Creative brief

Course planSession 5• Workshop: strategy/creative briefs

Session 6• Workshop: continued

Session 7• Aspects of international marketing communication and strategy

Textbook: chapters 13, 14, 15From the text collection:Percy, Rossiter & Elliott: The Strategic Planning ProcessJon Steel: Serendipity – “got milk?”

• Session 8• a) Aspects of international marketing communication and strategy• b) Course evaluation

See lecture 7From the text collection:H. David Hennessey: Marketing Communications Trends in the……O’Connor, Galvin and Evans: Electronic Marketing and Marketing…..

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The creative brief 1

1) Communication objective: ”Jolly skulle gøres til et tidssvarende mærke, som er det foretrukne alternativ”.

2) Brand ambition (core of the brand): ”DERES klæ’r dig på”.

3) Target group and consumer insight (consumers’ need for thebrand, both emotional and consumption wise): Target group: parentsConsumer insight: ”´Sjovt, at ungerne nu vil ha’ Jolly, for det drak jeg jo selv som barn” eller ”Jeg vil være en succes” (DERES).

4) Target group’s relations to product category and competitors:

5) Brand’s current position and image: (A)

6) Brand’s desired position and image: (B)

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The creative brief 2

7) Proposition/promise: (C)”fakta er det hurtigste sted at handle dagligvarer”.”Show your best side” (DERES)

8) Why should the consumers believe your promise?:

9) Tone, style, guidelines….

B

CA

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A brief

1. Brand Idea What is this job doing for the xx brand and the xx values?

2. Requirements A clear and crisp overview of the job. A detailed list of the elements is required at “What is needed?”

3. Market context A clear and crisp overview of the market factors relevant for this job.

4. Brand opportunity What is xx’s objective – our chance and opportunity for this job?

5. Communication objectives What are the measurable objectives for this job?

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A brief

6. Target audience

7. Proposition What is the unique and simple-mindedproposition for this job? What’s the message?

8. Critical support Why this message?

9. Tone-of-voice Are there any guidelines for style and tone-of-voice that must be met in the

execution?

10. Musts What is mandatory?

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A brief

11. What is needed? List of elements required

12. Other Additional relevant information

13. Practicalities

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Last week: The creative brief – just an example

ObjectivesWhich brand values should be maintained/acquired/refocused?

Target audience/insightsWho are we talking to? What are their attitudes and beliefs? What

insights are there about the target group?

PropositionWhat is the core message being conveyed?

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”got milk”

Some of milk’s problems: people concerned about fat contentregarded as kids’ drinkmilk is boring= image problem

The ”Board” had tried image campaigns, which were successful in changing attitudes but not sales.

So the brief was wide open – start from scratch:”So I’m not interested in image. If all we do isaffect image, we will all lose our jobs. We needaffect behavior. People have to buy more, and theyhave to consume more. That’s the objective. And I don’t give a damn how we get there.”

Also, farmers/board had decided to give themselves two years to make a difference!

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”got milk”

NOTE: All the research that was carried out ”along the way”.

1. ”As we talked about this in the agency, we quickly arrived at the conclusion that if our task was to influence hehavior quickly, then trying to amplify existing behavior, by persuading people to use more milk, or use it more often, gave us a much greater

chance of success. Those who were not using milk, or using less of it, were often doing so for reasons that were quite deeply ingrained, and it seemed to us that advertising

was not likely to make a difference, at least in the short term.”

2. ”If we were right to talk to the user group, then the immediate question we had to answer was ”how do they use milk?” Dave from the board offered an insight:

”If you think about it, you hardly ever use milk on its own….brownies, or cereal, coffee…those things taste to good with milk, and you can’t imagine eating them without it.””

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”got milk”

NOTE: All the research that was carried out ”along the way”.

3. Research confirmed that very little milk is consumed in isolation

4. People were attracted by the food and immedieately imagined a glass of milk alongside it. People want food first and milk second.

5. ”…maybe there was something in these emotional reactions to not having milk that we could exploit.”

6. ”We wanted Californians to think about milk in a way that they did not normally do……Somehow, advertising had to affect their minds in the same way, but more than affecting their minds, it also

had to affect their behavior. From what we had observed in our initial research, where simply talking about food items like brownies [..] made people want to eat them and wash them down with milk, we thought that it might be possble to create more milk occasions, so that people would use

more milk. Usage patterns had to be to purchase patterns, so that people would not only use more, but also buy more.”

