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Week Three Review

Week Three Review. Communications System. NOISE 聲音. SENDER 發訊者. RECEIVER 收訊者. Message 訊息. Channel 管道. Feedback 回應. Simple Customer Values. SYMBOLIC. FUNCTIONAL. CUSTOMER VALUES. EXPERIENCE. Customer Value Drivers. Economic Value Performance Value Buyer's Perceptions

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Week Three Review

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  1. Week Three Review

  2. Communications System NOISE聲音 SENDER 發訊者 RECEIVER 收訊者 Message 訊息 Channel 管道 Feedback回應

  3. Simple Customer Values SYMBOLIC FUNCTIONAL CUSTOMER VALUES EXPERIENCE

  4. Customer Value Drivers • Economic Value • Performance Value • Buyer's Perceptions • Buyer's Motivation • Buyer's Situation

  5. Customer Values and Brand Values Basic Concept is centred on “ a common shared understanding of the meaning of the brand between the business and the customer.” Understanding created by Communications

  6. Image and Identity Customer Values Brand Image Brand Identity Brand Values

  7. Creation of Values through: Physical : • Performance • Features • Packaging • Communication : • Name • Message • Brand Values • Delivery

  8. PhysicalValues are created in the Factory Meaning Values are created in the Customer's Mind through Communication

  9. Brand Values are the basis for : • Creating Brand Awareness • Creating Perceptions of Quality • Building and Maintaining Brand • Loyalty • Creating / Building Brand Associations

  10. Message Design • Message has 3 parts: • Code • Appeal • Execution

  11. Code Symbols used to convey meaning - Text - Signs - Graphics - Symbols…etc

  12. Meanings are the result of Communications with Customers Generally: The more Customer Value is emphasised the more persuasive our message • Appeals – what we say • Product Feature • Customer Benefit • Company Values

  13. Execution – how we say it Generally: Execution should support and create additional value Styles range from: Straight Facts to Stories

  14. Executions - factual - comparison - simile/metaphor - humour - narrative - endorsement …

  15. Execution Factual Story Appeal Product feature Both to join in describing and making Values clear and understood Customer Benefit Overall Business

  16. Creative messages share two characteristics: Originality Appropriateness The Role of Creativity

  17. Styles of Creative Messages

  18. Unique Selling Proposition Creative Style (USP) Makes a superiority claim based on a unique product attribute that represents a meaningful, distinctive consumer benefit.

  19. Brand Image Creative Style • The brand image style involves psychosocial, rather than physical differentiation.

  20. Overview of Advertising Research • More than 80% of advertisers and agencies pretest television commercials before airing them on a national basis. It’s not easy or inexpensive but the value outweighs the drawbacks.

  21. What Does Advertising Research Involve? • To test effectiveness of messages • Pretesting ads during developmental stages • Posttesting to determine if messages achieve their established objectives Media Effectiveness (covered later) Message Research

  22. Four Stages At Which Ad Message Research Might Be Conducted • Copy development stage • “Rough” stage • Final production stage • After the ad has been run in the media

  23. What Can Be Learned from Message Research? • Message research is needed to diagnose an advertisement’s prospective equity-enhancing and sales-expanding potential. • The ARF assessed which of 35 measures best predicts the sales effectiveness of television commercials. The only definitive conclusion of their study is that no one measure is universally appropriate or best.

  24. Conclusions • Ad copy must be distinctive • Ad weight without persuasiveness is insufficient • The selling power of advertising wears out over time • Advertising works quickly if it works at all

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