integrated advertising

All posts tagged integrated advertising

Executional Frameworks for Advertising

Published October 18, 2013 by Mayrbear's Lair

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Marketers design their ads to influence the attitudes of their viewers. These messages are produced to transmit through a variety of outlets available in media advertising. To determine the executional framework or the manner in which ads are presented, it is essential that marketers do their homework and gather as much information as they can to devise the most effective message and deliver it in the most efficient manner. Bodri (2011) adds that every business, product, and service should also include a unique selling position (USP) as a preemptive strategy in their advertising campaigns. This method can help give an organization the edge over their competitors. It is effective for getting noticed, transmitting messages, and motivating prospects to listen, believe, and take some kind of action (Bodri, 2011). The focus of this research is centered on the methods that marketers utilize to develop their product’s USP and the executional frameworks they choose to deliver their messages. For the purpose of this study, the product chosen to help illustrate these concepts is Dragon Naturally Speaking (Dragon), the dictation software created by the Nuance Corporation. The research will identify the USP created to deliver the message and examine the following five executional frameworks Dragon incorporated to reach their target audience: (a) slice-of-life, (b) dramatization, (c) testimonials, (d) authoritative, and (e) demonstration. The findings of this research will conclude that the executional framework with which a message is delivered should also include a company’s unique selling position to invoke consumer emotions and help make their message more appealing.

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Unique Selling Position

Top performing marketers are cognizant that unfocused messages do not reinforce a strong selling position. Cosculluela (2012) contends that a compelling USP should be the foundation for all communication including public relations, advertising, sales promotion, product design, and packaging. Mediocre messages that are unfocused with no USP can generate sales however, advertising campaigns are more effective when companies focus their transmission clearly to their intended audience (Cosculluela, 2012). In other words, everything a company does needs to center on reinforcing their USP. For example, Dragon’s website is designed in a simplistic fashion that displays the graphic images of their primary products. Their home page clearly states Dragon’s USP in the following tagline that has been strategically placed next to the product graphics: You talk, it types.  Dragon makes it easier to use your computer (Dragon, 2013). This statement is short, simple, and delivers their message in a unique clear fashion.  It articulates what their product does as well as the benefits consumers will receive from using it.

Executional Framework Strategies

Slice of Life

Slice-of-Life Models

Executional frameworks incorporate the use of appeal concepts like humor and music to convey their USP. This strategy invokes emotions so that consumers will take action. For instance, Baack and Clow (2012) explain that marketers will implement various common types of appeals such as rationality, scarcity, fear, and humor in their executional framework, to stir feelings in prospects so that they will inquire further about the product. One such framework is the slice-of-life concept. In slice-of-life campaigns, the marketer’s objective is to offer solutions to common challenges that consumers and businesses address. Typical slice-of-life frameworks introduce a challenge then explain how their product can help solve them. This strategy typically includes the following four components: (a) the encounter, (b) the problem, (c) an interaction, and (d) the solution (Baack & Clow, 2012). For example, because of the expansion and innovation in computer technology, the Dragon software TV commercial reveals that one common experience most people face, is having to navigate and type on their computer devices. This model addresses a significant problem that many viewers encounter. Next, they introduce the product and interact with it to demonstrate how easy it is to speak while their computer transcribes their words. This strategy supports Dragon’s USP, exhibits the benefits, and offers a solution to help solve their problem.  This entices consumers to take some kind of action.

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Dramatization Frameworks

Executional frameworks that include dramatization strategies can invoke a powerful experience to rouse immediate viewer action. Barnes and Blake (2011) purport that companies who offer a unique selling point, or differentiation, focus on the value of their messages and propositions. The greatest value in this case comes from an organization’s ability to deliver a dramatic message with absolute clarity so that consumers become excited about them (Barnes & Blake, 2011).  Dramatization models are similar to slice-of-life models in that they introduce a problem and offer their product as the solution with compelling storylines. This model illustrates a difficult predicament in a way that will stimulate a reaction by adding drama. For example, one of the Dragon commercials features a young student that is struggling in school.  By incorporating the USP to build excitement and illustrate the ease of use, viewers become an eyewitness to the benefits of their products as the best solution.  Dramatization frameworks add thrilling stimulation and drama to help make a brand’s message memorable.

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Testimonial Strategies

Another effective strategy that marketers implement to transmit their messages is the use of testimonials. Baack and Clow (2012) postulate that feedback and claims made directly from users of products can offer some of the most credible information about an organization’s brand. When a customer genuinely shares a positive experience, that testimonial becomes an effective component for promoting the brand (Baack & Clow, 2012). Consumers believe what others say about a company because they are not paid spokespeople. In other words, their testimonials provide a believability factor that is greater than any self-proclamations a company can state because they are made by everyday people who are eager to boast or complain about the products they invest in. The Nuance media team subscribes to this view. In fact, they are so confident in the benefits of their products they dedicate a full page on their website that provides testimonial videos, case studies, and personal quotes submitted directly from consumers. This strategy reveals authentic product results from users and also serves to build consumer trust.

