1. Marketing Communication
Marketing Communication Session 3
Marketing Communication December, 2nd 2013
Marketing Communication FCEE – UCP – MsC
Marketing Communication Tiago Simões

2. Groups

3. Session #4
Advertising – from the briefing to the ad
– Advertising Basics
– Advertising Process
– The Briefing
– Different types of message appeals, including celebrity
endorsers, humor, sex, fear, guilt, etc.
– Persuasion & Ethics

4. advertising basics
What?
•
Advertising is a mass-mediated communication.
For communication to be classified as advertising
it must be:
1) paid for,
2) delivered to an audience via mass media, and
3) attempting to persuade the receiver.

5. advertising basics
Why to use: Objectives and Roles
Inform
Influence
Remind
Complement
Reinforce
about a new product, feature…
e.g. consumers to try a product/brand
e.g. keeping brand/product in consumer’s mind
enhances other marketing activities
influencing perceptions about a product/brand

6. advertising basics
Advertising Management Process
•
Formulating Advertising Strategy
(setting objectives, formulating budgets, creating ad
messages, select ad media and vehicles)
•
Implementing Advertising Strategy
•
Measuring Advertising effectiveness

7. advertising basics
Effective Ads: Key Drivers
• Coordinated with other Marcom activities
• Related to Consumers needs, wants and
values (rather than marketeers)
• “Break through the clutter”
• Does not promise more than what the
product/brand can deliver
• Prevents the creative idea from overwhelming
the product/brand
Source: Integrated Marketing Communications in Advertising and Promotion, 7 th Edition

8. advertising basics
Main Advertising Formats
TV
TV
Television
NEWS
NEWS
PAPER
PAPER
Newspapers
MAG
MAG
Magazines
RADIO
RADIO
Radio
OUT
OUT
DOOR
DOOR
Outdoor
NET
NET
Internet

9. advertising basics
Main Advertising Formats
TV
TV
NEWS
NEWS
PAPER
PAPER
MAG
MAG
RADIO
RADIO
OUT
OUT
DOOR
DOOR
Television
•
•
•
•
•
NET
NET
•
High Impact: image,
sound & motion
High Reach / Coverage
Generates excitement /
evolvement
Allows demonstration of
the product
Audience segmentation
(to a certain extent)
Effective with sales
force and trade
•
•
•
•
•
•
Expensive: production &
media
Dispersion of audiences
Short life
Zapping
Clutter
Difficult to measure

10. advertising basics
Main Advertising Formats
TV
TV
NEWS
NEWS
PAPER
PAPER
MAG
MAG
RADIO
RADIO
OUT
OUT
DOOR
DOOR
NET
NET
Newspaper
•
•
•
•
•
•
•
Audience selectivity
Flexibility (geographic,
placement, format)
Special interest
selectivity
Allows more detailed
information
Timeless
Credibility
Portable
•
•
•
•
•
Reach
Passive: Cannot deliver
sound and motion
Low quality reproduction
Short life
High rates for
occasional advertisers

11. advertising basics
Main Advertising Formats
TV
TV
NEWS
NEWS
PAPER
PAPER
MAG
MAG
RADIO
RADIO
OUT
OUT
DOOR
DOOR
NET
NET
Magazines
•
•
•
•
•
•
•
Audience selectivity
Long life
Allows more detailed
information
High reproduction
quality
Credibility
Secondary readers
Portable
•
•
•
•
•
Limited geographic
options
Cannot deliver sound
and motion
Low frequency and
penetration
Clutter
Comparatively
expensive

12. advertising basics
Main Advertising Formats
TV
TV
NEWS
NEWS
PAPER
PAPER
MAG
MAG
RADIO
RADIO
OUT
OUT
DOOR
DOOR
NET
NET
Radio
•
•
•
•
•
•
•
Lower production/
media costs
Loyalty / Credibility
Reach segmented
audiences
Short lead times
Transfer of imagery
from TV
Local advertising
Messages are personal
•
•
•
•
Short life
Cannot provide details
No visuals
Audience
fractionalization

13. advertising basics
Main Advertising Formats
TV
TV
NEWS
NEWS
PAPER
PAPER
MAG
MAG
RADIO
RADIO
OUT
OUT
DOOR
DOOR
NET
NET
Outdoor
•
•
•
•
•
•
•
Excellent reach (24
hours/day)
High frequency
Geographic flexibility
High impact message
Reproduction quality
Cost effective
Works well with other
media
• Creative limitations
(size/perceptions)
• High production costs
• Weather can restrict
communication
• Cannot deliver sound and
motion
• Cannot provide details
• Excessive outdoor
messages

