IMC Message Strategy All planned brand messages should: Create brand awareness Change or reinforce customers’ attitudes Stimulate some kind of response or action Stimulate the interactivity that helps build brand relationships The IMC Creative Brief is based on these mandates and how they relate to the brand decision-making process.

Creating Brand Value for a Biscuit

Brand Message Strategy Development The fourth step in the IMC planning process is developing message strategies. Companies and their marketing communication agencies employ strategic thinking at a variety of levels in the marketing communication process.

The Creative Message Brief A creative brief is a document that provides the guidelines for creating brand messages.

The Creative Message Brief Creative briefs typically include items such as: Restatement of the marketing strategy Restatement of the marketing objectives in terms of the intended message impact The message format or approach The psychological appeal The selling premise The big idea or creative concept The message execution details

Citigate Cunningham’s “Positioning Platform”

Purpose or Key Problem Identifying the company’s main opportunity or key problem is the first step in developing a selling strategy. This key problem should summarize the most important finding from the SWOT analysis.

Functional-Area Message Objectives For each MC area used in the MC plan, message objectives need to be developed. MC efforts are measured against their objectives, so stating appropriate objectives is an important part of determining the desired impact. Creative message objectives are often based on some notion of hierarchy of effects such as the AIDA model. A less hierarchical approach includes awareness, attitude, action and relationship building.  Brand message objectives and strategies need to dovetail with the marketing plan.

Appeals and Execution Style Advertising Appeals The approach used to attract the attention of consumers and/or To influence consumer feelings toward the product, service or cause Execution Style The way a particular appeal is turned into an advertising message The way the message is presented to the consumer

INFORMATIONAL APPEALS INFORMATIONAL/RATIONAL APPEALS FOCUS ON THE CONSUMER’S PRACTICAL, FUNCTIONAL, OR UTILITARIAN NEED FOR THE PRODUCT OR SERVICE EMPHASIZE FEATURES BENEFITS REASONS FOR OWNING MESSAGE CONTENT FACTS, LEARNING, LOGIC RATIONAL MOTIVES OR PURCHASE CRITERIA CONVENIENCE, ECONOMY, FIVE SENSES, DEPENDABILITY, DURABILITY, EFFICIENCY, PERFORMANCE, ECT

Rational Appeals Feature appeals Focus on the dominant traits of the product Competitive appeals Makes comparisons to other brands Favorable price appeals Makes price offer the dominant point News appeals News or announcement about the product Product/service popularity appeals Stresses the brand’s popularity

EMOTIONAL APPEALS EMOTIONAL APPEALS THE CONSUMERS’ SOCIAL AND/OR PSYCHOLOGICAL NEEDS FOR PURCHASING A PRODUCT OR SERVICE EMOTIONS WORK BETTER AT SELLING BRANDS THAT DO NOT DIFFER MARKEDLY FROM COMPETING BRANDS EMOTIONAL INTEGRATION CHARACTERS IN THE AD EXPERIENCE AN EMOTIONAL BENEFIT OR OUTCOME FROM USING A PRODUCT OR SERVICE

Emotional Appeals Personal States or Feelings Achievement / Accomplishment Actualization Affection Ambition Arousal / stimulation Comfort Excitement Fear Happiness Joy Love Nostalgia Pleasure Pride Safety Security Self-esteem Sentiment Sorrow / grief

Emotional Appeals Social-Based Feelings Approval Affiliation / Acceptance belonging Embarrassment Involvement Recognition Rejection Respect Status

ADDITIONAL TYPES OF APPEALS REMINDER ADVERTISING KEEP BRAND NAME IN USERS’ MINDS TEASER ADVERTISING BUILD CURIOSITY, INTEREST, EXCITEMENT

Transformational Ads The ads create feelings, images, meanings, and beliefs about the product or service that may be activated when consumers use it These transform the consumer’s interpretations of use of the product The ad must make the experience of using the product richer, warmer, more exciting and / or enjoyable than that obtained solely from an objective description of the advertised brand It must connect the experience of the ad so tightly with the experience of using the brand that the consumer can’t remember the brand without recalling the experience generated by the ad

Ad Execution Techniques Testimonial Animation Personality Fantasy Dramatization Humor Combination Straight-sell or factual message Science / technical evidence Demonstration Comparison Slice of life

Consistency IMC planners focus their attention on two types of consistency: One-voice, one-look Strategic consistency

The Consistency Hierarchy

The Consistency Triangle

Consistency Gaps The consistency triangle is used to identify gaps in brand communication. The “say” messages must be consistent with the “do” and “confirm” messages. Gaps between any of these points threaten brand relationships.

A Mess of Messages Many companies deal with a mess of message due to a wide array of messages and communication complexity. Consistency leads to a positive, well-defined, clear brand image recognized by all of a brand’s stakeholders.