Week 1 introduction of advertising

A history of advertising timeline (AU)

A new definition of advertising

Traditional definition
Advertising is any paid form of non-personal communication about an organization,
product, service or idea by an identified sponsor.
New, improved definition
Advertising is a paid, mediated form of communication from an identifiable source,
designed to persuade the receiver to take some action, now or in the future.

Advertising is about…
…understanding the consumer
What is important to them?
what media are the consuming?
What are they planning to buy?
What are they thinking when they make purchasing decisions?

Advertising has many uses

The nature and purpose of advertising differs from one industry to another and across
situations.
Communication & interact
Engage & involve
Brand awareness
Brand equity
Brand image
Drive demand

Key functions in advertising

Account management
Planning
Media
Creative
Production

Function and structure of ad agencies

Types of agencies
Full-service
Creative boutiques
Media-buying services
Other

The future of advertising

We are seeing changes in:
Advertising expenditure
Use of multiple channels and multiple platforms to deliver a consistent message.
Altered from a great execution to a strong strategy, inspired by consumer insight.

Consumer empowerment and the push-pull marketplace

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Traditional push model:
Advertising information was delivered by marketers, at a time when they supposed people
were watching television.
The main role of advertising was a tactical one, creating messages that were ‘pushed’
through the mass media to consumers waiting eagerly in their lounge chairs.
This has changed
Today’s marketplace:
Power is shifting from marketers to consumers.
Consumers don’t have to wait. Consumers have the power to access the information they
want, when they want it and wherever they are.
Consumers have the power to share their opinions with other consumers and influence the
value of the brand.

Social media

Old spice – smell like a man, man

Response campaign:

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186 personal video messages responding to fans’ comments on social sites Facebook,
Twitter and others were scripted, filmed and then posted online in just over two and a half
days of production

Summary and conclusions

Advertising in AU and NZ has a long heritage with its roots dating back to the 1800s.
Advertising has evolved from a ‘push’ by marketers to reach audiences to a more complex
and interactive approach that continues to be the best way to reach large audiences.
Consumer empowerment in the digital environment has led to an emphasis on shared
dialogue between marketers and consumers, and among consumers themselves.

IMC defined
Integrated marketing communication is a strategic business process used to plan, develop,
execute and evaluate coordinated, measurable, persuasive brand communications
programs over time with consumers, customers, prospects, employees, associates and other
targeted relevant external and internal audiences. The goal is to generate both short-term
financial returns and build long-term brand and shareholder value.

Twenty years of IMC

Executives in the Asia-Pacific region were unanimous in identifying the top notions of IMC:
- Strategic use of multiple, relevant channels, touchpoints or contact points to deliver a
message to a target audience
- Coordination and consistency (one-sight, one-sound, one-feel communications to
achieve synergy)
- Consumer centricity
- Involvement of the overall business process
- Measuring and tracking the effectiveness of programs
Implementation of these notions have been shown to positively impact IMC outcomes, such
as brand awareness, brand loyalty and sales.

Fragmented approach to marketing communication

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Coordinated IMC approach

Integration continuum

At one end of the continuum, audiences receive mixed or incorrect messages (dysfunction).
At the other end, the combined effect of all messages adds value (synergy).

Two types of integration

Integration is a management process that can be both a functional task of coordination, as
well as a strategic tool.

Message integration
Message integration is about verbal and visual consistency.

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Strategic integration
Strategic integration brings together all the elements of the IMC mix.

Case 1: Air New Zealand

Air New Zealand nothing to hide campaign
Campaign objectives were to:
- Leverage the campaign for retail promotional sales
- Convey that Air NZ’s airfare was all inclusive – unlike the competition
- Lift the Air NZ brand profile in offshore markets, primarily through unpaid media.
Insight – travelers using discount airlines are often caught out by hidden charges and extras.
Solution – highlight that Air NZ has no extra fees for services like in-flight drinks, baggage or
checking in. the price you pay includes everything upfront.
Air New Zealand cabin crew to strip off and wear only body paint.
Integration campaign:
- Content on youtube
- Targeted advertising in youtube/facebook/google
- Engaged with PR/Seeding companies in AU/US
- Overseas teams to drive media pickup
- Social media as a monitoring tool to identify/communicate with key influencers.
- Augmented viral activity with a focused investment into NZ TV, building immediate
reach and engagement.
Costs

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Leveraged retail promotional sales.
- Domestic revenue lifted by 30%
- Pacific revenue lifted by 96%
- Tasman revenue lifted by 40%
- Total storefront revenue lifted 33%

Level of awareness’ of 78% (TNS quote).

This is double the awareness of any comparably sized Air NZ campaign in the last two years.