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Recent Developments in Below-the-line Marketing Communications

”Originally mass communications, predominantly advertising, represented the only realistic way of reaching large audiences in a cost-effective manner. Advances in information systems and technology (IST) have enabled new channels and communication tools to be developed, which in turn has stimulated the design of alternative, more targeted, and personalized communication opportunities. Two main forms of communication can be identified: (a) advertising (which uses paid-for media) and (b) all other tools (which do not use paid-for media).”

”The primary goal of this chapter is to consider the current and future impact of IST on this second group of marketing communication tools, which have become known as ’below-the-line’ communications.”

(Chris Fill, in Kimmel: Marketing Communication, Oxford University Press 2005)

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”Atlthough below-the-line marketing communications comprise an increasingly wide range of approaches, the core tools are sales promotion, public relations, personal selling, and direct marketing. In fact, a variety of other communication methods are derived from these primary tools…”

Some of the methods: sponsorhip, events, field marketing, in-store, merchandizing activities, product placement, lobbying, customer magazines, conferences, facility visits, websites, exhibitions.

In-store activities include window displays, posters, signs, information cards, counter and check-out displays

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About below-the-line:

1. …and overriding strength is their capacity to stimulate action and to bring about behavioral responses in target audiences.

2. Of all the tools, public relations has the widest sphere of activity as is seeks to influence the thoughts and actions of a range of stakeholders, not just customers.

3. However, brand development in many consumer markets is often undertaken through the sole use of below-the-line tools, simply because there are insufficient financial resources to use advertising.

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From transactional to relationship marketing - the transition has yet to be completed, but the move appears to be irreversible and an inevitable development.

Three main distinguishing characteristics of relationship marketing:

1. The recognition that all actions should seek to maximize the lifetime value of a customer.

2. The recognition that marketing actions need to be addressed to multiple markets, not just customer markets.

3. The recognition that marketing is a cross-functional activity and not merely the preserve and responsibility of a marketing department.

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”Thus, if relationship marketing focuses on customer retention, then a key task is to manage customer behavior. The role of marketing

communications in this context is to encourage and reinforce behavior, to convey trust, and build commitment in order to encourage increased

purchase frequency, cross buying, and product experimentation. In other words, there is a strong complementary aspect with the tasks of

below-the-line communication tools.”

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Elliott, Percy & Rossiter: In the marketing plan

”All marketing communication must be consistent with, and in support of, the overall marketing plan. Before a manager even begins to think about specific communication issues, it is important to review the marketing plan”

= setting the scene, creating a general understanding= marketing communication does not exist in a vacuum

And remember:Marketing and marketing communication are two very different, but closely

connected, worlds.

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In the marketing plan

The five key areas where the manager could look for inspiration before beginning the strategic planning process for marketing communication:

1. Product description – What are you marketing? Do you and the target audience understand what it is?

2. Market assessment – What is your overall assessment of the market?3. Source of business – Where do you expect business to come from? E.g. from new or

existing users?4. Competitive evaluation – What is your competition and it position itself? Get to know

the competition’s communication approach and tactics.5. Marketing objectives – What are the marketing objectives for the brand?

However, in truly consumer-driven companies the persons in charge of marketing communication already know what’s in the marketing plan.

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After or based on the marketing plan

1: Select the target audience based upon the overall marketing strategy.

2: Determine the best positioning for the brand within its marketing communication.

3: Establish communication objectives that are related to steps one and two.

4: Develop a communication strategy based upon the communication objectives selected.

5: Choose the best available communication options (media) to deliver the message and satisfy the communication objectives.

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Loyalty Model Groupings

Elliott, Percy & Rossiter – Loyalty Model Groupings:

Loyal: highly satisfied with their brand and unlikely to switch.

Vulnerable: satisfied with their brand, but little perceived risk in switching.

Frustrated: not satisfied with their brand, but feel the risk is greater than the potential gain in

switching.

Switchable: neither satisfied with their brand nor inhibited from switching.

”Lists” like these make it look too simple!

But why are they still useful?

Loyalty reflects the target market’s attitude toward the category and its brands.

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Decision participants

…initiator who suggests the purchase

…influencer who recommends or discourages purchase

…decider who makes the actual choice

…purchaser who does the actual purchasing

…user who consumes or uses the product or service

Marketing communication is aimed not just at individuals, but at individuals in a role.

