1. Message Strategy & Execution MKT 846 Professor West

2. Agenda Discussion of: Target market selection and positioning Message strategy & execution On to Super Bowl advertising

3. Where are we… Situation Strategy Brand Message Analysis Development Development Company Competitors Collaborators Consumers Environment Company Competitors Collaborators Consumers Environment Creative Brief Creative Brief Message Strategy Message Strategy Message Execution Message Execution Media Decisions Media Decisions SWOT analysis SWOT analysis Objective Setting Objective Setting Target Market Target Market Develop Positioning Develop Positioning

4. Where are we… Situation Strategy Brand Message Analysis Development Development Company Competitors Collaborators Consumers Environment Company Competitors Collaborators Consumers Environment Creative Brief Creative Brief Message Strategy Message Strategy Message Execution Message Execution Media Decisions Media Decisions SWOT analysis SWOT analysis Objective Setting Objective Setting Target Market Target Market Develop Positioning Develop Positioning Communication: > Awareness > Interest > Desire Behavioral: > Information search > Trial > Purchase Relationship: > Loyalty > Share of wallet > Discipleship

5. Next Step… Situation Strategy Brand Message Analysis Development Development Company Competitors Collaborators Consumers Environment Company Competitors Collaborators Consumers Environment Creative Brief Creative Brief Message Strategy Message Strategy Message Execution Message Execution Media Decisions Media Decisions SWOT analysis SWOT analysis Objective Setting Objective Setting Target Market Target Market Develop Positioning Develop Positioning Attributes & benefits Price/Quality Use or Application Product Class Product User Competitor Cultural Symbol

6. Developing Effective Communication Situation Strategy Brand Message Analysis Development Development Company Competitors Collaborators Consumers Environment Company Competitors Collaborators Consumers Environment Creative Brief Creative Brief Message Strategy Message Strategy Message Execution Message Execution Media Decisions Media Decisions SWOT analysis SWOT analysis Objective Setting Objective Setting Target Market Target Market Develop Positioning Develop Positioning Product Problem Promise Support Competition Target > Demographics > Psychographics Desired Behavior Current & Desired Impression Tone & Manner

7. Developing Effective Communication Situation Strategy Brand Message Analysis Development Development Company Competitors Collaborators Consumers Environment Company Competitors Collaborators Consumers Environment Creative Brief Creative Brief Message Strategy Message Strategy Message Execution Message Execution Media Decisions Media Decisions SWOT analysis SWOT analysis Objective Setting Objective Setting Target Market Target Market Develop Positioning Develop Positioning Message Objectives:  Make an impression  Differentiate you brand  Create a brand personality  Increase liking  Influence opinion leaders  Motivate trial  Stimulate repeat purchase

8. Developing Effective Communication Situation Strategy Brand Message Analysis Development Development Company Competitors Collaborators Consumers Environment Company Competitors Collaborators Consumers Environment Creative Brief Creative Brief Message Strategy Message Strategy Message Execution Message Execution Media Decisions Media Decisions SWOT analysis SWOT analysis Objective Setting Objective Setting Target Market Target Market Develop Positioning Develop Positioning Informational Strategy  Create awareness  Get attention Transformational Strategy  Image and resonance  Connect through feelings Behavioral Strategy  Value proposition  Reminders Relational Strategy  Encourage repeat purchase  Enhance involvement  Develop dialog

9. Challenges How can we achieve “One-voice, One-look” when we are targeting different markets? How can we remain consistent over time without becoming perceived as dated and irrelevant?

10. Hierarchy of Effects Headlines, Visuals Subheads, Lead Paragraph, Storyline Text body, Supporting Visuals Closing paragraph, Logo/ Slogan, Tagline AWARENESS INTEREST DESIRE ACT ION

11. The Execution How do you transform a message strategy into an exciting, attention getting, and memorable idea? What words, sounds and music, images, setting, and lighting will best convey the message? Where do break-through ideas come from?

12. Next Time… We will focus our discussion on media characteristics and scheduling, Chapter 11 You are welcome to turn in Project 2 by Friday afternoon.