14. advertising basics
Main Advertising Formats
TV
TV
NEWS
NEWS
PAPER
PAPER
MAG
MAG
RADIO
RADIO
OUT
OUT
DOOR
DOOR
NET
NET
Internet
•
•
•
•
•
Low cost
High Segmentation
Measurable
Traceable
Interactive
• High fragmentation
• Credibility

15. Session #4
Advertising – from the briefing to the ad
– Advertising Basics
– Advertising Process
– The Briefing
– Different types of message appeals, including celebrity
endorsers, humor, sex, fear, guilt, etc.
– Persuasion & Ethics

16. the briefing
What is the briefing?
The briefing is a document produced by the company that
wants to advertise and that contains all the information the
agency needs to conceive and develop a campaign.
A good briefing is key to a good campaign.

17. the briefing
Context Target Objective
Insight
Benefit Why
Barriers Media
Mandatory
Briefing Structure
•
•
•
•
•
•
•
•
•
Context
Target
Key Objective
Insight / What do we want our target to: Think/Feel/Do
Key message / Main benefit
Reason why / Reason to believe
Main Barriers
Media
Mandatory Elements

18. the briefing
Context Target Objective
Insight
Benefit Why
Barriers Media
Mandatory
Context
Supplies succinct and useful information for the development of the
advertising/campaign.
This information may concern:
• Enterprise history
• Brand / Product background
• Competitors
• The market evolution
The context must provide a clear identification of the “Problem”.

19. the briefing
Context Target Objective
Insight
Benefit Why
Barriers Media
Mandatory
Target
“ I rather be something to few than nothing to all”
• Core Target: primary target to influence with the
campaign
• Broad Target: secondary or extended target. Not being
the key people to influence, are also considered potential
consumers for the brand/product.

20. the briefing
Context Target Objective
Insight
Benefit Why
Barriers Media
Mandatory
Target
Whom do we want to talk to?
How are these people?
Some segmentation criteria:
•
•
•
•
•
Geographic (region, city...)
Demographic (age, sex, marital status...)
Socio-economical (income, social class, education, occupation...)
Psychographic (personality, values, lifestyle, hobbies...)
Lifestyle

21. the briefing
Context Target Objective
Insight
Benefit Why
Barriers Media
Key Objective
Why is important to advertise?
• Create awareness, Familiarity, Stimulate Curiosity,
Ensure Top of Mind
• Inform, Demonstrate
• Create Images, Associations, Feelings towards a
product/brand
Mandatory

22. the briefing
Context Target Objective
Insight
Benefit Why
Barriers Media
Key Objective
Advertising can influence the consumer thoughts and
behaviour
From today…
…To tomorrow
Core target
current attitude
and behavior
towards the
brand /category
THINK
DO
Attitude and
behavior we
want to
provoke as a
result of the
communication
Mandatory

23. the briefing
Context Target Objective
Insight
Benefit Why
Barriers Media
Mandatory
Key Objective
•
Direct Response - Immediate reaction of the Consumer.
Consumer Thinks: Fantastic! I’m going to call right now! or I must to go
there tomorrow!
•
Search of Information - When the process of purchase is long and rational
elements are of major importance. Advertising must awake the interest and
desire of getting more information.
Consumer Thinks: It seems interesting. I have to know more!
•
Create a higher evolvement towards a brand/product
The consumer don’t buy the product right away but the brand stays
immediately associated with the solution of a problem or the satisfaction of a
wish. In the next purchase the product may be taken in consideration.
Consumer Thinks: What great idea!

24. the briefing
Context Target Objective
Insight
Benefit Why
Barriers Media
Mandatory
Key Objective
•
Recall satisfaction / Reinforce or re-order short list
Products/services with low involvement and routine purchase. In
these cases, it’s important to keep the brand in the top of mind.
Consumer Thinks: Oh! It is true. That reminds that...
•
Change attitudes - To modify attitudes is very difficult and this effect
is quite slow and Indirect.
Consumer Thinks: I never thought that it was so...
•
Reinforce attitudes - Reinforce convictions that consumers have
towards the brand. Directed to current consumers of the brand.
Consumer thinks: I always knew that I should buy X !