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Decision participants

”…no matter how many participants may be involved in a decision process, we want to be sure that initiators are aware of our product and positively inclined to suggest considering it (either to themselves or to others), and that influencers have reasons to recommend it (again either to themselves or to others):”

”…it will require more commitment from a consumer in the role of decider when the product choice decision is high-involvement than where it is low-involvement. This will have clear implications for strategic message development.”

”For most low-involvement purchase decisions, the decider, will be a single person. With high-involvement purchase decisions, the decider may be a single person; or for large household purchases, a couple;…”

”…messages need to accomplish different things depending upon where you are and what role you are playing in the decision process.” OF COURSE!

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Decision Participant Grid - Holiday

Role in decision Target audienceConsumer

Target audienceProvider

Initiator Self, friends, family

Influencer Self, friends, family Travel agent, resorts, other destinations

Decider Self, mate

Purchaser Self, mate Travel agent

User Self, mate, family

The DPG enables managers to stimulate and organize their thinking

By taking time to think through a DPG the manager is forced to focus upon the roles in the decision process and what implications there may be for marketing communication, even

in the simplest case where one person plays all five roles.

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Decision stages – a generic model

Need arousal Brand consideration

Purchase Usage

Decision roles

Where stage is likely to occur

Timing of stage

How stage is likely to happen

Decision stages

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Decision stages


Purchase Usage

Decision roles


Timing of stage


Decision stages

”Once we have identified what the likely decision stages are for consumers making choices in a category, we must identify everyone who might play a part in the decision process, and the role or roles thay play at each decision stage.

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Decision stages


Purchase Usage

Decision roles


Timing of stage


Decision stages

”An important key to effective marketing communication is to identify where in the decision process a message of some kind might make a positive contribution. The better we understand where those opportunities, lie, the better our media planning. We need to know where members of our target audience (which at this point is potentially everyone involved in the decision process) are likely to be making decision.”

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Decision stages


Purchase Usage

Decision roles


Timing of stage


Decision stages

”Understanding the timing of the decision is also very important for media planning, especially for when to schedule media.”

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Decision stages


Purchase Usage

Decision roles


Timing of stage


Decision stages

”The ’how’ is your best description of what is happening at each stage of the decision process. What happens to stimulate a perceived need for the product? How is the target market going to behave? Where are consumers likely to find information about brands (if they need it)? What goes on when actually making a purchase. How is the product actually used?”

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Setting communication objectives

”Depending upon where a product or brand stands within the market, as defined by the consumer, we will have various options open to us that will guide the

selection of the desired communication effect. Once this is done, we will be in a position to choose the appropriate effect for a communication objective.”

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Potential communication objectives

Category needWhen it is necessary to remind the target of their need for the category or when you must sell the target audience the need. Not very often required as a objective, because most brands are marketed in categories where the perceived need is well established.

Brand awareness Always an objective in order to enable the targetaudience to identify the brand in enough detail to purchase or use the brand.

Brand attitude Also always an objective because there must be some other reason to select one brand over the other.

Brand purchase intentionNot often a specific objective except when brand attitude is positive and a ’reason to buy’ now is required. ’I think I’ll try that brand.’

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Importance of involvement and motivation

”In terms of involvement, we need to know whether or not the target audience sees any risk in the decision to buy or use a product or service.”

”The reason this idea of involvement is so important is that in processing a message, when involvement is low and there is little if any risk involved, you do

not really need to believe the message is true. On the other hand, when the decision is high-involvement and fiscal or psycological risk is involved, you must

accept the message as true before you will consider the brand.”

Elaborative Likelihood Model looks at involvement.

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”The central route is used for high-

involvement products. Consumers are

influenced by strong, product related

arguments.”

”For low-involvement products, the peripheral route is used.”

”…associates positive or negative cues with the brand as a result of the execution or message without engaging in any extensive benefit-related thinking.” (Elliot, Percy & Rossiter)

The two routes to persuasion.

Journal of Advertising Research, March 2003: 25-33

Elaboration Likelihood Model

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Importance of involvement and motivation

”…motivation, if we do not know why someone wants to purchase a product or use a service, we will not be able to identify effectively the appropriate

brand attitude and associated benefits.”

”Fundamentally, motivation can be divided into negative vs. positive motives….Negative motives generally concern solving or avoiding problems.

Positive motives generally involve seeking more personal satisfaction.”

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The Emotional Journey Seen before?

