Integrated Marketing Communications Module 4: Developing the IMC program

1. Integrated Marketing CommunicationsModule 4: Developing the IMC program

2. Integrated Marketing CommunicationsModule 4: Developing the IMC program Planning and development of creative Marketing Communications

3. Integrated Marketing CommunicationsModule 4: Developing the IMC program Role of advertising: Source of entertainment, motivation, fascination, fantasy, information and sometimes irritation. Ads create or shape the consumers desires and goals. Ads can be used to create images and associations and position a brand in the consumer’s mind as well as transform the experience of buying and/or using a product or service. Eg. BMW – “the ultimate driving maching” Hallmark – “when you care enough to send the very best”

4. Determining what the advertising message will say or communicate Determining how the message strategy will be executed Creative Strategy Integrated Marketing CommunicationsModule 4: Developing the IMC program Underlying all the messages are two critical components: Creative Tactics

5. What is creativity?

6. Integrated Marketing CommunicationsModule 4: Developing the IMC program What is creativity? Some people believe that innovativeness, artistic and aesthetic value and originality is what creativity is all about. Creative ads can break through the competition’s ads, grab the consumer’s attention and have some impact. Some other people say that an ad is creative only if it sells the product. They are more conservative than the creative people and want

8. Integrated Marketing CommunicationsModule 4: Developing the IMC program Advertising creativity

9. Integrated Marketing CommunicationsModule 4: Developing the IMC program Importance of creativity in advertising Good creative strategy can be central to determining the success of a product or service. It is an essential part of a strong brand building. It can create the ‘big idea’ Advertising creativity is the ability to generate fresh, unique and appropriate ideas that can be used as solutions to communications problems.

10. Describable in a simple word or phrase Likely to attract the prospect’s attention Lets prospects vividly experience the goods Revolves around the clinching benefit Allows you to brand the advertising Integrated Marketing CommunicationsModule 4: Developing the IMC program “The Big Idea”

11. Integrated Marketing CommunicationsModule 4: Developing the IMC program Creative thinking is needed from everyone involved in the promotional planning process. It is needed from the agency people, such as account executives, media planners, researchers as well as from the client side viz. marketing, brand managers etc. All must seek creative solutions to the problems encountered in planning, developing and executing an advertising campaign.

12. Agency Client • Account executives • Media planners • Researchers • Attorneys • Marketing managers • Brand managers • Upper management Integrated Marketing CommunicationsModule 4: Developing the IMC program Creativity: everyone should chip in

13. Integrated Marketing CommunicationsModule 4: Developing the IMC program Planning the creative strategy The creative challenge Taking creative risks Creative personnel The creative process Account planning Inputs to creative process Advertising campaigns Copy platform Search for the major selling idea

14. Integrated Marketing CommunicationsModule 4: Developing the IMC program Planning the creative strategy The creative challenge The creative team must take all the research, strategy statements, communication objectives and transform them into an ad message. Do not focus on features/benefits of the product or services, they must put the advertising message into a form that will engage the audience’s interest and make the ads memorable

15. Integrated Marketing CommunicationsModule 4: Developing the IMC program Rules lead to dull stereotyped advertising, and they stifle creativity, inspiration, initiative and progress. The only rule in advertising ….. There are No rules. No formulae. No Right way

16. Integrated Marketing CommunicationsModule 4: Developing the IMC program Taking creative risks Clients often feel uncomfortable with advertising that is too different. Creative people say it is important for clients to take some risks if they want breakthrough advertising that gets noticed. Clients like Nike, Microsoft, Wrigley are more open to take risks. But ultimately the bottom line of advertising is ‘Does it sell?’ It is a balancing act that clients and ad agencies have to perform.

17. Wrigley confectionary

18. Integrated Marketing CommunicationsModule 4: Developing the IMC program Creative risk

19. Integrated Marketing CommunicationsModule 4: Developing the IMC program Creative personnel Creative personnel in the agency are often portrayed as ‘odd’ and ‘eccentric’ They are more abstract, less structured and rely on intuition. They often have non-business education in arts, humanities, literature etc. They have different mind sets from the ‘suits’ or marketing managers and account executives. Agencies should create environment to accommodate ideas and people from both these spectrums to create good ads.

