Integrated Marketing Communications Module 4: Developing the IMC program

1

Integrated Marketing Communications

Module 4 Developing the IMC program

2

Integrated Marketing CommunicationsModule 4 Developing the IMC program

Planning and development of creative Marketing Communications

3

Role of advertising

Source of entertainment motivation fascination fantasy information and sometimes irritation

Ads create or shape the consumers desires and goals

Ads can be used to create images and associations and position a brand in the consumerrsquos mind as well as transform the experience of buying andor using a product or service

Eg BMW ndash ldquothe ultimate driving machingrdquoHallmark ndash ldquowhen you care enough to send the very bestrdquo

4

Underlying all the messages are two critical components

Determining what the advertising message will say or communicate

CreativeStrategy

CreativeTactics

Determining how the message strategy will be executed

What is creativity

6

What is creativity

Some people believe that innovativeness artistic and aesthetic value and originality is what creativity is all about

Creative ads can break through the competitionrsquos ads grab the consumerrsquos attention and have some impact

Some other people say that an ad is creative only if it sells the product They are more conservative than the creative people and want

8

Advertising creativity

9

Importance of creativity in advertising

Good creative strategy can be central to determining the success of a product or service

It is an essential part of a strong brand building It can create the lsquobig idearsquo

Advertising creativity is the ability to generate fresh unique and appropriate ideas that can be used as solutions to communications problems

10

ldquoThe Big Ideardquo

Describable in a simple

word or phrase

Likely to attract the prospectrsquos attention

Lets prospects

vividly experience the goods

Revolves around the clinching benefit

Allows you to brand the

advertising

11

Creative thinking is needed from everyone involved in the promotional planning process

It is needed from the agency people such as account executives media planners researchers as well as from the client side viz marketing brand managers etc

All must seek creative solutions to the problems encountered in planning developing and executing an advertising campaign

12

Creativity everyone should chip in

Agency

bull Account executives

bull Media planners

bull Researchersbull Attorneys

Client

bull Marketing managers

bull Brand managers

bull Upper management

13

Planning the creative strategy

The creative challengeTaking creative risksCreative personnel

The creative process

Account planningInputs to creative processAdvertising campaigns Copy platformSearch for the major selling idea

14

The creative challenge

The creative team must take all the research strategy statements communication objectives and transform them into an ad message

Do not focus on featuresbenefits of the product or services they must put the advertising message into a form that will engage the audiencersquos interest and make the ads memorable

15

Rules lead to dull stereotyped advertising and they stifle creativity inspiration initiative and progress

The only rule in advertising hellip

There are No rules No formulae No Right way

16

Taking creative risks

Clients often feel uncomfortable with advertising that is too different

Creative people say it is important for clients to take some risks if they want breakthrough advertising that gets noticed

Clients like Nike Microsoft Wrigley are more open to take risks

But ultimately the bottom line of advertising is lsquoDoes it sellrsquo

It is a balancing act that clients and ad agencies have to perform

Wrigley confectionary 17

18

Creative risk

19

Creative personnel

Creative personnel in the agency are often portrayed as lsquooddrsquo and lsquoeccentricrsquo

They are more abstract less structured and rely on intuition They often have non-business education in arts humanities literature etc

They have different mind sets from the lsquosuitsrsquo or marketing managers and account executives

Agencies should create environment to accommodate ideas and people from both

these spectrums to create good ads

20

Creative personnel

Abstract

Lessstructured

Less organized

Unconventional

Intuitive

21

Suits Artists

Only artistic value and

originality countIt isnrsquot creative if it

doesnrsquot sell

Stick with what works

Try something

new

The debate

22

Some advertising people say that creativity in advertising can achieve success if an organized approach is followed

James Webb Young has developed a five step model He believes that production of ideas is similar to production of some product

Ideas also run on an assembly line ie the mind runs a technique which can be learned and controlled

23

Get raw material and data and immerse yourself in the problemImmersion

Take the information work it over wrestle with it in your mindDigestion

Turn the information over to the subconscious to do the workIncubation

ldquoEureka I have itrdquo phenomenonIllumination

Study the idea evaluate it reshape it for practical usefulnessVerification

24

Youngrsquos process of creativity is similar to a four step approach outlined much earlier by English sociologist Graham Wallas

These models of the creative process are valuable to those working in the creative area of advertising

25

Wallas creative process model

IncubationSetting Problem

Aside

PreparationGathering

InformationIllumination

Seeing theSolution

VerificationRefiningthe Idea

TheCreativeProcess

26

Account Planning

To facilitate the creative process many agencies use account planning which involves conducting research and gathering all relevant information about a clientrsquos productservice brand consumers and target audience

All the research (both qualitative and quantitative) is carried out which is the input to the creative process

27

Inputs to the creative process preparation incubation illumination

Back Ground Research Gathering relevant information from periodicals amp Magazine Brand Reports Studies

Some fact-finding techniques

Reading about the product or marketAsking designers engineers salespeople consumersListening to peopleUsing the product

Other sources from which data can be gathered eg Research agencies and Advertising associations

28

ProductService Specific Research

This information comes in the form of specific studies conducted on product the target audience or both

Consumer research in the form of attitude studies market structure positioning studies perceptual mapping lifestyle research focus group interviews demographic and psychographic profiles of users etc are all examples of product specific researchBBDOrsquos problem DetectionDDBrsquos Psychographic analysis amp Brand Capital Report

29

Qualitative Research

Focus group interviews give insight as to why and how consumers use a product or service

Ethnographic research observing consumers in their natural environment

Eg Ogilvy and Mather has a research unit called Discovery Group

30

Inputs to the creative process Verification Revision

This stage evaluates ideas generated during the illumination stage rejects the inappropriate ones refines and polishes those that remain and gives them final expression

Consumers may be asked to evaluate the ad in the story board form

Story board may be converted into an animatic form and this can be evaluated

31

Creative Strategy Development

Advertising campaigns

A set of interrelated and coordinated marketing communications activities that center on a single theme or idea that appears in different media across a specific time period

The central idea or theme is the key for a successful ad campaign

32

Company Campaign Theme

DeBeers Diamonds are foreverNike Just do itBMW The ultimate driving machineMiller Lite Tastes great less fillingWheaties Breakfast of champions

33

Copy Platform

A document that specifies the basic elements of the creative strategy

Also known as creative platform work plan creative brief creative blueprint or creative contract It consists of the following

-Basic problem issue that advertising must address-Advertising and communications objectives-Target audience-Major selling idea-Campaign theme execution technique-Supporting information and requirements

