Marcom Creative Messages Media Ads

Orkestrasi Strategi Kreatif Pesan dan Media Komunikasi Pemasaran Hifni Alifahmi Email: [email protected]

How Brand Communication Works 4. Noise Physical and Psychological Distraction

1. Source (Encoding) Company Brand Agency

3. Communicatio n Channel/Media TV, Radio, Newspaper, Magazines, Internet, Mail, Phone 6. FeedbackInteractivity • Immediate Response • Delayed Response • No Response

2. Message Brand Messages Ads, PR Releases, Coupons, Signage, Customer Service

5. Receiver (Decoding) Customer Prospects Other Stakeholders

A good understanding of this model is necessary in order to understand all the various aspects of marketing communications. Tom Duncan, Principles of Advertising &

The Persuasion Matrix DV: Steps in being Persuade

Sender Message Channel

Message Presentation Attention

Receiver

Destination

(3) (1)

Comprehension Yielding

(4) (2)

Retention Behavior DV = Dependent Variables

Belch & Belch, 2007: 165

Catatan: Orkestrasi Strategi Kreatif Pesan dan Media perlu memperhatikan beberapa aspek tersebut, terutama faktor Khalayak (Receiver) yang dibidik dan Visi Perusahaan/Produk.

Source Factors Source Attribute

Brief Description

• Applying expertise the source having relevant • Applying trustworthiness knowledge, skill, trust and • Corporate leaders as spokespeople experience • Limitation of credible sources (H-L) • Applying similarity Source Attractiveness: • Applying likeability (using celebrities): Source characteristic overshadowing the product (fail notice the (similarity, familiarity, brand), overexposure (endorsement for many likeability) ads), target audiences’ receptivity, risk to coy. • Perceive control (+ or – sanctions) Source Power: • Perceive concern (source’s care) The source may be able to induce another persons • Perceived scrutiny (source’s ability to observe conformity) to respond. Source Credibility:

Belch & Belch, 2007: 167

Source Attributes & Receiver Processing Modes Source Attribute Source Credibility

Process

Internalization

Source Attractiveness

Identification

Source Power

Compliance

Belch & Belch, 2007: 167

Message Factors Message Structure

Descriptions

Order of presentation

The most important message points be placed at the beginning (primacy effect) or at the end (recency effect: the last arguments are more persuasive ).

Message sidedness

A one-sided message (positive/benefits) A two-sided message ( good and bad points)

Verbal versus visual messages

Verbal: body copy, text Visual: non-verbal, pictures

Message Appeals: comparative ad, fear and humor appeals.

Belch & Belch, 2007: 179-185

Agencies’ Message Strategy Brief Ogilvy & Mather

DDB Worldwide

Product Key Issue/Problem The Promise The Support Competition Target (Market) Desired Behavior Target’s Net Impression Tone and Manner

Marketing Objective Competitive Advantage Advertising Objective Action by Target Key Insight Reward/Support Brand Personality/Tone Position Media

Tom Duncan, 2005: 281.

Young & Rubicam Key Fact Consumer Problem Advertising Objective Creative Strategy (Prospect Definition, Competition, Consumer Benefit, Reason Why)

Levels of Relationship with Brand

Emotions

Personality

Product benefits

Belch & Belch, 2007: 273

Emotional Appeals by Type Type (%)

1975

1985

1995

Humor Warmth Nostalgia Eroticism Provocation Fear

11.5 69.7 1.8 17.0 1.2 10.3

23.7 53.0 3.5 21.9 0.7 12.4

34.3 43.6 1.1 17.1 5.5 9.4

N

165

283

181

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.

A Hierarchy-of-Effects Model of Creative Element

ATTENTION

INTEREST

DESIRE

ACTION

Duncan, 2005: 314

Headlines, visuals

Subheads, Lead paragraph

Body copy, boxes, Supporting visuals

Closing paragraph, logo/slogan, Tagline, addresses, toll-free number

Creative Pyramid

Scan

William F Arens, 2004: 417

Channel Factors Basic Media

Media Effects

Personal versus Qualitative impact of non-personal fashion magazine to channels travel & leisure.