220,000 of viewers went on to the Air NZ nothingtohide.co.nz website. 93% of these visits
were from people who hadn't visited the Air NZ website before.
Massive international PR uptake included CNN, Fox, the Today Show, CBS News,
Newsweek, the Huffington Post, the New York Times, the Telegraph, the Economist, the
Sun, Australian Channel 7 for 5 minutes, and 11 Japanese nationwide news programmes
(worth $1.6m).
Twitter posts about Air NZ spiked from 80 posts per day to 26,000 posts in one day.

Case2: Disney
Disney visits shopping malls
To help beat the winter blues, Disney World sent its top joy spreaders to a mall in Long
Island, New York in February 2015. A crew from Disney recently set up a shadow show at
one of the mall’s empty store fronts, topped with a sign for Umbra Penumbra Magic Shop
(umbra and penumbra are both distinct parts of a shadow). At first, it takes shoppers a
moment to realize they are being followed by the shape of a familiar Disney character, but
soon enough people are dancing along with Mickey Mouse and getting goofy with, well,
goofy.
Disney continues the magic
- If you’re wearing you Disney Magic Band and you’re made a reservation, a host will
great you at the drawbridge and already know your name—Welcome Mr. Tanner! She’ll

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 be followed by another smiling person—Sit anywhere you like! Neither will mention
that, by some mysterious power, your food will find you.
- “It’s like magic!” a woman says to her family as they sit. “How do they find our table?”
- In 2015, the Walt Disney Company has unveiled its first major brand campaign in
Australia for more than a decade, hoping to remind viewers that Disney can make life a
little more magical.
- "This campaign reminds consumers about the stories and characters of childhood, but
also reinforces the idea of making new, magical memories with friends and family.  And
of course, the creative delivers a Disney message from a uniquely Australian perspective,
which is key to generating local relevance and engagement and is an area of strategic
focus.”

Summary and conclusions

More and more companies are recognising the importance of IMC, coordinating various
marketing and promotional elements to achieve more efficient and effective
communication.
IMC tools include advertising, direct marketing, interactive and digital marketing, sales
promotion, public relations, sponsorship and personal selling.
In developing the IMC program, the marketer must decide which tools might be used and of
interest to consumers, and how to use and combine them to engage the audience and
achieve the organisation’s IMC objectives.

Week 2 the communication process

The nature of communication

Communication has many diverse definitions.
It is commonly defined as the passing of information, the exchange of ideas, or the process
of establishing a commonness or oneness of thought between a sender and a receiver.
Marketing communication is a complex process.
Effective communication depends on many factors, including:
- The nature of the message
- The audience’s interpretation of it
- The environment in which it is received

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A basic model of communication

Source
The sender, or source, of a communication is the person or organization that has
information to share with another person or group of people.
Affects how the communication is received

Encoding
Involves putting thoughts, ideas or information into a symbolic form (e.g. words, pictures,
symbols)
Need to use words, signs or symbols that are familiar to the target audience

Message
A message is the meaning that a source wants to convey to a receiver.
Messages must be put into a transmittable form appropriate to the channel.
Messages communicate meaning at multiple levels:
- Literal meaning (conscious)
- Symbolic meaning (subconscious)

Channel
Channel is the method by which the communication travels from the source or sender to
the receiver.

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Receiver/ decoding
Receiver: the person with whom the sender shares thoughts or information.
Decoding: the process of transforming the sender’s message back into thought.
This process is heavily influenced by the receiver’s frame of reference or field of experience
(the experiences, perceptions, attitudes and values they bring to the communication
situation).

Noise
Noise: extraneous factors that create unplanned distortion or interference in the
communications process.

Response/ feedback
Response refers to the set of reactions the receiver has after seeing, hearing or reading a
message.
- Response may include both non-observable and observable actions.
Feedback is part of the message recipient’s response that is communicated back to the
sender. It can take various forms and provides the sender with a way of monitoring how an
intended message is decoded and received.
- Feedback closes the loop and allows marketers to monitor message effectiveness.

The customer-initiated marketing communication model

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Brand touch points
Brand touch points refer to those occasions when a customer (or potential customer) comes
into contact with the brand.
Mapping consumer touch points allows marketers to determine when and where to
communicate with the customer in an integrated manner.
Touch points planning recognizes that consumers may assume responsibility for initiating
the flow of communications.
Four kinds of brand contact points:
- Intrinsic
- Customer-created
- Company-created
- Unexpected

Brand contact points

Models of the response process

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Implications of the traditional learning hierarchy models
The hierarchy models of communication response are useful to marketing communication
planners from several perspectives.
- All response models see consumers as moving through a series of stages (cognitive,
affective and behavioral).
- This suggests that advertisers face potential buyers at different stages of the hierarchy.
- Each stage of the hierarchy poses different communication challenges.
- Research may be useful in determining each segment’s levels of awareness, liking, etc.