34

The search for a major selling idea

Some experts say that a campaign should have a big idea that attracts attention gets a reaction and sets the advertisers productservice apart from the competitors

Some of the best known approaches for this are

- Unique selling proposition- Creating a brand image- Finding the inherent drama- Positioning

35

Unique selling proposition

A USP has the following three characteristics

-Each ad must say to the consumer what is the product benefit-Such a proposition should be unique that no competition can offer-The proposition should be strong enough to attract new customers to your brand

USP should have a sustainable competitive advantage that competitors cannot easily copy

36

Creating a brand image

The creative strategy is based on the development of a strong memorable identity for the brand through image advertising

The image of a brand creates an appeal to the product users It is especially more important when the competing brands are similar

Eg No Fear creates an image representing the outer limits of human performance

37

Finding the inherent drama

Coined by Leo Burnett inherent drama refers to the foundation of consumer benefits with an emphasis on the dramatic element in expressing those benefits

Burnett advocated a down-home type of advertising that presents the message in a warm and realistic way

38

Positioning

The basic idea is that advertising is used to establish or lsquopositionrsquo the product or service in a particular place in the consumerrsquos mind

Products can be positioned on the basis of product attributes price quality usage or application product users or product class

39

Creative StrategyImplementation and Evaluation

40

Previous section described WHAT the advertising message should communicate

This section focuses on HOW the message will be executed

Two basic concepts are Appeals and Execution Styles

41

To influence consumer feelings toward a product service or cause

The approach used to attract the attention of consumers

The way an appeal is turned into an advertising message

The way the message is presented to the consumer

AdvertisingAppeals

ExecutionStyle

42

Advertising Appeal

It refers to the approach used to attract the attention of the consumers andor to influence their feelings toward the product service or cause

It is something that moves people speaks to their wants or needs and excites their interest The different appeals are

- Informationalrational appeals- Emotional appeals- Combining rational and emotional appeals- Other types of appeals

43

Informational Rational Appeals

Product Popularity Appeal Stresses the brandrsquos popularity

News Appeals News announcement about the product

Favorable Price Appeal Makes price offer the dominant point

Competitive Advantage Appeal Makes comparisons to other brands

Feature Appeal Focus on dominant traits of the product

44

Emotional Appeals

They relate to the customersrsquo social andor psychological needs for purchasing a product or service

Sometimes the feelings for a brand can be more important than the attributes of the product

Some of the emotions are

45

SafetySecurityFearLove AffectionHappiness JoyNostalgiaSentimentExcitementArousal

StimulationSorrow Grief

Pride Achievement

Accomplishment Self-esteem

EmbarrassmentActualization

Pleasure Ambition Comfort

46

Status

Acceptance

Respect

Approval Affiliation

Belonging

Rejection Recognition

Embarrass-ment

Involvement

Social-BasedFeelings

47

Transformational Advertisement

A lsquotransformational adrsquo is the one which associates the experience of using the brand with a unique set of psychological characteristics

48

Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreEnjoyable

It must make the product use experience

The ads create

49

Combining rational and emotional appeals

Consumer purchase decisions are often made on the basis of both emotional and rational motives

Hence attention should be given to both in developing effective advertising

Consumers develop lsquoemotional bondingrsquo with the brands

Consumers also assign a lsquopersonalityrsquo to a brand Eg A brand may be thought of as aggressive adventurous self-assured etc

50

Levels of relationships with brands

Emotions

Personality

Product Benefits

51

Other types of Appeals

Reminder Advertising building brand awareness andor keeping the brand name in front of the customers

Advertisers introducing new products often use Teaser Advertising to build curiosity interest and excitement by talking about it but not actually showing it Also called mystery ads

Care should be taken not to stretch teaser ads for too long or they will loose their effectiveness

52

Advertising Execution

Creative execution is the process by which the advertising appeal is presented

How you say is also as important in advertising as What you say

An advertising message can be presented or executed in numerous ways

53

Execution Techniques

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

Straight Sell or Factual Message

Straightforward presentation of information concerning the product or service

Often used with informationalrational appeals where focus is the product and its attributes

Commonly used in print ads where information is given along with the picture

55

ScientificTechnical Evidence

Variation of the straight sell where scientific evidence is presented in the advertisement

Ad may have result of laboratory testing endorsement of scientific bodies agencies etc

Eg Colgate ndash endorsed by Dental Association

56

Demonstration

Illustrating the key advantages of the product by showing it in actual use

Generally used in TV ads where products are shown being used and the associated benefits are shown

57

Comparison

This approach is a direct way of communicating a brandrsquos particular advantage over its competitors

Also used for positioning a new or lesser known brand with industry leaders

58

Testimonial

A person praises the product or service on the basis of his or her personal experience with it

Usually ordinary customers discuss their experiences with the brand and the benefits of using it

A related technique is lsquoendorsementrsquo where a celebrityexpert speaks on behalf of the company or the brand

59

Slice of Life

Widely used advertising format based on a problemsolution approach

The ad shows a problem that consumers might face in their daily life and how the productservice can resolve the problem

Eg Dandruff bad breath body odor laundry problems

Another approach is lsquoslice of deathrsquo in which the ad uses a fear appeal It shows negative consequences by using some other productservice

60

Animation

An advertising execution approach that has become popular is the use of animated characters drawn by artists or created on computer

Cartoon animation is especially popular for commercials targeted at children

61

Personality Symbol

This involves developing a central character that can deliver the advertising message and with which the product can be identified

They can be animated characters animals or people

Eg Camel

62

Fantasy

This is well suited for TV ads where the viewers can escape in a 30 second different world lifestyle

The product or service becomes the central part of the situation

Eg Cosmetics ads often use fantasy appeals

63

Dramatization

Here the focus is on telling a short story with the productservice as the star A bit similar to slice of life but more excitement and suspense

The story involves opening ndash conflict situation ndash drama ndash suspense ndash conflict resolution and climax

64

Humor

Humor is well suited for TV and radio and can be a good advertising appeal

Combinations

Many of the above execution techniques can be combined to present the advertising message

Eg Animation is often used to create personality symbols or fantasy

65

Creative Tactics

Once the creative approach type of appeal and execution style have been determined the actual advertisement is created