Developing communication – how do we get started?

A rather ”primitive” tool for discussion!Comments, please!

”It’s not that simple!”

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The Emotional Journey

+ target group + strategy + communication objective + etc.

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The Emotional Journey

Remember: No point of contact with the consumer should be ”accidental”!

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A journey towards effective communication! Girl, 8.

Message Emotional Media ExecutionTake-away

Pre-purchase Now new dolls Woaaw ? Let the expertsNew features Gotta have it

During purchase Extra add ons Woaaw ? Let the expertsNew featuresWoaw there areso many

Post-purchase Fun, fun More fun ? Let the expertsYou can get more than I thought

Post-post Great play Fantastisc ? Let the expertspurchase universe universe

Flow i forbrugerens møde med produkt/brand

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Hennessy: Marketing Communications Trends in the Emerging Global Marketplace

The text is basically an ”easy-reader” providing input, inspiration and an overview

Some interesting points 1:

1. ”However, the volume of communications directed simultaneously toward targets in multiple countries is actually small. The majority of advertising activity still tends to be directed toward one country at a time.”

2. ”Thus, Kimberly-Clark has moved from a local approach to a global approach, while Coca-Cola has gone from a global approach to a more local campaign.” = Good example on p. 87.

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3. ”When global marketers fail because of misinterpretation of the local culture, they usually do so because they advocated an action inconsistent with the local culture or because they chose an appeal inconsistent with the motivational pattern of the target culture.”

4. ”Advocating the purchase of a product whose use is inconsistent with the local culture will result in failure, even if the appeal itself does not violate that culture per se.”

5. ”Similarly, companies can also fail if the appeal or message employed is inconsistent with the local culture, even if the action promoted is not.”

6. Consequently, a foreign company entering a new market has to be aware of both cultural aspects: the product’s use and the message employed.”

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7. ”This campaign [Whirlpool, p. 93] was successful in many markets because the purchasing criteria and the purchase motivation of women were sufficiently similar.”

8. ”Many Sprite ads are run worldwide unchanged, while others are tailored locally. All share the same basic theme of self-reliance and trusting one’s instincts. The company found that despite cultural differences in different markets around the world, there was strong global similarity among teenagers no matter which country was involved.”

9. ”Sales promotion has a largely local focus. Although some forms of promotions, such as coupons, gifts, and various types of reduced-price labels are in use in most countries, strict government regulations and different retailing practices tend to limit the options for global firms.”

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O’Connor, Galvin & Evans: Electronic Marketing and Marketing Communications: The Role of

Technology

Electronic marketing is having a dramatic impact on marketing communications.

Five messages that the authors believe today’s marketers need to understand if they are to deliver marketing communications effectively in the future.

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O’Connor, Galvin & Evans: Electronic Marketing and Marketing Communications…

Message 1: Electronic marketing and marketing communications require a modified marketing model.

Highlights:• The electronic age is putting more power in the hands of the buyer than the

seller.• Marketing communication activities are also becoming more targeted as a

result of more, and better information.• Companies forced to adapt• Traditional marketing is giving way to electronic marketing• Electronic marketing involves the effective use of technology in all its forms.

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Marketing area Traditional marketing Electronic marketing

Pricing Seller-driven Buyer-driven

Segmentation Demographic Biographic

Advertising Broadcast Interactive

Promotions Mass Tailored

Sales management Data with sales dept. Shared data

Distribution channels Intermediaries Direct

Customer ownership Company Network

Product Constrained Buyer-driven

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Message 2: The marketing database is still at the center of marketing communications.

Highlights:• Electronic marketing is not just Internet marketing.• Good customer segmentation requires individualized data on customers and

prospects.• In addition to psychographics and transactional data, a third micro-

segmentation approach that has emerged in recent years is biographics…..the ability to match names, addresses, purchasing behavior, and lifestyles all together onto a single database allows companies to build a model of someone’s life.

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Message 3: New technologies can improve communication with customers.

Message 4: Electronic marketing requires new skills and ways of transferring knowledge within an organization.

Message 5: Companies need to address the increasingly complex issues of data privacy and data protection.

From the conclusion p. 151:

”Although the technology is different, receiving an inappropriately targeted SMS message is no doubt just as annoying for a customer as receiving a piece of

junk mail.

”If, however, data can lead to a deeper understanding of customers, then the resulting knowledge can be used to inform more effective interactions.”

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Documents

Creative brief