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Authoritative Structures

Advertisers that execute an authoritative framework want to influence consumers to subscribe that their product is superior. Cosculluela (2012) suggests that without a clear USP, even messages delivered from authoritative figures will be harder to transmit (Cosculluela, 2012). Marketers use this framework to help prove their product is exceptional by employing experts to transmit their messages. Most people trust them as licensed practitioners and proven masters in their field. However, Dragon casts professionals as users to provide information that supports the brand selling position through their own success stories. For example, to illustrate the ease of use to support their USP, a physician is featured to articulate how the Medical Edition of Dragon offered solutions to help them reduce transcription costs. In short, media executives incorporate figures of authority because they are more believable and consumers trust them.

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The Demonstration Approach

Demonstration executional framework strategies are extremely effective in communicating the product’s benefits because consumers can witness the benefits first hand. Barnes and Blake (2011) purport that thanks to new technologies, advertisers can now engage directly with consumers as if they are selling door-to-door. If companies fail to deliver their message effectively or make a good first impression, search engines will lead prospects to competitors that do (Barnes & Blake, 2011). Because of clutter and the heavy ad traffic, most companies literally have only a few moments to make a long lasting impression on their intended audience. Demonstrating the product can directly validate the benefits is one of the most effective ways to communicate a message. In addition, it shows how a product works which can instigate change and win consumers. Marketers design them to include the USP because this strategy exhibits products in a way that advertisers want them to be seen. For example, Dragon includes demonstrations of their product in their TV commercials, on their website videos, and in person at trade shows. Demonstrations at trade booths can show consumers firsthand how easy it is to use their product to support their USP. In other words, marketers that implement demonstration strategies into their advertising campaigns can wow consumers directly to help them remember their claims because they provide an eye witness account to support them.

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Conclusion

Consumers want to trust that a product or service a company provides will solve their problems and deliver benefits to them. Bodri (2011) advises that incorporating a unique selling position in advertising campaigns will serve to support the promises companies make that will benefit their intended audience and help position their brand in a unique fashion. Focusing on features that highlight how significantly different a brand is than anyone else, is an effective method marketers utilize to place their companies above the competition (Bodri, 2011). Appealing messages that broadcast a brand’s unique benefits and are easily understood, are more likely to achieve successful outcomes. The findings of this research deduce that unfocused messages do not reinforce a strong USP. However, a compelling USP that is integrated into a company’s marketing communication strategies, that include a variety of executional frameworks, can serve to help influence consumers’ opinions, particularly when they are matched with the appropriate type of emotional appeal to deliver the company’s message. In conclusion, long lasting marketing campaigns are more effective when media executives incorporate strategies that clearly state their unique selling position by highlighting the benefits and advantages of their brand to help them stand out.

References

Dragon. (2013, ). Retrieved October 2, 2013, from http://www.nuance.com: http://shop.nuance.com/store/nuanceus/Custom/pbpage.resp-dragon-home?utm_medium=ps&utm_source=Google&utm_campaign=Dragon&utm_term=dragon+naturally+speaking&cvokeywordid=137796643&siclientid=2868&sessguid=36873bb3-380b-4925-9727-335dda8b8faf&userguid=36873

Baack, D., & Clow, K. (2012). Integrated advertising, promotion, and marketing communications (Fifth ed.). Upper Saddle River, NY: Pearson Education, Inc.

Barnes, C., & Blake, H. (2011). Creating and delivering your value proposition. London, England, UK: Kogan Page Ltd.

Bodri, B. (2011). How to create a million dollar unique selling proposition. Reno, NV: Top Shape Publishing, LLC.

Cosculluela, J. (2012). Find your own unique selling proposition: Getting ahead with USP. Boston, MA: CreateSpace Independent Publishing.

Advertising Strategy

Published October 14, 2013 by Mayrbear's Lair

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Today’s advertising executives have shifted their focus from communicating about the product to delivering a message that builds their brand. Altstiel and Grow (2013) explain that one way marketers build their brand is by developing a look that introduces memorable characters, like the Maytag repairman for example. This is one approach that helps them build a relationship with their brand through a likable character. Another strategy is to keep consistent themes throughout their long-running campaign ads (Altstiel & Grow, 2013). These are a few examples of tactics that account managers use in their promotional campaigns to help build a company’s brand, awareness, and acceptance.