20. Unconventional Abstract Lessstructured Less organized Intuitive Integrated Marketing CommunicationsModule 4: Developing the IMC program Creative personnel

21. Only artistic value and originality count It isn’t creative if it doesn’t sell Stick with what works The debate Integrated Marketing CommunicationsModule 4: Developing the IMC program Try something new Suits Artists

22. Integrated Marketing CommunicationsModule 4: Developing the IMC program The creative process Some advertising people say that creativity in advertising can achieve success if an organized approach is followed. James Webb Young has developed a five step model.. He believes that production of ideas is similar to production of some product.. Ideas also run on an assembly line i.e. the mind runs a technique which can be learned and controlled..

23. Immersion Get raw material and data, and immerse yourself in the problem Digestion Take the information, work it over, wrestle with it in your mind Incubation Turn the information over to the subconscious to do the work Illumination “Eureka! I have it!” phenomenon Verification Study the idea, evaluate it, reshape it for practical usefulness Integrated Marketing CommunicationsModule 4: Developing the IMC program

24. Integrated Marketing CommunicationsModule 4: Developing the IMC program Young’s process of creativity is similar to a four step approach outlined much earlier by English sociologist Graham Wallas These models of the creative process are valuable to those working in the creative area of advertising

25. Illumination Seeing the Solution Preparation Gathering Information Verification Refining the Idea Incubation Setting Problem Aside Integrated Marketing CommunicationsModule 4: Developing the IMC program The Creative Process Wallas creative process model

26. Integrated Marketing CommunicationsModule 4: Developing the IMC program Account Planning To facilitate the creative process, many agencies use account planning which involves conducting research and gathering all relevant information about a client’s product/service, brand, consumers and target audience. All the research (both qualitative and quantitative) is carried out which is the input to the creative process.

27. Integrated Marketing CommunicationsModule 4: Developing the IMC program Inputs to the creative process: preparation, incubation, illumination Back Ground Research : Gathering relevant information from periodicals & Magazine, Brand Reports, Studies Some fact-finding techniques: Reading about the product or market Asking designers, engineers, salespeople, consumers Listening to people Using the product Other sources from which data can be gathered eg. Research agencies and Advertising associations.

28. Integrated Marketing CommunicationsModule 4: Developing the IMC program Product/Service Specific Research This information comes in the form of specific studies conducted on product, the target audience or both. Consumer research in the form of attitude studies, market structure, positioning studies, perceptual mapping, lifestyle research, focus group interviews, demographic and psychographic profiles of users etc. are all examples of product specific research. BBDO’s problem Detection DDB’s Psychographic analysis & Brand Capital Report

29. Integrated Marketing CommunicationsModule 4: Developing the IMC program Qualitative Research Focus group interviews give insight as to why and how consumers use a product or service Ethnographic research: observing consumers in their natural environment Eg. Ogilvy and Mather has a research unit called Discovery Group

30. Integrated Marketing CommunicationsModule 4: Developing the IMC program Inputs to the creative process: Verification, Revision This stage evaluates ideas generated during the illumination stage, rejects the inappropriate ones, refines and polishes those that remain and gives them final expression. Consumers may be asked to evaluate the ad in the story board form Story board may be converted into an animatic form and this can be evaluated

31. Integrated Marketing CommunicationsModule 4: Developing the IMC program Creative Strategy Development Advertising campaigns A set of interrelated and coordinated marketing communications activities that center on a single theme or idea that appears in different media across a specific time period. The central idea or theme is the key for a successful ad campaign

32. Integrated Marketing CommunicationsModule 4: Developing the IMC program Company Campaign Theme DeBeers Diamonds are forever Nike Just do it BMW The ultimate driving machine Miller Lite Tastes great, less filling Wheaties Breakfast of champions

33. Integrated Marketing CommunicationsModule 4: Developing the IMC program Copy Platform A document that specifies the basic elements of the creative strategy. Also known as creative platform, work plan, creative brief, creative blueprint or creative contract. It consists of the following: Basic problem / issue that advertising must address Advertising and communications objectives Target audience Major selling idea Campaign theme, execution technique Supporting information and requirements

34. Integrated Marketing CommunicationsModule 4: Developing the IMC program The search for a major selling idea Some experts say that a campaign should have a big idea that attracts attention, gets a reaction and sets the advertisers product/service apart from the competitors. Some of the best known approaches for this are: - Unique selling proposition - Creating a brand image - Finding the inherent drama - Positioning

35. Integrated Marketing CommunicationsModule 4: Developing the IMC program Unique selling proposition A USP has the following three characteristics: Each ad must say to the consumer what is the product benefit Such a proposition should be unique that no competition can offer The proposition should be strong enough to attract new customers to your brand USP should have a sustainable competitive advantage that competitors cannot easily copy.