It involves verbal and visual elements and tactical considerations

66

Creative tactics for print advertising

LayoutHow Elements Are Blended Into a Finished Ad

Visual Elements Illustrations Such As Drawings or Photos

Body CopyThe Main Text Portion of a Print Ad

SubheadsSmaller Than the Headline Larger Than the Copy

HeadlineWords in the Leading Position of the Ad

67

Indirect headline

Body copy

Visual element

68

Creative tactics for television

Sight Motion Sound

>

69

Production stages for TV commercials

Preproduction All work before actual shooting recording

Production Period of filming taping or recording

Postproduction Work after spot is filmed or recorded

70

Select a director

Cost estimation and timing

Choose production company

Bidding

Preproduction meeting

Production timetable

Preproduction

71

Location Timing Talent

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

Guidelines for evaluating the creative output

Consistent with brand marketing objectives

Consistent with brand advertising objectives

Consistent with creative strategy objectives

Communicates what itrsquos supposed to

Approach appropriate to target audience

Communicates clear convincing message

Does execution overwhelm the message

Appropriate to the media environment

Truthful and tasteful

74

MEDIA PLANNING AND STRATEGY

75

Media Planning

It is the series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand

Media Planning

Media Objectives Media Strategies

76

Medium

It is the general category of available delivery systems which includes broadcast media print media direct mail outdoor advertising and other support media

Media vehicle

It is the specific carrier within a medium category Eg Times of India is a print vehicle E24 is a broadcast vehicle

77

Reach

It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time

Coverage

It refers to the potential audience that might receive the message through a vehicle

78

Problems in Media Planning

Insufficient information

Inconsistent terminologies

Time pressures

Difficulty in measuring effectiveness

79

Steps involved in developing the media plan

1 Market analysis amp target market identification2 Establishment of media objectives3 Media strategy development and implementation4 Evaluation and follow up

80

1 Market analysis and target market identification

The key questions asked in this stage are

i To whom shall we advertise (who is the target market)ii What internalexternal factors influence the media planiii Where should we focus our efforts

81

In response to the first question target markets may be derived from

Situational analysis

Primary research

Secondary data

Potential of the market may be known from the index number

Index = of users in a demographic segment x 100 of population in the same segment

82

There may be several internal and external factors operating

Internal factors ndash size of the media budget managerial and administrative capabilities organization of the agency

External factors ndash economy (cost of media) changes in technology (availability of new media) competitive factors

Some of the above may require primary research but many of them are available from secondary sources like

magazines syndicated services etc

83

The question of where to promote can be answered by using some indexes like

The survey of buying power index published annually by Sales and Marketing Management magazine

The Brand Development Index (BDI)

BDI = of brand to total US sales in the market x 100 of total US population in the market

The Category Development Index (CDI)

CDI = of product category total sales in the market x 100 of total US population in the market

84

2 Establishing Media Objectives

The media situation analysis should lead to determination of specific media objectives

These objectives are designed to lead to the attainment of communications and marketing objectives

Eg ldquoCreate awareness in the target market through the followingrdquo- Broadcast media to cover 80 of target market over 6 months- Reach 60 of target audience 3 times over 6 months

After this comes the media strategies

85

3 Developing and implementing media strategies

The following criteria are considered in the development of media strategies

i The media mixii Target market coverageiii Geographic coverageiv Schedulingv Reach vs frequencyvi Creative aspects and moodvii Flexibilityviii Budget considerations

86

i The media mix

A wide variety of media and media vehicles can be used This depends on the objectives characteristics of the product budget etc

By combining the media marketers can increase coverage reach frequency levels

Eg For demonstration ads TV is best media for coupons to stimulate demand print media can be used for in-depth information internet can be used

87

ii Target market coverage

The media planner determines which target markets should receive the most media emphasis

The issue is the coverage of the market If the media coverage reaches people who are not potential customers it is waste coverage

The goal is to cover the max target market and reduce the waste coverage

88

iii Geographic coverage

According to the product or service attributes the media planner can decide in which areas to focus the promotion

For eg Ski products would be popular in areas where snow is available during some period of the year

89

iv Scheduling

It is timing the promotional efforts so that they will coincide with the highest potential buying times

Continuity regular pattern of advertising without breaks (daily weekly)

Flighting Less regular schedule with intermittent periods of advertising and non advertising (seasonal products)

Pulsing Combination of the above two methods Ads are shown all year long with intermittent surge in frequency

90

v Reach vs frequency

There is a tradeoff between the reach (how many people) and the frequency (how often) of advertising due to budget constraints

Achieving brand awareness for new product need a very high level of reach But how to establish reach and frequency objectives

If one ad is placed on two shows the total number exposed once is ldquounduplicated reachrdquo

There are people who see both shows and the overlap is called as ldquoduplicated reachrdquo

91

Both are important unduplicated reach ndash potential new exposuresDuplicated reach ndash estimate of frequency

Program Rating = of households with TV who watch a program

Gross rating points (GRP) = Reach x Frequency

Target rating points (TRP) = no of people in target audience the media will reach and the number of times

The reach-vs-frequency decision is very difficult to make It is more of an art than a science

92

vi Creative aspects and mood

For implementing creativity a medium should be used which will support the creative aspects The creative and media department work closely to determine the best fit

Certain media enhance the creativity of a message because they create a mood that carries over to the communication

Hence a media can also create a perception about the message placed in them

Eg TV vs Internet

93

vii Flexibility

The media strategy should be flexible to address the following

-Market opportunities ndash development of new ad medium-Market threats ndash competitor may alter his media strategy-Availability of media ndash alternative media should be considered-Changes in media ndash eg Advent of cable TV

94

viii Budget considerations

The value of strategy can be determined by how well it delivers the message to the audience with the lowest cost and least waste

The promotional costs can be categorized as

Absolute cost of medium ndash cost required to place the message

Relative cost ndash relationship between the price paid for advertising and size of the audience delivered

95

Calculating relative cost

Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100 circulation

Cost per ratings point (CPRP) = Cost of commercial time Program rating

Daily inch rate (newspapers) = Cost of ad space x 1000 circulation

96

4 Evaluation and follow up

All plans need some evaluation to assess their performance The questions to be asked are

- How well did these strategies achieve the media objectives- How well did this media plan contribute to attaining the overall marketing and communications objectives

Challenges in media planning are measurement and lack of consistent terminology

IT IS BETTER TO TRY THAN NOT TO ATTEMPT

97

Integrated Marketing Communications Module 4 Developing the
Integrated Marketing Communications Module 4 Developing the IM
Integrated Marketing Communications Module 4 Developing the IM (2)
Slide 7
Wrigley confectionary

