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"I warn you against believing that advertising is a science." - Bill Bernbach
"Finding out what to say is the beginning of the communication process. How you say it makes people look and listen and behave. And if you are not successful at that you have wasted all the work and intelligence and skill that went into discovering what you should say."
William Bernbach
Example of Bernbach work
The "Think Small" ad raised the bar in the advertising business at that time. All the other design firms and ad agencies began to zero-in on giving the relationships between layout elements real purpose. If they put it there -- it had to be for a darn good reason
very small image of the VW Beetle, and floated it in a sea of white space in magazine ads
William Bernbach
Executional Emphasis
American advertising executive and copywriter, a pioneer of the subtle, low-pressure advertising that became a hallmark of the agency he helped found, Doyle Dane Bernbach, Inc.
No point of saying all the right things in the world unless someone listens
Nobody counts the number of ads you run; they just remember the impression you make. Advertising Needs Freshness, Originality and to be Imaginative
How you say something can be more important than what you say
Creating an Advertisement
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Masterbrand: Dove
History of Dove: 1940s Formula for Dove Bar (Mild Soap)
Dove Soap Ad
Outcome
As a result of Dove positioning itself as being in the beauty Industry and focusing on functional benefits as well as a successful marketing mix, Dove became one of the Americas most recognizable brand icons
1960s
1970s 1980s
Masterbrand: Dove
Problems
Declining Sales, lost in a crowded market Increased competition (L'oreal, Olay, P&G, Nivea, Johnson & Johnson)
Need for Brand Positioning, evolve brand image without losing their existing customer base
Objectives: Increase market share through improvement of the brand image Develop an outstanding marketing campaign Retain the functional strengths of the brand Engage customers and differentiate from other competitors
Consumer Insight - Research Study "The Real Truth about Beauty: A Global Report" (2004) Only 2% described themselves as beautiful
Consumer Insight - Research Study "The Real Truth about Beauty: A Global Report" (2004)
68% believed that the unrealistic standard of beauty set by the media would never be achieved
"[...] to make more women feel beautiful every day, by widening today's stereotypical view of beauty and inspiring women to take great care of themselves." Core Message: "No models -- but firm curves"
source: www.thirdwayblog.com
Target Market
Primary: Women 30-39 Secondary: Girls & Teenagers
Objective
Further engagement and differentiation with competitors Touch the lives of 70,000 girls in Canada towards the global objective of touching over 1,000,000 girls by 2008 over the world (achieved in 2 months) To do so in a meaningful way by providing tools, resources, educational materials that can make a real and lasting difference Drive mass awareness of the workshops and available materials, reaching Canadian women through viral email blasts, word of mouth, on-line advertising and PR.
Modes
Social Media (Youtube) and WoM
10-25
Besides being posted on YouTube, an e-mail with a link to the movie was sent to 460,000 people in Canada, Followed by targeted e-mails to 15,000 women who attended a DSEF workshop. An online media plan focusing on womans websites supported the launch of the movie. A targeted PR and Media campaign was developed to coincide with LA Fashion Week to maximize share of conversation for the campaign. Press releases, a DVD with the Evolution movie as part of the goodie bag ... generated mass PR coverage (e.g. publication in several talk shows, television programmes, newspapers and magazines) 7,990,801 views on YouTube upload, more than 30,000 testimonials about real beauty on the campaign website 68,905 search results for Dove Evolution on blogsearch.google.com The movie is launched in more than 40 countries The winner of two Grand Prix and one Epica D'Or awards - Cannes Lions International Advertising Festival Set of a evolution-frenzy online, including numerous videos
Results:
Much affiliation and attachment, created patronage (Dove Self-esteem Fund) Women loved and trusted the dove brand, use the brand to develop selfesteem and feel better about themselves Mild, moisturizing, 1/4 cleansing cream worked on the CFRB to make women feel good about themselves
World No. 1 Cleansing Brand. Has depth and breadth in the market
Would the youth lap up, what had been targeted but rejected by the illiterate audience?
Objectives
1. Target the urban 15-29 year olds 2. Double the penetration level of the product. 3. Drive imagery attribute Brand for someone like me and create relevance and affinity.
Consumer Insight
Text messages are open to interpretations. Chatting with Youth revealed that they find text messages as an extremely convenient &
Add emotion to your messages with Voice SMS - The death of emoticons.
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Results
Penetration doubled within 2 months of campaign launch. Brand imagery For someone like me went up by 2 points among the intended target aged 15-30.
Executional Frameworks
An executional framework is the manner in which an ad appeal (types of appeals) is presented.
Message Strategy
Is the primary tactic or approach used to deliver the message theme It is an idea about how to creatively and persuasively communicate a brand message to the target audience
Creating an Advertisement
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This is an explicit testable claim of uniqueness or superiority that can be supported or substantiated.
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Reebok the only shoe with DMX technology (it has a patent to this)
Coke responded by saying Baaki Sab Bakwaas (all others are nonsense), mocking PepsiCos ads for 7 Up.
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Message Strategies
Cognitive Affective Conative
Resonance Emotional
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Saffola ads
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Message Strategies
Cognitive Affective Conative
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Action Inducing Conative Strategy Mumbai Traffic Police : Blood Coasters Just Remember! Drunken Driving Kills
The coasters were printed using a special invisible red ink, which spreads only when moistened. The Mumbai Traffic Police placed at tables and bar counters in Mumbai's prominent bars. When a customer places their moist glass of alcohol on it, the red ink starts spreading and the face starts to bleed.