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Marketers also use other kinds of strategies to reach their target audience. Baack and Clow (2012) contend that corporate messages can be delivered to consumers by cognitive, affective, and conative tactics. These strategic methods are also effective in helping account executives focus on developing a theme to communicate their message more powerfully (Baack & Clow, 2012). Cognitive messages, for example are designed to appeal to consumer beliefs and intellect. Advertisers typically produce an ad that will reflect and explain rational arguments presenting factual information by trusted spokespeople and experts to highlight the benefits of a company’s services or products. For example, a company that advertises medicinal teas may hire a medical and health expert like Dr. Andrew Weil to endorse their products. This strategy appeals to consumers intellect and helps build their trust.

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The goal of many advertising campaigns is to make a relevant connection between the brand and the target audience then present their selling idea in new and unexpected ways. Drewniany and Jewler (2011) suggest that consumers today are more intelligent and want to know who they are making their purchases from. They are interested in a brand’s habits, values, and want to trust that they will keep the promises they deliver. Once a consumer connects with a brand, they give permission to the company to sell consumers products or services that make them happy (Drewniany & Jewler, 2011). Advertisers that want to incorporate the affective strategy tactic to communicate their message, for instance, develop their ads in a manner that will invoke feelings and strong emotions that motivate consumers to take action. This strategy is used to create resonance produced from the stimuli that has been developed into the ad which is developed to stir emotional meaning from the viewer. By achieving resonance, a marketer’s external message connects with the internal values and feelings of their consumers. A good example of this can be found in restaurant commercials for chains like Red Lobster or the Olive Garden. These ads create an atmosphere that is designed to focus on tasty food and family gatherings. This strategy makes consumers feel hungry and motivates them to want to spend quality time dining out with friends and family. Marketers that incorporate affective strategies in their campaigns do so to connect with the feelings that dwell within the consumers they want to motivate to take action.

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References:

Altstiel, T., & Grow, J. (2013). Advertising creative: Strategy, Copy, Design. London, UK: Sage Publications, Inc.

Baack, D., & Clow, K. (2012). Integrated advertising, promotion, and marketing communications (Fifth ed.). Upper Saddle River, NY: Pearson Education, Inc.

Drewniany, B., & Jewler, J. (2011). Creative strategy in advertising. Boston, MA: Cengage Learning.

Target Market

Published October 7, 2013 by Mayrbear's Lair

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Marketers that approach advertising with a strategy to target everybody will face many obstacles. An effective marketing campaign is designed to clearly communicate a message to the right people through the proper channels in order to experience the highest level of profitability. Kennedy (2011) explains the most efficient marketers build their campaigns in powerful, persuasive, and compelling ways to attract the attention and captivate their viewer. Another significant aspect of developing a campaign is to determine precisely who the message is for and design the best method to present it to them (Kennedy, 2011). In short, successful campaigns include two important components to achieve the best results: (a) delivering a powerful message and (b) delivering it to the relevant people.

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Because of the internet and advances in technology in today’s competitive culture, a great marketing message is more important than in any other time in history. A creative who designs a campaign to target everybody will not transmit their message efficiently to the people who need to hear it the most. For example, an advertisement about make-up is only relevant to people who use it. This ad would be wasted on members of society that do not wear make-up. Baack and Clow (2012) suggest the most effective marketers analyze their target audience and design their campaigns to persuade relevant consumers to inquire about their services or products. The information companies gather from consumers allows them to serve their needs better. This strategy enables them to develop a campaign that speaks directly to the consumers who may have an interest in their services or goods (Baack & Clow, 2012). Taking this information into consideration, most creatives design their ultimate marketing plans to promote and combine powerful messages that authentically represents the company’s goods and services.

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Many of today’s advertising giants have one thing in common: commitment to customer focus strategies derived from rigorous customer insight. Gallagher and Zoratti (2012) purport that one way this is achieved is through separating consumers into groups by data mining, analysis, and detailed profiling that implements third party data resources. This strategy is in addition to behavioral, transactional, and conversational tracking. This is known as precision marketing. Rather than allocating large budgets for mass campaigns that treat everyone in the same manner, precision marketers are mining customer data for spending predispositions and propensities in order to target buyers in an exceptionally sophisticated manner (Gallagher & Zoratti, 2012). In other words, all communication received can be used for segmentation to target relevant data to the intended recipient. Marketers that include segmentation as part of their advertising strategy produce higher results than those who do not. For example, when a person with a Facebook profile indicates their interests by liking different pages, this information is gathered so that the next time a person logs in, there are ads strategically placed to target that individual’s interests. By gathering and segmenting data, marketers are better able to reach their intended audience to produce more successful results.

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References:

Baack, D., & Clow, K. (2012). Integrated advertising, promotion, and marketing communications (Fifth ed.). Upper Saddle River, NY: Pearson Education, Inc.

Gallagher, L., & Zoratti, S. (2012). Precision marketing: Maximizing revenue through relevance. London, UK: Kogan Page Ltd.

Kennedy, D. (2011). The ultimate marketing plan: Target your audience (Fourth ed.). Avon, MA, USA: Amazon Digital Services, Inc.