Alternative response hierarchies

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Implications of the alternative response models
- It is recognized that not all response sequences and behaviors are explained adequately
by any of the response hierarchies.
- From a marketing communication planning perspective, it is important that marketers
examine the communication situation for their product or service and determine which
type of response process is most likely to occur.

The FCB planning model

Foote, Cone & Belding Grid

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The cognitive response approach
Hierarchical response models have been the focus for studying receivers responses to
communication for many years
Criticized because of it’s ‘black box nature’
- Can’t identify what is causing the response
Studies of cognitive processing of communication is one of the ways in which we try to
understand these responses
- Audience asked to write down or verbalise their thoughts about the ad

A model of cognitive response

Cognitive response categories

Elaboration likelihood model (ELM) of persuasion

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The ELM shows that elaboration likelihood is a function of two elements: motivation and
ability.
- Motivation to process the message depends on such factors as involvement, personal
relevance and individuals’ needs and arousal levels.
- Ability depends on the individual’s knowledge, intellectual capacity and opportunity to
process the message. For example, an individual viewing a humorous message or one
containing an attractive model may be distracted from processing the information ahout
the product.
Some believe that opportunity should be included as a third element.

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How communication works

Summary and conclusions

• Successful marketing communication depends on a number of factors, including the
nature of the message, the audience’s interpretation of it, and the environment in
which it is received.
• A number of models of the response process have been developed including the
AIDA, hierarchy of effects, innovation adoption and information processing model.
• The cognitive response approach and elaboration likelihood model are also used to
examine how marketing communication works.
• There are three critical intermediate effects between marketing communication and
purchase: cognition, affect and experience.
• Advertisers need to learn as much as possible about their target audiences and how
they respond to marketing communications.

Week 3 understanding the target audience

The target marketing process

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Target audience
Similar to the current user description, except it describes only the target market
- Demographics
- Psychographics
- Media use patterns
- Purchase patterns
- Geographic emphasis
- Lifestyle hot buttons

Market segmentation

General: described in terms of demographics, psychographics, lifestyle variables

Domain specific: described in terms of those characteristics associated with a product or
product category.
Brand specific: groupings in terms of brand loyalty, beliefs about the brand, buying
intentions.

The Sheth and Frazer attitude/behavior segmentation matrix

- Young Women’s attitude and behavior towards risky drinking
- Queensland Health Dept

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- Sheth and Frazer cited in Donovan and Henley 2003

Segmentation matrix

Selecting a target market

Market coverage strategy

Consumer behavior: the process and activities that people engage in when searching for,
selecting, purchasing, using, evaluating and disposing of products and services so as to
satisfy their needs and desires.

Consumer decision making

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Problem recognition

Consumer information search

Types of information search:
- Internal information search: based on memory or prior experience.
- External information search: seek information from marketers, friends, etc.
Existing product knowledge based on:
- Directed learning: prior search for information.
- Incidental learning: passive information acquisition through ongoing exposure
Simple exposure to advertising (low dose advertising) and product arrays, or
products seen in other people’s homes or offices (incidental learning).
Search activity is greater when:
- The purchase is important or risky
- Relevant information is easily obtained and used
The consumer’s prior expertise:
Search tends to be the greatest among those consumers who are moderately
knowledgeable about the product

Alternative evaluation

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After gathering and selecting information, the consumer moves to evaluation of
alternatives.

Evaluative criteria and consequences

Evaluative criteria are the dimensions or attributes of a product or service that are used to
compare different alternatives.
Evaluative criteria can be objective or subjective.
- For example, in buying a motor vehicle, consumers use objective attributes such as
price, warranty and fuel economy as well as subjective factors including image, styling
and perceived performance.

Two types of consequence

Functional: concrete outcomes (example: beverage-satisfies thirst; raincoat-keeps me dry)
Psychosocial: intangible outcomes (example: sports car-cool appearance)

Purchase decision
A purchase decision is not the same as an actual purchase.
Once a consumer chooses which brand to buy, he or she must still implement the decision
and make the actual purchase.
Additional decisions may need to be made, such as:
- When to buy
- Where to buy
- How much money to spend

Post-purchase evaluation

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The consumer decision process does not end with the purchase
After using the product or service, the consumer compares the level of performance with
expectations and is either satisfied or dissatisfied.
- Satisfaction occurs when the consumer’s expectations are either met or exceeded.
- Dissatisfaction results when performance is below expectations.

Another possible outcome of purchase is cognitive dissonance.

Cognitive dissonance: a state of psychological tension or post-purchase doubt that a
consumer may experience after making a purchase decision. This tension often leads the
consumer to try to reduce it by seeking supportive information.
Consumers and marketers aim to reduce this response in a variety of ways.