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Quick Q!
What strategy is likely to be followed by a market leader or monopolist?
a) b) c) d) Preemptive claim Resonance Positioning Generic
Execution Frameworks - 8
Animation Slice-of-life Dramatization Testimonial Authoritative Demonstration Fantasy Informative
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Nestle has effectively used rotoscoping and hindi film songs to create a series of very successful ads HAVE A BREAK
The product developed in September 1935 as Wafer Crisp, in London, UK. It became KitKat in 1937, two years before the Second World War. During the Second World War Rowntree Kit Kat was seen as a valuable wartime food and advertising described the brand as What active people need. The red and white wrapper briefly changed to a blue wrapper in 1945, when it was produced with a plain chocolate due to an acute milk shortage following the war. In 1947 the standard milk chocolate Kit Kat was reintroduced. In 11-61 1988 the Rowntree was bought by Nestle
Slice-of-Life
Encounter Problem Interaction Solution
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Slice-of-life
A business-to-business print advertisement using a sliceof-life executional framework.
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Drama
Use of the drama executional framework by advertisement.
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Desh Ka Namak ad unveiled in mass media to coincide with Independence Day that uses drama
"Salt is a very basic necessity a little bit can change the complexion of food. Now what we did was draw a parallel to small acts of integrity and loyalty that, collectively, change the nation. And we linked it to desh ka namak khaana something like giving a part of yourself to the nation as a form of repayment. And desh ka namak tied in with Tata Salt. - Rajeev Raja
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Testimonials
When a customer narrates a positive experience with the product It simulated the word-of-mouth experience Business-to-business sector Service sector Enhance credibility Source Customers Paid actors
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Authoritative
Expert authority like accountants, enerpreneurs, dentists, engineers. Eg: Colgate, HP, IBM Scientific or survey evidence Independent evidence Business-to-business ads Cognitive processing Specialty print media
2007 by Prentice Hall 7-69
Demonstration
Shows product being used
Vim, pril, surf excel, washing machines, Mr Muscle, etc
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Fantasy
Beyond reality Common themes Love Romance Perfume/Cologne, Alcohol(Smirnoff) Smirnoff is currently aimed at a predominantly social, party loving male audience, 25-35 year olds who like to drink vodka on a night out socializing, not at home.
2007 by Prentice Hall 7-71
Informative
Used extensively in radio Business-to-business usage Key is buying situation Level of involvement
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Glamour factor Been synonymous with beauty and the enigma of a woman. Brings out the star in you! Levers cashed in on star power with Lux soap in the 1950s. Indulge the senses with promises of renewal and relaxation. Upper middle class woman, 16-35 yrs
Contd..
Today celebrity endorsements is a buzzword
Promotional Planning
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Receiver Comprehension Can the receiver comprehend the ad?
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Channel Presentation
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Message Yielding
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Source Attention
Endorser Traits
Stroop Effect
Stimuli 1: Purple Brown Red Blue Green Stimuli 2: Purple Brown Red Blue Green Stimuli 3: Purple Brown Red Blue Green Stimuli 4:
Nike Ad
Lance Armstrong as a boxer, Marion Jones as a gymnast, Randy Johnson as a bowler, Andre Agassi as a baseball player, Michael Vick as a hockey player, Serena Williams as a beach volleyball player
Celebrity Endorser Bring Their Image And Meanings Into An Ad And Transfer Them To The Product Being Endorsed
Yao Ming is a Popular Endorser in China NBA basketball star Yao Ming has become a very effective endorser for companies trying to enter China. According to a marketing study conducted by the University of Chicago, urban Chinese consumers value such attributes as hardworking, self-confidence, respect, talent, heroism, and lightheartedness. Ming
Spokespersons
Nearly 29 % of all Indian ads use some kind of celebrity The celebritys stamp of approval can enhance the products brand equity Celebrities create an emotional bond between the customers and the brand Celebrities also help establish a personality for a brand.
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Spokespersons
Celebrities score well in terms of trustworthiness, likeability, believability and persuasiveness A celebritys inappropriate conduct and the negative publicity can affect the brands equity Too many products being endorsed by a celebrity tarnishes their credibility. The celebrity should not be over-exposed.
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Cyber media research study published a study about celebrity endorsement in Business World
The study spread over 3 phases in different cities of India (Delhi, Mumbai, Chennai, Kolkota, Nasik, Coimbatore, Meerut) 12 focus gp interviews and 8 expert interviews with ad agencies were conducted. This survey of 480 respondent in 4 cities and 3375 respondent in 8 cities helped to develop different insights on celebrity endorsements which are given as under:
Over 80% of the people remembered the celebrity but forgot the brand. Different stars appealed to different geographic groups of customers (eg., Aishwarya Rai had highest recall down south as against ShahRukh Khan who had little appeal there) Research emphasized that ads without celebrity had a good a chance of working as one with them. For instance, Hutch ad did better jobs of building a brand then coke which had many big celebrity names associated with it
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Match w/audience
Trustworthiness
Match w/product
Factors
Attractiveness/Image
Familiarity
Likability Cost
Types of Sources
Celebrities Tend to score high in credibility Over exposure, Negative publicity CEO Trustworthy, expertise, and some credibility Must exercise care in selection Actor Expert Seek experts who are attractive, likable, trustworthy Valid credentials important Typical person Real-person
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