Professional Documents
Culture Documents
Lec5 - Xây Dựng Chiến Lược Thông Điệp Sáng Tạo
Lec5 - Xây Dựng Chiến Lược Thông Điệp Sáng Tạo
Lec5 - Xây Dựng Chiến Lược Thông Điệp Sáng Tạo
Developing message
strategies
2
Learning objectives
The concept of
means–end chains
Today’s lecture contents
Participants in
the IMC process
Marketing Collateral
Advertiser Advertising Media communication service/Full
(Client) agency (Agency) organisation specialist service
organizations:
Direct-marketing
agencies, Sales
promotion agencies,
Digital/interactive
agencies Public
relations firms
EXPLORE.
https://lovetheworkmore.com/
Collateral service organisation
Media Research Account
Creative services
services services management
• Develop • Select the best • Study • Link the agency
advertising advertising consumers’ with the client
copy and media buying habits,
campaigns purchase
preferences
and
responsiveness
Creative strategy
Creative tactics
3. What is our task on this job? 9. What do we want the target audience to do?
18
The consistency triangle
What’s
creativity?
Next slide
Generic strategy
Gutman, J. (1982). A Means-End Chain Model Based on Consumer Categorization Processes. Journal of
Marketing, 46(2), 60–72. https://doi.org/10.2307/3203341
The nature of values
Ten universal values that are commonly shared by people everywhere
Benevolence Universalism
A specialty
product
marketed on
Universalism
value
Determining means–end chains: the laddering method
• A research technique is needed to link the concepts of attributes (A),
consequences (C) and values (V).
• One such method is called laddering, which relates to the hierarchy
of relations.
• Laddering involves in-depth, one-to-one interviews.
Product category
Abstract
values
Credibility Attractiveness
Effectiveness
Credibility (internalisation) –
receivers accept the endorser’s Attractiveness
position on an issue as their own
Next slide
https://www.youtube.com/watch?v=iD9XNUYHCNQ