Lecture Advertising and promotion (2/e) – Chapter 9: Message strategy and execution

The goals of this chapter are: To examine messages their types, structure and consistency, to discuss what is meant by creativity and creative thinking in IMC, to examine the creative process looking at message strategy and execution,...

Chapter 9

Message strategy and execution

3 To examine the creative process—looking at message

strategy and execution.

4 To be able to articulate a message strategy and identify

different types of message strategy.

5 To explore the best way to execute the big idea—looking at advertising appeals and execution techniques.

6 To consider the contribution of creative tactics to

outstanding production.

7 To consider the importance of clients in inspiring and

evaluating the creative work of their agencies.

Creativity and IMC

Kinds of messages

Message consistency

Message strategy and execution

Message structure

Messages and IMC

Message strategy The big idea

Creative process

How to say it

Types Message strategy

Strategic

triad

Persuasive communications

The ‘right’ message:

different audiences

Types of messages

The consistency triangle

The campaign theme

campaign is built

coordinated across all marketing

communications activities and media

platforms

You ought to be congratulated

Message structure

Message conclusions

What conclusions do you

draw from this ad for

Veet?

Creating an emotional connection

Universal message standards

Buzzman creativity

Absolut accessory

Creativity and IMC

Kinds of messages

Message consistency

Message strategy and execution

Message structure

Messages and IMC

Message strategy The big idea

Creative process

How to say it

The creative process

Rice sculptures

O bs

er va tio n

Use the pr oduct

The message strategy

Message strategy defined:

Strategic triad

Message strategy statement

Message strategies

Unique selling proposition

Creating a brand image

Often used for products such as soft drinks,  perfume, liquor, clothing, airlines.

Often used for products such as soft drinks,  perfume, liquor, clothing, airlines.

Creativity sales strategy is based on a strong,  memorable brand identity through  image 

advertising.

Creativity sales strategy is based on a strong,  memorable brand identity through  image 

Approaches to the major selling idea: positioning

Establish a particular place in the customer’s mind for the product or service.

Establish a particular place in the customer’s mind for the product or service.

Positioning may be based on:

Creative principles

Positioning

Approaches to the major selling idea: inherent drama

Focus on consumer benefits with an emphasis on the dramatic element in expressing them

Messages generally presented in a warm, emotional way

e.g McDonald’s, Kellogg’s cereals and Hallmark greeting cards

Messages generally presented in a warm, emotional way

e.g McDonald’s, Kellogg’s cereals and Hallmark greeting cards

Finding the inherent drama

The big idea

The big idea (cont.)

David Ogilvy on the big idea:

I doubt if more than one campaign in a hundred  contains a big idea. I am supposed to be one of the  more fertile inventors of big ideas, but in my long  career as a copywriter I have not had more than 

20, if that.

David Ogilvy, Ogilvy on Advertising, 1983

The big idea (cont.)

Appeals and execution

Advertising appeal defined:

The appeal can be said to form the underlying content of the  advertisement, and the execution the way in which that 

content is presented. Advertising appeals and executions are  usually independent of each other; that is, a particular 

appeal can be executed in a variety of ways and a particular  means of execution can be applied to a variety of advertising  appeals.

William Weilbacher, Advertising, 1984

Primarily processed emotionally

Focus on social or psychological Focus on social or psychological

Message appeals

Executional techniques

Execution

Straight sell Straight presentation of product

Demonstration ‘Seeing is believing’: shows

product in operation Rational/ emotional

Comparison Compares product advantages

with competitors or substitutes Rational/ emotional

Testimonial/ Person, staff or celebrity discusses emotional/

Executional techniques (cont.)

Execution

Slice of life Product solves a problem in a

real-life, everyday situation Emotional/ rational

Imagery Focus on visual elements: pictures,

illustrations and symbols Emotional

Dramatisation A narrative where the product is the

hero

Emotional/ rational

Humour Uses humour to appeal to the target

audience Emotional

Fear appeal

Which appeal?

Fear appeals

Fear appeals

or threats to health

• May identify social threats:

disapproval or rejection

• May backfire if the level of threat is too high

• May stress physical danger

or threats to health

• May identify social threats:

disapproval or rejection

• May backfire if the level of threat is too high

• Often used for

brands with small

• Often used for

brands with small

• Can suffer from early wear-out

• Attract and hold attention

• Often the most memorable

• They put the consumer in a positive mood

• Can suffer from early wear-out

Testimonial

Creative tactics for print

Print ad layout

Format Arrangement of the elements on the printed page Arrangement of the elements on the printed page

Size Expressed in columns, column inches or portions of a page Expressed in columns, column inches or portions of a page

Colour Mono, spot colour or four colour

White

White Marginal and intermediate space that Marginal and intermediate space that

Creative tactics for video and

Planning and production of TVCs

 Storyboards have numerous applications

 Some of the storyboard’s uses include:

 presenting concepts to clients for approval

 a basis for dialogue and negotiation between

agencies and clients

Creativity and IMC

Kinds of messages

Message consistency

Message strategy and execution

Message structure

Messages and IMC

Message strategy The big idea

Creative process

How to say it

Types Message strategy

Strategic

triad

Creative risk-takers

Creative risk-takers (cont.)

Barriers to big ideas

The copy platform

The copy platform, also known as creative platform or work plan, focuses energy and keeps the creative team ‘on

strategy’.

Guidelines for evaluating

creative output

Consistent with brand’s marketing objectives?

Consistent with brand’s advertising objectives?

Consistent with creative strategy, objectives?

Does it communicate what it’s supposed to?

Approach appropriate to target audience?

Communicate clear, convincing message?

Does execution overwhelm the message?

Appropriate to the media environment?

Is the advertisement truthful and tasteful?

Summary and conclusion

 Consistency of message is a core aspect of

IMC.

 Creative messages require a ‘big idea’.

consideration of both message strategy, the advertising appeal and execution.

two broad categories: informational and transformational.

 Different types of appeals are used depending

on consumer involvement, product type and