E - neu Flashcards
Briefing Agencies
Constructing a creative Brief
(Questions to consider)
- background of the job, the strategy
- the task on this job
- corporate brand or positioning and the client’s objective for this job
- target audience: who? what do they feel currently and what do we want them to feel?
- what is the single-minded proposition and why should the target audience believe it?
- how should we speak to them?
Briefing Agencies
Process of working with agencies
- company briefs an agency
- the agency codes a message and delivers it via media to the consumer
- the consumer decodes the message, a behavior results and the communication success will be delivered to the company
Briefing Agencies
Copy Strategy
Positioning:
how should the brand be positioned in the perception room of the consumer?
Consumer Benefit:
why should consumers buy this brand?
Reason why:
which attributes of the product fulfill the promise?
Target audience:
Which target group should be addressed?
Tonality:
Which atmosphere should be transported?
Positioning, Consumer Benefit, and means-end-chains
Type of positioning
- informative (basic benefit; e.g. new products, high involvement)
- emotional (additional benefit; exchangeable products)
Positioning, Consumer Benefit, and means-end-chains
Trigger of positioning
- new positioning
- re-positioning
Positioning, Consumer Benefit, and means-end-chains
Strategy of positioning
- differentiation
- me too
Positioning, Consumer Benefit, and means-end-chains
Consumer Benefit
Benefits
- Product = bundle of attributes
- expected value: benefit = sum of partial value of attributes * likelihood
- purchase intention: maximize the expected value
- benefit -> degree of need fulfillment
Positioning, Consumer Benefit, and means-end-chains
Maslows Hierarchy of need’s
- Physiological needs (water, food, sleep, …)
- safety and security (safety in all aspects of life)
- social needs (friendship, family)
- esteem (self-esteem, confidence, achievement)
- self actualization (creativity, problem solving, authenticity, spontaneity)
Positioning, Consumer Benefit, and means-end-chains
Ladder of benefits
Benefit
- > functional (basic benefit) and symbolic benefit (additional benefit)
- > symbolic benefit: social (prestige benefit) and individual (emotional benefit)
- > individual benefit: performance (achievement benefit) and value (confidence)
- > …
Positioning, Consumer Benefit, and means-end-chains
Means End Theory
Means End chaining
+ components of this theory
The attributes (means) of a product create consequences (means) and the consequences satisfy the needs and values of the customer (ends).
Attributes: The features or aspects of the advertised brands
Consequences: What consumers hope to receive (benefits) or avoid (detriments) when consuming brands
Values/Needs: Represent those enduring beliefs people have about what is important in their life
Positioning, Consumer Benefit, and means-end-chains
MECCAS Model
Components
Value Orientation Brand Consequences Brand attributes Creative Strategy Leverage point
Positioning, Consumer Benefit, and means-end-chains
MECCAS Model
Value Orientation Brand Consequences Brand attributes Creative Strategy Leverage point
Value Orientation:
- end level (value) to be focused on in the advertising
Brand Consequences:
- positive consequences or benefits of using this brand, that the ad visually/verbally communicates to consumers
Brand attributes:
- the brand’s specific attributes/features that are communicated as a means of supporting the consequences of the brand
Creative Strategy:
- overall scenario for communicating the brand
Leverage point:
-value orientation and the manner (leverage point) by which the ad will tap into/reach/activate the key value that serves as the ad’s driving force
Positioning, Consumer Benefit, and means-end-chains
Laddering Method for determining means end chains
- Objective: identifying the relations between attributes, consequences (the means) and values (the end)
- Assumption: Hierarchy of relations; lower levels imply presence of higher levels
- Method: in-depth, one-to-one interviews using „why“-questions
Alternative Styles of creative Advertising
Functional Orientation
Unique Selling Proposition
- advertiser claims are based on the superiority of a product attribute. This attribute is unique and represents a meaningful and distinctive consumer benefit
- this strategy is most useful when the point of difference cannot be readily matched by competitors
- it may force competitors to imitate or choose a more aggressive strategy
Alternative Styles of creative Advertising
Symbolic/Experiential Orientation:
Brand Image Strategy
- claims are based on psychosocial differentiation and symbolic association
- a brand is given a distinct identity or personality, particularly in homogeneous product categories
- most often prestige claims; rarely challenges competition directly
