marcom creative messages media ads

8/14/2019 Marcom Creative Messages Media Ads

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Orkestrasi StrategiKreatif Pesan dan MediaKomunikasi Pemasaran

Hifni Alifahmi

Email: [email protected]


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A good understanding of this model is necessary in order tounderstand all the various aspects of marketing communications.

4. NoisePhysical andPsychological

Distraction

6. Feedback-Interactivity

ImmediateResponse DelayedResponse No Response

5. Receiver(Decoding)

CustomerProspects

OtherStakeholders

3.Communicatio

n

Channel/MediaTV, Radio,Newspaper,Magazines,

Internet,Mail, Phone

2. MessageBrand Messages

Ads, PR

Releases,Coupons,Signage,CustomerService

1. Source

(Encoding)Company Brand

Agency

How Brand Communication Works

Tom Duncan, Principles ofAdvertising &


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The Persuasion Matrix

(3)

Channel

(4)Comprehension

(2)Yielding

Retention

Behavior

(1)Attention

MessagePresentation

DestinationReceiverMessageSenderDV: Steps

in beingPersuade

Belch & Belch, 2007: 165

DV = Dependent VariablesCatatan: Orkestrasi Strategi Kreatif Pesan danMedia perlu memperhatikan beberapa aspek

tersebut, terutama faktor Khalayak (Receiver)yang dibidik dan Visi Perusahaan/Produk.


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Source Attributes & ReceiverProcessing Modes

Compliance

Source

Power

IdentificationSource

Attractiveness

InternalizationSource

Credibility

ProcessSource

Attribute



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Message Factors

Verbal: body copy, text

Visual: non-verbal, pictures

A one-sided message (positive/benefits)

A two-sided message ( good and bad points)

The most important message points be placed at

the beginning (primacy effect) or at the end

(recency effect: the last arguments are morepersuasive ).

Descriptions

Verbal versus

visual messages

Message

sidedness

Order of

presentation

Message

Structure

Belch & Belch, 2007: 179-185

Message Appeals: comparative ad, fear and humor appeals.


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Agencies Message Strategy Brief

Marketing Objective

Competitive Advantage

Advertising Objective

Action by Target

Key Insight

Reward/Support

Brand Personality/Tone

Position

Media

DDB Worldwide

Key Fact

Consumer Problem

Advertising Objective

Creative Strategy

(Prospect Definition,

Competition, Consumer

Benefit, Reason Why)

Product

Key Issue/Problem

The Promise

The Support

Competition

Target (Market)

Desired Behavior

Targets Net Impression

Tone and Manner

Young & RubicamOgilvy & Mather

Tom Duncan, 2005: 281.


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Emotional Appeals by Type

23.7

53.0

3.5

21.9

0.7

12.4

283

1985

11.5

69.7

1.8

17.0

1.2

10.3

165

1975

34.3

43.6

1.1

17.1

5.5

9.4

181

Humor

Warmth

Nostalgia

Eroticism

Provocation

Fear

N

1995Type (%)

Source: Van Riel, Strategic Corporate Communication, 2000: 151.

Catatan: Advertising Appeals (Rational & Emotional) dan Creative

Execution: Art and Copy, lihat Arens, 2004: 377 dan 409.


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A Hierarchy-of-Effects Modelof Creative Element

Duncan, 2005: 314

Headlines,

visuals

Subheads,Lead paragraph

Body copy, boxes,

Supporting visuals

Closing paragraph, logo/slogan,

Tagline, addresses, toll-free number

ATTENTION

INTEREST

DESIRE

ACTION


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Creative Pyramid

William F Arens, 2004: 417

Scan


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Channel Factors

Qualitative impact of

fashion magazine to

travel & leisure.

Media Effects

Media clutterPersonal versus

non-personal

channels

Media EnvironmentBasic Media

Belch & Belch, 2007: 186-188.


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Print Broadcast Out-of-home InteractiveMedia

Medium

Vehicle

Newspapers Magazines Radio Television Billboards Posters Internet Telephone

NewsweekChicago

Sun-Times

WGN (radio

Station inChicago)

MTV

Lamar

OutdoorAdvertising

Denver

TransitAdvertising

America

Onlineportal

Tele-

MarketingAgency

This chart showsmedia classificationlevels and groupings.