Page 2: Integrated Marketing Communications Module 4: Developing the IMC program

2

Planning and development of creative Marketing Communications

3

Role of advertising

4

CreativeStrategy

CreativeTactics

What is creativity

6

What is creativity

8

9

10

word or phrase

Lets prospects

advertising

11

12

Agency

bull Media planners

Client

bull Brand managers

13

14

15

16

18

Creative risk

19

Creative personnel

20

Creative personnel

Abstract

Lessstructured

Less organized

Unconventional

Intuitive

21

Suits Artists

doesnrsquot sell

Try something

new

The debate

22

23

24

25

Aside

Seeing theSolution

TheCreativeProcess

26

Account Planning

27

28

29

30

31

32

33

Copy Platform

34

35

36

37

38

Positioning

39

40

41

AdvertisingAppeals

ExecutionStyle

42

Advertising Appeal

43

44

Emotional Appeals

45

Pride Achievement

46

Status

Acceptance

Respect

Belonging

Embarrass-ment

Involvement

47

48

Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreEnjoyable

The ads create

49

50

Emotions

Personality

Product Benefits

51

52

53

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 3: Integrated Marketing Communications Module 4: Developing the IMC program

3

Role of advertising

4

CreativeStrategy

CreativeTactics

What is creativity

6

What is creativity

8

9

10

word or phrase

Lets prospects

advertising

11

12

Agency

bull Media planners

Client

bull Brand managers

13

14

15

16

18

Creative risk

19

Creative personnel

20

Creative personnel

Abstract

Lessstructured

Less organized

Unconventional

Intuitive

21

Suits Artists

doesnrsquot sell

Try something

new

The debate

22

23

24

25

Aside

Seeing theSolution

TheCreativeProcess

26

Account Planning

27

28

29

30

31

32

33

Copy Platform

34

35

36

37

38

Positioning

39

40

41

AdvertisingAppeals

ExecutionStyle

42

Advertising Appeal

43

44

Emotional Appeals

45

Pride Achievement

46

Status

Acceptance

Respect

Belonging

Embarrass-ment

Involvement

47

48

Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreEnjoyable

The ads create

49

50

Emotions

Personality

Product Benefits

51

52

53

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 4: Integrated Marketing Communications Module 4: Developing the IMC program

4

CreativeStrategy

CreativeTactics

What is creativity

6

What is creativity

8

9

10

word or phrase

Lets prospects

advertising

11

12

Agency

bull Media planners

Client

bull Brand managers

13

14

15

16

18

Creative risk

19

Creative personnel

20

Creative personnel

Abstract

Lessstructured

Less organized

Unconventional

Intuitive

21

Suits Artists

doesnrsquot sell

Try something

new

The debate

22

23

24

25

Aside

Seeing theSolution

TheCreativeProcess

26

Account Planning

27

28

29

30

31

32

33

Copy Platform

34

35

36

37

38

Positioning

39

40

41

AdvertisingAppeals

ExecutionStyle

42

Advertising Appeal

43

44

Emotional Appeals

45

Pride Achievement

46

Status

Acceptance

Respect

Belonging

Embarrass-ment

Involvement

47

48

Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreEnjoyable

The ads create

49

50

Emotions

Personality

Product Benefits

51

52

53

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 5: Integrated Marketing Communications Module 4: Developing the IMC program

What is creativity

6

What is creativity

8

9

10

word or phrase

Lets prospects

advertising

11

12

Agency

bull Media planners

Client

bull Brand managers

13

14

15

16

18

Creative risk

19

Creative personnel

20

Creative personnel

Abstract

Lessstructured

Less organized

Unconventional

Intuitive

21

Suits Artists

doesnrsquot sell

Try something

new

The debate

22

23

24

25

Aside

Seeing theSolution

TheCreativeProcess

26

Account Planning

27

28

29

30

31

32

33

Copy Platform

34

35

36

37

38

Positioning

39

40

41

AdvertisingAppeals

ExecutionStyle

42

Advertising Appeal

43

44

Emotional Appeals

45

Pride Achievement

46

Status

Acceptance

Respect

Belonging

Embarrass-ment

Involvement

47

48

Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreEnjoyable

The ads create

49

50

Emotions

Personality

Product Benefits

51

52

53

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 6: Integrated Marketing Communications Module 4: Developing the IMC program

6

What is creativity

8

9

10

word or phrase

Lets prospects

advertising

11

12

Agency

bull Media planners

Client

bull Brand managers

13

14

15

16

18

Creative risk

19

Creative personnel

20

Creative personnel

Abstract

Lessstructured

Less organized

Unconventional

Intuitive

21

Suits Artists

doesnrsquot sell

Try something

new

The debate

22

23

24

25

Aside

Seeing theSolution

TheCreativeProcess

26

Account Planning

27

28

29

30

31

32

33

Copy Platform

34

35

36

37

38

Positioning

39

40

41

AdvertisingAppeals

ExecutionStyle

42

Advertising Appeal

43

44

Emotional Appeals

45

Pride Achievement

46

Status

Acceptance

Respect

Belonging

Embarrass-ment

Involvement

47

48

Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreEnjoyable

The ads create

49

50

Emotions

Personality

Product Benefits

51

52

53

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 7: Integrated Marketing Communications Module 4: Developing the IMC program

8

9

10

word or phrase

Lets prospects

advertising

11

12

Agency

bull Media planners

Client

bull Brand managers

13

14

15

16

18

Creative risk

19

Creative personnel

20

Creative personnel

Abstract

Lessstructured

Less organized

Unconventional

Intuitive

21

Suits Artists

doesnrsquot sell

Try something

new

The debate

22

23

24

25

Aside

Seeing theSolution

TheCreativeProcess

26

Account Planning

27

28

29

30

31

32

33

Copy Platform

34

35

36

37

38

Positioning

39

40

41

AdvertisingAppeals

ExecutionStyle

42

Advertising Appeal

43

44

Emotional Appeals

45

Pride Achievement

46

Status

Acceptance

Respect

Belonging

Embarrass-ment

Involvement

47

48

Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreEnjoyable

The ads create

49

50

Emotions

Personality

Product Benefits

51

52

53

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 8: Integrated Marketing Communications Module 4: Developing the IMC program

9

10

word or phrase

Lets prospects

advertising

11

12

Agency

bull Media planners

Client

bull Brand managers

13

14

15

16

18

Creative risk

19

Creative personnel

20

Creative personnel

Abstract

Lessstructured

Less organized

Unconventional

Intuitive

21

Suits Artists

doesnrsquot sell

Try something

new

The debate

22

23

24

25

Aside

Seeing theSolution

TheCreativeProcess

26

Account Planning

27

28

29

30

31

32

33

Copy Platform

34

35

36

37

38

Positioning

39

40

41

AdvertisingAppeals

ExecutionStyle

42

Advertising Appeal

43

44

Emotional Appeals

45

Pride Achievement

46

Status

Acceptance

Respect

Belonging

Embarrass-ment

Involvement

47

48

Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreEnjoyable

The ads create

49

50

Emotions

Personality

Product Benefits

51

52

53

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 9: Integrated Marketing Communications Module 4: Developing the IMC program