25. the briefing
Context Target Objective
Insight
Benefit Why
Barriers Media
Mandatory
Consumer Insight
Insight exists, consciously or unconsciously, in the target
thoughts, feelings and/or behavior and is relevant both for
the target and the brand, allowing to establish a stronger
connection.
What do we want our target to:
– Think : consumer’s thoughts and beliefs
– Feel
: feeling towards the brand, product, category, problem
– Do
: behavior towards the product, category, problem
Powerful Insights allow a stronger campaign over the key message.

26. the briefing
Context Target Objective
Consumer Insight
Insight
Benefit Why
Barriers Media
Mandatory

27. the briefing
Context Target Objective
Insight
Benefit Why
Barriers Media
Consumer Insight – Figuring it Out
1. Investigate, Read and Analyze
- Prior studies, books and news/reports
- Go further and investigate what the consumer says or
wants to say
2. Exploratory Market studies
- Qualitative studies (eg. focus groups)
- One-to-one interviews
- Ethnographical and Anthropological studies
- Movies/ photography studies (house or point of sale)
3. Be Close to Consumers
- Observe, speak and hear the target
- Live like the target live (eg: Unilever/Kellogg's programs
called “ Go live ”)
- Do what the target does
Example 1
Mandatory

28. the briefing
Context Target Objective
Insight
Benefit Why
Consumer Insight – What is the insight?
Barriers Media
Mandatory

29. the briefing
Context Target Objective
Insight
Benefit Why
Key Message / Main Benefit
• What will the consumer gain by buying
the Brand/Product?
• What is the main benefit the brand
wants to communicate?
Idea that links the truth concerning a product or a brand
and consumers’ motivations or needs.
Barriers Media
Mandatory

30. the briefing
Context Target Objective
Insight
Benefit Why
Key Message / Main Benefit
1. Product Characteristics / Features
2. Consumer Characteristics
3. Ways of using the product
4. Price
5. Image
6. Psychological Needs
7. Disadvantages of Not using the product
Barriers Media
Mandatory

31. the briefing
Context Target Objective
1. Product Features
2. Consumer
Characteristics
3. Ways of using the
product
4. Price
5. Image
6. Psychological Needs
7. Disadvantages of not
using the product
Insight
Benefit Why
Key message / Main benefit
Product Characteristics/Features
•
•
•
•
•
•
•
•
Ingredients
Texture
Performance
Packaging
Availability (or Rarity)
Possibility of Reload
Country of origin
How the product is
made
Barriers Media
Mandatory

32. the briefing
Context Target Objective
1. Product Features
2. Consumer
Characteristics
3. Ways of using the
product
4. Price
5. Image
6. Psychological Needs
7. Disadvantages of not
using the product
Insight
Benefit Why
Key message / Main benefit
Consumer Characteristics
•Celebrities uses
•Experts use
•Brand #1
(most people
buy it)
•Exclusivity
Barriers Media
Mandatory

33. the briefing
Context Target Objective
1. Product Features
2. Consumer
Characteristics
3. Ways of using the
product
4. Price
5. Image
6. Psychological Needs
7. Disadvantages of not
using the product
Insight
Benefit Why
Key message / Main benefit
Ways of using the product
•To Share
•To Offer
•Because
someone
deserves it
Barriers Media
Mandatory

34. the briefing
Context Target Objective
1. Product Features
2. Consumer
Characteristics
3. Ways of using the
product
4. Price
5. Image
6. Psychological Needs
7. Disadvantages of not
using the product
Insight
Benefit Why
Key message / Main benefit
Price
•
Discount / Cheaper
Barriers Media
Mandatory

35. the briefing
Context Target Objective
1. Product Features
2. Consumer
Characteristics
3. Ways of using the
product
4. Price
5. Image
6. Psychological Needs
7. Disadvantages of not
using the product
Insight
Benefit Why
Key message / Main benefit
Image
•
•
•
•
•
•
•
High Quality
Value
Friendly
Exotic
Contemporary
Freedom
…
Barriers Media
Mandatory

36. the briefing
Context Target Objective
1. Product Features
2. Consumer
Characteristics
3. Ways of using the
product
4. Price
5. Image
6. Psychological Needs
7. Disadvantages of not
using the product
Insight
Benefit Why
Key message / Main benefit
Psychological / Physiological Needs
• Thirst, Hunger, etc....
• Social Status
• Confidence
….
Barriers Media
Mandatory

