MRK317 Integrated Marketing Communications

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MRK317Integrated Marketing Communications

• Week 7
• Creative Tactics

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Creative Tactics

• Creative Execution Style.
• The way an advertising appeal is presented.
• While it is obviously important for an ad to have
  a meaningful appeal or message to communicate to
  the consumer, the manner in which the ad is
  executed is also important.

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Ad Execution Techniques

• Straight-sell or factual message
• Science / technical evidence
• Demonstration
• Comparison
• Slice of life

• Testimonial
• Animation
• Personality symbol
• Fantasy
• Dramatization
• Humor
• Combinations

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Message Structure Order of Presentation

• Primacy Effect.
• Assumes that information presented first is the
  most effective.
• Recency Effect.
• Assumes that information presented last is the
  most persuasive.

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Conclusion Drawing

• Marketing communicators must choose between two
  conclusion styles
• The message can explicitly draw a firm
  conclusion.
• The message can allow receivers to draw their own
  conclusions.

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Message Sidedness

• Marketers must also decide between message
  sidedness styles
• One-sided message.
• Mentions only positive attributes or benefits.
• Two-sided message.
• Mentions both good and bad attributes.
• Refutation.
• Special type of two-sided message.
• Communicator presents both sides of an issue and
  then refutes.

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Verbal Versus Visual Messages

• The nonverbal, visual elements of an ad are also
  very important.
• Many ads provide minimal amounts of information
  and rely on visual elements to communicate.
• Commonly used visual elements are pictures.

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Creative Tactics for Print Advertising

• Headline.
• Words in the leading position of the ad.
• Direct vs. Indirect headlines.
• Subheads.
• Body copy.
• The main text portion of a print ad.
• Visual elements.
• Illustration Must attract, communicate and
  produce an effective message.
• Layout.
• Physical arrangement of the various parts of the
  ad.

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Creative Tactics for Television

• Video.
• What the consumer sees on the TV screen.
• Must attract consumers and communicate a message.
• Audio.
• includes voices, music, and sound effects.
• Planning and Production.
• The various elements of a TV commercial are
  brought together in a script.

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Production

• There are 3 stages of production
• Preproduction
• All work before actual shooting/recording
• Production
• Period of filming, taping, or recording
• Postproduction
• Work after commercial is filmed or recorded

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Preproduction Tasks

• Selecting a director
• Choosing a production company
• Bidding
• Cost estimation and timing

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Preproduction Tasks

• Production timetable
• Set construction
• Location
• Agency and client approvals
• Casting
• Wardrobes
• Preproduction meeting

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Production Tasks

• Location versus set shoots
• Night/weekend shoots
• Talent arrangements

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Postproduction Tasks

• Editing
• Processing
• Recording sound effects
• Audio/video mixing
• Opticals
• Client/agency approval
• Duplicating
• Release/shipping

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Evaluation Guidelines

• Consistent with brands marketing objectives?
• Consistent with brands advertising objectives?
• Consistent with brands communication objectives?
• Approach appropriate to target audience?
• Communicate clear, convincing message?
• Approach keep from overwhelming the message?
• Approach appropriate to the media environment?
• Is the advertisement truthful and tasteful?