10

word or phrase

Lets prospects

advertising

11

12

Agency

bull Media planners

Client

bull Brand managers

13

14

15

16

18

Creative risk

19

Creative personnel

20

Creative personnel

Abstract

Lessstructured

Less organized

Unconventional

Intuitive

21

Suits Artists

doesnrsquot sell

Try something

new

The debate

22

23

24

25

Aside

Seeing theSolution

TheCreativeProcess

26

Account Planning

27

28

29

30

31

32

33

Copy Platform

34

35

36

37

38

Positioning

39

40

41

AdvertisingAppeals

ExecutionStyle

42

Advertising Appeal

43

44

Emotional Appeals

45

Pride Achievement

46

Status

Acceptance

Respect

Belonging

Embarrass-ment

Involvement

47

48

Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreEnjoyable

The ads create

49

50

Emotions

Personality

Product Benefits

51

52

53

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 10: Integrated Marketing Communications Module 4: Developing the IMC program

11

12

Agency

bull Media planners

Client

bull Brand managers

13

14

15

16

18

Creative risk

19

Creative personnel

20

Creative personnel

Abstract

Lessstructured

Less organized

Unconventional

Intuitive

21

Suits Artists

doesnrsquot sell

Try something

new

The debate

22

23

24

25

Aside

Seeing theSolution

TheCreativeProcess

26

Account Planning

27

28

29

30

31

32

33

Copy Platform

34

35

36

37

38

Positioning

39

40

41

AdvertisingAppeals

ExecutionStyle

42

Advertising Appeal

43

44

Emotional Appeals

45

Pride Achievement

46

Status

Acceptance

Respect

Belonging

Embarrass-ment

Involvement

47

48

Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreEnjoyable

The ads create

49

50

Emotions

Personality

Product Benefits

51

52

53

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 11: Integrated Marketing Communications Module 4: Developing the IMC program

12

Agency

bull Media planners

Client

bull Brand managers

13

14

15

16

18

Creative risk

19

Creative personnel

20

Creative personnel

Abstract

Lessstructured

Less organized

Unconventional

Intuitive

21

Suits Artists

doesnrsquot sell

Try something

new

The debate

22

23

24

25

Aside

Seeing theSolution

TheCreativeProcess

26

Account Planning

27

28

29

30

31

32

33

Copy Platform

34

35

36

37

38

Positioning

39

40

41

AdvertisingAppeals

ExecutionStyle

42

Advertising Appeal

43

44

Emotional Appeals

45

Pride Achievement

46

Status

Acceptance

Respect

Belonging

Embarrass-ment

Involvement

47

48

Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreEnjoyable

The ads create

49

50

Emotions

Personality

Product Benefits

51

52

53

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 12: Integrated Marketing Communications Module 4: Developing the IMC program

13

14

15

16

18

Creative risk

19

Creative personnel

20

Creative personnel

Abstract

Lessstructured

Less organized

Unconventional

Intuitive

21

Suits Artists

doesnrsquot sell

Try something

new

The debate

22

23

24

25

Aside

Seeing theSolution

TheCreativeProcess

26

Account Planning

27

28

29

30

31

32

33

Copy Platform

34

35

36

37

38

Positioning

39

40

41

AdvertisingAppeals

ExecutionStyle

42

Advertising Appeal

43

44

Emotional Appeals

45

Pride Achievement

46

Status

Acceptance

Respect

Belonging

Embarrass-ment

Involvement

47

48

Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreEnjoyable

The ads create

49

50

Emotions

Personality

Product Benefits

51

52

53

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 13: Integrated Marketing Communications Module 4: Developing the IMC program

14

15

16

18

Creative risk

19

Creative personnel

20

Creative personnel

Abstract

Lessstructured

Less organized

Unconventional

Intuitive

21

Suits Artists

doesnrsquot sell

Try something

new

The debate

22

23

24

25

Aside

Seeing theSolution

TheCreativeProcess

26

Account Planning

27

28

29

30

31

32

33

Copy Platform

34

35

36

37

38

Positioning

39

40

41

AdvertisingAppeals

ExecutionStyle

42

Advertising Appeal

43

44

Emotional Appeals

45

Pride Achievement

46

Status

Acceptance

Respect

Belonging

Embarrass-ment

Involvement

47

48

Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreEnjoyable

The ads create

49

50

Emotions

Personality

Product Benefits

51

52

53

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 14: Integrated Marketing Communications Module 4: Developing the IMC program

15

16

18

Creative risk

19

Creative personnel

20

Creative personnel

Abstract

Lessstructured

Less organized

Unconventional

Intuitive

21

Suits Artists

doesnrsquot sell

Try something

new

The debate

22

23

24

25

Aside

Seeing theSolution

TheCreativeProcess

26

Account Planning

27

28

29

30

31

32

33

Copy Platform

34

35

36

37

38

Positioning

39

40

41

AdvertisingAppeals

ExecutionStyle

42

Advertising Appeal

43

44

Emotional Appeals

45

Pride Achievement

46

Status

Acceptance

Respect

Belonging

Embarrass-ment

Involvement

47

48

Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreEnjoyable

The ads create

49

50

Emotions

Personality

Product Benefits

51

52

53

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 15: Integrated Marketing Communications Module 4: Developing the IMC program

16

18

Creative risk

19

Creative personnel

20

Creative personnel

Abstract

Lessstructured

Less organized

Unconventional

Intuitive

21

Suits Artists

doesnrsquot sell

Try something

new

The debate

22

23

24

25

Aside

Seeing theSolution

TheCreativeProcess

26

Account Planning

27

28

29

30

31

32

33

Copy Platform

34

35

36

37

38

Positioning

39

40

41

AdvertisingAppeals

ExecutionStyle

42

Advertising Appeal

43

44

Emotional Appeals

45

Pride Achievement

46

Status

Acceptance

Respect

Belonging

Embarrass-ment

Involvement

47

48

Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreEnjoyable

The ads create

49

50

Emotions

Personality

Product Benefits

51

52

53

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 16: Integrated Marketing Communications Module 4: Developing the IMC program