37. the briefing
Context Target Objective
1. Product Features
2. Consumer
Characteristics
3. Ways of using the
product
4. Price
5. Image
6. Psychological Needs
7. Disadvantages of not
using the product
Insight
Benefit Why
Barriers Media
Key message / Main benefit
Disadvantages of Not using the product
• How you can lose
• Risk of Loss/ Damage
• Lost Opportunity
Mandatory

38. the briefing
Context Target Objective
Insight
Benefit Why
Barriers Media
Reason why / Reason to believe
What supports the Benefit communicated.
Makes the Key Message reliable
Reason-Why :
• Reason that justifies the benefit of
a brand/product:
– Characteristics of the Product (Formula, Ingredients, Tested
Scientifically)
– Conditions of the Process ( Service, Payment Conditions)
– After Sales (Warranty)
Reason-To-Believe :
• The Fact that makes consumers believe in a brand:
–
–
–
–
Specialist Endorsement (Market mavens, Consumers, Both)
Social Endorsement (Famous, Evidences, Consumers preference)
Heritage Endorsement ( Antiquity, Leadership, Tradition)
Testimonies
Mandatory

39. the briefing
Context Target Objectives Insight
Benefit Why
Barriers Media
Main Barriers
• Watch Outs - Facts that can make more difficult to
accept/understand the advertising message.
• Information useful to the agency in order to avoid
mistakes.
– Examples:
• terminology not easily understood by consumers
• competitors activities in the same direction
Mandatory

40. the briefing
Context Target Objective
Insight
Benefit Why
Media
•
What media should the agency consider
– TV, Radio…
– Any other specifications related to media:
• Number and length of ads/spots
• Desired target coverage
• Budget
Barriers Media
Mandatory

41. the briefing
Context Target Objective
Insight
Benefit Why
Barriers Media
Mandatory
Mandatory Elements
•
Elements that must appear in every or in specified advertising
formats of the campaign. These elements are often considered to
define a brand’s personality.
Examples of mandatory elements:
• Logo
• Website
• Phone Number
• Legal information
• Casting

42. the briefing
Context Target Objective
Insight
Benefit Why
Exercise
Barriers Media
Mandatory

43. Session #4
Advertising – from the briefing to the ad
– Advertising Basics
– Advertising Process
– The Briefing
– Different types of message appeals, including celebrity
endorsers, humor, sex, fear, guilt, etc.
– Persuasion & Ethics

44. Advertising process
Alternative styles of creative advertising
•
Functionally oriented – Appeals to consumers’ needs for tangible,
physical and concrete benefits (unique selling proposition)
•
Symbolically or Experientially Oriented – Appeals to consumers’
Psychosocial needs.
– Brand Image – associates the brand w/ symbols aiming a distinct identity/ personality
– Resonance – presents circumstances, real or imagined, related to the experience of
the target audience
– Emotional – appeals to emotions
•
Category Dominance riented – achieves advantage over competitors
– Generic - Makes no attempt to differentiate its brand from competitive. Focus on the
product category.
– Preemptive – Claims superiority towards the competitors gaining a comfortable place
on the market.

45. Advertising process
Different types of message appeals. Examples
SERENITY

46. Advertising process
Different types of message appeals. Examples
GUILT

47. Advertising process
Different types of message appeals. Examples
FEAR

48. Advertising process
Different types of message appeals. Examples
LUST

49. Session #4
Advertising – from the briefing to the ad
– Advertising Basics
– Advertising Process
– The Briefing
– Different types of message appeals, including celebrity
endorsers, humor, sex, fear, guilt, etc.
– Persuasion & Ethics

50. Persuasion in advertising
Ethical considerations
The idea is:
Unethical?
Deceptive?
Unfair?
Marketers’ needs
vs.
Consumer needs

51. Persuasion in advertising
Ethical considerations
•
Message?
-
Untruth and Deceptive
Manipulative
Offensive
Creating and Perpetuating Stereotypes
Playing on people’s Fears and Insecurities
….Inducing people to buy thing they don’t really need

52. Persuasion in advertising
Ethical Considerations
• Target?
- Children and Teens
- Economically Disadvantaged Consumers
- ...

53. Thanks!