to Say Message Symbolically

How to encode intended message.

Symbolic presentation of message.

An understanding of semiotics can help.

5. Message Format: creative routes

Problem/ Solution product as heroDemonstration: benefit brought to life in the adComparison: demonstration of competitive advAnalogy: metaphorical treatmentVisual Symbol: features the brand symbolPresenter: spokespersonTestimonial: endorsement by a userSlice of Life: borrows from normal lifeSlice of Movie: borrows cinematic style/ themeAttitude: brings to life brand attitude

5. Message Format: Semiotics

Defining semiotics: the study of signs and meanings;

Definition: perceptions (thoughts) and affective reactions (feelings) evoked by signs;

Categorising signs: anything that stands for something (object) to somebody (interpreter) in some respect (context);

Application: marketers transfer cultural meanings through signs in their communications;

5. Message Format: Semiotics

Semiotics: practitioner application

Context: consumers consume meanings not just functions;

Organisational application: Bang & Olufsen signifies one’s aesthetic tastes as well as interest in music; Blackberry – colour/design/reliability communicates ‘right’ meanings;

Outcome: uncovering signs/symbols shaping consumer/end-user understanding of a brand;

5. Message Format: Semiotics

Case example: emotional engagement with Johnnie Walker/Baileys;

Consumer motives: consumption driven by bespoke style statement;

Consumer preference of JW: combination of taste and perceived quality cues;

Semiotics and iconic brand traits: fame, resonance and adoption;

Evaluating Communications: idea

What is the ‘creative

idea’?

Good Idea?

Right for the target?

Right for brand?

What have I got?

Is it what I should have?

Understand itDefine itExplore it

CredibleEnduringStand Out

For them, not me

CredibleEnlivensOn characterOn brief

Evaluating Communications: execution

How doe the

execution

work?

Good

execution of the idea

?

Right for the target?

Right for brand?

What have I got?

Is it what I should have?

StyleMoodMusicMechanics

Same messageClear messageStand out

For them, not me

CredibleOn characterOn briefBranded

Creating IMC: Shopping Centres

Buchanan Galleries: 95 stores, mostly fashion-based

Organisational background: BG losing out to newer out-of-town centres

Brief: create brand platform that will endure, repositioning BG as fashion shopping destination;

Objectives: change perceptions of target market, attract shoppers with digital marketing;

Issues: BG considered to be more ‘household than clothes’’ lack of coherent brand image due to ATL ‘shopping campaigns’

Creating IMC: Shopping Centres

Buchanan Galleries: 95 stores, mostly fashion-based

Campaign solution

1. Redesigned BG website: improving quality/quantity of fashion/shopping content; encouraging users to move from ‘functional’ issues to fashion/shopping pages;

2. Innovative social media: Twitter focusing on young/mobile/urban segment; reinforcing fashion message; ‘Glasgowshopping’

Campaign benefits: Turnover up 25%Average spend risen by 58%Growth of on-line followers;Rated best for ‘great fashion shopping’Increase in perception rankings: trendiness