Expectancy disconfirmation model

Confirmation
Perceptions = Expectations
Negative Disconfirmation
Perceptions < Expectations
Positive Disconfirmation
Perceptions > Expectations

Examining consumer motivations

We have seen how consumers follow a series of stages in their buying behavior we can now
look at the drivers that influence each of the stages.

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To better understand the reasons underlying consumer purchases, marketers devote
considerable attention to examining motives – that is, those factors that compel a consumer
to take a particular action.

Maslow’s hierarchy of needs

Perception
Perception: the process by which an individual receives, selects, organizes and interprets
information to create a meaningful picture of the world.

Perception involves three processes

Sensation: direct response of the senses
Selection of information: determines which inputs will receive attention
Interpretation: organizing, categorizing and interpreting the information inputs

Advertising appeals to our sensory systems

The selective perception process

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Consumer attitudes

Attitudes: multiattribute models

Attitude change strategies

Change perceptions of importance of an attribute

Integration processes and decision rules

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- Integration processes are the ways in which product knowledge, meanings and beliefs
are combined to evaluate two or more alternatives.
- Analysis of the process focuses on the different types of decision rules or strategies
consumers use to decide
among alternatives.
- Sometimes consumers make purchase decisions using simplified decision rules known as
heuristics—e.g. buying the cheapest brand.

Heuristics
Heuristics: mental short cuts or rules of thumb that lead to speedy decisions.
Can be based on:
- Product signals
- Market beliefs
- Country of origin
- Familiarity
- Inertia

The consumer learning process

Consumer learning has been defined as the process by which individuals acquire the
purchase and consumption knowledge and experience they apply to future related
behavior.
Two basic approaches to learning are:
- Behavioral approach
- Cognitive learning theory

Behavioral learning
Behavioral learning theories emphasise the role of external environmental stimuli in causing
behavior, they minimize the significance of internal psychological processes.
Behavioral learning theories are based on the stimulus-response orientation (S-R), the
premise that learning takes place as the result of responses to external stimuli in the
environment.

Classical conditioning process

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Operant conditioning process

Cognitive learning theory

Behavioral learning theories have been criticized for assuming a mechanistic view of the
consumer that puts too much amphasis on external stimulus factors.
This being the case, the cognitive approach to studying learning and decision making has
dominated the field of consumer behavior in recent years.

Cognitive learning process

Situational determinants

Summary and conclusions

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A five-stage model of consumer decision making consists of problem recognition,
information search, alternative evaluation, purchase and post-purchase evaluation.
Consumers have different attitudes and motives that affect their evaluation of
advertisements and products
Environmental factors also influence consumer decision-making

Week 4 consumer insight

Insight
“the act or outcome of grasping the inward or hidden nature of things or perceiving in an
intuitive manner”
Definition: an instantly recognizable truth that you probably have not thought about before

Consumer insight
The consumer insight is at the heart of people’s behaviors in that product category.
- Taps into their core motivations and beliefs.
A great insight connects what people feel and want, with an action.
A true insight will connect with the consumer.
- That is exactly how I feel
Discovery of a deeply felt human truth that creates a powerful personal connection
between consumers to your brand,

Why do we need consumer insight?

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Consumer behavior :will buy dog food that is nutritious, tasty and healthy
Consumer insight: our dog is a part of the family
Advertising proposition: as good as the food that the rest of the family eats

Generating consumer insight

Research
Experience
Collaboration

Consumer insight example: persil

An observation study examinging mothers with children in relation to “getting dirty”
revealed that kids and dirt had a positive association for mothers. They felt positive about
their kids getting dirty as they saw dirt as a learning experience, and it made them proud of
their kids. That insight was so powerful that it transformed Persil into a much more
emotional and friendly brand with new products and services for consumers and double
digit growth for years to come.

Is it an insight?
Does it explain why people behave and think as they do, not just how?
Is there an ‘a-ha’ when the significance of what you have discovered is realized?
Does it tap into underlying consumer motivations and needs?
Does it have clear implications?

How to evaluate an insight

Fresh: an insight must be obvious and, in fact, overlooked or forgotten as a result. Check
again.
Relevant: an insight when played back to other target consumers should strike a chord.
Enduring: by building on a deep understanding of consumers’ beliefs and needs, a true
consumer insight should have the potential to remain relevant over time.
Inspiring: all the team should be excited by the insight and see different but consistent
applications.

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Consumer insight: dove ‘real beauty’
The campaign was inspired by insights from a study involving 3200 women across 10
countries in which only 2% of women said that they would describe themselves as beautiful.
Dove conducted the same survey in Australia to find only 1% of Australian women describe
themselves as beautiful.

