TOPICS IN MARKETING:

SESSION 17
IMC Plan: Message Design
OUTLINE

•IMC Plan: Message Design

•Structure
•Format
•Source
STAGES OF THE IMC PLAN

A. Analyze the strategy

B. Identify the target audience
C. Establish communication objectives
D. Design the message
E. Select the channels/media mix
F. Establish budget
G. Measure results
DESIGN THE MESSAGE

› What to say?  Content

› How to say it?  Structure and Format
› Who should say it?  Source
DECISION MAKING HIERARCHIES
STRUCTURE

•Informational Strategy
› Elaborate on unique, tangible benefits
› Effects of difference ad features on persuasion:
STRUCTURE

• Arguments:
› One-sided or two-sided?
› Positive or negative first?
› Refutational  weakly negative
followed by strongly positive
(dismissive)

• Effective with well educated

but not yet loyal audiences
STRUCTURE

•Drawing conclusions or not?

› Own inferences  stronger, more
accessible attitudes
› But leaving conclusions open can
backfire
•When to let the consumer draw own conclusions?
› High involvement  people pay attention and infer the
message spontaneously
› Familiarity with product category
› Argument is easy to follow and unambiguous
STRUCTURE

•Transformational Strategy:
› Elaborate on unique, intangible benefits & values to increase
involvement: emotions, feelings, image, status, goals
› Independent of appeal
STRUCTURE

•Aim to the head or to the heart?

›  High on attention and liking, low on
comprehension, fast to decay and
distractive
›  High on recall and understanding
of brand claim
› Challenge: first get attention and then
deliver message! BORROWED INTEREST
FORMAT: ELEMENTS

• Words or Pictures?
› High involvement  words, facts
› Low involvement or experiential decision
making  visuals

• But factual information is more effective

when reinforced by pictures
› Visuals capture attention and enhance
recall, while facts about attributes deliver
the message
› Require frequent exposures (decay)
FORMAT: EXECUTION

LECTURE + AUTHORITATIVE +
TESTIMONIAL + INFORMATIVE

DRAMA + STORYTELLING

METAPHOR + FANTASY
ANIMATION + ALLEGORY + DEMONSTRATION
FORMAT: EXECUTION

METAPHOR + RESONANCE
FORMAT: EXECUTION

SLICE-OF-LIFE
SOURCE: TYPES

• Company • Spokesperson
› Company (CEO, staff)
› Experts
› “People like us”
› Celebrities
› Influencers
SOURCE: FEATURES

• Attractiveness
• Physical
• Personality
• Similarity
• Likeability
•Credibility
•Trustworthiness
• Expertise
• Appropriateness
MEMBERSHIP GROUPS
SOURCE: CELEBS

› Stars are highly recognizable and draw

attention and affect
› They increase awareness and improve
brand image
› Relevant for experiential consumption
and mature brands with high parity
› Confer (+) meanings to brands and
products: symbolize status, affluence,
gender, lifestyles, social class,
personality…
ASPIRATIONAL GROUPS
SOURCE: CELEBS

• Celebrities are expensive and can be a liability

› Withdrawal, scandal or overexposure
› Other endorsers: cartoons, mascots, animals, avatars
Any questions?