Media Classifications

Tom Duncan, 2005: 346


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Costumer-Centric & Media

Touch Points

Pa

rticip

ateWa

tch

Re

ad

Lis

ten

R a d i o P r i n t T V W E B

S

e

n

so

r

y

R

e

c

e

p

iu

is

T o u c h

S e e

H e a r

T i m e S p e n t


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Out-of-Home Media


Outdoor

Street

furnitureBus shelters

Urbanfurniture

Kiosks

Convenience stores

Shoppingmalls

Alternative

mediaArenas &Stadiums

Air-bone

Marine

Campuses

Resort &Leisure

Interior place-based

Exterior place-based

Digital camera

Cinema

Transit

BusesAirports

Mobil

Subway & rail

Truck-sides

Taxi displays

Wrappedvehicles

Billboards

BulletinsSpectacular

displays

Wall murals

Vinyl-wrappedposters

30-sheet

posters8-sheetposters

Radio

Drivetime

In-office

In-

store


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Membidik Khalayak(Receiver Factors)


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Levels of AudienceAggregation


Mass Market and Audiences

Market Segment

Nice Market

Individualand GroupAudience


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Models of the Response Process

Behavior

Yielding

Retention

Presentation

Attention

Comprehension

InformationProcessing

Model

Trial

AdoptionPurchaseAction

Behavioral

Stage

Interest

Evaluation

Liking

Preference

Conviction

Interest

Desire

Affective

Stage

AwarenessAwareness

Knowledge

AttentionCognitive

Stage

InnovationAdoption

Model

Hierarchy ofEffects Model(Lavidge-Steiner)

AIDAStages



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Wood, 2006

10% request for brochure for

local newspaper advertisingKnowledgeComprehensionInterest

Listed among top 3 national

festival by 60% of audiencesLiking

50% awareness among 18-25

year olds within three yearsUnawareness

20% increase in web hit rate

within two months

AwarenessAwarenessAwareness

Purchase

Conviction

Preference

Lavidge-Steiner

75% of audiences to use,

buy, register within 3 monthsActionAction

Attain 10% of 18-25 year olds

to choose the productConviction

Top position among 18-25year olds within 3 monthsDesire

ObjectivesDAGMARAIDA

Communication EffectsModels and Objectives


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Advertising Effect on Consumer


Related Movement Example of types of

Behavior toward promotion or advertising

Dimensions purchase relevant to various steps

The realm of motives

Ads stimulate or

direct Desires

Purchase

Conviction

Preference

Liking

Knowledge

Awareness

The realm of

emotions

Ads change attitudeand feelings

The realm of

thoughts

Ads provide

information and facts

Point of purchase retail store ads

deals last-chance offers price

appeals testimonials

Competitive ads argumentative

copy

image copy status, glamour

appeals

Announcements, descriptive copy,

classified ads, slogans, jingles, sky

writing

Teaser campaigns


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Communication Effectof Pyramid


5%RepurchaseRegular use

20% Trial

25% Preference

40% Liking

70% Knowledge/Comprehension

90% Awareness


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Alternative ResponseHierarchies


Topical Involvement

High low

High (learning model) (low involvement model)

Cognitive Cognitive

Perceived Affective

product Conative Conative

differentiation

(dissonance/attribution

low model)Conative

Affective Affective

Cognitive


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Foote, Cone & Belding Grid


Thinking Feeling

1. Informative (thinker) 2. Affective (feeler)

High car-house-furnishings- jewelry-cosmetic-fashion

involvement new products apparel-motorcycles

model : learn-feel-do model : feel-learn-do

(economic?) (psychological?)

Possible implications Possible implications

test : Recall diagnosis test : attitude change emotional arousal

Media : long copy format media : large space, image space

Creative : specific information creative : Executional impact

demonstration

3. Habit formation (doer) 4. Self-satisfaction (reactor)

Low food-household items Cigarettes-liquor-candy

involvement model : do-learn-feel Model : do-feel-learn(responsive) (social?)

Possible implications Possible implications

Test : sales Test : sales

Media : small space ads Media : billboards

10 second IDs newspaper

Radio, POS POS

Creative : Reminder Creative : Attention

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