Week Three Review

Communications System NOISE 聲音 SENDER 發訊者 RECEIVER 收訊者 Message 訊息 Channel 管道 Feedback 回應

Simple Customer Values FUNCTIONAL SYMBOLIC CUSTOMER VALUES EXPERIENCE

Customer Value Drivers Economic Value Performance Value Buyer's Perceptions Buyer's Motivation Buyer's Situation 4

Customer Values and Brand Values Basic Concept is centred on “ a common shared understanding of the meaning of the brand between the business and the customer.” Understanding created by Communications

Image and Identity Brand Image Brand Identity Brand Values Customer Values Brand Image Brand Identity Brand Values

Creation of Values through: Physical : Performance Features Packaging Communication : Name Message Brand Values Delivery

Physical Values are created in the Factory Meaning Values are created in the Customer's Mind through Communication

Brand Values are the basis for : Creating Brand Awareness Creating Perceptions of Quality Building and Maintaining Brand Loyalty Creating / Building Brand Associations

Message Design Message has 3 parts: Code Appeal Execution

Code Symbols used to convey meaning - Text - Signs - Graphics - Symbols…etc

Meanings are the result of Communications with Customers Generally: The more Customer Value is emphasised the more persuasive our message Appeals – what we say Product Feature Customer Benefit Company Values

Execution – how we say it Generally: Execution should support and create additional value Styles range from: Straight Facts to Stories

Executions - factual - comparison - simile/metaphor - humour - narrative - endorsement …

Both to join in describing and making Values clear and understood Execution Factual Story Appeal Product feature Customer Benefit Both to join in describing and making Values clear and understood Overall Business

The Role of Creativity Creative messages share two characteristics: Originality Appropriateness

Styles of Creative Messages

Unique Selling Proposition Creative Style (USP) Makes a superiority claim based on a unique product attribute that represents a meaningful, distinctive consumer benefit.

Brand Image Creative Style The brand image style involves psychosocial, rather than physical differentiation.

Overview of Advertising Research It’s not easy or inexpensive but the value outweighs the drawbacks. More than 80% of advertisers and agencies pretest television commercials before airing them on a national basis.

What Does Advertising Research Involve? Media Effectiveness (covered later) Message Research To test effectiveness of messages Pretesting ads during developmental stages Posttesting to determine if messages achieve their established objectives

Four Stages At Which Ad Message Research Might Be Conducted Copy development stage “Rough” stage Final production stage After the ad has been run in the media

What Can Be Learned from Message Research? Message research is needed to diagnose an advertisement’s prospective equity-enhancing and sales-expanding potential. The ARF assessed which of 35 measures best predicts the sales effectiveness of television commercials. The only definitive conclusion of their study is that no one measure is universally appropriate or best.

Conclusions Ad copy must be distinctive Ad weight without persuasiveness is insufficient The selling power of advertising wears out over time Advertising works quickly if it works at all