18

Creative risk

19

Creative personnel

20

Creative personnel

Abstract

Lessstructured

Less organized

Unconventional

Intuitive

21

Suits Artists

doesnrsquot sell

Try something

new

The debate

22

23

24

25

Aside

Seeing theSolution

TheCreativeProcess

26

Account Planning

27

28

29

30

31

32

33

Copy Platform

34

35

36

37

38

Positioning

39

40

41

AdvertisingAppeals

ExecutionStyle

42

Advertising Appeal

43

44

Emotional Appeals

45

Pride Achievement

46

Status

Acceptance

Respect

Belonging

Embarrass-ment

Involvement

47

48

Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreEnjoyable

The ads create

49

50

Emotions

Personality

Product Benefits

51

52

53

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 17: Integrated Marketing Communications Module 4: Developing the IMC program

18

Creative risk

19

Creative personnel

20

Creative personnel

Abstract

Lessstructured

Less organized

Unconventional

Intuitive

21

Suits Artists

doesnrsquot sell

Try something

new

The debate

22

23

24

25

Aside

Seeing theSolution

TheCreativeProcess

26

Account Planning

27

28

29

30

31

32

33

Copy Platform

34

35

36

37

38

Positioning

39

40

41

AdvertisingAppeals

ExecutionStyle

42

Advertising Appeal

43

44

Emotional Appeals

45

Pride Achievement

46

Status

Acceptance

Respect

Belonging

Embarrass-ment

Involvement

47

48

Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreEnjoyable

The ads create

49

50

Emotions

Personality

Product Benefits

51

52

53

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 18: Integrated Marketing Communications Module 4: Developing the IMC program

19

Creative personnel

20

Creative personnel

Abstract

Lessstructured

Less organized

Unconventional

Intuitive

21

Suits Artists

doesnrsquot sell

Try something

new

The debate

22

23

24

25

Aside

Seeing theSolution

TheCreativeProcess

26

Account Planning

27

28

29

30

31

32

33

Copy Platform

34

35

36

37

38

Positioning

39

40

41

AdvertisingAppeals

ExecutionStyle

42

Advertising Appeal

43

44

Emotional Appeals

45

Pride Achievement

46

Status

Acceptance

Respect

Belonging

Embarrass-ment

Involvement

47

48

Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreEnjoyable

The ads create

49

50

Emotions

Personality

Product Benefits

51

52

53

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 19: Integrated Marketing Communications Module 4: Developing the IMC program

20

Creative personnel

Abstract

Lessstructured

Less organized

Unconventional

Intuitive

21

Suits Artists

doesnrsquot sell

Try something

new

The debate

22

23

24

25

Aside

Seeing theSolution

TheCreativeProcess

26

Account Planning

27

28

29

30

31

32

33

Copy Platform

34

35

36

37

38

Positioning

39

40

41

AdvertisingAppeals

ExecutionStyle

42

Advertising Appeal

43

44

Emotional Appeals

45

Pride Achievement

46

Status

Acceptance

Respect

Belonging

Embarrass-ment

Involvement

47

48

Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreEnjoyable

The ads create

49

50

Emotions

Personality

Product Benefits

51

52

53

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 20: Integrated Marketing Communications Module 4: Developing the IMC program

21

Suits Artists

doesnrsquot sell

Try something

new

The debate

22

23

24

25

Aside

Seeing theSolution

TheCreativeProcess

26

Account Planning

27

28

29

30

31

32

33

Copy Platform

34

35

36

37

38

Positioning

39

40

41

AdvertisingAppeals

ExecutionStyle

42

Advertising Appeal

43

44

Emotional Appeals

45

Pride Achievement

46

Status

Acceptance

Respect

Belonging

Embarrass-ment

Involvement

47

48

Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreEnjoyable

The ads create

49

50

Emotions

Personality

Product Benefits

51

52

53

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 21: Integrated Marketing Communications Module 4: Developing the IMC program

22

23

24

25

Aside

Seeing theSolution

TheCreativeProcess

26

Account Planning

27

28

29

30

31

32

33

Copy Platform

34

35

36

37

38

Positioning

39

40

41

AdvertisingAppeals

ExecutionStyle

42

Advertising Appeal

43

44

Emotional Appeals

45

Pride Achievement

46

Status

Acceptance

Respect

Belonging

Embarrass-ment

Involvement

47

48

Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreEnjoyable

The ads create

49

50

Emotions

Personality

Product Benefits

51

52

53

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 22: Integrated Marketing Communications Module 4: Developing the IMC program

23

24

25

Aside

Seeing theSolution

TheCreativeProcess

26

Account Planning

27

28

29

30

31

32

33

Copy Platform

34

35

36

37

38

Positioning

39

40

41

AdvertisingAppeals

ExecutionStyle

42

Advertising Appeal

43

44

Emotional Appeals

45

Pride Achievement

46

Status

Acceptance

Respect

Belonging

Embarrass-ment

Involvement

47

48

Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreEnjoyable

The ads create

49

50

Emotions

Personality

Product Benefits

51

52

53

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 23: Integrated Marketing Communications Module 4: Developing the IMC program

24

25

Aside

Seeing theSolution

TheCreativeProcess

26

Account Planning

27

28

29

30

31

32

33

Copy Platform

34

35

36

37

38

Positioning

39

40

41

AdvertisingAppeals

ExecutionStyle

42

Advertising Appeal

43

44

Emotional Appeals

45

Pride Achievement

46

Status

Acceptance

Respect

Belonging

Embarrass-ment

Involvement

47

48

Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreEnjoyable

The ads create

49

50

Emotions

Personality

Product Benefits

51

52

53

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 24: Integrated Marketing Communications Module 4: Developing the IMC program

25

Aside

Seeing theSolution

TheCreativeProcess

26

Account Planning

27

28

29

30

31

32

33

Copy Platform

34

35

36

37

38

Positioning

39

40

41

AdvertisingAppeals

ExecutionStyle

42

Advertising Appeal

43

44

Emotional Appeals

45

Pride Achievement

46

Status

Acceptance

Respect

Belonging

Embarrass-ment

Involvement

47

48

Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreEnjoyable

The ads create

49

50

Emotions

Personality

Product Benefits

51

52

53

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 25: Integrated Marketing Communications Module 4: Developing the IMC program

26

Account Planning

27

28

29

30

31

32

33

Copy Platform

34

35

36

37

38

Positioning

39

40

41

AdvertisingAppeals

ExecutionStyle

42

Advertising Appeal

43

44

Emotional Appeals

45

Pride Achievement

46

Status

Acceptance

Respect

Belonging

Embarrass-ment

Involvement

47

48

Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreEnjoyable

The ads create

49

50

Emotions

Personality

Product Benefits

51

52

53

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 26: Integrated Marketing Communications Module 4: Developing the IMC program