Dove’s real beauty flops in china

- For years the idea behind Dove's "Real Beauty" campaign was lost on Chinese
consumers.
- Taiwanese saying: “There are no ugly women, only lazy ones”
- Dove eventually found a solution by partnering with the Chinese version of the “Ugly
Betty” program, “Ugly Wudi”
- One scene about Dove in the first season crossed two episodes and totaled nearly 50
minutes of product story line and product placement.
- Unaided awareness grew 75%, and sales shipments and unsolicited calls from new
distributors both doubled.

Week 6 the planning process

Planning defined
The process of deciding now what we are going to do later, including when and how we are
going to do it.

What is ‘account planning’?

Account planning is the art of involving the consumer in the process of creating advertising
that will ultimately speak to that consumer. It is relating to the consumer on a basic
understandable level.

Account planner: Does research, develops strategy and insights. Is the voice of the
consumer
Account planning is ‘the marketing services agency discipline that researches and defines
the client’s offering in the marketplace; applies strategic thinking, grounded in intelligence
and insights, to campaign planning’.

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Account manager: manages the client
Creative director/copywriters: creative ideas and development
Art director: overseas the artistic design of the campaign
Media: media planners and buyers strategize and buy media space
Digital strategist: digital campaigns
Production manager: produces the ad
Administration: finance, accounts, billing

New mentality: planning for ideas

Insight + ideas = effectiveness

Data for planning

Background research
Read about it
Talk to customers
Ask designers, engineers
Use the product
Store visits
Work for client

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From insight to strategy
Data – analysed, simplified and reported becomes
Information – creatively interpreted using intuition and judgement becomes
Insight – simple and clear and powerful enough to generate
Strategy

Advertising strategy
Strategy tells us how we are going to solve the advertising problem. The big idea. Not the
slogan or the tactics.

Advertising fits into a hierarchy of strategy

- Corporate strategy
- Business strategy
- Marketing strategy
- Marketing Communication strategy
- Advertising strategy
- Media strategy
- Creative strategy

Advertising strategy statement

Advertising will (verb)
(Target Consumer) that (Product/Brad)
is/will/provide
(Statement of Feature/Benefit).
Be sure your strategy statement relates to your objectives.

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Strategic triad

Positioning
… is the art and science of fitting the product or service to one or more segments of the
broad market in such a way as to set it meaningfully apart from competition.

Developing a positioning platform

Planning for IMC

From an understanding of the strategic marketing decisions relating to target market.
Segmentation and positioning. We begin to build and integrate an IMC campaign.
There are two key IMC planning models that offer some guidance in developing integrated
campaigns.
1. Outside-in planning
2. Zero-based planning

Outside-in planning

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Zero-based planning

Summary and conclusions

Planning is where great IMC campaigns begin.
Key strategic decisions include:
− segmentation and targeting
− positioning
− developing the customer insight
− creative strategy.
Strategic planning should lead to a deep consumer insight that inspires great creative ideas.
While planning is used in both advertising and IMC, the importance of strong research and
focused strategic thinking are akin to all types of planning and can benefit all kinds of
business decisions.

Week 7 measuring advertising effectiveness

Objectives
Objectives are: statements of what various aspects of the integrated marketing
communications (IMC) program will accomplish with respect to factors such as
communication tasks, sales, market share and the like.
They are needed for several reasons, including the functions that serve in communication,
planning and decision making, and measurement and evaluation.

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The value of objectives
Consensus
Planning & decision making
Measurement & evaluation

Characteristics of objectives

Hierarchy of objectives

Behavioral objectives versus communication objectives

There are generally considered to be of two types:
1. those that try to influence the way we think
2. those that seek to change the way we behave

sales vs communication objectives

Factors affecting sales

Technology
The economy

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Product quality
Price
Distribution
Advertising and promotion
Competition

Use sales objectives when..

Sales objectives are appropriate when using:
- IMC tools designed to elicit direct action (sales promotion, direct marketing)
- direct response advertising

andrex or Kleenex promotion

Andrex asked consumers to collect four proofs of purchase and send £2 to claim a beanie
puppy.
- Redemption levels topped a million, resulting in a 3 per cent share increase during the
promotional period.
- Some 12 million rolls of Andrex were sold, with a 12.5 per cent increase in purchase
frequency.

KFC snack! In the face

Problem:
KFC is a destination. We might have 600 stores. But once competition expands to include
vending machines, convenience stores like 7-11 (which has really ramped up in the last 3
years) or even just the pack of chocolate already sitting in the desk drawer, we suffer. It’s
not a quick ‘in and out’ visit and we’re not within arm’s reach.
Our challenge:
To stop people grabbing the closest snack between 2-5pm and instead motivate them to ‘go
the distance’ to a KFC store.
Objective?
To increase same-store sales of snacking products by +5%VYA during October and
November 2013.

