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MCS (COMM) TRY 2 > Marketing communication objectives & creative process > Flashcards

Marketing communication objectives & creative process Flashcards

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1
Q

define objectives

A

after describing the target groups you define the comm objectives that drive -**your message & creative concept -your choices of comm channels (touchpoints) -how we’ll measure the success of the campaign **

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2
Q

Always formulate smart

A

specific
measurable
achievable
realistic or relevant
time bound

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3
Q

Hierarchy of objectives

A
  1. Mission vision and core values
  2. business objectives
  3. marketing objectives
  4. marketing communication objectives

vision os more aspirational than mission

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4
Q

Business vs marketing objectives

A

Business= high level objective that directly affect the entire company. they can ecompass a range of areas such as financial performance, growth
(eg increase revenue by x% in the next fiscal year)

Marketing = are measurable objective of marketing initiatives taht support business goals
(eg. increase sales product x by 30 % in the next quarter)

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5
Q

Communication objectives

definition

A

aim at changing something in the mind of the Customer / in consumer behaviour

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6
Q

3 aspects of communication objectives

A
  1. Reach
  2. process
  3. effectiveness
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7
Q

Reach

aspect 1 of communication objective

A

reach the target audience in an effective and efficient way
(as a marketeer: you need insights in the media behaviour of the wanted segment)

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8
Q

Process

aspect 2 of communication objective

A

conditions that should be established before any communication can be effective

the extent to which customer should have processed a specific communication stimulus

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9
Q

effectiveness

aspect 3 of communication objective

A

focus on the effect of the campaign that you can understand which the DAGMAR MODEL

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10
Q

DAGMAR MODEL

A
  • defining
  • advertising
  • goals
    for
  • measurable
  • advertising
  • results

As a marketer: it’s essential to decide which are the
relevant communication obj of the campaign.

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11
Q

at what stage is our potential client?

DAGMAR model

A

Category need
brand awareness
brand knowledge/comprehension
brand attitude
brand purchase intention
purchase facilitation
purchase
satisfaction
brand loyalty

Through eyes of marketeer

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12
Q

Customer journey in terms of dagmar model

A

Awareness
interest
consideration
purchase
support
loyalty
advocacy

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13
Q

Category need

A

a product category is all the products offering the same general functionality
they need to reinforce the category need depend on situation of Product
Customers should understand what needs are satisfied by the innovation
make product appealing

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14
Q

brand awareness

A

association of some characteristics such as brand name, logo, packaging, style … with chategory need

different stages of brand awareness

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15
Q

brand awareness pyramid

A

top of mind (first one i think of)
recall ( unaided spontaneous awareness
recognition ( we can remember if helped)
unaware

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16
Q

how to stimulate brand recognition

A

show product, logo
repetition
slogans jingles
consistency
collaboration

every communication activity should take brand awareness into account

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17
Q

brand knowledge

A

once consumer knows about your brand and associates it with their need then boom you get brand knowledge

What does the brand stand for
good positioning, well communicated => good brand awareness

because the Customer should know: brand characteristics, features, benefits, POD with comp

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18
Q

brand attitude

A

make Customer know some relevant basic info that creates an emotional reaction in them

perceived value of the Brand by the customer

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19
Q

mindshare

A

degree to which the customer thinks that the brand is relevant to him

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20
Q

heartshare

A

extent to which Customer has positive associations with the brand

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21
Q

a brand is much stronger when the… =>positive influence on brand attitude

A

differentiation with another brand is bigger

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22
Q

brand purchase intention

A

the Customer is still unsure at this point
stimulate trial - enhance purchase intention

mainly issue with high involvement products
low involvement are more about brand attitude and awareness