27

28

29

30

31

32

33

Copy Platform

34

35

36

37

38

Positioning

39

40

41

AdvertisingAppeals

ExecutionStyle

42

Advertising Appeal

43

44

Emotional Appeals

45

Pride Achievement

46

Status

Acceptance

Respect

Belonging

Embarrass-ment

Involvement

47

48

Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreEnjoyable

The ads create

49

50

Emotions

Personality

Product Benefits

51

52

53

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 27: Integrated Marketing Communications Module 4: Developing the IMC program

28

29

30

31

32

33

Copy Platform

34

35

36

37

38

Positioning

39

40

41

AdvertisingAppeals

ExecutionStyle

42

Advertising Appeal

43

44

Emotional Appeals

45

Pride Achievement

46

Status

Acceptance

Respect

Belonging

Embarrass-ment

Involvement

47

48

Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreEnjoyable

The ads create

49

50

Emotions

Personality

Product Benefits

51

52

53

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 28: Integrated Marketing Communications Module 4: Developing the IMC program

29

30

31

32

33

Copy Platform

34

35

36

37

38

Positioning

39

40

41

AdvertisingAppeals

ExecutionStyle

42

Advertising Appeal

43

44

Emotional Appeals

45

Pride Achievement

46

Status

Acceptance

Respect

Belonging

Embarrass-ment

Involvement

47

48

Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreEnjoyable

The ads create

49

50

Emotions

Personality

Product Benefits

51

52

53

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 29: Integrated Marketing Communications Module 4: Developing the IMC program

30

31

32

33

Copy Platform

34

35

36

37

38

Positioning

39

40

41

AdvertisingAppeals

ExecutionStyle

42

Advertising Appeal

43

44

Emotional Appeals

45

Pride Achievement

46

Status

Acceptance

Respect

Belonging

Embarrass-ment

Involvement

47

48

Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreEnjoyable

The ads create

49

50

Emotions

Personality

Product Benefits

51

52

53

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 30: Integrated Marketing Communications Module 4: Developing the IMC program

31

32

33

Copy Platform

34

35

36

37

38

Positioning

39

40

41

AdvertisingAppeals

ExecutionStyle

42

Advertising Appeal

43

44

Emotional Appeals

45

Pride Achievement

46

Status

Acceptance

Respect

Belonging

Embarrass-ment

Involvement

47

48

Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreEnjoyable

The ads create

49

50

Emotions

Personality

Product Benefits

51

52

53

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 31: Integrated Marketing Communications Module 4: Developing the IMC program

32

33

Copy Platform

34

35

36

37

38

Positioning

39

40

41

AdvertisingAppeals

ExecutionStyle

42

Advertising Appeal

43

44

Emotional Appeals

45

Pride Achievement

46

Status

Acceptance

Respect

Belonging

Embarrass-ment

Involvement

47

48

Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreEnjoyable

The ads create

49

50

Emotions

Personality

Product Benefits

51

52

53

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 32: Integrated Marketing Communications Module 4: Developing the IMC program

33

Copy Platform

34

35

36

37

38

Positioning

39

40

41

AdvertisingAppeals

ExecutionStyle

42

Advertising Appeal

43

44

Emotional Appeals

45

Pride Achievement

46

Status

Acceptance

Respect

Belonging

Embarrass-ment

Involvement

47

48

Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreEnjoyable

The ads create

49

50

Emotions

Personality

Product Benefits

51

52

53

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 33: Integrated Marketing Communications Module 4: Developing the IMC program

34

35

36

37

38

Positioning

39

40

41

AdvertisingAppeals

ExecutionStyle

42

Advertising Appeal

43

44

Emotional Appeals

45

Pride Achievement

46

Status

Acceptance

Respect

Belonging

Embarrass-ment

Involvement

47

48

Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreEnjoyable

The ads create

49

50

Emotions

Personality

Product Benefits

51

52

53

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 34: Integrated Marketing Communications Module 4: Developing the IMC program

35

36

37

38

Positioning

39

40

41

AdvertisingAppeals

ExecutionStyle

42

Advertising Appeal

43

44

Emotional Appeals

45

Pride Achievement

46

Status

Acceptance

Respect

Belonging

Embarrass-ment

Involvement

47

48

Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreEnjoyable

The ads create

49

50

Emotions

Personality

Product Benefits

51

52

53

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 35: Integrated Marketing Communications Module 4: Developing the IMC program

36

37

38

Positioning

39

40

41

AdvertisingAppeals

ExecutionStyle

42

Advertising Appeal

43

44

Emotional Appeals

45

Pride Achievement

46

Status

Acceptance

Respect

Belonging

Embarrass-ment

Involvement

47

48

Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreEnjoyable

The ads create

49

50

Emotions

Personality

Product Benefits

51

52

53

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 36: Integrated Marketing Communications Module 4: Developing the IMC program

37

38

Positioning

39

40

41

AdvertisingAppeals

ExecutionStyle

42

Advertising Appeal

43

44

Emotional Appeals

45

Pride Achievement

46

Status

Acceptance

Respect

Belonging

Embarrass-ment

Involvement

47

48

Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreEnjoyable

The ads create

49

50

Emotions

Personality

Product Benefits

51

52

53

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 37: Integrated Marketing Communications Module 4: Developing the IMC program

38

Positioning

39

40

41

AdvertisingAppeals

ExecutionStyle

42

Advertising Appeal

43

44

Emotional Appeals

45

Pride Achievement

46

Status

Acceptance

Respect

Belonging

Embarrass-ment

Involvement

47

48

Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreEnjoyable

The ads create

49

50

Emotions

Personality

Product Benefits

51

52

53

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 38: Integrated Marketing Communications Module 4: Developing the IMC program

39

40

41

AdvertisingAppeals

ExecutionStyle

42

Advertising Appeal

43

44

Emotional Appeals

45

Pride Achievement

46

Status

Acceptance

Respect

Belonging

Embarrass-ment

Involvement

47

48

Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreEnjoyable

The ads create

49

50

Emotions

Personality

Product Benefits

51

52

53

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 39: Integrated Marketing Communications Module 4: Developing the IMC program

40

41

AdvertisingAppeals

ExecutionStyle

42

Advertising Appeal

43

44

Emotional Appeals

45

Pride Achievement

46

Status

Acceptance

Respect

Belonging

Embarrass-ment

Involvement

47

48

Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreEnjoyable

The ads create

49

50

Emotions

Personality

Product Benefits

51

52

53

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 40: Integrated Marketing Communications Module 4: Developing the IMC program

41

AdvertisingAppeals

ExecutionStyle

42

Advertising Appeal

43

44

Emotional Appeals

45

Pride Achievement

46

Status

Acceptance

Respect

Belonging

Embarrass-ment

Involvement

47

48

Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreEnjoyable

The ads create

49

50

Emotions

Personality

Product Benefits

51

52

53

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 41: Integrated Marketing Communications Module 4: Developing the IMC program

