Noise – Any potential for of disruption in the transmission of a message that could distort the impact of the message; competitive advertising or the clutter of advertising messages in a medium are forms of noise - ACCA model – description of each behaviour stage o Awareness – In this stage, the consumer learns something for the first time. A message tries to plant the brand name and the primary benefit offered in the consumer’s mind. o Comprehension – At this stage, the consumer is expressing interest. The message is perceived as relevant. The brand is evaluated on the basis of need satisfaction. Becomes a candidate for potential purchase. o Conviction – At this stage, the consumer expresses stronger feelings toward the brand based on the perceived benefits it offers. The brand has moved higher in the consumer’s frame of reference and become a preferred brand in his or her mind. o Action – At this stage, the desired action occurs. The consumer buys the brand for the first time, visits the dealer showroom, or calls the 1- 800 number. Marketing Communications Planning Process: - Marketing communications objectives can be diverse and tend to involve challenges such as o Building awareness and interest for a product o Encouraging trial purchase o Attracting new target markets o Encouraging brand preference o Altering perceptions held by consumers o Creating goodwill and fostering a positive public image o Motivating distributors to carry a product Advertising planning: Creative - Advertising – a paid-for media-delivered message by an identified sponsor designed to stimulate a positive response from a target audience - Creative brief – a document developed by a client organization that contains vital information about the advertising task at hand; it is a useful tool for discussions between the client and its advertising agency - Creative concept – the basic sales message (a key idea) that an advertisement communicates through verbal and visual devices Problem Identification - Problem statement – a brief statement that summarizes a particular problem to resolve or an opportunity to pursue and serves as the focus of a marketing strategy - Overall goal – the objective of an advertising campaign - A campaign must have a central focus. Simply stated, it’s “Here’s what we want to achieve!” To illustrate, consider the following examples: o To create or increase brand awareness o To alter perceptions currently held by consumers about a brand
o To present a completely new image for a brand o To launch a new product into the marketplace o To attract a new target market to a brand o To create awareness and trial purchase for a brand line extension Advertising Objectives - Advertising objectives – goal statements for advertisements that include quantitative measures related to behaviour or other relevant issues. To demonstrate how advertising objectives are written, consider the following examples: o To achieve an awareness level of 10 percent for Brand X in the defined
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- Fall '13
- Advertising, Brand, media advertising