Belch & Belch, 2007: 186-188.

Media Environment Media clutter

Media Classifications

Media

Print

Medium Newspapers

Vehicle

Chicago Sun-Times

Broadcast

Out-of-home

Interactive

Magazines

Radio

Television

Billboards

Posters

Internet

Telephone

Newsweek

WGN (radio Station in Chicago)

MTV

Lamar Outdoor Advertising

Denver Transit Advertising

America Online portal

TeleMarketing Agency

This chart shows media classification levels and groupings.

Tom Duncan, 2005: 346

Costumer-Centric & Media Touch Points

S e n s o r y R e c e p iu is

Pa

Touch W

See H ear

R Li

st

ea

at

rt

ic

ch

ip

at

e

d

en

R a d io

P r in t

TV

W EB

T im e S p e n t

Out-of-Home Media

Outdoor Billboards

Bulletins Spectacular displays Wall murals Vinyl-wrapped posters 30-sheet posters 8-sheet posters

Street Alternative furniture Arenas & Bus shelters media Urban furniture Kiosks Convenienc e stores Shopping malls

Stadiums Air-bone Marine

Campuses

Buses Airports Mobil Subway & rail Truck-sides

Resort & Leisure

Taxi displays

Interior placebased

Wrapped vehicles

Exterior placebased Digital camera Cinema

Belch & Belch, 2007: 415

Transit

Radio Drive time Inoffice Instore

Membidik Khalayak (Receiver Factors)

Levels of Audience Aggregation

Mass Market and Audiences

Market Segment

Nice Market

Individual and Group Audience

Belch & Belch, 2007: 145

Models of the Response Process Stages Cognitive Stage

AIDA Attention

Hierarchy of Effects Model (Lavidge-Steiner)

Innovation Adoption Model

Information Processing Model

Awareness

Awareness

Presentation Attention

Knowledge

Affective Stage

Interest Desire

Liking Preference Conviction

Comprehension Interest

Yielding

Evaluation

Retention

Trial

Behavioral Stage Action

Purchase

Belch & Belch, 2007: 146

Adoption

Behavior

Communication Effects Models and Objectives AIDA

DAGMAR

LavidgeSteiner

Objectives 50% awareness among 18-25 year olds within three years

Unawareness Awareness

Awareness

Awareness

20% increase in web hit rate within two months

Interest

Comprehension

Knowledge

10% request for brochure for local newspaper advertising

Liking

Listed among top 3 national festival by 60% of audiences

Preference

Top position among 18-25 year olds within 3 months

Conviction

Conviction

Attain 10% of 18-25 year olds to choose the product

Action

Purchase

75% of audiences to use, buy, register within 3 months

Desire

Action Wood, 2006

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

Purchase

Ads stimulate or

Point of purchase retail store ads deals “last-chance” offers price appeals testimonials

direct Desires

The realm of emotions Ads change attitude and feelings

Conviction

Competitive ads argumentative copy

Preference

“image” copy status, glamour appeals

Liking

The realm of thoughts

Knowledge

Ads provide information and facts

Awareness

Announcements, descriptive copy, classified ads, slogans, jingles, sky writing

Teaser campaigns

Belch & Belch, 2007: 207

Communication Effect of Pyramid

5% Repurchase Regular use

20% Trial 25% Preference

40% Liking

70% Knowledge/Comprehension

90% Awareness Belch & Belch, 2007: 208

Alternative Response Hierarchies Topical Involvement High High

(learning model) Cognitive

Perceived

Affective

product

Conative

low (low involvement model) Cognitive

Conative

differentiation low

(dissonance/attribution model) Conative Affective Cognitive

Belch & Belch, 2007: 149

Affective

Foote, Cone & Belding Grid Thinking High

Feeling

1. Informative (thinker)

2. Affective (feeler)

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

Low

3. Habit formation (doer)

4. Self-satisfaction (reactor)

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 ID’s

newspaper

Radio, POS

POS

Creative : Reminder

Creative : Attention

Belch & Belch, 2007: 153