42

Advertising Appeal

43

44

Emotional Appeals

45

Pride Achievement

46

Status

Acceptance

Respect

Belonging

Embarrass-ment

Involvement

47

48

Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreEnjoyable

The ads create

49

50

Emotions

Personality

Product Benefits

51

52

53

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 42: Integrated Marketing Communications Module 4: Developing the IMC program

43

44

Emotional Appeals

45

Pride Achievement

46

Status

Acceptance

Respect

Belonging

Embarrass-ment

Involvement

47

48

Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreEnjoyable

The ads create

49

50

Emotions

Personality

Product Benefits

51

52

53

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 43: Integrated Marketing Communications Module 4: Developing the IMC program

44

Emotional Appeals

45

Pride Achievement

46

Status

Acceptance

Respect

Belonging

Embarrass-ment

Involvement

47

48

Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreEnjoyable

The ads create

49

50

Emotions

Personality

Product Benefits

51

52

53

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 44: Integrated Marketing Communications Module 4: Developing the IMC program

45

Pride Achievement

46

Status

Acceptance

Respect

Belonging

Embarrass-ment

Involvement

47

48

Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreEnjoyable

The ads create

49

50

Emotions

Personality

Product Benefits

51

52

53

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 45: Integrated Marketing Communications Module 4: Developing the IMC program

46

Status

Acceptance

Respect

Belonging

Embarrass-ment

Involvement

47

48

Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreEnjoyable

The ads create

49

50

Emotions

Personality

Product Benefits

51

52

53

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 46: Integrated Marketing Communications Module 4: Developing the IMC program

47

48

Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreEnjoyable

The ads create

49

50

Emotions

Personality

Product Benefits

51

52

53

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 47: Integrated Marketing Communications Module 4: Developing the IMC program

48

Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreEnjoyable

The ads create

49

50

Emotions

Personality

Product Benefits

51

52

53

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 48: Integrated Marketing Communications Module 4: Developing the IMC program

49

50

Emotions

Personality

Product Benefits

51

52

53

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 49: Integrated Marketing Communications Module 4: Developing the IMC program

50

Emotions

Personality

Product Benefits

51

52

53

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 50: Integrated Marketing Communications Module 4: Developing the IMC program

51

52

53

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 51: Integrated Marketing Communications Module 4: Developing the IMC program

52

53

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 52: Integrated Marketing Communications Module 4: Developing the IMC program

53

Personality Symbol

Straight sell

ScientificTechnical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 53: Integrated Marketing Communications Module 4: Developing the IMC program

54

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 54: Integrated Marketing Communications Module 4: Developing the IMC program

55

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 55: Integrated Marketing Communications Module 4: Developing the IMC program

56

Demonstration

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 56: Integrated Marketing Communications Module 4: Developing the IMC program

57

Comparison

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 57: Integrated Marketing Communications Module 4: Developing the IMC program

58

Testimonial

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 58: Integrated Marketing Communications Module 4: Developing the IMC program

59

Slice of Life

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 59: Integrated Marketing Communications Module 4: Developing the IMC program

60

Animation

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 60: Integrated Marketing Communications Module 4: Developing the IMC program

61

Personality Symbol

Eg Camel

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 61: Integrated Marketing Communications Module 4: Developing the IMC program

62

Fantasy

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 62: Integrated Marketing Communications Module 4: Developing the IMC program

63

Dramatization

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 63: Integrated Marketing Communications Module 4: Developing the IMC program

64

Humor

Combinations

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 64: Integrated Marketing Communications Module 4: Developing the IMC program

65

Creative Tactics

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 65: Integrated Marketing Communications Module 4: Developing the IMC program

66

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 66: Integrated Marketing Communications Module 4: Developing the IMC program

67

Indirect headline

Body copy

Visual element

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 67: Integrated Marketing Communications Module 4: Developing the IMC program

68

Sight Motion Sound

>

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 68: Integrated Marketing Communications Module 4: Developing the IMC program

69

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 69: Integrated Marketing Communications Module 4: Developing the IMC program

70

Select a director

Bidding

Preproduction

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 70: Integrated Marketing Communications Module 4: Developing the IMC program

71

Production

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 71: Integrated Marketing Communications Module 4: Developing the IMC program

72

Editing Processing

Sound effects

Audiovideo mixing

OpticalsApprovals

Duplicating

Releaseshipping

Postproduction

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 72: Integrated Marketing Communications Module 4: Developing the IMC program

73

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 73: Integrated Marketing Communications Module 4: Developing the IMC program

74

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 74: Integrated Marketing Communications Module 4: Developing the IMC program

75

Media Planning

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 75: Integrated Marketing Communications Module 4: Developing the IMC program

76

Medium

Media vehicle

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 76: Integrated Marketing Communications Module 4: Developing the IMC program

77

Reach

Coverage

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 77: Integrated Marketing Communications Module 4: Developing the IMC program

78

Time pressures

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 78: Integrated Marketing Communications Module 4: Developing the IMC program

79

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 79: Integrated Marketing Communications Module 4: Developing the IMC program

80

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 80: Integrated Marketing Communications Module 4: Developing the IMC program

81

Primary research

Secondary data

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 81: Integrated Marketing Communications Module 4: Developing the IMC program

82

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 82: Integrated Marketing Communications Module 4: Developing the IMC program

83

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 83: Integrated Marketing Communications Module 4: Developing the IMC program

84

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 84: Integrated Marketing Communications Module 4: Developing the IMC program

85

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 85: Integrated Marketing Communications Module 4: Developing the IMC program

86

i The media mix

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 86: Integrated Marketing Communications Module 4: Developing the IMC program

87

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 87: Integrated Marketing Communications Module 4: Developing the IMC program

88

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 88: Integrated Marketing Communications Module 4: Developing the IMC program

89

iv Scheduling

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 89: Integrated Marketing Communications Module 4: Developing the IMC program

90

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 90: Integrated Marketing Communications Module 4: Developing the IMC program

91

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 91: Integrated Marketing Communications Module 4: Developing the IMC program

92

Eg TV vs Internet

93

vii Flexibility

94

95

96

97

Slide 7

Page 92: Integrated Marketing Communications Module 4: Developing the IMC program

93

vii Flexibility

94

95

96

97

Slide 7

Page 93: Integrated Marketing Communications Module 4: Developing the IMC program

94

95

96

97

Slide 7

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Slide 7

Date post:	25-Feb-2016
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Integrated Marketing Communications Module 4: Developing the IMC program

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