Communication objectives
Possible communication objectives include:

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- increasing the percentage of consumers
in the target market who associate specific features, benefits or advantages with our
brand
- increasing the number of consumers in the target audience who prefer our product over
the competition

aldi – similar brands, better value

“Everything we do is designed with one goal in mind – to enable Australian shoppers to live
richer lives for less. Making sure our customers are satisfied with their experience at ALDI is
a big part of this, which is why we offer permanently low prices, an award winning product
range and a quality in-store experience,” added Bongardt.

Westpac is a good corporate citizen

Westpac might use communication objectives, such as
'To inform the target market of their CSR stance or to raise awareness of their ethical
practices.'

Advertising effects

Communication effects pyramid

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Approaches to setting objectives: DAGMAR
Define, advertising, goals for, measuring, advertising, results

Problems with communications objectives

Problems with communication objectives

Analysis of 880 IPA DataBank case studies reveals: The failure to set clear (ideally quantified)
business objectives (such as a profit target or share growth) is bad for brands.
The hugely successful U.K. launch of telephone directory-assistance provider The Number
118 118 (a division of U.S. company KGB), is a great example of how setting hard business
objectives drives better communications strategy and delivers results. Experience of
deregulation in other countries indicated that only two brands would survive, so market
share became the primary objective for The Number 118 118, with consumer mindshare the
key secondary objective. The brand invested heavily in a pre-emptive marketing
communications strike that maximized first-mover advantage and then consolidated its
position once the competition entered the fray.

Other approaches: RTTT

Realistic
Target market is clearly defined
Task – state exactly what degree to change is sought
T is for the timeframe of the objective

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To achieve an 15% increase from 45% awareness in our target audience of 18-24 year old
males in South East Queensland within the next 12 months.

Balancing objectives and budgets

Sales response models

Theoretical perspectives on budgeting

Basic principles of marginal analysis

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Top-down and build-up budgeting

Top-down budgeting methods

Build-up budgeting methods

Objective and task method

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Three phases of evaluation

Reason for and against measuring effectiveness

The measurement process

Testing for campaign development

Concept generation and testing

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Rough art, copy and commercial testing – key types

Pretesting finished print ads

Pretesting finished broadcast or digital ads

Testing in the market place

The fact that the marketing communication campaign has been implemented does not
mean there is no longer a need for testing.
The pretests were conducted on smaller samples and may in some instances have
questionable merit, so the advertiser must find out the effect of the communication in the
marketplace.

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Posttest of broadcast or digital commercials

Challenges in the new age

Cross device tracking is in it’s infancy
Traditional cookie-based tracking sees devices as different users
Cross device targeting can be done through probability matching
Only when users log in to the same service across devices can they be tracked

Summary and conclusions

Setting objectives is an essential part of the planning process.
Specific objectives are needed to guide the development of the marketing communication
program, as well as to provide a benchmark against which performance can be measured
and evaluated.
Objectives may be sales- or communication-orientated.
Setting budgets is also an important consideration—even the most widely adopted
budgeting methods have some major problems.
Many methods for setting budgets are used by practitioners—from economic modelling
through to objective and task methods.
Research to measure effectiveness is important to the IMC program.
Not enough companies test their marketing communication.
Problems exist with current research methodologies.
A variety of research methods—including pretesting and posttesting—were outlined.
It is important that effectiveness measures are linked to campaign objectives.
New initiatives in measurement continue to be developed.

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Week 8 traditional media

Media planning is a process involving many layers of complex decisions.

At its heart, media planning attempts to find the best match of media, bearing in mind the
target market and given budgetary constraints.
Media planning is both an art and a science
Basic terms and concepts

The media plan

The media plan determines the best way to get the message to the audience.
The goal of the media plan is to find the combination of media that enables the marketer to
communicate the message in the most effective manner to the largest number of potential
customers at the lowest cost.

Developing the media plan

Market analysis: who shall we advertise to?

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Presenting a media diary

Media objectives
Examples of media objectives:
Reach 60% of the target audience at least three times over the same six-month period.
Use broadcast media to provide coverage of 80% of the target market over a six-month
period.
Concentrate heaviest advertising in winter and spring, with lighter emphasis in summer and
autumn.

Reach vs frequency
Since advertisers have a variety of objectives and face budget constraints, they must usually
trade off reach and frequency.
They must decide whether to have the message seen or heard by more people (reach) or by
fewer people more often (frequency).

