MC - Chapter 4.docx - MARKETING COMMUNICATIONS CHAPTER 4 ADVERTISING PLANNING CREATIVE \u2022 COMMUNICATIONS ESSENTIALS \u2022 The development and

MC - Chapter 4.docx - MARKETING COMMUNICATIONS CHAPTER 4...

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MARKETING COMMUNICATIONSCHAPTER 4ADVERTISING PLANNING: CREATIVECOMMUNICATIONS ESSENTIALSThe development and implementation of the advertising message is key to the creative processDeveloping a message that will penetrate a vastly saturated marketplace is the biggest challengeCommunication:The transmission, receipt, and processing of information between a sender and a receiverEncoding: The transformation of a message into a meaningful format, such as an advertisement, a mailing piece, or an article in a newspaperTransmission: The sending of a message through a medium such as television, radio, newspapers, magazines, outdoor advertising, online, etc.Potential complications in communication:1.The message was misaligned with customer attitudes2.The message did not achieve desired frequency3.The competition’s message was more convincing4.The competition spent more on advertising5.New entrants invested heavily in advertisingNoise:Any potential form of disruption in the transmission of a message that could distort the impact of the message; competing advertising or advertising clutter are forms of noiseNoise is a result of issues in the quality of planning, the execution, or the competitionA lack of customer action is indication that the creative work needs to be revisitedStages a consumer passes through toward taking actions (ACCA):1.Awarenessa.The consumer learns something for the first timeb.Awareness can be measured by aided-and unaided-recall tests2.Comprehensiona.The consumer is expressing interest and thinks of the advertisement as being relevantb.The product is in their cognitive realm and is a candidate for a purchase decision3.Convictiona.The consumer expresses stronger interest toward the brand based on its benefitsb.The consumer’s frame of reference values the product highly; there is motivation4.Actiona.The desired action occurs and the consumer takes action and they buy for the 1sttime
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MARKETING COMMUNICATIONSCHAPTER 4A second theory examines the degree of involvement the consumer has with the product (FCB Grid)HIGH INVOLVEMENTQuadrant 1High Importance (Expensive)Rational DecisionEx. CarQuadrant 2High Importance (Expensive)Emotional DecisionEx. Designer ClothesQuadrant 3Low Importance (Inexpensive)Rational DecisionEx. DetergentQuadrant 4Low Importance (Inexpensive)Emotional DecisionEx. BeerLOW INVOLVEMENTMARKETING COMMUNICATIONS PLANNING PROCESS
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