IMC campaing creative strategy

1. 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;

2. 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;

3. Message Confusion
1. Intended Message
what the sender wants to say;
thoughts & ideas.
2. Encoded Message
message transmitted;
‘encoded’ in certain words, colours, shapes & signs
3. Message Received
message interpreted by receiver;
perception, attitudes & experiences.

4. Model: Mass Communication
Source Intended Encoded Transmission
Message Message
Receiver
NOISE
Response

5. When Will MC be effective?

6. Creative Briefing
Brief
Desired
Response
Briefing
Create Stimuli

7. 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’.

8. Elaboration Likelihood Model
M.C.
Individual’s ability & motivation to process information (low or high)
high
Peripheral
Peripheral
Route( low) central route Route (low)
attitudinal change
high

9. 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.
Central
if high involvement; persuasion depends on quality of argument.
Peripheral
low involvement - persuasion depends on peripheral cues.

10. Creating Effective Marcoms: decision framework
1. Creative Strategy;
2. Message Content;
3. Message Structure;
4. Message Source;
5. Message Format;

11. 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

12. 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 strategy
Brand 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)

13. Positioning strategy (attacking a competitor or filling the market gap)
By attributes/product characteristic
By use/application
By user
By Price/quality
Cultural positioning
W.r.t product category
Against a competitor
Re-positioning (eg: Johnson and Johnsons’s adult shampoo)
Push/pull strategies (both to be used simultanoeusly to avoid failures)

14. 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 ….

15. 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;

16. 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

17. 4. Message Source: who should say the message?
 Celebrity?
 Expert?
 ‘Typical person’?

18. 4. Message Source: the Beckham effect
How does Beckham transfer his personality to adidas?
Attributes fundamental to a successful transference:
Credibility
Attractiveness
source power

19. Message Source: the Beckham effect

20. Endorsement process
Source Credibility Model
Hoveland (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

21. Source Attractiveness Model
McGuire (1985)
Familiarity: Knowledge through exposure
Likeability: affection due to physical appearance and behaviour
&/or
Similarity: perceived resemblance between source & receiver
Familiar, likeable &/or similar = persuasive.

22. Celebrity characteristics: product type
Erdogan, Baker & Tagg (2001)
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Trustworthy Expert Familiar Likeable Physically
attractive
Jeans
PCs

23. 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 image
High congruence = high advertisement & celebrity believability.

24. 5. Message Format: How to Say Message
Symbolically
How to encode intended message.
Symbolic presentation of message.
An understanding of semiotics can help.

25. 5. Message Format: creative routes
Problem/ Solution product as hero
Demonstration: benefit brought to life in the ad
Comparison: demonstration of competitive adv
Analogy: metaphorical treatment
Visual Symbol: features the brand symbol
Presenter: spokesperson
Testimonial: endorsement by a user
Slice of Life: borrows from normal life
Slice of Movie: borrows cinematic style/ theme
Attitude: brings to life brand attitude

26. 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;

27. 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;

28. 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;

29. 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 it
Define it
Explore it
Credible
Enduring
Stand Out
For them,
not me
Credible
Enlivens
On character
On brief

30. 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?
Style
Mood
Music
Mechanics
Same message
Clear message
Stand out
For them,
not me
Credible
On character
On brief
Branded

31. 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’

32. 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