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Effective vs average frequency

Effective frequency
The level of frequency will vary with every brand because there are so many variables:
The offer – its value and complexity.
The attention value of the medium itself.
The attention-getting power of the message itself.
The target audience’s level of need or desire to learn about a brand.
The MC objectives.
The amount of competitive brand messages

Developing and implementing media strategies

Target market coverage

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Evaluation and follow-up
All plans require some evaluation to assess their performance.
Measures of effectiveness must consider two factors:
1. How well did these strategies achieve the media objectives?
2. How well did this media plan contribute to attaining the overall marketing and
communication objectives?

Characteristics of media
One of the most basic elements in this process is the matching of media to markets.
The text provides information on the changes occurring within the key media types. For this
presentation we will focus on the advantages and disadvantages of each—although
students are encouraged to read the text in full for a complete understanding.

Television

Radio

Magazines

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Newspapers

Support media
Support media include a number of alternative media and ambient media. Many advertisers
have increased their use of support media, and, as new alternatives are developed, this use
will continue to grow.

Out of home/ambient

Promotional products

Cinema

Brand entertainment

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Guerrilla marketing
In addition to branded entertainment, another way that advertisers are now attempting to
reach consumers is referred to by a variety of names, including guerrilla marketing, stealth,
street, buzz or viral marketing.
Whatever it is called, there seems to be no end in sight to the ways in which advertisers will
attempt to reach you.

Summary and conclusions

Media planning is a process involving many layers of complex decisions.
At its heart, media strategy attempts to find the best match of media, having regard to the
target market and given budgetary constraints.
Media planners attempt to balance reach and frequency objectives while also giving
consideration to creativity and other relevant non-quantifiable factors.
All of the main media have their own characteristics, strengths and limitations.
Media planning is both an art and a science—advertisers wish to make optimal media
decisions using hard data and insight.

Week 9 message strategy

Creativity, like IMC, is everything

Creativity: communication messages that can break through the competitive clutter, grab
the consumer’s attention and have impact. Advertising creativity is the ability to generate
fresh, unique and appropriate ideas that can be used as solutions to communication
problems.

Dimensions of creativity
Stuhlfaut and Yun Yoo (2013)’s four dimensions of creativity:
1. Novelty (original or untried)
2. Utility (appropriateness)

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 3. Affect (emotionally engaging and likeable)
4. Humour

Creative principles

Creative thinking
Young’s model of creative process contains five steps:
1. Immersion
2. Digestion
3. Incubation
4. Illumination
5. Reality or verification
Roger Von Oech suggests a four-stage process:
1. The explorer
2. The artist
3. The judge
4. The warrior

The creative process

Message strategy-an introduction

Formulating the right message or creative strategy is absolutely vital.
It’s all about knowing what to say.
It’s all about the message.

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Because unless you know what to say, you will never make that connection between your
product and the consumers or the other stakeholders you seek to target.

Message and IMC

There are four different types of messages contained in an IMC campaign, these are:
1. Product messages
2. Service messages
3. Planned messages
4. Unplanned messages

Message consistency

Message structure
While it is important to identify the kind of message and how consistent it is, we may also
benefit from looking at how the structure of a persuasive message can influence its
effectiveness.
- Order of presentation
- Conclusion drawing
- Message sidedness
- Verbal versus visual messages

Order of presentation

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 If the target audience is opposed to the message (or not interested), presenting strong
points first can reduce the level of counter arguing (or can capture interest before they
tune out)
 If the target audience is predisposed to the message (or highly interested), strong
arguments can be saved until the end of the message
 Repetition of key elements (e.g. brand name) may be necessary at both the start and
the end

Conclusion drawing
Marketing communicators must decide whether their messages should explicitly draw a firm
conclusion or allow receivers to draw their own conclusions.
− Research suggests messages with explicit conclusions are more easily
understood and effective.
− However, other studies have shown effectiveness of conclusion drawing
may depend on the target audience,
the type of issue or topic, and the nature of the situation.

Message sidedness

Verbal vs visual messages

• In addition to the words, the visual also influences the way the message is
processed.

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 • Consumers may develop images or impressions based on visual elements such as an
illustration in an ad or the scenes in a TV commercial.
• Balance between visual and verbal
• Visual processing
• Easier to recall
• Stored both as pictures and words
• Concrete vs. abstract
• Visual esperanto

Message objectives
Based on the Facets Model of Effects:
See/hear
Create attention, awareness, interest, recognition.
Feel
Touch emotions and create feelings.
Think/understand
Deliver information, aid understanding, create recall.
Connect
Establish brand identity and associations, transform a product into a brand with distinctive
personality and image.
Believe
Change attitudes, create conviction, and preference.
Act/do
Stimulate trial, purchase, repurchase or some other form of action

The message strategy

Strategic triad

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The road crew
Why are we advertising at all?
To create awareness for an evening alternative ride service.
What is the advertising trying to do? Make the new ride service appealing to men in order
to reduce the number of alcohol-related crashes.
What are their current attitudes and perceptions? “My car is here right now. Why wait?
There are few options available anyway.
I want to keep the fun going all night long.”
What is the main promise we need to communicate? It’s more fun when you don’t have to
worry about driving.
What is the key moment that we tie to? “Bam! The fun stops when I need to think about
getting to the next bar or getting home.”
What tone of voice should we use? The brand character is rugged, cool, and genuine. We
need to be a “straight shooter” buddy on the barstool next to the target.

