1. Integrated Communications Week 3 Value Proposition
By Barbara de Waard
BSc MSc MCIM MInstF

2. Value Proposition (LO3, LO4)
CREATING EFFECTIVE COMMUNICATIONS (Week 3)
PRODUCT AND BRAND MANAGEMENT (Week 4)

3. Effective Communications
COMMUNICATION CAMPAIGNS to deliver customer value
CREATIVE BRIEFS based on customer knowledge
MESSAGING for specific customer responses
MANAGING external agencies and partners

4. Customer Value
CVP CUSTOMER VALUE PROPOSITION: The combined benefits that your product or service will deliver to its target audience
IDENTIFYING USP (Unique Selling Point)
What do I want or need?
What problems do I need to solve?
What do I expect from this product or service?
What benefits do I get from it?
Why this one?

5. Identifying USP

6. Models of Communication

7. Consumer Communication
Message Strategies
COGNITIVE: Consumers make rational decisions based on pieces of information or arguments presented i.e. product’s attributes and benefits “Knowing”
Cognitive strategy: presenting a rational argument
AFFECTIVE: Consumers make decisions based on emotions and feelings “Feeling”
Affective strategy: appealing to emotion
CONATIVE: Consumers behaviour in a given set of circumstances “Doing”
Conative strategy: elicit direct consumer response

8. Hierarchy of Effect models
Figure 3.3. of your Companion Guide (p35) – summary of Hierarchy of Effects Models

9. Sample message strategies

10. Consumer Purchase Decisions
Matrix by Paola Cassone from “ The Message is the Medium” 2009
Note: FCB planning grid and other high vs low involvement
Know
Feel Do
Feel
Know Do

11. Figure 2.1 The FCB grid Where involvement is high
Attitude precedes trial
Figure 2.1 The FCB grid
Source: Vaughn, R. (1980), ‘How Advertising Works: A Planning Model’, Journal of Advertising Research, 20(5), 27–33. Reproduced with permission of ARF, New York.

12. Models of Attitude
Apple make computers,
MP3 players, Mobile Phones
Apple products are expensive
Apple are famous
for good design
Apple products look cool and stylish
They make me feel trendy
and smart
Their latest advert is
really funny
I’m going to buy a Mac because there
Is an Apple store at the end of my street,
FCB Grid (Vaughn 1986, RPG (Rossiter and Percy 1997)

13. Campaign Planning INPUTS PLANNING COMMUNICATION - Media Selection
- Customer Insights
- Media Selection
- Creative ideas to engage Target Audience
INPUTS
PLANNING
COMMUNICATION
- Define Target Audience and Message
- Desired Outcomes (Awareness, Leads Traffic, Sales
- Mechanisms for monitoring and measuring
- One step , Two step or Multi flow
- Opinion Leaders
- Communication Networks

14. Group Exercise Discussion sample adverts:
Form groups of 4 to 6
Nominate one person taking notes
Spend 20 minutes on discussion
Each group to report their findings (15 mins.)
Discussion sample adverts:
What are the objectives of this campaign and how do they relate to your organisation’s value proposition?
Can you explain the desired positioning and brand image ?

15. Planning tools
SOSTAC®
Planning model by
PR Smith

16. IMC PLanning TO WHOM? WHY? WHAT? HOW? (Creative) WHERE? WHEN?
HOW OFTEN?
(Media)

17. The Creative brief History of Product or Service Market, Competition
Campaign Objectives (Metrics)
Target Audience
Product features and benefits
Rationale/Evidence for consumer benefit
USP/ Value Proposition
Budget, Constraints

18. Media Strategy Media Choice? Timing and duration?
Coverage of Target Audience?
Frequency?
Budget?
Which media are most appropriate?

19. Media Selection and Planning
Size of Audience
Nature of Audience
Technical suitability
Cost-effectiveness
Measurement
Selection:
Planning:
Impact, Circulation, Readership
Reach, Frequency, OTS
Duplication, GRP
Pulsing, Intermittent, Continuous, Flighting

20. Digital Revolution

21. Creative process : Models
CLIENT LED: Client carries out strategic thinking and agency assists with execution for media and communication channels
LEAD AGENCY: One agency responsible for creating communications strategy, which is coordinated through specialists agencies ( context bias or content bias)
VIRTUAL: Client directs key people from different agencies (PR, Advertising, DM) to coordinate campaign
ONE STOP SHOP: Large agency groups develop communications, using specialists within their umbrella

22. Top Ad Agencies

23. Agency Selection Agency types: Full Service PR Sales Promotion
Media Buying
Design
Digital (Web design and SEO/PPC)
Trend: Professional procurement managers to purchase agency services

24. Agency Management
What agency services are you responsible for procuring or managing?
‘ Agency as Partner’ mindset
Clear understanding of cost and fees
Agency should add value
Part of the team (act early)
Alternative views, ‘objectivity’
Clear written briefs
Agree and match deadlines
Calendar, Gantt chart

25. Resources

26. Summary
VALUE PROPOSITION and USP are cornerstones for building your communication campaign and must be based on customer knowledge
To develop effective communications, you can apply tools such as Communication Models and Consumer Purchase models to formulate your MESSAGE STRATEGY
PLANNING TOOLS or FRAMEWORKS should be used to cover the fundamental questions (To Whom, Why, What, How etc.) and the CREATIVE BRIEF is a vital element to pull these together.
Selecting, managing and evaluating EXTERNAL (PROMOTIONAL) AGENCIES is one of the marketer’s core competencies, for which you should develop knowledge and skills