1. Week
Three
Review

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

3. Simple Customer Values
FUNCTIONAL
SYMBOLIC
CUSTOMER
VALUES
EXPERIENCE

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

5. 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

6. Image and Identity Brand Image Brand Identity Brand Values
Customer Values
Brand Image
Brand Identity
Brand Values

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

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

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

10. Message Design
Message has 3 parts:
Code
Appeal
Execution

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

12. 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

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

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

15. 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

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

17. Styles of Creative Messages

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

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

20. 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.

21. 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

22. 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

23. 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.

24. 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