36. Integrated Marketing CommunicationsModule 4: Developing the IMC program Creating a brand image The creative strategy is based on the development of a strong memorable identity for the brand through image advertising. The image of a brand creates an appeal to the product users. It is especially more important when the competing brands are similar. Eg. No Fear creates an image representing the outer limits of human performance.

37. Integrated Marketing CommunicationsModule 4: Developing the IMC program Finding the inherent drama Coined by Leo Burnett, inherent drama refers to the foundation of consumer benefits with an emphasis on the dramatic element in expressing those benefits. Burnett advocated a down-home type of advertising that presents the message in a warm and realistic way.

38. Integrated Marketing CommunicationsModule 4: Developing the IMC program Positioning The basic idea is that advertising is used to establish or ‘position’ the product or service in a particular place in the consumer’s mind. Products can be positioned on the basis of product attributes, price, quality, usage or application, product users or product class.

39. Integrated Marketing CommunicationsModule 4: Developing the IMC program Creative Strategy: Implementation and Evaluation

40. Integrated Marketing CommunicationsModule 4: Developing the IMC program Previous section described WHAT the advertising message should communicate. This section focuses on HOW the message will be executed. Two basic concepts are: Appeals and Execution Styles

41. The approach used to attract the attention of consumers To influence consumer feelings toward a product, service or cause The way an appeal is turned into an advertising message The way the message is presented to the consumer Advertising Appeals Integrated Marketing CommunicationsModule 4: Developing the IMC program Execution Style

42. Integrated Marketing CommunicationsModule 4: Developing the IMC program Advertising Appeal It refers to the approach used to attract the attention of the consumers and/or to influence their feelings toward the product, service or cause. It is something that moves people, speaks to their wants or needs and excites their interest. The different appeals are: - Informational/rational appeals - Emotional appeals - Combining rational and emotional appeals - Other types of appeals

43. Feature Appeal: Focus on dominant traits of the product Integrated Marketing CommunicationsModule 4: Developing the IMC program Competitive Advantage Appeal: Makes comparisons to other brands Favorable Price Appeal: Makes price offer the dominant point Informational / Rational Appeals News Appeals: News announcement about the product Product Popularity Appeal: Stresses the brand’s popularity

44. Integrated Marketing CommunicationsModule 4: Developing the IMC program Emotional Appeals They relate to the customers’ social and/or psychological needs for purchasing a product or service. Sometimes the feelings for a brand can be more important than the attributes of the product. Some of the emotions are:

45. Safety Security Fear Love, Affection Happiness, Joy Nostalgia Sentiment Excitement Arousal Stimulation Sorrow, Grief Pride Achievement Accomplishment Self-esteem Embarrassment Actualization Pleasure Ambition Comfort Integrated Marketing CommunicationsModule 4: Developing the IMC program

46. Approval Affiliation Acceptance Embarrass-ment Status Belonging Respect Involvement Rejection Recognition Integrated Marketing CommunicationsModule 4: Developing the IMC program Social-Based Feelings

47. Integrated Marketing CommunicationsModule 4: Developing the IMC program Transformational Advertisement A ‘transformational ad’ is the one which associates the experience of using the brand with a unique set of psychological characteristics.

48. Richer Warmer More Enjoyable More Exciting Feelings Images Beliefs Meanings The ads create . . . Integrated Marketing CommunicationsModule 4: Developing the IMC program It must make the product use experience . . .

49. Integrated Marketing CommunicationsModule 4: Developing the IMC program Combining rational and emotional appeals Consumer purchase decisions are often made on the basis of both emotional and rational motives. Hence attention should be given to both in developing effective advertising. Consumers develop ‘emotional bonding’ with the brands. Consumers also assign a ‘personality’ to a brand.. Eg. A brand may be thought of as aggressive, adventurous, self-assured etc.

50. Emotions Personality Product Benefits Integrated Marketing CommunicationsModule 4: Developing the IMC program Levels of relationships with brands