Promotion
Persuasive communications designed and delivered
to inspire action in target audience
Highlighting product benefits
Touting monetary/nonmonetary incentives
Where and when they can access objects/services
Where they will perform the behavior
Establish dialogue/build relationships
Four Decisions
Messages
What you want to communicate
Messengers
Who will deliver the message? Who sponsors?
Creative Strategy
What you will say, and show how you want to say it
Communication Channels
Where and when messages will appear
Creative Brief (Table 13.1)
Key Message
Target Audience
Communication Objectives
Positioning Statement
Benefits to Promise
Support for the Promise
Openings
The times, places, situations where the audience will
be most attentive to, and able to act on, the
message
The Message
A statement that presents key aspects of the
communication strategy to the target audience.
Rational Appeals
One-sided : provide major benefit but address no
drawbacks
Work well with audiences already favorable and
have lower education
Two-sided : address both
Work well with indifferent audiences and high
education levels
Positive Emotional Appeals
Emotional benefit appeals – combine emotional
and rational appeals to show benefits by
compliance
Heuristic – feel good about product through the
mktg mix rather than message compliance
Fear (Threat) Appeals
Scare audience into changing
Effectiveness includes: severe threat of
social/physical harm, evidence of vulnerability to
audience, solutions that are both easy to perform
and effective
Works with older people, with solutions attached,
voluntary exposure (tgt adopter), “copers”
Humorous Appeals
Humor MUST convey the main message
Works well for simple messages
Varied, becomes stale rapidly
Moral Elements
Directed to sense of right and proper
Nonverbal Elements
Visual cues, graphic images, symbols…
Good campaigns cater to both heart
and mind – use a combo
Emotional appeals can be very effective. They
usually involve some nonverbal and/or moral
element. But logic must underscore every
emotional appeal.
Get it?!?
Source/Messenger Strategy
Sole sponsorship, partners
Endorsements, spokespersons
Credible sources
Expertise
Trustworthiness
Likability
Creative Tips
Keep it simple and clear
Sing happy birthday when you wash your hands
Focus on audience benefits
Buy expectations of benefits, not products
Vivid, personal, concrete messages
Vivid – stand out over all other competing messages
Personal – addresses target audience preferences
Concrete
Creative Tips
Make messages easy to remember
Try rhyming or surprise
Memorable mental pictures
Timing of another familiar event (like age)
Familiarity of other brand/slogan
Sometimes have a little fun
Try for a “big idea”
The “Holy Grail” (one idea, set of words, or image)
Creative Tips
Consider questions instead of a nag
Self-prophecy effect – influence of self-prediction
Cognitive dissonance
Highlight relevant social norms
What is „normal‟ or „typical‟
Realign perceptions with reality
Channel cont.
Your campaign goals/objectives
Desired reach and frequency
Your target audiences
Profile and media habits
Compatibility
The nature/function of the message
Being there “just in time”
Being there “in the event of”
Channel cont.
Knowing advantage/disadvantage of each media
type
Your budget
Integrated Marketing Communications
Clear, consistent, compelling messages
Increased efficiency and effectiveness
Traditional Media Channels