Message strategies

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Approaches to the major selling idea: inherent drama

Approaches to the major selling idea: positioning

Message source

Message source: credibility

• Derived from other five characteristics
• Acceptance of individual and message
• Believable

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 • Most sources do not score high in all characteristics
• Celebrities most likely to possess all characteristics

Message source: attractiveness

• Physical attractiveness
• Personality attractiveness
Message source: similarity
• Closely related to attractiveness
• Allows for identification
• Source has similar beliefs or attitudes
• Preferences or behaviors similar
• Aspiration similarity
Message source: likeability
• Consumers respond to sources they like
• May like role an actor plays
• May like an athlete because on favorite team
• May like source because supports favorite cause
• Transfer of dislike to brand being endorsed
Message source: trustworthiness
• Not all spokespersons are viewed trustworthy
• Degree of confidence or acceptance
• Helps consumers believe message
• Likeability and trustworthiness related
Message source: expertise
 Higher expertise
 Higher credibility

Matching source types

Celebrities
- Tend to score high in credibility
- Negative publicity
- Endorsement of too many products
CEO

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- Trustworthy, expertise, and some credibility
- Must exercise care in selection
Expert
- Seek experts who are attractive, likable, trustworthy
- Valid credentials important
Typical person
- Multiple typical persons increase credibility
- Real-person
- Actor

Summary and conclusion

• Creativity is difficult to define and to generate
• Message strategy tells us what we should say, but creative messages require a ‘big
idea’.
• Consistency of message is a core aspect of IMC.
• The structure of the message affects its effectiveness
• There are many different types of message strategies

Appeals & execution

Big idea
• A central or unifying idea around which a campaign is built
• A central message that can be co-ordinated across all marketing communications
activities and media platforms over time

Barriers to big ideas

Appeals

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Rational appeals
 Comfort
 Convenience
 Economy
 Health
 Quality
 Dependability
 Durability
 Performance
 Efficiency

Emotional appeals social-based feelings

 Acceptance
 Approval
 Affiliation / belonging
 Embarrassment
 Involvement
 Recognition
 Rejection
 Respect

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  Status
 Sophistication

Fear appeals
The underlying logic is that appealing to consumer fears will stimulate audience involvement
with a message and thereby promote acceptance of the message arguments.
Appeals to consumers’ fears by identifying the negative consequences of either:
(1) not using the advertised product, or
(2) engaging in unsafe behaviour (such as drinking and driving, smoking, and using drugs).
This appeal to consumer fears may take the form of social disapproval or physical danger.

Relationship between fear levels and message acceptance

Appeal strength
 Low – not noticed
 High – ignored
 Moderate – works best

Humor appeal (based on case study)

• Used in 30% of TV and radio ads
• Captures attention
• High recall scores
• Consumers enjoy funny ads
• Often wins creative awards
• Advantages of humour
• Piques interest
• Increases recall and comprehension

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 • Elevates mood
• Problems with humour
• Offensive
• Overpower message (e.g. Dumb Ways to Die?)
• International usage
• Humor often rooted in culture
• Humor varies across countries

Advertising execution
Creative execution is the way that the advertising appeal (and big idea) are presented
Martin Mayer notes: “Execution” can become content, it can be just as important as what
you say”.

Executional techniques

Creative tactics
The verbal and visual elements of the ad

Role of an art director

• Responsible for creating visual impact
• Makes decisions about all elements of the ad including headline, subheads, copy,
slogan, brand name, logo etc
• Considers the visualisation of the Big Idea
• Trained in graphic design, art, photography etc
• Usually design the ad but don’t do the finished product

What is copywriting?

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 • Writing a message that sells a product/concept or service.
• An idea person, coming up with concepts that can be visual, interactive and
sometimes that don’t even use any words.

A copywriter
Communicates in words & pictures
You need to get attention, then present facts in an interesting & unexpected way
– Knowledge of films, music, personalities, books, TV, fashion
– Understands culture and the audience

Guidelines for evaluating creative output

Summary and conclusions

• Appeals can be broken into two broad categories—rational and emotional.
• Different types of appeals are used depending on consumer involvement, product
type and competitive environmental factors.

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