Action: desired action occurs – buys the brand, visits car dealer showroom or calls that 1-800 number o FCB Grid: the degree of involvement the consumer has with a product in the purchase decision-making process Marketing Communications Planning Process – Advertising Planning: Creative *see example on pg 108 o Advertising: a paid-for-media-delivered message by an identified sponsor designed to stimulate a positive response from a target audience o 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
Starting point for new advertising project Client provides essential market background information, a statement identifying the problem to be resolved or the overall goal to be achieved, and a list of communications objectives Also provides a positioning strategy statement, creative objectives, creative strategy (agent responsibility), creative execution (agent responsibility) o Creative concept: the basic sales message (a key idea) that an advertisement communicates through verbal and visual devices o Creative brief broken down: Market info: market profile, brand profile, competitor profile, target market profile, budget Problem and Overall Objective: identify problem that advertising will resolve, statement of the overall goal for advertising to achieve Advertising objectives: goal statements that include quantitative measures related to behaviour or other relevant issues Should be quantitative to be measured for success/failure Creating or increasing brand awareness – how memorable the message is and how frequent it is delivered Encouraging trial purchase – incentives to help reduce the risk associated with purchasing something for the first time Attracting new target markets – changes in tone and style of the ad Encouraging preference – stand out from competing brands through differentiation Altering consumers’ perceptions – quickest way is to launch a complete new ad campaign with an entirely different message Positioning Strategy Statement * continuation of the creative brief Positioning strategy: identifies the key benefit a brand offers, states wat the brand stands for, and is a reflection of the brands personality Creative objectives: a statement that clearly indicates the information to be communicated to the target audience; usually involves: o key benefit statement: basic selling idea, service, or benefit promised to the consumer by the advertiser; appears in the creative plan section of an advertising plan o support claims statement: a substantiation of the promise made in the key benefit statement; appears in the creative plan Creative Strategy: a plan of action for how the message will be communicated to the target audience, covering the tone and style of message, the central theme, and the appeal techniques o Central theme: the glue that binds various creative elements of a campaign together; transferable from one medium to another
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- Fall '13
- Communications Notes