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23
Q

purchase facilitation

A

reassure Customer that there are no obstacles to purchasing the product or brand

as a marketer: remove objective obstacles

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24
Q

purchase

A

stimulate purchase although it cant be your primary comm obj

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25
on average, effectiveness seems to be optimized when
approx 60% of communications budget is devoted to brand building 40% to sales activation
26
satisfaction
the product or service lives up to expectations or surpasses them ## Footnote you want possible advocates, you want to reassure customer about choice and turn clients into loyal customers
27
Net promoter score
0-6 detractors 7-8 passives 9-10 promoters
28
how to calculate NPS
% promoters - % detractors
29
how to improve
monitor frequently asked questions and complaints invest in good customer service map customer journey and improve experience in every touchpoint do something special
30
brand loyalty
=mental commitment btw Customer & brand (like a relation) ## Footnote repeated purchase does not mean brand loyal - you can create brand community
31
evaluation of dagmar model
advantage: communication effects -> indicator of future sales disadvantage: the customer doesnt always follow the process in that order or in every step at all ## Footnote -attitude changes can also be caused by behavioural changes (buying => use => attitude) -no proof that C have a strong desire/conviction before buying the product
32
you can change your strategy according to the product life cycle
introduction - category need - brand awareness - brand knowledge - brand attitude growth - brand attitude - brand preference maturity - top of mind - awareness - brand attitude - brand loyalty - customer satisfaction decline - purchase - new target groups
33
3 levels to campaign development
1. Message strategy (what) 2. creative strategy (How) 3. development and execution
34
# 1. message strategy HOW to define your message:
1. Message starts from **comm objectives** 2. Make sure it’s in line with your **positioning** statement: unique customer promise ->Make a **benefit laddering** & come to your unique benefit: **USP / ESP**: that’s it 3. It should be based on **customer benefits**: Consumer insight!!!
35
# 2) Creative strategy (HOW) About making **memorable advertisement** s & spend less by making it better
-creative agency / advertising agency: core task => translate core message into idea & execution
36
HOW are you going to tell your message
1. Consumer insight(s) !! 2. Creative idea 3. Creative execution(s) The box: defined by the strategic team
37
2.1. STEPS within a creative agency:
1-Client general briefing to creative agency 2-Reworked creative briefing for the creative team 3-Development creative idea (creative team) 4-Proposal to the client 5-Rework creative team (if needed) 6-Approval client 7-Production : design, web development, production spot,...
38
1-Client general briefing to creative agency
=kick-off FROM the client = the advertiser TO account manager & strategic team of creative agency
39
2-Reworked creative briefing for the creative team
= 2nd briefing where we retranslate the first one & redefine the framework we’ll create in -Team: art director (pictures/visualisations) & copyright (words)
40
3-Development creative idea (creative team)
Creative idea = campaign concept = where your creative idea & C insights come together
41
# 3-Development creative idea (creative team) CONSUMER INSIGHTS
deep insights into customers, related to ## Footnote values, wants, needs, ideals, desires, annoyances, frustrations, expectations
42
There are 4 diff types of consumer insights:
Consumer insights Brand insights cultural insights product insights
43
Consumer insights
the expression of an expectation of the consumer
44
Brand insights
a unique aspect of the brand, something connected to its DNA
45
Cultural insights
a cultural spcificity related to the target group, category, country, religion
46
product insights
a key emotional / functional benefit of the P / S
47
To phrase it well you need 3 elements to make a strong insight:
Need (WHAT = desire, feeling, wish, need) -Motivation (WHY = justification) -Tension (BUT = barriers, risks, fears)
48
Creative idea
Over arching thought
49
creative execution
How you deliver that thought
50
Rational appeals
Talking head demonstration problem solution testimonial slice of life dramatisation comparative ads endorsers
51
Emotional appeals
Humor fear warmth eroticism music ## Footnote Mainly non verbal elements
52
# Rational appeals Talking head
(ppl/characters talking about the P in their own words)
53
Demonstration
(talk of product attr. while showing)
54
# Rational appeal problem solution
(shows the prob & the P as the solution) -sometimes combined with fear: what happens if u don’t use the P : Head & Shoulders ex.
55
# Rational appeals testimonial
-if ppl are scepticale abt P this won’t work so pre-test this
56
# rational appeal Slice of life
(P being used in a real-life setting so that C can relate) -usually involves solving a problem
57
# rational appeal dramatisation
(slice of life but with drama & climax)
58
Comparative ads
direct= explicitly names comparison brand indirect= no explicitly mention of comparison brand ## Footnote but argues to be superior on a certain attribute compared with other brand (not legal everywhere)
59
endorsers
Expert or celebrities
60
# Emotional appeals Humor
Sometimes with humor you remember the joke but not the brand
61
# Emotional appeal Fear
how P takes away fear (social, physical,financial, opportunity loss, time, P performance)
62
# Emotional appeal warmth
love, friendship, coziness, empathy : + feelings
63
# Emotional appeal eroticism
use changes throughout generation
64
# Emotional appeal Music
(attention, mood, message acceptance, personality)
65
For direct Comparative ads: advantages & disadvantages
66
4-Proposal to the client
the creative team present their creative executions (drawing=print ad, script=radio spot, story-board=tv spot) criteria for judgement: -is it simple enough to understand: simplicity -consistency & style -diff from competitor
67
Step 6 of creative agency
approval client
68
Step 7 of creative agency
Production
69
Roles within a creative agency
accounting roles strategy roles creative roles production roles ## Footnote Strategy roles make sure creative ideas align with marketing strategy of company

MCS (COMM) TRY 2 (6 decks)

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